Samsung Model Homes
Campaign Strategy and Execution by BBH Singapore
The Samsung Model Homes campaign roped together five miniature artists from around the world to each create a themed miniature roombox featuring Samsung’s home appliance products, designed for a Southeast Asian audience. The miniature apartments were then used in a series of Instagram campaigns to show how Samsung products could adapt to different lifestyles and aesthetics.
Nambiar with her ‘Eclectic Nostalgia’ roombox
The theme I got to work with was ‘Eclectic Nostalgia’, creating a kitchen & dining space for an art-loving couple in their 30s.
Prepping & Planning
I began the project by creating sketches and moodboards to arrive at the aesthetic of the space and all of the miniature objects to be created for it. Together with Samsung & BBH, we decided on a rust and navy colour palette for the room, incorporating a mix of contemporary and vintage furniture, patterns and decor.
The roombox was created using a host of different techniques, from sculpting to laser-cutting to 3D printing, and a variety of materials like MDF, paper, polymer, jute, rexine and more.
Watch the entire making of the ‘Eclectic Nostalgia’ roombox!
Explore the finished roombox below
PROJECT CREDITS
Samsung ‘Eclectic Nostalgia’ Roombox by Artist Ruchika Nambiar
Production Assistants • Oviya PKP, P Aishwarya, Jyothika R
Photographs • Hemanth KM
A huge thank you to Samsung & BBH Singapore for a wonderful collaboration.
Check out the entire campaign on Samsung’s Southeast Asian Instagram pages to see all the other roomboxes too.
PROJECT LINKS & SELECTED PRESS
Samsung Thailand Press Release, Samsung Indonesian Press Release
Campaign Brief Asia, Branding in Asia, Adobo Magazine, LBB Online, DroidLime, PositioningMag