Samsung Electronics Co., Ltd. unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

Samsung unveiled the new Bespoke AI appliances for 2025.

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display¹. Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers, and Dryers².

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside³, food management has been enhanced with new features such as recognition of processed food items⁴ . Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices⁵.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+⁶. Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the Samsung’s first vented combo.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with powerful suction power of up to 400W⁷. The upgraded AI Cleaning Mode 2.0⁸ classifies more diverse environments⁹ like corners¹⁰ and the type of carpet¹¹ for customized cleaning performance.

Samsung Home Appliances Bring Easy To Use, Care and Saving to Consumers

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is a central control hub,  connecting devices through SmartThings without the need for a separate hub device¹². Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

New SmartThings services were also introduced during the event, including Family Care¹³, which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. In addition, all of this functionality is tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard¹⁴.

Knox Vault is also applied to home appliances for the first time¹⁵, storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products¹⁶.

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward¹⁷, the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results¹⁸. This support feature has already expanded to more countries, including France, Netherlands, and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create more convenient and customized smart home experiences that users can enjoy with comfort and peace of mind.

Samsung DA held a global event to unveil its vision and new products.

¹ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.
² The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning Mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning Mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.
³ The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.
⁴ When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.
⁵ When used with Active Dual Brush.
⁶ Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.
⁷ Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.
⁸ Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.
⁹ Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
¹⁰ PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
¹¹ Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
¹² Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.
¹³ AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI based or generate information or outcomes using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information. Accuracy of results is not guaranteed.
¹⁴ AI Home is available on select models, and its availability may vary by region.
¹⁵ Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
¹⁶AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.
¹⁷A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
¹⁸ Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.

“By offering a wide array of refrigerator options across type and also screen sizes, we are expanding choices to meet diverse household requirements,” says Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Consumers can enjoy greater flexibility in choosing fridge designs while benefiting from the AI-powered smart home experience Samsung provides.”

A Smarter Way To Manage Food, Home, Family Communication and Entertainment

Samsung’s new refrigerators incorporate the intuitive 9” AI Home screen and 32” or 21.5” Family Hub screens, which are designed to enhance four key areas of daily life: Food, Home, Family Communication and Entertainment. The first category, food, is powered by the upgraded AI Vision Inside, which adds four more food items to the list of recognizable types for a total of 37. Furthermore, adding on to fresh food items, AI Vision Inside can now also recognize processed food items. Refrigerators with the enhanced AI Vision Inside will recognize and recommend users to save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with designated names³. Based on the improved food list, the screen will provide tailored recipe recommendations and meal planning⁴, making home cooking more seamless and personalized.

Beyond food, the screens also enhance smart home connectivity. The latest advancements provide deeper integration into the smart home ecosystem, making the refrigerator a central hub capable of controlling connected appliances throughout the entire home. With the integration of Map View, users can monitor and control Samsung appliances and even third-party smart home devices⁵ like lights and smart plugs. There’s also SmartThings Energy⁶, which helps users track and optimize their energy consumption, facilitating greater efficiency in everyday life. The intuitive display provides users with access to a great deal of information about their home, with users also being able to issue voice commands through Bixby⁷.

The new Daily Board feature keeps everyone informed and connected. Placed at the heart of the home, the refrigerator screen delivers real-time updates throughout the day — whether it’s the morning weather and schedule before heading to work, or daily energy consumption reports in the evening. Users can also easily access their schedules through voice commands and receive tailored responses. By recognizing each family member’s voice and replying accordingly, Bixby will serve as both a helpful assistant for the entire household and for each person individually⁸. Additional family-focused features include a shared gallery for storing precious memories and a calendar to help with daily planning.

Samsung’s latest refrigerators also redefine entertainment in the kitchen, allowing users to stay engaged while cooking or spending time with family. With Spotify integration, users can listen to their favorite music or podcasts directly from their fridge⁹. SmartView Mirroring enables seamless screen sharing from smartphones or Samsung TVs, and the dedicated gallery feature lets families display their favorite photos, adding a personal touch to the kitchen

The Next Generation of Refrigeration

The 4-Door Refrigerator is designed to meet the needs of modern households with its innovative features¹⁰. The 9” AI Home applied on select models allows the refrigerator to integrate seamlessly with the smart home ecosystem.

