In pictures: the new Samsung Experience Store

George Street flagship store to challenge Apple

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The store is the technology company's first in Australia — it is playing catch-up with Apple, which is on track to open its 15th store in Carindale this weekend.

The store has been under wraps since Samsung purchased the space in mid-June, with construction and internal fit-out continuing until yesterday.

These window coverings have since been removed.

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In pictures: the new Samsung Experience Store

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