In pictures: the new Samsung Experience Store

George Street flagship store to challenge Apple

  • Samsung has taken the wraps off its premier Sydney 'experience store', only a block from the glass-fronted Apple store on George Street. The Samsung Experience Store occupies the space left empty by [[xref:,151.206937&spn=0.016783,0.033023&hq=fcuk&hnear=Sydney+New+South+Wales&t=m&layer=c&cbll=-33.870458,151.206942&panoid=PiiZg3S6-wm_8gDGOUdKww&cbp=12,52.18,,0,5.3&z=16|the old fcuk store]] at 450 George Street — part of the current Westfield shopping centre, and is situated next to the main entrance to the Myer department store.

  • The store is the technology company's first in Australia — it is playing catch-up with Apple, which is on track to open its 15th store in Carindale this weekend. The store has been under wraps since Samsung purchased the space in mid-June, with construction and internal fit-out continuing until yesterday. These window coverings have since been removed.

  • Media were [[artnid:433755|offered a preview]] of the store, which will open to the public from Thursday 23 August. Samsung also operates a store in Vancouver, Canada, which is its first in North America.

  • Inside the store, smartphones, tablets and other Samsung products are displayed on tables — separated by device type, telco carrier, or arranged in common usage scenarios.

  • A larger-than-life cake was the centrepiece of the store's opening, shaped like a [[artnid:426541|Samsung Galaxy S III smartphone]].

  • Smartphones arranged on this table are all sold connected to plans on the Telstra mobile network. Tables further back are for Optus and Vodafone networks.

  • A wall of smartphone and tablet accessories can be found at the back of the store.

  • Samsung sells its products both on plans and outright from the new Experience Store.

  • The Samsung Galaxy Beam is one of the stars of the new Experience Store - it's a smartphone with a LED projector built into the body, letting users share photos and videos with friends around them by projecting onto a wall or flat surface.

  • The new Samsung Galaxy Note 10.1 is also on display at the Experience Store - it's available from today in-store, but will be stocked in JB Hi-Fi and Harvey Norman in the coming days.

  • Although they won't be sold from the store, Samsung's Smart TVs are also on display -- here, they're used to demonstrate sharing video, audio and photos wirelessly from Samsung notebooks and smartphones.

  • The televisions also display a showreel of information about Samsung's TV, notebook, tablet, smartphone and wireless home audio systems.

  • The inter-connectivity between Samsung's products is a huge part of the store's appeal. Here, notebooks and smartphones join Samsung's wireless-enabled digital camera range -- the smartphone can be used as a remote screen to see what the camera is pointing at.

  • Another look at the Samsung Gateau-laxy S III cakephone.

  • Samsung's WB150F wireless 'social' digital camera can share directly to Facebook and other social networks when it's connected to a wireless network.

  • At the rear of the store, Samsung 'experts' can help any customers with their products.

  • A small counter at the rear of the store is where customers will make their purchases - Visa and Mastercard are accepted, as are both company's contactless payment systems.

  • The business end: this is where Samsung store staff will be serving customers and making transactions.

  • A Samsung Galaxy Note phablet on the Vodafone network.

  • A Samsung Galaxy Note phablet on the Telstra network.

  • There's a strong brand connection with Sennheiser, whose headsets are connected to several Samsung tablets and phones displaying apps.

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