Brand Strategy, Creative Campaign, Design & Visual Identity, Social Strategy, Content Production
Though Samsung dominates internationally, here in Canada, iPhone owns the market. It was time to shake things up. The first step was to showcase the company’s impressive innovation story by opening a 21,000-square-foot, state-of-the-art experience store at Toronto Eaton Centre to showcase the complete line of Samsung products. A great start, but they still lacked a distinctive retail brand strategy to shape the experience and give people a real reason to visit.
Without curiosity, the world as we know it wouldn’t exist. This insight guided our development of a retail brand strategy that transformed the Samsung store from a transactional space into a site for exploration and community-building. Feed your curiosity gave the stores a purpose that would attract shoppers to an interactive environment designed for learning and entertainment - all powered by Samsung technology.
For store launch, the “Discover Our Seoul” campaign invited customers to get to know Samsung by giving them a taste of the company's global home. Seoul, Korea is a hotbed of culture and innovation that has inspired decades of breakthrough Samsung technologies. A visually-striking logo and design system brought this to life and drove such overwhelming interest in the store opening that customers waited up to an hour just to join the party.
- Patricia Heath, SVP Retail Excellence