Samsung

First Look at CES

CHALLENGE

Samsung’s Visual Display Division needed a launch moment at CES worthy of the products being revealed — world-first consumer television technology, including the Neo Q LED, Music Frame, and the world’s first fully translucent Micro-LED screen. The event had to feel premium and technically precise while operating within a union-regulated venue with shared walls, infrastructure constraints, and strict site line requirements.

STRATEGY

Building on an established relationship with Samsung and Cheil Worldwide across previous projects, including Samsung Developer Conference and Unpacked, INVNT brought both creative and production expertise to the Visual Display Division for the first time. The team designed a choreographed ‘First Look’ show for over 400 attendees, engineering a reveal moment in which the Neo Q LED and Music Frame were transported onto the stage via motorized scenic plinths — a seamless, theatrical effect executed entirely manually behind the scenes. The translucent Micro-LED screen was unveiled as a vision of what consumer technology will look like next.

Throughout, INVNT prioritized cost efficiency without compromising finish quality, carefully managing site lines, stage depth, and shared infrastructure to maintain a cohesive timeline and cooperative working environment across all venue stakeholders.

IMPACT

The Samsung-CES ‘First Look’ event was a resounding success, showcasing INVNT’s proficiency in event management powered by creative, innovative, and cost-efficient, tailored solutions. The team didn’t merely execute a launch moment; they created an impactful experience covered across the media.

First Look at CES