Samsung has created a tech playground for customers to explore its expansive electronics collection at Selfridges London. The site of this ‘lifestyle-first’ retail experience is on the store’s lower ground floor, amongst other technology and lifestyle retailers, inviting customers to interact with Samsung’s range of TVs, smartphones and tablets. Conceptualised by brand innovation studio Dalziel & Pow, the premium retail setting aims to fuse fashion and sustainability, taking inspirat
shion and sustainability, taking inspiration from the innovation, environmental and creative values of both Samsung and Dalziel & Pow.
Mark Seaman, senior director of new business development at Samsung Electronics UK, said the unique aesthetic is a marker for how Samsung wants to reimagine the world of retail.
“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,” Seaman explained. “Having this incredible new space to show off our amazing technologies makes us confident customers will love the interaction and expertise we have on offer. So, whether it’s fridges or phones, we’ve got it covered.”
Sustainable materials are used throughout the design, alongside fashion-inspired details, with various product zones to be explored. Curved plinths and display tables and cylindrical-shaped lounges soften the hard edges and flat surfaces of the gadgets on display.
A constantly changing interactive shop window dominates the front of the store, which also features a space for product launches, cross-brand collaborations, and potential takeovers.
Samsung said it’s a place where “innovation meets individuality”.
Richard Marking, design team leader at Dalziel & Pow, said today’s tech customers are digital natives and see technology as a gateway to wider connectivity and personal expression.
“This project gave us the freedom to leave behind traditional ideas, symbols, and behaviours associated with ‘tech retail’ and to be inspired by Selfridges’ wider fashion, lifestyle and cultural references to create an innovative experience that encourages exploration and interaction,” Marking said.
