Exposure creates Project Plant urban farm-to-table pizzeria for Samsung

Samsung Project Plant by Exposure - mediashotz

Samsung Electronics has partnered with creative agency, Exposure, on ‘Project Plant’, which sees the creation of the UK’s first urban farm-to-table pizzeria. 

The new initiative highlights how technology can inspire the way people select, grow and consume food, encouraging everyone to #DoWhatYouCant.

Project Plant

Powered by Samsung connected technology and supported by sustainable pizza partners, Purezza and social enterprise GreenLab, the experience explores Samsung’s roots in connectivity and tech and the role it plays in supporting small space growing.

The pop-up showcases exciting opportunities in urban farming, where guests will be able to experience a functioning urban farm and consider how small changes in our day-to-day choices can have a wider impact.

Samsung launches exciting new initiative, Project Plant; the UK’s first urban-farm-to-table pizza pop up.

Visitors to Project Plant will enter a series of immersive domes, filled with crops of mushrooms, tomatoes, basil and rocket. 

They will be able to create a personalised pizza by selecting their preferred combination of ingredients, with plant-based pizzeria Purezza cooking it to perfection on site.

As visitors move through the space, they can interact with the crops being grown inside each of the geodesic domes including listening to the sound of tomatoes as they grow, misting mushrooms surrounded by ethereal lighting and regulating the irrigation of the two-metre towers of leafy greens, all powered by this connected technology.

Think Alice in Wonderland, meets urban farming, by way of Hackney.

Exposure creation

Exposure was responsible for the end-to-end creation and production of Project Plant which supports Samsung’s #DoWhatYouCant brand purpose – encouraging people to defy barriers, to get (and stay) curious and to do what they didn’t think was possible.

Throughout Project Plant, customers will be able to visit the space in person. For those who can’t make it down, there will also be the opportunity to engage with the programme online and learn more about small space growing and how connected tech can help to facilitate changes in the way we grow, eat and shop.

Amy Campbell, Director of Corporate Marketing, Samsung UK & Ireland said: “We are encouraged to see that so many people are already growing their own produce, and that connected technology is viewed as an integral part of shaping the future of our homes and cities.

“Through Project Plant, we hope to further inspire our customers, and demonstrate how connected technology can help power small space growing.”

Maneeze Chowdhury, Exposure CEO (UK) said: “Since its inception, Project Plant has grown organically into an exciting creative experience which opens its doors this weekend.


“We’ve created a cultural talking point with the UK’s first urban-farm-to-table pizzeria, with the project aimed at raising awareness of small space growing and the role of technology. 

“We’ve been partners with Samsung for a number of years, to bring to life the brand ethos of #DoWhatYouCant and Project Plant does just that.”

Project Plant is taking place at The Film Shed in Dalston, east London from 15-17 October.

Other partner agencies involved in the creation of Project Plant include RAAP for social media and community management, Starcom as media agency and Group9 as media partner.