Across the world, Samsung has been at the forefront of advancing business technologies through its professional display showrooms, which act as catalysts for innovation. Each of these state-of-the-art spaces is tailored to cater to the unique needs of the local market, encouraging collaboration between Samsung experts and clients. Among these, the Frankfurt showroom stands out as a pan-European hub, offering a platform for ideas to be tested and for Samsung’s vision of pushing display technology beyond traditional limits to come to fruition.
Since its inception in 2018, the Frankfurt showroom, also known as the Showcase & Training Centre, has become an integral part of Samsung’s business-to-business (B2B) strategy in Europe. Initially focused on showcasing LED technology, the showroom has evolved significantly. It now serves as a comprehensive engagement hub that highlights Samsung’s cutting-edge innovations, including products like The Wall, Cinema LED Onyx, Color E-Paper, Spatial Signage, various AI solutions, and VXT—the company’s cloud-native Content Management System for digital signage.
Visitors to the Frankfurt showroom are treated to an interactive experience where they can explore Samsung’s latest display technologies and collaborative solutions in an engaging environment. The showroom’s design allows clients to move beyond just understanding product features; they witness real-world applications of solutions, align stakeholders, and advance swiftly from conceptualization to execution.
In a recent discussion with European business representatives, the significance of Samsung’s professional display business was highlighted. The showroom has transformed into a strategic workspace where Samsung presents not merely products but integrated ecosystems. This transformation is driven by clients’ growing interest in platform compatibility, seamless wireless sharing, and comprehensive security. For instance, Samsung’s VXT solution demonstrates how digital signage content can be efficiently scheduled, distributed, and monitored.
Joachim Wieczorek, Head of LED Sales, notes that clients seldom seek a single screen; they desire confidence in a holistic solution. This means understanding how technology works, how it integrates into their environment, and how it is supported in the long term. In corporate and public sector settings, the importance of knowing Samsung’s broader ecosystem and its security model is paramount, especially when dealing with sensitive data or high-security environments.
The showroom’s approach has reshaped client engagements, exemplified by the experience of Materna, a German IT and service management firm. Initially drawn to view a single LED wall, the firm discovered opportunities for a comprehensive solution that enhances business operations. Materna left with a vision incorporating LED, LCD, and Samsung VXT, showcasing the advantages of end-to-end collaboration with Samsung.
The focus of client interactions has shifted from resolution and pricing to performance, scalability, and the assurance that Samsung can deliver. This change in focus is evident in the strategic partnership with Toyota Motor, which sought a unified digital transformation across its dealership network. The Frankfurt showroom repositioned Samsung from a mere vendor to a strategic partner, showcasing capabilities in standardization, streamlined procurement, and scalability across regions.
For AEG, one of Germany’s largest live entertainment groups, an initial meeting regarding Berlin’s Uber Arena evolved into a larger partnership, eventually extending to installations at Hamburg’s Barclays Arena and a broader marketing collaboration. This growth in partnership is attributed to the trust established through visits to the Frankfurt showroom.
Samsung’s commitment to innovation is evident in its efforts to help industries advance. The Frankfurt showroom offers experiences that make Samsung’s technology feel tangible and tailored to each client’s needs. From dedicated planner days for educators to retail walkthroughs and corporate demonstrations, the showroom provides a diverse range of experiences that cater to various client segments.
Retail and corporate clients are particularly drawn to Samsung’s Color E-Paper, which combines dynamic signage capabilities with ultra-low power consumption. During their visit to the showroom, many clients discover new applications for this technology, ranging from wayfinding to room signage and environmental design.
At the heart of the showroom is The Wall, Samsung’s modular MICRO LED display. Its fine pitch and flexibility allow for unique applications, such as corporate lobbies and automotive design studios. In response to demand for immersive large-format displays in the entertainment industry, Samsung has introduced Cinema LED Onyx, which has been well-received.
Steven Pollok, Director of Display Division, highlights that the corporate sector remains a significant market for LED business in Europe. All-in-one screens for lobby displays and boardrooms of luxury lifestyle brands are particularly popular. Pollok emphasizes that seeing the entire lineup of Samsung’s signage and solutions in the showroom helps clients gain internal buy-in more quickly, transforming visits into full-scale projects with integrated offerings.
Visits to the Frankfurt showroom are integral to Samsung’s regional sales strategy. Many installations across Europe begin with hands-on visits, often hosted in collaboration with a channel partner. This approach helps customers understand the possibilities and assists partners in communicating these opportunities in their markets.
Samsung Onyx, the world’s first DCI-certified cinema LED, is another highlight of the showroom. It delivers true black levels, infinite contrast, and exceptional color accuracy. The latest Onyx model, launched at CineEurope 2025, has further solidified Samsung’s position in the cinema display market.
Clients visiting the Frankfurt showroom can also experience Samsung’s Spatial Signage, a recent innovation that creates realistic 3D depth without the need for 3D glasses. Recognized as an IFA 2025 Innovation Award Honoree, this slim and lightweight display offers an engaging, glasses-free 3D experience.
The Frankfurt showroom serves as a pan-European display space, hosting clients and teams from across the continent for immersive workshops, events, and consultations. Erica Cassells, Event Manager, notes that the showroom was built as a European showcase to provide a platform for internal reviews, launch briefings, and demonstrations of new products to real customers.
As a collaborative hub, the Frankfurt showroom embodies Samsung’s mission to provide immersive, consultative environments that reflect local market needs. It is more than a static demo space; it is a place where clients test content, compare technologies, and design rollouts alongside Samsung experts.
Samsung’s commitment to innovation continues to drive the next wave of digital transformation across Europe. With technologies like MICRO LED, Spatial Signage, Color E-Paper, and Cinema LED Onyx, the Frankfurt showroom offers clients not just a glimpse of new technology but a vision of what is possible for their businesses.
For further information on Samsung’s display innovations and strategic partnerships, you can visit their official website.
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