Designed for the era of mobile self-promotion, Samsung’s VAMFF activation fused the mystery of a super-future studio (high gloss surfaces, mirrors and neon shaped as Georgia May Jagger lips) with raw, Melbourne-style street art, generating a hi-tech fashion playground. The festival’s 380,000 guests were coaxed into the brand’s emporium by a moving colourscape—once there, they snapped-and-shared in a futuristic photobooth equipped with Samsung Galaxy S7 phones, swapped designer masks created by cult fashion icon Kym Ellery and traversed virtual realities in Galaxy Pods.

Samsung Studio Consumer Activation at The Melbourne Fashion Festival, 2016

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