Samsung 837 - Fashion & Streetwear Panel
Programming + Creators
New York City - Samsung Flagship - 2022
Context
Samsung 837 is the brand’s flagship cultural space in New York City — designed to engage emerging communities at the intersection of technology, fashion, music, and creativity. The space regularly hosts programming meant to attract new audiences while reinforcing Samsung’s role as a platform for innovation and creative expression.
Live More partnered with Samsung 837 to develop programming that felt credible to fashion-forward creatives and culturally engaged consumers, rather than overtly promotional.
What Happened
Live More curated and produced a fashion panel and community mixer inside Samsung 837, centered on navigating and succeeding in the fashion industry across multiple paths — from modeling and influencing to design and creative direction.
The program opened with a 30-minute panel discussion featuring designer Tela D’Amore (Who Decides War) and model/influencer Rama Sallao, moderated by Ellice Ellis, Senior Producer of Therapy for Black Girls and a culture writer published in Teen Vogue and Rolling Stone.
Following the discussion, the space transitioned into a networking mixer, allowing attendees to connect organically with panelists and one another. The evening culminated in a live performance by Arin Ray, an R&B artist signed to Interscope Records, reinforcing the cultural relevance and energy of the event.
Objective
Introduce Samsung 837 to a new, fashion-engaged audience
Position the space as a credible platform for creative conversation
Drive foot traffic and engagement through programming rooted in real value
Create a moment that extended beyond the physical event through content and visibility
Our Role
Concept development and programming strategy
Panel curation and talent outreach
Moderator and artist booking
Event production and run of show
We also secured complementary partnerships, including beverage support from Vino’s Wine (Denver, CO), enhancing the guest experience while maintaining alignment with the event’s tone.
Outcome
The event drew over 200 attendees, a highly engaged audience of fashion creatives, emerging talent, and cultural connectors, positioning Samsung 837 as a space for meaningful creative exchange.
Beyond the in-person experience, the collaboration achieved extended visibility through a Times Square billboard feature, amplifying the moment and reinforcing Samsung’s commitment to culture-led programming at a citywide scale.
The result was an experience that drove foot traffic, strengthened brand affinity, and demonstrated how thoughtful, community-driven programming can create both immediate impact and lasting resonance.
Why it Worked
People showed up because the event offered real value — firsthand stories and insight they couldn’t get online. Although Who Decides War had been a successful brand for years, founder Tela D’Amore had only participated in one panel prior, making this a rare opportunity for emerging creatives to hear her journey directly. The same was true for Rama Sallao; despite a following of over 100,000, she had never spoken on a panel before.
By creating space for creators to speak publicly for the first time, the program delivered depth over promotion — driving strong turnout, sustained engagement, and conversations that extended well beyond the event itself.
Credits
Partners: Shopify - Aseye Studio - Wesley NY - YGC Global
Photography: Aaron Johnson (35mm)
