Creating effective visual displays for businesses is a complex task. These displays not only set the ambiance but also facilitate interaction within physical spaces. However, given the unique needs of each business, finding the best solutions from an overwhelming array of options can be daunting. Samsung is addressing this challenge with its professional display showrooms located worldwide. These showrooms provide business owners and managers access to Samsung’s extensive range of advanced display solutions, along with expert guidance in designing experiences around them.
The Samsung Connected Experience Center in Irvine, California
One standout facility is the Samsung Connected Experience Center (CEC) in Irvine, California. Spanning 7,500 square feet, this center serves as a platform for discovering and transforming businesses. Here, clients collaborate closely with Samsung experts to turn their visions into strategic plans and subsequently into real-world applications. The core mission of the CEC is to understand each client’s specific needs and deliver solutions that enhance business impact. Sectors such as hospitality, entertainment, retail, education, and government partner with Samsung to develop strategies that are future-ready and capable of unlocking new opportunities.
The LED demo zone at CEC Irvine
Discovering Display: Where Technology Becomes Tangible
According to Lupe Verdin, who serves as a B2B Visual Display CAD (Consultant, Architect, Designer) Liaison, the CEC is a place where technology becomes a reality. She explains, "Some things can’t be fully described with words and need to be experienced visually. From the moment clients step in, they embark on a comprehensive, hands-on journey showcasing what our technology can offer. The unmatched picture quality and service quickly become evident and are difficult to find elsewhere."
Lupe Verdin in a CEC Irvine showroom
A recent client visit illustrates the power of this immersive experience. Initially, the client visited to evaluate a 98-inch display. However, the visit soon expanded into a more extensive plan, including seven LED walls for various applications such as conference rooms, showrooms, and a security operations center. Witnessing their own images and videos displayed on Samsung’s advanced displays, particularly the 0.9mm COB (Chip On Board) LED, allowed clients to identify new opportunities. Experiencing the technology firsthand showcased how advanced displays could transform spaces and enhance user experiences.
Multiple LED Formats with Varying Pixel Pitches on Display at CEC Irvine
A key feature of the CEC is its ability to present Samsung’s entire portfolio in one location. Clients can evaluate indoor, outdoor, and specialty LED solutions side by side, providing a realistic preview of how their content will appear on Samsung’s displays. This breadth of technology is rare in other showrooms.
Optimizing Business Value: Where Challenges Meet Solutions
Noor Armar in the hospitality demo zone at CEC Irvine
Noor Armar, the Solution Enablement Manager at Samsung’s North America Display Office, describes the CEC as a place where business challenges are addressed in real time. The center offers a low-risk, immersive setting for testing ideas, exploring trends, and co-designing solutions that align with strategic goals.
Armar states, "The Irvine CEC is an excellent place for live demonstrations on how our display solutions can be customized to meet clients’ needs, adding significant value to their businesses. Witnessing the belief in our customers’ eyes after they experience our products firsthand is incredibly rewarding."
Hospitality zone at CEC Irvine features a SmartThings Pro demo
For instance, the SmartThings Pro showcase allows clients in hospitality, retail, and cruise lines to explore new guest experiences and operational models. By leveraging data aggregation and AI-driven automation, SmartThings Pro facilitates seamless, personalized guest experiences, such as automatic check-in, adaptive lighting, climate control, and tailored streaming, all managed through a single, integrated platform.
Armar explains, "Efficiency and guest satisfaction need not be mutually exclusive. Our goal is to help clients appreciate the value of integrated platforms, even when the underlying technology remains invisible to guests."
The CEC in Irvine features a new 5-meter Onyx Cinema LED screen, unveiled July 2025
The CEC also serves as a resource for creative, marketing, and technical teams. Clients can experience firsthand the capabilities of the latest Onyx Cinema LED or test virtual production workflows with the Vu One Mini to explore new storytelling possibilities, all using their own content. These hands-on experiences enable creative and technical buyers to evaluate technology before making decisions.
The Vu One Mini, developed in collaboration with Vu Technologies, combines Samsung’s premium LED displays with Vu’s real-time content platform. This plug-and-play system is designed for ease of use and mobility, making professional-grade virtual production scalable and practical.
Chris Simpson at CEC Irvine
Chris Simpson, Senior Business Development Manager for Virtual Production & Cinema at Samsung Electronics America, comments, "Most organizations don’t have access to Hollywood sound stages. However, with the right software and a portable LED solution, we can bring that same creative power into various environments, whether corporate, academic, governmental, or sports-related."
More Than a Showcase: Where Meetings Become Milestones
These collaborative, hands-on experiences are not just theoretical exercises; they translate into tangible, real-world impacts for clients of all sizes.
The Wall at Hyundai America Technical Center in Michigan
At the Hyundai America Technical Center in Michigan, Hyundai collaborated with Samsung to revamp their lobby and workspace. The result was a stunning installation of The Wall, Samsung’s modular MicroLED display, serving as the visual centerpiece of their North American headquarters. Experiencing and configuring The Wall at the CEC allowed Hyundai to align its design vision with technical requirements, streamlining decision-making and minimizing execution risks.
‘The Wall for Luxury Living’ installed at a Trubey’s Regency Theatre, the private home cinema of Phil Trubey
The CEC also supports individual clients. Phil Trubey, an entrepreneur and homeowner, began his journey of building a luxury private cinema with a visit to the Irvine CEC. Experiencing The Wall firsthand provided him with the confidence to invest in a premium solution tailored to his space and lifestyle. Trubey noted, "The Wall is so bright we usually don’t even use the full intensity of the screen."
CEC Irvine staff focus on understanding each client’s needs and delivering solutions that maximize business impact.
These examples highlight how the CEC empowers both enterprises and individuals to experience, evaluate, and harness the full potential of Samsung’s display innovations. The true value of the CEC lies in its people and its process. By fostering a culture of collaboration and innovation, Samsung helps clients envision possibilities, test new ideas, and implement solutions that deliver real-world results.
Samsung’s professional display showrooms are not mere demonstration spaces; they are strategic platforms for transforming business ambitions into reality. Through collaboration, customization, and strategic consultation, the CEC has become a launchpad for new ideas and enduring partnerships. As Samsung expands its global network of display showrooms, each location adapts to regional needs, ensuring that every client, in every market, can unlock new value from their technology investments.
