Miniature Roombox

Samsung Model Homes: Eclectic Nostalgia, 2022

Campaign Strategy and Execution by BBH Singapore

The Samsung Model Homes campaign roped together five miniature artists from around the world to each create a themed miniature roombox featuring Samsung’s home appliance products, designed for a Southeast Asian audience. The miniature apartments were then used in a series of Instagram campaigns to show how Samsung products could adapt to different lifestyles and aesthetics.

The theme I got to work with was ‘Eclectic Nostalgia’, creating a kitchen & dining space for an art-loving couple in their 30s. Together with Samsung & BBH, we decided on a rust and navy colour palette for the room, incorporating a mix of contemporary and vintage furniture, patterns and decor. The roombox was created using a host of different techniques, from sculpting to laser-cutting to 3D printing, and a variety of materials like MDF, paper, polymer, jute, rexine and more.