AI Home Tailored to the London Lifestyle
Detailed Scenarios Showcasing AI Applications
A 'Playground' for Experiencing the Latest Premium Products
The King's Cross (KX) area, located in the heart of North London, became a key railway hub after King's Cross Station was built in the 1850s. The famous Platform 9 3/4, where Harry Potter pushes his cart in the movies, is set at King's Cross Station. As warehouses for goods and coal were established, the area became an industrial and distribution center, but it quickly declined.
However, since the 2000s, large-scale redevelopment has brought a wave of modern buildings, transforming the area into a hub for shopping, culture, and office spaces. At the center of this transformation stands Samsung Electronics' brand showcase.
Yoon Chulwoong, head of Samsung Electronics UK branch, is introducing Samsung's AI home vision at the Samsung Electronics KX Store located in the Kings Cross area of London, UK, on the 9th (local time). Photo by Jang Heejun
On September 9 (local time), the Samsung Electronics KX Store featured artificial intelligence (AI) home solutions unveiled at this year's IFA 2025, implemented according to different scenarios for the kitchen, living room, bedroom, and other spaces. Yoon Cheolwoong, head of Samsung Electronics UK, and Deborah Honig, Executive Director of Samsung Electronics UK, introduced the store, explaining how AI homes optimized for the London lifestyle are realized and what Samsung envisions for the future of home living.
The Samsung KX Store offers three AI home experience zones tailored to the lifestyles of Londoners. First, at the "Barbican Apartment," visitors could experience an AI home in a city-style multi-family residence, where a single button customizes operations for the user. When the "Good Morning Routine" was activated, the curtains by the window automatically opened, the lights turned on, and the smart TV in the living room provided the day's weather and more via voice through the daily board.
Deborah Honig, Executive Director of Samsung Electronics UK, is introducing Samsung's AI Home Vision at the Samsung Electronics KX Store located in the Kings Cross area of London, UK, on the 9th (local time). Photo by Heejoon Jang
At the "Hackney Apartment," the AI energy mode was showcased, reflecting European consumers' trend toward "energy saving." The system automatically tracked and reduced power consumption while optimizing heating and cooling. Washing machines and dryers performed tasks efficiently by distributing detergent and water optimally based on the level of laundry contamination and other factors.
Energy efficiency was not just about "saving effects." Visitors could use a tablet to check, in real time, the energy usage and efficiency status of each appliance throughout the home.
In the "Town House," designed as a family space, visitors could experience pet care functions using smart tags and other devices. The system monitored pets' activity levels and health status and suggested appropriate care solutions.
At the Samsung Electronics KX Store, visitors can experience AI homes tailored to different living spaces reflecting the London lifestyle. At the "Hackney Apartment," the AI energy mode showcases the European consumers' trend of "energy saving," automatically tracking and reducing power consumption while optimizing heating and cooling systems. Photo by Heejoon Jang
In addition, visitors could experience the cooking process using Samsung's AI kitchen appliances. Chefs prepared and served dishes in a kitchen equipped with Samsung appliances. By touching the screen on the refrigerator door, the AI technology automatically identified and displayed what ingredients were inside and what items had just been taken out.
Samsung Electronics is also running the Samsung X Liberty pop-up exhibition, created in partnership with Liberty, a leading British design house. Visitors can enjoy Liberty's works through Samsung's The Frame TV and Quantum Dot Light Emitting Diode (QLED) TV. A caf? and tables are set up in one corner of the store, creating a relaxed atmosphere where local journalists and visitors can experience new products and attend to their own work.
Yoon Cheolwoong stated, "Samsung KX has established itself as more than just a store; it is a lifestyle-oriented experience space. Here, you can directly experience the value of AI homes in zones inspired by the London lifestyle."
At the Samsung Electronics KX Store, visitors can experience AI homes tailored to different living spaces reflecting London lifestyle. Chefs are preparing dishes using Samsung's AI appliances in the in-store kitchen. Photo by Heejun Jang
Meanwhile, Samsung Electronics plans to further develop the KX Store as a venue for exchanges in technology, culture, art, politics, and other fields. Anyone can experience and purchase premium products, and the company already collaborates with over 30 universities, educational institutions, and local organizations to hold art exhibitions and various workshops on a regular basis.
In March 2023, the UK Foreign, Commonwealth & Development Office and the Department for Science, Innovation and Technology held an international technology strategy announcement event at the KX Store. In March 2024, Samsung Electronics, Disney, LinkedIn, and other global companies jointly hosted an International Women's Day event. In February this year, Jonathan Reynolds, UK Secretary of State for Business and Trade, held an Industrial Strategy Advisory Board meeting at the venue.
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