A brand experience inspired by the soul of a company.
The Problem to Solve
Despite the fact that Samsung dominates internationally, the Apple iPhone commands a significant share of the Canadian market. To bring more attention to Samsung’s impressive innovation story, they designed a 21,000-square-foot, state-of-the-art Experience Store for launch in a prime retail location at the Toronto Eaton Centre. With global eyes on this launch, they needed an experience that would be buzzworthy, memorable, and guarantee lineups around the block.
The “Discover Our Seoul” launch platform transformed the Samsung retail space from a transactional environment into a site for exploration and interaction, inviting curious customers to get to know Samsung and its birthplace: Seoul, South Korea. Known for cutting-edge culture and innovation, the multi-day event set the stage to re-create Seoul’s energy with a collection of interactive experiences including a K-Pop selfie station, artists creating custom phone artwork in real time, and a sit-down Korean food experience with chef Kristen Kish in Samsung’s built-in kitchen. And, amidst all of this, guests were encouraged to discover Samsung technology throughout the two-level flagship store.