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Samsung is the latest megacorporation to announce a metaventure project, opting for Decentraland for its metaverse project. 

On Jan. 6, 2021, the consumer electronics giant announced the opening of a virtual replica of its iconic New York physical store in order to enhance customer interaction at a time when COVID-19 is keeping people away from physical shops.

The Samsung metaverse store is a replica of a real-world shop situated at 837 Washington Street in New York City’s Meatpacking District in Manhattan. The Samsung 837X shop will now be accessible on the metaverse for a limited time. The company claims that it is one of the largest brand land takeovers in Decentraland, a blockchain-powered metaverse.

Customers must first enter Decentraland using a web browser to access the store. After logging in, their avatar will be sent outside Samsung’s metaverse structure. When the avatar enters the lobby, a virtual guide will lead the avatar to one of three interior rooms: sustainability, customization and connection.

Related: Blockchain and the metaverse make inroads at Consumer Electronics Show

The Samsung 837X store will feature “Connectivity Theater and Sustainability Forest” as well as a musical event at the “Customization Stage,” according to Samsung.

The South Korean technology giant recently announced the release of a new smart TV range with an integrated NFT platform. Micro LED, Neo QLED, and The Frame are just a few of Samsung’s 2022 smart TVs that will have an NFT Platform app for discovering, purchasing and trading digital art.