SAMSUNG-SPONSORED / BRAND COLLABORATION / US MARKET
A connected Galaxy setup that supports the athlete and brings the match into the arena. Designed as a Samsung-sponsored collaboration concept with NRG.
Jeff — Framework, interactions, visualization. Jerome He — Seat execution. Shared — R&D and industrial design.
Samsung-sponsored project
Summer 2024 · 14 weeks
Jeff Yap + Jerome He
01 / THE PRODUCT
One station. A connected brand experience.
Phone, Ring, Buds, chair, and adaptive frame. One Galaxy system takes the athlete from standby to game-ready—and connects the match to the arena.
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From standby to game-ready.
01 / ARRIVE & IDENTIFY
A setup that remembers the player.
Place the Galaxy Ring to identify the athlete and recall their setup. Health and anthropometric data inform the chair, elbow rest, and frame; team indicators complete the arrival.
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Identify. Ignite. Represent.
01 / ADAPT & PLAY
Support that follows movement.
Galaxy AI proposes live support as the player moves. Silicone-covered pivots and smart elbow pads follow the arms, frame, and chair—preserving handheld control.
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Elbow support. Adjusts to the player and follows the arm.
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Seat position. A personal fit that adapts with posture.
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Smart contact. Support through changing positions.
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Adaptive framework. Pivots around the athlete.
01 / SOUND & POWER
Sound and power, built into the station.
Galaxy Buds connect to an in-station amplifier, targeting zero-latency game audio. A hidden magnetic charging pad emerges as the phone approaches.
Galaxy Buds. Game audio through an integrated amplifier.
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Magnetic charging. Concealed until the phone approaches.
01 / THE LIVE EXPERIENCE
Make the match visible.
Team identity and reactive lighting translate key game moments into a shared physical experience for fans.
01 / ARENA & TRAINING
One system, two settings.
Arena — 16 teams, 64 players, following PUBG Mobile’s format. Training compound — A consistent setup for daily practice, player support, and performance.
Arena layout. 16 teams. 64 players.
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Game on. The resolved station, from every angle.
02 / THE BRIEF & PARTNERSHIP
A technology brand. A cultural partner.
Samsung’s brief: propose a US brand partner to connect with Gen Z. NRG brings gaming culture; Galaxy brings connected technology. Our wider research also considered Gen Alpha in North America.
Samsung
Mobile innovation. A connected Galaxy ecosystem.
NRG
Los Angeles, 2015. Esports, creators, and gaming lifestyle.
Shared value
Better player support. More engaging arenas. Broader cultural reach.
02 / UNDERSTANDING NRG
More than a team. A culture platform.
Championship teams, creator-led entertainment, and everyday style. NRG gives Samsung a route into youth culture. Research: 2024.
2B+
Content views in 2024. Gaming with reach beyond the tournament.
20M+
Followers of creator and co-owner Nicholas Armstrong.
20,000 ft²
Spectrum Castle, LA. A $10M hub for content, events, and community.
Everyday
NRG Fundamentals. Gaming identity worn as hoodies, crews, and tees.
02 / WHY MOBILE ESPORTS
Meet the next generation where they play.
Mobile is the opportunity. Signals from our 2024 research; 2025 figures are forecasts.
26% ↓
Less PC and console playtime since 2021.
73%
Gen Alpha mobile gamers in North America.
41% ↑
More mobile-esports watch time, 2023–24.
318M
Forecast mobile-esports audience, 2025.
418 → 548M
Esports content views: 2019 → 2025 forecast.
Athletes
US recognition since 2013. College scholarships, structured training, full-time competition.
02 / OBSERVING THE EXPERIENCE
Support the player. Preserve the controls.
Tournament footage revealed forward necks, slouched backs, rounded shoulders, and sustained phone holding. Spectators watched mostly through an overhead screen.
02 / DESIGN OPPORTUNITIES
Support play. Amplify the arena.
Three opportunities, drawn from tournament rules and observed player behavior.
01
Preserve control. Control-changing attachments require staff consent. Improve the environment while keeping handheld play intact.
02
Relieve strain. 8–12 daily training hours; over 40% report pain. Support the neck, shoulders, back, wrists, and phone weight.
03
Engage the room. Move attention beyond the overhead screen. Translate player actions into team cues and reactive lighting.
02 / THE PARTNERSHIP, MADE TANGIBLE
From sponsorship to a shared experience.
Samsung’s ecosystem meets NRG’s cultural reach through one player-to-arena experience. Next: validate fit, stability, movement, tournament compatibility, and spectator understanding.
TEAM · JEFF YAP / JEROME HE
ORIGINAL PROJECT SOURCE
03 / PROCESS — DESIGN DIRECTION
Geometric precision. Vivid energy.
Geometric Sensuality Evolved — Samsung’s precise forms and refined surfaces. Vivid Disruption — The expressive energy of gaming.
03 / PROCESS — SYSTEM ARCHITECTURE
From the body to the framework.
Mechanism and armrest studies explore support, pivots, and sliding tracks around the player.
03 / PROCESS — FORM DEVELOPMENT
Many directions. One coherent system.
Frame silhouettes and seat proportions bring Samsung’s geometry together with NRG’s expressive identity.
03 / PROCESS — SURFACE & DETAIL
Resolving the frame, one transition at a time.
Section changes, junctions, and contact surfaces resolve the framework. Jeff: framework and visualization. Jerome: seat execution.
03 / PROCESS — DEVELOPMENT ARCHIVE
The work behind the final form.
12 studies: component mapping, mechanisms, chair references, phone mounts, and form alternatives. Shared R&D and industrial design. Pause or step through to explore.
https://www.chrispena.design/oocrb