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For Dyson, the ability to demonstrate product performance is important, as the brand commands a premium price based on engineering. “The shop is an opportunity to prove to people that it really does work,” company founder and inventor James Dyson said in New York last month.

“In order for people to understand how our technology works, it is imperative they have the opportunity to test and experience our products. This space is designed with that in mind. There isn’t another place in the world that captures Dyson – our spirit and our machines – like the Dyson Demo. It’s quite exciting to be opening in New York City, bringing hair science and purified air to Fifth Avenue,” says James Dyson, Chief Engineer and Chairman.

By rejecting the traditional sales-based model for one that focuses on customer engagement, product education and services, the shopping experience becomes less about the bottom line, and more about top-line brand engagement and loyalty-building.

“It’s more about that intangible result,” says Michael Koch, Samsung’s senior director of store development, who first referenced the un-store concept during his closing keynote presentation at the International Retail Design Conference in New Orleans last September. Samsung 837 is designed to be a comfortable environment where consumers can relax without pressure from a sales associates. They’re free to spend time learning about products and interacting with them, which in turn boosts their connection to and understanding of the brand.

Whether those visits were to see Gwen Stefani perform, attend a cooking demo or snap a photo at the Selfie Station, those interactions can give the retailer more valuable information than money can buy. Store visit data can determine if a particular campaign is working, or gauge levels of interest in a one product over another.

“At 837, you can spend as much time as you like,” Koch says. “I don’t care when you leave. I don’t care how many questions you ask. I don’t care if you sit there all day on that phone or on that tablet. Mess with that refrigerator all day long until you’re happy with it. The data that comes from that particular interaction…you can’t quantify just how much information we’ve been receiving from it.”

“We’re constantly listening and evolving with our customers,” says Shea Jensen, Nordstrom’s senior VP of customer experience. “

For example, we know that driving in LA traffic can be challenging and can often take customers a long time to get to one of our stores, even if it’s a few miles away.” While Jensen says there are no current plans to open more locations, the hope is that the store will provide a convenient, central hub to better serve its West Hollywood customers.