Futurize Korea

Samsung recently moved to their new office complex in southern Seoul and Samsung Electronics has opened a new exhibition space called Samsung d’light to showcase their product lineup.

Located at the bottom of the Samsung Electronics Building the showcase is a huge space spreading over 2,700 meter with huge video displays dominating most walls along with part of the floor on the first floor.

B1 Digital Lounge: Experience Samsung Electronics' vision of a new digital lifestyle

1F Mobile Plaza: The MOBILE PLAZA is a space where you can feel free to create any content you desire using Samsung Electronics' innovative devices.

2F Global Gallery: Get a glimpse of Samsung Electronics' growth engines for the future

As you would expect you’ll find a display of the latest Samsung mobile phones, computers, MP3 players, cameras and other devices on the bottom two floors. The Digital Lounge has the standard showcase of products in different living room/kitchen backdrops.

The Mobile Plaza on the first floor is identical with rows of Samsung products on display minus the home furniture. You can also use use the digital cameras and mobile phones to post photos and text messages onto the displays.

The top floor is supposed to be a view of the history and future for Samsung, but it’s not that interesting except for some video kiosks showing some new prototype multimedia credit card and car interface ideas from Samsung (Portable Native, One Card Solution and Car Mate).

The second floor exhibit had a number of displays and it was interesting to see how they had a variety of interfaces to access them. There were two huge media walls that each had several spots marked on the floor where you could stand on to start the presentation on a portion of the wall in front of you. The marking on the ground also lights up when you stand on it.

At the back of the exhibit, they also had two identical banks of video kiosks but using different interfaces that made it very unintuitive. The first bank of displays used a touch screen interface, but when I went to the second display and went to touch the screen nothing happened. Then a worker showed me that you just had to momentarily stand in front of the display to start a video presentation.

Samsung d'light is at Gangnam Station on Line 2 at Exit 4. You can either enter directly from the subway station or through the ground level entrance. You don't need to make a reservation and for the most part it's a self-guided experience. While the website is available in English and Korean, they had no English-language brochures available when I visited.