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.

Un-retail the retail.

Brick and mortar are fading, but people still crave great experiences. We embraced the needs for a new type of gathering points, offering a contemporary space inspiring digital culture without a sales pitch, creating a new destination for Londoners and people from around the world.

The venue is unique, from its historical design to thoughtful fit-out and we reimagined the Victorian engineering interwoven with Samsung technology, carefully maintaining the heritage and creating an open and modern space fusing London Loft with Samsung design.

To this, we added a unique digital culture that speaks to London’s layers of history, art, music, fashion, and design. ‘Galaxy Graffiti’ for instance, used a digitalized spray can using Galaxy mobile phone helped to break down negative vandalism stereotypes and transformed it into a new enjoyable act of art and self-expression.

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.