Samsung's branding space opened inside the company's US headquarters in New York's Meatpacking District. The facility is designed to convey Samsung's powerful contents in its software and communication. There are three levels, including the frst foor, second foor, and the basement. A multifunctional theater with a gigantic digital screen was placed in the center void. This theater can also be seen from the outside. It signals Samsung's brand to the passersby together with the event space that includes a recording booth, an exhibition space, and the product display space. The upper foor is designed for visitors to envision a life with Samsung. It is a space where they can freely handle and deepen their understanding on a life with Samsung products. The facility embodies Wonderwall's design concept of “MY BASE”: the center of urban life.