The main requirement is the elaboration of new display techniques and the development of 'flexible' concepts to fulfill Samsungs aspirations. Flexibility is understood here as the capacity to grow (adding new products) or to change (replace) easily.
Given are two existing showrooms on different industrial sites (Ki-Heung and Suwon) in the outskirts, of Seoul. Both showrooms are integrated into office buildings. The showroom in Ki-Heung contains for the major part semiconductors, the one in Suwon presents all Samsung products from 1969 to future developments.