“I am definitely ‘Style’,” laughs Lina Ibrahim, pausing in front of a Mirror City installation at the Samsung Store, Dubai Mall.  She then points to the Armani Wall and says that she loves technology only if it dresses properly. She adds, “I want a phone that reflects my lifestyle, which is full of fashion and design, design that performs.”

Gadget shopping has now taken on a distinctly experiential flavor at the Samsung Store, an oasis of design and calm at the bustling Dubai Mall, the largest in the world by area. It seems that customers like Lina visit the Store as much for its design and ambience as its products.

Set amongst a number of outlets selling a variety of electronics goods, the Samsung Store stands apart with a harmonic window display: pictures that combine Asian and European designs into electronic collages on state-of-the-art LED televisions. This slow, rhythmic modern electronic artwork almost lays down the expectations for visitors to the Store, where design and technology goes hand-in-hand. 

Inside, the Store is minimalistic, designed to inspire a feeling of serenity with warm colours to match its Experience Areas dedicated to its product groups. The idea is to allow customers direct access to the complete range of Samsung products without interruption or distraction. Even the sales staffs are unobtrusive and only step in when they are absolutely needed. 

The Mirror Cities installations are designed to do exactly as their name indicates – mirror the needs of those looking into them. People are addressed directly: Are you an Essentialist? Then you will like the board that sets the scene with a park, a tree, a garden, a flower and the bench. Or are you more the sort of person who wants to be connected in every moment of life? There is something for everyone. 

Also included in the store is a business-to-business section devoted to Samsung Products for corporate customers. With something for everyone it’s easy to see why the store is popular. 

Ahmed Shawki says he stepped in to find a printer and discovered a whole new world of wirelessly connected devices. “I was amazed to see those different devices interact so easily with each other using that little box,” he says pointing at Samsung’s All Share wireless adapter. “It allows me to take a picture with my camera or mobile phone and send it to a printer or laptop or even my television. Yes! It’s that simple! I would buy one right now but I’m not sure what my wife would say about that!”

Kyungtae Bae, president of Samsung Electronics Middle East & North Africa Headquarters, says that the Store, in many ways, personifies the Samsung brand. He comments, “At Samsung we believe that, in addition to providing the highest level of functionality, our products need to look good enough to fit into our customers’ varied lifestyles.”

“We always wanted the Samsung Store to reflect our product design ethos. It is meant to complement our products and not to overwhelm the shopper and I believe this has been achieved,” Bae adds. “This is the truest experience of the Samsung brand and we are extremely proud of it.”

The Store’s manager, Fardin Tirandez, cannot hide his enthusiasm when talking about the store. He says, “This is the biggest Samsung brand store outside Korea. With 849 square meters of space we are also the biggest electronics store in Dubai Mall and the largest own-brand store in the country.”

He continues rattling off numbers, “We have 12 Experience Zones and over 250 Samsung products ranging from home appliances and mobiles phones to cameras and laptop computers. Since we opened in 2009, we’ve had an average of 8,000 visitors a month and our sales have grown by 150%.”

Meanwhile, from the Dual LCD camera, Lina has found her way to the digital cameras section and is printing out a self-portrait. “This is fantastic! I can take a perfect picture of myself with the screen facing me. That means no more crooked pictures of me,” she says excitedly, stopping to pick up her picture before she moves on to experiment with a 3D television. It is clear that shopping will never be the same again.

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