By Sunny Dhillon | TechCrunch |
“$43 million and the only thing you can buy in it is a coffee.”
So said Samsung’s Senior Director of Store Development Michael Koch about the company’s flagship Manhattan “popup”—Samsung 837—though “popup” is an understated description for a 56,000 square-foot cavern with interactive art, virtual reality, lounge areas, a recording studio, and a three-story 96-screen display wall. The most shocking thing about it isn’t what’s there, but what Koch, who led the project, says about the place:
“I don’t want you to buy anything in it.”
This may seem antithetical to the purpose of a “store,” but it captures a critical understanding – experience is the core to the future of commerce.
So what is experiential commerce, and what does it look like?
Read more at TechCrunch.