Task: The Galaxy S10 does not only represent the 10th generation of the Samsung Galaxy range but also embodies 10 years of technological innovations. To celebrate this important anniversary, the retail launch of Samsung’s flagship smartphone had to be as innovative and premium as the product itself. Idea: Leveraging simple shop windows into playful and unique multimedia installations that broke the “fourth wall”, we allowed the audience to experience Samsung's innovations and the Galaxy S10 in an engaging new way, creating interactions between customer and brand and turning abstract features into easy to understand benefits. Implementation: For the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, was exclusively given to one brand. From optical illusions to mechanical machinations to kinetic projections and interactive experiences each of the ca. 4x4m sized windows featured a different innovation or technical feature from the Galaxy S10 or its predecessors. The majority of the exhibits even allowed for direct interaction by using the sensors and technology originating in Galaxy smartphones and drew people to the exclusive Galaxy pop-up showroom inside the KaDeWe. Being on display for the whole month of March 2019, more than 1.4 Million customers saw the shop windows, including around 11,000 daily interactions with the installations.