Samsung WCentro Image
Samsung's global product launch and live music gig
It's showtime at Westfield Centro: celebrating the global launch with an interactive pop-up store, large-scale media and spectacular live concert.

Westfield Centro




Product Launch


Cheil Germany

Footfall (opening day)
Social media impressions
Store sales vs. 20192

Samsung is no stranger to a high-impact product launch. However, the buzz around its latest release hit new heights when the technology giant took over the Mittledom to launch the new Galaxy S23 series at an immersive, interactive pop-up that invited visitors to get up close and personal with the brand’s new devices, at Westfield Centro in February 2023.

Samsung pulled out all the stops for the event, which featured a campaign that included full media domination of the Mittledom, including huge ceiling banners, brand ‘takeover’ of the columns, the escalators and all interior and exterior surfaces of the lift, as well as use of the UDS 360° screen to livestream the Galaxy Unpacked event taking place simultaneously in San Francisco. Live performances by rising-star rapper Ski Aguu and Dresden hip-hop crew 01099 had the packed crowd calling for more.

Key facts

  • Full media domination of the Mittledom

  • Interactive pop-up

  • Simultaneous livestream to Galaxy Unpacked event in San Francisco

  • Live music performances kept the crowd hyped and mood buoyant throughout

Interactive pop-up
Huge crowds surrounding product placement on screens, banners and other advertising spaces.
Bringing in the crowds
Performances from rapper Ski Aggu and hip hop group 01099
Media domination
Showcasing all aspects of the Galaxy range, from lifts to escalators.
All things Samsung
The new S23 models are unmistakably the centre of attention for all our visitors.
Viewing access for all
Hundreds of visitors gathered in the Mitteldom for the spectacular performances and kick-off event.