Objective: To launch the new A3 printing solutions. Creative idea: to transform the product launch into a moving and impactful event through the language of contemporary art. The space of the East End Studios in Milan was transformed into an open-air gallery where luminous and video mapped paper sheets containing keywords of the product gave life to a constantly changing atmosphere, with particular attention to the family of Samsung products, but also to the colours, using the lights and videos. Four spectacular presentations, with four different stages; the scenography changes, redesigning the contents, the design, and the performances of the printers, revealing the products until now hidden. John Peter Sloane, teacher and comedian at Zelig presented the press conference, while the exceptional sponsor Elenoire Casalegno inaugurated the evening event, aimed at a more exclusive audience. The chef Moreno Cedroni interpreted the concept of the event with a spectacular presentation of dishes inspired by colours and accompanied by pianist Maestro Alessio Scialò. In the end, the stage hosted the iconic Nick The Nightfly. The following day was dedicated to the employees that had the opportunity to discover the technical aspects of the product in detail.