Dalziel and Pow worked with Samsung to create a new clear, scalable proposition to showcase in its R&D Lab at Samsung’s headquarters in Suwon, South Korea.
Every year, thousands of retailers worldwide re-fit their shop floors to frame the latest range of Samsung products. The nucleus of all this activity is the R&D Lab at Samsung’s headquarters in Suwon, South Korea. But while subsidiaries come from across the globe to view the live test site, there’s much disparity in how the examples are interpreted back home.
We worked with Samsung over the summer to create a new clear, scalable proposition to showcase in the lab. The challenge was to boost uniformity across all territories while recognising the variety of retail spaces that need to be accommodated.
Our solution was a modular design that subsidiaries are able to easily update year on year, and adapt to their offer and needs (the selection and size of TVs sold in a store in Chicago might be very different to one in Chennai, for example). Effectively a ‘kit of parts’, it comprises a number of wall bays and islands onto which everything from shelving to background vinyls and POS signage can be slotted in or clipped on. Everything is flexible. This eliminates the need for retailers to build a series of bespoke units annually at their own cost, bringing a significant saving.
The first phase of an ongoing project, it’s now being trialled in the R&D lab. Watch this space for more exciting developments as the project evolves…
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