It was unique because it sold no products, instead allowing customers to try out virtual-reality headsets, attend events at its in-house auditorium and view ‘content experiences’ involving art, music and culture.

Now Samsung is bringing its experiential concept to London, with plans to open a 20,000 sq ft unit at the Coal Drops Yard development in King’s Cross, in what the scheme’s developer and asset manager Argent has described as a first for the UK market.

So what is the plan at the London store and why are brands opting for this softer approach to sales when the retail climate is so difficult?