Vogue helped Samsung unveil their latest folding phones (Galaxy Z Flip6 and Galaxy Z Fold6) during the Spring/Summer New York Fashion Week in 2024.
Celebrating the Galaxy devices’ ethos of self-expression and creativity, we put the FW attendees directly in the mind of Colin LoCascio, a fashion designer and a CFDA/Vogue Fashion Fund finalist with a maximalist style.
LoCascio’s design motifs came to life through motion-tracked digital canvases as guests’ creative expression became the tool that rearranged the design elements in new, whimsical ways.
This never-been-done-before collaboration allowed attendees to experience the intersection of fashion and technology through the lens of Vogue in a way that blurred the line between the metaphysical and the physical.
LED screens as a canvas
A giant LED wall came to life with LoCascio’s design motifs as the visitors used hand gestures as “painting” or “drawing” mechanisms to express themselves.
Design & Art Direction
Over 10 unique pattern “brushes” were created—extrapolated from Colin LoCascio’s signature design elements found in his work—to provide the user with “tools” to “paint” with their gestures.
Each “brush” was made up of unique 2D or 3D elements, such as flowers, sequin, fringes, and stamps, and were uniquely generated each time the interactive experience loaded to provide diversity and uniqueness through pattern, scale, and color palette.
Variation through generative design elements
Each brush was composed of multiple design elements, so that each time the experience loaded, the elements reassembled in different sequences and color schemes to keep every run-through experience unique.
In this flower example, the petals the pistils exist as two different elements that combine to produce exponentially varied combination to maximize the variety found within the brush stroke itself.
Dynamic color palette
To ensure a truly unique output that still remained harmonious, a unique color scheme—sampled directly from the designer's catalogue—is assigned to each user, as well as to each element within every “brush”.
Immersive activation
The experience was available to over 1,500 visitors over two days at a SoHo location that immersed guests into the world of Colin LoCascio through the lens Vogue.
Results
The campaign was successful in not only generating eyeballs and engagement around the Samsung Galaxy Z Fold6 and Flip6, it also made notable improvements across all brand metrics, with particularly strong gains in Purchase Intent for the two new Galaxy devices.
Samsung Galaxy Z Fold6 had a 23% increase in Purchase Intent while Samsung Galaxy Z Flip6 had a 27% increase.
