Samsung Electronics Celebrates 1st Anniversary of Kings Cross Experience Center in UK... "Becoming a Community Space"

"Customers, Not Products, Are the Main Characters"
Strengthening Connections with Culture-Sharing Customers

At the 'Samsung Kings Cross' showcase, communication with customers takes place through various activities. A scene from the invited lecture held in November last year.

[Asia Economy Reporter Dongwoo Lee] Samsung Electronics announced on the 7th that the 'Samsung Kings Cross' showcase experience center, established last year in London, UK, has transformed into a space that engages with the local community just one year after its opening.

The message of the 'Samsung Kings Cross' showcase, celebrating its first anniversary, is that the customer, not the product, is the protagonist. They hold art school graduation exhibitions using Samsung TVs, freely use home appliances in a shared kitchen, create music using smartphones, and host concerts and fashion shows on the central stage.

This approach continues despite the recent global crisis. While many companies are reducing customer contact points, the 'Samsung Kings Cross' showcase is evaluated as having turned the crisis into an opportunity. It operates programs that contribute to the local community, truly becoming a space that grows together with the region.

The most notable example is the Central Saint Martins design school graduation exhibition. Central Saint Martins campus of the University of the Arts London, the UK's top art university, is located in the Kings Cross area, just like the 'Samsung Kings Cross' showcase. Samsung Electronics created an online content hub to showcase students' graduation works. Additionally, they presented yoga videos using wearable devices and themed exhibits from the British Museum collection, enabling people to experience various activities online. The number of introduced contents reaches over 50.

There is also an increasing use of the showcase as an internet live broadcast or video production studio. It is transforming from a simple product experience space into a diverse cultural activity space. Non-face-to-face services are also provided for customers who cannot visit in person due to COVID-19. Customers can experience products through video consultations with on-site staff and receive simple services remotely.

Experience 'Galaxy Graffiti'

The fusion of technology and culture has established it as a 'hot place' for the MZ generation. The Kings Cross area in North London is emerging as a gathering place for young artists and designers through large-scale urban regeneration projects. This is evidenced by the fact that over 60% of visitors to the 'Samsung Kings Cross' showcase over the past year were from the MZ generation.

The design concept here is the 'London Loft.' The London Loft refers to artists or designers working in relatively low-rent empty factories or warehouses. It was a decision to combine the local symbolism of urban regeneration with London's unique culture in Samsung Electronics' experience space.

The floor features an X-shaped pattern symbolizing the 'Samsung Kings Cross' showcase, expressing the meeting of Samsung Electronics' innovative technology and London culture. This space has been widely recognized externally by winning the main prize in the retail design and retail identity categories at the globally prestigious Red Dot Design Award, and it also received eco-friendly building certification suitable for urban regeneration.

Additionally, the experience program Galaxy Graffiti, which combines British unique culture and interests, has gained great popularity and won an award at The One Show, one of the world's top three advertising festivals.

A Samsung Electronics official said, "Now, on the first anniversary of the opening of the Samsung Kings Cross showcase, which helps people experience new products and lifestyles, this place is gaining attention not only as a local landmark but also for its future development."

This content was produced with the assistance of AI translation services.