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Inside Samsung’s Non-Retail Flagship Store

New York City’s Samsung 837 is a flagship store unlike any other–you can’t buy anything there. Instead, the space serves as a digital playspace and art gallery, presenting visitors with experiences in lieu of retail opportunities.

“Creating a flagship without retail might sound like a crazy idea, but consumers today are seeking interactions (experiences) rather than transactions,” Zack Overton, VP and general manager of Samsung 837, tells Forbes. “We wanted to create a two-way conversation with our customers and visitors — a personal dialogue.”