Samsung is promoting its latest wave of devices with an immersive installation at the Westfield London shopping centre, offering over 125,000 visitors a chance to get hands-on with technology including its Gear VR headsets.

The Galaxy Studio installation has taken over The Atrium of the well-known shopping centre and includes a VR theatre where visitors can take part in a range of virtual experiences, from skiiing to VR rollercoasters.

“There has been phenomenal interest and demand for the Galaxy S7 and S7 Edge since we launched both devices and we are delighted to be at Westfield London, introducing our latest technologies to customers and showcasing the power of immersive experiences,” said Conor Pierce, vice president of IT & mobile for Samsung UK & Ireland.

Upon entering the studio, which was created by Cheil UK, Samsungs advertising and experiential agency, customers are handed a mission card they can fill in as they interact with a variety of Samsung devices, including the recently launched Galaxy S7 and S7 Edge handsets, as well as the TabPro S and Gear S2 smartwatch.

Once the card is completed it can be used to access the VR theatre, which combines Samsungs Gear VR headsets with 4D motion seating, and also enters customers in a daily prize draw where they can win either a Gear VR headset or an S7 smartphone.

“Technology is at the forefront of today’s retail experience and as it evolves, so too does the environment we shop in and the experience the customer seeks,” said Myf Ryan, chief marketing officer for Westfield UK & Europe. “Samsung’s Galaxy Studio space takes the virtual reality trip to the next level, and the sheer volume of Westfield shoppers who have already taken part shows the appetite for this type of immersive experience in showcasing a new product.”

The installation will be in place at Westfield White City until 10 April.