Samsung Ads NewFront
A fresh take on the Newfront stage. For the second consecutive year, our team partnered with Samsung Ads to reimagine its 2026 presentation as a dynamic, design-forward experience, welcoming more than 400 advertisers, media buyers, and press for an inside look at the evolution of Samsung’s connected TV ecosystem.
A custom-built theater environment anchored the experience, setting the tone for a program that blended insight with entertainment. Remarks from Samsung executives were complemented by a special appearance from YouTube creator Mark Rober, while elevated catering moments and a cohesive visual identity carried a sense of energy and intention throughout the space.
Our team led the full scope of concept, design, and production, shaping a presentation that felt sharp, engaging, and distinctly Samsung, reinforcing its position at the forefront of the streaming landscape.
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Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
