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Fanatic were commissioned by Iris to document the official launch of Samsung KX – Samsung’s new experience space at King’s Cross, London. The 20,000-square-foot brand showcase located at London’s Coal Drops Yard is a destination that brings together local culture and unique innovation with the global community including both London residents and visitors.

This was Samsung’s biggest launch to date in the capital. The finale of the event featured the world’s first vertical gig, with pop and R&B star Mabel who performed via a stacked three-story stage, towering over nine meters high. As the world’s first vertical gig, the occasion was optimised for capturing on smartphone cameras and sharing instantly on social media. The iconic kissing point in Coal Drops Yard provided the perfect setting for the event.