South Korean tech giant Samsung has chosen Thailand for the first of a new retail concept.

Samsung will debut its Samsung Experience store, comprising 422 sqm over three floors at Siam Square One in Bangkok, a new development under Siam BTS station opposite Siam Centre.

The first such store in Southeast Asia, it features four zones: learning, games, entertainment and children. It also has a Smart Academy Lounge with training classes about Samsung products.

It also includes an express-service channel for quick access and greater convenience of customers who have encountered a minor problem. Customers can also pre-book a service from this centre online via Samsung’s website, says Thai Samsung Electronics’ VP for information technology and mobile communications, Wichai Pornpratang.

Simultaneous with the opening was the launch of the new Samsung tablet, the Galaxy Tab S, which boasts super AMOLED technology display, said to be better than LCD display.

Pornpratang is optimistic about Thailand, the third-biggest country in the world for YouTube access.

“We cannot disclose the total market we forecast and cannot disclose our target. But we can share that this market has very huge potential,” he said.