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Samsung has officially unveiled its cutting-edge Business Experience Studio (BES) in Gurugram, marking its second flagship experience centre in India after Mumbai. The studio is designed as a high-impact hub for businesses to explore Samsung’s ecosystem of mobile devices, displays, healthcare solutions, and smart technologies, all integrated to enhance productivity, efficiency, and digital transformation. With a focus on interoperability and enterprise-grade security, the Gurugram BES demonstrates how AI-driven, connected solutions can redefine modern workplaces across industries.
Spanning 6,700 square feet, the studio offers decision-makers from sectors including startups, education, hospitality, healthcare, retail, and banking an immersive walkthrough of Samsung’s technology ecosystem. Visitors can experience multiple zones simulating real-world business scenarios, giving a tangible sense of how Samsung’s solutions can scale across organizations. According to JB Park, President & CEO of Samsung Southwest Asia, “The future of business will be shaped by AI-driven, intelligent experiences that are human-centred, connected, and sustainable. The Gurugram BES reflects this vision, offering enterprises a space to engage with our AI-powered ecosystems in real-world environments.”
Zone 1: Sector-Focused Intelligent Solutions
The first zone highlights AI-driven solutions tailored for education, retail, finance, and healthcare. Smart classrooms demonstrate teaching automation, campus management solutions, and interactive displays managed via Samsung Knox security. Retail innovations include Spatial Signage, converting 2D content into 3D for immersive engagement, alongside soft POS systems, digital advertising, air quality management systems, and rugged mobile devices built to MIL-STD-810H standards. Healthcare and finance sectors experience integrated digital solutions designed for secure, efficient operations.
Zone 2: Smart Workspaces and Hospitality
Zone 2, powered by SmartThings Pro, showcases connected, AI-enabled workspaces and hospitality solutions. LYNK Cloud enables automated guest services, self-check-in/out, and optimised hotel operations. The 21:9 Front Row meeting room setup enhances collaboration with immersive displays, while AI-enabled System ACs featuring DVM S2 VRF technology provide energy-efficient climate control for residential, commercial, and industrial settings. Knox Suite expands into secure device management, financing, and embedded hardware security.
Zone 3: AI Home and Immersive Experiences
The third zone focuses on connected lifestyle ecosystems, demonstrating smart bedrooms, kitchens, living rooms, and work-from-home environments. Visitors can experience immersive gaming and home cinema setups, highlighting how AI and connectivity are redefining the future of living, productivity, and entertainment.
What Undercode Say:
Samsung’s Gurugram Business Experience Studio represents more than a showcase—it is a strategic statement on the role of AI and connected technologies in enterprise and lifestyle transformation. By segmenting the experience into sector-specific zones, Samsung enables visitors to visualize tangible applications of AI across diverse industries. In education, the integration of smart classrooms, interactive displays, and Knox security illustrates how AI can automate workflows and improve learning outcomes. Retail innovations like Spatial Signage are not just marketing tools—they are designed to deepen consumer engagement and enhance ROI through immersive content delivery.
The studio’s focus on hospitality and office environments underscores the growing importance of automation and AI-driven operational efficiency. LYNK Cloud and 21:9 Front Row solutions reveal Samsung’s commitment to combining hardware and software to create smarter, more adaptable workplaces. Moreover, AI-enabled climate control through DVM S2 VRF systems highlights Samsung’s attention to sustainability and energy efficiency, key considerations for modern enterprises.
From a strategic perspective, Samsung’s decision to establish BES hubs in Mumbai and Gurugram reflects its push to localize AI-powered enterprise solutions while fostering industry partnerships. By presenting fully simulated, real-world business environments, the company encourages CIOs, CTOs, and operational decision-makers to envision end-to-end digital transformation. Additionally, Samsung’s expansion into AI-driven lifestyle zones—smart homes, connected entertainment, and gaming—demonstrates a seamless bridge between professional and personal ecosystems, reinforcing its positioning as a holistic tech provider.
The Gurugram BES also signals Samsung’s focus on secure and scalable enterprise solutions. Knox Suite and embedded device security ensure that enterprises can adopt AI-powered tools without compromising data integrity. This combination of human-centred AI design, cross-device interoperability, and enterprise-grade security positions Samsung not only as a device manufacturer but also as a comprehensive enterprise solutions partner.
Ultimately, Samsung is illustrating a future where AI integration is not just experimental—it is actionable. Businesses can explore, test, and implement these solutions in controlled, immersive settings before scaling them across operations. The studio also serves as a feedback loop, enabling Samsung to fine-tune devices, software, and services based on real-world enterprise engagement. This approach creates an ecosystem where innovation is applied, measured, and optimized, rather than simply showcased.
Fact Checker Results:
✅ Samsung’s Gurugram BES is indeed the company’s second experience centre in India.
✅ The studio spans 6,700 square feet and includes three experiential zones.
❌ No public confirmation yet on exact adoption metrics of the BES solutions by enterprises.
Prediction:
📊 The Gurugram BES is likely to accelerate AI adoption across Indian enterprises, particularly in education, retail, and hospitality.
📊 By demonstrating full ecosystem integration, Samsung could drive significant enterprise partnerships and increase market share in AI-driven solutions.
📊 Expect the BES model to expand to other Indian metro cities over the next 2–3 years, influencing smart workplace and smart city initiatives nationwide.
🕵️📝✔️Let’s dive deep and fact‑check.
References:
Reported By: timesofindia.indiatimes.com
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