To create a unique launch event on a global concept revealed only 2 weeks prior to the event! Kotsovolos and Samsung accepted our proposal to create a one of a kind cube LED screen 3.20m high. This unique installation projected video from early in the morning inviting all passing by to attend the event at 20:00. At the same time, cube inspired set design was set up and there people could see, touch and use the new mobile phones by Samsung. The launch was attended by some 200 people and was highly impressive as the LED cube opened for the presenter to exit and was used to project 360o videos. Following the launch presentation a street party took place and the cube projected videos presenting the features of the mobile phone.