Creative agency designs experiential destination to showcase innovation within the spirit of the Olympic Games

NEW YORK and LONDON, Feb. 11 /PRNewswire/ -- Imagination, the global brand communications agency, today 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 February 24th 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 programs 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.

"Recognizing 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 center 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.

About Imagination

Launched in London in 1968, Imagination is an independent communications agency whose roots lie in non-traditional, live, experiential marketing.  Imagination has 12 offices around the world, and the full complement of specialists in house, from brand consultants to architects, advertising specialists to interior designers, retail specialists and event producers to direct marketers and digital experts.  This unique offering enables Imagination to approach every problem from broader and more unanticipated angles, build solutions from the ground up across all channels, and deliver insights aligned with the way people wish to interact with brands – not only face-to-face but in all mediums.  Imagination's clients include Aston Martin, Guinness, oneworld Alliance, Disney, Ford, Johnson & Johnson, Goldman Sachs, Shell and Samsung.

For more information please visit: www.imagination.com.

SOURCE Imagination

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