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.
