The Project Club Phil Carter

Samsung Hypercube

Project lead for development and live implementation of a large-scale premium festival activation.


Brief objective was to deliver an incredible, multi-faceted music VR experience featuring Samsung’s latest products in partnership with Biffy Clyro. Original concept was developed by Ross Cairns.


Challenge was to bring the concept to life. Led the design and build of a premium structure that toured Boardmasters, Glasgow Summer Sessions and Bestival.


The imposing three-storey Samsung Hypercube allowed 50 people to experience the new track ‘Flammable’ in VR simultaneously.


The content was a video shot with the band performing live in a suspended Perspex box with spectacular pyro effects in a warehouse in Eastern Europe.


Over 18k visitors went through the experience across the three festivals.

Client / 

Samsung UK


Agency / 

iris Worldwide

Project duration / 

8 months

Photography /