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 NY flagship store

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-&-Mainstage-at-Samsung-837

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."

VR-Tunnel-at-Samsung-837

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-&-Product-Display-at-Samsung-837

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.

Top Rated Comments

iWilliam325 Avatar
93 months ago
So is this Macrumors or Samrumors?
Score: 8 Votes (Like | Disagree)
Col4bin Avatar
93 months ago
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.
Score: 4 Votes (Like | Disagree)
samcraig Avatar
93 months ago
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.
Score: 4 Votes (Like | Disagree)
JaySoul Avatar
93 months ago
That looks kinda cool. Reminds me of some experience stores I visited in Tokyo.
Score: 3 Votes (Like | Disagree)
Col4bin Avatar
93 months ago
Unless you have actually been there, that's just a knee-jerk reaction.
Sure thing. Douchey and odd like their advertising and overall brand essence. Trying too hard to be natural and cool, but ends up coming across feeling too forced and awkward. That's Samsung.
Score: 2 Votes (Like | Disagree)
Col4bin Avatar
93 months ago
There is nothing that approaches in any way, shape or form the sheer over the top douchiness and oddity of the Apple top brass at a keynote.
Nothing.
I'll give you Eddie Cue presenting at a keynote, for sure! Tim and Craig are generally on point, and Phil never looks completely comfortable… but that's neither here nor there. At least when Apple puts itself out there (keynotes, advertising, retail, etc.), the production value and overall brand proposition feels just and natural. Don't really know how else to put it into words. Apple comes across more polished. When Samsung does the same, even with the best production companies and advertising partners, they come off as campy, cheesy, and trying way too hard too be cool.
Score: 2 Votes (Like | Disagree)

Popular Stories

iOS 16

Apple Releases iOS 16.4 With New Emoji, Safari Web Push Notifications, Beta Changes, Voice Isolation for Calls and More

Monday March 27, 2023 10:03 am PDT by
Apple today released iOS 16.4, the fourth major update to the iOS 16 operating system that initially came out last September. iOS 16.4 comes two months after the launch of iOS 16.3, an update that added Security Keys for Apple ID. iOS 16‌.4 and iPadOS 16.4 can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. It can take a few minutes...
iOS 16

iOS 16.4 Will Add These 8 New Features to Your iPhone

Sunday March 26, 2023 8:06 am PDT by
Following nearly six weeks of beta testing, iOS 16.4 is expected to be released to the public as soon as this week. The software update includes a handful of new features and changes for the iPhone 8 and newer. To install an iOS update, open the Settings app on the iPhone, tap General → Software Update, and follow the on-screen instructions. Below, we have recapped eight new features and...
apple mixed reality headset concept by david lewis and marcus kane

Some Apple Employees Seriously Concerned About Mixed-Reality Headset as Announcement Draws Closer

Sunday March 26, 2023 8:25 am PDT by
Some Apple employees are concerned about the usefulness and price point of the company's upcoming mixed-reality headset, The New York Times reports. Apple headset concept by David Lewis and Marcus Kane Initial enthusiasm around the device at the company has apparently become skepticism, according to eight current and former Apple employees speaking to The New York Times. The change of tone...
iOS 17 on Phone Feature

Gurman: iOS 17 to Provide Several 'Most Requested Features'

Sunday March 26, 2023 6:05 am PDT by
Apple changed the strategy for iOS 17 later in its development process to add several new features, suggesting that the update may be more significant than previously thought, Bloomberg's Mark Gurman reports. In January, Gurman said that iOS 17 could be a less significant update than iPhone updates in previous years due to the company's intense focus on its long-awaited mixed-reality...
apple tv 4k red image

Apple Releases tvOS 16.4 for Apple TV 4K and Apple TV HD

Monday March 27, 2023 10:00 am PDT by
Apple today released tvOS 16.4, the fourth major point update to the tvOS 16 operating system that came out last September. Available for the Apple TV 4K and Apple TV HD, tvOS 16.4 comes two months following the release of tvOS 16.3. The tvOS 16.4 update can be downloaded over the air through the Settings app on the ‌‌‌‌Apple TV‌‌‌‌ by going to System > Software Update....
Steve Jobs Theater dusk

Apple Reportedly Demoed Mixed-Reality Headset to Executives in the Steve Jobs Theater Last Week

Sunday March 26, 2023 5:53 am PDT by
Apple showcased its mixed-reality headset to the company's top 100 executives in the Steve Jobs Theater last week, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman explained that the "momentous gathering" is a "key milestone" ahead of the headset's public announcement planned for June. The event was intended to rally Apple's top members of...
Apple Music Classical

Apple Explains Why It Launched an iPhone App Dedicated to Classical Music

Monday March 27, 2023 8:54 pm PDT by
Apple today published a support document explaining why it decided to release a standalone Apple Music Classical app for classical music. In short, Apple says the app was designed to support classical music's complex metadata:Classical music is different. It has longer and more detailed titles, multiple artists for each work, and hundreds of recordings of well-known pieces. The Apple Music...
iPhone 15 Pro Buttons CAD Leak

iPhone 15 Pro Low-Energy Chip to Allow Solid-State Buttons to Work When Device is Off or Out of Battery

Wednesday March 29, 2023 1:54 am PDT by
The iPhone 15 Pro and Pro Max will use a new ultra-low energy microprocessor allowing certain features like the new capacitive solid-state buttons to remain functional even when the handset is powered off or the battery has run out, according to a source that shared details on the MacRumors forums. CAD-based render of new solid-state buttons on iPhone 15 Pro models The source of this rumor is ...