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As part of an ongoing relationship with Samsung UK we were approached with a brief to deliver a new Samsung shop-inshop experience for Selfridges’ London technology department. This new concept is a unique design tailored for the Selfridges environment and customer, and bringing a fashionability to the technology offer.

Importantly this space is a crossover between brand store, where education and experience are key, and best retail practice, where range and convergence feature heavily. The resulting space brings a commercial edge and complete customer journey.

Designed by Dalziel and Pow







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