SITUATION
IFA is Europe's largest consumer electronics trade show held in Berlin, Germany, and is ranked among the world's top three consumer electronics and IT exhibitions alongside CES and MWC. Compared to other exhibitions, it has a higher proportion of general visitors, making it a platform where brands can directly convey their messages and product visions not only to B2B but also to B2C audiences.
In 2025, Samsung Electronics showcased the industry's largest exhibition through its standalone pavilion, prominently featuring an evolved smart home experience called ‘AI Home’. The purpose of this exhibition was to comprehensively showcase the evolved AI Home experience to strengthen brand leadership, generate buzz for new products, and contribute to business within Europe. A key challenge was to move beyond the previous consumer-centric exhibition style and create an experience that conveyed the momentum and futuristic sensibility of a leading brand dominating the global market, based on the need for consistent exhibition storytelling.
SOLUTION
To demonstrate overwhelming momentum, we leveraged the advantages of a standalone pavilion to create a massive, approximately 50-meter-long facade symbolizing industry leadership. Utilizing curved structures and lighting, we visually expressed the sensory presence of Samsung AI, which seems to recognize and respond to visitors as if alive. The facade, changing according to the content, intuitively conveyed to visitors the experience that ‘AI understands and responds to me’.
The AI Home exhibition structured its scenarios in a three-step framework—data sensing, analysis, and results—to enhance visitor understanding. It was designed as experiential content to focus attention not on the products themselves, but on the life changes AI Home enables. Lighting effects visualized the flow of data and device interactions. Transparent and metallic finishes were actively used to complete the futuristic spatial image.
A consistent visual identity was applied throughout the entire product experience zone, providing a unified experience across the exhibition hall. Key product categories like TVs, appliances, and mobile devices all emphasized AI-centric product experiences. Diverse experiential elements—including demos, interactive solutions, and photo zones—were incorporated to allow visitors to intuitively grasp each product's core benefits.
Additionally, a separate SmartThings Pro zone was established for B2B customers, strengthening the business-oriented approach. Real-world environments like stores and construction sites were recreated to intuitively demonstrate the applicability and effectiveness of each service. Outside the exhibition hall, a modular home was installed, allowing visitors to experience how AI Home and B2B solutions are applied in real life.
RESULTS
During the five-day exhibition period, a total of 124,773 visitors attended, representing an increase of approximately 20.1% compared to the previous year. On the opening day, it recorded 49 times the buzz volume compared to the previous year, achieving the top share of brand mentions. The consistent storytelling and experiential flow throughout the entire exhibition received highly positive evaluations from major client companies.
