Samsung China has opened its first flagship experience store in the market – and it is right opposite its archrival.

The almost 1000sqm Shanghai store is the brand’s largest in Asia, and stands opposite Apple’s Nanjing East Road store. The store has two sections and stocks Samsung’s full range of mobiles as well as featuring a 5G experience zone for customers to participate in large-scale cloud games and watch HD video broadcasts.

Samsung has recently readjusted its strategy in the territory, shifting all mobile device manufacturing to India and China. The experience store is the latest development in the new strategy.