Samsung woos MZers with flashy Gangnam store

Samsung Electronics has opened Samsung Gangnam, a colorful, fun and interactive experience zone intended to attract younger consumers in the posh district just a 10-minute walk from the Apple Store.

Samsung Gangnam, a flagship store targeted at younger generations, opens on Thursday. [SAMSUNG ELECTRONICS]

Samsung Electronics has opened Samsung Gangnam, a colorful, fun and interactive experience zone intended to attract younger consumers in the posh district just a 10-minute walk from the Apple's store.

Samsung Electronics’ new flagship store, which is conceptualized as a playground for the MZ generation, opened Thursday in the bustling neighborhood of Gangnam.

It took five years to locate and design the store, according to Samsung Electronics.

Unlike Apple’s retail store, which exudes a sleek ambiance with neat white-and-timber interiors, Samsung Gangnam offers something different.

The six-story building has 2,000 square meters (21,527 square feet) of floor space with a more vibrant and lively mood with frequent use of bright pastel colors and exhibitions of various art and media works.

The average age of employees working there is 29.8 years old and can speak a total of four languages.

The entrance of the building has a large-scale bear sculpture, dubbed the Hug Bear and designed by pop artist Im Ji-bin, which greets visitors on the first floor next to stained-glass-decorated photo zones and benches.

The second floor is where most of Samsung’s mobile devices, from smartphones, tablets and wearables are on display.

Samsung Gangnam houses various experience zones such as the Health Care zone, pictured, where users can asses their health state using Samsung Electronics' Galaxy Watch. [SAMSUNG ELECTRONICS]

The third and fourth floors are the essence of this flagship store, housing an auditorium, experience zone and a cafe.

Samsung employees will hold classes at the auditorium on various topics, ranging from recruitment to self-development.

Korea's renowned coffee brand Center Coffee also offers its range of special menu items, including Einspanner (whipped cream on top of espresso), on the third floor.

A visitor plays a computer game at the Game Zone on the fourth floor of Samsung Gangnam. [SAMSUNG ELECTRONICS]

A booth at a corner is dedicated to furnishing consumers’ homes with Samsung's Bespoke home appliances, using virtual reality technology.

The fourth floor houses a 600-inch 8K large-scale screen where visitors can enjoy various media arts.

The basement floor is dedicated to after-sales service.

Samsung Gangnam is targeted at the younger generation as the Korean electronics company continues to lose ground among teens and those in their 20s.

According to a recent survey by Korea Gallup, 52 percent of the respondents aged between 18 and 29 owned Apple’s iPhone.

“Gangnam has always been a place brimming with young people,” said Jung Ho-jin, executive vice president, heading Samsung Electronics’ mobile experience team at a press conference held Wednesday at the store.

"Samsung Gangnam will serve as a resting place where people can meet and relax."

Apple opened its fifth retail store in Korea in March. The Gangnam branch is just 600 meters (1,968 feet) away from Samsung Gangnam [NEWS1]

BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]