Dive Brief:

• Samsung Electronics is opening its sixth and largest Samsung Experience Store in Canada this summer at the CF Toronto Eaton Centre, according to a press release. The 21,000-square-foot, two-level location will be a showcase for the Samsung Galaxy Life connected ecosystem. 
• Visitors will be able to explore Samsung offerings running the gamut from culinary to entertainment. It will boast a fully operational Samsung demo kitchen, spaces dedicated to Samsung Gear VR and Gear360, a luxury TV zone, and technical support from Galaxy Consultants and Samsung Smart Service. Samsung device customers will be able to make one-on-one appointments with Galaxy Consultants at the store.  
• Samsung initiated the Samsung Experience Store concept five years ago in Canada, where a study by Leger placed it among the nation’s top 10 reputable brands. Beyond Canada, Samsung Experience Store locations have popped up in several countries, including the U.K., Malaysia, Netherlands, Australia and Singapore. 

Dive Insight:

When Samsung made its retail debut in Australia, a headline in All Things D joked Samsung opened a new Apple store. Samsung is undoubtedly following in the footsteps of Apple — and Sony, too — by rolling out retail locations. Samsung stores may look a bit different, but they focus on the interactivity, open floor plans and Genius Bar-style customer service that have become hallmarks of Apple stores. Racking up $5,000 sales per square foot annually, more than any other retailer, it’s no wonder Apple stores have inspired imitators.

Samsung’s Canadian retail expansion comes as the electronics giant is on the mend from the Galaxy Note 7 fiasco. The Android phablet was taken off the market after incidences of it catching on fire and the company is now looking to resuscitate its mobile fortunes with Galaxy S8. Launching April 21 in the U.S., Techradar detailed how the phone will feature a rear-mounted fingerprint sensor, the new Bixby smart assistant, a refined user interface and large infinity display on the front. 

The Samsung Experience Store locations provide branded venues to unveil products such as the Galaxy S8 in feel-good immersive environments. Samsung has been increasing its investment in the dazzling retail concepts. Last year, the brand opened the Samsung 837 store in New York’s Meatpacking District that it said serves as a home for a marketing center, executive briefing center and a customer care center. Samsung envisioned Samsung 837 as a hub for cultural discourse and partnered with the Whitney Museum of American Art to bring in artists. Samsung also has had a retail presence in the U.S. since 2013 inside Best Buy locations with Samsung Experience mini-shops.