design:retail - September 2016 - 63
063
store where you don't sell anything? Huh? How
is that possible?
People coming into Samsung 837 in New
York are discovering that maybe anything is
possible within this 55,000-sq.-ft. interactive
playground, where experience is the main
draw. The dream child of the in-house team, in
collaboration with Tokyo-based Wonderwall,
Samsung 837 is a tech-lover's dream come true.
"Doing this creates a tremendous opportunity for educating the everyday
visitor about the brand and how our ecosystem of products and services can
enhance their everyday experiences," says Eslam Khalil, senior manager of
store and visual design for Samsung. "This creates the exciting challenge of
keeping the space cohesive to represent one brand, while activating it with
multiple experiences that incorporate different products and services."
Think live-streaming concerts on 96 55-in. screens (the world's largest
multimedia display), or seeing your Instagram come to life in a virtual reality
tunnel, or sharing the image you capture on the Samsung Gear 360 infinite
selfie with social media. Everything is hands-on, so guests can really see all that
the brand has to offer-with more to come every day. Since opening, Samsung
has launched new products in the mobile, wearable, home entertainment and
home appliances categories, and each product comes with its own unique
features that are highlighted through interactive experiences.
"Technology is always evolving, and Samsung comes up with innovative
products and services on an ongoing basis," Khalil says. "Just like how a fashion
brand refreshes their spaces per season, we have our own program and product
launches that help keep the space ever-changing. Visitors get a fresh experience
every time they walk into the doors of Samsung 837."
According to Khalil, guests love exploring the store. "The best way to gauge
how design resonates with guests is to see how comfortable they are," he says.
"When you walk in the doors, and throughout the space, visitors are in full
synergy with all experiences around them. They are having fun! It is very rare
that people are very comfortable navigating mind-blowing technology with
ease like people do at Samsung 837."
By selling experience and a full immersion in the brand, Samsung 837 might
well be the store of the future. And they are ready for what is to come. "We always have something cooking at Samsung 837," Khalil teases. "We stay relevant
to the culture and technology around us, and since both are always moving, so
are we."
Opposite page and top: Photo by GARRETT ROWLAND FOR SAMSUNG
Right: Photo by COREY CHALUMEAU/@837NYC
062-72_drm_0916_StoreDes.indd 63
8/29/16 1:30 PM
Table of Contents for the Digital Edition of design:retail - September 2016
design:retail - September 2016
Contents
Editor’s Note
GlobalShop Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Inspirations
Mingle
How’d They Do That?
Have You Heard?
Perspectives
Shopper Insights
Shopping With Paco
2016 Portfolio Awards
Retail Design Luminaries
Retail Design Influencers
Retailer of the Year
Best Store Designs of the Year
Design Firms of the Year
Best Visual Merchandising Programs
Retail Superlatives
Products
Backstory
design:retail - September 2016 - design:retail - September 2016
design:retail - September 2016 - CT1
design:retail - September 2016 - CT1
design:retail - September 2016 - design:retail - September 2016
design:retail - September 2016 - Cover2
design:retail - September 2016 - 1
design:retail - September 2016 - 2
design:retail - September 2016 - 3
design:retail - September 2016 - Contents
design:retail - September 2016 - 5
design:retail - September 2016 - 6
design:retail - September 2016 - 7
design:retail - September 2016 - Editor’s Note
design:retail - September 2016 - 9
design:retail - September 2016 - GlobalShop Talk
design:retail - September 2016 - 11
design:retail - September 2016 - On Trend
design:retail - September 2016 - 13
design:retail - September 2016 - 14
design:retail - September 2016 - 15
design:retail - September 2016 - We Love This!
design:retail - September 2016 - 17
design:retail - September 2016 - 18
design:retail - September 2016 - 19
design:retail - September 2016 - Designer Picks
design:retail - September 2016 - 21
design:retail - September 2016 - Clicks & Mortar
design:retail - September 2016 - 23
design:retail - September 2016 - Postcard
design:retail - September 2016 - 25
design:retail - September 2016 - Inspirations
design:retail - September 2016 - 27
design:retail - September 2016 - Mingle
design:retail - September 2016 - 29
design:retail - September 2016 - 30
design:retail - September 2016 - 31
design:retail - September 2016 - How’d They Do That?
design:retail - September 2016 - 33
design:retail - September 2016 - Have You Heard?
design:retail - September 2016 - 35
design:retail - September 2016 - 36
design:retail - September 2016 - 37
design:retail - September 2016 - Perspectives
design:retail - September 2016 - 39
design:retail - September 2016 - Shopper Insights
design:retail - September 2016 - 41
design:retail - September 2016 - Shopping With Paco
design:retail - September 2016 - 43
design:retail - September 2016 - 2016 Portfolio Awards
design:retail - September 2016 - 45
design:retail - September 2016 - Retail Design Luminaries
design:retail - September 2016 - 47
design:retail - September 2016 - 48
design:retail - September 2016 - 49
design:retail - September 2016 - 50
design:retail - September 2016 - 51
design:retail - September 2016 - Retail Design Influencers
design:retail - September 2016 - 53
design:retail - September 2016 - 54
design:retail - September 2016 - 55
design:retail - September 2016 - 56
design:retail - September 2016 - 57
design:retail - September 2016 - 58
design:retail - September 2016 - 59
design:retail - September 2016 - Retailer of the Year
design:retail - September 2016 - 61
design:retail - September 2016 - Best Store Designs of the Year
design:retail - September 2016 - 63
design:retail - September 2016 - 64
design:retail - September 2016 - 65
design:retail - September 2016 - 66
design:retail - September 2016 - 67
design:retail - September 2016 - 68
design:retail - September 2016 - 69
design:retail - September 2016 - 70
design:retail - September 2016 - 71
design:retail - September 2016 - 72
design:retail - September 2016 - 73
design:retail - September 2016 - Design Firms of the Year
design:retail - September 2016 - 75
design:retail - September 2016 - 76
design:retail - September 2016 - 77
design:retail - September 2016 - 78
design:retail - September 2016 - 79
design:retail - September 2016 - 80
design:retail - September 2016 - 81
design:retail - September 2016 - Best Visual Merchandising Programs
design:retail - September 2016 - 83
design:retail - September 2016 - 84
design:retail - September 2016 - 85
design:retail - September 2016 - 86
design:retail - September 2016 - 87
design:retail - September 2016 - 88
design:retail - September 2016 - 89
design:retail - September 2016 - Retail Superlatives
design:retail - September 2016 - 91
design:retail - September 2016 - 92
design:retail - September 2016 - 93
design:retail - September 2016 - 94
design:retail - September 2016 - 95
design:retail - September 2016 - 96
design:retail - September 2016 - 97
design:retail - September 2016 - 98
design:retail - September 2016 - 99
design:retail - September 2016 - Products
design:retail - September 2016 - 101
design:retail - September 2016 - 102
design:retail - September 2016 - 103
design:retail - September 2016 - Backstory
design:retail - September 2016 - Cover3
design:retail - September 2016 - Cover4
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