Where Innovation Meets Industry: How Samsung’s European Display Showroom Turns Concepts Into Reality
Across the globe, Samsung’s professional display showrooms serve as launchpads for business innovation. Each space is designed to meet local market needs, fostering collaboration between clients and Samsung experts. Building on the story of Samsung’s Connected Experience Center in Irvine, California, the Frankfurt showroom provides a distinctly pan-European platform where ideas are tested, and Samsung’s vision of innovating displays beyond boundaries becomes reality.
Since opening in 2018, Samsung’s Showcase & Training Centre in Frankfurt (the Frankfurt showroom) has played a central role in the region’s B2B strategy. What began as a space focused on LED technology has evolved into a full-scale engagement hub that highlights Samsung’s latest innovations — from The Wall and Cinema LED Onyx to Color E-Paper, Spatial Signage, various AI solutions, and VXT — the company’s cloud-native CMS for digital signage.
At the showroom, clients are guided through immersive demonstrations that go beyond product features. The space allows decision-makers to see real-world solutions in action, align stakeholders, and move quickly from idea to execution. Samsung Newsroom spoke with four members of the European business to learn more about the company’s professional display business.
From Showcase to Ecosystem: A Strategic Hub for European Display
The showroom has transformed into a working strategy lab where Samsung presents not just products, but integrated ecosystems. The evolution happened as clients are increasingly interested in platform compatibility, wireless sharing, and end-to-end security. Now with Samsung’s VXT solution, for example, visitors can see firsthand how digital signage content is scheduled, distributed, and monitored seamlessly.
“Clients rarely come in looking for a single screen,” said Joachim Wieczorek, Head of LED Sales. “They want confidence in a solution — and that means seeing how the technology works, how it fits into their environment, and how it’s supported long-term.”
Another trend is that clients increasingly want to understand Samsung’s broader ecosystem and its security model — especially in corporate and public sector environments. “When it comes to sensitive data or high-security environments, that control matters,” Wieczorek said. “We often hear from clients that they want fewer third parties involved — and the showroom gives them a chance to see how our full stack works together.
This approach has reshaped client engagements. Materna, a German IT and service management firm, initially came to view a single LED wall. After experiencing the full ecosystem, the team found opportunities to leverage a solution, rather than a single product, to increase business operation value. Materna left with a comprehensive vision that included LED, LCD, and Samsung VXT — an integrated solution that demonstrated the value of end-to-end collaboration with Samsung.
“The focus is no longer on resolution or price — it becomes about performance, scalability, and the confidence that Samsung can deliver,” Wieczorek added.
Toyota Motor also turned to the Frankfurt showroom to explore a unified digital transformation across its dealership network. The visit repositioned Samsung from vendor to strategic partner, demonstrating capabilities in standardization, streamlined procurement, and scalability across regions.
For AEG, one of Germany’s largest live entertainment groups, an initial meeting about Berlin’s Uber Arena expanded into a larger partnership, eventually leading to installations at Hamburg’s Barclays Arena and a broader marketing collaboration. “That visit was a turning point,” said Anna Mindnich, Head of B2B Marketing CE. “It helped us build trust and ultimately grow the relationship into something much bigger.
