Across 2 weeks in September, visitors were invited to explore the Galaxy ecosystem through hands-on demonstrations, device customisation experiences and exclusive prize opportunities. Designed to build awareness of AI-driven features while encouraging trial and consideration, the pop-up established Samsung as a leader in everyday innovation, making cutting-edge technology accessible to everyone, not only early adopters.

An omnichannel approach amplified the physical presence through carefully planned media placement across digital large-format and smart screens, static banners, and travelator and lift decals, thereby ensuring Samsung’s message resonated throughout the entire centre journey. Placing advanced technology within shoppers’ familiar retail environment transformed casual browsing into genuine product discovery.

House of Galaxy drew engaged foot traffic, with visitors spending time exploring device features and participating in interactive activities. The tactile, pressure-free environment successfully bridged the gap between digital innovation and human connection, illustrating how well-designed experiential marketing in quality retail settings can strengthen product launches and drive authentic brand engagement during launch windows.