Samsung is turning its Frankfurt display showroom into a strategic weapon for European B2B sales. Since 2018, the facility has evolved from a simple LED showcase into a full ecosystem demonstration hub, helping major clients like Toyota and AEG move from single purchases to comprehensive digital transformations across their operations.
Samsung's Frankfurt showroom isn't just displaying technology - it's rewriting the rules of B2B sales in Europe. What started as a simple LED showcase in 2018 has morphed into a strategic hub that's turning vendor meetings into multimillion-dollar partnerships.
The transformation reflects a fundamental shift in how enterprises buy display technology. "Clients rarely come in looking for a single screen," Joachim Wieczorek, Head of LED Sales, tells visitors during tours of the facility. "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."
That approach is paying off in major wins. Toyota initially visited to explore digital transformation for its dealership network but left with a comprehensive partnership spanning 23,000 Samsung Smart Signage displays across 1,250 dealerships in 40 countries. The showroom visit repositioned Samsung from vendor to strategic partner, demonstrating standardization capabilities and scalability across regions.
AEG, one of Germany's largest live entertainment groups, followed a similar trajectory. What began as discussions about Berlin's Uber Arena expanded into installations at Hamburg's Barclays Arena and 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."
The secret lies in Samsung's ecosystem approach. The showroom now showcases integrated solutions including The Wall modular MICRO LED displays, Cinema LED Onyx for entertainment venues, and VXT - Samsung's cloud-native content management system for digital signage. Visitors can experience how content gets scheduled, distributed, and monitored seamlessly across platforms.
"When it comes to sensitive data or high-security environments, that control matters," Wieczorek explains. "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 resonates particularly with corporate and public sector clients focused on end-to-end security.
