At Westfield Mall of the Netherlands, Tchai delivered the largest Samsung Experience Store in the Benelux. In close collaboration with Cheil Benelux and partners KPW, AMG, and Waterman, we translated Samsung’s vision into a premium flagship environment where innovation, design, and execution come together. From concept development to production and installation, the store was realised end-to-end with speed, precision, and craftsmanship.
Samsung set out to open a new benchmark for experiential retail in the Benelux: a flagship store that fully embodies the brand’s innovation and quality. The challenge was to deliver a complex, high-end retail environment within a tight timeline, without compromising on detail, performance, or brand standards.
Working closely with Cheil Benelux and a network of specialised partners, Tchai aligned design, engineering, and production into one integrated process. By producing all interior components in-house, we maintained full control over quality, lead times, and execution, enabling a fast, efficient build and a seamless installation on-site.
The Samsung Experience Store at Westfield offers a clear, intuitive journey through Samsung’s ecosystem. Every zone is designed to invite exploration, interaction, and discovery. Smart engineering supports flexible product presentation, while premium materials and detailing reflect Samsung’s innovation-driven identity. The result is a flagship environment that feels open, refined, and future-ready.
• Largest Samsung Experience Store in the Benelux
• End-to-end delivery: design, production, installation
• All interior elements produced in-house by Tchai
• Fast build and seamless on-site installation
• A new benchmark for Samsung experiential retail
This project demonstrates the power of integrated delivery. By combining in-house production with close partner collaboration, Tchai helped Samsung launch a flagship store that sets a new standard for experiential retail, built to inspire, built to perform, and built for the future.
Credits: Cheil Benelux, KPW, AMG, Waterman.