Crafting an Experience Store.
Samsung had already built a stunning flagship, but something was missing—the original design focused heavily on architecture and less on the visitor experience. They asked Kubik to reimagine the space, blending their sleek architectural vision with immersive, experiential retail moments that connect with customers on a personal level.
Objectives
- Enhance visitor experience within a modern architectural shell
- Infuse interactivity and storytelling that reflect Samsung’s product philosophy
- Ensure design consistency with curved architecture and brand identity
- Maintain a flexible environment that supports evolving product launches and events
Our Approach.
Respect the Curves, Layer the Experience
The store’s architectural signature—curved walls, sweeping fixtures, and a stunning central staircase—demanded respect. Kubik honored that aesthetic by integrating flowing demo zones and circulation paths that echo Samsung’s product design language, creating a retail journey rather than a showroom.
Interactive Zones That Invite
We introduced hands-on product stations—smartphone kiosks, VR demos, appliance showcases—all positioned along the natural flow of the space. These interactive touchpoints encouraged exploration, learning, and social moments, turning window shopping into experiential living.
Seamless Integration of Tech & Hospitality
Built-in digital displays, tutorial zones, and lounging areas allowed the store to host product events, workshops (like local artist collaborations), and private consultations—all within a single cohesive build.
Layered Lighting & Zoned Experiences
To bring warmth and narrative depth to the stark white-and-wood palette, Kubik enhanced lighting strategies with accent fixtures that highlight product zones and content moments. Softer tones near relaxation spaces and brighter illumination at demo stations guided customer focus intuitively.
Visitor Experience in Motion.
- Arrive: Customers are greeted by the iconic curved staircase—a powerful visual cue symbolizing Samsung innovation.
- Engage: Product hubs are thoughtfully placed along the flow, offering touch-and-try experiences supported by live staff and self-guided screens.
- Gather: Flexible lounge and presentation zones enable workshops, artist showcases, and “tech taste tests”—merging retail with culture and hospitality.
- Explore: Guests move naturally between stories—mobile, home, VR—without feeling boxed in or overwhelmed.
Key Story Elements.
- Architectural respect meets experiential enhancement
- Curved retail journey inspired by product design
- Interactive demo stations aligned with brand storytelling
- Flexible zones for events, launches, and workshops
- Layered, mood-sensitive lighting to shape emotional flow