BIG events are a dime a dozen in New York.
But somehow Samsung's unveiling a new phone in the Hammerstein Ballroom, in the shadow of the Empire State Building, still managed to create a buzz in the city.
At Samsung's annual Unpacked event the Korean company announced their new Galaxy Note7 - the latest "phablet" from the company that invented them.
In the countdown to the event hundreds of journalists from across the world descended on the historic ballroom.
After an hour long show detailing the phone and upgraded virtual reality headset those hundreds were invited on stage to use the phone.
The throng, some of whom had been given an early view of the devices, crowded on stage to use the phone.
Samsung showed off the phone's ability to work underwater, how they are using the phone and VR kits to build experiences for theme parks like the Six Flags chain.
As for the phone itself? It could be one of the best smartphones ever made.
By curving the sides of the Note, Samsung has managed to turn the massive phone into something you can use with one hand.
The Note7 also includes top of the line camera from the smaller Galaxy S7, doubles the storage capacity to 64GB and adds support for microSD cards up to 256GB.
The Note range has previously targeted power users and professionals - but Samsung is trying to attract users who want a bigger screen for video and gaming.
The Note's S Pen stylus has also been upgraded with twice the pressure sensitivity and the ability to take notes on the phone's always-on-display without having to unlock the screen.
The phone and the stylus are both water resistant and dust resistant to an IP68 standard. That means they can, either together or separately, survive a 150cm dunk for up to half an hour.
On the ballroom floor Samsung staff showed how the S Pen would draw on the Note7 even as both were completely submerged.
Even though you're probably never going to be using the phone like that it means you'll be able to use the phone after the screen has got damp.
The Note7 will be released in Australia on August 19.
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