Samsung refreshes its executive showrooms with visual display solutions for tailored partner and customer experiences

Samsung Electronics America, Ltd. inaugurated four of its newly renovated Executive Briefing Centers (EBCs), equipped with state-of-the-art visual display technology in permanent locations in Dallas, Texas; Ridgefield Park, New Jersey; Washington D.C.; and Irvine, California. Each EBC inspires creative and innovative work, delivering solutions that transform business and luxury residences, while emphasizing reliable and sophisticated technology. These four showrooms filled with Samsung’s latest products and solutions provide exclusive training and demonstration opportunities for customers. They also provide the opportunity to meet Samsung executives, engineers and marketing personnel, greatly enhancing the customer experience.

The Dallas location provides Samsung with the opportunity to speak to the design and architectural community that resides in the Dallas Market Center, home to Samsung’s newest EBC. The redevelopment of EBCs underscores Samsung’s commitment to being the first and only display manufacturer to introduce year-round residential and commercial technology solutions to its customers and partners.

Samsung showroom celebration in Dallas

Samsung’s Dallas EBC is the first of its kind in the US to offer a full suite of visual display products for the custom install channel. Three years ago, Samsung partnered with the Dallas Market Center, a leading global business-to-business mall and wholesale market, to help introduce next-generation visual display technology to retailers and building architects. interior. The refreshed space now offers a range of 35 commercial and residential products and solutions, making it a prime destination for the latest display innovations.


The official groundbreaking ceremony for the redesigned space took place on October 20 and highlighted Samsung’s best-in-class portfolio, including The Wall All-in-One, Samsung’s line of interactive displays, as well than its full line of Lifestyle products, including The Frame, Premier and 8K Neo QLED. The event included a first look at the showroom’s wide range of offerings, including demonstrations of lifestyle and business products from Samsung experts and partners. Attendees were invited to experience first-hand how each product and solution transforms the conventional viewing experience, including a hands-on demonstration of Samsung’s MagicINFO software that helps customers deliver engaging, informative and entertaining content.

“The Dallas EBC is equipped to showcase Samsung’s latest display products and solutions, and is designed to enhance customer and partner engagement,” said Harry Patz Jr., senior vice president and general manager, Display Division, Samsung Electronics America. “This showroom demonstrates our commitment to channel partners in our most successful state of sale for the custom installation and reseller market.”

The showroom has proven to be a transformative space with room for large-scale trainings, meetings and private events, allowing for increased engagement and collaboration. The prestigious and world-renowned Dallas Market Center proved to be the ideal location; designed for installers and dealers, the EBC is ready to welcome clients and customers all year round.

“It can be difficult to articulate high-performance, high-design technology solutions, so it has to be experimented with,” said Ernie Wohlleben, president of Architechnology Designs. “The Dallas Samsung EBC is a comfortable and inviting space that effectively showcases innovative products such as The Wall and Frame. Our notable clientele won’t be visiting a sales showroom, so the EBC allows us to educate customers and staff, while entertaining them in a classy environment.

“We welcome the addition of Samsung’s EBC to our dynamic marketplace, which is not only convenient for meetings and private events, but also for reaching retailers, interior designers, architects and builders who want to sourcing cutting-edge technology options”, said Cole Daugherty, senior vice president, Dallas Market Center. “This is a partnership that will pay dividends for thought leadership and commerce.”

About the Dallas Market Center

The Dallas Market Center is a B2B wholesale center that hosts over 50 trade events each year and welcomes over 200,000 attendees. The 5 million square foot campus includes more than 1.5 million square feet of design resources, including lighting and home automation that connect retailers, interior designers, architects, builders and integrators with the best manufacturers in a daily open market welcoming 3,000 buyers per month. Dallas Market Center, with its mid-century design, hosts the largest residential lighting trade events in North America; global trade events for home decor and gifts; and design traffic visiting the largest and most successful daily open design center.

Edward N. Arrington