Samsung has officially opened its second Business Experience Studio, or BES, in India, this time in Gurugram. The new facility is clearly aimed at helping Indian businesses understand and adopt artificial intelligence in a more practical, less abstract way. Spanning about 6,700 square feet, the studio builds on the momentum of Samsung’s first BES in Mumbai, which apparently saw strong interest from enterprises across sectors.
What stands out, at least on first impression, is that this is not a showroom in the traditional sense. The Gurugram studio has been designed to feel like a collection of real working environments. Offices, hospitals, classrooms, retail stores, even modern homes are all recreated so decision-makers can see how AI-powered tools might actually function in their day-to-day operations. It feels less like a sales pitch and more like a guided experiment, which is probably intentional.
Key Takeaways
- New Tech Hub: A 6,700-square-foot Business Experience Studio launched in Gurugram.
- Industry Focused: Dedicated zones for healthcare, education, retail, banking, and hospitality.
- Glasses-Free 3D: Samsung introduces Spatial Signage that converts 2D visuals into 3D without additional equipment.
- Smart Cooling: AI-enabled air conditioning that adapts to occupancy and conditions.
- Security First: All showcased solutions are protected by Samsung Knox security.
Exploring the Specialized Industry Zones
The studio is divided into three broad zones, starting with industry-specific applications. In the Education area, teachers and administrators can try out interactive displays and tablets that sync together to manage lessons, content sharing, and classroom control. It is easy to imagine how this could simplify things, although it probably depends on how ready institutions are to fully digitize their workflows.
Retail, meanwhile, is where Samsung’s visual technology gets the spotlight. The highlight here is the 85-inch Spatial Signage display. Powered by a Quantum Processor, it transforms standard 2D images into realistic 3D visuals. Products appear to have depth and movement, all without requiring customers to wear 3D glasses. For premium retail environments, this could be a subtle but effective way to draw attention, I think, especially in crowded malls.
In the Banking zone, the focus shifts toward paperless operations. Samsung demonstrates how smartphones, tablets, and laptops can work together securely to handle sensitive financial data. The setup mirrors a modern branch where physical paperwork is minimal, and transactions rely heavily on connected devices.
Healthcare is perhaps the most complex section. Here, Samsung showcases AI-powered tools like “Note Assist” and “Interpreter,” which help doctors communicate with patients and automatically record clinical notes. There are also medical-grade imaging solutions for digital X-rays that use AI to detect motion-related errors. It is a fairly technical setup, but the goal seems clear: reduce friction in diagnosis and documentation without adding extra workload.
Unified Solutions and Smart Building Technology
The second zone is all about integration. Using SmartThings Pro, Samsung demonstrates how devices across a workspace can respond automatically. For example, a meeting room can dim its lights, switch on displays, and start a video conference the moment someone enters. It sounds small, but over time, these automations could make offices noticeably more efficient.
This area also features Samsung’s DVM S2 Variable Refrigerant Flow air conditioning system. The system uses AI to analyze weather patterns, indoor heat levels, and occupancy to optimize cooling. According to Samsung, this can lead to energy savings of up to 15 percent, which is not insignificant for large commercial buildings.
For organizations with large-scale display needs, Samsung is also showcasing The Wall. This massive LED display uses Black Seal Technology for deeper blacks and Ultra Chroma technology for accurate, vivid colors. It is clearly targeted at premium spaces like luxury hotels, corporate headquarters, and government command centers where visual impact really matters.
AI in Home and Work Environments
The third zone moves away from traditional offices and focuses on modern living and remote work setups. It simulates smart homes and home offices, showing how AI can assist in kitchens with connected refrigerators or in bedrooms with automated sleep settings. This section feels particularly relevant given the rise of startups, co-living spaces, and hybrid work models in India.
The idea here is efficiency through connectivity. Appliances, displays, and personal devices all work together, reducing manual effort and, ideally, saving time. It may not be revolutionary on its own, but seeing everything function as a single ecosystem makes the concept easier to grasp.
Leadership Perspective
JB Park, President and CEO of Samsung Southwest Asia, explained that the Gurugram BES is meant to demonstrate how applied AI can drive meaningful digital transformation. According to him, the studio is designed to serve businesses of all sizes, from large enterprises to smaller startups that are still figuring out how AI fits into their growth plans.
Frequently Asked Questions
Q1: Where is the Samsung Business Experience Studio located in Gurugram?
A1: The studio is located on the 20th Floor of Two Horizon Centre, Golf Course Road, DLF Phase 5, Sector 43, Gurugram, Haryana.
Q2: What is the main purpose of the Business Experience Studio?
A2: It allows business leaders to experience and test Samsung’s AI-powered hardware and software in realistic settings before making investment decisions.
Q3: What is Samsung Spatial Signage?
A3: Spatial Signage is a 3D display technology that adds depth and 360-degree visual effects to content without requiring 3D glasses. It is mainly designed for premium retail marketing.
Q4: How does Samsung Knox protect business data?
A4: Samsung Knox is a defense-grade security platform built into Samsung hardware. It safeguards sensitive information from the moment a device powers on, helping protect against hacking and data breaches.
Q5: Can small startups visit the studio?
A5: Yes, the Business Experience Studio is open to decision-makers from all sectors, including startups, who want to explore how connected technologies can support growth and daily operations.
