Inspired by the collaboration between technology and fashion, the Samsung experience in Selfridges reframes innovation in creative and original ways to inspire consumers. The experience encourages exploration and interaction across Samsung's full lifestyle technology offer.

Product zoning avoids traditional segmentation, instead presenting cross-category collections inspired by the way people live. A mix of digital and physical storytelling help both navigate and inform.

A dedicated zone was created as a constantly changing interactive shop window and a platform for product launches. Hands-on experiences allow customers to fully engage with the potential of the new technology.

Sustainability was fundamental to the choice of materials and construction approach. The fixtures were designed to be easily updated for new product launches with many elements reusable.