Creating a unique retail experience in the hottest up-and-coming area of London’s dynamic core, Coal Drops Yard at King’s Cross. Rather than making yet another retail store, our challenge was to showcase Samsung’s innovation and brand DNA in the most relevant, authentic, and inspiring way possible.

Our challenge: create something unique in the hottest up-and-coming area of London’s dynamic core. A new retail space raising the entire area’s profile. Our solution? Un-retail the retail. Brick and mortar is fading, but people still crave great experiences. We embraced that need for a new type of gathering point, offering a contemporary space to inspire digital culture without a sales pitch. Samsung KX lets people create, socialize, and express their passions freely through culture and art. The venue is unique, from its heritage design to thoughtful fit-out, and creative programing.

Our challenge: create something unique in the hottest up-and-coming area of London’s dynamic core. A new retail space raising the entire area’s profile. Our solution? Un-retail the retail. Brick and mortar is fading, but people still crave great experiences. We embraced that need for a new type of gathering point, offering a contemporary space to inspire digital culture without a sales pitch. Samsung KX lets people create, socialize, and express their passions freely through culture and art. The venue is unique, from its heritage design to thoughtful fit-out, and creative programing.

We reimagined the Victorian engineering, carefully maintaining heritage to create an open and modern space fusing London Loft with Samsung design and Connected Living technology. To this we added a unique digital culture that speaks to London’s layers of history, art, music, fashion and design.The Origins Project creates a new digital culture in collaboration with local artists. Our first, Galaxy Graffiti, used Galaxy devices in specially designed spray can cases, breaking down negative stereotypes by digitizing the artform indoors and making it accessible. Origins evolves with different artists and within the flexible space, encouraging visitors to stay longer and return.

We aimed to promote the brand DNA for innovation and human-oriented technology rather than the product itself. Visitors who knew Samsung mainly with mobile devices and home appliances were pleasantly surprised and moved with what the brand can offer in many aspects of life. People who were not familiar with Samsung found the whole new exciting world. Visitors ended up staying longer than any other Samsung retail stores around the world and had better experiences.