Samsung Opens Business Experience Center in São Paulo
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A Samsung inaugurated, in São Paulo, the Business Experience Studio (BES), a nearly 400m² space dedicated to showcasing B2B solutions for companies across various sectors. The goal is to demonstrate, in real-world scenarios, how the brand's products and solutions can be integrated to optimize operations, reduce costs, and offer new services. See all the details and how each of the brand's solutions and products can be used in the corporate market right now:
Samsung VXT CMS Platform
One of the stars of the event is Samsung VXT CMS platform. This solution allows companies to purchase and manage Samsung hardware and software in an integrated, self-service manner. The platform facilitates the management of various devices, from interactive displays and kiosks to office equipment, all in a centralized and convenient manner.
The system was developed to be a complete solution, controlling everything from content creation to remote display management, allowing companies of all sizes to implement and update their digital signage systems quickly and efficiently.
For content creation, the platform has the VXT Canvas, an intuitive drag-and-drop design tool that offers a vast library of professional templates and images.
This allows even users without design experience to create compelling visuals, such as digital menus, promotions, and advertisements. Once created, content can be organized into playlists, scheduled to display at specific times, and distributed to multiple displays instantly via the cloud, with a setup process simplified by a pairing code.
In addition to content management, the Samsung VXT offers advanced control over the hardware devices themselves, whether they are from Samsung or other brands. The platform allows remote management of functions such as turning screens on and off, adjusting brightness, and performing updates, which helps optimize energy consumption and extend the lifespan of equipment.
One of the great differentials of VXT is your early warning system, which monitors devices and notifies administrators of potential failures before they occur, minimizing interruptions and ensuring more stable and secure operation.
Business Experience Studio environments
Reception
The project is led by Kauê Melo, senior director of the B2B division at Samsung Brazil. Right at the reception of the new Samsung Business Experience Studio, visitors are greeted with a stunning visual impact: the monumental "The Wall" screen. Positioned as the main attraction of the entrance, it functions as a technological calling card, immediately demonstrating the power and innovation the company offers to the corporate market.
Its presence sets the tone for the immersive showroom experience, displaying ultra-high-definition content and vibrant colors that capture attention and highlight Samsung's ability to create large-scale visual solutions.
The key feature that makes "The Wall" such a versatile solution is its modular design. The screen is constructed by joining multiple MicroLED panels together without leaving visible edges, creating a single, continuous image surface.
This means it can be fully customized in size and shape to perfectly adapt to any architectural design, making it ideal not only for corporate receptions, but also for luxury hotel lobbies, auditoriums, control rooms and large demonstration areas that require a screen outside of conventional standards.
To manage the dynamic content displayed on such a large screen, the Samsung uses its cloud-based management platform, VXT. This solution allows companies to remotely and easily control everything displayed on “The Wall” and other branded displays. Through VXT, you can schedule playlists, update information in real time, and ensure that the visual message is always aligned with the company's strategy, offering efficient and centralized management for powerful visual communication.
Office
In this environment, the Samsung demonstrates how notebooks, monitors, smartphones and screens can be installed for integrated use.
The space is designed to illustrate the future of work, whether in-person, hybrid, or remote, with a clear focus on productivity and collaboration. It features high-resolution professional monitors, interactive displays that transform meetings into dynamic brainstorming sessions, and even smartphones like the Galaxy A26 5G Enterprise Edition for communication to be carried out smoothly.
For meetings and content editing, the 6″ ViewFinity S27 monitor arrives with the connectivity via USB-C port, which allows the user to connect a notebook to stream video, transfer data and charge the device with a single cable, eliminating clutter and simplifying space setup.
Additionally, the ViewFinity S6 is designed for visual comfort, featuring TUV certification for smart eye care, which automatically adjusts brightness and reduces blue light emissions, minimizing eye fatigue during long workdays. Its QHD (2560x1440) resolution display with HDR10 support ensures sharper images and vibrant colors, essential for tasks that require precision and detail.
Meeting room
The meeting room in the Business Experience Studio was designed to showcase the pinnacle of corporate collaboration, combining high-impact displays with intuitive interactivity. The space combines the grandeur of “The Wall,” which serves as a primary canvas for immersive presentations, with the versatility of samsung flip.
