Samsung rented this six-story building in New York's Meatpacking District to create a marketing center of excellence and meld culture with product messaging.
As you enter the building, Samsung sucks you in with a selfie stand. Who can resist right?
I fell for the photo stand right away (that and there was no line).
Samsung's 837 predictably had a bevy of Galaxy S7 and Galaxy S7 edge devices. The opening of 837 coincided with preorders.
Here's an interactive art installation that uses various Samsung products. Black Egg created the experience to highlight social networking and the intersection of identity and technology.
Samsung's digital playground also features plugs for a broad portfolio--including a high-tech kitchen.
Here's a look at Samsung's control center, featuring a DJ and a lot of controls.
Virtual reality is the most demo friendly category at Samsung's 837 hub. The Gear VR demo worked well and attracted a crowd.
Here's a look at a few folks trying out a Gear VR roller coaster. The seats moved and you had to sign a waiver to play along.
Samsung outlined a smart refrigerator as the hub of the home. Here's a digital representation.
What hits you at the end of the Samsung 837 experience is that the company's primary objective is marketing. Samsung's 837 has to be a huge marketing expense.