The MRA enables mutual recognition of cybersecurity evaluation results for labeled products, helping companies accelerate market access while ensuring a high level of trust across borders. Through this arrangement, Samsung’s products that pass KISA’s Certification of IoT Cybersecurity (CIC) could be granted equivalent recognition under BSI’s labelling scheme.

“We are honored to be the first to be mutually-recognized under the Korea-Germany MRA,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team for the Digital Appliances Business at Samsung Electronics. “We will continue to prioritize robust IoT security so that users can enjoy the convenience of AI-powered home appliances with greater confidence.”

At IFA 2025 in Berlin, KISA and the BSI held a ceremony to celebrate the newly labeled products and the official signing of the MRA. The ceremony took place at the BSI booth at IFA, with BSI, KISA and Samsung DA’s key representative.

KISA Certification of IoT Cybersecurity (CIC)

CIC evaluates products in categories such as robot vacuums, smart home cameras and connected appliances, assigning one of three levels — Lite, Basic or Standard — based on their ability to protect against digital threats.

Last year, Samsung became the first company to earn the highest “Standard” grade from KISA for its robot vacuum cleaner.³ And as of now, it remains the only brand to hold the grade.

The new robot vacuum cleaner⁴ and refrigerators⁵ recently received the “Standard” grade in CIC, which is a designation reserved for devices equipped to withstand advanced hacking attempts.

Enhanced Security for Connected Homes

The robot vacuum cleaner and refrigerators feature a range of enhanced security technologies, enabling safer and smarter home automation. In addition to Samsung Knox, which protects devices against malware and external threats, the model brings:

• Knox Matrix Trust Chain — monitors the security status of all interconnected SmartThings devices to detect and prevent potential breaches.⁶
• Knox Vault — stores sensitive user data, such as personal information and authentication credentials, in a physically isolated secure chip.⁷

With these solutions, users can make use of AI features like AI Object Recognition⁸ of Bespoke AI Jet Bot Steam Ultra and SmartThings⁹ connectivity with trust, since their privacy and device security are rigorously protected.

Samsung showcased both products, along with other innovations in AI and home appliance connectivity, at IFA 2025 in Berlin.

¹ VR90F01EBG/WD
² RM90F67CECEF
³ VR7MD97716G
⁴ VR90F01SAG
⁵ RM90F91D1W, RM90F91B1W
⁶ Currently applied to all Wi-Fi enabled appliances launching in 2025 and planned to be expanded to chosen models that launched in 2024 from September 2025.
⁷ Currently 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.
⁸ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
⁹ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

▲ View of the Smart Modular Home

The Smart Modular Home combines AI-enabled appliances, high-efficiency HVAC (heating, ventilation and air conditioning) systems and seamless connectivity through SmartThings¹ and SmartThings Pro into a single built-in residential solution. With IFA 2025 as a launch point, Samsung plans to bring its Smart Modular Home to the global B2B market.

Samsung Newsroom got a firsthand look at how the Smart Modular Home is transforming residential spaces.

A Seamlessly Connected AI Home

▲ With 3D Map View in SmartThings, users can check the status of home appliances at a glance and control them.

Upon entering the Smart Modular Home, visitors are greeted by a wall-mounted panel on the right featuring SmartThings’ 3D Map View. The display shows the real-time status of appliances throughout the home, letting users monitor and control devices instantly as they adapt to the user’s lifestyle and environment. At the entrance, a smart security camera² and smart door lock provide convenient and secure access.

A Home That Works Behind the Scenes

▲ When a user returns home, SmartThings automatically adjusts the lighting and temperature by controlling devices.

As visitors pass through the entrance into the kitchen, the home immediately demonstrates its intelligence. Linked to the smart door lock, SmartThings detects when someone enters, turns on the lights and gently opens the curtains. The robot vacuum completes its cleaning cycle and docks at the charging station, while the air conditioner adjusts the room to the preferred temperature.

Smarter Energy Use

▲ With SmartThings Energy, users can schedule and charge appliances at optimal times.

With all home appliances connected through SmartThings, energy management becomes effortless. On a smartphone, SmartThings Energy shows current usage and the projected monthly total at a glance. Optimal Scheduling³ allows the washing machine and dishwasher to run outside peak hours, while the robot vacuum charges just enough during the day and completes charging overnight when electricity rates are lower.

▲ With EHS, users can manage underfloor heating, cooling and hot water in the Smart Modular Home.

Underfloor heating, cooling and hot water are powered by EHS heat pump solutions designed for the Smart Modular Home. In future Smart Modular Home complexes, SmartThings Pro could be used for centralized HVAC management to improve operational efficiency.

A Home That Transforms for Play

In the multipurpose room, launching Game Mode in the SmartThings app turns off the ceiling lights and closes the curtains. LED lights sync with the game’s visuals and rhythm, while the air conditioner adjusts to the optimal temperature for maximum comfort. The result is an immersive gaming environment that transforms the home into an adaptive, experience-rich space that goes beyond daily routines.

As Samsung continues to bring innovations to the Smart Modular Home,⁴ users can look forward to the evolving future of AI-enabled living spaces.

¹ Applicable to appliances connected to the SmartThings App available on Android and iOS devices. Requires routine setup through the SmartThings app. A Wi-Fi connection and a Samsung account are required.
² Video footage captured by cameras is processed by the intelligent Smart Video Management System (SVMS) developed by S-1 Corporation, using its functions to detect, analyze, recognize and notify abnormal situations — such as fire, falls or intrusion — so that countermeasures can be established.
³ Available in countries such as those in Europe where peak-time pricing is applied. Availability and benefits may vary by electricity provider and tariff conditions. Optimal Scheduling is set by the user in SmartThings Energy during peak-time settings. The device notifies the user of peak times and allows them to choose when to start. For home appliances without screens, users can check Optimal Scheduling status through an LED indicator.
⁴ The features and specifications of Samsung Smart Modular Home are based on current development plans and are subject to change. Specifications, functionalities and availability may vary by region.

The IFA Innovation Awards are a new global program debuting at IFA 2025 to spotlight products that demonstrate outstanding innovation, design excellence and market impact. Organized by IFA Berlin, the awards mark a new chapter in the event’s century-long legacy as a leading global stage for consumer and home technology. Besides the award certifications, winners also gain licensing rights, media exposure and exclusive opportunities at future IFA events.

Highlighted IFA 2025 Best of Innovation Award Winners

Bespoke AI Laundry Combo Wins Best in Design Award for Sleek Usability

In the home appliance category, the premium all-in-one washer-dryer Bespoke AI Laundry Combo was recognized with a Best in Design award, highlighting the product’s excellence and advanced technology. The Bespoke AI Laundry Combo offers the convenience of washing and drying in a single cycle, while also boasting a sleek design and a 7-inch touchscreen that enhances usability. It also delivers exceptional energy efficiency, with the wash cycle being 20% more efficient than the A-grade standard,¹ as well as advanced heat pump drying technology that reduces drying time by up to 60%² and energy consumption by up to 75%.³

The Movingstyle Redefines Portable Display

The Movingstyle, a portable smart display that blends form and function, won two IFA Innovation Awards for Best in Home Entertainment and Best in Design. Transforming how people experience entertainment across their living spaces, The Movingstyle’s design is rooted in one simple, elegant idea: mobility should be effortless.

Inspired by the silhouette of a tote bag, the integrated handle is both a distinctive visual signature and a practical tool. With it, users can carry the 27” QHD touchscreen like a personal item, while the soft-wheeled floor stand glides smoothly between rooms. The Movingstyle also comes with a 2-in-1 One Action Stand that allows the screen to detach from the stand in a single motion, instantly becoming a self-supporting display without extra accessories.

The Premiere 5 Provides an Innovative Home Viewing Experience

As Samsung’s most compact triple-laser ultra-short-throw projector, The Premiere 5 also won two IFA Innovation Awards for Best in Home Entertainment and Best of Tech Innovation. At just a fraction of the size of conventional projectors, it projects screens up to 100 inches from just 43.3cm away — or 80 inches at 32.7cm and 60 inches at 22.2cm — enabling large-scale visuals even in small, aesthetic-conscious spaces.

Perhaps its most impressive feature is Touch Interaction, which is enabled by a built-in IR laser and camera that allows intuitive control of content, games, apps and workouts — creating interactive use cases across education, entertainment and home training.

The Freestyle+ Blends Smart Tech and Portability

The Freestyle+ is the world’s first portable smart projector to be embedded with both on-device and generative AI, which helped it to win the Best in Home Entertainment award. It is powered by Samsung’s proprietary AI Q Processor — the first AI chipset built into a smart projector — and features a built-in AI OptiScreen that includes seven built-in features that work together to straighten the image, maintain sharp focus, avoid obstacles, fit screen borders, adjust color for wall tone, enhance visibility in different lighting and dim the light when someone steps into the beam.

The Freestyle+’s built-in generative AI model allows users to create their own ambient visuals directly from the projector, and AI Q-Symphony detects the device’s position and automatically syncs audio with Samsung speakers or soundbars to deliver immersive surround sound.

Galaxy Tab S11 Ultra Allows Users To Create Content and Game Like Never Before

Galaxy Tab S11 Ultra won two IFA Innovation Awards for Best in Content Creation and Best in Computing & Gaming. These awards were won on Galaxy Tab S11 Ultra’s suite of tools for effortless productivity, creativity and immersive gaming experiences. As a product, Galaxy Tab S11 Ultra combines ultra-performance with a thin and light design to elevate creativity and power productivity on the go.

