Samsung Greece came to STIRIXIS for the creation of a fresh concept at the Dixons South East Europe Kotsovolos Megastore, the leading electronics retail chain in Greece. With Samsung’s vision to inspire the world and create the future, the brief was for a shop-in-shop concept that put Samsung’s products at the centre of a fully simulated home of the future, communicating the brand’s innovative identity through every detail of the space. Following the success of that project, Samsung Electronics Hellas, the Greek subsidiary of the world’s technology leader, needed a European B2B display showroom within their headquarters in Marousi, Athens. The 90m² space had to accommodate multiple distinct product categories, smart household appliances and advanced tech products, while generating engagement in an environment that felt simultaneously impressive and relaxed. The design had to communicate Samsung’s innovative identity and brand philosophy while creating a home-like atmosphere that allowed products to be experienced in their natural context. Following the success of that collaboration and a series of internationally awarded projects, Samsung Greece selected STIRIXIS to revamp their nationwide network of Service Centers as part of a broader rebranding strategy, raising every location to a new standard of customer experience.

At the Samsung Hub, STIRIXIS designed a shop-in-shop concept divided into zones, from the Mobile Zone and Living Room to the Kitchen Zone, Kids Corner, Gaming Station, and Fitness Area, each offering visitors a hands-on encounter with Samsung’s latest technology. The theme of curvature, drawn from Samsung’s curved QLED technology, was carried through the tailor-made furniture and the floor itself, guiding visitors along a free, circular flow through a futuristic environment. That same holistic strategic approach was applied to the headquarters showroom, designed across five distinct zones: reception, living, mobile, showroom, and web surf. Smart household appliances and tech products each occupy dedicated areas, arranged to convey the end-user need they fulfil. Architecture, design, and lighting work together to create a relaxed, home-like atmosphere where Samsung’s products are the protagonists at every touchpoint. When the collaboration extended to the Service Centers, the same discipline applied at a different scale. STIRIXIS adapted Samsung’s global brand guidelines to a network of existing spaces, designing a minimal, neutral environment that reinforces trust and consistency. A welcoming seating area anchors each location, giving customers a place to wait with ease, while tailor-made display furniture addresses repair intake, accessories display, storage, and all operational requirements. What had been functional repair points became premium retail environments.

The Samsung Hub was met with an immediate and warm response from visitors, with the investment delivering positive results from launch, and went on to win the 5-Star Best Retail Interior Design Award at the International Property Awards 2019-2020 and Best Interior Design 2020 for Southeast Europe. That same standard carried through to the headquarters showroom, which became a space where Samsung promotes its dynamic brand identity across Home, Mobile, Retail, and Hospitality, with every aspect planned to ensure a distinctive visitor journey and strong engagement. From there, the same thinking was taken to scale: six Service Centers across Greece were transformed and delivered, each one consistent with Samsung’s new identity, with measurable improvements in performance and customer satisfaction. The rollout continues.