Samsung just opened a massive 7,500-square-foot Connected Experience Center in Irvine, California, designed specifically for B2B clients looking to deploy professional display solutions. The facility showcases everything from 0.9mm COB LED walls to virtual production technology, with hands-on demos that have already converted simple display comparisons into multi-million-dollar installations across seven conference rooms and security operations centers.
Samsung is betting big on enterprise display experiences. The company's new Connected Experience Center in Irvine, California represents a fundamental shift in how B2B tech sales happen - moving from spec sheets and PowerPoints to immersive, hands-on discovery sessions that turn skeptical buyers into believers.
The 7,500-square-foot facility isn't just another showroom. It's a conversion machine. "You can't always explain with words what must be experienced with eyes," says Lupe Verdin, Samsung's B2B Visual Display CAD Liaison, describing how clients regularly expand their projects after seeing displays in person. One recent visitor came to compare a 98-inch display but left planning seven LED walls for conference rooms, showrooms, and security operations.
What's driving these expansions is Samsung's 0.9mm COB (Chip On Board) LED technology. When clients upload their own content and see it rendered on these ultra-fine-pitch displays, the business case becomes obvious. "Seeing the technology in person helps realize how advanced displays can transform spaces and user experiences," Verdin explains.
The timing couldn't be better. Enterprise display spending is surging as companies rethink physical spaces post-pandemic. Samsung's approach differs from competitors by offering the full portfolio under one roof - indoor, outdoor, and specialty LED solutions side by side. "Other showrooms don't offer the same breadth of technology," according to Samsung staff.
But the real innovation isn't in the hardware - it's in the integrated platforms. The SmartThings Pro demonstration zone shows hospitality, retail, and cruise line clients how AI-driven automation creates seamless guest experiences. Automatic check-in, adaptive lighting, climate control, and personalized streaming all run through a single platform that most guests never see.
"Efficiency and guest satisfaction don't have to be trade-offs," says Noor Armar, Solution Enablement Manager at Samsung's North America Display Office. "Our role is to help clients understand the value of integrated platforms, even when the underlying technology is invisible to guests."
The facility also caters to Hollywood's expansion beyond traditional studios. The , developed with Vu Technologies, combines Samsung's premium LED displays with real-time content platforms. This plug-and-play system democratizes virtual production for corporate, academic, government, and sports applications.
