Samsung to target young market via Samsung Digital Plaza

Aiming at a young demographic, the Samsung Digital Plaza has been reimagined for its launch in Yongin City, Korea.

On the ground floor of a metal-covered three-storey building, the 1255sqm store offers its goods in a context that echoes the home. The electronics giant engaged Seoul architecture practice Betwin Space Design to create the venue’s façade and interior.

One of the display zones features audio devices by Harman, a company that became a Samsung division early last year. Samsung displays its TVs in a zone designed like a living room complete with sofas.

 

Aiming at occupiers of single-person flats, the compact premium zone presents special products in a setting that reflects modern living styles in Korea, says Samsung.

There is also a cafe in the middle of the store.

 

Photo courtesy: Samsung