Samsung has opened a dedicated Samsung Experience Centre within TD Africa’s Tec Experience Centre in Lagos, marking a new chapter in the two companies’ distribution partnership and deepening the South Korean electronics giant’s physical footprint in Nigeria’s consumer and enterprise technology market.
The unveiling took place on Friday, June 19, 2026, at an exclusive gathering of technology business leaders and CEOs hosted jointly by Samsung and Sub-Saharan technology distributor TD Africa. The event brought together key industry stakeholders for an evening of networking, engaging conversations, and firsthand interaction with Samsung’s latest portfolio of consumer electronics, home appliances, and smart technology solutions.
A Physical Home for Samsung’s Innovation
The Experience Centre is designed to give customers, partners, and businesses a dedicated space to encounter Samsung’s product range in person rather than through retail shelves. Jingak Chung, Head of Product Management for Digital Appliances at Samsung, described the centre as a significant step in bringing Samsung’s innovations closer to customers and partners, noting that technology is best appreciated when people can see, touch, and experience its value firsthand.
Chung also used the occasion to acknowledge the role of TD Africa in expanding Samsung’s commercial reach on the continent. He credited the partnership with TD Africa as instrumental in growing Samsung’s regional presence, pointing to the distributor’s market expertise, extensive distribution network, and commitment to customer engagement as key to advancing Samsung’s vision for technology accessibility in Africa.
TD Africa’s Accessibility Play
For TD Africa, the Samsung Experience Centre slots directly into the broader purpose of its Tec Experience Centre, which houses multiple global technology brands under one roof in Lagos. TD Africa CEO Chioma Ekeh, welcoming guests at the event, noted that the Samsung Experience Centre aligns with the company’s mission of making transformative technology more accessible to businesses and consumers across Africa.
Ekeh framed the centre as a unique opportunity for customers to experience Samsung’s technologies firsthand, enabling more informed purchasing decisions and accelerating technology adoption across the continent.
The Tec Experience Centre itself has become one of Nigeria’s more significant technology infrastructure projects since its launch. Housed within an eight-floor building on Victoria Island, Lagos, the centre hosts a range of global technology companies, including Cisco, Microsoft, Dell Technologies, HP, Schneider Electric, Apple, and Bosch, among others. It includes a gaming arena, a lifestyle and smart home area, a training centre, and conference facilities. The addition of a dedicated Samsung zone reinforces that lineup.
What the Centre Represents
The launch fits into a wider effort by global consumer electronics brands to move beyond passive retail distribution in African markets and establish immersive, experience-led environments that serve both consumers and enterprise buyers. For Samsung, a brand with significant market share in Nigeria across smartphone, television, and home appliance categories, a permanent branded space within one of Lagos’s flagship technology venues offers a platform for sustained engagement beyond product launches and trade events.
The centre is intended to serve as a dedicated destination where customers, partners, and businesses can explore and unlock the possibilities of Samsung technology, with the broader goal of driving innovation and digital transformation across Africa.
The partnership between Samsung and TD Africa predates this launch and has been a cornerstone of the brand’s Sub-Saharan distribution strategy. The Experience Centre effectively gives that partnership a physical anchor in Nigeria’s commercial capital, positioning both companies to deepen relationships with the enterprise and SME segments that frequent Victoria Island’s business district.
