Samsung Christmas Show
At NewMedia Creative Technology Studio, we’ve always dreamed of creating a spectacular Christmas show—and in 2011, that dream became reality. In collaboration with our creative partner The Darkroom, we brought the magic of the holidays to life with a groundbreaking 4D mapping show at Madrid City Hall, commissioned by Samsung and the Spanish City Council.
This unforgettable public performance marked a historic moment in Spain’s digital arts scene: the country’s first-ever 4D projection mapping show. Designed to blend emotional storytelling with cutting-edge technology, the show captured the hearts of thousands of spectators gathered in Madrid’s Plaza de Cibeles.
The story follows a little girl and her beloved toy robot, tragically separated on Christmas Eve—only to be reunited through a journey filled with light, hope, and wonder. This heartwarming narrative was projected across the facade of Madrid City Hall using ultra-high-definition visuals, synchronized sound, and atmospheric effects that added a new dimension to the traditional holiday spectacle.
We are proud to have pioneered a new era of festive storytelling in Spain and to have collaborated with Samsung, The Darkroom, and the Madrid City Council to make it all possible.
The result was an immersive, multi-sensory celebration of Christmas spirit—an ambitious fusion of animation, architecture, and emotion that redefined what public holiday events could be.