Globe partnered with Samsung and Mabel to put together the world’s first vertical gig to celebrate the launch of Samsung KX experience space in Coal Drops Yard, London.
The first-of-its-kind set boasted a stacked three-story stage over 9 metres high, allowing all elements of gig to be seen and heard in a vertical symphony. Pop and R’n’B sensation, Mabel, performed with her band, DJ and dancers across multiple levels, so the crowd could snap the perfect shot.
The campaign was inspired by research showing that 94% of smartphone users are now engaging with their devices vertically, while 79% find vertical videos the most interesting. As a result, Samsung KX created the ultimate vertical performance both on and off screen, optimised for the crowd to capture and share instantly across social media.
The vertical gig took place at the iconic kissing point in Coal Drops Yard, home to the newly opened 22,000sq ft Samsung KX experience space – a place of discovery for those living in and visiting London. This is the first of many big events to be held at the space, each event tapping into community passions and Samsung’s brand ethos to ‘do what you can’t’.
Globe’s production arm Globe Production filmed the gig and delivered multiple edits for press, socials online and OOH within 24hrs. The partnership culminated in a 40-second edit for London’s most iconic outdoor site, Piccadilly Circus with a full screen-takeover for a limited time. Globe Production also produced a full-track performance film of Mabel’s “Don’t Call Me Up” for the Samsung KX in-store screen as a legacy piece post launch.
Mabel, commented: “London will always be close to my heart as I’ve made so much music here and I’m honoured and excited to headline the world’s first vertical gig at Samsung KX. This type of forward-thinking performance paves the way for more innovation within the city’s live music scene.”
Tanya Weller, Director of Samsung Showcase, KX said: “We are so excited to bring the world’s first vertical gig to London. This experience was designed to give guests the ultimate performance at Samsung KX – a moment that’s tailored to how they like to capture and view photos and videos on their smartphone. Samsung KX is committed to bringing innovation & culture to the capital and first-of-its-kind experiences like the vertical gig are just the beginning. We fuse cutting-edge technology and grass roots culture so that guests can learn new skills, try something different and essentially ‘do what they can’t’.”
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