Samsung’s Color Therapy is a multi-sensory experience that will be launched in six cities worldwide
If you’ve ever felt blue, seen red or been tickled pink, you know that color is closely linked to our emotions. Samsung wants to prove this with a series of interactive billboards that change color according to the weather.
A screensaver-like billboard has been installed in New York’s Times Square and others will be coming to London, Amsterdam, Singapore and Toronto over the next few weeks. The project is called Color Therapy and it is designed to showcase the capabilities of the new Galaxy Tab S which displays more than 90% of nature’s color palette. The billboards use the same technologies as the Galaxy Tab S displays on a larger scale.
“When one experiences color on a purely emotional level, unfiltered and instinctually, it is as if one were actually seeing a completely new range of colors”, renowned intermedia artist Marcos Lutyens, who designed Color Therapy, explains on his website.
Lutyens’ abstract images are accompanied by music from world music artist Yuval Ron and the concept itself was developed by Samsung’s longtime agency, Cheil Worldwide. The images change color and shape in nearly 150 ways in correspondence with the humidity, wind and temperature of the city.
Luckily for those of us in rainy climates, the colors do the opposite of the weather. On cold, wet days, the billboards have warm tones and on sunny days they display cool colors. Similarly, the pace of the music speeds up or slows down in an inverse relationship with the pace of the city.
On his website, Lutyens says:
The project seeks to engage with passers-by, as visuals evolve and morph to counter-balance according to each city’s current conditions. The color of the elements counter the weather conditions, creating emotional warmth when it’s cold, wet or windy, and a feeling of calm and being refreshed when it’s hot, dry or still.
Each city has its own motif, the Milan billboard features shattered glass, Singapore’s is smoke and New York’s creates images from ink.
The aim of the project is to demonstrate the power of color on the thousands of people who move through the heart of each city every day. The displays have been designed to have a positive impact on passersby, lifting their mood through color alone. As a multi-sensory and uplifting experience, Color Therapy is a natural way for Samsung to promote the powers of the new Galaxy Tab S.