When:
May 2025
Where:
Antwerp Belgium
Who:
Samsung BENELUX
Samsung engaged DIVE events to design and deliver NEWTECH: a dynamic fully immersive brand experience aimed at launching Samsung’s next generation of consumer technology products in Europe. The goal was to create a memorable event that not only introduced the new devices but also solidified Samsung’s position at the forefront of innovation, technology, and lifestyle integration.
900+
Attendees
7 months
in planning
Working with client
Since 2016
The Challenge
The challenge was to transform a standard product launch into an experiential showcase with emotional resonance, interactive engagement, and social amplification. Appealing to tech press, influencers, partners, and Samsung’s loyal user community.
Concept & Strategy
Rather than opting for a conventional press conference or keynote only, DIVE proposed a tech festival format that invited guests to discover, touch, and be inspired by Samsung’s innovations in unexpected and interactive ways.
Key strategic pillars included:
Explore & engage:Hands-on product zones organized by theme (AI, mobile tech, home connectivity, wearables).
Inspiration & insight:Insightful panels with Samsung engineers, designers, and industry futurists.
Connect & create:Collaborative experiences encouraging attendees to document, share, and co-create content.
Wow moments:Immersive installations and surprise activations to heighten excitement and drive social buzz.
Branding, layout, and flow were designed to seamlessly blend demonstrations, entertainment, and learning from - reframing the tech launch as an experience rather than a presentation.
Outcomes & Impact
The event achieved high engagement and strong social reach, extended its impact through post-event content, and earned praise from Samsung stakeholders for exceeding expectations and setting a new benchmark.
“DIVE helped us reimagine our launch from a simple presentation to an experience that truly embodied Samsung’s vision for the future. NEWTECH wasn’t just an event - it was a conversation starter.” Willem Bruin, Marketing Director, Samsung BENELUX
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