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Christmas Gift Guide

Samsung 837

Numbered name

Two-story screen

Smartphone cameras compared

Galaxy S7 vs. iPhone 6S camera

The living room

The smart kitchen

The Concierge

VR Tunnel

Gear 360 virtual reality camera

Galaxy S7 and S7 Edge

The S7 pitch

S7 Edge

Virtual rollercoaster ride

Located at 837 Washington in New York's Meatpacking District, Samsung's 837 is part interactive product showroom, part Samsung help center. You can't buy any Samsung products here, but you can get your cracked phone screen replaced. It's also a cultural venue and party space that reflects the trendy neighborhood.

The upper floors of the building house Samsung's North American marketing team.

Caption by / Photo by Thor Equities

The 55,000 square-foot space doesn't have a name. It's just an address, it's that cool.

Caption by / Photo by David Carnoy/CNET

At the center of the space is "The Screen." It's two stories tall with a tiered seating area and a small stage where music can be performed. Take a selfie in the Galaxy S7 photo booth and your face appears on The Screen, composed by random Instagram photos from around the world.

Caption by / Photo by David Carnoy/CNET

A different kind of photo booth takes photos using different smartphones. You can select two smartphones to shoot at the same time and have the side-by-side images sent to your email address.

Caption by / Photo by David Carnoy/CNET

Well, it appears that the Galaxy S7 takes a better picture than the iPhone 6S -- at least in this test scenario.

Caption by / Photo by David Carnoy/CNET

The living room zone on the third floor.

Caption by / Photo by David Carnoy/CNET

Needless to say, Samsung's kitchen zone features its new $5,000 Family Hub smart refrigerator.

Caption by / Photo by David Carnoy/CNET

In the Concierge area, Samsung's version of Apple's Genius Bar, you'll be able to ask questions about your Samsung device and have your screen repaired if it's damaged. Unlike a Genius Bar, you can have a beverage and snack from the coffee bar while you wait.

Caption by / Photo by David Carnoy/CNET

Samsung will feature various artists in its art exhibition space. The first installation, the mirrored VR Tunnel, was put together by Black Egg & Kenzo Digital.

Caption by / Photo by David Carnoy/CNET

Samsung was showing off the Gear 360, the company's new virtual-reality camera, which goes on sale later this year.

Caption by / Photo by David Carnoy/CNET

Samsung's new phones, the Galaxy S7 and S7 Edge, were available to try out.

Caption by / Photo by David Carnoy/CNET

A Samsung rep gave a quick rundown of the new gadgets.

Caption by / Photo by David Carnoy/CNET

You didn't have to go to Barcelona to see the new S7 Edge. If it breaks, you'll be able to get it repaired here at 837.

Caption by / Photo by David Carnoy/CNET

Strap yourself in for a virtual ride on Six Flag's Tatsu rollercoaster using the Gear VR headset. You can't tell from the picture, but the seats tilt and shake to add to the experience.

Caption by / Photo by David Carnoy/CNET
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