Samsung and Selfridges Merge Fashion and Tech in New Store Concept

Samsung Electronics has created a new space within a London Selfridges store that gives consumers a unique approach to the in-store experience where “innovation meets individuality.”

Located on the lower ground floor of Selfridges on London’s Oxford Street, the vision of the new space fuses fashion and sustainability to balance the customer’s evolving lifestyle ambitions. Brand innovation studio Dalziel & Pow designed the space, using a mix of minimal materials alongside fashion-inspired details. The storefront features a constantly-changing interactive shop window and a platform for product launches, cross-brand collaborations and potential takeovers.

“The unique design aesthetic of our new space in Selfridges is a marker for how we want to reimagine the world of retail at Samsung,” Mark Seaman, senior director, new business development at Samsung Electronics U.K., said in a statement during the reopening of the store. “Just as Selfridges is an iconic shopping brand in the U.K., so too is Samsung a beacon for delivering meaningful innovation that can be customized to individual tastes. By having this incredible new space to show off our amazing technologies, we’re confident customers will love the interaction and expertise we have on offer.”

The store aims to be a benchmark for the new era of technology in retail. Samsung wanted to create somewhere where people view technology as a gateway to creativity, expression and communication.