The 4-Door Refrigerator also comes in Kitchen Fit design, allowing agile installation that requires only a tiny gap of just 4mm from the sides and 20mm from the top. Also, the refrigerator’s doors have been enhanced with SpaceMax insulation technology that uses less amount of high-efficiency insulation, increasing the space in the doors by 56% compared to previous models equaling 10L in capacity¹¹. Users can also enjoy convenience with the wide opening door that opens more than 90 degrees, and the food showcase to store frequently used items.

The 4-Door French Door Refrigerator, launching in North America, is available in various configurations, including a 32” Family Hub and a 9” AI Home. This flexibility allows users to choose the best fit for their kitchen. The Auto Open Door¹² feature ensures hassle-free accessibility with just a gentle tap, making it accessible to everyone in all kinds of situations to effortlessly access the inside of the fridge. It also has a Beverage Center that includes a water dispenser and a 1.4L Auto-Fill Water Pitcher that is BPA free¹³. Apart from ensuring that fresh, filtered water is always available, the pitcher also allows users to infuse their water with fruits and herbs.

All three types of refrigerators come with the AI Energy Mode feature, allowing users to reduce energy consumption by up to an additional 10%¹⁴. Users can choose to activate the mode always, or when electricity bills are expected to exceed the preset target.

With these latest innovative solutions, Samsung continues to push the boundaries of the connected kitchen, transforming the refrigerator into an intelligent hub that enhances food management, smart home integration and entertainment. By seamlessly blending AI-enabled convenience with energy efficiency, Samsung is redefining how users interact with their appliances and bringing the future of the smart home to life.

¹A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g. your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilize AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu.
²Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. Accuracy of results is not guaranteed.
³Processed foods are limited to those that keep a certain packaged form. AI Home recommends to save the item after it has been input more than 4 times during 30 days.
⁴Requires login to the Samsung account. The recommendations and meal plans may not fit personal preferences in some cases.
⁵A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
⁶Available on Android and iOS devices. All devices should be connected to Wi-Fi or other wireless network, and registered with a single Samsung account. The energy usage shown in SmartThings Energy may differ from your actual usage. Availability may vary by country, region, service provider, network environment, or device, and may change without notice.
⁷Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.
⁸Available starting from 2025 May through over-the-network update. Customized answering is available on select usage cases such as accessing Calendar, Gallery, Find my Phone.
⁹Available in all countries excluding China, Qatar, Yemen, Russia, Sudan
¹⁰Available in North America, Europe, Latin America, Southeast Asia and the Middle East in Q2 2025. Available screen sizes may vary.
¹¹Based on internal testing, compared to Samsung RF60DB9KF*** model launched in Korea. The capacity may vary by models, region, and feature specifications.
¹²An automatic closing function is not available. The actual angle that the doors open may vary due to the installation circumstances and usage conditions, like storing heavy items in the door bins. The user may need to adjust how the refrigerator is installed if the doors don’t open properly. The touch sensors can be turned on/off from the display or SmartThings app and the default setting is ‘Off’.
¹³Bisphenol A (BPA) is found in polycarbonate plastics and epoxy resins, which are often used in food and beverage containers, and has been linked with possible adverse health effects.
¹⁴Based on internal laboratory testing. The test results are based on a comparison of the factory setting temperature when using AI Energy mode and without using AI Energy mode. Results may vary depending on the usage conditions and patterns. AI Energy Mode can be activated in SmartThings Energy, which is available on Android and iOS devices. SmartThings Energy requires Wi-Fi connection and a Samsung account.

