Samuel Cox Published

Latest work

Most of my recent work sits behind closed doors. I'm happy to discuss work that I can talk about
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AR - LEGO and B&Q

Read about LEGO AR in Pocket Lint, Forbes, Evening Standard, Adage, Independent and CNBC

LEGO is known for bricks and play. But they’re not a player in the streetwear world. So when LEGO Wear decided to launch an exclusive range of adults clothes, we were tasked to drive demand for something they’re not known for. The aim of the campaign: to make the launch of this one off range a real ‘event’ for a whole new audience.

Nothing says limited edition drop like a pop-up. So we created one that could pop up anywhere. Inspired by LEGO and the hippest streetwear outlets, we built a virtual fashion store completely created within an Augmented Reality (AR) Snapchat lens. Inside the store, customers were free to explore, interact with the DJ to change the music, hang with the shoppers and staff, check out the merchandise - and of course buy it. All in one seamless online experience.


Project developed at We Are Social as Senior Creative Technologist.

As apart of the Define team in Kingfisher Digital hub, it was our job to look at business and customer problems. One of the biggest customer problems was the issue of visualising what large products look like in your own space. Apple released ARKit in October 2017, which seemed a perfect fit for our customer problem

Within a two weeks, me and a designer had build a iOS prototype that replicated the UX flow of the exiting B&Q app but added in a "View in AR" button on the product page. We made two objects, a shed and a cupboard. After demonstrating the prototype, the feature was expedited into the B&Q app, where you can now select many 3D objects to view in AR.

Project developed at Fjord for Kingfisher as Senior Creative Technologist.

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The future of Airbnb - the AirGuide

Read about AirGuide in the PSFK future of retail report.

In seven short years, Airbnb has transformed the way people stay. In 2015, the platform connected nearly 17 million guests with hosts around the world and research suggests Airbnb will soon be taking more room bookings than the biggest international hotel chains. At the heart of this success is Airbnb’s ability to amass a range of unique properties and a networked user community happy to share positive experiences. The process is currently built on information sharing—for booking, communication and reviewing.

Building on personal and social network preferences, online community knowledge and guide partnerships, Dare imagined an automated AirGuide, designed to eliminate obstacles, build partnerships, encourage advocacy and create customer confidence. The AirGuide is designed to help travellers be inspired, make confident decisions, eliminate booking obstacles and encourage future advocacy.

Between booking and starting a vacation, AirGuide populates and presents travellers with a digital guide to their next destination, suggesting an itinerary based on community input from Airbnb users who’ve stayed nearby. Data is pulled from personal networking sites and includes points of interest tailored to the traveler and any possible travel partners interest, available for booking right in the app.

Completing the loop, travellers are encouraged to add their own feedback, enhancing AirGuide for other users. Customers who leave feedback are rewarded with ‘super guest’ status within Airbnb enabling a new level of trust for Airbnb hosts and faster booking responses in the future.

Project developed at Dare as a Creative Technologist.

AirDock Future of Airbnb interface
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A Meditation Nightclub. An audiovisual installation powered by brainwaves

laser effect

Read about the collaboration in New York Times, Cool Hunting, Protein and PSFK.

Wish you could paint space with sound and light? In the second meditation hack with me (working at rehabstudio as a Creative Technologist) and New York-based visual and performance artist Lia Chavez, Meditation Nightclub continued to explore what can be achieved when using the human consciousness as an art material.

With participants wearing an EEG headset, and Lia guiding them through a meditation session, we could monitor conscious brain activity and via Bluetooth, transmitting the signal to our custom built digital-neurology system. The frequency of the signal mirrored the participant’s brain activity that was intern reflected in the intensity of the colour and sound emitted by the audiovisual system.

The Meditation Nightclub had over 4,000 participants over the course of the month and received international coverage from many notable outlets.

laser effect laser hardware laser effect
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One third of the world's population doesn't have access to a toilet.

Twitter toilet

To get people to think about this, we've taken away the toilet paper. If you want it back, you're going to have to tweet for a sheet. Inconvenient? Yes. Embarrassing? Sure. But count yourself lucky you can do something about it.

I created the mechanics and the code behind the device, using an Arduino Yun as the main controller.

Not everyone has the luxury of using a toilet around the globe.


iPhone Twitter Arduino Arduino soldering Twitter Stepper motor
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Feel the presence of your loved one

Pillow Talk

Pillow Talk enables two people to experience each other’s presence. It sends the sound of your realtime heartbeat to a speaker under your partner's pillow. By sharing something so intimate with each other, you can feel connected in a unique and special way.

With Pillow Talk, you can lie in bed next to your loved one, even when they are on the other side of the world.

