Samsung Electronics Opens 'AI Built-In' Showroom in Germany's Kitchen-Furniture Hub

[Financial News] Samsung Electronics has opened a permanent showroom in the heart of Germany's kitchen-furniture industry to target the European built-in appliance market. The company plans to expand cooperation with business-to-business (B2B) partners by establishing a hub in an area densely populated by local kitchen-furniture companies. The showroom offers everything from product displays to consultations and training. 
Samsung Electronics said on the 22nd that it had established a permanent showroom in Löhne, Germany, where the representative European kitchen-furniture and appliance B2B event KM Küchenmeile is held every year. The move is intended to strengthen the company's connections with local kitchen-furniture companies and partners. Küchenmeile is a large-scale kitchen-furniture event attended by about 300 brands and 25,000 industry professionals. This year's event began on the 19th and will run through the 25th. 
Samsung Electronics has participated in the event since 2018, consistently showcasing premium built-in appliances. This year, it opened the permanent showroom to coincide with the event. The company plans to use the new showroom for product displays, business consultations, and training while significantly expanding cooperation with local partners and strengthening the foundation of its European built-in appliance business.
The new showroom occupies approximately 480 square meters (about 145 pyeong) on the first floor of Kitchen Center Löhne, located in central Löhne, where German kitchen-furniture companies are concentrated. Samsung Electronics designed the product-display area around an AI-powered smart-kitchen concept, allowing visitors to experience Samsung built-in appliances and see how they connect organically with the Samsung SmartThings platform.
The latest kitchen appliance lineup on display included the Bespoke AI 1-Door Refrigerator, which uses Space Max technology to provide a spacious interior while maintaining a compact exterior; a built-in top-refrigerator, bottom-freezer model; the Bespoke AI Dishwasher, which analyzes the level of soiling with its AI Customized Wash feature and automatically adjusts the number of rinse cycles and washing temperature; an induction cooktop with built-in hood, which effectively removes smoke and odors generated during cooking while making more efficient use of space; and the Bespoke AI Oven, equipped with AI Pro Cooking, which uses an internal camera to recognize ingredients and suggest customized recipes. 
The showroom also featured various appliance-installation solutions designed for European kitchen environments. One solution places a cooktop above the dishwasher to use kitchen space more efficiently. Another attaches a furniture door panel weighing up to 12 kilograms to the dishwasher, creating a more seamless look with the kitchen cabinetry.
Lee Sang-jik, executive vice president of Samsung Electronics' Digital Appliances (DA) Business, said, "The opening of the showroom in Germany is an important milestone in expanding our European built-in appliance business. Through the showroom, where local partners can directly experience Samsung's built-in products and connected experiences, we will expand collaboration and strengthen our position as a premium brand in the European market." 

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