Background

The retail partner planned a full renovation for the flagship store, which was designed with “Lighthouse” concept for more immersive and experiential retail environment. Our clients engaged us to launch the first Samsung boutique within the Madiamarkt Gerngoss, the first Austrian “One Samsung” shop, combining IM and CE categories under one roof that provides a seamless environment for customers to discover and engage with Samsung’s full product range-from mobile devices to premium TVs, wearables, and smart home technology.

Creative Idea

SmartThings serves as a central connecting hub, demonstrating how Samsung’s ecosystem brings connectivity and convenience to everyday life. The concept emphasizes connectivity as the key to the future, bridging Mobile and CE zones in a fully immersive environment. As Austria’s first One Samsung concept boutique, the store will establish a flagship destination where customers can intuitively explore and engage with the full Samsung ecosystem.

Insights & Strategy

The strategy combined design, connectivity, and storytelling to deliver an intuitive, memorable, and distinctly premium in-store experience. The store layout was designed to guide visitors through a clear and immersive journey:

Left (IM Zone): Features connected experiences with Galaxy Watches, Buds, and tablets, supported by a large campaign screen and hands-on demo tables showcasing device capabilities and ecosystem integration.

Center (SmartThings Zone): Focuses on connectivity and ecosystem functionality, demonstrating AI-driven home automation, device control, and seamless cross-device experiences.

Right (CE Zone): Showcases Neo QLED 8K TVs, sound systems, lifestyle TVs, and large-screen setups for a premium entertainment experience.

Execution

The boutique combines high-end design with functional storytelling:

Wooden ceilings and flooring create a warm, seamless transition across different zones, blending materials and textures to guide visitors naturally.

Dedicated SmartThings AI zones let customers experience connected home functions, from lighting and climate control to device automation.

Premium finishes and thoughtful layout ensure ease of navigation, encouraging customers to explore and interact with multiple devices in a single visit.

Lighting, display design, and interactive elements were optimized to highlight products, create focus areas, and enhance the sense of discovery.

Results

Since opening, the One Samsung Lighthouse boutique has become a high-traffic destination, attracting a steady flow of customers daily.

Visitors didnt just browse—they actively engaged with products, experiencing Samsung’s ecosystem firsthand.

The boutique strengthened Samsung’s premium brand presence in Austria demonstrating leadership in technology, design, and connected experiences.

Customer feedback highlighted the intuitive layout, immersive experiences, and seamless integration of Mobile and CE products, making the store a model for future flagship concepts.

The One Samsung concept successfully bridged the physical and digital experience, turning retail visits into interactive, memorable journeys that showcase the full power of Samsung’s ecosystem.