Samsung stages world’s first vertical gig with Universal Pixels

The official opening of Samsung KX, the tech giant’s new ‘digital playground’ in London’s Kings Cross, featured the world's first vertical gig.

21st October, 2019

The concept was devised by Iris's Creative Director Henry Scotland and realised with support from Universal Pixels.

Responding to research that shows 79% of smartphone users prefer portrait videos - a trend driven by the upright configuration of 'Stories' on Instagram, Facebook and Snapchat - Samsung staged a spectacular vertical gig by R&B artist Mabel. The multitiered performance space was fabricated by Star Live using three shipping containers to create a 9:16 format.

UP provided the vertical 4.5m wide x 7.5m high portrait Leyard CLM6 LED screen with a custom rigging solution and a disguise GX2 playback package.

Henry Scotland said: “We hadn’t worked with UP before, so were keen to give them a shot at slotting into a fairly ambitious bespoke design. The team worked super hard alongside Star Live to devise a plan which maximised the screen real-estate in each aperture, without compromising the performance space or the impact of the product. Having Coldplay's live Video Director [Ben Farrey] running the server was a bonus. The final look was beyond expectations, we look forward to posing the next challenge.”


Photos by Andrew Whitton