Samsung Opens Showroom to Beat Competition

By Tamanna Desai,
Technology and Innovation Editor

Samsung will be opening a new showroom in London in efforts to compete with its rival, Apple.

“The technology giant is finalizing details to lease the 20,000 square feet (1,858 square meter) top floor of the under construction Coal Drops Yard mall, which has been designed by Thomas Heatherwick, the people said, asking not to be identified because the plan is private” according to Bloomberg.

Technology giants such as Apple, Microsoft and Google are pushing efforts to redsign the store experience for the consumer and thus redesigning their brand image. Instead of focusing on the actual product, these technology giants are creating an atmosphere where individuals would go to as a hangout space.

In an attempt to appeal to millennials Samsung opened a new store called Samsung 837 in the meatpacking area of New York City. On Samsung’s website they state the purpose of Samsung 837 as a place that, “combines art, fashion, technology, and sport in unprecedented ways. It’s not a store, but a new kind of place filled with ideas, experiences, and Samsung’s cutting edge devices… It is where anyone can try out virtual reality, take part in interactive art installations, and see a larger-than-life, three-story screen. It’s home to live music performances, exclusive screenings, and radio recordings.”

Just recently Apple opened up a flagship store in Chicago and created an Apple campus in the Kings Cross District in London where Samsung will also build its showroom.
Similarly, Microsoft is also renovating its stores in London in order to keep up with its competitors. Looking into the future, customer experience will define the success of retail companies instead of focusing on the actual product.


A version of this article appeared in the Tuesday, October 24th print edition.

Contact Tamanna at


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