Kings X Experiential


The new 20,000-square-foot brand showcase located at London’s Coal Drops Yard is a destination that brings together local culture and unique innovation with the global community including both London residents and visitors.


Create an experiential retail display to bring the features of the Samsung Galaxy Fold to life. Experience to be self guided and easy to navigate for consumers.


Consumer expectations for in-store experiences have risen dramatically in recent years. Display must be engaging to cut through and inspire purchase.


Taking inspiration from the unique shape of the device and the ATL key visuals, the installation’s huge visual draw is its moving canopy of over 500 individually hand-painted spring mounted butterflies. Each one flutters via a hidden motor that sends vibration through the fine wire mesh causing a ripple like effect.

The device display units each also have their own larger hand-crafted and animatronic painted butterfly, which are triggered by a motion sensor when activated by a customer walking close to them. These open to reveal printed copy detailing the device features and accessory spec information.


The playground of tech has already received mass press and social media attention, with features in the likes of The Standard and Time Out London. The butterflies, and in turn the whole display have been Instagrammed a lot, which we think is as good a compliment as you are ever going to get these days!