With the redesigned S Pen, powerful Samsung DeX and advanced Galaxy AI, it enables users to experience a new level of creativity, while its 14.6-inch 120Hz Dynamic AMOLED 2X display delivers a seamlessly immersive gaming experience.

Galaxy Z Fold7 Combines Design and Next-Level Functionality for an Ultra-Smartphone Experience

Galaxy Z Fold7 won the Best in Communications & Connectivity award by bringing together the best of Galaxy design, camera functionality and AI innovation in the thinnest and lightest Galaxy Z Fold series to date. It delivers premium performance and the experience of an ultra-smartphone with a larger, more immersive display when unfolded. Featuring One UI 8, Galaxy Z Fold7 has optimized Galaxy AI for larger screens, maximizing the benefits of the expansive foldable display to boost productivity.

Highlighted IFA 2025 Innovation Award Honorees

Bespoke AI Washer — precisely controls motor operations to reduce energy consumption to 65 percent lower than a Class A rating,⁴ the highest EU efficiency standard. This represents an improvement of 10 percentage points over last year’s A-55%⁵ Bespoke AI Washer, revealed at IFA 2024.

Bespoke AI Jet Ultra — featuring a suction power of 400W⁶ while reducing overall weight, it is the world’s most powerful stick vacuum cleaner. It also supports AI Cleaning 2.0, which automatically adjusts suction power to suit various cleaning environments. Additionally, the Bespoke AI Jet Ultra recognizes floor types such as wood, carpet and mats, as well as room structures like corners and walls.

Bespoke AI Dishwasher — equipped with AI Wash, which uses an improved high-resolution turbidity sensor and AI algorithm to thoroughly clean items by detecting and analyzing soil levels throughout the wash and rinse cycles adjusting water temperature and duration for maximum efficiency. Additionally, it features an Auto Open Door that enables users to open the door with a simple push on the upper area, eliminating the need for handles and allowing the product to blend seamlessly into kitchen furniture.

Bespoke AI Refrigerator with Hybrid Cooling — utilizes two power sources — the compressor and Peltier module — to offer efficient and precise cooling. It also comes with the upgraded AI Vision Inside, which can recognize up to 37 fresh food items and 50 processed foods.⁷ Lastly, the refrigerator includes a 9” smart screen that allows it to become a hub for connected appliances, show food items and recommended recipes and provide various forms of entertainment.⁸

Bespoke AI WindFree — creates a comfortable environment without cold drafts by dispersing air through micro holes. AI Fast & Comfort Cooling analyzes user habits and indoor/outdoor climate data to seamlessly switch between Fast Cooling mode and WindFree mode, providing energy-efficient comfort. It also combines comfort and energy savings through its Comfort Drying feature, which precisely controls humidity and temperature. When connected with wearable smart devices like watches and rings that detect when the user is asleep, it automatically turns on WindFree cooling and adjusts the temperature to better allow for deep sleep.⁹

Micro RGB — the world’s first display to feature micro-sized RGB LED backlighting in a 115-inch screen. Unlike conventional LED TVs that rely on white or blue backlights, Micro RGB is engineered with individually controlled red, green and blue LEDs to deliver true, full-color local dimming. It also achieves 100% of the BT.2020 color gamut and has earned VDE certification for its Micro RGB precision color.

Odyssey 3D — immerses users in a diverse array of 3D experiences from games to videos with stunning 3D effects¹⁰ — all without the need for dedicated glasses — thanks to advanced eye-tracking technology and a proprietary lenticular lens.

Spatial Display — creates realistic depth and dimension to 2D visuals and 3D effects, without the need for 3D glasses. Slim and lightweight, this innovative signage brings brands to life and is suitable for any space and setting, including retail, events and luxury experiences.

Galaxy S25 FE — a gateway to the latest Galaxy AI experiences with multimodal capabilities that makes everyday interactions feel more natural and intuitive. Galaxy S25 FE is equipped with One UI 8 and also brings the AI-powered ProVisual Engine with advanced tools like Generative Edit, as well as an upgraded 12MP front-facing camera that delivers an enhanced photo experience.

Galaxy Z Flip7 — comes with an edge-to-edge FlexWindow that allows users to express themselves, access key features at a glance and stay connected without opening the device. Now Bar and Now Brief deliver helpful, personalized information on the FlexWindow, and FlexCam makes it easier than ever to capture the perfect selfie.

Buds3 FE — brings a larger speaker that delivers rich, powerful sound with deep bass and clear treble. Enhanced ANC reduces ambient noise, creating a more immersive listening experience, and Crystal Clear Call technology uses an advanced pre-trained machine learning model to isolate the user’s voice.

¹ Based on internal testing of energy efficiency of household washing machines according to Regulation (EU) 2019/2016. 18kg washer model comes with 20 percent more energy efficiency (38.9 EEI) than the conventional A-rated energy efficiency class (52 EEI).
² Based on internal testing of the cycle time when drying an IEC 3kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump= 78 minutes vs. combo model with a condenser = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.
³ Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle.
Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs.  WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents.
⁴ Based on Samsung internal testing. 9kg model energy consumption is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
⁵ Based on Samsung internal testing. Applicable WF90F series models are 55% more efficient than A energy efficiency class limit requirement under Regulation (EU) No 2019/2014.
⁶ 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 handheld part of the stick vacuum cleaner (with no brush) in Jet mode when the dustbin is empty, and a large capacity battery that is fully charged (VCA-SBTC97, 3970mAh). Lasts up to 1 min. Recognized as the most powerful in the world as of the release date of the press release.
⁷ As of April 2025, AI Vision Inside can recognize 37 food items, such as fresh fruits and vegetables. 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 refrigerator door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognizes packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form.
⁸ A Wi-Fi connection and Samsung account are required.
⁹ A Wi-Fi connection and Samsung account are required.
¹⁰ 3D effects may vary depending on content and PC capabilities. AI 3D video conversion is not available for DRM content or when HDR mode is enabled.

At Innovation For All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

“At Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs and care for what matters most,” said Cheolgi Kim (CK), Executive Vice President and Head of Digital Appliances (DA) Business. “This is the beginning of a new era — where technology supports your life in the background so that you can live it more fully.”

Samsung’s AI Home experience is designed to make everyday living more convenient, efficient, healthy and safe.

Samsung research¹ reveals that 66% of consumers find the idea of an AI-enabled home appealing, with many envisioning streamlined daily tasks (44%) and greater control via phone or voice commands (45%). AI Home, with SmartThings automated routines, delivers on this vision — automating lighting, temperature and even syncing blinds with the weather for effortless living.²

The home is a sanctuary for 93% of people and a social hub for 80%. As families spend more time together, AI Home enhances shared moments with wellness checks, personalised sleep settings and nutrition planning.

Energy efficiency is one of the main benefits consumers look for from AI. 66% believe an AI enabled home can help track costs and save money. With SmartThings Energy, AI Home can reduce washing machine energy use by up to 70%.^3,4

Security remains critical, with 40% expecting AI to improve home protection through timely alerts. Samsung Knox Vault safeguards sensitive data at the hardware level, while Knox Matrix extends protection across connected devices with ecosystem-wide security.⁵

Bespoke AI Enhances AI Capabilities

Samsung’s latest Bespoke AI appliances have taken AI features to a new level, offering a better living experience in both the kitchen and other spaces:

• Bespoke AI Jet Bot Steam Ultra: Upgraded with improved AI Object Recognition,⁶ it can now detect liquids,⁷ even transparent ones.
• Bespoke AI Washer: AI Wash+ enables a laundry experience that better fits your clothes. It clears the minimum threshold for a Grade A in energy efficiency testing by 65%.⁸
• Bespoke AI Dishwasher: AI Wash optimises the cleaning cycle based on how dirty the dishes are,⁹ and Auto Open Door allows steam to escape, accelerating the drying process.
• Extractor Induction Hob: Integrating the extractor into the hob maximises kitchen space.

Vision AI Expands to Larger Displays

Samsung’s Vision AI Companion is designed to feel more like a trusted companion — someone you can engage with naturally, and that responds in a human-like way — redefining home entertainment. Pursuing an open platform approach, Samsung is strengthening its partnerships with global AI technology leaders, including Google, Microsoft and Perplexity.

Other highlights included:

• Micro RGB: A 115” display delivering cinema-quality visuals at home with perfect colour, bringing every scene to life with stunning depth and vibrancy.
• The Movingstyle: A portable touchscreen TV with built-in battery and adaptive AI — perfect for any room or on the go.
• Samsung Sound Tower: Powerful, portable sound with an 18-hour battery.¹⁰ You can strengthen the party mood with customisable lighting and sound effects via the dedicated app.

Galaxy AI Expands With New Devices

Starting with the Galaxy S24 series and a commitment to democratise Galaxy AI to over 200 million devices in 2024, Samsung Galaxy has defined a new era of mobile AI innovation.

Now, the latest Galaxy AI experience comes to new products, designed to ensure a seamless mobile experience on a wider range of devices with multimodal capabilities.

By the end of 2025, Samsung aims to bring the Galaxy AI experience to over 400 million devices worldwide.

