Space to Dream
Amplify
Client: Samsung
An experience where Amplify’s tech and production team pushed what’s possible, creating an experience innovation fusing digital, AI, physical production, and a 23-day immersive dreamscape transforming Darling Harbour during Vivid 2025, Sydney's festival of light. With art and cutting-edge technology, the amplifiable experience blurred lines between immersive installation, performance, sponsorship, and disruptive media while demonstrating Samsung Galaxy AI and Galaxy S25 functionality. With 75% of Gen Z identifying time-saving as AI's greatest benefit, yet putting dreams on hold due to work demands, the ‘Space to Dream’ experience brought to life Vivid 2025’s theme ‘dreaming’, demonstrating how Galaxy AI helps reclaim time and freedom needed to dream again. For 23 days,three monolithic 18-metre high towers rose from the water at Sydney’s iconic Darling Harbour, creating a massive 4-sided digital canvas for nightly performances by artist Chloe de Brito and composer Milan Ring. Waterfall effects, water reflections, and rising mist magnified the spectacle. Guests then took control, using Galaxy S25's Drawing Assist, to co-create dreamscapes, AI filters to transform portraits, and custom apps to manipulate towers through gesture controls. A walkthrough experience got hands-on with 7 key Galaxy AI features. Designed to be seen by millions (65 million in fact), the experience launched with its own film, generating 195 broadcast, radio and press hits globally, with creator events and content further amplifying the experience around the world. 518K visitors, 143K product interactions, 65M reach, and directly attributable to tracked sales.