Samsung Connected Living

Project
Connected Living Retail Experience

I led the end-to-end design of an immersive retail experience that brought Samsung’s connected home ecosystem to life

Role
Lead Designer

Client
Samsung

Agency
Valtech

Samsung Connected Living is Samsung’s concept of a smart home ecosystem where many devices (phones, TVs, appliances, lights, etc.) are connected and can work together automatically.  

Smart homes are powerful, but many consumers struggle to understand how connected devices work together in real life. While Samsung SmartThings enables seamless device connectivity, customers rarely experience these benefits before purchasing. To address this gap, we partnered with Best Buy retail locations across North America to create a simulated home environment where customers could experience Samsung Connected Living in action.The experience allowed shoppers to see, interact with, and understand how devices seamlessly work together in everyday routines.

We designed a Connected Living booth that replicated a modern home environment inside BestBuy stores.

Customers could experience how devices seamlessly work together in everyday routines.

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BestBuy booth experience - The Family Hub

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Increase awareness
Customers better understood the benefits of connected ecosystems.

Drive ecosystem thinking
Shoppers began considering multiple connected products instead of single devices.

Empower retail storytelling
BestBuy associates gained a clear narrative to demonstrate smart home capabilities.

The Connected Living retail experience helped

  • Despite rapid growth in smart home products, research showed:

    • Consumers often buy devices individually, not as an ecosystem

    • Most customers don’t understand automation or routines

    • Retail environments typically showcase devices in isolation

    This creates a disconnect between product capability and perceived value. Customers needed to experience connected living, not just hear about it.

  • Create an immersive retail experience that demonstrates how connected devices improve everyday life.

    Instead of displaying individual products, we designed a fully simulated smart home environment where customers could experience automated routines powered by Samsung’s ecosystem.

  • I led the end-to-end experience design including

    Experience strategy

    • Defined the retail experience framework

    • Identified key smart home scenarios to demonstrate

    Product storytelling

    • Translated complex IoT technology into simple, human moments

    • Designed narrative flows for the physical experience

    Cross-functional leadership

    • Worked with Samsung product teams
    • Collaborated with Best Buy retail teams
    • Coordinated engineering, marketing, and retail design partners

    Interaction design

    • Designed the interactive moments customers would trigger
    • Defined automation demonstrations powered by SmartThings

    Retail experience design

    • Designed booth layouts
    • Created interaction zones for product exploration

< CHANEL

HARRY WINSTON >