Objectives

The Zeil in the heart of Frankfurt / Main is considered as a must-have location for the big brands. So there was no question for SAMSUNG at which location they should set up their first major brand store in Germany. This store was considered not to be a typical brand store just for selling products, but to be an unique place, where the costumer could get in touch with the world of SAMSUNG products, in a playful and interesting way.
 

How were the objectives met?

In the newly designed flagship store offers consumers an unprecedented brand experience on 4 floors with a total area of 1,400 square meters, in which the interaction with the products and their technology is most important. Customers regularly get access to the latest products, live events, have the opportunity to playfully deal with technologies such as VR, and find product training and repair options in the spacious service center in the basement. The SAMSUNG Showcase allows consumers to discover the SAMSUNG brand and its products in an exciting and entertaining way - based on the idea of the "Pioneer Playground". Staging a unique brand experience of the SAMSUNG brand and overcoming the boundaries between conventional retail and brand identity. 24 interactive exhibitions are presented on 4 levels and three different experience zones - and a unique costumer journey gives the customer the opportunity to discover the SAMSUNG brand and its products in a fun and entertaining way. The SAMSUNG Showcase will become a globally networked experience by creating multiple locations around the world.

Location: Schwalbach/Ts, Hessen, Germany

Submitter: Cheil Germany GmbH

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