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Art of Fitness

Concept, Interactive, Installation

Art of Fitness

Real-time generative artworks

Samsung reached out to Little Red Robot to create extended reality experiences that would be entertaining as well as powerful for marketing their newest Galaxy products.

Art of Fitness
Art of Fitness

To do this, we championed an experience that could join the physical world with the digital world, for a tactic to market Samsung’s connected product offering aimed at the fitness and active lifestyle demographic – the new flagship smartwatch, the Galaxy Watch Active, paired with the new Galaxy smartphone. The biggest obstacle, aside from not having the top secret pre-consumer-release devices to engineer our solution on until the last minute, was more existential – how could we market fitness and activeness to audiences arriving in their street clothes at retail locations, events and pop-ups!?

LRR engineered a solution that would use the biometric sensors onboard the Galaxy Watch Active to create unique 3D real-time generative artworks from the users movements and activity, which also was reactive with spatial sound design. We made Apps on each device that would speak to each other as well as allowed personalization of the experience.

The movements were developed in collaboration with LRR’s friends, celebrity personal trainer Kirk Meyers and his team of fitness experts at the Dogpound.

Art of Fitness
Art of Fitness
Art of Fitness
LRR designed the installation modularly so that it could be experienced by tens of thousands of consumers worldwide simultaneously as part of our Galaxy Tour, which also included semi-permanent installations at Samsung’s first US retail flagship store in Glendale, California and inside The Samsung 837 Experience Center in the Meatpacking District of NYC.

The Art of Fitness also featured printable and digitally shareable gifts for the participants of a copy of their unique artwork created by their bodies biometric activity and their own movements during a freestyle moment that was part of the experience creating thousands of online social media impressions and creating more hype for Samsung.