Designing an Immersive Mobility Experience With Harman
For CES 2022, Samsung showcased its future mobility technologies ranging from digital cockpits to autonomous vehicle interfaces—through a cutting-edge media installation experience rather than traditional physical prototypes. I was part of the creative team responsible for designing the spatial digital experience, helping transform complex in-car technologies into intuitive, immersive storytelling using dynamic motion, space, and light. The result was a CES centerpiece that engaged global visitors both visually and emotionally.
CES 2022: Showcasing the Future of In-Vehicle Experiences
Role
UI Experience Designer
Designed interactive narrative structure for Samsung’s immersive CES mobility zone
Collaborated with Cheil Worldwide’s creative team (motion, spatial, experience planning) to choreograph spatial flow and visitor emotion
Translated complex in-vehicle technologies (cockpit UX, ambient sensing) into layered visual storytelling
Defined visual rhythm and screen choreography across synchronized large-format displays using modular content systems
Challenge
Visualize abstract, sensory technologies in a human-centered and spatially immersive way
Replace static product displays with a narrative-driven environment
Coordinate multi-screen motion content with precise timing and spatial relevance
Communicate connected mobility themes (adaptive driving, ambient interaction) without relying on physical interfaces
Creative Approach
Combined Samsung’s mobile and in-vehicle technologies into a cohesive spatial experience.
Designed distinct zones representing various future mobility scenarios (e.g., commute, relax, connect).
Used light, sound, and media to simulate transitions between user states and driving modes.
Built content modularly for flexibility and reuse across future events.
Collaborated with Cheil Worldwide’s creative team—including motion designers, experience planners, and interior architects—to choreograph a seamless visitor journey.
Outcome
Successfully launched at CES 2022 as Samsung’s core mobility experience zone
Widely covered by international tech media as a standout example of digital storytelling at the event
Helped reposition Samsung’s mobility strategy as future-forward and emotionally intelligent
Served as an internal creative benchmark that influenced the concept direction of Samsung’s 2025 CES exhibition
Recognized for creative excellence and strong cross-disciplinary collaboration between design, experience, and engineering teams
Samsung Electronics at CES 2022: Innovative In-Vehicle Experiences
Cheil worldwide
Task Scope: Media Installation, Digital Contents
Sub Tasks: UI/UX Design, Art Direction, Guidelines
Date of Completion: 2022
