Samsung has opened a new Samsung Experience Store in Toronto, the largest to date in Canada. Designed by Quadrangle, the space presents a new kind of retail, blending a node where shoppers can purchase a Samsung product, find a touch point for the Samsung brand, experience its latest products, receive personalised advice and instruction, and partake in a full calendar of social events including electronic design workshops and on-site cooking demonstrations.
All photography: Bob Gundu
On the northern corner of the CF Toronto Eaton Centre, facing directly towards Yonge-Dundas Square, the curvaceous two-storey glass pavilion adds transparency and verve to this stretch of Yonge Street, its entrance gesturing towards Dundas Square. A metal ribbon flows over the exterior and through the entrance canopy, guiding visitors to explore the 1,950 sq m. The interior is cool and inviting, and is designed to be distinct from other technology retailers.
The ground floor features interactive virtual reality zones with avocado shaped counters and service desks displaying the full range of Galaxy phones, tablets and accessories. Softly lit swirls sweep across walls and ceilings, encircling a grand curvilinear staircase that ushers guests to the second level.
Each area on the upper floor – the TV experience zone, the chef demonstration kitchen, the household appliance zone and the service centre – have an area for demonstration and conversation so that the staff can answer questions and explain product features while lounging on furnishings in warm tonal greys with Samsung blue accents. The space easily converts into an event venue where Samsung can play host to specialised and targeted information sessions – such as interactive design workshops – all open to the public. There’s only one model of most products on the floor. Guests can take away smaller purchases, and larger ones will be delivered to their preferred address.
'Throughout, everything flows harmoniously through the two-storey interior; the one word we came to use to anchor the vision was infinity. We kept the scale of everything large, and backgrounds soft and monochromatic to highlight Samsung’s glowing new technologies,' says George Foussias, design director, Quadrangle. 'Samsung’s Galaxy brand is based on the premise that every product "talks" to everything else, and this inspired us to create an environment that promotes people to connect around shared experiences while discovering how Samsung’s technologies can positively enhance their lives.'