Samsung Electronics Opens AI-Based B2B Solution Experience Space in Thailand

The Largest B2B Showroom in Southeast Asia Opens in Bangkok
AI Solutions for Smart Homes, Offices, Hotels, and HVAC
Easily Control Connected Devices with 'SmartThings'
Personalized Smart Home Proposals
Expert Consultation Services for Business Solutions

On September 3, Samsung Electronics announced that it had opened the Business Experience Studio (BES), a business-to-business (B2B) experience space based on artificial intelligence (AI), at the 'King Square' complex shopping mall in Bangkok, Thailand, on August 29 (local time), marking the company's push to expand into the Southeast Asian B2B market.

Visitors to the Samsung Electronics Business Experience Studio (BES) located in Bangkok, Thailand, are experiencing a personalized space that is easier and more convenient through SmartThings in the 'Smart Home' concept exhibition space. Photo by Samsung Electronics

The newly opened BES in Thailand is a showroom spanning 898 square meters (approximately 270 pyeong), making it the largest Samsung Electronics showroom in Southeast Asia.

At the Thailand BES, Samsung Electronics has implemented exhibitions featuring a total of 10 commercial facility concepts, including Smart Home, Air Conditioner Showroom, Control Room, Retail, and Conference Room. The company also provides expert consultation services to propose integrated AI solutions optimized for business environments. Visitors can experience Samsung Electronics' latest home appliances, air conditioners, TVs, displays, and mobile devices at the site.

In addition, visitors can directly experience Samsung's AI-based solutions that further enhance work efficiency and productivity, such as 'SmartThings Pro,' which expands SmartThings into the B2B sector; 'b.IoT,' an Internet of Things-based integrated building management solution; Samsung's proprietary security platform 'Samsung Knox'; and the signage content management platform 'Samsung VXT.'

First, in the area designed with the 'Smart Home' concept, visitors can experience Samsung Electronics' latest products that deliver an advanced AI home experience, such as the 'Bespoke AI Family Hub' refrigerator equipped with a touchscreen and the all-in-one washer-dryer 'Bespoke AI Combo' featuring a 7-inch touchscreen. A variety of smart devices, including lighting, blinds, and curtains, are also connected through SmartThings, allowing visitors to enjoy a more convenient and personalized environment.

An 'Air Conditioner Showroom' has also been set up to showcase a range of air conditioners that are seeing rapidly increasing demand in the Southeast Asian market. Visitors can see Samsung's unique system air conditioners, such as the slim Wind-Free 1Way Cassette, the Wind-Free 4Way Cassette that distributes air in four directions, and the 360 Cassette with a circular design that enables both vertical and horizontal airflow control.

In the 'Control Room' exhibition, which demonstrates HVAC solutions, Samsung's 130-inch LED All-in-One Signage (IAC) is on display, providing a comprehensive overview of the HVAC system status at a glance. The IAC series is notable for its ability to be installed in just two hours using preset modules.

The 'Retail' concept area features a solution that integrates and remotely monitors displays such as Samsung Smart Signage and the ultra-low-power digital billboard 'Samsung Color E-Paper,' all managed through the Samsung VXT solution.

Meanwhile, in July, Samsung Electronics also opened interactive showrooms in key regions of South Asia, Central and South America, and Singapore, where business customers can experience B2B products and AI-based solutions tailored to their needs.

Last month, the company opened the India BES at Oberoi Commerz-II in the International Business Park in Goregaon East, Mumbai, India, spanning 595 square meters (approximately 180 pyeong). This is the second B2B experience space in India, following the 'Executive Briefing Center' previously established in Gurugram.

At this location, visitors can experience AI-based customized solutions for various industries such as education, finance, healthcare, retail, and smart home; an integrated connection platform for efficiently managing smart meeting rooms and hotel rooms; HVAC equipment and commercial system air conditioners suitable for startups and shared living environments; and a variety of B2B-specialized solutions for smart home, gaming, and home cinema.

In July, Samsung Electronics also opened the first BES in Central and South America and the 'Air Conditioner Certification Academy' in Panama, providing companies, public institutions, and business partners with opportunities to directly experience AI solutions.