Each person has a wristband they wear to bed at night and a small speaker to place under their pillow. The wristband picks up your real-time heartbeat and sends it to the other person. The result is an intimate and engaging interaction between two people, regardless of the distance between them. You are paired with your loved one through a smartphone app that runs in the background.

Pillow Talk

I joined Pillow Talk when the company started two accelerators; Telefonica backed Wayra and San Fransisco based Wearable World. Developing with rapid prototyping technologies such as quick PCB designs and fabrication + associated electronics, 3D printing and other materials that were used to quickly gain customer feedback.

I also developed the iOS app and backend implementation for the hardware to communicate between, using BLE.

Pillow Talk tech Pillow Talk app
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Taking child obesity down with fun (and smart tech)

App fitness

Childhood obesity is an alarming epidemic that's showing no signs of easing up. STOMPS is a self initiated concept designed specifically to combat this problem.

Marketing's desire for new trends and buzzwords means 'gameification' has become a bit of a dirty term. However, the fact is, humans are hard wired to enjoy games and the worlds most successful digital businesses employ game mechanics to keep their audience engaged (see Twitter & LinkedIn).

child play

Kids enjoy games the most (their brains haven't been bludgeoned with the responsibility of adulthood). And so, why not use something kids enjoy to help get them moving?

STOMPS was a collaboration between me, rehabstudio and PLA Studios.

Stomps fitness
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Flood Beacon - Real time flood level data and alerts.

Visit the website here.

Read about Flood Beacon in CNet, TechFaster, Tech City News and Postscapes

Flood Beacon is an internet-connected device that broadcasts real-time flood level data and alerts.

The risk of flooding is increasing.  Flood damage losses are expected to increase four fold by 2050, costing $1 trillion globally. Unfortunately in dealing with this growing problem, those at risk have to rely on predicted flood information, rather than real-time information. Flood Beacon aims to address this failing by providing flood data and warnings in real-time.

The Flood Beacon is engineered to broadcast live data such the current water level, GPS location and any sudden accelerations the beacon may feel. The data is sent to cloud for processing and distributed via an open API, managed by Xively. Alerts can then be sent to our smartphone application (push notification when someone is in immediate danger), monitoring stations or anything else people wish to develop.

The prototype hardware technology inside includes a GSM chip for communication, microprocessor, accelerometer, ultrasonic sensors, rechargeable LiPo battery and a 3D printed design.

Flood Beacon Flood Beacon App Flood Beacon float
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BitTag - A physical price tag for a digital currency.

BitTag in retail

Visit the website here.

Read about BitTag in the BBC, PSFK, Yahoo Tech, Cnet, Vice Magazine, Creative Online, IBTimes,, Postscapes and live CNBC

BitTag is a physical price tag that creates a seamless integration between Bitcoin (or any another digital cryptocurrency) transactions and "bricks and mortar" retail stores.

Once set up, the BitTag hardware displays information such as the product name, price in USD (or other local currencies) and the real-time price in Bitcoin. If the Bitcoin value suddenly fluctuates, the price on BitTag will instantly reflect this. The customer, therefore, instantly knows how much the item is worth, whilst the retailer does not incur any financial loss if the value of the Bitcoin changes.

Each BitTag is managed with the assistance of an accompanying iPad app. The app can either be used to setup the Tag or process the digital Bitcoin transaction by simply placing the BitTag on the screen. Alternatively, the Bitcoin transaction can be activated by a simple 'shake' of the BitTag hardware, enabling a Bitcoin QR code to be displayed on the OLED display and scanned by the user's smartphone, using standard apps like BlockChain.

The prototype hardware technology inside includes a Bluetooth low energy (BLE 4.0) chip for communication to and from the app, Microprocessor (similar to Arduino), OLED display, accelerometer, rechargeable LiPo battery and a 3D printed design.

BitTag in retail BitTag in retail BitTag in retail BitTag App
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Adaptive Storefront - A creative vision for physical shopping displays

Reported in the PSFK Future of Retail report 2013 - read the article here

Shop windows don't have to be a passive experience. As part of PSFK's Future of Retail Report, me along with rehabstudio developed, designed a prototyped an interactive display that adapts to whoever stands in front of it.

The technology identifies shoppers using Bluetooth low energy (BLE) and instantly reacts to a set of personal data stored on their mobile device, such as shopping habits and preferences. Shoppers can swipe through personalised content, place items in a digital shopping cart, and purchase straight from the physical display.

This concept could be deployed outside the context of a store environment, be it street on physical billboards, bus stop signs or car showrooms.

