Sillas robotizadas Whiplash en Samsung Store El Corte Inglés Callao Madrid experiencia VR 4D
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The showcase that stops the world around you

Whiplash robotic chairs in the most iconic Samsung Experience Stores on the planet

From El Corte Inglés Callao to Samsung 837 New York — Whiplash robotic chairs with Samsung Gear VR transformed flagship stores into experience destinations. The VR showcase that generated queues before the doors even opened.

ECI Callao Madrid
Samsung 837 NYC
Galaxy Harajuku Tokio
Samsung KX Londres
5+
Samsung flagship stores equipped
1M+
Annual visitors at the stores
20ms
Motion-image sync latency
3
Simulators in the Callao showcase
Technology behind the showcase
Millimetric synchronization
Whiplash software reacts in less than 20 milliseconds to what the user sees in the Samsung Gear VR headset, eliminating motion sickness even during 360° rotations.
360° movement in a reduced space
The models installed in Callao allowed full rotations — something that in 2017 was absolutely cutting-edge for a public retail space.
Integrated Samsung hardware
Combination of Samsung Gear VR with Galaxy S7 and S8, leveraging their AMOLED screens to minimize motion blur and maximize immersion.
Experience in action

Discover the experience in first person

This is how visitors experience the Whiplash installation at Samsung sales points. An immersive experience that turns every visit into a memorable moment.

Samsung El Corte Inglés Callao
Immersive 4D experience
Thousands of visitors
Retail Flagship · Samsung Store El Corte Inglés · Madrid
Samsung Store · El Corte Inglés Callao
2016 – 2017
Samsung Store · El Corte Inglés Callao Whiplash VR simulador tienda
Callao & Preciados · Madrid, Spain

The Callao Showcase — From ephemeral 4D Studio to permanent installation

What began as a temporary 4D Studio at Plaza de Callao in March 2016 — with massive queues from day one — became a permanent installation inside the Samsung Store at El Corte Inglés by late 2017. Three simulators available: roller coaster (Whiplash/Pulsar), kayaking and hang gliding. Users remembered the experience as "incredible" and "out of this world", and the simulated G-forces surprised even the most skeptical.

Case highlights
Permanent installationGear VR + Galaxy S7/S83 simultaneous experiencesOrganic viral marketing
3
Simulators in the showcase
20ms
Synchronization latency
360°
Full in-store rotation

"You walk down Preciados, see the showcase with people screaming and laughing in the chairs, and it's impossible not to want to go in. It's the best marketing they could have."

User review, Samsung Store El Corte Inglés Callao, 2017
Flagship Experience · Samsung 837 · New York
Samsung 837
2019
Samsung 837 Whiplash VR simulador tienda
Washington St · New York, USA

Samsung 837 New York — The brand's most famous tech playground

Considered Samsung's most iconic flagship worldwide, Samsung 837 on Washington Street (New York) incorporated a 4D VR theater with rows of seats that tilt and vibrate. Users experienced everything from combat jet simulations — where the chair rotates 360° upside down — to virtual roller coasters and Olympic luge descents. Over one million annual visitors made it the global benchmark for VR in retail.

Case highlights
4D VR Theater360° flight simulationGlobal benchmark+1M visitors/year
1M+
Annual visitors
360°
Full upside-down rotation
100%
4D VR theater occupancy

"It's not just seeing an image; the chair launches, rotates and vibrates exactly when the video marks it. You feel that stomach-drop just like a real roller coaster."

4D VR theater visitor, Samsung 837 New York
Global Expansion · Tokyo · London · Dubai · Toronto
Galaxy Harajuku · Samsung KX · Dubai Mall
2018 – 2024
Galaxy Harajuku · Samsung KX · Dubai Mall Whiplash VR simulador tienda
Tokyo · London · Dubai · Toronto

International Expansion — Galaxy Harajuku, Samsung KX and Dubai Mall

The success model from Callao and NYC was replicated in the world's most exclusive flagships. Galaxy Harajuku (Tokyo, 6 floors) included its 4D Theater with kayak and winter sports simulators varying by season. Samsung KX at King's Cross (London, 1,800 m²) housed F1 simulators and VR gaming. The Dubai Mall deployed a high-intensity 4D theater with Oculus. In all cases, the Whiplash robotic chair was the centerpiece.

Case highlights
Galaxy Harajuku TokyoSamsung KX LondonDubai Mall 4D TheaterToronto Eaton Centre
5+
International flagship stores
4
Continents with installations
94%
User satisfaction post-experience

"Unlike other VR where you get sick because your eyes move but your body doesn't, here the Whiplash chair movement perfectly fools your brain. It's total immersion."

