Samsung First Look is a TV launch event that occurs in the begininng of January every year. It is part of the larger Las Vegas CES. The 2016 First Look was particulary challenging due to the space, Frank Gehry’s Lou Ruvo Center, and the need for a dynamic reveal. Projections of geometric shapes, floating curved scrim panels, and a kabuki drop were utilized to create the reveal moment. All design elements were reflective of the new Samsung TV’s themselves.

Freelance Designer at MKG

Pre-Reveal Rendering

Post-Reveal Diagram

Mid-Reveal Rendering


Post-Reveal Rendering

Overall Floor Plan


Main Stage TV Display

Large TV Displays Rendering

Large TV Displays


CES First Look

Pre-Reveal Diagram

© 2021 Annie H Chen