Samsung Electronics Co. Ltd: Mabel

Samsung Electronics has made history with the world's first vertical stage gig performed by Mabel at the grand opening of Samsung KX - London's new destination to experience the latest in culture and innovation, powered by Samsung technology. Celebrating 50 years of innovation by showcasing a glimpse into how we could live in the future, the new space offers guests a taste of a fully connected lifestyle with a range of experiences featuring cutting-edge technology. Agency: Iris, London
From fashion and fitness, to science and street dance, local thought leaders gathered in Samsung KX to mark the official launch with a conference that crowned creativity in the capital. Exploring futuristic trends, research shows that 94% of smartphone users are now engaging with their devices vertically, while 79% find vertical videos the most interesting. As a result, Samsung KX concluded the launch celebrations by creating the ultimate vertical stage performance both on and off screen, optimised for the crowd to capture and share instantly across social media. The first-of-its-kind set boasted a stacked three-story stage over 9 metres high, allowing all elements of the gig to be seen and heard in a vertical symphony. Pop and R&B star, Mabel, who is local to King’s Cross, performed with her band, DJ and dancers across multiple levels, so the crowd could get the perfect shot. The vertical gig took place under the iconic kissing point in Coal Drops Yard, home to the newly opened 22,000sq ft Samsung KX experience space – a place of discovery for those living in and visiting London. The new destination serves as a live example of how we could live in the future, offering guests a more multi-sensory experience to inspire people to push their limits, discover and learn, powered by Samsung innovation. This is the first of many events to be held at the space, each tapping into community passions and Samsung’s brand ethos to ‘do what you can’t’.