wonderwall designs samsung's multifunctional US headquarters in new york

located inside the new york’s meatpacking district is he samsung US headquarters. completed in 2016 by wonderwall /masamichi katayama, the space aims to provide a series of interactive settings in which to educate customers on their selection of products. at the heart of the building is the multifunctional theater with a gigantic digital screen which can also be seen from outside.

the headquarters includes three levels, including the first floor, second floor, and the basement. the general aim of the theater -which takes center stage within the interior -was to invite passersbys into the store. also included in this area is an exhibition space and product display unit. the upper floor is designed for visitors to envision a life with samsung. it is a space where they can freely handle and deepen their understanding on a life with samsung products.

wonderwall based the overall concept of the store on the phrase ‘my base’ – a term which intends to express the idea of a center hub within urban life.

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