Samsung to open new ‘Playground’ concept store for Gen Z

Samsung on Wednesday said it is opening a new concept flagship store that will provide a more customized and personalized experience for customers.

Opening on Thursday, Samsung Gangnam is a six-story, 2,000-meter-square store designed to be eye-catching, located right in the heart of Seoul’s Gangnam business district, which was inspired by Korean artist Psy’s pop song Gangnam Style. Made globally popular by

The South Korean tech giant said the store was designed to attract younger customers, so-called Millennials and Gen Zers, by offering a new store experience.

The first floor is effectively an Instagrammable photo zone with giant bear sculptures called HUG Bears made from renewable plastic and signage allowing visitors to scan their QR codes to get information about the store .

On the third floor and fourth floor, Samsung plans to hold lectures and classes on everything from the story of its own product development to other trendy topics like self-development and gaming.

The company said, 30 classes are planned in July alone, while it will also host various co-promotional events with its partners. The third floor will also feature a well-known local coffee franchise and a studio where customers can design their own Galaxy accessories to use.

Throughout the store, Samsung will display a variety of its products, from smartphones and TVs to home appliances, that visitors can try out.

Meanwhile, the South Korean tech giant is planning to host an Unpacked event in Seoul next month where it is expected to introduce new foldable smartphones.