The Freestyle Projector Displays


Samsung display

Samsung: ‘The Freestyle’ Projector Launch

This one-of-a-kind compact projector by Samsung is designed to improvise a screen, anywhere you go. The in-store display challenge was to showcase Samsung’s latest home entertainment solution within a variety of retail spaces.

Thank you Cheil Australia for partnering with us to create a series of display solutions for The Freestyle launch into the Australian market.

The Background

The last few years have changed the way we socialise, with many of us opting to partake in the safety of outdoor gatherings rather than risk the spread of Covid-19 in confined, indoor spaces.

Samsung is constantly innovating the home entertainment experience and are leaders in creating solutions to address the changing market.

Earlier this month, Samsung’s brand new The Freestyle was released – an ingenious portable ‘Smart’ projector that’s capable of producing Full HD images at up to 100 inches in size. The Freestyle is a creative entertainment solution for the new ways that we socialise, like backyard movie nights. The Freestyle was created to adapt any indoor or outdoor space into a theatre experience.

Highly adaptable. The Freestyle Display retro-fitted onto existing JB HiFi shelving.

Our Role

Create a series of display solutions suited to different environments for the retail launch of The Freestyle into the Australian market.

  • 3 x unique display solutions to off-locate the product in Harvey Norman, JB Hi Fi and The Good Guys.
  • 3 x solutions to retro-fit to existing Samsung projector displays.
  • 2 x solutions adapted to the Samsung branded retail stores.

Over 400 displays produced and installed into around 200 retail stores within 2 months from briefing. It was critical to produce and deliver in time to support the impending product launch.

The other key objective was to call out the user-friendly features of The Freestyle unit:

  • Instant Set-up
  • Compact & Portable
  • 100-inch Big Screen experience
  • Tilt & Swivel stand for versatile viewing
  • Premium 360-degree sound
  • Digital Keystone correction (auto corrects on tilted surface)
The Freestyle Display at Samsung Store, George Street, Sydney
Left: Harvey Norman Hot Spot display. Right: Shelf Display

Display Creative

Where possible, The Freestyle displays demonstrate the product features through customer interaction, but important features, like the freedom to move the Freestyle back to create the 100-inch big screen are called out on printed POS panels, or on the frames of the projector screens.

Materials, Manufacturing & Execution

To create a premium and easy experience to reflect the DNA of The Freestyle, we created displays from acrylic and PU painted timber, taking in all the colours of The Freestyle colour palette.

Bespoke Display Elements

Shelf & Floor Plinth

  • Freestanding shelf and floor plinths allow for display flexibility to suit any store.
  • The Freestyle is presented at waist height, on a button kit for customer demonstration – toggling between Home Cinema and ambient mode.
  • Each features a custom-made screen using specialised fabric material, with block out properties, and specific gain level to maximise the image quality.
Samsung George Street Store – Display and Plinth
The Freestyle Display at The Good Guys. Retro-fitted into existing retail bay.


  • An element of security comes from the metal brace that clamps the Freestyle base plate, and bolts back to the fixture.
  • We have also created clear lockable display cases to show off the accessories range of cases, replacement skins and batteries.

With the display suite rolled out en masse, The Freestyle smart projectors have hit the market to high praise.

“Approachability is key for mainstream acceptance of any new product, and Samsung has nailed this aspect with The Freestyle. Simply put, any projector which is ready to go within minutes of being taken out of the box is a triumph of design and engineering, and should be celebrated.”

Over 400 displays produced and installed into around 200 retail stores within 2 months from briefing is no mean feat!

The Freestyle retail launch displays were designed, engineered and produced by the creative team at id8 Studio.

Get in touch with us to find out more [email protected]