Samsung Electronics Opens 'Bespoke Home' Experience Space in Europe... Expanding Product Lineup Within the Year

[Asia Economy Reporter Kim Hyewon] Samsung Electronics has created 'BESPOKE HOME' experience spaces in France and the United Kingdom to target European consumers. Currently, BESPOKE refrigerators, ovens, and microwaves are being sold in France, with plans to expand the product lineup within the year.

From the 21st to the 25th (local time), Samsung Electronics exhibited BESPOKE HOME at the famous department store 'Galeries Lafayette' in Paris, France, showcasing a total of 13 BESPOKE home appliances including refrigerators, dishwashers, induction cooktops, washing machines, Air Dressers, Shoe Dressers, and cordless vacuum cleaners.

Among these, some products such as refrigerators, dishwashers, and induction cooktops will be permanently installed at the 'Culinary Atelier' cooking studio on the 3rd floor of the Galeries Lafayette flagship store, which Samsung Electronics opened last year in collaboration with the French National Culinary School Ferrandi.

Since the 31st of last month, Samsung Electronics has also set up a showroom where visitors can directly experience BESPOKE HOME at the Samsung Kings Cross brand showcase located in central London, UK, operating it continuously until the end of the year. This showroom is designed to evoke three types of living spaces: kitchen, lounge, and studio.

Samsung Electronics plans to expand such BESPOKE HOME experience spaces to the United States and other countries to increase touchpoints with overseas consumers.

Lee Kang-hyup, Vice President of Samsung Electronics' Home Appliance Business Division, said, "BESPOKE HOME is expected to be well received by European consumers who value design and efficient use of space," adding, "We will continue the success we have achieved in the domestic market overseas."