2020 – Creative Direction, Retail / Industrial Design

Samsung was looking to update TV experience at their Flagship Toronto Eaton Centre store. Located on the second level, early attempts to create an inviting space instead felt cluttered, disorganized and confusing to customers unable to differentiate product models on the floor.

Our team created an open layout to encourage exploration of the space with four product experience vignettes anchoring the customer journey. A monolithic statement wall showcased Samsung large TVs drew customers in while low, museum-inspired podiums brought TVs on to the floor and lowered them to allow visitors to see throughout the space. An eclectic art wall brought flare to the showroom and showcased the iconic Frame TVs while a personal TV lounge inspired by a modern penthouse condo overlooked Yonge & Dundas square. The all podiums and furniture elements were designed with accompaniments to be repositioned allowing it to be used as an event space.