The Samsung Experience Store is new in many aspects, including the use of materials for its interior. Emphasising the pure, raw materials found throughout the store is what gives this location its distinct industrial look and feel – fitting Samsung’s evolutionary vision for its retail environments. For this, Tchai called upon a number of reliable partners for the installation of the store’s floors, walls and electricity points. Shoppers take centre stage in this concept: whether browsing for a new phone, seeking help at the service centre, or curious about Samsung’s Smart Home technology, they are invited to come in, try and stay for while. Few can resist a go in the Galaxy Lounge, where a thrilling 4D experience awaits, complete with the latest VR-technology and hydraulically-operated moving chair – confirming that this is no ordinary store; it’s pure retail theatre.