What: Samsung has designed a new-gen type of selling space for its opening within Selfridges, entirely dedicated to experience and trial.

Why it is important: Consumer electronic has been a winning category in the past year, and Samsung is also a strong partner for some IADS members, such as El Corte Inglés, who also have deployed similar experiential points of sale.

Samsung has opened a shop in shop in Selfridges to display its full range of electronic lifestyle offer. The goal is to maximize discovery and interaction, thanks to an immersive point of sale designed by brand innovation studio Dalziel and Pow. Entirely designed in sustainable materials, the retail space conciliates innovation, tradition and well-being.

Inside Samsung Tech playground