In a statement released to TWICE, the company said the Samsung Experience, which is a leased space, "has played an important role in helping to build awareness for the Samsung brand in the U.S."
Samsung said in a statement that one of the reasons for it being closed is the company's subsequent market share success, "in the U.S. as a premier electronics brand... [Samsung] enjoys leadership positions in the television, mobile, personal computing and home appliance markets. Samsung continually evaluates its marketing and advertising programs and after an extensive review, it has been decided that the Samsung Experience will close its doors on December, 31, 2011."
David Steel, strategy executive VP of Samsung Electronics North America, told TWICE, "The Samsung Experience has played a very good role" in establishing the Samsung brand in the U.S. "Hundreds of thousands of consumers have visited in the past seven years and it has been an important contributor to Samsung's success."
But given that success, the Samsung brand is now "in a far different place than it was in 2004," he noted. At the time CE retailers were concerned that the Experience would become a store and eventually become a chain of Samsung stores.
Over the years The Samsung Experience has hosted many Samsung press events, receptions for its Samsung Hope For Education and other charitable efforts, featuring such music stars as the Black Eyed Peas, John Legend and sports stars such as Eli Manning and Joe Torre, as well as Consumer Electronics Association events.