Making a big statement in the Big Apple. Samsung

Challenge

Samsung wanted to reposition their brand to appeal to a more affluent target audience and to develop a permanent public presence in the heart of New York City.

Insight

Samsung products and philosophy are best shared through experiences.

Solution

We conceived, designed and managed construction of the “Samsung Experience”, an innovative brand space, combining cutting-edge innovation, stylish design and creative content.

The experience showcases Samsung technology and puts it in the hands of visitors, helping them to discover how it can enrich their lives.

Visitors explore an interactive exhibition that changes quarterly to reflect New York life. One month they can be navigating a digital guide to the city and the next engaging with a fashion collection created by one of the city’s hottest designers.

A dedicated website was developed in collaboration with MIT Media Lab to enhance the in-store experience and to share it with those unable to visit NYC.

Results

• The “Samsung Experience” has set a new paradigm in retail, leading the “experience shopping” trend.
• People who visit are much more likely to purchase a Samsung product.
• For example, 31% of those exposed to the experience, who then bought a high definition television within the year, chose a Samsung model.