Cheil Worldwide wins Spark Design Gold Award for its Samsung Electronics Semiconductor Rider

Cheil Worldwide Seoul has won a Gold Award at the Spark Design Award, a global design competition. The Gold is for its work for Samsung Electronics’ Semiconductor Rider, a virtual tour inside the ‘semiconductor’ to show what it’s made of.

Now in its eighth cycle, Spark Design Awards is aimed at promoting the idea that design can make significant, positive changes in the world and help make it better. It also judges whether the design helps humanity or the environment in some way, encouraging and honoring doing good designs.

“Semiconductors are present in most of the modern electronic devices, from computers and smartphones to televisions, transistor radios and videogame consoles. Without semiconductors, out modern life would be very much different from the current one. In fact, semiconductors are something that exist with us 24/7, like air, but it’s not easy to realize how valuable they are,” said Jay hyun Yoo, the designer at Cheil Worldwide. “As the world’s top semiconductor maker, Samsung wanted people to know more about semiconductors. So we came up with a solution that takes people on a virtual tour inside the ‘semiconductor’ in an intuitive way. Designers and technicians at Cheil created the ‘Semiconductor Rider’, in which you experience yourself how small the world of semiconductor is.”

Inside the ‘Semiconductor Rider’, a three minute long video that contains a virtual tour plays through 30 HD LFD monitors that altogether embody 60K resolution. For example, the voice guide at the Semiconductor Rider says, “We are at the 14 nano circuit point. Now, we will continue our journey into the nano space. You can see huge amount of data processing inside the nano space”, presenting a surreal and immersive experience of the semiconductor.

The ‘Semiconductor Rider’ is located in Samsung d’light, an exhibition space that Samsung showcases its latest technologies and products.