Location: Samsung Shop-in-shop in Arena, Amsterdam, the Netherlands
With technology evolving faster than ever Samsung opted for a timeless design for its new stores. A monochromatic colour palette and fluid lines characterise the first European store with which the tech giant is rolling out its new global shop design standard. In another collaboration with advertising agency Cheil Retail, Tchai built the first store at the MediaMarkt near the train station Amsterdam Arena.

"A monochromatic colour palette and fluid lines characterise..."

The South Korean design leader created one pilot store in Thailand before it came to Europe, to research how its new global shop design standard could be translated and realised in the rest of the world. Next to the complete retail approach of Cheil, Tchai prototyped a part of the shop at its headquarters where Samsung could further define its needs and wishes.

Samsung introduced their new timeless global shop design in the MediaMarkt, Amsterdam Arena. The new Shop-In-Shop feels warm and welcoming.
  • Discipline
  • Brand space
  • Product presentation
  • Client
  • Samsung
    Global Shop-in-shop
    Amsterdam Arena, The Netherlands

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