User, Galaxy Harajuku 4D Theater, Tokyo
Installation comparison

Flagship stores with Whiplash experience

From Madrid to Tokyo, Whiplash robotic chairs were at the heart of Samsung's 4D VR experiences worldwide.

CitySpaceMain experience
New YorkSamsung 8374D Theater · 360° flight simulator
TokyoGalaxy HarajukuKayak and extreme sports simulators
LondonSamsung KXF1 racing and VR simulator
DubaiDubai MallHigh-intensity 4D VR theater
MadridECI CallaoShowcase 3 simulators: MTB, kayaking, roller coaster
Why it works in retail

The simulator that
turns a store
into a destination

VR robotic chair · The attraction that generates organic traffic

In retail, the competition for passerby attention is fierce. A Whiplash robotic chair in the window doesn't need advertising — people seeing users scream are already inside. That was the secret of the Callao showcase and all the flagship stores that replicated it.

Window display effect
Seeing users react from the street creates irresistible curiosity. 80% of those who stop end up going in to try it.
Total sensory immersion
Physically synchronized movement with VR imagery creates an experience users don't forget — and share massively on social media.
Flexible configuration
From 1 chair to a theater with rows of seats. Adapts to available space without construction or complex installations.
Virally shareable content
User reactions are native content. An exterior screen showing what the user sees multiplies organic impact.
Silla robotizada Whiplash experiencia VR 4D en flagship store Samsung
Whiplash · Pulsar
The robotic chair that turns a store into a destination
Space formats

What type of space does it fit?

Flagship stores

Experience zones that turn the store into a destination and generate organic traffic from the street.

Innovation centers

Samsung 837, Galaxy Studios — brand spaces where experience goes beyond direct sales.

Shopping centers

Installations in high-traffic areas that act as magnets for the rest of the center.

Pop-up stores

High-impact temporary activations that generate media coverage and social media buzz.

Showcase areas

The Callao model: visible from the street, with users as the best advertising.

VIP and premium spaces

Private experience rooms for high-value clients, product presentations and press.

The simulator behind the success
Pulsar 360 VR simulador realidad virtual tiendas Samsung
Featured product

Pulsar 360° VR

The robotic VR chair that transformed the experience at Samsung Store. 360° rotation, 2 axes of movement and 20ms latency for total immersion.

360° rotation2-axis platform20ms latencyGear VR ready
View product sheetMore cases with Pulsar

Turn your space
into the neighborhood destination

VR robotic chairs for retail · Made in Barcelona

From a single unit for your storefront to a complete 4D VR theater. Tell us about your space and we'll propose the ideal configuration to turn your store into the one everyone wants to visit.

Request a Demo or Quote on WhatsAppView Pulsar tech sheet
FAQ

Frequently asked questions about the VR robotic chair in retail

Answers to the most common questions about space, autonomy, content and footfall for installations in stores and shopping centres.

The Whiplash robotic chair fits flagship stores, shopping centres, pop-up stores, shop windows visible from the street, brand innovation spaces and VIP lounges for premium customers. Samsung, El Corte Inglés and Dubai Mall are examples of spaces that have successfully integrated this experience.

A single chair needs approximately 3×3 metres. For a VR theatre set-up with several units we recommend an area of 6×4 metres or more, depending on the number of seats. It requires no building work or complex installations: just a standard power outlet and level flooring.

Yes. Once installed, the experience is fully autonomous: the user sits down, selects the VR content on a touch interface and the chair starts the synchronised motion automatically. For permanent installations we offer preventive maintenance contracts with scheduled visits.

We include a library of more than 50 experiences: roller coasters, flight, canoeing, extreme sports and racing simulators. We also develop bespoke content with the client's brand identity, as we did for Samsung with personalised experiences in each flagship store.

The shop-window effect is the main driver: seeing users scream, laugh and react from the street creates irresistible curiosity. At the Samsung Store in Callao, 80% of the people who stopped to watch ended up coming in to try the experience. It is organic marketing at no extra cost.

Absolutely. We offer customisation of the exterior wrapping, the experience selection interface, the VR content (including products or brand settings) and even the external screen that shows what the user sees in real time. Each Samsung flagship store had unique content adapted to its market.

For small spaces and shop windows we recommend the Pulsar 360° VR, which offers full rotation in a compact footprint. For VR theatres with several seats we suggest the Neural Ride X4, which lets 4 users enjoy the same synchronised experience at once. Both are approved for continuous commercial use.

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