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Press Release


Imagination activates Samsung's sponsorship of Winter Olympics

Imagination activates Samsung's sponsorship of Winter Olympics

Imagination, the global brand communications agency, has launched the Samsung Pavilion at the Winter Olympic Games in Vancouver.

This is the third time Imagination has created an Olympic environment for the Samsung brand. Opening today, the Olympic Rendezvous @ Samsung will remain open to the public throughout the duration of the Games until the 24th February and is expecting up to 8,000 visitors a day.

Imagination and Samsung’s global agency Cheil Worldwide have partnered on numerous extraordinary experiential destinations over their 10-year partnership, including previous Olympic activation programmes in Salt Lake City (2002) and Beijing (2008).

This year’s Olympic Rendezvous once again underscores Samsung’s commitment to connecting with a wider audience, and its enthusiasm for bringing the public closer to the Games in new, interactive and engaging ways.

“Recognising that the public is seeking better and more seamless engagement in all areas of their lives, we’ve created an opportunity for spectators and athletes to interact organically with the Olympic Games and with each other.” said Sally Crabb, Creative Director of Sports, Imagination.

“Our aim was to create a centre for Samsung to add value to the visitors’ Olympic experience, and a home-away-from-home for athletes and their families.”

Showcasing Samsung’s latest product designs and innovative technologies, the Olympic Rendezvous Pavilion serves as a hub of participation, entertainment and hospitality for both visitors and athletes. The aim of the destination is to encourage visitors to spend time with the Samsung brand, enticing them to learn about the latest products through numerous fun and social interactives.

The environment has been designed to reflect the spirit of the Olympics and create lasting connections with visitors by offering experiences through unique games, athletic and design competitions, activities and displays that bring the Samsung brand and products to life.

An intrinsic part of the design solution was to create a canvas for spectators to personally leave their mark on the pavilion. Spectators will be able to upload information, text, and pictures onto the environment.

They can also complement Samsung Design Studio’s work via design competitions that offer the opportunity to win a snowboard everyday of the Olympics. The space also offers a unique venue from which athletes can watch all the live stage activities, from the comfort of the Pavilion.

The look and feel of the Pavilion, graphic identity, digital installations and digital film experience created by Imagination are all inspired by this year’s Vancouver Olympics and express Samsung’s power to unite people, inspire excellence and drive technical innovation.

“As a brand Samsung wants to engage in the lives of the Olympic spectators in an unobtrusive way. For Imagination, it’s all about creating experiences that make a difference. The live crowd, athletes and press will transform this place into a living, breathing destination.” Sally Crabb, Creative Director of Sports, Imagination.

For more information please visit: For press enquiries in Europe, contact: Sushil Mitchell PR and Communications Manager (Imagination) 07779 792835

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