Samsung × Vogue:
The Movement of Design

Client:

Samsung / Condé Nast / Vogue

Production:

FutureDeluxe

Role:

Creative Director

Year:

2024

For the opening of New York Fashion Week 2024, and the launch of the Samsung Galaxy Z Fold6 and Z Flip6, Samsung and Vogue commissioned an interactive installation that put generative design directly in the hands of fashion's most creative audience.

The installation was built around the work of Colin LoCascio, whose motifs: sequins, knit hoops, flowers, fringes, were translated into generative pattern brushes.

Visitors stepped in front of large LED screens and used hand gestures to paint with the brushes, creating their own artwork in LoCascio's visual language in real time.

At the end, they captured a selfie in front of their piece and used a Samsung Galaxy device to enhance it with Galaxy AI tools, making the product the natural conclusion of the creative journey.

Learn how was it made ↓

Results

Days

at NYFW

1,500+

Visitors

How was it made?

Translating a designer's vocabulary into code

The central challenge was making generative design feel genuinely personal rather than arbitrary, and doing it in a room full of people who make their living from creativity and have seen every tech activation at Fashion Week.

Making the gesture feel like painting

LoCascio's motifs: his sequins, knit hoops, flowers, and fringes, were coded as procedural generative patterns in Unity, each one behaving according to rules derived from his actual design language.

The music and sound, composed by Emiddio Vasquez, were synced to the graphics in real time, responding to what was being painted on screen.

The result was a system that felt like painting in someone else's creative vocabulary.

The phone as the natural conclusion

The gesture mechanic: hand movements tracked by motion sensors translating into brush strokes on a large LED canvas, kept the experience physical and intuitive, more like painting than operating a device.

The Samsung Galaxy product integration was designed to feel earned: by the time a visitor reached for a Z Flip6 to capture and enhance their artwork, they had already spent several minutes inside a creative system built around Samsung's technology.

The phone was the natural next step, not the point.