Homely touch for Yongin City’s flagship Samsung Digital Plaza  

Aiming at a young demographic, the Samsung Digital Plaza has been reimagined for its launch in Yongin City, Korea.

On the ground floor of a metal-covered three-storey building, the 1255sqm store offers its goods in a context that echoes the home. The electronics giant engaged Seoul architecture practice Betwin Space Design to create the venue’s façade and interior.

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One of the display zones features audio devices by Harman, a company that became a Samsung division early last year. Samsung displays its TVs in a zone designed like a living room complete with sofas.

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Aiming at occupiers of single-person flats, the compact premium zone presents special products in a setting that reflects modern living styles in Korea, says Samsung.

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There is also a cafe in the middle of the store.

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Photo courtesy: Samsung

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