Samsung

Open House Platform

concept & design, new york

Samsung Open House.jpg

INSIGHT

Ease the task of appliance shopping by augmenting physical, in-store, displays with a seamless virtual world. The goal is to offer shoppers a more active role in the decision making and sales process so that they are able to explore Samsung product lines in a depth far greater than ever before. The end result is a cutting-edge shopping experience that brings together and showcases many elements of Samsung's innovative brand.

idea

Open House is the portal to a unique appliance shopping experience where shoppers can experience appliances in a context that feels connected to their individual needs and tastes.

The concept is brought to life through a rotating room that allows a user to engage directly with the products within a series of live-action videos. These videos weave a customer-relevant narrative while demonstrating product features or offering expert answers and advice. By integrating Samsung's innovative voice assistant technology, customers can directly interact with and ask questions to the platform.

The room metaphor amplifies the Open House concept and the integration of Samsung's full range of innovative technologies highlights CenterStage as an interactive in-store platform.

impact

Home appliances are forecast to reach $590 billion within the next three years and consumers continue to expect more from their appliances. Samsung is proving that they understand this demand through platforms like Open House. By understanding how to establish stronger connections between its customers and products, Samsung has had proven success, growing its home appliance market share to 18% within just a few years - beating out long-standing competitors such as Whirlpool and GE.