With just a few weeks left before Samsung lifts the veil off its next-gen mobile products at Unpacked in South Korea, the company is preparing to open a new experimental flagship store in the Gangnam District. Samsung describes the store as “a play spot for the MZ generation” and plans to open its doors on June 29 at 5 PM.
The “Samsung Gangnam” concept store, as the company named it, is located near Gangnam Station Intersection. It has six floors, including a basement level, and each floor will allow visitors to experience everything Samsung.
The company has launched a reservation website for Samsung Gangnam, where visitors can obtain a virtual ticket. According to the tech giant, “Samsung Gangnam is a mecca of new and enjoyable experiences for MZ customers and will be a playground where they can freely find it [experiences] at any time. It will be a special space to create a unique bond with people.”
This appears to be the second large store Samsung launched in Korea's Gangnam District this year. The company made a similar move in May.
Preparing for Unpacked and countering Apple
It makes sense for Samsung to prepare new “playgrounds” for its products for multiple reasons. First, Samsung's next Unpacked event should take place in the luxurious Gangnam District on July 27. The company will unveil two new foldable phones, two new smartwatches, and a new flagship tablet series.
There's also a remote chance that Samsung will reveal more details about its upcoming extended reality headset, which will compete with Apple's Vision Pro. Speaking of Apple, another big reason why Samsung seems more focused on Gangnam than before may have to do with pride.
Apple launched its fifth store in the Gangnam District earlier this year and wants to open another before the end of the year. It's only natural for Samsung to want to defend its position and counter Apple's moves. Earlier this month, when Samsung DX President Lee Young-hee spilled the beans on South Korea being the next location for Unpacked, she said the company picked Seoul “because Korea is meaningful and important.”
