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Samsung debuts digital in-store display CenterStage showcasing entire product portfolio in limited retail spaces

CenterStage has been designed with to capitalise on familiarity with smartphones

Samsung Electronics has unveiled a new digital in-store display, CenterStage, in a bid to showcase its appliance portfolio to customers in true-to-life size.

Conceptualised and planned by Samsung Electronics and Cheil Worldwide with development by The Barbarian Group, CentreStage’s interactive 4K UHD display enables Samsung to display entire product suites with little investment in showroom square footage.

“By blending the physical with the digital, we are transforming the way consumers experience our products and making it much easier for them to shop for appliances,” explained Samsung Electronics vice president Yoon C. Lee.

“With retail floors getting more and more cluttered, CenterStage offers virtual access to every Samsung home appliance on the market with an immersive UHD display, engaging graphics, and clear explanations of product features and benefits. It’s a one-stop-shop for all appliance needs, and we believe it will appeal to consumers by enhancing and making their home appliance shopping experience easier than ever.”

Simon Hathaway, president and global head of RX (retail experience) at Cheil called CenterStage a “game-changing retail innovation” adding that it allows Samsung to “create go-to retail environments in the most convenient locations for their customers”.

CenterStage will launch at a pilot store today (Wednesday 20 August) and will be used to showcase appliances in both an accessible and intuitive way with in-depth product details and an explanation of features.

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