Samsung TV Innovation Zone

Samsung display

National Roll Out SAMSUNG TV Innovation Zone.

The team at id8 is more than a creative studio. We help customers beyond design and manufacture. Our team are activation specialists; liaising seamlessly between agency, brand, and retailers to create pain free experiences for all stakeholders.

In this article, read about how we engineered Cheil’s design concepts for Samsung TV Innovation Zone and installed them across the county. The smooth roll out has enabled Samsung to own prime position in JB HiFi stores in the lead up to peak shopper season.

A win for the Samsung, and a beautifully executed display to boost sales for JB HiFi!


Customer experience is at the heart of every retail interaction. Especially for a high value purchase that you’ll use every day, like your next TV.

Big Screen? Small screen? 4K? Gaming? Lifestyle? Soundbars?

The only way to choose is to experience them all – Samsung, the leading TV brand – JB HiFi the leading CE retailer have levelled up with a complete product destination!

Display Brief

The design team at Cheil had conceptualised a two-part concept to occupy a large footprint in the JB HiFi TV department.

The concept was very angular, two concave wings with many surfaces, facing each other like Yin and Yang. The idea was to create various ‘zones’ in which to view the different product features and soundscapes.

To accommodate the huge 98” NeoQLED screen, the overall dimensions are 1.7M High x 2.7 x 2.7M.

Our task was to engineer a premium, stable, easily transported solution, that allowed easy cable access and would include an Xbox gaming demo, smart lighting, and a rotating TV mount.

Customer Experience

This display stands head and shoulders above the existing displays in store, inviting the customer to walk around the outside and experience the largest screens with soundbar and sub audio, in either the QLED TV, or the Lifestyle range.

Beside The Frame in a massive 85” size, an auto rotating ‘The Frame’ TV switches from landscape to portrait mode, and the full Frame bezel accessory range is on display.

Step inside the walls and be immersed in the deep blacks, clean whites, and brilliant colours of the ‘Quantum Dot’ OLED tech. Rear speakers and hidden sub provide 360-degree ATMOS sound.

See the glow of interactive Philips Hue smart lighting feature, designed to mimic the colours shown on screen, then turn left to pick up the Xbox controller and experience “reference-level colour accuracy, and hyper fast gaming.” (Ref: Sound&Vision, Mark Henninger, March 20, 2023)


In a retail world frequently shopped by size and price, show-stopping brand experiences are a rarity.

Not only was the design engineered with fast execution in mind, but the rich colours, premium paint finishes and illuminated signage make the Samsung TV Innovation Zone a hit with shoppers and store staff alike!

The smooth roll out has enabled Samsung prime position in the lead up to peak shopper season.

Thank you CHEIL Worldwide Australia for partnering with us to bring the SAMSUNG TV Innovation Zone to life at JB HiFi stores nationally.

Id8 Studio: End to end retail marketing specialists

A critical part of any project is project management, delivery, and installation. We have a fully integrated ‘End to End’ service which takes away our client’s headaches and ensures a smooth transition from concept, to design, to factory to shop floor. Our retail installation experts work across the full gamut of in-store activations and are accustomed to dealing with all kinds of retail limitations and restrictions.

Whether you need us to deliver direct to a network of stores, assemble and prepack a temporary display, or build a permanent activation, we will pair the right people and skill sets to activate your project.

Get in touch with us to find out more [email protected]