Samsung unveils Samsung Infinity experiential concept in Seoul

1 min readUpdated May 30, 2025Jul 10, 202011:05 PM

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Samsung has created an experiential concept store in south Seoul, dubbed Samsung Infinity, showcasing its products across multiple categories.

Located inside the premium department store OMA’s Galleria in Seoul, the experience center spans four stories, with a 4000sqm floor area. Designed by JHP, Samsung Infinity features a futuristic concept which some customers have described as “something out of the science fiction series Devs”.

A wide range of Samsung products is displayed there, ranging from ‘super smartphones’ and appliances to electric cars and even ‘digital fashion’.

Samsung Infinity also houses a giant glass sculpture called Infiniti Tower standing in a three-story atrium in the heart of the center.

“I recall going in but then walking immediately out again only to look at my watch and find that two hours had passed,” a customer said when visiting the center. “I felt elated, entranced and in something of a state of ecstasy,” they enthused.

“We designed it… but emotionally we are still coming to terms with what we have created,’ says Steve Collis, CEO at JHP.

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What this means

Samsung’s Samsung Infinity concept is a bold, likely effective move to elevate brand perception beyond typical electronics showrooms. By housing diverse offerings, including electric cars and digital fashion, within a premium department store and emphasising experiential design, Samsung pressures rivals like Apple, whose recent iPhone 6 launch underwhelmed. This large-scale, multi-category approach differs from more focused expansions seen with Tiffany & Co.'s café in Singapore, indicating a strategic shift towards immersive brand storytelling. The main risk lies in sustaining the 'elated, entranced' customer experience. Retailers should now monitor customer traffic and sales conversion rates at Samsung Infinity over the next six months.

Minjun Park · Retail News Asia newsroom

Questions & Answers

Where is the new Samsung experiential concept store located?

The Samsung Infinity concept store is situated inside OMA’s Galleria, a premium department store in south Seoul. It spans four stories within this location.

What kind of products does Samsung Infinity show?

The centre displays a broad selection of Samsung products, including 'super smartphones', appliances, electric cars, and 'digital fashion'. It covers multiple product categories.

Which company was responsible for designing the Samsung Infinity concept?

JHP designed the Samsung Infinity experiential concept store. Steve Collis, CEO at JHP, commented on their creation, noting its emotional impact.

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