Experience Future Living, Now at IFA 2025

The Samsung exhibition at IFA will be open from September 5 – 9 at the CityCube, Berlin.

Samsung Electronics is also showcasing a large-scale media art installation created in collaboration with world-renowned digital artist Maotik on a massive 50-meter-wide digital façade at the entrance of the exhibition hall.

The video, themed around “wind,” features dynamic waves formed by the organic movement of data, symbolizing how Samsung’s AI technology contributes to enhancing everyday life for its customers.

For more information on the products mentioned within this release, please visit the Samsung Newsroom here.

¹ All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.
² Requires a wireless network, a Samsung account and the Samsung SmartThings App. AI Home routines must be manually set up by the user before AI Home can assist with their automation.
³ Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from users actual savings. https://www.samsung.com/uk/home-appliances/smartthings/energy/#energy
⁴ Wi-Fi connection, Samsung account and SmartThings required. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.
⁵ For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation
⁶ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
⁷ A liquid spill is defined as a colored or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, color of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.
⁸ Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
⁹ Based on an AI-created algorithm. Actual results may vary depending on individual use.
¹⁰ 18 hours of battery tested with lighting off and at volume level of 12~13.

Samsung Electronics today unveiled Vision AI Companion at IFA 2025, introducing the next evolution of AI-powered displays across Samsung TVs and monitors. With a smarter Bixby voice assistant, Vision AI Companion delivers a more natural and conversational interaction as it integrates Samsung’s most advanced AI features into a single, intuitive AI experience that effortlessly helps users discover content and get contextualized answers to any question.

With consumers around the world seeking devices that do more than just stream content, Vision AI Companion reflects the increasingly central nature of TVs in the connected home. By integrating AI into the heart of the viewing experience, Samsung is enabling personalized recommendations, smarter multi-device interactions and intuitive support for your daily life.

“At Samsung, we’re investing in technology that makes experiences more personal, more intuitive, and built for the future,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display Business of Samsung Electronics. “With Vision AI Companion, we are redefining what a TV can do, going beyond picture quality and sound to deliver an experience that understands you, interacts with you and evolves with you over time.”

Conversational and Visual Intelligence

What sets Vision AI Companion apart is its ability to answer questions and requests with visualized, intelligent responses through multiple AI agent by simply pressing the AI button on your remote control.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience. That understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation – no commands, no menus, no typing.

Vision AI Companion enables users to ask their Samsung TV about anything that’s on the screen, such as film details, the name of a piece of artwork or travel destination recommendations. Getting answers from an AI companion has never been more visualized and comprehensive. Contextualized answers to all your questions with related video/image options to choose from makes your discovery richer and more immersive than any other AI assistant.

Vision AI Companion not only responds but also understands context and follow-up interactions, displaying all relevant information directly on the screen. Content and information spanning movies, dramas, art, food, sports and travel are presented in conversational form, creating a more fluid and natural interaction with the TV.

Vision AI Companion integrates Samsung’s key AI innovations into one experience, making them easier than ever for consumers to access:

• Live Translate provides real-time translation for conversations and on-screen dialogue.
• Generative Wallpaper offers dynamic visuals customized to the user’s preferences.
• AI Picture, Active Voice Amplifier Pro and AI Upscaling Pro automatically adjust picture and sound to optimize the viewing environment across content sources.
• AI Gaming Mode delivers responsive, immersive gameplay with AI-powered optimization
• Copilot by Microsoft and Perplexity, available as standalone AI agent apps, enable task support and productivity directly from the TV to extend Vision AI Companion’s functionality.

By unifying these functions, Vision AI Companion eliminates the need to switch between multiple apps or menus, becoming a central hub for entertainment, productivity and connected experiences.

From Concept to Reality

The concept of Samsung’s Vision AI was first introduced at CES 2025, where Samsung outlined its ambition to enhance the home screen experience across TVs, monitors and other displays. At its core, Vision AI enhances display and audio quality, enables seamless communication between Samsung devices and delivers tailored content through advanced AI agents. Vision AI is backed by Samsung’s long-term commitment to consumers, offering seven years of free software upgrades through the One UI Tizen platform. This ensures that supported models will always have the latest updates and AI features as well as the latest security updates from Samsung Knox.

With the launch of Vision AI Companion, those ideas now take shape with a new level of personalization, device integration and user support. Vision AI Companion will begin rolling out as a software update in late September, starting in Korea, North America and select European markets, with additional regions to follow. To learn more, visit www.samsung.com

“The new Sound Tower sets a new standard in how consumers experience entertainment in both indoor and outdoor settings,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With customizable lighting effects and an upgraded form factor that produces fully encompassing sound, it underscores Samsung’s commitment to providing innovative audio solutions for the diverse lifestyles of customers.”

Powerful Party Sound

The Sound Tower’s redesigned acoustic structure delivers up to 240W¹ of rich, room-filling sound with exceptional clarity and deep bass. With Samsung’s Waveguide technology applied to its dual dome tweeters, audio is distributed and enhanced to ensure a wider, more even soundstage. This optimization provides crisp treble that can be heard clearly, while dual woofers deliver customizable bass with Deep, Punchy and Gentle modes, which allow listeners to tailor their experience to their preferences. Four additional sound modes — Standard, Wide, Stadium and Outdoor — let listeners further fine-tune their audio to match any setting, from backyard barbecues to packed dance floors.

Whether indoors or outdoors, users can enjoy long-lasting performance with up to 18 hours of untethered playtime on a single charge. A replaceable battery ensures the party can continue without interruption, while IPX4 water resistance offers peace of mind during outdoor use. For an even more immersive soundscape, users can connect multiple units through Auracast Group Play or pair two Sound Towers via Stereo Play with True Wireless Stereo (TWS) for true left-right channel audio.

Vibrant Party Lights + For Every Mood

The Sound Tower’s Party Lights + system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can set the perfect vibe using the Samsung Sound Tower App. The system reacts in real time, analyzing music beats and frequencies to activate dozens of LEDs in sync with the rhythm. Customizable mood options include a wide range of effects, movements and colors, including Wave, Trail, Spark, Breeze, Flow and Flare — making it easy to create atmospheres that range from “Festival” to “Chill.”

Upgraded LED lighting extends across five key areas of the speaker to deliver a 360° effect:

• Track light: an iconic LED racetrack-style light that surrounds the two woofer units to display vivid patterns.
• Ring light: LED lights highlight powerful colors around the two tweeter units.
• Line lights: four perimeter line lights that frame the body of the speaker for a moody effect.
• Crystal lights: centered at the base and the foot of the speaker to produce an energizing atmosphere.
• Handle light: doubles as a functional detail, illuminating the control panel and providing support for a tablet or smartphone for easy interaction and control of music and settings.

For added entertainment, built-in DJ Booth and Karaoke modes — as well as a guitar input — turn any space into a live stage, combining powerful sound and lighting for a true party-ready experience.

Portable and Built To Last

Designed for versatility, the Sound Tower’s bold, geometric form, integrated lighting and transport-ready build make it as visually striking as it is functional. It redefines portable party audio with a balance of power, design and convenience. The new models also feature Samsung’s Grip & Roll design, with a bottom grip slot and integrated handle on the ST40F model, and the addition of wheels and a telescopic handle on the ST50F model for effortless mobility. Each model has been designed to deliver an elevated audio experience that matches a variety of needs:

• Sound Tower ST50F: 240W output, up to 18 hours of battery life, 6.5” dual woofers, 25mm dual dome tweeters, telescopic handle + wheels, IPX4 water resistance.
• Sound Tower ST40F: 160W output, up to 12 hours of battery life, 5.25” dual woofers, 20mm dual dome tweeters, integrated handle, IPX4 water resistance.

The new Samsung Sound Tower is now available globally. For more information, visit www.samsung.com.

¹ Features and components vary by model.

Samsung Electronics today unveiled a new campaign under the theme “SmartThings Meets AI Home.” The video demonstrates how Samsung’s AI Home delivers innovative, everyday AI experiences that enrich consumers’ lives. Released ahead of IFA 2025, the campaign highlights Samsung’s vision for the AI Home as newly defined by SmartThings.

Samsung’s AI Home understands users and adapts to their needs, delivering a personalized AI experience that connects both Samsung and third-party devices through SmartThings. The video shows examples of how AI Home enables users to enjoy more quality time and focus on what matters most by doing less at home.

In the video, SmartThings Routine adjusts the air conditioner temperature and lighting, while a single tap on the SmartThings app enables home appliances to manage household chores automatically.¹ This allows users to enjoy quality family time, comfortable relaxation and restful sleep. Additionally, through the SmartThings Pet Care service, users can care for their pets even when they are busy.

“With this campaign, we aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics. “We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.”

Starting Sept. 2, the video will appear on outdoor screens at global landmarks such as Times Square in New York and Piccadilly Circus in London, and will also be available on Samsung’s official social media channels, including YouTube.

¹ Applicable to appliances connected to the SmartThings App available on Android and iOS devices. Requires routine setup through the SmartThings app. A Wi-Fi connection and a Samsung account are required.

“With the new A-65% washer, Samsung has pushed the boundaries of convenience and energy efficiency once again,” said Jeong Seung Moon, EVP and Head of the R&D Team, Digital Appliances (DA) Business at Samsung Electronics. “With AI-driven features like the new AI Wash+, practical hardware upgrades and a wider choice of design options, we aim to deliver personalized experiences that reduce effort and maximize satisfaction.”

