At IFA trade show in Berlin, Samsung hosted a promotional campaign at the KaDeWe luxury department store. The central figure of the campaign was a stylish Neanderthal who embodied the fusion of different eras. This idea was brought to life through ten shop windows that showcased art installations, which combined prehistoric times with interactive design in a concept known as "reinvented evolution". Meanwhile, inside the store, visitors were greeted by a massive kinetic sculpture floating above them, and curved TVs were transformed into digital aquariums that displayed bioluminescent creatures, resulting in a unique and memorable shopping experience.