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Inside Samsung’s tech playground in Selfridges

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