A-65% Bespoke AI Washer: A New Milestone in Energy Efficiency

Following the A-55% Bespoke AI Washer introduced at IFA 2024, Samsung will unveil its new A-65% washer, which consumes 65% less energy than the minimum energy efficiency requirements for a Class A rating in the European market. This elevated performance is achieved through enhanced motor efficiency and refined washing and circulation algorithms.

The new washer also features the enhanced AI Wash+, which now intelligently adapts to an expanded range of fabric types, including outdoor wear and denim. By detecting the weight, soiling level and fabric type, AI Wash+ automatically adjusts the amount of water and detergent, along with the wash time to deliver optimal results.

Alongside these functional upgrades, the washer also comes in a new color — Neat White — in addition to the existing dark steel. Both variants offer Samsung’s intuitive 7” touch screen for an elevated user experience with innovative features and functionality, as well as seamless integration with SmartThings.

To complement the washer, Samsung is also introducing a matching dryer in Neat White that includes AI Dry+, which detects fabric type² and moisture level to optimize drying time and energy use, reducing energy use by 20% and drying time by 20%.³

Second-Gen Bespoke AI Laundry Combo: Taking Convenience One Step Further

At IFA 2025, Samsung is also showcasing the second-generation Bespoke AI Laundry Combo, building on the popularity of the globally launched first-generation model. First launched to the Korean market earlier this year, this new model exemplifies the latest advancements in Samsung’s AI-powered laundry solutions.

Retaining the same external dimensions, the updated combo delivers a 3kg increase in drying capacity⁴ and a 20-minute reduction in drying time.⁵ These improvements were made possible through structural enhancements, including a more densely arranged heat exchanger fin layout that expands the heat transfer surface area by 8.5%, and a more powerful preheating capability from the upgraded heater system.

The second-generation model also introduces a range of practical upgrades aimed at enhancing everyday usability. Upgraded from the first generation’s AI Wash & Dry, the second-generation model’s AI Wash & Dry + adds denim and outdoor to the list of detectable fabric types.⁶ Auto Open Door+ — a feature unique to the combo — automatically opens the door after washing or drying to help reduce moisture and odor, while blowing air into the tub after wash-only cycles to lower humidity and keep the interior fresh. The model also offers optimized cycles for modern routines, including a 79-minute Super Speed cycle,⁷ a 49-minute single garment cycle⁸ and a 39-minute shirt cycle.⁹ To make navigating these options easier, the 7” touchscreen features a new Dial Theme interface that prominently displays six frequently used cycles in a clean, circular layout for more intuitive control.

The combo is offered in the Korean market in both Normal and Infinite design types, with the latter featuring a flat design and a hidden touch door, complemented by real stainless-steel surfaces that reflect Samsung’s premium design direction.

¹ Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
² Based on an advanced AI algorithm utilizing weight, moisture content and drying temperature data, AI Dry+ can detect four types of fabric: normal, denim, towels and delicates.
³ Tested on the Samsung DV9400D compared with Samsung DV5000D on Eco Cotton and AI Dry+ cycles. Used blended shirts of 2kg load.
⁴ Previous model WD25DB****** is 15kg, new model WD90F25*** is 18kg.
⁵ The time consumed in ‘Super Speed’ cycle, which takes 79 minutes with DOE-standard fabrics composed of 50% cotton and 50% polyester, is compared with previous model (WD25DB******). Applied to models with heater (WD90F25AH*), as the drying heater improves preheating efficiency.
⁶ Fabric type detection is available in the AI Wash+ cycle (wash mode) for loads up to 3kg. When multiple fabric types are mixed, the machine detects either general or the most similar characteristics. Optimal results may be achieved when washing items are made of similar materials.
⁷ 79 minutes: based on DOE-standard test fabrics composed of 50% cotton and 50% polyester, using the Super Speed Cycle (DOE 3kg) in the wash + dry mode. Compared to the WD25DB8995B*, WD90F25AH* completes the Super Speed Cycle 20 minutes faster. Actual results may vary depending on fabric type, moisture content, laundry composition, and usage conditions.
⁸ Single garment cycle tested with under 500g of laundry, including combinations such as top and bottom sportswear (polyester), leggings and bra top (nylon/spandex), or summer school uniforms (polyester/rayon/wool). Compared to the standard cycle, time is reduced by 50%, with water and detergent usage reduced by approximately 40% and 70%, respectively.
⁹ Shirt cycle is available on WD90F25AH* and tested with one cotton/polyester shirt of approximately 200g, with washing conditions of cold water, rinse cycle 1 time, spin speed maximum, dry level set to slightly dry. Results are based on internal testing and may vary in actual usage environments.

Under the theme “AI Home: Future Living, Now,” Samsung will present an advanced AI Home experience¹ at IFA 2025, Europe’s largest home appliance exhibition, taking place in Berlin from September 5-9.

As the event draws nearer, Samsung Newsroom is taking a closer look at the company’s innovation trajectory and how its appliances have advanced into the future.

From the Talking Refrigerator to Bixby, and Now a Voice-Connected Home

Samsung marked the beginning of voice-enabled appliances in 1985 with the debut of its Talking Refrigerator. Later equipped with early speech synthesis technology in 1989, the product went beyond simple voice guidance by offering scheduled playback of recordings, a family memo feature and door-open alerts — laying the foundation for AI-enabled voice interaction.

This early innovation eventually evolved into Bixby,² Samsung’s AI voice assistant introduced in 2018. Bixby has since become the intelligence and control hub of the company’s home appliances, enabling voice control across refrigerators, air conditioners, washing machines and more. With Voice ID,³ the AI assistant can now even recognize individual users to provide customized information.

▲ (left) Talking Refrigerator, (right) Bixby’s Voice ID feature can recognize individual users

Appliance Screens, Now the Hub of the Home

Samsung was an early pioneer of the concept of “screen appliances,” presenting a vision for the future of connected homes. In 1982, the company introduced a multi-purpose microwave with a screen, which not only allowed users to check cooking instructions but also watch TV and even monitor home entry with surveillance camera functions. Later, Samsung expanded the role of the screen to refrigerators, transforming them from simple storage units into the hub of daily family life.

In 2016, Samsung launched the Family Hub refrigerator — an IoT-enabled fridge. Equipped with a 21.5-inch touchscreen and internal cameras, it allowed users to check the status of their food items and manage grocery shopping online, opening up a completely new kitchen experience. Since then, refrigerators, washing machines, air conditioners and other appliances have been connected through SmartThings,⁴ with screens that have evolved into control hubs that let users monitor and manage smart devices throughout the home at a glance.

▲ (left) Multi-purpose microwave, (right) Family Hub refrigerator launched in 2016

From Neuro-Fuzzy Washers to Bespoke AI: The Evolution of Intelligent Appliances

Samsung took its first step toward intelligent appliances in 1980 with the launch of an air conditioner embedded with a microcomputer chip. This spirit of innovation continued into the 1990s, when Samsung launched the Neuro-Fuzzy washing machine which features the fuzzy logic IC⁵ and neuro-algorithms, in 1991. Using optical sensors, it detected soil level, load size and water temperature, then automatically optimized the wash cycle — introducing the concept of appliances that sense, decide and deliver personalized solutions.

▲ Air conditioner embedded with a microcomputer chip

In 2018, Samsung launched the QuickDrive washing machine, which applied AI-based curation to recommend wash cycles based on fabric type, color and soil level. This innovation laid the groundwork for the Bespoke AI Laundry Combo, equipped with OptiWash and AI Optimal Dry, which automatically detect fabric types and soil levels to deliver optimized wash cycles and drying temperatures.⁶

Samsung also brought intelligence to vacuum cleaners with the Hauzen robot vacuum in 2006. Using a gyro sensor, it calculated distance and angles to map out optimal cleaning routes through self-mapping capabilities. This marked a shift from simple dust collection to appliances capable of responding to their environment. Today’s Bespoke Jet Bot Combo builds on this legacy with advanced security and AI-powered camera sensors that recognize and avoid objects,⁷ distinguish floor types⁸ and navigate more intelligently.

▲ (left) Neuro-Fuzzy washing machine, (right) Hauzen robot vacuum

Innovative Appliance Lineup at IFA: An AI Home Tailored to You

At IFA 2025, Samsung will showcase an even more advanced AI Home, powered by its 2025 Bespoke AI appliance lineup.

“Based on Samsung’s legacy of innovation, we will continue to deliver greater convenience and value in users’ daily lives,” said Jeong Seung Moon, EVP and Head of the R&D Team at Samsung Electronics’ Digital Appliances (DA) Business. “By setting a new standard for personalized AI Home experiences, we aim to further solidify the idea that ‘Samsung = AI appliances.’”

¹ AI-based features are available on certain appliances, and based on our deep learning model, which is trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.
² Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on country. Bixby recognizes selected languages and certain accents/dialects. The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required. Users must agree to the update to use this function.
³ The Voice ID feature on Samsung home appliances supports registration of up to six users. Currently available on select Samsung Family Hubs and refrigerators and may vary by model and region. Each user must register for a Samsung Account on screen appliances in advance. The Calendar app supports integration with Google and Microsoft, and may vary by model and region.
⁴ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
⁵ Fuzzy logic is an approach to computing that mimics human reasoning by using degrees of truth instead of strict yes/no values, and an integrated circuit (IC) is a chip that contains electronic circuits to perform specific functions.
⁶ Fabric sensing uses an AI algorithm to sense certain types of fabric types for loads up to 8 lbs. A turbidity sensor operates for all weights. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash and dry like fabrics together.
⁷ Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
⁸ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.

