Samsung has opened the doors to what it’s touting as a “first-of-its-kind” public outlet right in the heart of New York City.

Located at 837 Washington Street in Manhattan’s Meatpacking district, Samsung 837 isn’t a retail store. The company says it is everything from a “cultural destination” to a “digital playground.”

Samsung 837

Above: Samsung 837

Image Credit: Samsung

You won’t be able to buy the latest smartphones from the three-floored building, but you will be able to get access to Samsung product experts for one-on-one advice, repairs, and workshops. You’ll also be treated to demos, presentations, art installations, and enjoy the latest in virtual reality (VR) goodness via the VR Tunnel, which will feature Samsung Gear VR units and theme-based demos around travel, sports, and more.

Samsung 837

Samsung-837_5_1

Samsung is no stranger to the household appliance market, either, and the new facility sports a kitchen area that showcases Samsung technology and features chef-led workshops.

Microsoft recently opened a new flagship store in New York in what some view as a growing push by tech companies to adopt an Apple-esque retail experience. While Samsung’s latest effort doesn’t exactly replicate that model, the company is clearly adopting a similar approach by letting anyone enter, play with the latest toys, tap expert advice, and get a glimpse into the future.

“We set out to build a marketing center of excellence,” explained Gregory Lee, president and CEO of Samsung Electronics America. “We immediately thought of New York City, where the best marketing happens and where people have a finger on the pulse of culture.”

As the new location resembles the company’s Korean D’light experience store in its native Seoul — which reopened last year — you can get a better idea of what to expect from Samsung 837 in this promo clip below.

Get more stories like this on TwitterFacebook