Let there be light: our digital addition for Samsung Selfridges

There’s a new addition to the D&P-designed Samsung concession at Selfridges, London – an ambient light installation for displaying the latest range of Curved UHD TVs.

We were briefed to refresh a space on the outer perimeter of the concession, effectively a shop window within the store. This called for a theatrical piece of motion that would complement – not compete with – the content playing on the TV screens. Taking Samsung’s Curved UHD rainbow prism logo as their inspiration, the team reinterpreted this as illuminated washes of colour projected onto a ‘wall’ of clear acrylic rods. The subtle transitions provide an atmospheric and immersive backdrop that allows the product to shine. Along with another wall display inside the concession, this forms the most recent update to the concession we designed in 2012. The installation is now exhibited as a best-practice example in Samsung’s R&D Lab at its Korean HQ.