Samsung returns to Vivid Sydney as record number of brands light up the city

Samsung Electronics is using its sponsorship of Vivid Sydney to promote its Galaxy AI products, unveiling Space to Dream - an installation developed in collaboration with artist-director Chloe de Brito and musician Milan Ring.

The activation, part of Samsung’s fourth year as a Vivid sponsor, transforms Cockle Bay Wharf into an immersive dreamscape powered by Galaxy S25 devices and AI-enhanced creative tools. Visitors are invited to walk through glowing zones, co-create visuals using Samsung’s custom app and step into a world where tech and imagination collide.

Held from 23 May to 14 June, Vivid Sydney has become a key platform for brands to connect with audiences through creativity, technology and cultural storytelling. Samsung’s Space to Dream aims to showcase the capabilities of Galaxy AI while tapping into a broader theme of reclaiming time and rediscovering personal passions.

“About half of Australians under 55 wish they had more time to explore and pursue their dreams,” Eric Chou, vice president of mobile experience at Samsung Australia, said. “Space to Dream is more than just a beautiful display of sound and light. It’s about stepping into a world of possibility.”

The installation headlines a wider commercial surge, with digital outdoor media leader QMS confirming more than 30 top-tier advertisers are activating across its premium City of Sydney digital street furniture network during the festival. Brands including AAMI, Estée Lauder, Netflix, Westpac, NAB, Chemist Warehouse, Amazon, Paramount and Mazda are all part of the 2025 Vivid lineup.

Olivia Gotch, QMS general manager for City of Sydney, said demand was strong. “We have over 30 major advertisers showcasing standout creative executions across Australia’s premier digital out of home network,” Gotch said.

“As the city lights up, so too does our network – spanning 33 progressive and prestigious suburbs. We’re expecting strong audience numbers again this year and are excited to help our clients show off beautifully executed creative that matches the spirit of Vivid and amplifies its energy on the streets of Sydney.”

QMS has developed custom packages for Vivid precincts, with audience turnout expected to be high following a record-breaking 2024 event. According to Destination NSW, last year’s festival drew 2.42 million attendees and contributed AU$180 million in visitor expenditure.

Samsung’s Space to Dream is free to experience and runs every night of Vivid Sydney at Palm Grove and Cockle Bay.