Awards & Mentions

  • 5-Star Best Retail Interior Design Award – International Property Awards 2019-2020
  • Best Interior Design 2020
  • for Southeast-Europe


  • Concept Strategy
  • Concept Design
  • Concept Execution

One more astonishing concept created. This time for Samsung @Dixons.

Samsung Electronics the world tech leader, inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the world of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, medical equipment, network systems, and semiconductor and LED solutions.

The project

Samsung Greece came to STIRIXIS Group, for the creation of a fresh concept at the Dixons South East Europe S.A. Kotsovolos Megastore; one of the leading European Groups regarding the sale of electric appliances. Kotsovolos constitutes the No1 electronic and electric goods chain in Greece, with 98 stores and over 2,000 employees.

With the Samsung’s Vision for 2020 to “Inspire the World, Create the Future” the concept STIRIXIS Group strategically designed follows the core of the company’s commitment; to create a better world full of richer digital experiences, through innovative technology and products. All the above principles are harmonically integrated at the new Samsung Hub we realised at the Kotsovolos Dixon Megastore in Greece.

 A shop-in-shop concept focuses on all the innovative technologies and products while the design approach is subtle to allow the products of Samsung play a dominant role and offer a unique Samsung experience; a fully simulated home of the future represents the facility of life offered through the use of the products on display. A concept that puts in practice the idea that all the solutions offered by the specific company enrich people’s lives and contribute to social prosperity.

The whole area is divided into zones; the visitors can thoroughly test the latest mobiles, tablets, and their accessories at the Mobile Zone, examine the TV solutions offered while sitting at the Living Room, play with the tablets at the Kids Corner and the Gaming Station, visit the Kitchen Zone and find about all the new, clever household equipments , train at the Fitness Area and, also, have the 4D VR Experience, while always being connected through the revolutionary devices offered.

The theme of “curvature” is exploited in the new concept. The curves, the characteristic element deriving from the cutting-edge curved QLED technology is used as a trademark; from the tailor-made furniture to the floor, all creating a futuristic environment. The visitors can walk around the different zones in a free, circular flow while being guided through the curved lit lines placed on the floor.

Every aspect of the design is carefully planned to integrate Samsung’s brand identity and prestige, from the shape of the various elements, up to the choice of materials. Attractive, custom-made wooden displays and furniture are designed to echo the curvature of the latest QLED Samsung products, while mixed with some casual furniture for the different zones, create a welcoming, inspiring and revealing experience. At the top, the sound absorbing panels used on the roof of the store, combined with the company’s logo, create an eyecatching and prestigious result. The concept is faithfully followed creating a complete and theatrical scenery, where the profile of the company is accurately represented.

The first reactions are very warm and the concept is already well-received by its visitors. The sales of the company already seem to be increased and the investment returns positive results.