Samsung creates festive cheer with global choir

Mobile phone and technology brand Samsung is putting on a performance from a different world choir each day in the run up to Christmas, to celebrate its Gear S3 smart watch product.

Samsung brings Londoners together with choirs from around the globe
Samsung brings Londoners together with choirs from around the globe

The initiative launched on 1 December, with performances from each choir taking place by the Eros statue in Piccadilly Circus. A total of 24 choirs, all London-based but each deriving from different cultures and countries, are set to serenade passers-by.

World choirs will come from a number of countries, ranging from Ireland to Bangladesh. Featured choirs include Les Fauristes Chamber Choir from France, the LOL Choir from Latin America, the Reggae Choir from Jamaica and The Chopsticks Choral Society from China. The different choirs will form the 'Gear S3 World Choir', and aim to bring to life festive songs from around the globe.

The event has been devised and delivered by agency Cheil London, which was tasked with devising an activation that 'captures the cultural heartbeat of the capital'. The choirs will take to a biometric stage that measures the heartbeats, movements and even calories burnt of each choir in real time as they perform, via the new Gear S3 smart watch.

Eight giant screens will showcase live biometric data collected from choristers wearing the smart watch, aiming to illustrate the positive influence music has on people's health and well-being. The data is being presented in a visually engaging manner by Oscar-winning VFX studio Framestore.

Russell Taylor, chief marketing officer, Samsung Electronics UK and Ireland, said: "At Samsung, we are dedicated to developing innovative technologies that enrich peoples’ lives, so we’re very excited to be bringing the UK’s first biometric choir to London around the world-famous Eros Statue."

Over summer, Samsung toured its virtual reality 'Hypercube' experience around UK festivals. On 5 December, Alcatel was announced as the headline sponsor for British Style Collective presented by The Clothes Show.

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