[Edaily Reporter JAEMIN SONG ] SamsungElectronics is opening a permanent showroom in Löne, the hub of Germany’s kitchen furniture industry, to strengthen its push into the European built-in appliance market. The company plans to use the facility as a business-to-business (B2B) hub where local furniture manufacturers and distribution partners can directly experience its products and installation solutions.

SamsungElectronics announced on the 22nd that it has opened a built-in appliance showroom spanning approximately 480 square meters (about 145 pyeong) on the first floor of “Kitchen Center Löne (KCL)” in Löne, Germany.

Röhne is an area where major German kitchen furniture companies are concentrated. The “Küchenmeile,” a B2B event for kitchen furniture and appliances attended by approximately 300 brands and 25,000 industry professionals each year, is also held there.

SamsungElectronics has been participating in Küchenmeile since 2018 to showcase its premium built-in appliances. This year, the company set up a permanent showroom to coincide with the event, which runs from the 19th to the 25th. The company plans to go beyond one-time exhibitions by conducting product demonstrations, business consultations, and partner training throughout the year.

The showroom is designed around the concept of an AI-based smart kitchen. Visitors can experience firsthand how refrigerators, dishwashers, induction cooktops, and ovens connect via the SmartThings platform.

Exhibited products included the “Bespoke AI 1-Door Refrigerator,” which expands internal storage space while maintaining the same external dimensions, and built-in refrigerators with a refrigerator compartment on top and a freezer compartment below. The “Bespoke AI Dishwasher,” which analyzes the level of dirt on dishes to adjust the number of rinse cycles and wash temperature, was also showcased.

Also on display were the “Hood-Integrated Induction Cooktop,” which features a hood built into the center of the unit to extract smoke and odors generated during cooking, and the “Bespoke AI Oven,” which uses an internal camera to recognize ingredients and suggest customized recipes.

The company also introduced installation methods tailored to European living environments. These include a solution that maximizes space utilization in compact kitchens by installing a cooktop above the dishwasher, and a method that enhances the sense of integration with kitchen cabinets by attaching cabinet door panels weighing up to 12 kg to the dishwasher.

The company also prepared packages combining built-in appliances with cabinet finishes in various colors, such as wood, white, and navy. This allows local furniture partners to compare product configurations and installation methods suitable for kitchen environments.

Lee Sang-jik, Vice President of SamsungElectronics’ Digital Appliances (DA) Division, said, “We will expand our collaboration through showrooms where local partners can directly experience Samsung’s built-in products and connected experiences,” adding, “We will continue to strengthen our position as a premium brand in the European market.”