Goosebumps per square foot
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 trailing, entertainment, local connections and immersive play
Samsung seem to have hit the jackpot with their new store in New York. It’s not about sales, it’s about brand and product experiences, each time showcasing the best Samsung have to offer. We like how they make it personal with people uploading their own images in the VR tunnel.
It’s about excitement, interest and intrigue. Property marketing suites have a lot to learn here – get people excited about your offering and want to hang out in your space as opposed to being a bland and ‘expected’ experience.
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' let’s shoppers broadcast photos of themselves on the big screen.
On Trial: Samsung's virtual reality (VR) headsets can be trailed 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.
Narcissism & Immersion: Pushing its experiential credentials further is a 'VR Tunnel'. 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 Oscarnight movie screenings to neighbourhood jogs. There's also a café, created in partnership with local food and coffee brands.
