Samsung KX

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In September 2019, we completed a state-of-the-art brand experience space for tech giant, Samsung, in the heart of King’s Cross.


From high-street to high-end, Portview specialises in creating beautiful retail environments that promise to delight and beguile retailers and shoppers alike.

Located within the iconic ‘kissing point’ of the two curved rooftops in the new Coal Drops Yard development, Samsung KX is a showcase that’s packed with cutting-edge tech innovations.

With Portview appointed as the main contractor, the project team consisted of Cheil who worked with Samsung to conceptualise and deliver Samsung KX, and design studios Brinkworth and KSS.


Key Points of Interest

20,000 SQ FT Showcase

20,000 SQ FT Showcase

The new 20,000 sq ft showcase boasts a number of bespoke design features that are the first of their kind, including an architectural lighting frame embedded within the sales floor to create a curved, illuminated arc in both the east and west ceilings.

Tasting Areas

Tasting Areas

The space will host a series of cultural events throughout the year, from film nights and gaming tournaments on the world’s first 10-metre-wide Samsung curved screen, to cocktail masterclasses in the connected kitchen.

Room with a View

Room with a View

The new showcase boasts ample natural light and stunning views overlooking the Coal Drops Yard with floor to ceiling glazing that spans the entire façade.

Carefully Detailed

Carefully Detailed

Inside, the space is carefully detailed with premium finishes such as porcelain flooring, a custom engineered steel roof, solid oak furniture and aluminium mosaic tiles, to give it a distinct edge that’s reminiscent of a contemporary London loft.

Gradient Tones & Natural Textures

Gradient Tones & Natural Textures

Samsung KX also features a prominent crystal acrylic installation from Korean designer, Saerom Yoon, representing the brand’s heritage in Seoul. The ‘Blue Pillar’ design purposefully replicates a watercolour painting through his use of carefully selected gradient tones and natural textures to provide a light ambience within the


The Digital Cockpit is the world’s first connected driving experience that brings to life the future of automotive through virtual reality. Guests can explore revolutionary in-car features that allows the driver to control the radio simply by saying phrases such as ‘play next song’ and includes a memory system that alerts the driver when they are distracted or drowsy.


Using the Galaxy Graffiti wall, guests can virtually make their mark on the 10metre-wide screen across a range of digital London backdrops and share their creations on social media as a memento of their visit.


DJ Galaxy: For the aspiring musicians, this unique DJ booth experience teaches guests to create, perform and record bespoke beats with the tap of a Samsung smartphone.


Guests can leave notes on the AR Message Tree under the ‘kissing point’ of the space for others to unfold.


Those wanting to push the boundaries of self-expression can create and take away their very own free mini 3D figure or even turn a selfie into a unique, personalised collage to share on social media.


Locals can escape from the office and hot-desk, or get together with friends, over a specialty Origin coffee in Samsung KX’s very own in-house café.

The sheer size of Samsung KX required huge amounts of skill and effort from over 600 project team members to coordinate the installation of bespoke fixtures and materials from across Europe.

This included the installation of:

  • 62 tonnes of bespoke ceramic tile flooring.
  • 65 dB rated walls.
  • The world’s first curved Screenmax screen, consisting of 168 cabinets and 1,008 LED tiles.
  • 774 data points connected with 36 miles of cabling.
  • 320Kw of cooling capacity.
  • 1 sq km of insulation.
  • 220 individual bespoke light fittings, each capable of being remotely controlled up to 50m away.

“Samsung KX has been built with local heritage at its heart and this is reflected heavily in the design; right from the roof to the floor tiles. This is a destination which absolutely embodies the community of London while boasting pioneering design and challenging architectural norms. We want to be a destination of culture and innovation and that starts from the building itself. We’re excited to provide a location for the community that fuels the creativity of King’s Cross and beyond.”

Tanya Weller - Director of Samsung Showcase