Samsung Opens Flagship NYC Store, Calls it 'Immersive Cultural Center'

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Samsung yesterday announced the opening of its new flagship store in New York City, describing it as "the flagship of the future", but in a curious twist, one which does not actively sell Samsung products.

Named simply "837" after its address in the popular Meatpacking district, the "living lab and digital playground" is a 55,000 square-foot space that includes a three-story digital screen (made up of 96 Samsung 55-inch TV sets stitched together), a 90-seat theater, a portable demo kitchen, an art gallery, a multimedia studio, and a café. Product shelves however are nowhere to be seen.

Samsung 837 in New York's Meatpacking district (Image: Mashable)

According to a Samsung press release, the store sets out to "reimagine the traditional store experience" and provide an opportunity for people to "experience Samsung technology and signature services in an environment that blurs the lines between live and static experiences."

The Screen and mainstage (Image: Business Wire)

"It's not about pushing products in people's faces," explained Zach Overton, General Manager of Samsung 837, speaking to Fast Company. Rather, Overton calls it "a fully immersive cultural center, featuring programming which will tap into people's passions such as art, music, entertainment, sports, wellness, culinary, technology and fashion, all powered and enriched by technology."

Visitors wear Samsung's Gear VR in a dedicated VR environment (Image: Business Wire)

Mashable got a sneak preview of the store and describes an area called the Selfie Station, where users are invited to take a photo of themselves with a Samsung smartphone. A few seconds later, that photo is projected onto the huge store screen for everyone to see.

Of particular note is the store's "Black Egg Installation tunnel":
Before you enter the tunnel, you're instructed to enter in your Instagram handle. Then you walk through a tunnel where all of your photos, hashtags and Instagram descriptions are projected against screens that literally cover the entire space. The floor and ceiling are mirrored, giving off a truly sci-fi effect.
The Living Room and product table (Image: Business Wire)

Despite the company downplaying the retail angle, store staff are available to guide customers through Samsung's online purchasing portal, while in a nod to Apple's Genius Bar concept, on-site technicians are on hand to troubleshoot tech problems.

In the first two weeks of opening, Samsung 837 will be host to exclusive programming including live DJs, Oscar-nominated movie screenings, and a private Oscar viewing party.

Yesterday, Samsung announced the Galaxy S7 and S7 Edge, the latest devices in its flagship line of smartphones. The phones will be available on all four major U.S. carriers from March 11, although it's unclear when (or whether) visitors to 837 will have the opportunity to test them out in-store.

Article Link: Samsung Opens Flagship NYC Store, Calls it 'Immersive Cultural Center'
 

Col4bin

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Oct 2, 2011
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El Segundo
Samsung's ridiculously overdone and ultimate self-serving "store" of bufferoonery. What an excessive waste. Apparently it's not enough to sell product by traditional means, so instead, we must stroke and coddle nitwits' whims and egos to push some phones and tablets. Call it experiential selling? I call it a bored company with money to burn. Who cares.
 
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furi0usbee

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Jul 11, 2008
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Gee, that looks like a prime location... Maybe when Samsung opens up on 5th Ave. Apple will take notice.
 
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Kaibelf

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Apr 29, 2009
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Samsung's ridiculously overdone and ultimate self-serving "store" of bufferoonery. What an excessive waste. Apparently it's not enough to sell product by traditional means, so instead, we must stroke and coddle nitwits' whims and egos to push some phones and tablets. Call it experiential selling? I call it a bored company with money to burn. Who cares.
Your comment would make sense of the place didn't also have things like giant displays, kitchen appliances, and mock homes settings inside. From what I've read the phones and tablets are barely there.
 

mbh1976

macrumors regular
Oct 17, 2014
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Gee, that looks like a prime location... Maybe when Samsung opens up on 5th Ave. Apple will take notice.
Meatpacking is actually a fairly popular/high-end fashion shopping destination (mainly filled with tourists, but still).
 

samcraig

macrumors P6
Jun 22, 2009
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there's a nice Apple Store on west 14th!
Indeed. The OP he was responding too is ignorant. First, that Apple has a store in that district. Also that to have the space that Samsung needed for this type of store, they couldn't possibly do it near 5th Ave as easily.
 

AppleFan242

macrumors newbie
Oct 16, 2014
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Already some hate on this thread which is ridiculous. Don't go to the store then if it doesn't appeal to you. Personally, it sounds like a fun experience - regardless of what tech is driving it.
I'm a diehard Apple fan but I agree. this is actually a pretty cool idea! Apple has got the "wow that's beautiful" concept down pat in their stores but with all the hype around Angela when she was hired, I thoroughly hoped that she was going to bring in the "wow that's cool!" feeling.
 

El Hikaru

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Dec 3, 2013
221
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There is already an Apple store nearby where provides public bathroom. Open somewhere distant place where public bathroom is precious commodity in Manhattan.
 

advancewarsbest

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Mar 28, 2013
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I think Samsung finally gets it. Their ads have beaten apple in some cases, especially as of late. Some of their phones don't copy apple's style. This store is definitely geared toward their strengths/experiences. I'm not a Samsung user, but it is apparent to me that they finally are getting it in terms of experience.
 
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Cwolk

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Jun 3, 2015
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I think Samsung finally gets it... Some of their phones don't copy apple's style.
I think that it takes more than Samsung's phones not copying Apple's style for them to get it. Samsung needs to create a phone that causes Apple to want to steal from Samsung's style in order to have finally gotten it.

Their ads have beaten apple in some cases
One thing that Apple is unbeatable at is marketing. Their ads are the best in the business. Apple Watch Rise, The Future of Television, and Someday at Christmas are examples of great recent commercials.
 
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Jakexb

macrumors 6502a
Mar 18, 2014
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While I don't think this is going to do a whole lot of Samsung's brand, I do appreciate that they took the time to come up with something new in terms of aesthetics and concept and layout. This doesn't look like an Apple store at all.
 
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npmacuser5

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Apr 10, 2015
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In the near future all brick and mortar stores could become demo only. Demo the product and the have the product delivered the same or next day. A concept that I use now with online retailers now.
 
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