In Decentraland, Samsung has built a virtual replica of its famous New York City location. The company is calling it Samsung 837X, and it will be open for a limited time. The virtual building will feature walkthrough tours of the physical location, along with NFT rewards for unlocking quests.

In a blog post, Decentraland declared that “Samsung 837X is one of our largest property takeovers ever” and will last from 12:01 a.m. PST on Thursday until 11:59 p.m PDT on Sunday.

The Samsung 837X, as it's called, will be open for a brief period and is one of metaverse platform history' largest brand land takeovers. Users will be able to virtually tour the Samsung 837 structure, from its exterior to its cutting-edge interior.

The immersive experience begins on the ground floor, where visitors are greeted by a virtual version of the New York City store’s famous glass cube. The first floor contains interactive displays that allow users to design their own TV or take photos with Samsung products. The second floor features Samsung’s product line, including smartphones and smart TVs.

The immersive experience culminates in a mixed reality dance party with music, lighting, and choreographed dancers that is hosted by the brand’s virtual spokespeople.

Samsung is also holding a contest that will award users who unlock quests and earn NFT point the following:

  • Exclusive Samsung 837X branded gear designed by fashion influencer Jasmine Sanders.
  • A Decentraland Mansion with tickets to Virtual Reality live performances in NYC or LA, including concerts from Jhené Aiko and Black Coffee.
  • Samsung 837X-branded swag packs with gear that can be used in Decentraland or redeemed for real-world products.The Samsung 837X is one of the biggest brand land takeovers in Decentraland's history, and users can virtually visit the real Samsung 837 building.