Samsung Experience KX, London

Korean multinational, Samsung has opened a state of the art, immersive space in London’s Kings Cross. The store sits beneath the ‘kissing’ rooftops of Coal Drops Yard – the iconic centrepiece of Thomas Heatherwick’s design.

Samsung has declared that this space is ‘not a shop’. It is a brand space that focuses on customer experience and brand immersion. It has been designed as a playground and community space where customers can discover and experience the best of Samsung’s tech across their mobile, TV, computing and connected home appliances as well as exploring and passing comment on some of the brands beta development projects.

With no ‘sales’ assistants trying to hard sell, ‘guests’ can simply come in and check out Samsung’s latest tech at their leisure in relaxed and beautifully furnished domestic settings; sample the rolling calendar of guest experiences from supper clubs, yoga to cooking and photography masterclasses run in collaboration with local educational institutions and community groups; equally they can grab a coffee with a friend, or just work in the space.

It’s an out and out brand showcase, positioning Samsung as a purveyor or innovation.

The store’s staff were recruited from the art, hospitality and sports worlds and spent four weeks immersing themselves in the Samsung culture and the unique aims of this space, and with a deeper training in customer service rather than overt selling. Now in situ they continue to help shape the space as it evolves with the needs of visitors. In addition, highly trained experts provide live tutorials, free device health checks and product repairs.

Staff are also supported by a bespoke app, with training content, weekly schedules and a wellness hub. Staff are encouraged to check in after each shift, sharing how they are feeling – helping to measure their overall engagement, wellness and development.

With stunning views over Coal Drops Yard and an equally stunning 20,000 sq.ft. interior by Brinkworth, Samsung KX is designed to be a community space and a place of constant newness that will keep visitors returning.