Fast Company, from an article back in February:

Instead of endless product shelves, the space, which is named for its address, 837, features a three-story digital screen composed of 96 of Samsung’s 55-inch visual displays; a 90-seat theater; a portable demo kitchen; an art gallery; a multimedia studio; and a café. In it, Samsung will host events like film screenings, book launches, DJ sets, and, already on the schedule, an Oscars viewing party for Galaxy owners. “We didn’t want it to be a store,” Overton says. “We didn’t want it to be about pushing products in people’s faces.” Instead, he calls the building an “immersive cultural center.”

Given the location (across from the High Line and a block away from the Whitney Museum), they are surely paying a pretty penny for this massive space and all that foot traffic.

What I struggle with is their business model here. Seems like such vague plans for such premium space. And, as Loop reader Robert Davey notes, it’s certainly interesting that back in September, Apple showed off a prototype store with a giant screen and then Samsung rolls out their own version of the same, though Samsung’s version is codged together with 96 smaller screens.

Will this turn into a huge win for Samsung? Will it be shuttered by this time next year? Place your bets!