The store features two entrances — a street level access point facing onto Yonge Street, as well as a separate entrance from within the mall, shared by Nordstrom, Uniqlo and H&M. Canadian design firm Quadrangle designed the new space, which is modern and bright, featuring ample windows overlooking Yonge Street and Dundas Square.
On the main floor, the interactive Samsung Gear VR and Gear360 zones 'transport' visitors across Canada, over rollercoasters and beyond — it’s already a hit among visitors since the store has been open. The store’s ‘luxe’ TV experience zone showcases Samsung picture, sound and design innovations.
There’s also a full lineup of Samsung smartphones and tablets, with an expansive assortment of mobile accessories to personalize guests' favourite Samsung devices. Onsite Samsung Smart Service and trained Galaxy Consultants guide guests through the experience, answer questions and provide technical support and repairs for mobile products. In addition, Samsung mobile device owners are also able to coordinate 1:1, in-person sessions with Galaxy Consultants at CF Toronto Eaton Centre store.
A sweeping staircase guides visitors upstairs to the second level. The stairway acts as a focal point for the store, with warm wood contrasting with white railings.
One of the particularly unique features to the store is a fully functioning Samsung demo kitchen on the second level. Visitors can watch cooking demonstrations and engage with various events and activities that will be held in the store over the course of the year. None of Samsung’s other Canadian stores feature demo kitchens (partly due to lack of space).
The second level also includes seating areas as well as various demonstration areas, which can be modified depending on if there are any scheduled activities. Visitors are also encouraged to come in and relax on the store's comfortable seating, offering a respite from the hustle and bustle of downtown Toronto.
Samsung launched its first Canadian location in 2012 with a 1,500 square foot location at Metropolis at Metrotown in Burnaby. A second store followed in February of 2014, when Samsung opened a 1,900 square foot unit at CF Richmond Centre, also in suburban Vancouver. A 2,200 square foot West Edmonton Mall store followed in November of 2014, and a 2,535 square foot CF Sherway Gardens store in Toronto followed in November of 2015. Most recently, in October of 2016, Samsung unveiled a 3,395 square foot store in the Nordstrom-anchored expansion wing at Toronto’s Yorkdale Shopping Centre. Brokerage Northwest Atlantic represents Samsung in Canada.
See below for more photos of the new Samsung flagship at CF Toronto Eaton Centre in Toronto.
Craig Patterson, now based in Toronto, is the founder and Editor-in-Chief Retail Insider. He's also a retail and real estate consultant, retail tour guide and public speaker.
For more retail news: Canadian Retail News From Around The Web: January 5, 2018