Screen palace

837 is not a store, according to Samsung, but a digital playground. Located in New York’s Meatpacking district, the building, designed by creative studio Wonderwall, features a virtual reality tunnel, recording studio, three-storey video screen and dedicated digital art gallery. A next-generation kitchen and living room will be used to demonstrate the future of the smart home.

837 will offer visitors the opportunity to try out virtual reality, view interactive art installations and exclusive screenings, and listen to live music performances. The cultural programme will be organised in conjunction with local arts venues such as the Whitney Museum of American Art. No products are for sale, although a range of Samsung devices are on display, and a customer service area will provide advice and repairs for existing owners.

According to Zach Overton, vice-president and general manager of 837, Samsung’s aim is to re-imagine the traditional store experience as a fully immersive cultural centre.