7” AI Home is expanding to Bespoke AI Washer & Dryer set, as well as Wall Oven

Samsung Electronics Co., Ltd. today announced that it is bringing its advanced screen technology to a broader range of home appliances, representing a bold step forward in realizing its “Screens Everywhere” vision. This year, Samsung is upgrading the kitchen experience by launching a refrigerator with a new 9” AI Home[1] screen, Screen options are being widened for consumers in the laundry category as well, with the 7” AI Home applied to the Bespoke AI Laundry Combo now being included in the newly launching Bespoke AI Washer and Dryer set. Samsung is showcasing these new products at the upcoming CES 2025.

“We have been leading the development of screen appliances to elevate our consumers’ experiences with innovative features and functionalities”, said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Along with those efforts towards enhancing usability, we are expanding consumer options by developing screens of different sizes and products that effectively incorporate them.”

Diversifying Bespoke Refrigerators With a New, Compact Screen and Enhanced Features  

By offering a diverse selection of products with varying screen sizes, Samsung aims to enhance usability for consumers while also realizing an interconnected smart home. Supporting voice control via Bixby[2], the screens on Samsung appliances showcase essential information about the appliance, such as the fridge’s internal temperature, or washing cycle information, in an intuitive and straightforward way. Moreover, the Map View feature is a key differentiator, allowing the screens to function as simplified, convenient control hubs where users can monitor and control their connected appliances[3] from a single screen. Lastly, the screens provide various entertainment features through internet connection, expanding the roles played by home appliances within the domestic environment.[4]

In the kitchen, to complement the refrigerators with 21.5” and 32” Family Hubs[5] that are currently available, Samsung is unveiling the Bespoke Refrigerator with 9” AI Home, which caters to consumers seeking the Family Hub’s advanced features in a more compact size. Moreover, the 9” AI Home also functions as a hub for controlling third-party smart devices that are compatible with SmartThings, like lights and smart plugs[6]. Alongside these functionalities, users benefit from seamless access to features like SmartThings Energy and built-in entertainment options.

Expanding Screen Options Across Various Product Categories

As an expansion of the availability of the AI Home screens in laundry products, Samsung is introducing the Bespoke AI Laundry Combo’s 7” AI Home screen to this year’s new Bespoke AI Washer and Dryer set. This screen makes laundry efficient and convenient with intuitive menu navigation, real-time updates on washing cycles, and energy monitoring. These advancements, along with helpful features like Map View, enrich day-to-day experiences that users have with their appliances. By adding the AI Home to a wider lineup and adopting diverse screen sizes, Samsung is continuing to expand options and choices for a wide variety of customer needs.

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[1] AI Home refers to the 7’’ or 9’’ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.

[2] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (UK), English (US), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Spain), Portuguese (Brazil) and Spanish (Latin America).

[3] Applicable to appliances connected to the SmartThings App available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4] SmartThings login with the same account as the mobile phone is required for phone calls.

[5] The Family Hub is provided in various sizes according to region and project.

[6] A Wi-Fi connection and a Samsung account are required.

CES 2022 offers visitors and online viewers an opportunity to see for themselves how Samsung has been innovating for the future. From displays and home appliances, to products and services that raise the bar for innovation, the company’s showcase at the world’s largest technology show offers a peek at what our daily lives will look like very soon.

Samsung’s CES 2022 booth is full of eye-catching innovations. But which products and technologies will viewers and visitors absolutely not want to miss? To answer that question, Samsung Newsroom went straight to the source, asking the experts behind the innovations which ones they think deserve a closer look.

In part one of this two-part series, Telly Lee, Vice President of Samsung’s Home Appliances Division and Jungrae Kim of Samsung Electronics’ Visual Display Business will explain how Samsung designed its latest home appliances and portable screen to cater to consumers’ evolving lifestyles.

The Bespoke Kitchen: Home Appliances That Evolve in Line With Users’ Changing Lives

▲ Telly Lee, Vice President of Samsung’s Home Appliances Division and Head of the Kitchen Product Planning Group, with Samsung’s Bespoke French Door refrigerators

Q: What can you tell us about the home appliance products and technologies that are being showcased at CES 2022?

