Techies and average Apple users alike enjoy the beauty and architecture of many of the Apple store locations. However, just as its biggest rival continues to come out with new and competitive tech, Samsung is also creating its own unique location dubbed a “Cultural Hub.”

Located in the heart of New York’s Meatpacking District, Samsung’s new store is located in a multi-story building called Samsung 837, right across the street from a busy elevated park and high-end fashion shops. However, it’s not technically a store since nothing is for sale onsite.

However, there will be plenty of new tech on display since Samsung 837 is meant to be a cultural epicenter and digital playground for the public. In fact, there’s even an auditorium with a stage for events like lectures and concerts. Even more impressive is the digital screen behind the stage that’s made of 96 55-inch displays.

Between an art gallery, a demonstrative connected living room, and a full kitchen for classes and demonstrations, Samsung’s new Manhattan location is sure to be a hit.