On Thursday, Samsung will open its first Bay Area Samsung Experience Store in the heart of Silicon Valley. This fourth US store will be an "everything" hub to tie in customer service and tech support with Samsung's vast empire of gadgets as the world's biggest phone and TV maker.
The new Samsung retail store location at the Stanford Shopping Center in Palo Alto, California, is only about 15 miles from Apple's headquarters in Cupertino.
Customers will be able to get tech support from onsite experts and get broken devices fixed.
The new store showcases smart home devices, laptops, tablets, watches and phones, as well as all kinds of gadget accessories.
"We created Samsung Experience Stores to give Galaxy fans more of what they love -- the chance to experience our latest technologies in-person, with engaging product interactions and personalized care services," Samsung said in a November blog post.
There's one Samsung device that won't be on tables for shoppers to play with: the Galaxy Fold. Samsung's first foldable, which starts at $1,980, will be housed in a display at the front of the store.
The Galaxy Fold is safely housed in a glass case at the Palo Alto store. Sales associates also have models they can show to shoppers.