In everyday life, this means a team can visualize complex data or high-definition videos on “The Wall,” while using the Flip as a digital whiteboard for note-taking, drawing, and brainstorming, all with touch sensitivity and the ease of erasing by hand.
The true innovation lies in the seamless integration between devices. Information can be managed and transferred seamlessly between the Flip interactive screen and "The Wall," allowing, for example, a sketch made on the Flip to be displayed on a large scale for all participants.
Additionally, any collaborator can mirror their smartphone or laptop screen to share content instantly. This entire technological structure is centrally managed by the VXT platform, ensuring a continuous and productive meeting flow, without interruptions to connect cables or adjust settings.
Restaurants and cafes
In the Business Experience Studio's dedicated restaurant and fast-food space, Samsung demonstrates how technology can transform the customer experience and store management. The highlight is an interactive checkout that provides an immersive self-service experience.
Using digital signage displays, such as those on the line Smart Signage, the consumer can place their order autonomously on a touch-screen, which is programmed to display product suggestions and promotions that dynamically change based on the customer's choices, encouraging additional sales.
This integration goes beyond self-service. Menu board screens, for example, are synchronized to display vibrant, engaging content that can be updated in real time to reflect menu changes or special offers.
For managers, the biggest benefit is the simplicity of controlling the entire system. Using an app or the VXT platform, you can remotely and centrally change what's displayed on all store screens, ensuring agility in implementing marketing campaigns and consistency in the restaurant's visual communication.
Training room
The training room is a fundamental pillar of the Business Experience Studio, serving as a training environment where theory meets practice. This space was created for partners, integrators, and installers to learn in depth about Samsung products and solutions.
The environment is equipped with the same technologies demonstrated in the rest of the showroom, such as the interactive screen Samsung Flip Pro and digital signage displays, allowing instructors to teach using the tools that partners will sell and install. As Kauê Melo, senior director of the B2B division, states, "Here we demonstrate in practice how companies can work with our products."
The goal is to go beyond a simple presentation, offering complete immersion. On a day-to-day basis, a partner can learn directly from the Samsung Flip how to set up a hybrid meeting or use its digital whiteboard features. Training is intensive on the management platform. Samsung VXT, where participants learn how to upload content, schedule playlists, and manage multiple displays remotely.
This way, Samsung ensures that its partners leave the site not only knowing the products, but fully qualified to design, install and manage complete solutions for their own customers, adding much more value to their services.
Control Room
For the Control Center, the Samsung demonstrates a high-performance monitoring environment, essential for critical operations that require 24/7 surveillance. High-resolution LED panels, such as "The Wall," are configured to display multiple video sources simultaneously, ensuring maximum clarity and no lost details.
The technology allows operators to view complex data and camera images accurately and without distortion, even at short distances. The panels' robustness and durability are designed for continuous operation, ensuring that security, transportation, and industrial centers can operate with complete confidence and efficiency.
Although it is famous in the gamer universe, Odyssey G9 monitor demonstrates its immense capabilities for professional use in the Control Center. Its main advantage is the 32:9 ultra-wide screen with Dual QHD resolution, which is equivalent to two QHD monitors side by side, but without the border in between. For an operator, this means the ability to view multiple data sources, graphs, and video feeds on a single, continuous screen, offering a wide, uninterrupted field of view.
SmartThings Pro
In the Business Experience Studio, the Samsung demonstrates the SmartThings Pro, the enterprise version of its renowned connected home platform. The solution is presented as a command center for remotely controlling and monitoring a wide range of equipment in environments such as hotels, offices, and stores. This allows for the creation of automation routines for air conditioning units, lighting, displays, and sensors, making spaces smarter and more efficient.
In practice, the platform offers managers centralized control that simplifies operations and promotes resource savings. For example, it's possible to program the entire HVAC system and lights of a chain of stores to turn off after closing time, as well as monitor equipment status for proactive maintenance, all from a single app or dashboard.
Stores (Premium retail)
In this space the following is presented: SmartThings Pro, the enterprise version of the connected home platform SamsungIt is used in business or government contexts to remotely control and monitor the use of a multitude of connected devices, bringing the benefits of remote management.
For retail, Samsung aims to help retailers create visual experiences premium, with large screens functioning as displays in the space. They even integrate with the store's sales, automatically displaying these products.
