Samsung and Nordstrom ‘Un-stores’ Encourage Exploration and Interaction

Two shoppers trying out virtual reality headsets.

To envision a store without products is not so far-fetched of an idea as one might think. In fact, shoppers this holiday season may encounter some “un-stores” that bring immersive experience to the forefront of shopping.

Take for instance, Samsung’s 837 store in New York—a three-story showroom where cutting-edge technology such as a screen-covered virtual reality tunnel, touchscreen-enabled refrigerators and more cover 56,000 square feet. Interaction is king and shoppers will not walk away with bags of goodies. Instead, consumers can test drive products or attend training on product knowledge. It strives for the intangible result says Michael Koch, Samsung’s senior director of store development, who adds, “At 837, you can spend as much time as you like.” Questions are encouraged, and so is exploration.

Nordstrom, too, launched its own “un-store” in October in Los Angeles’ West Hollywood district. Significantly smaller than a traditional Nordstrom store, Nordstrom Local is a 3,000-square-foot service-driven space that features a styling suite and eight dressing rooms. Like Samsung’s 837 store, Nordstrom Local does not carry inventory. Read more here.

Photo Credit: Quartz

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