Ashley x Samsung

Ashley and Samsung Electronics America, respectively North America’s largest furniture retailer and a leading innovator in connected ecosystems and the number one global TV brand for 18 years running, have joined forces to redefine home shopping.

At the heart of this initiative is Samsung SmartThings, a unified platform that connects over 200 devices, from lighting and climate controls to appliances, TVs and sound systems, allowing users to manage their entire home with a single interface.

This collaboration resulted in The Connected Home Experience powered by Samsung SmartThings, an interactive showroom that brings together on-trend furnishings and smart technology to demonstrate how a modern home can function seamlessly.

The Brentwood, Tennessee flagship is the first of many planned Connected Home Experience locations, and Ashley plans to expand these interactive showrooms across its nationwide network.

Inside the Brentwood showroom, guests use Samsung Galaxy Tab S9 FE+ tablets embedded throughout various vignettes to control devices, transforming a living room into an entertainment hub, a bedroom into a serene sanctuary or a workspace into an efficient command center all with a tap. Guests can also purchase featured Samsung products on-site, including The Frame TV, 98" Q80C QLED TV and the Odyssey Ark gaming monitor.

As Creative Lead from Cheil, I helped shape the overall concept, leading spatial design and visualization to ensure all teams aligned and delivered a cohesive in-store experience.

The result is a tactile immersive environment that does not just illustrate the future of home living but lets visitors live it, setting a new benchmark for how furniture and technology can harmonize in consumers’ daily lives.