# Playground-Inspired Tech Retail Experiences Samsung Unveils "Tech Playground" at Selfridges London By Niko Pajkovic | Published 2021-11-08 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/tech-playground References: [insideretail.asia](https://insideretail.asia/2021/11/04/inside-samsungs-tech-playground-in-selfridges/) & [samsung](http://samsung.com)  Samsung has unveiled a newly built "[tech playground](https://www.trendhunter.com/trends/samsung-odyssey-gaming-booth)" at Selfridges London that encourages shoppers to explore the brand's expansive electronics collection. The highly-immersive retail experience is located on the ground floor of the popular London-based store. Created by branding studio Dalziel & Pow, the [interactive retail experience](https://www.trendhunter.com/trends/espacio-movistar) invites customers to try out a wide range of Samsung products, including the brand's TVs, smartphones, and tablets. As for the space's design, various sustainable materials were utilized alongside stylish detailing, giving the "playground" a distinctly contemporary aesthetic. “Having this great new space to show off our amazing technologies makes us confident customers will love the interaction and expertise we have on offer. So, whether it’s fridges or phones, we’ve got it covered," said Mark Seaman, Senior Director of New Business Development at [Samsung Electronics UK](https://www.trendhunter.com/trends/samsung-space). Image Credit: Samsung ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 91% | Activity: 89% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Interactive Retail Experiences:** Brands could create immersive and interactive retail experiences to allow customers to experiment with their products and foster a closer brand-consumer relationship. - **Sustainable Design in Retail:** There could be an opportunity to incorporate sustainable and eco-friendly design elements into the retail space to show a brand's environmental commitment and to appeal to consumers who care about sustainability. - **In-store Tech Showcases:** In-store tech showcases could enable customers to test out a wide range of brand products, an opportunity for brands to showcase their entire product line and to offer expert knowledge to customers. ### Who This Affects Most - **Retail:** Retailers could adopt immersive and interactive retail experiences to keep up with technological advancements and to foster closer relationships with customers. - **Consumer Electronics:** Consumer electronics brands could incorporate sustainable and eco-friendly design elements into their products, an opportunity to appeal to eco-conscious consumers and build a more environmentally responsible brand image. - **Technology:** Tech companies could partner with retailers to showcase their product lines and to offer expert knowledge to customers, providing valuable customer acquisition and retention opportunities. ## Related on Trend Hunter - [Branded Virtual Playgrounds](https://www.trendhunter.com/trends/samsung-space-tycoon.md) - [Interactive Store Hubs](https://www.trendhunter.com/trends/samsung-experience-store-at-scarborough.md) - [Data-Driven Digital Experiences](https://www.trendhunter.com/trends/data-driven-digital-experience.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Virtual Appliance Showrooms](https://www.trendhunter.com/trends/appliance-showroom.md) - [Immersive Trivia Experiences](https://www.trendhunter.com/trends/samsung-smartthings-connected.md) - [Flagship Metaverse Retail Stores](https://www.trendhunter.com/trends/decentraland.md) - [Sensory Audio Retail Pop-Ups](https://www.trendhunter.com/trends/bang-olufsen2.md) - [Immersive Gaming Activations](https://www.trendhunter.com/trends/samsung-odyssey-gaming-booth.md)