Samsung Electronics today announced that two series of robot vacuum cleaners, the Bespoke AI Jet Bot Steam¹ and the Bespoke Jet Bot Combo,² and Bespoke AI Refrigerators³ have received IoT security certification from TÜV Nord, a global certification organization based in Germany.

This marks the first time Samsung’s digital appliances have received TÜV Nord security certification, further underscoring the company’s leadership in both home appliance technology and data security.

“As the global focus on smart home security intensifies, Samsung continues to deliver robust protection through our Knox security platform,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “This certification validates the strength of our security technologies, and we will continue to enhance differentiated protection to safeguard customer data.”

TÜV Nord is a globally renowned institution, acknowledged as an IECEE-accredited National Certification Body. The certification is based on the ETSI EN 303 645 standard, established by the European Telecommunications Standards Institute (ETSI), which defines security and privacy requirements across the lifecycle of consumer IoT devices — from design and development to distribution and operation. Key criteria include data encryption, authentication and access control, secure software updates, personal data protection and vulnerability management.

The European market is already tightening security requirements with updates to the Radio Equipment Directive (RED) and upcoming implementation of the Cyber Resilience Act (CRA). Against this backdrop, TÜV Nord certification demonstrates Samsung’s readiness to meet evolving international standards and its commitment to protecting users in connected environments.

Samsung has strengthened its home appliances with a wide range of Knox security technologies that safeguard user data through multiple layers of protection. These include the verification of unauthorized firmware modifications when the device is turned on. Additionally, all monitoring video footage and user commands from the robot cleaner are encrypted and only decrypted at their intended destination.⁴

The certified 2025 Bespoke AI Refrigerators and the Bespoke AI Jet Bot Steam further enhance security capabilities by integrating Knox Matrix and Knox Vault. Knox Matrix enables mutual security checks between devices, ensuring users are promptly alerted in the event of data theft risks. Knox Vault secures sensitive personal information, such as passwords, by processing and storing it on a dedicated hardware subsystem.

The Bespoke AI Jet Bot Steam will be unveiled at IFA 2025 in September. The Bespoke Jet Bot Combo and Bespoke AI Refrigerators already being rolled out in select markets globally.

¹ VR90F*******, VR80F*******, VR70F*******
² VR7MD97****/**, VR7MD96****/**
³ RM90F**B***, RF90F**A***, RF90F**E***, RM90F**C**, RM90F**D**, RM90F**E**, RM90F**X*, RF90F**B***, RF**DB99***, RF**DB95***, RF**DG9H***
⁴ Available on Samsung devices running Android 11 or later, and may not work on some devices.

Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

At IFA 2025, Samsung will highlight several AI-powered innovations aligned with this vision, including the Micro RGB TV with the latest display technology, new Bespoke AI appliances for European customers and new mobile devices that strengthen the Galaxy AI ecosystem.

These products will connect to SmartThings, delivering Samsung’s unique AI Home experience that makes life more convenient, efficient, healthy and safe.

At a press conference on September 4 ahead of the exhibition opening, Samsung will unveil its ultimate vision for Ambient AI — first highlighted at Galaxy Unpacked in July — as part of the AI Home.

“Samsung’s AI Home will become an integral part of our lives, analyzing multimodal information from connected devices to better understand users while seamlessly adapting to their daily needs,” said Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business at Samsung Electronics, who is the opening speaker at this press conference. “We expect this year’s IFA to mark the beginning of that journey.”

▲ The Bespoke AI Family Hub refrigerator opens with a light touch.

Today, Auto Open Door is available across a range of appliances, including refrigerators, ovens, washing machines, dryers and dishwashers.¹

Washer-dryers and dishwashers open automatically at the end of a cycle for better hygiene and more convenience. The 2025 Bespoke AI Laundry Combo goes further, adding air circulation to reduce up to 40%² of leftover moisture in the drum after washing.

Starting this year, users don’t even need to say “Hi Bixby” to activate Auto Open Door — a simple command like “Open the fridge door” is enough.

Samsung Newsroom spoke with Nae-young Park from the Washing Machine Module Lab, Digital Appliances (DA) Business, and Chang-Woo Han from the AI Solution Team, Samsung Research at Samsung Electronics to learn how the feature came to life.

▲ (From left) Nae-young Park and Chang-Woo Han

Q. What inspired the development of Auto Open Door?

Park: When putting groceries into the refrigerator or loading laundry into the washing machine, users often had to set down what they were carrying just to open the door. With washing machines, leaving laundry inside after a cycle could lead to lingering moisture and musty odors. We developed this feature to ease those inconveniences while also considering hygiene.

Q. What aspects did you focus on most during development?

Park: We considered several factors, including opening angle and speed, to make sure the door opened in a stable, natural way. Angles were tested in one-degree increments, and the structure was fine-tuned to create an experience that didn’t feel too slow or too fast. For washing machines, we even measured oxygen concentration at different door angles to find the optimal setting for smooth air circulation — effectively reducing residual moisture in the drum.

Q. How was the voice-activated door-opening feature designed to work without calling Bixby?

Han: Because the system had to recognize commands without a wake-up phrase, it needed to remain in standby and respond quickly. That required balancing energy efficiency with responsiveness, using low-power, low-latency technology. To achieve this, we implemented low-power keyword detection and on-device automatic speech recognition (ASR) — detecting the user’s voice, identifying phrases like “Open the fridge door” and using on-device ASR to accurately interpret and execute the command.

Q. What efforts went into making the voice recognition technology stable and efficient?

Han: High-quality voice recognition depends on accurately understanding a variety of commands and requires large amounts of recorded voice data. Since collecting that data manually is time-consuming and resource-intensive, we developed zero-shot text-to-speech (TTS)³ technology to streamline the process. Zero-shot TTS can synthesize required sentences in many different voices and use them for training. We advanced the technology to the point where it can replace models trained on real human voices.

Q. What is the future development direction for Auto Open Door?

Park: Looking ahead, Auto Open Door will be expanded to more products. We want to equip a broader range of appliances with this technology so users can interact with any Samsung appliance naturally. Our goal is to create solutions that make life easier for everyone, regardless of their physical condition or circumstance.

Han: This year, we introduced new voice recognition capabilities such as Voice ID — which distinguishes between family members — and voice control that works without a wake-up phrase. Moving forward, we will keep improving core performance while developing more personalized services for users.

With Auto Open Door, Samsung has turned user-centered innovation into everyday convenience. Going forward, Samsung plans to continue making this feature available on more of its products. As the company continues to deliver differentiated technologies and new appliance experiences, consumers can look forward to even greater ease and comfort at home.

¹ Products and models equipped with the feature may vary by market.
² Up to 40% moisture reduction measured after 24 hours with Auto Open Door compared to closed-door conditions. Test conducted at 25℃ and 55% relative humidity with a 1 kg IEC laundry load (standard cycle, spin level 4) and door open at a 10˚angle.
³ Zero-shot TTS references approximately five seconds of speech provided by the user to synthesize new audio in a similar style.

IFA 2022’s Samsung Town brought excited visitors together to experience Samsung Electronics’ latest products.

At the event, you can find the European Bespoke Home series, Bespoke Infinite lineup, premium high-definition screens including the Micro LED and Odyssey Ark and an upgraded mobile lineup including the Galaxy Z Flip4, Z Fold4, Watch5 and more. Let’s explore the Samsung Town exhibition space at IFA 2022, filled with Samsung’s newest products, interactive exhibits and more through the photos below.

▲ Samsung showcased the Bespoke Home lineup at its Samsung Town exhibit at IFA 2022.

▲ The Bespoke Home lineup helps consumers personalize their kitchen’s interior design by allowing them to select the color and materials based on their preferences. At this year’s IFA, you can find the Bespoke Kitchen Package that displays induction cooking, a dishwasher, oven and more, on top of the Bespoke Home series that features a new washer and dryer.

▲ The Bespoke Jet features a Digital Inverter Motor, providing strong durability and suction power.

▲ Experience the high-quality 990 PRO SSD, optimal for gaming and other intensive graphics work. The 990 PRO offers enhanced functionality for gaming, 4K and 8K high resolution videos, 3D rendering, data analysis and more for situations that require super-high data processing work, all thanks to improved speed and high power efficiency.

▲ An overview of Samsung’s visual display exhibition. Visitors were captivated by the Odyssey Ark gaming screen, Neo QLED 8K, Micro LED at the booth.

▲ Visitors tried out the many functions of The Freestyle, a portable screen. The Freestyle, able to freely rotate 180 degrees, can create an ideal screen size with the Easy Set Up function. Simply place the device anywhere and the Freestyle adjusts the focus and keystone automatically.

▲ The Frame, a lifestyle TV, showcases top-tier, 4K ultra high resolution screen quality,¹ powered by Quantum Dot technology. The Frame is equipped with Matte Display, which enhances viewing experiences with reduced reflections, offering realistic picture quality regardless of the lighting conditions.

▲ Odyssey Ark, a new gaming screen, offers an immersive experience, captivating visitors’ attention.

