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Samsung Retail Showcase. Develop a store concept to beat Apple in retail

CHALLENGE

Challenge

For years Apple attracted more people to its store in Germanys most crowded shopping area, Frankfurts Zeil. People did not understand the benefit of the store and were easily distracted from the man nearby electronics retailers.

 

Samsung tasked Starcom to develop Strategy, Concept and Media for a store experience so relevant people would come from near and far to see it.

 

Our sister agency Leo Burnett was tasked with creative and execution and operation.

Challenge

For years Apple attracted more people to its store in Germanys most crowded shopping area, Frankfurts Zeil. People did not understand the benefit of the store and were easily distracted from the man nearby electronics retailers.

 

Samsung tasked Starcom to develop Strategy, Concept and Media for a store experience so relevant people would come from near and far to see it.

 

Our sister agency Leo Burnett was tasked with creative and execution and operation.

SOLUTION

  • Solution and Result

    By identifying the underlying social and cultural value of of Samsungs products, their purpose in peoples life, we were able to create a Human Experience that dramatized all of what Samsung is about: Human Growth

    We created a platform, „The Experience Hub of Human Growth“, allowing the store to transform from a pure product display to a space to explore and experience arts, culture and technology in a way that transcends products functionality and makes technologies contribution to the development of humanity tangible. Samsung thereby evolves from a producer to an enabler of arts, sports, music and culture, the store evolves from a retail space to a cultural hot spot.

    Current owners of Samsung products thereby get to know the brand again and experience an increased value and a richer meaning of the brand while, new audiences get invited to discover Samsung and find out how relevant Samsung acctually is for their lives.

     

    Result

    Daily traffic surpasses Apple Store, 6x return rate