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Electronics giant Samsung has set its eyes on the metaverse, and has partnered with Decentraland to open a store in its Ethereum-based platform, the company said in a press release on 6 January.

According to the announcement, the virtual “Samsung 837X” store will be a digital version of its real world iconic store located at 837 Washington Street in New York City’s Meatpacking District, Manhattan. While the store will be opened on Decentraland only for a limited time, Samsung will continue to look for new platforms on which to “bring the Samsung 837X experience to more people”. The senior vice president of corporate marketing and communications at Samsung America, Michelle Crossan-Matos, said in a statement:

“The metaverse empowers us to transcend physical and spatial limits to create unique virtual experiences that could not happen otherwise. Innovation is in our DNA, and we can’t wait for you all to experience this burgeoning virtual world.”

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Considered one of the largest brand land takeovers in Decentraland, the 837X store will feature a virtual guide that will lead visitors’ avatar to one of three “rooms”, representing sustainability, customization, and connection. The “Connectivity Theater”, for example, will allow guests to learn more about the “powerful experiences” that come from the seamless Samsung connectivity and customized solutions.

The “Sustainability Forest”, on the other hand, will allow visitors to have a “mythical experience” through millions of digital trees. Finally, the “Customization Stage” will invite guests to experience a mixed reality live dance party hosted from the physical Samsung 837 store by producer and DJ Gamma Vibes.

This is not the first time the two companies have interacted with each other. Back in July 2020, Decentraland partnered with Samsung to allow its users to store their NFTs on the Samsung Blockchain Keystore. Earlier this week, Samsung also revealed its support for NFTs by announcing three TV models that will feature an integrated NFT discovery platform.

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