At Cannes, Samsung Shifts From Slick Product Demos to a Hands-on Workshop Approach

The brand's CMO explains its interactive showroom strategy

CANNES, France—Samsung wants everyone to create content with its devices—even other marketers. Last year’s Cannes Lions Marketer of the Year has returned to the festival with an “immersive bespoke space,” Atelier Samsung, where it will hold workshops to “help industry leaders reimagine their brands through the lens of creators using Samsung’s mobile, VR and Gear 360 offerings,” explained a rep for the brand.