Samsung Electronics has opened its Samsung 837 venue in New York City, which it describes as a living lab and digital playground featuring numerous installations and touchpoints over three floors.

The venue, which does not stock products to sell, houses a digital screen and auditorium seating to cater for performances and special events. There is also a gallery featuring curated content experiences and a broadcast studio, with the location serving as a home for the technology company's marketing centre of excellence, executive briefings and customer care meetings.

An auditorium at Samsung 837 will host special events throughout the year

Gregory Lee, president & CEO of Samsung Electronics America, commented: "We set out to build a marketing centre of excellence.

"We immediately thought of New York City, where the best marketing happens and where people have a finger on the pulse of culture. As a result, we have and will continue to attract top talent from around the world."

New York was a natural choice of venue for Samsung's new concept

One feature of the venue is the VR Tunnel, which allows people to indulge in a range of experiences using Samsung's Gear VR, including 4D virtual reality.

The virtual reality area will allow Samsung to showcase its products in the VR field

Meanwhile, Samsung 837 also showcases cooking demonstrations, a café, a playroom and family-friendly departments.

Samsung 837, which is named after the address on which it is located on Washington Street in New York's Meatpacking District, will partner with neighbours in the area such as the Whitney Museum of American Art, as well as local artists and scientists, when developing its consumer programmes. The building will also support various causes in the community.

The NYC venue has a DJ area where live events and programmes can be produced

Zach Overton, vice president & general manager of Samsung 837, remarked: "At Samsung, we have a proven track record of innovation, and with Samsung 837, we are creating the flagship of the future.

"Reimagining the traditional store experience, 837 is a fully immersive cultural centre, featuring programming which will tap into people's passions such art, music, entertainment, sports, wellness, culinary, technology and fashion, all powered and enriched by technology."

Samsung will be exhibiting at RBTE 2016, which takes place at London Olympia on 9-10 March 2016. Click here to register for your free event ticket.

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