Located on the lower ground floor of Selfridges on London’s Oxford Street, the space was conceptualised by brand innovation studio Dalziel & Pow in the brand’s latest collaboration with the studio. The vision for the new space is a desire to fuse fashion and sustainability into a premium retail environment that better reflects customer’s evolving lifestyle ambitions. By creating a space ‘where innovation meets individuality,’ Samsung wanted to offer customers a shopping experience that is creative, original and provocative.