We are going to focus on introducing the Bespoke kitchen, in which refrigerators and colours are unified to great effect. The Bespoke kitchen begins with our flagship Bespoke refrigerators. We’ve expanded the Bespoke range to FDR (French Door refrigerators) in 4-door and 3-door models. This represents a significant expansion of our lineup following the release of Bespoke refrigerators in 4-Door Flex, Bottom Mount Freezer and 1-Door Column types in 2021.

One new point of innovation for Samsung’s Bespoke refrigerator is the Beverage Centre. Featuring a water dispenser hidden inside the door, the Beverage Centre offers a convenient solution that enables the fridge to feature a smooth exterior. Along with the new Bespoke refrigerators, we’re also showcasing other vibrant and colourful products that are part of the Bespoke kitchen like oven ranges and dishwashers.

These days, we’re seeing more customers choose modern designs for their kitchens. With Bespoke, we want to show that it’s possible to decorate your kitchen based on your individual tastes with a palette that includes colours that blend in with your interior, as well as accent colours[1].

At CES, we are also showcasing SmartThings Cooking, a service that introduces connected experiences to the kitchen. With this service, users can receive recipe recommendations and information to help them save time on both prep and cooking. SmartThings Cooking recommends recipes that fit your tastes and dietary preferences, then builds meal plans to match. As you’re cooking, it also sends recipe instructions directly to synced compatible Samsung cooking devices.

Q: What are some unique or attractive aspects of the new Bespoke offerings that you don’t want visitors at CES to miss?

First, I’d like to underline the expansion of the Bespoke range, which gives consumers who want their refrigerator to reflect their preferences in terms of colour and materials even more options to choose from. Since launching Bespoke in 2021, we’ve seen continuous demand for this type of customization. Delivering on this is one of the reasons we added the French Door refrigerator to our 2022 Bespoke refrigerator lineup. The panels come in twelve colours, which means that there are over 20,000 possible colour combinations for a four-door refrigerator alone.

Another can’t-miss aspect is the features. The Beverage Centre, for instance includes a 1.4-liter AutoFill water pitcher, as well as a Dual Auto Ice Maker that holds up to 4.1kg of ice. What’s more, the FlexZone offers five different temperature modes to help keep ingredients like meat, seafood, fruits and vegetables at optimal temperatures. These unique features help bring greater convenience to users’ daily lives.

Users also get to experience an even smarter kitchen with Family Hub, which is included in the latest Bespoke refrigerator lineup. By using the large screen on the front of the refrigerator users can enjoy music and videos in the kitchen and control kitchen appliances and smart devices too. With a screen that integrates seamlessly into the door panel, and with a highly aesthetic design and minimized bezels, the Bespoke Family Hub is capable of blending into almost any space.

▲ Samsung’s Bespoke Family Hub refrigerator

Q: Our way of life has changed dramatically over the past two years, with technology that connects people becoming more important as contactless ways of doing things increasingly become the norm. What kind of impact do you think the products and technologies showcased at CES 2022 will have on people’s lives?

As users have begun to spend more and more time at home, their lives have become more “home-centric.” We expect this trend to continue in 2022. At the same time, concern for sustainability continues to increase on the heels of events like the United Nations’ COP26 conference, and with environmental regulations being strengthened across the globe. With these shifts in consumer lifestyles and interests in mind, Samsung has been working to provide kitchen solutions that are “customized, smarter, and more sustainable.”

Our customized kitchen solutions cater to users who have been spending a lot of time in their kitchen and thus feel a stronger desire to remodel their space to reflect their tastes. By expanding our Bespoke lineup, we are providing a more diverse range of refrigerator types and colour options, helping users build customized kitchens that suit both their lifestyle and their interior design scheme.

Spending more time at home has naturally led to a rise in home cooking as well. To help make this easier by making kitchens “smarter”, Samsung introduced SmartThings Cooking[2], a tailored cooking journey service that can do everything from looking up recipes to creating a diet plan. Powered by Whisk’s Food AI, SmartThings Cooking recommends your personalized recipe and meal plans based on your tastes, dietary preferences and groceries you have on hand. When it comes time to cook, SmartThings ensures a seamless cooking experience while communicating directly with your smart Samsung kitchen appliances.

