Last week, Samsung opened their new showroom adjacent to the High Line at 837 Washington Street by Morris Adjmi Architects. The showroom is located in the newly renovated two story base building which served as a meat warehouse when it opened in 1938. Branded Samsung 837, the multistory space features the latest products and technologies from the companies various endeavors. In contrast to the techno minimalism of the Apple stores, Samsung's showroom employs an industrial luxury vibe. Steel structural members are exposed throughout, serving as columns or combining with wood slats and glass tiles at the ceilings. A grand marble staircase winds up to the second floor, a starkly luxurious material against the industrial backdrop. The embrace of the industrial aesthetic is a smart move but may not be as successfully executed in future locations where old warehouses are unavailable.
Above the showroom, the warped exoskeleton of the new four-story office addition will house Samsung's brand marketing team. Not just for visual flair, the warped tower's structure will also allow for more open office floor plates by reducing the amount of interior columns. Vegetation is also accommodated by the warped form through planters that occupy the space between the columns and the exterior window wall. Views to the nearby High Line and its trendy neighbors, the Standard Hotel and the Whitney Museum, will be available both in the office interiors and from the 7,000 square feet of outdoor terraces on the third floor and the roof. The project is pursuing a LEED Gold certification.
Architects: Morris Adjmi Architects; Developer: Taconic Investment Partners; Program: Offices, Retail; Location: New York, NY; Completion: 2014.