Continuing our six-year relationship with Samsung, we were briefed to create a 150sqm shop-in-shop for the brand in Selfridges London. Inspired by its setting, the design has a more fashion and lifestyle focus, and the cross-category concept brings all of Samsung’s products (TV, Audio, IM, VR, headsets, phones and wearable tech) together for the first time.

Every product is on and ready to demo, with content- rich design and product stories, and the flexible space can be changed overnight for launches. With its emphasis on cutting-edge products and personal service, this unique destination has become a benchmark for Samsung’s future retail concepts.