Samsung launches Business Experience Studio (BES) in Gurugram

Samsung has launched its state-of-the-art Business Experience Studio (BES) in Gurugram, the company’s second experience centre after Mumbai. The Gurugram BED is designed as a high-impact experience centre and will bring together Samsung’s advanced mobile devices, displays, healthcare devices and smart solutions to demonstrate how businesses can drive productivity, efficiency and digital transformation through seamless interoperability and enterprise-grade security.Spanning 6,700 square feet, Samsung’s Gurugram BES will offer a walkthrough for decision-makers across sectors such as startups, education, hospitality, healthcare, retail and banking. With multiple zones simulating real business scenarios, the BES helps partners and customers visualise how Samsung’s technologies can be implemented at scale across workplaces.JB Park, President & CEO, Samsung Southwest Asia said “At Samsung, we believe the future of business will be shaped by AI-driven, intelligent experiences that are human-centred, connected and sustainable.

The Business Experience Studio in Gurugram reflects this vision—offering enterprises a space to engage with our AI-powered ecosystems in real-world environments. 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.

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”. The Gurugram centre has three experience zones. Zone 1: Features intelligent, sector-focused solutions 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—working in sync and managed through Knox security. The highlight of the retail zone is Spatial Signage, a display innovation that converts 2D content into a 3D viewing experience for more immersive retail engagement. The zone showcases advanced business applications and devices such as digital advertising solutions, soft POS systems and air quality management systems, along with rugged smartphones and tablets for tough environments meeting stringent MIL-STD-810H standards. Zone 2: SmartThings Pro demonstrates how connected, AI-powered solutions can redefine modern meeting rooms, workspaces and hospitality environments.The hospitality experience is supported by LYNK Cloud, enabling features such as self-check-in and check-out and automated guest services. The studio also highlights Samsung’s 21:9 Front Row meeting room solution, built to support more immersive collaboration and optimised workspaces.System ACs tailored for residential, commercial and industrial sectors showcase intelligent, high-efficiency air conditioning solutions. The ACs come with the AI-enabled DVM S2, a Variable Refrigerant Flow (VRF) system that autonomously optimises performance based on environmental conditions.The software section also expands on the Knox Suite of solutions for secure device manageability, Knox Guard for device financing solutions, and hardware-embedded security.Zone 3: AI Home & Immersive ExperiencesThis area brings to life Samsung’s connected lifestyle ecosystem through simulations of smart bedrooms, kitchens and living rooms, and work-from-home scenarios, along with immersive gaming and home cinema experiences, showcasing how AI and connectivity are transforming the future of living and entertainment.