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Out and About Dalziel And Pow Samsung @ Selfridges London, UK


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Getting Savvy with Samsung


As a result of a great working relationship between Dalziel and Pow and Samsung UK, the retail designers were provided with a brief to create an incredible shop­in­shop experience for the new Samsung area in the technology department of Selfridge’s London. The unique design of the space has been specially tailored to suit the tone of the famous Selfridges department store, creating a fashionable twist to the traditional technology retail offering. The location was definitely a source of


much of the creative direction for the project. Selfridges is one of the most iconic department stores in London, and it has a well­established reputation for being a theatrical and textural store. The store’s design has always steered towards creating an experience that is all at once theatrical, fashionable and technical, immersing the customer in the Selfridges brand. The shop­in­shop space for Samsung needed to suit this backdrop whilst standing out from the rest of the store at the same time. One of the focuses of this project was to


create a completely different approach to selling technology. Where we may be used to entering bright white stores in clean, light areas, this store has a very different feel to it. The central look of the space is made from white metal curtains set against


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a dark theatrical backdrop made from grey felt. These colours and textures combine to create a soft and neutral backdrop that places Samsung products in a chic and relaxed environment that is a stark contrast to other technology stores. Lighting was also a central element used


to create the store atmosphere. Focused lighting was essential from a product perspective, with a number of different requirements from smaller table presented products that required strongly focused lighting, to the TV range area that wanted a much softer wash of light. The overall store was accentuated with linear blue brand lighting, which brings the brand to life and gives the Samsung space the feel of a real premium brand. New product technology is at the heart of


this shop­in­shop; with two 40­inch Samsung touchscreens being built into tables to bring the full TV range to life through interactive digital media. This provides staff with an opportunity to assist with sales, as well as offering customers an opportunity to explore and compare products. The finished shop­in­shop has provided Samsung with a space that stands out from the crowd in a heavily competitive industry.


Dalziel and Pow helps to create a shop-in-shop for technology brand Samsung that stands out from the crowd.


Contact


Dalziel and Pow T: +44 (0) 20 7837 7117 www.dalziel­pow.com


www.a1retailmagazine.com


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