[Report] Samsung Opens Giant 'MZ Nori Playground' in Gangnam... Direct Showdown with Apple

Opened 'Samsung Gangnam' 500m Near Apple Gangnam
Providing Integrated Online and Offline Experience... Vivid Experience Offered

Samsung Electronics is opening a six-story mega store called ‘Samsung Gangnam’ in the heart of Gangnam-daero, targeting the MZ generation (those born from the early 1980s to the early 2000s). About 500 meters away, Apple opened its flagship store ‘Apple Gangnam’ last March. The world’s top one and two smartphone manufacturers have started a showdown in Seoul’s Gangnam district.

We visited the experiential flagship store ‘Samsung Gangnam,’ which Samsung Electronics will open on the 29th. Samsung Gangnam positions itself as a ‘playground for the MZ generation.’ It plans to go beyond existing stores focused on product experience and customer service to become a brand community space that communicates with customers and offers lifestyle experiences. This intention is reflected in the building’s interior design. Upon entering, the first thing you see is the ‘Hug Bear,’ a sculpture made from recycled plastic materials symbolizing a sustainable future. The interior is decorated with colors inspired by the Gangnam sky: ‘Arctic Ice Blue,’ representing Samsung’s technology as ‘Electric Blue,’ and ‘Glam Peach,’ symbolizing learning and communication, creating a bright and sophisticated atmosphere.

The experiential flagship store 'Samsung Gangnam' scheduled to open on June 29 [Photo by Samsung Electronics]

Samsung Gangnam offers an integrated online and offline experience. By scanning a QR code in the store and activating ‘In-store Mode,’ customers can access digital-based personalized services. It allows for more than just touching products; customers can have concrete experiences. For example, a stained glass photo zone is created within the circular staircase from the first to the second floor, where visitors can use the Galaxy’s night photography feature, ‘Nightography.’ On the second floor, the ‘Retail Docent’ booth provides video explanations of the latest smartphones and wearable devices. In the ‘Healthcare Zone,’ wearing a Galaxy Watch while cycling lets users check real-time heart rate and calories burned.

On the third floor, there is the ‘Bespoke Homemeta’ booth where visitors can virtually experience Samsung’s TVs and home appliances. Various appliances are arranged in a 3D virtual home similar to a real house, and visitors can vividly experience them using virtual reality (VR) devices. The famous coffee specialty shop ‘Center Coffee’ from Seongsu-dong is also located here; when customers take photos with a Galaxy smartphone provided in the store, the photos appear as milk foam art on the coffee.

A customer is experiencing the health features of the Galaxy Watch in the healthcare zone on the 2nd floor of 'Samsung Gangnam'
[Photo by Samsung Electronics]

On the fourth floor, the massive display ‘The Wall’ catches the eye. It shows media art in 8K ultra-high definition, offering a panoramic view of the Gangnam-daero skyscrapers. The fourth floor serves as a brand collaboration space, where companies like Nexon and Genshin Impact will present pop-up programs. In the ‘Game Experience Zone,’ a collaboration with Nexon’s ‘KartRider: Drift’ is underway, allowing visitors to experience gaming on a gaming monitor, Galaxy Tab, Galaxy Book, and Galaxy smartphone. Additionally, on the third and fourth floors, Samsung Electronics employees will share internal stories through ‘Sanae Jinmi,’ and various themed classes such as ‘Pixel Art Creator’ using Nexon’s MapleStory World content will be held.

This is Samsung’s first experiential flagship store in South Korea, prepared over nearly five years. This year, the focus is solely on the first store, but there are plans to continuously develop experiential stores. Store staff were selected not for their sales ability but for their youthful and enjoyable communication skills.

Large 'Hug Bear' made of recycled plastic material installed at the entrance of 'Samsung Gangnam'
[Photo by Samsung Electronics]

Samsung Electronics stated that it did not target a specific store as a competitor, but Samsung Gangnam is located about 500 meters from ‘Apple Gangnam,’ which opened last March. The two major smartphone manufacturers are facing off in the core commercial area of Gangnam Station in Seoul. According to Counterpoint Research data, as of the fourth quarter of last year, Samsung Electronics held a 63% share of the domestic smartphone market, ranking first, while Apple held 34%, ranking second. However, the popularity of the iPhone 14 series is increasing Apple’s market share. In response, Samsung created Samsung Gangnam to engage in a direct competition.

Jung Hojin, Vice President and Head of Samsung Electronics Korea MX Team, said, “We want to create a space where anyone can comfortably visit, experience things they cannot at other home appliance stores, and spend time with friends. We opened with confidence that consumers visiting Samsung Gangnam will experience and feel the evolution of Samsung’s mobile products.”

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