Project developed at rehabstudio, working as a Creative Technologist. Half of the creative input.

PSFK Adaptive Storefront PSFK Adaptive Storefront example PSFK Adaptive Storefront
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Poiesis / Tumult - Putting cataclysmic storms in meditation

Strobe Gif

Read about the collaboration in Fast Company. Also exhibited at the Frieze Art Fair 2014.

New York-based visual and performance artist Lia Chavez approached us for a one-of-a-kind collaboration. Lia works with multimedia to explore the behaviour of light in a state of meditation, and instead of a still, calm and quiet place, she's discovered that deep meditation can in fact trigger visions of stroboscopic light and cataclysmic storm systems. She wanted to share this visceral experience with others, so she came to me and rehabstudio to help create her next piece: an 8-hour live performance in Dundee, Scotland and the Frieze Art Fair in London.

I created custom code that reads Lia's brainwaves and, via bluetooth, transmits its signal to a strobe light. The signal's frequency and strength adapted, so that when Lia is in a deep state of meditation, the strobe flashes brightly and intensively, and less so when she is in intermediate states.

Lia's final performance turned out to be the perfect meeting of technology, science and art that inspired us all to collaborate in the first place.

Project developed at rehabstudio. Working as a Creative Technologist, Codeing and developing the hardware setup myself

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Google Converse Arduino-powered Hack-a-Chuck

Project developed by me for rehabstudio, working as a Creative Technologist, for Google+ and Converse

Coded and hardware designed and made by myself | part-creative input

Converse asked us to hack their sneakers, so me along with rehabstudio set out to create the ultimate personalised pair of Chuck Taylors.

We inserted an accelerometer X+Y axis, pressure sensors, Arduino microcontroller, and batteries inside each shoe, so that they would track the wearer's moves, and send the corresponding data wirelessly to a computer, which rendered colourful graphics projected onto a screen.

These graphics could then be printed onto a new pair of Chucks, for a truly personalised design that's entirely unique to how the wearer moves. Our hacked sneakers premiered at Cannes in 2013, where they picked up the silver prize in their category.

Converse TV Converse Converse shoes in action
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Understand the air you breathe

Breathe warning

Read about it in PSFK

View the website here.

Outdoor air pollution is a major environmental health problem affecting everyone in developed and developing countries alike. 3.7 million deaths attributed to the the problem during 2012, making it one of the biggest single environmental health risks.

Breathe is a connected device and smartphone app that enables you to deal with the invisible nature of air pollution. It does this by giving you the tools to understand the quality of the air you breath and to adapt your lifestyle for a healthier way of living.

The hardware provides an automatic signal of the risk of air pollution via an innovative physical user interface, only becoming visible when necessary. The warning signal is only activated when the risk is at an unacceptable level. Breathe incorporates smart technologies such as Bluetooth 4.0, embedded microcontrollers and the latest in air quality sensors. This enables Breathe to analyse harmful gases and identify, process and communicate the air quality around you in real time.

The software allows you to keep an ongoing record of the air you inhale. An app works alongside the hardware, so that you can monitor your daily intake of air pollution and adapt your lifestyle accordingly in order to live a healthier life. The app also helps you identify and avoid air pollution hotspots and to find alternative routes for your journey, with recorded levels of cleaner air. By submitting your air quality readings into a crowdsourced dataset, you will be able to collaborate with others in identifying areas of low/high air pollution that can be easily referenced.

Breathe Breathe no warning
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Lit is a physical, interactive and multi-sensory exhibit that explores the generative relationship between motion, light and audio. Entering into the experience you are presented with an empty, dark space. As you start walking through the installation reacts to your movement in a creative, fun and playful manner.

This project was inspired by exploring reactive architecture through creative technology, venturing away from the dystopian, bleak concrete walls that invade our urban spaces.

On the hardware/technology side, movements are captured via IR sensor technology mounted along a wall. These pick-up movements and are sent to an Arduino which controls the RGB LEDs, while communicating with a sound shield to play a particular sound depending on where you are.

Produced for Digital Shoreditch 2013 - Shoreditch Town Hall, London.

LIT interactive walkway LIT interactive walkway
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GigaLinc - Kinect controlled Gigapixel imagery

Read about it TechCrunch, Gizmodo, PetaPixel, Cnet, PCWorld Magazine/TechHive, The Engineer, FStoppers

Gigalinc is a creative exhibition that allows participants to physically explore large-scale panoramic images through new technologies. Gigapixel images (1000 times the information captured by a 1 megapixel digital camera) are digitally projected onto a large cinema screen that allows viewers to interactively navigate via physical Kinect based hand-gestures, zooming in and out of areas of particular interest. Surround-sound audio accompaniments added to the multi-sensory experience.

