LONDON, England – September 3, 2019 – Samsung Electronics Co. Ltd has made history with the world’s first vertical stage gig performed by Mabel at the grand opening of Samsung KX – London’s new destination to experience the latest in culture and innovation, powered by Samsung technology.
Celebrating 50 years of innovation by showcasing a glimpse into how we could live in the future, the new space offers guests a taste of a fully connected lifestyle with a range of experiences featuring cutting-edge technology. From fashion and fitness, to science and street dance, local thought leaders gathered in Samsung KX to mark the official launch with a conference that crowned creativity in the capital.
Exploring futuristic trends, research shows that 94% of smartphone users are now engaging with their devices vertically, while 79% find vertical videos the most interesting. As a result, Samsung KX concluded the launch celebrations by creating the ultimate vertical stage performance both on and off screen, optimised for the crowd to capture and share instantly across social media.
The first-of-its-kind set boasted a stacked three-story stage over 9 metres high, allowing all elements of the gig to be seen and heard in a vertical symphony. Pop and R&B star, Mabel, who is local to King’s Cross, performed with her band, DJ and dancers across multiple levels, so the crowd could get the perfect shot.
The vertical gig took place under the iconic kissing point in Coal Drops Yard, home to the newly opened 22,000sq ft Samsung KX experience space – a place of discovery for those living in and visiting London. The new destination serves as a live example of how we could live in the future, offering guests a more multi-sensory experience to inspire people to push their limits, discover and learn, powered by Samsung innovation. This is the first of many events to be held at the space, each tapping into community passions and Samsung’s brand ethos to ‘do what you can’t’.
Highlights of the evening included:
Global music act: A performance from pop and R&B star, Mabel, best known for her hits ‘Don’t Call Me Up’ and ‘Mad Love’
State-of-the-art three-story, vertical stage towering 9.1 metres: A bespoke stage located under the kissing point of Coal Drops Yard, perfect for that Instagram story shot
Innovation Conference: A panel of experts all reflecting on how community, tenacity and empowerment has helped shape their careers in the capital, and how to adapt for the future
Complete audio-visual experience: A light show of LED panels lining the exterior of the unique building that pulses to the beat of the music
Audience of 2,000 people: Londoners gathered to enjoy the free exclusive vertical gig hosted by Samsung KX
Tanya Weller, Director of Samsung Showcase, KX said:
“We are thrilled to deliver a world first music event for our guests at Samsung KX; this experience was designed to give fans the ultimate performance tailored specifically for instant sharing. We pride ourselves on creating innovations that defy barriers and tonight’s vertical stage performance alongside a panel of thought leaders showcased how if we work together, we can do just that. We’re excited to see how Samsung can integrate into their visions of a better future by providing a destination for the latest in local culture and innovation, powered by Samsung technology.”
Mabel, comments: “London will always be close to my heart as I’ve made so much music here and I’m honoured and excited to headline the world’s first vertical gig at Samsung KX. This type of forward-thinking performance paves the way for more innovation within the city’s live music scene.”
The performance was supported by Harman technology; Samsung’s leading subsidiary.
To learn more about the diverse range of events and experiences on offer, visit Samsung KX at London’s Coal Drops Yard, or online at www.samsung.com/uk/kx
 The Drum
 Martech Advisor