Aussie icon to become an “interactive” visual powerhouse.
The Opera House and Samsung plan to transform the Opera House via Samsung’s state-of-the-art technology, in a new multi-million dollar deal.

Samsung will make the iconic Opera House “a richer, more
sophisticated and interactive” experience for the 8.2 million visitors
that go through its doors via interactive digital screens, mobile technologies and
create live sites to enjoy outdoor experiences across
the precinct, for free.

Minister for Tourism George Souris said Samsung technology will take functionality of the Opera House which is soon turn 40 “to another level.”

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The three-year partnership will see the Galaxy S maker enter largest
arts sponsorship ever and Samsung will be the Opera House’s first
Principal Partner, which should help the brand which is one of the biggest names in Australia, in phones, TV and appliances.

Arno Lenior, Samsung
Marketing Director
, said: “As a global leader in
technology and innovation, Samsung’s vision is to facilitate discovery for all
Australians through our products and content. Our partnership with the Sydney
Opera House literally brings this vision to life and forms the heart of our

Samsung we passionately believe technology can better people’s lives, and
bringing the Opera House’s best in class arts and education content to more
Australians than ever is our ultimate goal with this sponsorship”

The duo also are running a major competition allowing a member of the public to take over the Opera House sails for the first time.

People will be able to submit their images of life in Australia from today and on April 23, coinciding with the launch of Samsung’s new Galaxy S 4, the Opera House sails will be transformed into a chosen portrait of this country and its people.

Sydney Opera House CEO Louise Herron said: “I am thrilled that on the
eve of our 40th anniversary in October, Samsung, a leading international
brand which shares our focus on creativity, excellence and innovation,
has partnered with us to enhance people’s experiences of the Opera House.”

For more information or to enter the competition click here.

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