WORLDS WITHIN
WORLDS
The biggest brand metaverse experience in Decentraland, blending technology and culture through mixed-reality, games and worlds of adventure.
Role: Associate Creative Director
Client: Samsung 837X
Agency: Razorfish/Constellation
A living, evolving platform where technology stopped being showcased and started being explored through culture, creativity, and participation at global scale.
Samsung 837 had become a physical landmark for innovation in New York's Meatpacking District. But the world had changed. The challenge was to evolve this iconic space beyond its walls, opening it to a global audience and creating something that felt truly unexpected, participatory, and future-facing.
CHALLENGE
IDEA
We reimagined Samsung 837 as an experience without physical limits. 837X was created as a Web3-powered extension of Samsung's flagship space, built inside Decentraland — one of the largest branded activations ever launched in the metaverse. Not a digital replica of the real world, but an entirely new creative canvas where technology, culture, and participation could evolve together.
The experience translated Samsung's core pillars — connectivity, sustainability, and customization — into playable ideas. NFT rewards became access points to deeper engagement, identity, and self-expression.
Simultaneously with Samsung's Unpacked Keynote in Korea, 837X hosted more than 2,000 guests watching live inside the experience. Over more than a year, 837X continuously evolved through a series of cultural activations — mixed-reality performances with DJs, and during New York Fashion Week, emerging designers showcased sustainable creations reimagined as wearable NFTs inside 837X.
To extend the experience beyond Decentraland, Discord became the connective tissue of 837X — a real-time hub for the community, hosting live conversations, event access, drops, updates, and behind-the-scenes content. Discord wasn't just a channel; it was where fans, creators, and the brand shaped the experience together.
GALAXY UNPACKED LIVE
We live streamed the unboxing of new Samsung Galaxy devices into our Connectivity Theater and created a unique entry point for samsung.com integration.
TURNING RED HEARTS GREEN
We created a unique quest that gamified the brand's sustainability efforts with a custom NFT wearable and badge.
YOU MAKE IT
We created bespoke art based on the choices users made in our all-new quest. Three paths, different character stories, and 20,000 unique NFTs delivered as a result of gameplay.
PERFORMANCES
We staged two different mixed-reality concert experiences where a performer was live streamed into our 837X metaverse from a real-life location.
IMPACT
837X expanded Samsung 837 from a destination into a global experiential platform — a place where emerging technology met music, fashion, art, and Korean creative influence, blurring the line between brand experience, digital playground, and innovation lab.
It demonstrated how brands can experiment publicly, using new technologies not as hype, but as tools for creativity, inclusion, and cultural dialogue. 837X wasn't about the metaverse. It was about pushing the boundaries of how brands show up in emerging spaces.
