Luxury is driven by desirability, emphasizing cultural credibility, high-end products, and experiences. A company must have all of these components when entering the luxury market. As Samsung currently lacks these components, the project will launch a new luxury experience by focusing on its brand associations and identity. This experience will be centered around the company’s Bespoke line of appliances and act as a way to establish and promote them as a luxury good. The main objective of this research is to find a strategy to expand Samsung into the luxury market.

Throughout this project, the main objective was to find a strategy to heighten Samsung within a select market. Due to the market growth, consumer interest, and quality of the current products, smart appliances were selected. After considering the current situation surrounding smart appliances with further primary research there was a noted lack of branded experiences and consumer interaction. The project proposes a fix to this with a branded experience for Samsung Bespoke appliances. To address the findings of both secondary and primary research, the showroom is in a key market for smart appliance growth and for the potential for Samsung to grow in New York. By selecting Samsung 837, a current experience store for consumer goods, this shows Samsungs interest in providing the consumers with more than just a product. This will also open up the space to current Samsung smart device users. The space is multisensory, with varying temperatures, lighting, and interactive product demos in each space. For consumers who want to meet with an informed consultant, there are private rooms that can be booked two weeks in advance for a formal meeting and planning. There is no requirement to have an appointment, however. Guests may enter the space freely and chat with employees staged throughout the showrooms who can help them demo products, make a purchase, or further discuss the product offerings.

Samsung Bespoke showrooms mark a new start for Samsung’s high-end appliances with cutting-edge technology. The showrooms will introduce consumers to a Bespoke lifestyle and demonstrate the convenience of the seamlessly intertwined AI features of Bespoke products. There will no longer be a struggle to justify the pricing of bespoke products with this immersive experience and further information, demos, and branding offered in the showrooms and on the brand site.