Samsung Electronics has collaborated with iconic department store Selfridges to offer shoppers in London an exclusive and exciting opportunity to experience Samsung’s new Odyssey Ark and Gaming Hub1 platform this festive season.

From today until January 31 of next year, visitors will be able to enjoy a completely immersive experience using the Odyssey Ark, the world’s first 55-inch 1000R curved gaming screen, at Selfridges. The display will feature a racing game simulator using three connected Odyssey Arks. The three curved gaming screens wrap around the user’s field of vision, placing the user in the center of the action as they are fully immersed in the exciting gameplay.

The Odyssey Ark delivers a cinematic gaming experience thanks to its unique, curved screen, high performance 165Hz refresh rate, 1ms response time (GtG) and crisp 4K (3,840 x 2,160) resolution. Users can further customize their gaming experience using Flex Move Screen, which allows users to adjust screen size between 55- and 27-inches, change the screen position and even switch the screen ratio between 16:9, 21:9 and 32:9 — all with a simple touch of Ark Dial. This freedom is not only horizontal but also vertical position (Cockpit mode), giving users even more control of the viewing experience.

The Odyssey Ark also comes equipped with Samsung’s Quantum Matrix Technology that uses Quantum Mini LEDs to enable ultra-fine and precise control of the densely packed LEDs, along with 14-bit processing, which provides stunning, ultra-realistic graphics.

Visitors will also have the opportunity to experience a retail demo station for cloud gaming and the Samsung Gaming Hub. The retail display will feature three gaming stands, the incredible Odyssey Ark and two of Samsung’s latest ultra-high-definition TVs — the Neo QLED 8K and Neo QLED 4K. The Samsung Gaming Hub gives users the chance to experience popular Xbox Game Pass titles in addition to selecting new games upon their release. With a vast library of games from the biggest names in the industry, including Xbox, NVIDIA GeForce NOW and Utomik, users can jump into a world of unlimited possibilities with the Samsung Gaming Hub.

“We’re thrilled to bring both our Gaming Hub retail display and ground-breaking Odyssey Ark to consumers this winter at one of the U.K.’s most popular shopping destinations, in addition to other promotions around London,” said Tom Morey, Director of Direct-to-Consumer at Samsung Electronics UK&I. “Through these activities, fans in London will now get the chance to experience the gaming screen for themselves and enjoy an adrenaline-fueled experience like never before.”

Aside from its collaboration with Selfridges, Samsung also recently announced the launch of the first U.K. Gaming Suite in collaboration with the luxury hotel W London, giving guests an unforgettable overnight experience with a futuristic gaming setup. By booking the W London WOW Suite between now and April 2023, visitors can fully immerse themselves in an unparalleled gaming and lodging experience. Additionally, in celebration of the release of the Odyssey Ark in the U.K., Samsung offered shoppers at Harrods in London the chance to try out the unique gaming screen first-hand this past September.

For more information on Samsung Odyssey Ark, please visit here.