Samsung opens Business Experience Studio in Vietnam

Covering 522 square meters on the 18th floor of PVI Tower, the BES is open from 10:00 am to 5:00 pm, Monday through Friday, excluding holidays, according to the company.

The studio showcases Samsung's business-to-business (B2B) technology through simulated environments for public administration, manufacturing, education, hospitality, real estate, healthcare, finance and banking, and food services.

Unlike conventional product showrooms, BES is designed to demonstrate how different Samsung technologies can work together to address specific operational needs, allowing businesses to experience solutions in contexts similar to their actual working environments, the company said.

The public administration and manufacturing areas simulate meeting rooms and control centers, combining large-format displays, tablets, video-conferencing systems, and air-conditioning solutions to support communication, information monitoring and operations.

The security control center allows visitors to visualize how display solutions such as 115-inch UHD Signage, 55-inch Video Wall, 49-inch curved monitors and specialized equipment can support surveillance and management operations in environments that require continuous operation, according to Samsung.

For education, the smart classroom combines an Interactive Display WAFX-P with Android OS, a Samsung Business TV BEFX-H 4K, a Flip Pro WM55B interactive board and Galaxy tablets, creating a more visual and flexible learning environment.

In the hospitality, luxury apartment and real-estate sector, Samsung simulates a complete living space featuring AI TVs, displays, Bespoke AI home appliances, WindFree air conditioners and Galaxy mobile devices.

In healthcare, display solutions and mobile devices such as Galaxy Tab tablets and Galaxy Watch smartwatches are integrated into a simulated healthcare facility environment.

The finance and banking area features a modern transaction space combining display solutions such as Smart Signage, LCD monitors and Business TVs, particularly the ultra-thin and lightweight E-Paper EMDX displays designed to save energy and deliver a paper-like viewing experience.

For restaurants and food services, the BES showcases solutions such as digital menu boards, specialized displays and kiosks.

The reception area showcases Samsung display technologies, including large-format screens and Spatial Signage, which creates an immersive three-dimensional viewing experience.

The studio also includes dedicated areas for mobile and air-conditioning solutions.

Hyung Bin Joo, chairman and general director of Samsung Electronics Vietnam, said Vietnamese businesses are increasingly seeking comprehensive technology solutions tailored to their specific operations as the country undergoes rapid digital transformation.

"With the BES, we aim to create a space where customers can directly experience and visualize how Samsung technology can be applied to real-world challenges, helping them find solutions that meet their unique needs," Hyung said.

Samsung said the opening of BES represents a further step in its B2B strategy in Vietnam, shifting from simply supplying products toward providing businesses with opportunities to experience integrated technology solutions and explore applications suited to their operations.

Hyung said Vietnam being the next market to host a BES reflects Samsung's long-term commitment to working with customers and partners and supporting the country's digital transformation.