Samsung d’light is Samsung’s flagship platform showcasing brand vision, integrated brand experience and innovative technologies. The new experience provides a personalized journey of self discovery, using Samsung products and technologies to create an interactive experience. Every experience throughout the journey creates unique content that reflects the character of each visitor. At the end of the journey, the visitor can opt to share their experiences on major social media platforms. The updated programs has catapulted d’light from an exclusively onsite experience into a fully integrated O2O platform.


Discover your possibilities.
Come and meet your future self
through the open ecosystem of Samsung‘s innovation.


General Concept of Mirror


A regular mirror reflects your real-time image.
We can distort this principle and reflect a possible future image.


Altering the mirror


Create an abstract image of our future selves by changing the materiality of the mirror.
Project your passion into future possibilities and be delighted with a surprising result.
By utilizing visitors‘ passions we can give them a glimpse of the future,

empowered by Samsung innovation.

Exhibition Layer


Message Structure


Graphic Motif




Color Palette






Credits of Samsung Innovation Museum

Brand Experience Group, Cheil Worldwide

Design Consultant

MDLab GmbH, Munich, Germany

(In-house Design Agency of Cheil)

Construction Design & Contractor

Solidworks Associates, Seoul, Korea

Lighting Consultant

P2LED Cube, Seoul, Korea

System Integration

Sam Media Tek, Seoul, Korea

Exhibition Identity

New Type Imageworks, Seoul, Korea

Digital Platform Design & Dev

Design Fever, Seoul, Korea

Experience Tomorrow Experience

Sangwha, Seoul, Korea

Journey Planning

Daamdaam Samuso, Seoul, Korea

Sync / Share / Imagination Experience

Media Flow, Seoul, Korea

Emotion / Sense Expereince

Binary Works, Seoul, Korea

Intuition Experience

Clicked, Seoul, Korea

Shape Tomorrow / B2B Experience

Bombaram, Seoul, Korea