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Samsung and the Sydney Opera House Collaborate Together

The Sydney Opera House is one of the world’s greatest concert venues. It is part of the fabric of what makes Sydney, Australia, one of the premier tourist destinations on the planet. Situated on picturesque Sydney Harbour, within easy walking distance to the Harbour Bridge, the Opera House is a magnet for tourists. Now, in an fascinating new collaboration, Samsung and the Sydney Opera House have developed a digital lounge that will enhance even further the visitor experience. Why will this collaboration be a winner?

Every year, close to 9 million people visit this Australian icon. Visitors come from all around Australia and across the globe. As you will appreciate from the accompanying photos, it is a place you have to visit when you come to Australia. Out of those 9 million people, hundreds of thousands will take guided tours through the venue, viewing the concert halls to experience the ambiance of the venue.



Samsung and the Sydney Opera House Digital Lounge

Here is the Samsung press release about what this collaboration will add to the visitor experience:

“Thanks to a partnership with Samsung Electronics, visitors to the Sydney Opera House may now enjoy access to unique artistic and cultural content illuminating the legendary venue’s storied tradition and delivered through eye-catching LED signage.

Samsung expanded its presence at the landmark this year with the opening of The Lounge enabled by Samsung, a new meeting place located in the heart of the Opera House that features stylish, comfortable seating, as well as interactive displays and exclusive digital content. The centerpiece of the new lounge is Samsung’s IL020F fine pixel pitch LED signage, which forms a large-format (4m x 2m) display that is designed to draw visitors’ attention to a specially commissioned digital artwork.


A ‘Landmark’ Visual Experience

Samsung and the Sydney Opera House

The Lounge marks Samsung’s first Smart LED display panel deployment in Australia, and is one of a number of technologies being trialled as part of the Sydney Opera House’s $202 million renewal plans. Backed by the government of New South Wales, the renewal program will transform the cultural icon for the next generation of artists, audiences and visitors. A multi-venue performing arts center adjacent to Sydney Harbour, the Sydney Opera House is among the most recognizable landmarks in the city, hosting more than 2,000 performances and welcoming 1.2 million visitors on site each year.

Samsung Australia, the Opera House’s first and only principal technology partner, collaborated with the venue to design The Lounge in a way that would enhance the visitor experience while preserving the integrity of its structure and brand.

“[The Lounge] is an early milestone in renewing the experience for our visitors, and highlights the importance of collaboration in transforming the Opera House experience,” said Sydney Opera House CEO Louise Wilson. “With Samsung’s support, we have a wonderful opportunity to trial the latest technology while creating a more welcoming environment for visitors.”

Samsung’s IL020F LED signage presents a deeper exploration into the landmark’s story through an original digital artwork that draws on the history, inspiration and design of the Opera House as well as the performances held within it. Content includes a vast library of past performances, photos and interviews all brought to life by the high-resolution displays, which leverage the same technologies employed in Samsung’s televisions and LCD screens to deliver vibrant and consistent visuals.

“The Lounge enabled by Samsung is an incredibly exciting way for Australians and tourists from all over the world to experience what the Sydney Opera House has to offer,” said Phillip Newton, Corporate Vice President and Chief Marketing Officer of Samsung Australia. “We are proud to work in partnership with the Sydney Opera House to enrich the experience of millions of visitors through our most advanced and immersive technology.”

Beyond IL020F LED signage, Samsung’s presence in The Lounge includes a virtual-reality station that transports Samsung and the Sydney Opera Houseusers to the top of the Opera House’s famous exterior sails, as well as a ‘Cultural Institute’ station, where Samsung’s Galaxy View and Galaxy Tab S2 tablets allow visitors to cycle through more than 50 online exhibits highlighting the landmark’s past, present and future.

The Lounge at the Sydney Opera House is a landmark example of how cutting-edge digital signage can enhance storytelling capabilities that ultimately foster unique and memorable experiences. By implementing first-class display technology in one of the world’s most famous buildings and busiest performing arts centers, Samsung continues to define entertainment and hospitality environments of the future.” (end quote)


Samsung and the Sydney Opera House Enhances the Experience

As you note from the above press release, this new digital lounge will really make a visit to this iconic attraction even more exciting. I have been to the Opera House on numerous occasions. I am still to take a guided tour. This new collaboration between Samsung and the Sydney Opera House now gives me an added incentive to take the tour. Since I love the digital technology of Samsung, and have always appreciated the Sydney Opera House, this new collaboration will be a timely enhancement to the visitor experience.

What about you? Have you been to the Opera House? What did you enjoy about the whole experience? Why not leave a comment in the box below.


(photo credits: Samsung Global Newsroom; Wiki Commons)

8 thoughts on “Samsung and the Sydney Opera House Collaborate Together

  1. I’m a huge fan of Samsung phones and was not surprised to hear about their remodel of such an iconic landmark. The fact that they’re integrating Vr into the system simply blows me away and it should be spectacular. Do you feel like we can still preserve the historical integrity of such traditional structures as me move further and further into the digital age?

    1. Hi Ryan,

      Using technology like this will actually go a long way to preserving the traditional structures of the Opera House. It opens the minute details of the icon to so many more people and enrich the experience. It will be a way to connect with many more who will contribute financially and culturally to the continued development of the Opera House programs.

      Great to meet you here,


  2. Hello! The Sydney Opera House has always fascinated me – both its beauty and its history.

    I recently took a project management course that highlighted the Opera House as a superb example of a well-executed project that brought together many experts in its triumphant completion, after many years of challenges. The world would be something less without this iconic landmark.

    It’s great to see the Opera House collaborate with Samsung to extend its reach into the technological world and bring its influence and beauty to a broader audience.

    1. Hi Jennifer,

      That would have been a fascinating course to have done. The Opera House, built so many years ago, really adds something to the Sydney landscape. Using technology to enhance the visitor experience will not only cater for the younger demographic but also the Asian touris dollar, where the use of technology is moving at a rapid pace.

      Thanks for your input,


  3. I have to say, you know your stuff about Samsung. It just so happens that it is my favorite and can’t wait till I can upgrade. I didn’t know this about Australia and Samsung partnership. Great information and really beautiful pictures. I learned much by clicking and reading up. You provided info that gave me what I needed to upgrade to Samsung. How cool that you can sync to your Samsung smart TV. I didn’t know that either. Great job on you content and new information.

    1. Hi Linda,

      Great input to the discussion. Yes, integrating with Samsung is a great collaboration. I love that at home I can screen mirror a video or picture on to my Samsung Smart TV.. What are you going to upgrade to? The Galaxy S7 is a quality phone although if you wait a few weeks, the new Galaxy A3, A5 and A7 will be available. This range have just been released and they look very good.

      Catch up soon,


  4. I absolutely love to travel and have been looking at a trip to Sydney in the near future. My wife and I both have Samsung phones and love them. So it will defiantly be something we can utilize when we go! Thanks for the write up. I had no idea they were doing this and now it is just one more thing I can look forward too.

    1. Hi Marc,

      If you are coming to Australia, Sydney has to be your first port of call. There is nothing more beautiful than an early morning arrival in Sydney on a sparkling day. The harbor, with the Sydney Harbor Bridge and Opera House, is a sight to behold. I hope you get there.

      Samsung technology is very popular here so you will feel right at home.



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