▲ Samsung’s Neo QLED 8K provides the best resolution and most vivid picture quality in the industry, but also offers optimized gaming functions for users.

▲ The booth also featured Samsung’s full lineup of mobile devices and wearables. Visitors could experience and try out the new mobile products unveiled at Galaxy Unpacked in August such as the Galaxy Z Flip4, Z Fold4, Watch5, Watch5 Pro, Buds 2 and more.

¹ 32-inch model offers FHD screen quality.

At its SmartThings Home booth, Samsung Electronics showcased its vision for the future of home living. The booth featured a setup of seven real home spaces, such as a bedroom, living room and kitchen, allowing visitors to experience and learn about the capabilities of SmartThings.

SmartThings presents a fully integrated home experience by connecting not only Samsung products and services but also third-party devices such as lighting and window blinds to cater to your own lifestyle. SmartThings also helps consumers live a more sustainable life by suggesting ways users can save energy around the home by analyzing energy usage patterns and more.

▲ When Good Morning Mode is activated, the curtains open and the lights turn on automatically. The air conditioner switches to auto mode and The Frame TV automatically turns on, displaying a photograph to ease you into the morning.

▲ Visitors can experience the Movie Mode in the Living Room exhibition space. Once Movie Mode is activated, the TV turns on automatically, the curtains close and the lights darken simultaneously. The air conditioner and the air purifier switch to WindFree mode to help focus on the movie. With a single, simple step, the living room turns into a theatre right before your eyes.

▲ Experience your own home office created with SmartThings. After activating Work From Home mode on the Smart Monitor, the light brightens and the air conditioner and air purifier switch to WindFree mode.

▲ In Home Gym area, the air conditioner and air purifier automatically turn on once Workout Mode is activated, freshening up the space. You can compare your form with the workout videos of your choice using the Multi-View function on the TV. By checking your form in real-time, your workout can be more effective. Once you complete your daily workout, you can check your workout results using Galaxy Watch.

▲ When you put beef in the Family Hub Refrigerator and save it under the Food List, the SmartThings Cooking recommends personalized recipes and meal plans based on users’ tastes, dietary needs and groceries on hand. The recommended recipe for tonight is steak. Press the Send to Oven button, place the meat inside the Smart Oven and your meal prep for dinner is done.

▲ When Game Mode is activated, the illuminance lowers and colorful lights fill the room. The air purifier switches to Soundless mode to help make gamers feel as if they’re actually in the game.

As we begin this online tour of Samsung Town, we would like to first introduce you to the Everyday Sustainability Zone, a vision for a greener future by incorporating sustainability into everyday life. In the zone, Samsung Electronics showcases its diverse efforts to increase sustainability at all stages of the product lifecycle, from manufacturing and distribution to usage and disposal.

At the three SmartThings Home exhibit spaces including Kitchen & Laundry, Bedroom and Outdoors, the visitors, using SmartThings AI Energy mode, can experience Net Zero Home, a space where it produces, stores, manages and consume the energy at home without creating energy surplus or shortage.

Let’s find out more about how everyday sustainability was showcased at IFA 2022 through the photos below.

▲ Entrance of Everyday Sustainability Zone

▲ Every Sustainability Zone shows various efforts Samsung made to increase sustainability by categorizing devices in their lifecycle process — manufacturing, distribution, usage and disposal — and Samsung’s 10 initiatives such as Galaxy upcycling, eco-conscious packaging, Solar cell remote control and more.

▲ Samsung and Patagonia, a global outdoors brand, have collaborated to create a new Bespoke washing machine that effectively reduces the impact of microplastics.

▲ In partnership with the United Nations Development Programme (UNDP) to reach Samsung Global Goals by 2030, Samsung developed various initiatives including the development of Samsung’s Global Goals app, launching of Generation17 and more.

▲ Samsung’s SmartThings Home exhibit let visitors experience integrating home appliances and devices for greener day-to-day lives.

▲ The visitors are introduced to the Net Zero Home area which helps produce, store and consume energy at home. The visitors are trying out the installed solar panels, household battery and EHS outdoor AC unit via AR within Net Zero Home.

▲ When turning on the Automatic Blind air conditioning, the curtains shut automatically to block out radiant heat. The AI Energy Saving Mode within your app to reduce the air conditioner’s energy usage by 20% (RAC). The Energy Usage While Away Alert feature within SmartThings app alerts you that the air conditioner is still on if you’ve left home. With the notification, you can easily turn it off using the app while away from home.

▲ AI mode is on at night where the solar panels are unable to produce electricity to save energy usage across all your home appliances. In eight hours, you can reduce the energy used by a refrigerator by 30%, energy used by a washing machine by 70%, energy used by a dryer by 20%, energy used by the dishwasher by 15% and energy used by an EHS by 40%.

▲ At the SmartThings Playground’s Save your Energy section, the visitors can experience easier laundry experience, thanks to SmartThings. Once the laundry is done, you receive notifications on your phone with SmartThings app, and check how much energy has been saved.

Behind the doors of Samsung Electronics’ headquarters lives an employee that came from a planet far, far away and unlike our own. Through a series of mysterious events, this whimsical creature became a top-secret engineer at Samsung, helping the company develop innovative technologies that both inspire creativity and empower users. This alien, known as G∙NUSMAS, is a new virtual avatar coming soon to Samsung.

Meet G∙NUSMAS: a small, blue alien with large, beady eyes and Samsung’s latest virtual creation. The idea for G∙NUSMAS came from a joke that people make whenever Samsung releases a new, unique product — that Samsung must have hired an alien being to design and develop its innovative technologies.

Samsung created G∙NUSMAS in order to connect with younger generations, specifically Millennial and Generation Z (MZ) consumers. “Borrowing an idea from Internet meme, which shows customers’ affectionate interest in Samsung Electronics, a friendly and pleasant avatar has come out into the world,” said YH Lee, the Chief Marketing Officer and Head of Global Marketing at Samsung Electronics. “By letting our whimsical and brilliant alien show different sides of Samsung to the public, I hope our consumers can feel more familiar with our brand.”

The name ‘G∙NUSMAS’ is ‘Samsung’ spelled backward. Its home planet of Nowus-129, a planet 100 million light years away from Earth, is also a reference to the address of the company’s headquarters, 129 Suwon in South Korea, spelled backward.

Samsung plans to release a series of short-form videos that detail the story behind G∙NUSMAS, starting with its birth and accidental arrival on Earth. Follow along and watch G∙NUSMAS’ journey as it works, plays and has a variety of experiences at Samsung’s headquarters. G∙NUSMAS’ bright and cheerful personality will shine through the videos as it sings, dances and interacts with a variety of Samsung devices, from jumping around on a monitor to dancing on the screen of a smartphone.

G∙NUSMAS will be debuted at IFA 2022 and G∙NUSMAS’ story will be released across Samsung’s social media channels, such as YouTube and Facebook, as well as through Samsung.com on September 2. Consumers will also be able to communicate with G∙NUSMAS through social media, the metaverse and other digital channels.

Samsung Electronics will unveil three new advanced home appliances in Europe — the POWERstick Jet vacuum cleaner, AirDresser, and the Cube air purifier. Together, these three home appliances, which are being introduced at IFA 2019 ahead of launches elsewhere, will take Europe consumers’ breath away.

Each device offers a unique and practical solution to the many challenges of modern urban lifestyles, like clothing contamination, air pollution and dust.

“We are excited to introduce the POWERstick Jet, AirDresser and Cube to consumers in Europe, equipped with outstanding functionality and unmatched design to enhance consumers’ daily experience,” said Taehwan Hwang, Corporate VP of Europe & CIS Product Management Group at Samsung Electronics. “Consumers have high expectations, seeking dynamic performance even from basic home appliances and our mission is to meet those expectations directly.”

The POWERstick Jet vacuum cleaner is a game-changer in terms of powerful suction capabilities. AirDresser represents a new category of clothing care appliances. It refreshes and sanitizes clothing using powerful blasts of air and steam, enabling consumers to re-wear clothes without having to run a full load of laundry and helping them lengthen the lifespan of delicate garments. Meanwhile, the Cube air purifier couples sleek, modular design with advanced air purification technology to help consumers enjoy clean air quality at home.

Strong Suction Power Paired with Impressive Filtration

The POWERstick Jet targets consumer demand for suction power from their cordless vacuum cleaners to match that of corded units. POWERstick Jet delivers, using Samsung’s Digital Inverter Motor and Jet Cyclone System to generate up to 200W¹ of industry-leading suction power. This results in stronger cleaning and offers consumers maximized convenience.

Samsung also developed the best-in-class 5-layer HEPA filtration system for the POWERstick Jet. The impressive filter captures 99.999%² of dust particles and allergens, keeping them from escaping back into the air through the vacuum exhaust, which underlines Samsung’s commitment to caring for the health and safety of consumers.

In the first stage of the filtration process, the main cyclone separates large dust particles, which are then trapped in another metal mesh grille filter. The Jet Cyclone serves as a second cyclone and works together with a washable micro filter to capture finer dust particles. And finally, an ultra-fine dust filter captures 0.3~10µm³ sized dust particles. All parts and filters are washable, so the unit can be maintained hygienically.

POWERstick Jet comes with a removable high-capacity battery, meaning you can replace it with a spare⁴ to clean for twice as longer.

