Samsung Collaborates with Miguel Chevalier for “Origin of the Curve” Art Installation at IFA 2014

South Africa, Johannesburg – September 17, 2014 – Samsung Electronics, the market leader in TV technology for the last eight years, has announced its partnership with world-renowned digital artist, Miguel Chevalier, to create the “Origin of the Curve” digital art installation, which will be on display at the Samsung booth during IFA 2014, from September 5-10 in Berlin. IFA is Europe’s largest consumer electronics and home appliance trade show.

“Through its brilliant merging of technology and art, “Origin of the Curve” represents a new and emotional approach to creative marketing. Attendees will have the opportunity to experience the power of the Curve with the fully immersive sensory experience provided by Miguel Chevalier’s poetic and elegant art installation that utilises the incredible and natural design of the new Samsung Curved UHD TV, launched in May 2014 in South Africa,” says Ansgar Pabst, Business Lead for TV/AV at Samsung Electronics SA.

The “Origin of the Curve” is composed of several overlapping arches and multiple Samsung Curved TVs showing virtual-reality artwork that shifts and transitions in choreographic movement to generative music provided by composer, Jacopo Baboni Schilingi. To amplify the multi-sensory and immersive experience, infrared sensors allow attendees at IFA 2014 to interact with “Origin of the Curve” by creating distinct visual fluctuations of intricate coloured patterns on its curved TV screens.

“Origin of the Curve” is displayed in Ultra High-Definition resolution to provide a stunning and full-spectral rendering of the new Samsung Curved TV’s impressive UHD colour capability.

“When working with digital imagery as a medium, having the ultimate in display capabilities is crucial to the successful execution of my creations,” said world-renowned artist, Miguel Chevalier. “The new Samsung Curved TV merged seamlessly with my artistic direction for “Origin of the Curve” as it delivers the very best high-definition and colour capability, coupled with an elegant curved design that draws you in and envelops the viewer.”

Demonstrating the increasingly merging worlds of art and technology, the “Origin of the Curve” takes inspiration from the specific shape and immersive, living-picture qualities of the new Samsung Curved UHD TV.

Pabst concludes: “We are connecting with our customers in a more emotional way through our collaboration with Miguel Chevalier. Starting from the IFA trade show, we will try to imprint ‘the Power of the Curve’ on the customers’ mind by displaying artistic, premium visuals on the Samsung Curved TV.”
About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of TVs, smartphones, tablets, PCs, cameras, home appliances, printers, LTE systems, medical devices, semiconductors and LED solutions. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion. To discover more, please visit www.samsung.com.
About Miguel Chevalier

Miguel Chevalier is a French artist, known as one of the pioneers in the digital art, working on the new style of art using a computer since 1978. He also has hosted and joined huge-scale projection exhibitions in major cities outdoor in public spaces, museums and contemporary art centers in Europe, Asia, US, and South of America.

Author: Karabo Sera from Epic Communications.

CLICK HERE to submit your press release to MyPR.co.za.