Samsung has officially launched its cutting-edge Business Experience Studio (BES) in Gurugram, marking the company's second such experience centre in India after Mumbai. This strategic expansion underscores Samsung's commitment to fostering digital transformation across various industries through immersive, technology-driven demonstrations.
A High-Impact Hub for Enterprise Innovation
The Gurugram BES, spanning an impressive 6,700 square feet, is meticulously designed as a high-impact experience centre. It brings together Samsung's advanced portfolio of mobile devices, displays, healthcare equipment, and smart solutions. The primary objective is to demonstrate how businesses can enhance productivity, efficiency, and digital transformation through seamless interoperability and robust enterprise-grade security.
Targeting Decision-Makers Across Sectors
The studio offers a comprehensive walkthrough tailored for decision-makers from diverse sectors, including startups, education, hospitality, healthcare, retail, and banking. By simulating real business scenarios across multiple zones, the BES enables partners and customers to visualize how Samsung's technologies can be implemented at scale within their workplaces.
Visionary Leadership and AI-Driven Future
JB Park, President & CEO of Samsung Southwest Asia, emphasized the studio's significance in a statement. "At Samsung, we believe the future of business will be shaped by AI-driven, intelligent experiences that are human-centred, connected, and sustainable," he said. "The Business Experience Studio in Gurugram reflects this vision—offering enterprises a space to engage with our AI-powered ecosystems in real-world environments."
Park further elaborated on the practical applications showcased, from smart classrooms and automated hotels to intelligent healthcare solutions and paperless banking. "We are demonstrating how applied AI, embedded across devices and platforms, can enable digital transformation that is meaningful, efficient, and built for scale," he added. "This studio is not just a showcase of technology, but a testament to our long-term commitment to building the future of enterprise—with AI at the core—alongside our partners in India and across the world."
Exploring the Three Experience Zones
The Gurugram centre is structured into three distinct experience zones, each highlighting specific technological advancements and sector-specific solutions.
Zone 1: Sector-Focused Intelligent Solutions
This zone features intelligent solutions tailored for education, retail, finance, and healthcare. In the education section, visitors can experience smart classrooms, teaching automation, and campus management solutions powered by Samsung's next-generation interactive displays, integrated tablets, and digital notice boards. These components work in sync and are managed through Samsung's Knox security platform.
The retail zone showcases Spatial Signage, an innovative display technology that converts 2D content into a 3D viewing experience for more immersive retail engagement. Additionally, the zone highlights advanced business applications and devices, including digital advertising solutions, soft POS systems, and air quality management systems. Rugged smartphones and tablets designed for tough environments, meeting stringent MIL-STD-810H standards, are also on display.
Zone 2: SmartThings Pro and Connected Solutions
Zone 2 demonstrates how connected, AI-powered solutions can redefine modern meeting rooms, workspaces, and hospitality environments. The hospitality experience is enhanced by LYNK Cloud, enabling features such as self-check-in and check-out, along with automated guest services.
The studio also features Samsung's 21:9 Front Row meeting room solution, built to support more immersive collaboration and optimized workspaces. System ACs tailored for residential, commercial, and industrial sectors showcase intelligent, high-efficiency air conditioning solutions. These ACs come equipped with the AI-enabled DVM S2, a Variable Refrigerant Flow (VRF) system that autonomously optimizes performance based on environmental conditions.
The software section expands on the Knox Suite of solutions for secure device manageability, Knox Guard for device financing solutions, and hardware-embedded security, emphasizing Samsung's focus on comprehensive enterprise security.
Zone 3: AI Home & Immersive Experiences
This area brings to life Samsung's connected lifestyle ecosystem through simulations of smart bedrooms, kitchens, living rooms, and work-from-home scenarios. It also includes immersive gaming and home cinema experiences, showcasing how AI and connectivity are transforming the future of living and entertainment.
Strategic Implications for Indian Enterprises
The launch of the Gurugram BES represents a significant step in Samsung's strategy to deepen its engagement with Indian businesses. By providing a hands-on environment for exploring AI-driven solutions, the studio aims to accelerate digital adoption across key sectors. This initiative aligns with broader trends in India's technology landscape, where enterprises are increasingly seeking innovative tools to enhance operational efficiency and customer experiences.
As businesses navigate the complexities of digital transformation, Samsung's Business Experience Studio serves as a vital resource for understanding and implementing cutting-edge technologies. With its focus on real-world applications and sector-specific demonstrations, the Gurugram centre is poised to become a hub for enterprise innovation and collaboration in the region.
