Designed for the era of mobile self-promotion, Samsung’s VAMFF activation fused the mystery of a super-future studio―high gloss and reflective surfaces, neon-shaped Georgia May Jagger lips, coupled 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 Kim Ellery and traversed virtual realities in Galaxy Pods.