The 50m long curved rear projection surface, which was suspended in the perfect curve without any substructure - i.e. by its own weight alone - welcomed the visitors of the IFA. The surface was optically extended by high mirror walls on the left and right. Interactive terminals allowed visitors to scan their faces, which then pixelated into Samsung products on the big screen and morphed into the Samsung world. Samsung already called this "The new normal" in 2017.