Samsung Dreamground
Project Overview
Samsung challenged us to reframe 5G not as mere speed, but as the infrastructure for imagination. To manifest that vision, we transformed Los Angeles’ Hollywood Park and SoFi Stadium into Dreamground—a 5G-powered mixed reality playground. In this space, physical sculptures “breathed” with digital life, and visitors became co-creators in a shared augmented experience.
We merged art, network technology, and personalization in the real world, turning stadium grounds into canvases where imagination could take shape. The public engagement wasn’t passive: thousands of visitors actively participated, contributing to a collective digital tapestry layered on top of the place.
Objective
Our objective was to make Samsung 5G feel real—less about technical specs and more about what it enables: seamless blending of physical and digital worlds. We needed an activation that would astonish, invite participation, and broadcast a narrative: that 5G is a foundation for new forms of creativity.
To achieve that, we had to build not just an AR demo, but a living, breathing environment that mechanically united network, sensor, design, and human imagination. Every visual, interaction, and engineering choice had to support the story: “Crossing reality into imagination.”
Scope of Work
Concept & Prototyping
We ideated and prototyped the Dreamground concept—turning abstract network potential into tangible, scalable experience elements.
Technical Art Direction & Interaction Design
We led the design and iteration of the interaction layer: how sculptures animate, how users move between digital and physical, how latency, tracking, and spatial coherence remain invisible.
Mixed Reality Sculptures & Layered Systems
We designed and built sculptural forms that served both as physical objects and AR anchors, coding their behaviors to respond to user input, spatial constraints, and network signals.
Participant Co-Creation Infrastructure
We developed tools and systems that allowed visitors to contribute digital artifacts—shapes, light, motion—to the shared augmented landscape, making each participant’s imagination part of a collective work.
Collaboration & Execution
We coordinated with partners like Weiden & Kennedy and Moment Factory for production support, content integration, and deployment logistics.
Outcome
We hosted thousands of visitors who immersed themselves, co-creating digital sculptures layered over physical space.
Dreamground became a flagship AR activation recontextualizing Samsung 5G as a platform for creative play rather than just bandwidth.
Public and media response framed the experience not as a demo but as a cultural moment—a physical fallback for digital dreams.
The project reinforced Samsung’s narrative in immersive media, proving that advanced network tech can be felt, shared, and imagined in real time.
