Orchestrating displays for a business is no small feat. Displays are important as they play a key role in setting the tone and coordinating interaction in a physical space. However, each business have unique needs and it can get mind-boggling to find optimal solutions from the vast array of options available. Samsung’s professional display showrooms across the globe help business owners and managers tackle this task by providing access to its broad portfolio of cutting-edge display solutions as well as expertise in designing experiences around them.

The Samsung Connected Experience Center in Irvine, California

The Samsung Connected Experience Center (CEC) in Irvine, California is a 7,500-square-foot platform for discovery and business transformation. Here, clients and Samsung experts work side by side to turn vision into strategy and strategy into deployment. At the heart of the CEC’s mission is a focus on understanding each client’s needs and delivering solutions that maximize business impact. Organizations from hospitality, entertainment, retail, education, government, and other sectors partner with Samsung to develop future-ready strategies and unlock new opportunities.

The LED demo zone at CEC Irvine

Discovering Display: Where Technology Becomes Tangible
For Lupe Verdin, B2B Visual Display CAD (Consultant, Architect, Designer) Liaison, the CEC is a place where technology finally becomes tangible. “You can’t always explain with words what must be experienced with eyes,” she notes. “From the moment clients arrive, they’re welcomed and guided through a full, hands-on journey of what our technology can offer. At this point, the unmatchable picture quality and service becomes clear—it’s something that’s hard to match elsewhere.”

Lupe Verdin in a CEC Irvine showroom

A recent example shows how powerful this experience can be. What began as a visit to compare a 98-inch display quickly evolved into a broader vision: “The client ended up expanding their project to seven LED walls for conference rooms, a showroom, and a security operations center. Seeing their own images and videos on our displays—especially the 0.9mm COB(Chip On Board) LED—the clients identified new opportunities. Seeing the technology in person helps realize how advanced displays can transform spaces and user experiences.”

Multiple LED Formats with Varying Pixel Pitches on Display at CEC Irvine

A key differentiator for the CEC is the ability to showcase the full breadth of Samsung’s portfolio in one place. Clients can compare indoor, outdoor, and specialty LED solutions side by side—offering a realistic preview of how their own content comes to life on Samsung’s displays. “Other showrooms don’t offer the same breadth of technology.”

Optimizing Business Value: Where Challenges Meet Solutions

Noor Armar in hospitality demo zone at CEC Irvine

Noor Armar, Solution Enablement Manager at Samsung’s North America Display Office (NADO), describes the CEC as a place where business challenges are addressed in real time. The CEC provides a low-risk, immersive environment to test ideas, explore trends, and co-design solutions aligned with strategic goals.

“Irvine CEC is a great place to provide live demonstrations on how our display solutions can be tailored to a client’s needs and add real value to their business,” Armar says. “Seeing the belief in our customers’ eyes after they experience our products hands-on is probably my favorite part.”

Hospitality zone at CEC Irvine features a SmartThings Pro demo

For example, the SmartThings Pro showcase helps clients in hospitality, retail, and cruise lines explore new guest journeys and operational models. Based on data aggregation and AI-driven automation, SmartThings Pro enables seamless, personalized guest experiences such as automatic check-in, adaptive lighting, climate control, and personalized streaming — all managed through a single, integrated platform.

“Efficiency and guest satisfaction don’t have to be trade-offs. Our role is to help clients understand the value of integrated platforms, even when the underlying technology is invisible to guests,” said Armar.

The CEC in Irvine features a new 5-meter Onyx Cinema LED screen, unveiled July 2025(left) as well as an The Wall for Virtual Production.

The CEC also serves as a resource for creative, marketing, and technical teams. At the CEC, clients can experience first-hand the power of the latest Onyx Cinema LED or test virtual production workflows with the Vu One Mini to explore new storytelling possibilities – all with their own content. These hands-on experiences allow creative and technical buyers to evaluate technology before making final decisions.

For instance, 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

“Most organizations don’t have access to Hollywood sound stages,” explains Chris Simpson, Senior Business Development Manager for Virtual Production & Cinema at Samsung Electronics America. “But with the right software and a portable LED solution, we can bring that same creative power into various settings—corporate, academic, government, sports, to name a few.”

More Than a Showcase: Where Meetings Become Milestones
These collaborative, hands-on experiences aren’t just theoretical—they translate into real-world impact for clients of all sizes.

The Wall at Hyundai America Technical Center in Michigan

At Hyundai America Technical Center in Michigan, Hyundai partnered with Samsung to transform their lobby and workspace. The result: a stunning installation of The Wall, Samsung’s modular MicroLED display, as the visual centerpiece of their North American headquarters. Seeing and configuring The Wall in person at the CEC helped Hyundai align design vision with technical requirements, streamlining decision-making and reducing execution risk.

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 a homeowner looking to build a luxury private cinema, began his journey with a visit to the Irvine CEC. Experiencing The Wall firsthand gave him the confidence to invest in a premium solution tailored to his space and lifestyle. “The Wall is so bright we usually don’t even use the full intensity of the screen,” said Trubey.
 

CEC Irvine staff focus on understanding each client’s needs and delivering solutions that maximize business impact

These examples show how the CEC empowers both enterprises and individuals to experience, evaluate, and realize the full potential of Samsung’s display innovations. The value of the CEC lies in its people and its process. By fostering a culture of partnership and innovation, Samsung helps clients envision what’s possible, test what’s next, and deploy solutions that drive real-world results.

Samsung’s professional display showrooms are more than demonstration spaces—they are strategic platforms for turning business ambition into impact. Through collaboration, customization, and strategic consultation, the CEC has become a launchpad for new ideas and lasting partnerships. As Samsung expands its global network of display showrooms, each location adapts to regional needs—ensuring every client, in every market, can unlock new value from their technology investments.

(Photo credit: Samsung)

TrendForce 2025 Global LED Video Wall Market Outlook and Price Cost Analysis
Release Date: 30 September 2024
Language: Traditional Chinese / English
Format: PDF
Page: 302