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Brief Published: 26 Feb 2016

Samsung 837: Hyperactive Flagship

Samsung 837

Taking experiential and hybrid retailing to new levels, Samsung has unveiled a 55,000 sq ft flagship in New York's Meatpacking District focused on trialling, entertainment, local connections and immersive play.

Entertaining: The three-storey space is dominated by 'The Screen'. The store-height set of 55" digital screens hosts branded content and film screenings, while a 'Selfie Station' lets shoppers broadcast photos of themselves on the big screen.

On Trial: Samsung's virtual reality (VR) headsets can be trialled in moving simulation seats, while the 'Living Room' enables its TVs and connected home products, such as app-controlled lighting, to be tested in context. Ostensibly a showroom, consumers either buy online via tablets, or are directed to nearby stockists.

Narcissism & Immersion: Pushing its experiential credentials further is a 'VR Tunnel', created with experiential production company Black Egg and "immersive storytelling company" Kenzo Digital, both based in New York. On entering, guests enter their Instagram handles, triggering the digitised corridor to surround them with their own images and hashtags, while photo descriptions are read out through speakers.

Concierge Culture: A concierge service on the upper floor offers tech advice and repairs.

Local, Global, Communal: Keen to assert its value at a local level, humanising the store's monolithic presence, it also hosts events ranging from Oscar-night movie screenings to neighbourhood jogs. There's also a café, created in partnership with local food and coffee brands.

For more, see also Active Flagships, Smart Stores, Evolution of the Retail Flagship and Selling Tech. Look out for Tactics for Retailing Tech, publishing in April 2016.