UDAD Awards 2019

Third Award- Galaxy S10 Ice Rink Stand | Cheil MENA

Samsung celebrated the 10th anniversary of the Galaxy S series this year, with the launch of the Galaxy S10. Following the success of previous launches since 2017, their requirement was to identify a unique concept and find an iconic location for a PR stunt, and achieve high consumer engagement with an innovative product experience.


Third Award- Urban Design & Architecture Design Awards 2019
Firm | Cheil MENA
Category | Pop-Ups & Temporary
Team | Firas Gabriel, Rajesh Raju, Pulak Srivastav, Yumi Jeong
Country | United Arab Emirates

As Samsung’s motto “Do what you can’t” suggests, the brief was to come up with a bigger, better way to showcase this vision and get instant visibility on ground.

The 10th anniversary of the Galaxy S series saw the launch of the Galaxy S10, a monumental moment which needed a unique and iconic platform.

There was no better way to celebrate 10 years of the S series than to create the biggest ‘S10’ at the world’s biggest mall in the Olympic-size Dubai Ice Rink.

Each element of the ‘S10’ (S, 1 and 0) were designed as interactive displays cum experiential zones. The 3-day event truly established the Galaxy S10 as the Next Generation Smartphone to the targeted audience within the mall and on social media as a huge PR stunt.