Execution

We created an almost magical environment where shoppers flawlessly move through the store, experiencing Samsung’s Ecosystem embedded in a luxury design language that matches the premium standard of our customers. Introducing Samsung Atmosphere: A place where lights follow you, drawers open when you approach them, translucent surfaces turn transparent unveiling their secrets and the whole space senses your presence. Thanks to integrated sensor-based technology, customers simply follow their flow and the store adjusts to their needs around them.

Design Language

The room is built like a large infinity cove to make it appear spacious and wide. Bold rectangular shapes and soft rounded forms characterize our core design language. Everything in the store feels smooth and gentle and radiates premium technology without being cold.

Usage of Colors

To give the store warmth we have worked with muted but playful colours. A palette of hues within the colour scheme allows us to produce a strong luxury visual identity, without sacrificing the brands Identity.

Usage of Materials

Terazzo

The concave connection of wall and flooring has been carved out of massive terrazzo blocks realized by premium manufacturer in Italy. The material is a strong statement in terms of quality and sets the right context for Samsung products. At the same time it is one of the most sustainable and environmentally–friendly materials.

Aluminum

We have designed multiple furniture in a stunning aluminum finish to create an incredible detailing that appears on ultra thin wall elements and stuns with very exact shadow-gaps. The panels are made out of real aluminum and have a sensitive matt finish.

Frosted Glass

This material has been used on the product displays for the high-end smartphone section. Instead of a solid cube, this product display adds depth and dimensionality to the overall design of the store. Its translucency creates mystical silhouettes and light play while also providing a haptical experience.

Customer Experience

The entire space consists of a concave curve that connects walls, floor and ceiling in order to convey the infinity of space. The store uses invisible technology that surrounds customers like an aura. All exhibition furniture is equipped with responsive lighting via a sensor system installed in the ceiling, which also enables responsive content to be played on to the products themselves. In this way, products and installations react to customers, taking them by surprise for instance as they ﬁnd themselves being followed by a light or drawers open by magic as they walk by. The sensor system is also used to provide insights on customer ﬂows and product interactions to constantly optimize the store.

Tech Set Up

We created a fully responsive store design with real time changes in the atmosphere of the shopping environment according to customers’ flow: The space is equipped with an 3D lidar sensor ceiling that creates a dot matrix layer to track each single movement in the space and trigger actions.

The sensors are connected with our lightning which is controlled by the movement and adjusts depending on the distance of the customer. This way we can put products in focus and stage them for the consumer. In the same way the contents on the screens and TVs is being triggered: if someone appraoches the TV, it starts talking to them and explains their features. This enhances the customer experience and guides the consumer better.

Another surprising features we have built in are smart drawers which are also triggered by sensors: If customers approach the accessory wall drawers magically open to reveal their treasures. This keeps the overall space feeling sleek, while still being able to showcase a big product range.

Challenge