Samsung on Tuesday opened a “digital playground” in the heart of New York City’s Meatpacking District that will allow the public to sample some of the company’s latest technology and services.

Dubbed Samsung 837 after the facility’s building number, the new center gives customers access to Samsung Techies for one-on-one service for Samsung owners, Samsung Guides leading workshops on how to get the most out of Samsung products, and a “Living Room” where guests can sample Samsung technology hands-on.

“Reimagining the traditional store experience, 837 is a fully immersive cultural center, featuring programming which will tap into people’s passions such as art, music, entertainment, sports, wellness, culinary, technology and fashion, all powered and enriched by technology,” said Zach Overton, Vice President and General Manager of Samsung 837. 

The three-floor facility also includes a screening room with a giant digital screen, a gallery filled with technology-based art installations, a virtual reality tunnel, a radio and DJ music studio, a kitchen with chef demonstrations, a family-friendly playroom where guests can create customized phone cases, a café, and an executive briefing center for B2B customers.

Among the items on display at the facility are the Samsung Galaxy S7 and S7 edge, which customers can handle before placing a preorder with one of the wireless providers carrying the device.

The Samsung S7 and S7 edge will ship on March 11.