3-D, HD, LED

Product Launch and Press Event at CES Show

Challenge:

Design a product launch that stands out from the rest at the larger than life CES show in Vegas.

BKA Solution:

At the 2010 CES Press Conference, Samsung launched a host of products ranging from a multi-device app store, to eBooks, to the LED 9000, a 3-D TV that is the slimmest LED TV ever. At less than 0.3 inches, it's the width of a pencil!  Chiel USA, Samsung's agency of record, turned to BKA to design and produce the reveal of these products. The custom set was designed with several layers of mechanized parts. At the precise moment when the LED 9000 was introduced, the Samsung logo from the set lowered, dramatically revealing three new television models. After the initial reveal, the display platform upon which the TV’s were attached, glided out from the set, giving the audience an up close view of the TVs. But the highlight of the conference was the audible "wow" and the applause when the screens were swiveled to give the audience a side view (thanks to the custom designed brackets and swing arms built into the set) to show that the TVs were truly the width of a pencil.