[Interview] Simplicity Feeds Immersion: The TV Design Philosophy of EliminationShare open/close
Ultra-large TVs are taking the world by storm. The standard of ultra-large TVs, currently broadly understood as “larger than 75 inches,” continues to evolve with the growth in demand. Samsung Newsroom previously explored the main drivers of this trend, with a focus on the 2023 98-inch Neo QLED 8K. In this piece, we move on to discuss the intricate design process that helped showcase the behemoth of a screen in a sleek, elegant form factor as well as the details considered to push the immersive viewing (and listening) experience to the frontier.
Pursuing Simplicity With a Purpose
The essence of the TV experience is defined by both what you see and what you hear. Samsung Electronics has long focused on creating a “TV without a bezel” to provide a seamless experience that eliminates unnecessary distractions, and it continues to adhere to the idea of “simple, yet meaningful.” A few years ago, this journey came to the point of minimizing the company logo in the front; this year, the 19.9 mm bezel-less design of the 98-inch Neo QLED pushed the envelope to represent the culmination of Samsung’s design philosophy.
“We focus on the core activities of the TV experience — which is watching and listening to content — and deliver value by leaving only the beauty of simplicity,” said Jangho Kim, who helped design the TV.
‘Design’ Paving the Way for Even-Larger TVs
As screens get larger, users have higher expectations for a new viewing experience. The current embodiment of Samsung’s TV design philosophy can be summarized as “One Plate Design,” to provide a perfectly immersive environment while eliminating potential concerns about the 98-inch size.
“We created the ‘One Plate Design’ by adopting a basic, simple design language so that TVs don’t seem intrusive to space. Being completely flat, you can hang the TV flush against the wall,” said Kim. “The TV is physically slim, but with a purpose: it all adds up to provide a truly immersive experience.”
The stand also heeds the minimalistic design philosophy, providing a sturdy foundation that does not obstruct the user’s view. Made up of two sheets of metal, the compact stand evokes a clean design while holding the ultra-wide screen steady — it doesn’t need to visually boast its 98-inch-screen-bearing prowess. “We made great efforts to find the optimal structure and ratio that can firmly balance a 98-inch TV without shaking or falling over,” said Kim. “The stand was developed with a simple but sleek and stylish design that can naturally blend in with the TV.”
The creation of this new, innovative product is the result of many talented minds from different departments coming together. Kim expressed how the expertise of various engineers, including those from the circuit, mechanics and materials departments, helped tremendously in realizing the slim, sleek and simple design statement.
Incredible Detail on a Larger Scale
As the design language for TVs — like many other electronic devices — has become simpler, some jokingly say that there’s not much left to design. But Kim smiles and says, “that’s why the details become increasingly important.”
For example, the 2023 98-inch Neo QLED’s Slim One Connect box was newly designed to blend in even more seamlessly to the users’ environment. The One Connect box helps users simplify their viewing field by allowing them to connect power and various input sources (e.g., cable box, gaming console, LAN cable) through a dedicated device. Compared to previous models, which required a separate space to place the device, the new Neo QLED 8K’s Slim One Connect box can be easily latched onto the back of the TV or on the stand. Regardless of where you place the TV — whether on a wall, a dedicated TV stand or another piece of furniture — you can enjoy your viewing experience without being distracted by unsightly cables, wires or external devices.
“We revamped the new Slim One Connect box to help users build a seamless TV environment in their homes,” Kim stated. “Ease of installment and minimal cable arrangements are also part of the TV experience. We took these aspects into consideration and really dug into the details in designing the new Slim One Connect box.”
Details can also be found in the sound system. Speaker holes were strategically placed on the side with woofer units in the back for both performance and aesthetic pleasure. “We are doing our best to maintain the beauty of the product at every angle — that includes the back,” explains Kim. The large units help add visual credibility to the set’s sound performance while making the TV visually pleasing from all angles.
These speaker positions, of course, have practical purposes, too. The various directions and spacing alignments of the units help better enable features such as Object Tracking Sound; the exposed woofers can bounce sound off the back walls and fill the room.
As it continues to capture the attention of users around the world, the 2023 98-inch Samsung Neo QLED 8K is redefining “immersion” with its sleek design, crisp graphics and superior sound quality. Up front, all but the screen is basically eliminated. Details on the sides and back elegantly fill the rest of the immersive experience. A constant process of eliminating, innovating and refining, Samsung TV designs continue to thrive for an even more immersive viewing (and listening) experience.
Products > TVs & Displays
For any issues related to customer service, please go to
Customer Support page for assistance.
For media inquiries, please click Media Contact to move to the form.