At the core of Samsung's HQ is a cutting-edge retail concept focused on interactivity and engagement. We designed and integrated a range of modular zones that invite visitors to explore technology through real-life applications—from smart home simulations to creative digital workshops. The use of responsive lighting, motion-sensitive displays, and immersive media installations made each visit a personalised experience.

To create a space that felt both globally iconic and locally grounded, our team worked closely with regional artists and craftspeople, ensuring the environment reflected its cultural context. Custom installations and design accents incorporated Indigenous materials and techniques, establishing a genuine sense of place. At the same time, the spatial language and visual identity were designed to align with Samsung’s international brand guidelines—maintaining consistency across global markets while allowing the space to speak uniquely to its location. This dual focus helped Samsung communicate a vision that resonates with both local communities and global audiences.