Can Samsung’s Retail Stores Rival Apple’s?

Can Samsung’s Retail Stores Rival Apple’s?

The open environment design and amenities aim to encourage visitors to freely wander and spend time.

Dave Pinter, PSFK
  • 26 june 2013

While Apple continues to set the standard for what most consider to be the best technology retailing experience, others continue to try and find a formula that will attract and engage customers. Samsung commissioned OMA to design a next generation flagship location called the Samsung Experience Store at VivoCIty in Singapore. The goal was to create an environment where customers could feel comfortable spending time experiencing the latest Samsung technology products.  The store opened in early June 2013 and we’ve got a look at what the architects — known for their boundary stretching work with Prada — came up with.


Samsung has clearly studied the Apple’s retail store layout and design philosophy. You can see influence of it in the open floor plan, uncluttered space and use of light and glass. OMA say that the space is organized in to several zones. Occupying much of the left side of the store is the IM Convergence zone and the Family/Kids Apps zone provide lively settings for both adults and children to experience the products. The A/S zone provides a comfortable space where problems with mobile devices can be diagnosed and fixed. There is also a casual seating lounge and coffee bar where customers can tailor-make their own cups of coffee through an App.


The open environment is meant to allow customers to feel free to wander and demo the products on display whether they intend to make a purchase or not.


Along the right side of the store is the Galaxy Super Wall made of a combination of flip dot panels and large format display screens. Customers moving through the space are translated into a digital art piece using the flip dot panels. The display wall hosts product information content and demos.



Samsung say the the design DNA of the VivoCIty flagship will become the guidelines for what future Experience Stores look like.

Samsung // OMA


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