Samsung Takes “Do What You Can’t” to New Heights with the Burj Khalifa Spectacular Showcase

Samsung brought the party to Dubai on March 2, celebrating the launch of the Galaxy S9 and S9+ with a spectacular LED light show on the façade of the world’s tallest building, the Burj Khalifa. As the first technology company to present an LED show on the iconic skyscraper, Samsung highlighted its committment to its “Do What You Can’t” philosophy – a call to defy barriers and empower people to achieve what others see as impossible, to make consumers’ lives simpler and more valuable.

At a series of booths set up near the iconic Burj Khalifa, tourists and spectators who came to watch the light show were able to experience the latest flagship devices up close and personal, while taking photos and creating special emojis on site.
Both the Burj Khalifa event and the Galaxy S9 and S9+ reflect Samsung’s commitment to its brand philosophy. By reimagining the entire camera experience, the new flagship devices speak to consumer needs, giving them a more creative and fun way to express themselves through visuals and audio. To match this spirit of defying barriers, the spectacular Burj Khalifa featured a first-of-its-kind LED light show to highlight how Samsung is evolving with the way people communicate with one another.