Not quite a store—the only thing sold is food from its café—the new Samsung 837 has been described as a “digital playground.” Samsung created the facility to function as a cultural destination in which the public can experience and explore its technology. While the technological details on display—such as a virtual reality tunnel and the world’s largest multimedia display—are stunning, the creation of this dynamic space was an impressive feat, as well.
The three‐story, 55,000‐square‐foot space at 837 Washington Street in the Meatpacking district has numerous eye‐catching highlights: a gallery for technology‐based art installations; an open broadcast studio; kitchen and living room areas showcasing the latest in smart‐home technology; a playroom for family‐friendly activities. There is also a customer care area with one‐on‐one concierge‐like service for Samsung owners and even a selfie station that projects images over three stories of screens.
To balance all the technology, Samsung 837 is clad in earth tone finishes of leather and dark wood. The interior was designed as modules so that the look and content can be updated to keep the visitor experience fresh.