BRANDING: Samsung shows products at Heathrow

Samsung, the electronics giant, has created an interactive demonstration zone, 'The DigitAll Experience', that will bring its latest products to life before an affluent audience in Heathrow Airport.

The 8m x 3.5m zone in Heathrow's Terminal 3 Departure Lounge offers travellers the opportunity to see the goods working and test them out themselves.

The DigitAll Experience is the first project from Sphere, the newly created design and sponsorship arm of JCDecaux Airport, which was established to create and manage bespoke brand experiences for clients at its airport terminals.

Many of the products on display are not yet available to buy in the UK, and Samsung is using the DigitAll Experience to launch them into the UK market.

Products on show include the company's first internet refrigerator, which adds items to an online shopping list, and an internet microwave. Other offerings include notebooks with webcams, home-theatre systems, mobile phones, projection and LCD TVs and computer monitors.

Those goods that are available in the UK will be sold at the airport through Dixons.

The zone opened on September 4 to coincide with the launch of Terminal 3's first phase of redevelopment. It will be staffed from 6am to 7pm seven days a week for a year.

If successful, the concept will be rolled out to other airports worldwide.

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