Samsung The Wall

Augmenting interior design through art and technology: The notion of kinetic walls is adding a new dimension to the room. Geometrical shapes and generative patterns react to live data, displayed on a large-scale screen to neatly integrate into the space.

Samsung’s The Wall and QLED TVs continue to take the meaning of screens as part of the interior to the next level. In 2019 onformative was commissioned to develop another collection of exclusive digital real-time artworks for Samsung’s latest TV lineup. As a contrast and complementation mutually, the content for the Ambient Mode focuses on kinetic concepts to bring a dynamic dimension to the room. During the design research a variety of visual concepts was developed, which we present alongside the final ambient artworks.

The collection plays with the rigidity of elegant interior design and the opposing lightness that lies in motion, combined with the sensual quality of colours and lighting. The broad range of art content was designed and developed in close collaboration with the Samsung UX/UI team.

Reflecting patterns and shapes that are found in modern interior, the essential elements are rather geometrical than organic: lines, sticks, disks and tiles ingeniously combined in distinctive, kinetic patterns.

Customizable colours and materials enhance the visual quality of the moving shapes. Through their motion the characteristic grids in the artwork build a harmonic balance to the space they are in, adding a unique depth to the atmosphere.


Creative Direction: Cedric Kiefer
Art Direction: Bernd Marbach, Lena Steinkühler, Vincent Schwenk, Dmitry Zakharov, Misha Shyukin, Ricardo López
Production: Julia Laub
Technical Direction: Henryk Wollik
Code: Henryk Wollik, Ryan Alexander