KUKA and Samsung Install Robot-Driven Display System at Augsburg Showroom

KUKA has opened a new showroom at its headquarters in Augsburg, Germany, built around a kinetic installation in which two of its industrial robots move a 65-inch Samsung Smart Signage display in synchronized choreography. The installation is positioned in front of a Samsung IEA Indoor series 4K LED display composed of 64 cabinets, which opens like a curtain behind the robot-driven panel to reveal large-scale digital art and motion graphics.

The 2.0mm pixel pitch of the IEA series display provides close-range clarity that allows visitors to observe the precision of the robots’ motion as they animate the content – making the display a demonstration surface for KUKA’s motion control capability as much as a visual experience in its own right.

What the Space Demonstrates

The showroom is organized around making industrial automation tangible for visitors who may not have access to a working factory floor. A second installation uses five vertically mounted 105-inch Samsung QPDX-5K displays in a 21:9 format to create a production window effect – supersized screens that simulate the visual experience of looking into an active automated manufacturing line from inside the showroom.

A third element adds 16 Samsung VMC-R video wall displays to extend the installation’s visual range across the space. MEDIA tek served as the integration partner, combining LED, large-format LCD, and video wall displays into a cohesive installation.

“We want to make complex technologies feel tangible and engaging while remaining flexible across different presentation formats,” said Lorenz Löbermann, Global Lead Corporate Brand Management at KUKA Group.

The Broader Context

The Augsburg showroom reflects a pattern visible across industrial robotics companies of using precision motion control demonstrations in non-factory settings to communicate engineering capability to a wider audience – a strategy that has become more common as humanoid and industrial robot manufacturers compete for public attention alongside enterprise sales. KUKA, owned by Chinese appliance maker Midea Group since 2016, remains one of the world’s largest industrial robot manufacturers, with its traditional six-axis arm business increasingly operating alongside the broader physical AI and humanoid robot market it has not yet entered directly.

The installation is less a product launch than a brand infrastructure investment – designed to show how automation moves and responds rather than simply what it can produce, targeting the commercial and institutional visitors who pass through Augsburg as prospective customers or partners.

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