Samsung's Digital Playground

“There aren’t any tills at Samsung’s new store in Coal Drops Yard, King’s Cross, nor are there rows of tablets lined up with price tags.”

Samsung have opened up a brand new unconventional tech store in shiny new urban retail space Coal Drops Yard. Unlike your traditional tech store, the brand invites users simply to “play”. Whether it’s competing in a virtual reality F1 race, or decorating the walls with digital graffiti, Samsung have gone all out with their experiential marketing ideas and their goal to “bring technology to life.”



Having visited the store, the most interesting talking point was the Samsung Project Cars 2. Two hi-tech experiential driving seats that move, tilt and vibrate in reaction to a racing game that plays through your VR headset. This technology is the closest you can come to driving without getting in a car - casting potential for future collaboration between Samsung and Universal to promote our favourite vehicular action movies?