Samsung 837 NYC Launch

Samsung (837 NYC)
In 2014, Samsung began developing its flagship space
in New York City. As construction efforts kicked off,
Samsung reached out to my partners and I to develop the
space’s brand strategy and on-site installation.

Objective

Build out a comprehensive strategy that maps and justifies the
Samsung flagship space’s reason for being. The strategy should
cover macro themes, goals, and objectives while also detailing
specifics (e.g. hiring practices, collaboration guidelines, etc.).

Solution

I brought on another strategist and a graphic designer to
collaborate with me on pulling this extensive document together.
We spent three months with Samsung’s senior management
team, learning more about their objectives and intentions for the
space. Throughout our research, it became increasingly clear
that this space needed to prioritize immersive brand experience
over point-of-sale retail.

1. The opportunity was ripe for Samsung to begin
communicating its brand values to an audience that lacked
familiarity with what the company represents. Our belief was
that immersing attendees in Samsung’s product ecosystem
would demonstrate their commitment to innovation in a way
that hadn’t been expressed before.

2. We could leverage Samsung’s distribution network and
supply chain to fulfill digital/online sales made at the space.
This would eliminate the need for on-site inventory, allowing
us to maximize the square footage dedicated to product and
brand experiences.

Ultimately, we were able to create alignment at Samsung; 837
NYC is open in Manhattan today as a brand experience space.
Customers are able to come in and understand how Samsung’s
entire product ecosystem works, as well as how the brand
participates in New York’s culture.