Samsung wants to shine its flame on the Champs-Elysées. Taking advantage of the Paris Olympic and Paralympic Games, which will take place from July 26 to September 28, the South Korean manufacturer is opening a showcase experimental on the most beautiful avenue in the world, at 125, Champs-Elysées… a few meters from the Apple Store! 20 minutes attended its inauguration.
An ephemeral site
The name of the place is a bit complicated: Olympic meeting@Samsung/Champs Elysées. It is that of showcase experimental that Samsung inaugurated on the most beautiful avenue in the world this Monday, April 29. Open to the public from May 3 (at 5:30 p.m.) to October 31, the site (which occupies a former Orange store) wants to celebrate the Paris Olympic and Paralympic Games in its own way.
Blue carpet and VIP athletes
TM Roth, president of the world mobile division of Samsung and Jean Nouvel, who designed the architecture of the premises (they had already collaborated for the Leeum Samsung Museum Seoul), walked the blue carpet at the entrance to the store and cut the ribbon before welcoming the first visitors, including three athletes: the French surfer Johanne Defay, the break British Karam Singh and French para-swimmer Ugo Didier who will participate in the Olympic and Paralympic Games.
Behind the facade of showcase all dressed in reflections, the site with its almost clinical white walls and ceilings is an opportunity for the South Korean manufacturer to show its know-how, and to offer for sale its latest techno toys, including the Galaxy S24, its smartphones full of artificial intelligence. Tourists present in Paris during the Olympics will also be able to have their smartphones repaired there.
Partner since 1988
Moreover, the manufacturer offers in its Olympic meeting@Samsung/Champs Elysées a retrospective of its mobiles through the Olympics of which it has been a partner since the Seoul Games in 1988. The opportunity to unearth old mobile terminals in its windows and, for the public, to see to what extent technology has progressed over the years. over the years. The highlight of the visit, the Galaxy Ring, Samsung’s future connected ring which should be marketed at the end of the year, makes its appearance… under bell.
Various activities are finally offered to visitors who will be able to film themselves with a Galaxy Z Flip 5, the latest foldable smartphone from Samsung, engaging in an exercise of break dance.
Between Saint Laurent and Dior
The idea here is obviously not to create an Apple Store “like” (that of the apple brand is located on the sidewalk opposite, at number 114!), but to make the South Korean brand shine on the most beautiful avenue in the world.
Located between Saint Laurent and Dior, Samsung is capitalizing on its luxurious address to establish its notoriety, undoubtedly at the cost of a considerable investment. Well thought out marketing despite everything which, if things go as Samsung hopes, could allow it to extend the experience at the end of the competition.