T-Mobile US (TMUS) said Monday it has collaborated with Samsung Electronics America to offer immersive in-store customer experiences in select T-Mobile outlets, with testing underway at some stores in New York City, Seattle, and other markets.

Samsung's latest Galaxy devices will be displayed using hologram technology from HYPERVSN at the stores, allowing shoppers to explore the devices and features before purchasing, the company said.

As the exclusive device launch partner, Samsung's newest Galaxy Z Fold7 and Galaxy Watch8 are chosen as the first products to be displayed as holograms in T-Mobile stores, the company said.

T-Mobile Advertising Solutions allows brands to circulate relevant ads to consumers in and around T-Mobile stores via its in-store Retail Media Network across over 10,000 T-Mobile and Metro stores. Together with Vistar, T-Ads also offers retailers with a range of solutions to develop their own in-store retail media network.

Shares of the company were down about 1.8% in recent Monday trading.

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