Samsung ‘digital playground’ set for arrival at King’s Cross

Coal Drops Yard, King’s Cross

Electronics giant tries to attract young and tech-savvy shoppers with experiential store concept.

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?

This content is only available to registered users

You must be logged in to continue

Gated access promo

Would you like to read more?

Register for free to finish this article

Registration includes the following benefits:

  • Access up to four FREE articles per month
  • Breaking news, comment and analysis from industry experts as it happens
  • Choose from our portfolio of email newsletters

To access this article REGISTER NOW

Four articles not enough? SUBSCRIBE for unlimited access to over 100 weekly articles and our comprehensive archive. For as little as £5 per week.

Registered users and subscribers SIGN IN here to continue