The Samsung Galaxy Studio New York shop gives meaning to the idea of stores as play areas, putting customer experience first.

There was a time when high streets seemed to serve little purpose other than as a place for mobile phone networks to set up shops. These days they are ubiquitous and shoppers are accustomed to the way they look.

In New York’s SoHo, phone manufacturer and brand Samsung has its Galaxy Studio, which still has the ability to attract admiring glances.

The storefront is relatively plain, but step inside and the idea of stores as play areas really has been given meaning.

At the heart of the store there is the Samsung Galaxy Café, where hot drinks are on offer. Arranged around it are a series of rooms and zones, each of which is about doing more than simply selling a Galaxy handset.

From the selfie ‘innovation lounge’ to the white brick walled ‘play’ area for children, there is something for everybody. And for those who really do want to buy a phone, there’s even an area for this.