Samsung Electronics expansion in Germany

Samsung Electronics has expanded its presence in Germany through new experiential and commercial initiatives focused on its AI ecosystem.

At IFA 2026 in Berlin, the company launched the ‘Samsung Creator Hub,’ a dedicated space for influencers and content creators. The hub utilized immersive environments, such as an ‘AI Escape Room,’ to demonstrate the practical applications of Samsung’s AI ecosystem and SmartThings platform.

Following these promotional efforts, Samsung opened a permanent 480-square-meter showroom for built-in appliances in Löhne. Located on the ground floor of the KitchenCenter Löhne, the facility serves as a hub for product displays, business consultations, and industry training to support the company’s European B2B market expansion. The showroom showcases AI-driven smart kitchen concepts, including Bespoke AI refrigerators with Space Max technology and ovens with internal cameras for recipe suggestions.

To cater to European kitchen standards, the center features specialized installation solutions, such as mounting cooktops above dishwashers and attaching furniture door panels to appliances for a seamless aesthetic. Sang Jik Lee, Vice President of Samsung Electronics' Digital Appliances division, described the opening as a “significant milestone in expanding the company’s built-in appliance business and reinforcing its premium brand positioning in Europe.”