A New Way to Refresh Clothes for Consumers

AirDresser introduces a new standard of clothing care that addresses unmet consumer needs for a more efficient method of refreshing and revitalizing their clothes on a daily basis. Consumers want to be able to take better care of their clothes, especially if they are made of delicate materials. Consumers can now quickly and conveniently freshen up their outfit at home to always look their best, while saving time and money; trips to the dry cleaners are no longer needed.

AirDresser freshens clothes with its Jet Air system and Air Hangers, using powerful jets of air to loosen and remove engrained dust, even from deep within the fabric. The Jet Steam feature sanitizes garments gently to get rid of bacteria while Heatpump Drying also provides delicate care for clothes by drying them at a low temperature to reduce shrinkage and heat damage. AirDresser also features a Deodorizing Filter to capture and remove odors while preventing them from building up inside the unit. It even has a Dust Filter that keeps the inside of the compartment clean by capturing the dust left floating in the air.

Available in a Crystal Mirror color, AirDresser blends advanced technologies with unique styling, doubling as a state-of-the-art wardrobe that fits in beautifully with contemporary living spaces.

Clean Air for Indoor Living

European consumers are becoming more interested in how the environment impacts their health and are curious to learn the benefits of having an air purifier at home. Samsung Cube AX9500 is Samsung’s first air purifier model to launch in the European market, and features the world’s first Wind-Free air purification system. Unlike other air purifiers, the Samsung Cube AX9500 does not have an air draft or makes loud noises. Also, powerful air purification is provided with a 3-layered purification system that purifies and deodorizes air. First, the Washable Pre Filter extracts larger dust particles, such as pollen and pet dander. Then, an Activated Carbon Deodorization Filter reduces the presence of various potentially dangerous gases, such as formaldehyde, toluene, ethylbenzene and styrene⁵. Finally, an ultra-fine dust filter captures up to 99.97% of 0.3µm sized dust particles.⁶

The unit features a cube-shaped, modular design with contemporary aesthetics to match its powerful, customized performance. Because they are modular, two Cubes can be easily stacked — each comes with its own docking component — so that each unit can release air in different directions depending on how they are set up.

The Cube units can also be paired in one room for extra power or separated to purify two rooms simultaneously. When paired, a seamless Bluetooth connection lets users control both units as one.

All three products can be experienced at the Berlin City Cube at IFA between September 6 and September 11.

¹ Suction tested based on IEC62885-2 Cl. 5.8, tested at the inlet of the non-accessorized tool, at Max mode. Based on SLG (Schubert Leiter Gerätesicherheit) tests.

² Tested based on IEC62885-2, Cl. 5.11, Max Mode. Based on SLG (Schubert Leiter Gerätesicherheit) tests.

³ 0.3~10µm is the size of particles (including pollen and mold) that are generally invisible to the human eye.

⁴ An extra battery will be sold separately as an accessory.

⁵ Tested on the AX47N9*****D for toluene, xylene, benzene, ethylbenzene, styrene, and formaldehyde gases in the National Test Institute of Korea.

⁶ The filter media has over 99.97% dust collection efficiency, based on a particle size of 0.26㎛, as specified by 42 CFR part 84. Tested at the National Test Institute of Korea.

At the start of the event, HS Kim, President and CEO of Consumer Electronics Division, Samsung Electronics, set the stage for the exciting announcements to follow by inviting guests to “sit back and open your mind to the power of Samsung innovation.” He then discussed the company’s commitment to developing products and services that harness the power of cutting-edge technologies to add convenience to everyday life.

Guests were treated to up-close looks at a number of groundbreaking Samsung innovations, including the new QLED 8K, as well as Samsung’s cutting-edge Micro LED screen, The Wall; a new 49-inch version of The Frame; two new premium soundbars, the HW-850 and the HW-950; and the recently launched Galaxy Note9. The company also discussed how insights garnered from the European market helped it develop a diverse range of intelligent appliances, including its Family Hub refrigerator, Dual Cook Flex, and QuickDrive washing machine.

Check out the highlights of the press conference below.

Guests and media from around the world listen with rapt attention as HS Kim, President and CEO of Consumer Electronics Division, Samsung Electronics, kicks off Samsung’s showcase of its latest innovations. In his opening remarks, Mr. Kim discusses how Samsung’s leadership in AI and IoT technologies has helped the company expand its ecosystem of intelligent home innovations.

“Today, we are the only company with the capability to provide consumers with a full range of cutting-edge AI and IoT products and services, from semiconductors to displays, TVs, home appliances, and, of course, mobile phones,” says Kim.

Available in a choice of four ultra-large screen sizes (65”, 75”, 82” and 85”), QLED 8K offers the market’s highest resolution, and features Samsung’s proprietary 8K AI Upscaling technology, which transforms content’s picture and sound—regardless of its native resolution or method of transmission—into premium 8K quality.

Daniel Harvie, Vice President & Head of Home Appliances, Samsung Europe, demonstrates how Samsung’s Family Hub refrigerator seamlessly connects with SmartThings-compatible appliances, and can even be utilized as an intelligent assistant, thanks to its Bixby and Voice ID integration.

After discussing how millennials want their home appliances to offer a level of convenience and efficiency that transforms the way they live, Mr. Harvie discusses how smart innovations, including Samsung’s QuickDrive and Q-rator laundry technologies, cater to their needs.

Before introducing Samsung’s diverse range of mobile innovations, Carlo Carollo, Vice President of Mobile Division, Samsung Electronics, discusses the importance of a seamlessly connected ecosystem of devices. “Innovation is no longer defined by one device and one location,” Mr. Carollo explains. “Instead, it’s about making multiple products and services work together as simply and smartly as possible.”

Mr. Carollo sums up the new Galaxy Note9 as a phone “built with speed, power and performance” in mind, and “designed to let you get the most out of everything you do.”

Samsung Electronics today held a press conference at IFA to outline its commitment to developing ground-breaking products and services that will shape the next era of connected living. Samsung showcased how breakthrough technologies that are powered by AI and IoT can bring greater convenience to people’s lives; eliminate complexity to enhance everyday experiences; and offer a level of security that gives peace of mind.

“Samsung is uniquely positioned to provide consumers with a full range of cutting-edge AI and IoT products and services based on our wide-ranging portfolio of TVs, displays, audio, home appliances and of course mobile devices,” said HS Kim, President and CEO of Consumer Electronics Division, Samsung Electronics. “We are striving to shape a new era of connected living, where our products and services seamlessly interact with one another to make our consumers’ lives richer, smarter and more entertaining.”

At the Frontline of the Future

Samsung is at the forefront of unlocking the power of AI and 5G for consumers, with multi-billion dollar investments announced in recent months, to ensure the continued integration of advancements across hardware, software and services. With the new AI research centers established across the world, including the recent addition at Cambridge in the UK, Samsung expects about 1,000 renowned AI researchers to be working in its facilities globally by 2020, designing and developing user-centric AI that continuously learns and enhances users’ lives in an ever-more intelligent, useful and personalized way.

Furthermore, a next generation network infrastructure is a pre-requisite for the next era of connected living: through its active role in establishing 5G industry standards, Samsung is spearheading the rollout of next-generation networks and later this year, anticipates the introduction of the world’s first 5G-powered gigabit home broadband service (5G Fixed Wireless Access) in the U.S.

The Next Frontier of Picture Quality with 8K Resolution

Samsung continued to revolutionize the visual display industry at IFA 2018 with the introduction of the Q900R QLED 8K, complete with 8K AI Upscaling. Available in four ultra-large screen sizes (65”, 75”, 82” and 85”), Samsung QLED 8K TV will feature several 8K-ready enhancements, including Real 8K Resolution, Q HDR 8K and Quantum Processor 8K, all created to bring 8K-quality images to life.

Real 8K Resolution can produce 4,000 nit peak brightness – a standard met by most film studios. Q HDR 8K, powered by HDR10+ delivers perfect colour expression for realistic, life-like images, just as the creator originally intended. The Q900R’s 8K AI Upscaling, a proprietary technology developed with artificial intelligence, is designed to enhance both picture and sound quality – regardless of the original source quality or format – to premium 8K quality.

Samsung also announced The Wall, a cutting-edge Micro LED screen designed for enterprise and out-of-home viewing environments. Complete with self-emitting display technology and a modular design, The Wall is fully-customizable to give users the freedom to decide how to incorporate the display in their space.

In addition, Samsung introduced a new 49” model to The Frame line-up with the addition of easy discovery, giving users easy access to specially-curated works of art that can be displayed on the screen without having to sort through hundreds of options. In addition, The Frame’s Art Store continues to expand, with more than 850 works of art from some of the world’s most renowned art institutions, including the Berlin State Museum, the Victoria & Albert Museum and the Tate.

Finally, sound quality continues to remain a top priority, with the introduction of the HW-N950 and HW-N850 premium soundbars from Samsung and Harman Kardon. Both soundbars support Dolby Atmos and DTS:X to create an incredibly immersive sound environment.

Home Appliances Full of Ideas

Globally, modern lives shift towards more dynamic technologies, expecting these to play multiple roles at home. In line with this trend, the kitchen becomes the centre of the home and appliances act as intelligent personal assistants. Ultimately, people want to transform their lives at home more than ever. Building on such continued momentum, Samsung has met the needs of evolving homes and consumers’ lifestyles with a full range of cutting-edge AI and IoT solutions.

