Pioneers Playground
Samsung
2017 Flagship /Retail /KX London
Cheil Germany
summary
Flagship brand EX
In 2017 Samsung requested a proposal for a Flagship Retail exp. that will occupy the newly refurbished Coal Drop Yard in Kings Cross, London. The mission is to create an alternative to the product based retail spaces through a program tailored to the values and aspirations of the young generation.
core idea
Pioneers Playground
Departing from conventional retail models, the space is conceived as an immersive brand environment rather than a point of sale. True to its name, it embodies the creative, playful spirit of a younger generation, offering a setting that actively invites innovation, experimentation, and hands-on exploration.
The spatial concept positions experience at its core, transforming the environment into a platform for content creation and meaningful interaction. By shifting the focus away from static product attributes, the design prioritizes engagement, storytelling, and authenticity—allowing the brand to be discovered, experienced, and shared rather than simply purchased.
key moves
London Pulse
A large-scale LED installation is positioned at the intersection of the two roof planes, marking the so-called “kissing point” and acting as a visual beacon for visitors moving between the two historic wings of Coal Drops Yard. The animated, fluid OLED mesh bridges the two sides of the store, displaying dynamic, color-driven graphics that respond to events and cultural activity in London and the wider King’s Cross area.
The flowing form is supported by a series of suspended pipes, reinforcing the continuity of the gesture while referencing the rhythm and structural language of the building’s original arcade. This integration allows the installation to feel both contemporary and intrinsically tied to the heritage of the space.
Warm Welcome
Upon entering, a brand ambassador will greet you with the latest phone which will guide you throughout the store. At each zone, brand ambassador experts facilitate and enable a human connection to your passion points.An AR app will help you find extra information about products, while Bixby will guide and help you navigate through the store, call a Brand Ambassador, order a coffee or book a service appointment, all you have to do is ask Bixby.
Makers Lab
The Makers Lab will feel like a professional Youtuber’s workspace. Where you can learn about composing music, taking pictures and making 360 films with Samsung devices.
Maker Brand Ambassadors are Youtubers, bloggers and people who are passionate about creating and sharing.
Regular workshops will bring the space to life as you are supported in realising your creative dreams.
Fashion & Art
Partnering with Central St. Martins lecturers to create a bi-annual “challenge brief” focusing on interactive fashion for the students to submit work. The winning student will work with Samsung to create a demo of their design. They get to do what they can’t and this space will display their creation, inviting visitors to interact with their design.
Event Stage
Share your passion.The Cafe area can convert into a stage for the community to share theirpassions, the best content created in the Makers Lab will be displayed on the big screen. A place for anyone to share, preform, teach and learn with others. The stage is able to become a large space to host mega events like product launches, B2B events and concerts that can be streamed live
The Gallery
Feel at home as you play back the films, music or photos you have created in the makers lab. You’ll also be able to relax and watch the latest Netflix show on a QLED TV, play your favourite tracks from Spotify on 360 speakers or try out the most immersive VR games.
my role
Lead space design and planning for the architectural design under the guidance of the CD as well as other shareholders of the project. This was a pitch that continued with 2 to 3 other phases until the final implementation of it in 2019.