In pictures: Samsung's studio installation pops up at Westfield London

Samsung has constructed a Galaxy Studio installation at The Atrium within Westfield London, in a bid to showcase its latest products.


Before they enter the space, shoppers receive a mission card, which they take into the nearby ‘cube’ zone to collect a series of different stamps.

The aforementioned area features technology such as the Samsung S7 and S7 edge, Gear 360, Gear VR, Gear S2 and TabPro S.

Once they have collected the required number of stamps, participants are granted access to another zone - the VR Theatre - where they will can take part in activities such as skiing, or even ride a rollercoaster.

Those who complete the mission card will also be automatically entered into a daily prize draw. A Gear VR headset will be given away every Monday through Friday during the studio's residency, and an S7 will be up for grabs on weekends.

The brand has revealed that the installation, which was created by agency Cheil UK, has attracted over 125,000 visitors since it opened on 11 March. It will remain in situ at Westfield London until 10 April.

Conor Pierce, vice president of IT & Mobile, Samsung UK and Ireland said: "There has been phenomenal interest and demand for the Galaxy S7 and S7 edge since we launched both devices and we are delighted to be at Westfield London, introducing our latest technologies to customers and showcasing the power of immersive experiences."

Myf Ryan, CMO, Westfield UK & Europe added: "Technology is at the forefront of today’s retail experience and as it evolves, so too does the environment we shop in and the experience the customer seeks. A recent report launched by Westfield, How We Shop Now: What’s Next, predicts that 51% of Londoners would like to use new technologies, such as virtual reality headsets, with 39% wanting enhanced assistance to transport them to a virtual setting to better understand a product. 

"Samsung’s Galaxy Studio space takes the virtual reality trip to the next level, and the sheer volume of Westfield shoppers who have already taken part shows the appetite for this type of immersive experience in showcasing a new product. We are delighted to be able to host this thrilling experience at Westfield London and have no doubt they will involve hundreds of thousands of visitors throughout the run of the event."

Earlier this month Samsung devised a series of treasure hunts, where those who tracked down a brand ambassador in a UK city could win a Galaxy S7. It also recently announced its plans to continue its School of Rugby campaign, which was launched around last year's Rugby World Cup

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