[Edaily Reporter Song Jae-min] Samsung Electronics has launched a campaign to target the European market by showcasing a unique experiential marketing campaign featuring AI home appliances at a major music festival in Eastern Europe. The company explained that, going beyond a simple product display, it provided actual laundry services on-site to allow visitors to directly experience the convenience of AI home appliances.

Samsung Electronics announced that it operated the “WashPoint” experience zone at the “Rock for People 2026” music festival, held at Hradec Králové Airport in the Czech Republic from the 10th to the 14th (local time). Rock for People is a leading Eastern European music festival featuring performances across various genres, including rock, indie rock, pop, and EDM. This year’s headliners included Gorillaz, Limp Bizkit, Halsey, and Iron Maiden.

Samsung Electronics set up a two-story WashPoint zone at the venue and provided laundry and drying services using its Bespoke AI washing machines and Bespoke AI dryers. A total of seven sets of washers and dryers were installed, allowing festivalgoers to drop off their soiled clothes and enjoy the performances. The Bespoke AI washers and dryers, currently sold in Europe, received a positive response from visitors for their ability to handle laundry in just 39 minutes for washing and 81 minutes for drying on the quick cycle.

In addition to laundry services, Washpoint featured a space where visitors could experience the AI home appliance ecosystem. In the relaxation area, an “AI Home” experience program was held, showcasing various connected products such as the Bespoke AI Family Hub refrigerator, OLED TVs, and Galaxy Watches, allowing visitors to experience Samsung’s connected lifestyle firsthand.

Samsung Electronics has recently been strengthening its experiential marketing in global markets to reflect the lifestyles and cultural characteristics of local consumers. Most recently, the company launched the Bespoke AI Combo campaign in collaboration with the movie "The Devil Wears Prada 2" both domestically and internationally, and also ran outdoor advertising campaigns utilizing major global landmarks such as London’s Piccadilly Circus.

Furthermore, the company is focusing on expanding consumer touchpoints by conveying the functions of AI home appliances in an easy and intuitive way through the "Bespoke AI Fairy Tales" campaign, which reinterprets classic fairy tales.