Role: Head of Art for Digital at Leo Burnett London
A new way to connect with contemporary art
The briefSamsung’s Art of Feeling app gave gallery visitors a new, emotionally driven way to experience art. By tracking and responding to how each piece made them feel, the app guided users through an augmented journey of the exhibition. In return for their interaction, visitors received a personalised artwork — a unique reflection of their emotional response to the show.
Turning emotion into interactionTo launch the Samsung Galaxy Note 4, we partnered with galleries around the world to bring this innovative, emotionally driven experience to life. Using the Note 4’s built-in technology, visitors could scan NFC tags placed beside each artwork — unlocking a deeper, more interactive connection with the pieces on display.
Smart navigation for an emotional experienceEach visitor received a Samsung Galaxy Note 4 loaded with a custom mood map to guide their journey through the gallery. Using the app, they could navigate the floor plan, explore artworks by emotional theme and capture their personal reactions along the way.
Personalised. Printed. Yours.At the end of their visit, each guest received a custom artwork — printed on-site and entirely unique. It was a personalised visual piece, generated from their emotional journey through the gallery.