Based on the insight that 94% of artphone users engage with their devices vertically, while 79% find vertical videos the most interesting, we ask ourselves: Why do the things we like to record the most still stand in horizontal?

In celebration of the official launch of Samsung KX - London's new destination for everything culture and innovation - we created the world's first vertical stage gig repared for digital life. A concert designed for the new generations to share the experience in the star format of social networks: the stories.

Aligning with Samsung's brand promise 'Do what you can't', the vertical gig was performed by pop and R&B star Mabel who took to the stacked three-story stage, towering over nine meters high - providing the audience with the perfect 9:16 shot. The stage allowed all elements of the gig to be seen and heard in a vertical symphony.  

Following the launch, Samsung KX will offer guests a more multi-sensory experience and inspire people to push their limits, discover and learn, via Samsung technology.

Silver. Innovation. Caples

Silver. Brand Experience Design, Ojo De Iberoamérica
Gold. Idea, CdeC
Silver. Innovación, CdeC
Silver. Craft, CdeC
Shortlist. Transforming Idea, CdeC