During the IFA trade show in Berlin, Samsung staged a promotional campaign at the KaDeWe luxury department store. The promotion followed the conceptional idea of “re-imagining human evolution by fusing past and present”. The key figure was a stylish Neanderthal man embodying the fusion of times. This was reflected in the ten shop windows aim-ing at “reinventing evolution” by fusing prehistoric times with interactive design in impressive art installations. In-side the store, visitors were invited to dive into a prehistoric underwater world.