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Samsung to open experiential stores in malls

Samsung is moving deeper into retail.

The world's biggest cell phone and TV maker will open three “Samsung Experience” stores on February 20, the same day it releases an addition to its signature Galaxy line. The locations include The Americana at Brand in Los Angeles, Roosevelt Field on Long Island in Garden City, N.Y., and The Galleria in Houston.

The stores will be Samsung’s first freestanding retail spaces that sell product. In 2016, the company opened Samsung 837 in downtown Manhattan. The location immerses customers in the brand and showcases demonstrations of Samsung's various products but it does not sell merchandise.

The new stores will be designed to allow visitors to experience the next generation of Samsung technology, the company said. People will be able to interact with eye-popping 4D VR and go head-to-head with their friends in an immersive 4K gaming lounge. They’ll also get see Samsung’s latest 8K televisions and create their own AR emoji.

In addition, customers will be able to:

• Learn about and purchase the brand’s newest products—from Galaxy smartphones, tablets and wearables, to TVs and SmartThings devices;

• Get hands-on with new products and receive in-person demos from Samsung experts; and

• Receive customer support and assistance, including walk-in repair for their mobile device.

“Our new Samsung Experience Stores are spaces to experience and see Samsung technology brought to life, to empower people to do what they never thought was possible before” said YH Eom, president & CEO, Samsung Electronics America. “We want to build a ‘playground’ for Samsung fans — a place to learn about and try out all of the amazing new products we have to offer.”

Also, starting in March, Samsung will take its act on the road, embarking on a pop-up tour.
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