Cheil Nordic was commissioned by SAMSUNG to design, develop and execute a retail space inside Elgiganten, where customers could interact in a more dynamic way with their different products. Samsung’s mobile and TV & AV divisions needed to be combined in one area applying a lifestyle interior design, but without losing the tech strong characteristics of their mobile division.
SAMSUNG -
Shop-in-shop
Stroget
Arguably the most relevant challenge was to engage the pedestrian customer, and make them feel part of a designed space and not a retail operator store. To address these challenges key elements are applied to the space. The consumer is welcomed by an LED light frame. This light resembles the effect of breathing, causing on the consumer a rhythm of calmness. The windows mentioned above play an important role in the design. Removable podiums and displays create flexibility in the space, and showcase the latest products offered by SAMSUNG.
The interior reflects a calm and elegant color scheme, a color palette of warm beige and brown accents balances the space with the integration of American walnut wood tones and soft curves found along the shop. Traditional limestone floor in earth tones frames the area and creates a total color harmony. Terrazzo, glass and black metallic details complements the richness of the interior.
Furniture pieces have been designed and crafted for the space, featuring a center table as the protagonist of the shop, helping the customer to move into the area in a more natural way. Handpicked lightning from notable designer wraps the entire space and adds an extra elegant and sober element.
