Samsung has opened its first official retail store in Australia today, located in Sydney.
The Samsung Experience Store is located at 450 George St, Sydney and opened to customers for the first time at 8am.
The store, the first of its kind in Australia for Samsung, is a stone throw away from Apple's largest Australian retail store which is located at 367 George Street, Sydney.
The Experience Store was previewed by Samsung to members of the Australian media last night at an event hosted by Samsung's Vice President of Telecommunications in Australia, Tyler McGee.
"One thing we learnt with the Galaxy S III experience is when Australians touch feel and use our devices they fall in love," said McGee. "This is why the Samsung Experience Store was developed. It allows Australian consumers to explore and experience to discover what our devices can do."
McGee said a real focus of the Experience Store is about how Samsung's devices interact with each other, so the prominent products available are wireless devices like smartphones, tablets, notebooks, smart TV's and wireless cameras.
"The key word is experience," said McGee. "What we've done in this store is focus on how you can actually interact between our devices. So what we have here are obviously smartphones, we have our tablet range, but we also have our smart TV and smart cameras, along with our IT devices. It's all about how those devices work together, so consumers can come in here and experience that and learn how to use those devices together," he explained.
The most prominent products on display in the store include smartphones, tablets and notebooks, along with Samsung's Wi-Fi enabled smart cameras and a selected range of smart TVs.
The Samsung Experience Store also has a dedicated "App Zone" which gives customers the opportunity to look at apps that have been developed for Australia, while a "Play Zone" has a lower level table designed for entertaining children with specialist child apps and games. A range of Samsung and third party accessories are sold in the store.
In addition to selling products outright, Australian consumers can purchase smartphones and tablets through the three main carriers in Australia.
Last month, Samsung opened a similar retail store in Vancouver, Canada, which was the first of its kind in North America. However, the company says it has no plans at this stage for further retail stores in Australia.