The technology used consisted of several hardware features. The hand tracking utilises Xbox Kinect to input gesture based commands that runs on open source software. Arduino allows the participants to select their image just by tapping one touch-pad on the floor. Arduino was also responsible for allowing the participant to print a section of the image. This is achieved through a large red push button that when pressed, tells the computer to capture the image on screen and print it out instantaneously.

GigaLinc has been shown internationally, including at TEDGlobal 2013 (click for images).

GigaLinc at TEDGlobal GigaLinc at TEDGLobal GigaLinc GigaLinc in Vancouver
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HydroBolt - Technology driven Hydration wrapped in a physical prototype

Keeping hydrated is crucial to our well-being. And whilst it seems simple enough in practice; in reality, people don't drink enough. HydroBolt is a creative, Internet-of-things water bottle that uses technology to analyse how much you drink, and remind you to keep hydrated.

The hardware includes a water flow sensor, a BLE112 Bluetooth SoC (originally developed on an Arduino Mini Pro) to compute and transfer data, and an RGB LED for a glanceable UI. If your Hydrobolt water bottle glows green, it means you are keeping sufficiently hydrated. If it glows red, it means it's time to have a sip.

HydroBolt also comes with an app, designed and coded to help people learn and understand their water-drinking habits, based on the information gathered wirelessly from their water bottle.

HydroBolt Prototype HydroBolt App HydroBolt inside
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eSleeper - A physical 21st century cat basket powered by Arduino

Read about it in Engadget, TUAW and PCWorld/TechHive

eSleeper is a 21st century technology-focused cat basket, designed to be an ideal resting location for any cat. When the feline decides its nap-time, eSleeper’s automated lighting control turns on creative wave of colour inside an eMac, while greeting the cat with the iconic Macintosh start-up chime (keeping the legacy of the eMac). When the cat walks out, eSleeper turns off the lights and tweets to @eSleeper1, displaying various phrases along with how long the cat has occupied eSleeper.

How does it work?

Technology and hardware wise, an Ethernet Arduino is used to control eSleeper. Data is sent to the Arduino from an infra-red beam attached to the inside of the eMac. When the beam breaks, the Arduino turns on the RGB LED, send a digital message to a sound shield to play the Macintosh startup chime and records how long the cat has been inside. When the beam is broken again, the Arduino code turns off the LED and Tweets a random phrase linked to the time spent inside the eSleeper.

eSleeper eSleeper Arduino
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SafeCase - A hardware prototype to prevent your bag from being stolen

A few weeks before I participated in AngelHack 2012, a pub conversation arose regarding a theft of a friend’s bag and the growing problem that such crime presents in society. This lead me to think, 'How can I creatively use technology to prevent the casual theft of valued bags and luggage?' Enter SafeCase.

SafeCase is a physical prototype that constantly monitors movement via a digital accelerometer, connected at an ATMEGA324P (originally Arduino). Owners of the bag wear an RFID wrist band to identify themselves. It's designed so that if no identified user physically moves the bag then an alarm will trigger and LED's will flash, notifying that owner that their bag is in the wrong hands.

First prototype was made the AngelHack Hackathon and Accelerator and received a 'special mention'.

SafeCase Image 1 SafeCase Image 2
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Home Automation - For PCWorld Magazine and web

Read the full article online @ - Please note - PCWorld has been re-branded as TechHive.

September's issue of PC World Magazine featured my home automation system. Published in print (745,000 circulation, mainly throughout USA) and gained over 15,000 views online.

PCWorld Home Automaton PCWorld Home Automation

Published and exhibited in

Samuel Cox Published

About me

Samuel Cox

Samuel Cox

I'm a London based Creative Technologist who invents, designs and creates products and experiences that sit in-between the digital and physical space.

In my professional life, I’ve worked for a number of technology companies, leading hardware projects for the likes of Google (Mountain View) and Converse in London. I am currently working in a freelance capacity. Most recently, I’ve worked as Product Lead at a start-up based in London and San Fransisco and a lead Creative Technologist.

In a personal capacity, I explore and develop technological innovations that address social needs and improve lives. Those personal projects have been featured in a wide range of international publications and on live worldwide TV. I have exhibited on stages such as TEDGlobal, Cannes Lions and Las Vegas CES. I was also a TED Fellow finalist in 2015 (I’ll achieve it next time ;)

All work is my own (including the coding, images, ideas and design), unless otherwise stated. Currently based in London, UK.

A fair about of work that I have produced is under NDA, and sadly cannot be shown on my site.

For more information please visit my Linkedin.