Samsung Experience Store

How can you take better pictures with your smartphone? How can your smart watch help you take control of your health? What are the options for storing photos and music? The Samsung Experience Stores are interactive spaces where you can discover all the possibilities of the smartphones, tablets and wearable devices of the South-Korean mega brand. You can try, but also actually buy all devices on site, as well as have them repaired. Agency Cheil Benelux, Retail, partnered with Tchai to build the first in the Netherlands, at shopping centre Hoog Catharijne in Utrecht.

With the latest renovations finished, Hoog Catharijne is a hive of activity every day of the week. It’s adjacent to the Netherlands’ busiest commuter hub Utrecht Centraal, and houses more than 150 shops and restaurants, as well as many offices. At this location, Samsung has had three successful pop-up experiences, and the company was keen to open its first Experience Stores of the Netherlands here. In 2018, Samsung launched its design standard. This store is one of the first that is completely built according to global design guidelines.

Our schedule was tight, and with many different tasks that had to be done on-site, it was quite a complex operation. But we’re always up for a challenge, and we look back upon a positive experience. In just five weeks, the first Samsung Experience Store in Benelux was ready to receive its first customers.

A striking feature of the design is the LED-wall above the entrance, a screen that is 18 metres long and 2 metres high. This shows changing content, such as footage of the city. The store also makes use of an ‘old-fashioned’ pneumatic tube system. The transparent pipeline shows the capsules that transport mobile phones from the shop to the service department upstairs. Most repairs can be done on-site.