Samsung Unpacked 2023 / Animation

Unpacked is a biannual event held by Samsung Electronics that showcases new devices, including smartphones, tablets, and wearables. First launched in 2009, the event involves live-streaming talks and demonstrations from Korea, coupled with activities in local territories. For Unpacked 2023, we worked on an experiential project at Samsung Kings Cross, London, which included an animated piece designed for the world's first 10-metre-wide Samsung curved screen. The animation style, born out of our K World project, was inspired by the graphic language we created for KWorld, which has rich references to Korean culture.