[CES Samsung] AR HIVE Project

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Samsung HIVE Project

Tangible product

AR automated driving experience

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HIVE : An Autonomous System That Helps You Discover Your Preferences

As part of a five-person team, I owned the content UX as well as the entire hardware and system integration—designing the experience flow, fabricating the installation hardware, and integrating the system using TouchDesigner and Arduino. The other team members focused on AR content, visual design, and 3D modeling in Unity.

TIMELINE	ROLE	TOOLS	Results
2021 Sep 5th to 2022 Jan 7th	UX Design, Creative Tech (Content UX · Hardware · System Integration)	Figma	Boosted booth dwell time by 15%.
		TouchDesigner
		Arduino

Samsung Electronics, which is focusing on the electric field business, has conducted a new in-vehicle driving experience with I M Fine through CES 2022 in Las Vegas.

The installation combined AR, wearable devices, and spatial computing to create a personalized autonomous driving experience at CES 2022.

LED and motor were controlled according to AR content scenario using MCU board. OSC communication using UDP was used.

Spatial Layout

Making process using Neopixel leds

When the user arrives at the Reception zone, they begin their experience by writing their name on the Galaxy Note. The Galaxy Note then transfers their information to the Galaxy Watch, which the user wears as a key to access the autonomous vehicle before taking a seat.

Once seated, HIVE initiates the autonomous driving experience. Throughout the journey, the user can explore content tailored to their preferences. HIVE recommends restaurants and cafés they might enjoy, suggests new routes based on their interests, and surfaces relevant content to enrich the ride.

Hardware setting - Making a case, Setting fans

Process

LED, IP Address and Fan control interface

CES 2022 Samsung Hive Project

Encore Exhibition — Seoul E-Prix 2022

After the success of the CES 2022 showcase, Samsung brought the HIVE installation back for a second run at the Seoul E-Prix 2022

(Formula E) extending the future-mobility experience to a live electric-racing audience.

OSC Communication part

Press

Featured in JoongAng Ilbo and Chosun Ilbo (Major Korean daily newspapers), 2022

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Results

The challenge was simple: CES visitors rarely stop for long. HIVE turned a quick walk-by into an immersive, seated journey.

+15% average dwell time — compared to Samsung's 2021 experiential launch booth

What I learned

• Designing spatial experiences requires aligning digital interactions with physical environments to maintain immersion.

• Reliable real-time communication between software and hardware is essential, as even small delays can break the user experience.

• This project taught me how to bridge interaction design and technical implementation, translating an experience concept into a fully functioning installation.