A space where innovation meets individuality.
As Selfridges refreshed its technology floor this offered another opportunity to continue our collaboration with Samsung UK, creating the latest evolution of the brands’ experience in this premium location. Having shared ambitions of building a more sustainable future through creativity, the opportunity was to present Samsung in a more fashionable but sustainable environment.
We created a vision for the space, creating an experience inspired by the collaboration between Samsung & Selfridges, reframing innovation in creative, original, and provocative ways to inspire consumers to express their individuality through technology.
Key insight: Today’s customers are digital natives, increasingly casual and creative, seeing technology as a gateway to not just content but wider connectivity and personal expression.
There was the opportunity to leave behind traditional ideas, symbols, and behaviours associated with ‘tech retail’, to be inspired by Selfridges, wider fashion, lifestyle and cultural references to create an innovative experience that encourages exploration and interaction that inspires and supports a new generation of tech consumers. This unique destination will be a benchmark for technology retail and Samsung’s future retail concepts.
Key shift: From abstract innovation to cross-category collections inspired by the way people live.
“ The unique design of our new space in Selfridges is a marker for how we want to reimagine the world of retail at Samsung. Just as Selfridges is an iconic shopping brand in the UK, so too is Samsung a beacon for delivering meaningful innovation that can be customised to individual tastes. By having this incredible new space to show off our amazing technologies, we’re confident customers will love the interaction and expertise we have on offer.” Mark Seaman - Senior Director, New Business Development at Samsung Electronics UK
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