Samsung takes over Harrods with innovation experience

Samsung has partnered with agency Cheil UK to launch a three-week takeover of London's Harrods department store.

Samsung takes over Harrods' iconic windows
Samsung takes over Harrods' iconic windows

The 'Experience Innovation at Harrods' activity officially launched today (8 April). It features an exhibition in the second floor gallery space, which demonstrates how technology has changed over the last 25 years, a brand takeover of the digital space incorporated within the Egyptian Escalator network and a brand occupation of the majority of the retailer’s window displays.

Until 24 April, Samsung will take over two sides of the storefront, including three adjoining windows facing Brompton Road. These will be turned into a second exhibition space directly accessible from the street. 

It is the first time an electronics brand has taken over the whole store, with the Experience Innovation at Harrods campaign. The initiative is designed to showcase and generate awareness for a range of the South Korean company’s products. 

Cheil collaborated with MDLab to develop and deliver the brand experience, delivering creative concepts, window programmes and display design.  

Ines van Gennip, marketing director, IT & mobile division at Samsung UK & Ireland, said: "Samsung knows that experience is the new form of luxury, and working with Harrods for this brand takeover was a fantastic way to capture the minds of shoppers. Cheil UK has delivered a campaign that brings the luxury and innovation of our technology to life in a way that speaks to the Harrods customer."

Annalise Fard, director of home and technology at Harrods, added: "We are delighted to be working with Samsung for the April ‘Experience Innovation’ takeover. Our partnership will give our customers the opportunity to experience, first-hand the world of Samsung and some of the brand’s market-leading technologies."

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