SAMSUNG 837

The
Flagship
Reimagined

Client

AGENCY

samsung 837

Meatpacking District, NYC

We helped Samsung transform a landmark location into a next-generation playground for innovation.

At Samsung 837, tech meets experience in a fully immersive smart home showcase. Together with Samsung, we reimagined the flagship as the most interactive address in New York City.

Visitors move through curated environments featuring SmartThings-connected appliances, cinematic TVs, cutting-edge monitors, and next-gen gaming stations all seamlessly integrated to demonstrate the power of the Galaxy ecosystem in real time.

As Lead Designer and Producer, I was responsible for ensuring that every design detail was executed as intended — from concept to build. I worked closely with fabricators, vendors, and internal teams to bring the spatial vision to life and ensure the final experience matched our creative goals.

More than a store, Samsung 837 is a living brand statement at the intersection of design, technology, and culture.

2 Strategic Approach

1st floor is product and sales focus.

These are the people that has an agenda. They want to buy something or ask something, generally they don’t brows and they don’t go up to the second floor.

Main focus: Drive sales

2nd floor is based on helping (Samsung care) and learning about Samsung (Samsung home)

People that visits the second floor are either doing in for the service or that they are browsing the store and and interested in Samsung as a brand and what it offers. They will also have more time and therefore are the perfect customers to engage in the Samsung home experience.

Main focus: Brand building

Create a real "Home Environment" experience: Showcase "Connected Living" through intuitive, real-life scenarios and an engaging multi-device experience.
Demonstrate the future of the home: Highlight cutting-edge technology within the Samsung product lineup.
Showcase seamless connectivity: Exhibit how hassle-free control and synergy across Samsung products create a unified user experience.
Integrate "Works With" (3rd-party products): Highlight an open and complete ecosystem by demonstrating compatibility between Samsung and external brands.