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Customer Experience Brief: Samsung 837

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Samsung 837 is billed as an experience where “where culture and technology collide,” and a place to “discover concerts, screenings, immersive experiences and more.” Located in the Meatpacking District in Manhattan and designed by WonderWall Inc., it’s more than a store. Check out these images from inside.

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Customer Experience Brief: Samsung 837

  1. 1. Inside: Samsung 837 a customer experience brief 1
  2. 2. http://deniseleeyohn.com Samsung 837 is billed as an experience where “where culture and technology collide,” and a place to “discover concerts, screenings, immersive experiences and more.” Located in the Meatpacking District in Manhattan and designed by WonderWall Inc., it’s more than a store. Check out these images from inside. More info: https://www.samsung.com/us/837/ . 2
  3. 3. http://deniseleeyohn.com Samsung 837 is like a digital playground, chock full of interactive stations and experiences in which you can try out the products. The main floor was filled with various VR pods and stations. 3
  4. 4. http://deniseleeyohn.com It wasn’t clear how you got to experience one of the VR demos, but there were a quite a few options to choose from. Scroll over the image above to see a short video of one of them. 4
  5. 5. http://deniseleeyohn.com The highlight of the store is the “GearVR Experience” in which you suit up like an astronaut and then get to take a moonwalk, zero gravity and all. Thanks to a VR headset and a rig that registers your weight and lifts you up, it delivers the experience of walking on the Moon “more accurately than any other creation on earth,” according to Samsung. 5
  6. 6. http://deniseleeyohn.com I was able to peek into the studio to get a sense of what the experience entailed. 6
  7. 7. http://deniseleeyohn.com Also on the main floor is an AR Emoji Booth, in which you can turn an image of yourself into an emoji. 7
  8. 8. http://deniseleeyohn.com In a “digital cockpit,” you could experience the thrill of driving a sports car. 8
  9. 9. http://deniseleeyohn.com There were a couple of active sports stations, including “The Anatomy of Surf with Ian Welsh,” in which you could use a VR headset to experience being the barrel of a wave from the point of view of pro- surfer Ian Walsh. 9
  10. 10. http://deniseleeyohn.com One station invited people to make a drawing using the S Pen. (Even with a model to trace [on the left], my drawing skills [on the right] were pathetic.) 10
  11. 11. http://deniseleeyohn.com Customer support was available by appointment or on a walk-in basis. A digital screen displayed the order in which customers would be served. 11
  12. 12. http://deniseleeyohn.com The second floor featured a large area where it seemed you would receive customer support or could just hang out. 12
  13. 13. http://deniseleeyohn.com There were lots of interesting and informative product displays, including this one which served up a head-to-head comparison of processing speed between the Galaxy S9 and the iPhone X and Pixel 2. Smart! 13
  14. 14. http://deniseleeyohn.com There were only a few standard product display areas and they were even more streamlined than the Apple store displays. 14
  15. 15. http://deniseleeyohn.com And speaking of Apple stores, since Steve Jobs made such a big deal about the glass staircases in his stores, the illuminated marble-esque staircase here seemed worth noting. 15
  16. 16. http://deniseleeyohn.com This DeX station showed how you could convert a Samsung smartphone into a computer with a single cable. Very impressive. 16
  17. 17. http://deniseleeyohn.com One wall showcased The FRAME, a TV that transforms into a piece of art – or rather hundreds of different pieces of art. 17
  18. 18. http://deniseleeyohn.com Also on the second floor was the Connected Living exhibit, which housed the full range of Samsung products including its home appliances, smart home control system, and its voice-controlled system Bixby in a mock house layout. 18
  19. 19. http://deniseleeyohn.com An exercise room set-up with a Flywheel bike was one part of the Connected Living exhibit. 19
  20. 20. http://deniseleeyohn.com The Connected Living exhibit wasn’t open when I visited, or perhaps an escort was required? Either way, it seemed a waste of space if people weren’t free to explore and try the products. 20
  21. 21. http://deniseleeyohn.com Huge digital touchscreens could be found throughout the store. This one featured Samsung appliances. 21
  22. 22. http://deniseleeyohn.com These days it seems every flagship store has to have its own cafe. Samsung’s was dubbed the “837 Café x maman” and served coffee, snacks, and breakfast and lunch options. 22
  23. 23. http://deniseleeyohn.com From the main floor, you enter down into the viewing area for a three-story screen. The venue is used for events and concerts, content screenings, live streams, and product demos. 23
  24. 24. http://deniseleeyohn.com Summary: Samsung 837 is the most fun and exciting digital “store” that I have seen. It presented a very compelling experience of the Samsung brand and its products. It suggests that Samsung is putting quite a few eggs into the VR basket -- and while I have yet to personally catch the VR bug, it showcased the possibilities of VR in a very convincing way. 24
  25. 25. Access more Customer Experience Briefs & other brand leadership content by Denise Lee Yohn at http://deniseleeyohn.com. DENISE LEE YOHNbrand leadership expert | speaker | author 25

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