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Tellart - Craftsmanship

Craftsmanship

Samsung / 2x4

Craftsmanship is a multifaceted kinetic installation that brings to life Samsung's meticulous phone manufacturing process through physical choreography using software, hardware and robotics. It was part of the Samsung Olympic Showcase, a 3,000m2 temporary brand pavilion at the 2018 Olympic Winter Games in South Korea, and revealed the signature engineering processes of moving from raw materials to a finely-crafted, high-performance device.

Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Samsung

Sculpting Metal

Sculpting Metal reveals how a raw slab of metal is gradually carved out into the body of a phone. In a step by step progression, milling machines animate to perform an impression of the carving motion, as a light below dramatically illuminates a milled phone body in a different stage of transformation.

Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Samsung

Coloring and Coating

This section demonstrates the anodizing process of each phone body as it is dipped into precisely calibrated chemical baths to develop its vibrant color. This is represented as a waveform made up of phones in different stages of coloring rippling across the sculpture into a dry frosted bath.

Tellart - Craftsmanship
Photography by Samsung

Shaping glass

Shaping glass represents a flat piece of glass' transformation into Samsung's signature curved glass as it is molded under very high temperatures. A KUKA robot arm performs an elegantly choreographed dance to move glass from a flat glass library into a digital kiln as it is carefully curved into shape.

Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Fletcher Bach
Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Samsung
Tellart - Craftsmanship
Photography by Samsung

Project Data

Highlights:

  • Launched at the 2018 Winter Olympics in Pyeongchang, South Korea.
  • 435K athletes and fans visited the nine Samsung Olympic Showcases.
  • The exhibit contains 1 industrial robot, 4 conveyor belts, 4 integrated CNC milling machines, 34 kilowatts peak power consumption, 40 blank aluminum billets, 100 unfinished aluminum Galaxy bodies, 170+ custom-made 3D printed parts, over 500 curved glass Galaxy screens, 500 different structural and scenic parts, many hundreds of electronic components (including linear actuators, lighting, cables and computing units), over 2000 linear feet of structural aluminum, countless fasteners, and over eighteen-million pixels across projectors and screens...all painstakingly arranged within a space about half the size of a small shipping container.

Project team:

Tellart evolved the initial concept, developed the design, iterated early prototypes, developed the custom technology, and collaborated with vendors on fabrication, and saw the project through installation and operation.

Tellart worked closely with the following partners:
Lead design of Samsung Showcase and original sculpture concept: 2x4
Drafting and fabrication of scenic components: Chicago Scenic
Co-prototyping and fabrication of the anodizing mechanism: Octo
Local day-to-day AV operator: Innovation System
Photography: Samsung