And with Family Hub, consumers can even utilize this service through the display on the front of their fridge while continuing to control other home appliances from it as well.

Finally, our kitchen solutions are becoming “more sustainable.” Samsung continues to innovate on this front, seeking out ways to incorporate cutting-edge technology into our appliances while keeping sustainability in mind as well.

The Freestyle : Designing a Projector That’s Not Limited by Space

▲ Jungrae Kim of Samsung Electronics’ Visual Display Business proudly displays The Freestyle, a new portable screen introduced at CES.

Q: Could you walk us through how your team came up with The Freestyle?

Ever since the pandemic changed our daily lives, our personal spaces have become more and more important. This is particularly true of relaxing spaces like the bedroom, where we’re seeing more people using products for the purposes of entertainment. We’re also seeing more people utilize cozy and quiet spaces in their homes, as well as increased interest in spending time outdoors – by going camping, for example. We wanted to reflect these trends of our time in our products, and enable users to use them as they wish – anytime, anywhere, and regardless of space limitations. That’s how we came up with the personal, movable smart projector that is The Freestyle.

Q: What are unique points of the Freestyle?

The Freestyle was designed to offer users new levels of functionality. It’s easy to see what sets this product apart just by looking at it. To allow users to carry around every day, we designed The Freestyle to be lightweight, weighing just 830 grams. The fact that you can conveniently carry it with you wherever you go is its biggest advantage.

The Freestyle also features a simpler installation process. All users need to do is place The Freestyle wherever they want, and then turn it on. That’s it. The Freestyle comes with full auto keystone and auto leveling features, enabled by cutting edge technology. The features allow the device to automatically adjust its screen to any surface at any angle, providing a proportional image every time.

Users can enjoy a seamless and continuous viewing experience by accessing their user accounts and settings for various streaming apps and services. On top of that, we’ve also applied far-field voice control technology. So when the screen is turned on, users can search for content using just their voice. When the screen is off, they can use the device to listen to music or ask for the day’s weather just as they would with a smart speaker.

The Freestyle’s picture and sound quality – the most basic and important features of any display – also deserve a closer look. We applied Samsung TVs’ picture quality engine, and the white balance is adjusted automatically according to the colour and tone of the wall that the screen is being projected to. We also applied dual passive radiators to produce deep, high-quality bass. This allows customers to enjoy a cinema-like sound experience no matter where they are.

Q: In line with Samsung’s ‘Screens Everywhere’ vision, The Freestyle can be utilized in various ways for maximum convenience. What are some specific use cases for The Freestyle?

First of all, The Freestyle can be conveniently set up in a user’s bedroom. While lying in bed, before falling asleep, they can use the device’s integrated cradle to move the screen from the wall to the ceiling to continue watching a movie more comfortably. The Freestyle can also be placed lightly on a dining room table, transforming the room into a new space for entertainment.

For powering it up, The Freestyle is compatible with external batteries^[3] that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap ^[4].

Through close cooperation with Samsung’s MX (Mobile eXperience) Business, we’ve equipped The Freestyle with a button that syncs it with compatible Galaxy devices. With just a push of a button, users can instantly use their mobile device as a remote control^[5]. They can also utilize mobile hotspots when no Wi-Fi networks are available. We’ve developed this product by paying close attention to even the smallest details, all to make the device just as convenient and easy to use outdoors as it is at home.

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[1] Colour availability may vary based on region.

[2] Available on Android and iOS devices. A Wi-Fi connection and a Samsung Account are required.

[3] Samsung is not liable for 3^rd party external batteries.

[4] Screen not included or required. Image and viewing quality may vary depending on a variety of factors including projecting surface, distance, and environment.

[5] Available on Android and iOS devices with SmartThings installation. A Wi-Fi connection and a Samsung Account are required.