In addition to providing support for customer service, the products and systems can be used for inventory management and feature exclusive retail features, bearing the Enterprise Edition seal.
Salespeople and inventory controllers can also use tablets like the Galaxy Tab Active5 5G Enterprise Edition, adapted for use in stores, designed to withstand drops, and has a stylus for easy confirmation signatures. During the presentation, Kauê threw the tablet on the floor, surprising journalists with its durability.
Another new feature presented was the signage technology with e-paper, the colorful digital paper from SamsungWith a thin and lightweight design, it resembles a paper poster but doubles as a display. The 32" screen is a new option to avoid the use of conventional panels, and it even operates at 0,00W.
Images are displayed in QHD resolution (2.560 x 1.440), and the company confirms that color accuracy and readability are also present on the screen. This optimization softens image edges, creating softer, more vibrant colors for an eye-catching display, similar to traditional paper posters and retail promotional displays.
For businesses, Color E-Paper enables a seamless transition from printed materials to enhanced digital displays. Installation is flexible, weighing just 2,3 kg and measuring just 17,9 mm thick.
Its built-in battery also prevents it from constantly needing to be plugged in. Samsung claims that a single charge can keep the screen active for up to 30 days. Recharging is done via a USB-C connection, and the model has Wi-Fi, Bluetooth, and 8 GB of internal storage. Images can be changed via the app. Samsung E-Paper, available for Android and iOS smartphones. If you prefer, you can also manage it through the platform Samsung VXT.
And using the app Knox Capture on tablet, you can scan up to 50 barcodes simultaneously, speeding up inventory control. See below:
Clinics and Hospitals
The clinic and hospital environment demonstrates how Samsung technology enhances imaging diagnosis and patient communication. The solution features high-precision ultrasound devices that, in addition to generating extremely high-quality images, allow the exam to be mirrored in real time on professional monitors in the office. This facilitates simultaneous viewing of results by the doctor and patient, making the diagnosis clearer and more interactive.
In addition to in-person consultations, Samsung highlights the potential for telemedicine and remote reporting. Integrated technology allows a specialist physician, anywhere in the world, to receive exam information in real time and assist the local team with diagnosis. This connectivity creates a more efficient and collaborative healthcare ecosystem, democratizing access to specialists and optimizing hospital workflow.
Bank branches (Financial sector)
In the space dedicated to bank branches, Samsung demonstrates how to modernize and optimize the customer journey, focusing on creating a more pleasant and efficient service experience. The journey begins at the self-service kiosk with a 24-inch screen, a self-service kiosk equipped with interactive screens and a voice assistant that uses artificial intelligence for the first contact, guiding the customer intuitively and quickly, reducing initial wait times.
The demonstration then shows how the customer can be directed to a service station equipped with a Galaxy tablet, where a virtual assistant guides them step-by-step through processes such as opening an account or contracting a service.
This digital approach, supported by Samsung's secure devices with the Knox platform, not only streamlines processes but also frees managers to provide more consultative service focused on complex needs, transforming the branch into a hub for financial solutions.
Classroom
In this environment, it is demonstrated how classrooms can benefit from information technology. Samsung, which are already being implemented in hundreds of classrooms across Brazil. In this environment, users can interact with the Galaxy S10 Ultra and Tab A9+, which can be used to study high school and college subjects.
The room has an interactive screen Samsung Flip Pro, which functions as a 55" digital whiteboard where the teacher can take notes or mirror data from a laptop or tablet. Its main feature is the extremely realistic writing and drawing experience with low latency, which allows up to 20 people to interact with the screen at the same time.
Accompanied by intuitive software with pen and brush modes, the FlipPro facilitates the creation and annotation of content, promoting a more engaging and participatory learning environment for students and teachers.
In addition to its interactivity, the display is equipped with technical features that enhance the classroom experience. It offers versatile connectivity with multiple ports (USB, HDMI, DP) and wireless screen mirroring, making it easy to share content from multiple devices.
For complete immersion, the FlipPro It features 40W speakers and an ambient light sensor that automatically adjusts brightness. Importantly for shared spaces, it also features an antimicrobial coating that helps inhibit the growth of microorganisms on the screen surface.
What did you think of the new space? Samsung? tell us Comment!
See also other features:
With information: Samsung Newsroom
Text revised by Alexandre Marques in 12 / 08 / 2025.
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