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Samsung will install a new customer experience lounge in the Opera House and roll out a "world-first" virtual reality activation as part of a long-term renewal with the iconic venue.
Samsung became the venue's first-ever principal partner in 2013 as part of its 'Decade of Renewal' 40th anniversary celebrations, and the pair have collaborated on a raft of projects.
Holly Adams, Samsung's head of corporate brand, flagged the partnership renewal at the REMIX cultural festival earlier this month, telling delegates the Opera House would be a long-term platform for the brand.
"We don't need awareness – it's all about how we can grow, how partnerships help us tell our story… For instance, being principal partner of the Sydney Opera House, you really need to work on it – it can't be a logo-slapping exercise at the Opera House," she said.
As part of the renewal, a new branded area, 'The Lounge – enabled by Samsung', will also feature Samsung products and interactive displays. The foyer lounge is designed to tap into the Opera House's massive foot-traffic – 8.2 million people visit annually, with less than a fifth actually attending a performance.
The Korean tech brand will also leverage its principal partnership, believed to be worth $1m annually, through a new virtual reality installation allowing users to 'climb' the Opera House sails.
The 'Climbing the Sails' virtual reality experience will be installed in the Opera House's foyer. Samsung customers will also continue to have priority ticket access for some Opera House events.
Samsung has previously worked with the Opera House on a number of innovative programs, including 360-degree video capture, a digital discovery tour and an interpretive multimedia instillation at the Opera House's lower concourse welcome centre.
In the last twelve months the Opera House has stacked its commercial roster with a raft of tech and digitally-savvy brands, including Google, Intel and Adobe.
Since suffering a fall in sponsorship revenue last financial year, the Opera House has bulked up its sponsorship roster with a raft of new and renewed partners, including Etihad, Adobe, Airbnb and Intel.
