Creating an immersive spatial media experience that reimagined the in-vehicle future at CES 2022
Samsung CES 2022 – Future Mobility Media Experience
For CES 2022, Samsung showcased its future mobility technologies ranging from digital cockpits to autonomous vehicle interfaces—through a cutting-edge media installation experience rather than traditional physical prototypes. I was part of the creative team responsible for designing the spatial digital experience, helping transform complex in-car technologies into intuitive, immersive storytelling using dynamic motion, space, and light. The result was a CES centerpiece that engaged global visitors both visually and emotionally.
Role
- Experience Designer and Motion-led Visual Strategist
- Collaborated closely with Cheil Worldwide’s in-house creative team, including motion graphic designers, spatial/interior designers, and experience planners, to define the overall flow and emotional impact of the immersive CES installation.
- Translated engineering concepts (e.g., cockpit UX, screen integration, ambient sensing) into visually digestible narrative layers
- Contributed to the visual rhythm and emotional pacing of the visitor journey
- Collaborated closely with Cheil Worldwide’s in-house creative team, including motion graphic designers, spatial/interior designers, and experience planners, to define the overall flow and emotional impact of the immersive CES installation.
- Translated engineering concepts (e.g., cockpit UX, screen integration, ambient sensing) into visually digestible narrative layers
- Contributed to the visual rhythm and emotional pacing of the visitor journey
Challenge
- Express complex, multi-sensory technologies in a way that feels human, intuitive, and spatially coherent
- Replace traditional booths with an immersive narrative that doesn’t rely on physical products
- Synchronize media content across large-scale displays with accurate motion timing and storytelling depth
- Convey a seamless user journey through abstract themes like connected driving, adaptive lighting, and sensory interaction
- Replace traditional booths with an immersive narrative that doesn’t rely on physical products
- Synchronize media content across large-scale displays with accurate motion timing and storytelling depth
- Convey a seamless user journey through abstract themes like connected driving, adaptive lighting, and sensory interaction
Creative Approach
- Combined Samsung’s mobile and in-vehicle technologies into a cohesive spatial experience.
- Designed distinct zones representing various future mobility scenarios (e.g., commute, relax, connect).
- Used light, sound, and media to simulate transitions between user states and driving modes.
- Built content modularly for flexibility and reuse across future events.
- Collaborated with Cheil Worldwide’s creative team—including motion designers, experience planners, and interior architects—to choreograph a seamless visitor journey.
- Designed distinct zones representing various future mobility scenarios (e.g., commute, relax, connect).
- Used light, sound, and media to simulate transitions between user states and driving modes.
- Built content modularly for flexibility and reuse across future events.
- Collaborated with Cheil Worldwide’s creative team—including motion designers, experience planners, and interior architects—to choreograph a seamless visitor journey.
Outcome
- Successfully launched at CES 2022 as Samsung’s core mobility experience zone
- Widely covered by international tech media as a standout example of digital storytelling at the event
- Helped reposition Samsung’s mobility strategy as future-forward and emotionally intelligent
- Served as an internal creative benchmark that influenced the concept direction of Samsung’s 2025 CES exhibition
- Recognized for creative excellence and strong cross-disciplinary collaboration between design, experience, and engineering teams
- Widely covered by international tech media as a standout example of digital storytelling at the event
- Helped reposition Samsung’s mobility strategy as future-forward and emotionally intelligent
- Served as an internal creative benchmark that influenced the concept direction of Samsung’s 2025 CES exhibition
- Recognized for creative excellence and strong cross-disciplinary collaboration between design, experience, and engineering teams
Samsung Electronics at CES 2022: Innovative In-Vehicle Experiences
Media Installation
Cheil worldwide
Media Installation
Cheil worldwide
Task Scope: Media Installation
Partial Scope: Art Direction
Sub Tasks: Art Direction, Graphic Design, UI Design, Guidelines
Category: Media Exhibition
Date of Completion: 2022
Partial Scope: Art Direction
Sub Tasks: Art Direction, Graphic Design, UI Design, Guidelines
Category: Media Exhibition
Date of Completion: 2022
Planning: I'M FINE
Art Direction: A FLOW
Art Direction: A FLOW
