Samsung recognized the importance of the fast-growing Chinese consumer market and set up a theme pavilion in the Sponsorship Center of Guangzhou Asian Games 2010 to showcase its innovative technology and fashion products. Not only did the pavilion present the latest Samsung products, but also hosted a number of exciting activities to interact with consumers through Samsung's technology.

The Samsung Pavilion design was futuristic and consisted of 4 irregular structures with a dynamic LED screen within the exhibit area. The design also called for a shining façade which could attract visitors even at night. Within a short period of 2 months, SYMA transformed the intricate design into reality, successfully delivering Samsung's vision of the pavilion.