The Samsung Experience Store at 450 George Street, Sydney is next door to Myer and also neighbours the flagship Apple Store at number 367 and Telstra's flagship T.Life store at number 400.
Samsung's new store presents a variety of the company's consumer electronics products - including smart TV, cameras, notebooks, tablets and smartphones - and emphasises the way they can be used together.
"While the store is fundamentally a place where Australians can find and buy the latest Samsung products, what makes it different is the opportunity it provides shoppers to learn and experience the power of sharing content across multiple products and illustrate how products like our smartphones and TVs can work together," said Tyler McGee, vice president of telecommunications at Samsung Electronics Australia.
"We were very keen to create a comfortable, browsing experience for guests," he added.
Mobile carriers Telstra, Optus and Vodafone have an in-store presence, allowing smartphone buyers to pick a plan at the same time.
Prizes and special events are on offer until Sunday.