Samsung unveils Samsung Infinity experiential concept in Seoul

Samsung has created an experiential concept store in south Seoul, dubbed Samsung Infinity, showcasing its products across multiple categories.

Located inside the premium department store OMA’s Galleria in Seoul, the experience centre spans four stories, with a 4000sqm floor area. Designed by JHP, Samsung Infinity features a futuristic concept which some customers have described as “something out of the science fiction series Devs”.

A wide range of Samsung products are displayed there, ranging from ‘super smartphones’ and appliances to electric cars and even ‘digital fashion’.

Samsung Infinity also houses a giant glass sculpture called Infiniti Tower standing in a three-storey atrium in the heart of the centre.


Customer reaction has been swift and positive, according to JHD.

“I recall going in but then walking immediately out again only to look at my watch and find that two hours had passed,” a customer said when visiting the centre. “I felt elated, entranced and in something of a state of ecstasy,” they enthused.

“We designed it… but emotionally we are still coming to terms with what we have created,’ says Steve Collis, CEO at JHP. 

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