Rio 2016; Samsung Galaxy Studio (UNStudio)

©Joana França
©Joana França


Ben van Berkel / UNStudio design the Samsung Galaxy Studio at Olympic Park for the Rio 2016 Olympic Games

Following an international competition to design the main Samsung showcase at the Olympic Park Pavilion, UNStudio was engaged to develop a design that builds on the brand’s history with the Olympic Games.

Samsung Electronics has been a Worldwide Olympic Sponsor in the Wireless Communications Equipment category since the Nagano 1988 Olympics. The design goal for the Samsumg Galaxy Studio was to develop an immersive visitor experience that incorporates pivotal design elements from the Samsung Galaxy brand philosophy.

The Galaxy Studio was specifically designed to help visitors embrace the excitement of the Rio 2016 Olympic Games and celebrate the Olympic spirit, enabling them to create, capture and share their own experiences.


“The showcase exemplifies the theatre of multi-sensorial experiences that become possible when culture meets commerce. Providing an immersive retail experience that shifts from transaction to entertainment, the Samsung studio invites the visitor to experience the brand through storytelling and the simulation of real-world experiences. At once a theatre and a gallery, the pavilion demonstrates what we can look forward to in the future of retail.”

Ben van Berkel


The creative guidelines from Samsung Electronics called for a design that is clean and that uses simple lines, taking visual cues from the contemporary product lineup. As a result UNStudio developed a series of interpretative designs that aligned with the brand’s vision in 2016.


“The aspiration for the architecture was to facilitate a canvas for imbedded technology, interaction and memorable sensorial experiences for the visitors.”

Ben van Berkel



More info and photos after the break.

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