Samsung Redefines The Future Of Retail With New Experience Space In London

August 2, 2019
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Samsung KX offers the latest emerging tech innovations within a cultural event space in London’s Coal Drops Yard


LONDON, England – 2nd August 2019 – Samsung Electronics Co., Ltd has opened the doors to Samsung KX – a brand new experience space located in London’s Coal Drops Yard. Samsung KX is the latest venture by the brand as it adapts to the demands of modern consumers and redefines the traditional retail concept in favour of a more multi-sensory, community-based destination.


Designed to give guests the ultimate immersive brand experience, Samsung KX is a space where people are invited to discover, interact with and learn new skills in a dynamic, innovative environment. With the world’s first vertical 10metre-wide curved Samsung screen, a unique entertainment stage and a kitchen powered by the brand’s latest connected offerings, Samsung KX offers a unique space for everything. From local talent shows and mixology sessions to yoga classes and supper clubs, it also features a dedicated gaming space ready to host tournaments, streaming events and more.


Samsung KX is an exciting new addition to the King’s Cross area, creating jobs for 88 Londoners boasting a range of skills, providing a welcome boost to employment in the local area. With the retail sector facing immense headwinds, the traditional store concept is increasingly being re-examined to stay relevant to consumers. Couple that with the exponential rise in e-commerce, the rise of ‘smart shopping’, and a demand from consumers for more flexibility when shopping, it’s clear that brands are having to do more to close the offline/online gap. Samsung KX bridges this with a focus on brand experience, the space itself, and on showcasing the company’s latest technology innovations.


Designed to capture the imagination and spirit of the King’s Cross community, Samsung KX is proud to be working with local groups that will benefit from the space. They range from charities such as Small Green Shoots and Urban Development, to community organisations and educational institutions such as Central Saint Martin’s, the National Youth Theatre and University College London.



Commenting on the launch, YH Lee, Global CMO, Samsung Electronics said: “We’re constantly evolving our business to better understand consumer behaviour and learn how to connect with people in an authentic way. History has taught us that stagnation in the retail sector has consequences, so, we have designed Samsung KX to give consumers what they want – a dynamic, flexible location where exploration is endless. Samsung KX is a place where infinite possibilities are made real through local culture, face to face learning and innovation.”


Tanya Weller, Director of Samsung Showcase, KX said: Retail is not dead; it’s going through a period of incredible reinvention. Unlike traditional ‘stores’ where staff are trained to sell a specific product, the Samsung KX team members are customer experience ambassadors, who have had extensive training to bring our expansive portfolio of products to life in a meaningful way. We have a clear identity, focus and purpose for KX – perfectly embodied by our staff, who are encouraged to focus more on showing their personalities, rather than selling products – and we’re doing this because we’re confident that we’ve cracked what makes retail great.”


To learn more about the diverse range of events and experiences on offer, visit Samsung KX at London’s Coal Drops Yard, or online at

Press Resources > Press Release


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