Samsung 837 Reopens With a Fresh Look That Focuses on the Smart Home

Samsung’s been on a tear when it comes to releasing new products this year. Back at CES—the annual Consumer Electronics Show—its home entertainment line was upgraded, then came the Galaxy S23 family of smartphones and Galaxy Book laptops and most recently more information on its latest OLED.

All of these are up for order online with some pretty epic discounts or trade-in promotions, but what better way to celebrate these product drops than with a place to check them out?

Just yesterday, Samsung 837 reopened in NYC and this massive space is more than just an experience center. It now sells products in-store and is a pickup location for online orders—talk about immediate gratification—but they’ve also created a smart home to experience.

We got the chance to check it out early and speak with Matthew Dean, SVP of Direct-to-Consumer Division at Samsung Electronics America, to unpack the changes.

Sharpening the Eye on Samsung’s SmartThings

You likely know Samsung and you may even own a device or two. Dean shared that over 20% of the US population has a Samsung product in their house, so the odds are pretty favorable.

Potentially, it’s a QLED TV or The Frame which looks like a piece of art when it is turned off. Or you could be using a Galaxy smartphone or storing food in a Samsung refrigerator.

But what you might not know is that these all integrate with each other for enhanced functionality. Samsung’s own SmartThings platform is their ecosystem for the connected home and it does integrate with the Matter standard that has been adopted by Apple, Amazon and Google among others, but it’s also a web for all of these Samsung devices.

Within 837 when you head upstairs, you’re greeted with a Ring Doorbell that can notify you on your Samsung TV, Family Hub Refrigerator or your Galaxy smartphone when someone is at the door. The video doorbell isn’t made by Samsung, but it does integrate with SmartThings. And yes, the Family Hub Refrigerator does feature a sizable vertical TV on the front.

With that you might use it to leave notes to family members or to use the cameras to see what is left inside. Dean expanded that the refrigerator can also “control the lighting, or if somebody rings your doorbell, you can see it on the display on your refrigerator.”

The space is designed to show the functionality of the smart home and potentially unlock some new functionality in a device you might have, or one you might be considering. Dean noted that “you can see technology working in every room in your house.” It’s not just turning on your TV from a phone, but there are new affordances that come from engaging with the smart home features.

Dean expanded further by noting that it’s showcasing the smart home within a mainstream way of living, not some kind of Jetsons one. You can walk through the space and explore different common rooms in a house like a kitchen, a living room, a gym, a bedroom and even a kids room.

All of the expected Samsung devices are on display here like The Frame, a monstrous Neo QLED TV, The Freestyle and the latest Galaxy smartphones. But it’s also a place to see some of the more lifestyle focused products like The Serif. It’s a QLED TV that lives on a unique easel stand that has detachable legs so you can have it standing in the corner of a room, or pick it up and place it on a table. It is self-standing complete thanks to flat sides all around. Best of all the top acts as a shelf. 

You’ll also see the latest from Samsung and one of the more exciting additions was the SmartThings Station. Available for $59.99 in either black or white, this compact square can sit on any surface and is two-fold. It’s a wireless charger that is capable of fast charging a Galaxy smartphone like the Z Flip 4 or Galaxy S23 Ultra, but it can also power your smart home.

Via built-in connectivity inside it can help you get additional devices online, but you can also trigger an action when you place a phone to charge or by pressing the built-in buttons. Samsung had Ryan Merriman on hand to show off the technology. Disney Channel Original Movie fans will know that he is in fact the kid from the 1999 film Smart House.

In one example he’s getting ready for bed, places his Galaxy S23 Ultra down, the lights dim, the TV turns on—sadly it didn’t play Smart House or Luck Of The Irish—and the blinds are automatically lowered. It’s a tangible example of a really handy smart home automation.

We’re wrapping up testing right now for the SmartThings Station, but it’s safe to say that it is an excellent pairing that comes together for a highly functional gadget. It’s available for purchase online from Samsung now.

In comparison to other retailers, Samsung’s mini showroom-esque feel for 837 does accomplish something unique. Especially in the world of the smart home where visuals can really come in handy, the store will be a great place to get a feel for how Samsung’s ecosystem works.

Since Samsung 837 will be an actual store where you can buy products, it will also be an active part of the tech brand’s Discover Samsung events. Furthermore, we can confirm that the next week-long deals event will be arriving on March 20, 2023.

For those who want immediate gratification and are in the NYC area, you’ll be able to select 837 for pickup or just visit the store. Everyone can rest easy though as you can score all the deals online as well.

Prices are accurate and items in stock at time of publishing.