With Family Hub refrigerator, users can enjoy a connected living experience to make kitchen life even more convenient and fulfilling. Using the large touchscreen as a control panel, Family Hub can easily control connected devices including third-party devices. With Bixby and Voice ID, users can instantly receive tailored and personalized information they need, while Family Hub’s Meal Planner helps consumers plan meals by recommending the recipes that suit them best.

Dual Cook Flex has brought increased cooking efficiency to meet varying dietary requirements and preferences. With its flexible door and dual-cook function, users can cater to each family member’s needs efficiently. With the Cooking Guide, consumers can also receive recommendations on which oven to use based on the food ingredients and the type of cooking.

The revolutionary washing machine Quick Drive has dramatically transformed people’s lives for the better. Quick Drive can wash clothes in half the time without compromising on washing performance, freeing up consumers’ time. In addition, its AI-powered laundry care Q-rator system serves as a personalized and intelligent assistant, while Laundry Planner minimizes time wasted on washing clothes by allowing users to start and stop laundry according to their schedules.

Next-Generation Mobile Experiences

At IFA, Samsung presented its most powerful smartphone yet, the Galaxy Note9. Announced earlier this month in New York, the Galaxy Note9 is designed for those who demand the best of the best. The phone comes in two internal storage options – 128GB or 512GB^* – which can be maximized to 1TB with a microSD card inserted. The Galaxy Note9’s 4,000mAh battery performance enables users to talk, text and play games without worrying about battery life, and its intelligent camera helps users to capture the perfect shot every time. The S Pen, a trademark of the Galaxy Note series, has been revolutionized by incorporating a Bluetooth Low-Energy (BLE) function. Evolved into a Bluetooth remote control device, the S Pen now lets users take selfies and control presentation slides – even if the phone is 10 metres away.

Building on its premium professional credentials, the Galaxy Note9 is also compatible with the Samsung DeX, delivering a PC-like experience. By simply connecting a single HDMI adaptor^** to a screen, the phone can power a virtualized desktop or serve as a fully-functional second screen. Not only that, the Galaxy Note9 offers maximum productivity, but without compromising on security, with the most comprehensive configuration, deployment and management features on the market, courtesy of the Samsung Knox platform.

Also showcased at IFA is the new Galaxy Watch, which blends the look of a traditional watch with smart technology. Galaxy Watch’s improved battery life of up to 80+^*** hours eliminates the need for daily charging. With the addition of LTE connectivity, users of the Galaxy Watch can now also stay connected without being tethered to a smartphone. Reflecting the rise of consumer consciousness around well-being, the Galaxy Watch comes added with a new stress management tracker, sleep tracker and breathing exercises to help users stay focused.

The Samsung Electronics Booth will be open at Level 2, City Cube Berlin from Friday, Aug. 31 to Wednesday, Sep. 5.

For more information on Samsung and its product portfolio, please visit: news.samsung.com.

*512GB internal memory as standard. 512GB models available in select countries. Up to 512GB additional storage with external SD card (sold separately).

**Samsung’s HDMI adapters includes HDMI Adapter (EE-HG950), Multi Port Adapter (EE-P5000) and DeX Cable (EE-I1300)

*** Battery life varies by device and usage: Galaxy Watch 46mm (80+ hours with typical usage; up to 168 hours with low usage) and Galaxy Watch 42mm (45+ hours with typical usage; up to 120 hours with low usage). The actual time of battery life may vary depending on the network connection, component, setting, signal strength, noise and many other elements.

Samsung Electronics, in collaboration with renowned photography agency Magnum Photos, announced today the release of 28 specially-curated photographs available exclusively in the ‘Art Store’ on ‘The Frame’ for 2018. As part of the collaboration, four Magnum photographers have been challenged to take a unique, eye-catching photograph every day for one week to showcase how The Frame is able to seamlessly integrate fine art into the everyday lives of consumers. The “Fine Art, Everyday” campaign video will also be unveiled at the IFA2018 Samsung press conference. With a newly-announced 49” model, consumers can select between four different sizes (43”, 49”, 55” and 65”) of ‘The Frame’ that best suits the aesthetic and design of the home.

To complement the exclusive photographs from Magnum Photos, ‘The Frame’ for 2018 includes a new ‘Slideshow’ feature that allows users to create customized collections of art that cycle-through on the screen when the TV is placed in ‘Art Mode’. In addition, the new ‘Favorite’ and ‘Curation’ features allow users to gain easy access to their favorite and specially curated works of art to display on screen without having to sort through hundreds of options. Along with the fine art partnerships, these added options have allowed customers to experience ‘The Frame’ not just as a television, but also as a discovery hub for the world’s most beautiful works of art.

“The Frame’s Art Store is the only digital art platform on TV. We will continue to develop it into a window to communicate with more viewers and a screen that enriches consumer’s everyday lives,” said Sangsook HAN, Vice President of Visual Display Business at Samsung Electronics. “Through the ‘Fine Art, Everyday’ Collection created in collaboration with Magnum Photos, we hope to bring to consumers joy and excitement in discovering new works from the comfort of their own homes.”

The photographs of the four artists that will be showcased in the collection are Alex Webb, Carolyn Drake, David Alan Harvey and Jonas Bendiksen. With their images, these celebrated photographers will show consumers the beauty in everyday life.

• Alex Webb has published 14 books including The Suffering of Light, a survey book of his color work. His most recent book, Memory City, is a meditation about film, time, and the city of Rochester, NY. Webb’s works are best known for vibrant and complex color work, especially from Latin America and the Caribbean that have been featured in the Houston Museum of Fine Arts, the New York Metropolitan Museum of Art and the Guggenheim Museum.
• Carolyn Drake became interested in the approaches to documentary at a young age – specifically the ways history and reality are purposefully shaped and revised over time. Between 2007 and 2013, Drake traveled frequently to Central Asia from her base in Istanbul to work on two projects, which became the highly acclaimed photo books Two Rivers and Wild Pigeon. She is the recipient of a Guggenheim fellowship, the Lange-Taylor Prize, a World Press Photo award, a Magnum Emergency Fund grant and a Fulbright fellowship.
• David Alan Harvey discovered photography at the age of 11 when he began photographing his family and neighborhood. Harvey was named Magazine Photographer of the Year by the National Press Photographers Association in 1978. His work has been exhibited at the Corcoran Gallery of Art, the Nikon Gallery, the Museum of Modern Art in New York and the Virginia Museum of Fine Arts.
• Jonas Bendiksen is a Norwegian photographer who began his career at the age of 19 as an intern at Magnum’s London office, before leaving for Russia to pursue his own work as a photojournalist. In his works, Jonas often focuses on isolated communities and enclaves. He has received numerous awards, including the 2003 Infinity Award from the International Center of Photography, New York, and second place in the Daily Life Stories for World Press Photo, as well as first prize in the Pictures of the Year International Awards. His documentary of life in a Nirobi slum, Kibera, published in the Paris Review, won a National Magazine Award in 2007.

The Frame’s Art Store continues to expand, with more than 850 works of art from some of the world’s most renowned art institutions, including the Albertina, Museo Del Prado Collection, Yellow Korner, Victoria & Albert Museum, Berlin State Museum and more.

Samsung will showcase ‘The Frame’ for 2018 along with its latest television and audio announcements in its booth at IFA, located at the City Cube Berlin on Level 2. For more information, please visit www.samsung.com.

The household appliances and products featured in Samsung’s booth combine state-of-the-art technologies, which simplify everything from preparing meals to communicating with family, with elegant designs that seamlessly enhance their surroundings’ aesthetics.

The result is a lineup of innovations whose performance and versatility are truly reflective of families’ needs.

Catered to European Tastes

The booth’s Social Kitchen showcases contemporary kitchen suites assembled with the help of acclaimed European kitchen specialists.

These include suites designed by Nolte, a premium kitchen brand that has been rated Germany’s most popular for two years running*; Marbodal, a Northern European brand of the Nobia Group that is known for functional and stylish designs; and Veneta Cucine, Italy’s largest kitchen manufacturer, which utilizes premium materials and the latest technologies to create thoroughly modern and beautiful kitchens.

The suites have been designed with a focus on performance and luxury, and feature some of Samsung’s latest ovens, cooktops, hoods, dishwashers and refrigerators. Nolte and Marbodal’s suites also feature Samsung’s Family Hub refrigerator, an IoT-connected kitchen control center that allows families to streamline everything from meals and food management, to entertainment and communication.

In addition, in a particularly tasty demonstration of Samsung’s appliances’ ability to modernize consumers’ kitchens, early on at IFA 2017, Nolte’s suite served as the setting for a special Club des Chefs cooking show, in which Michelin-starred members of Samsung’s culinary club whipped up world-class cuisine for attendees.

Exploring New Ways to Enhance Consumers’ Lifestyles

The booth’s Lifestyle Zone showcases Samsung innovations that allow families to transform their TV into the centerpiece of their living room.

Samsung’s latest lifestyle TV, The Frame, resembles a true work of art. The TV features an elegant frame design as well as a dedicated Art Mode that allows it to display photos and true-to-life renditions of paintings when powered off.

The Frame Gallery showcases the display’s ability to introduce more beauty into consumers’ lives, and invites guests to view impeccable digital depictions of artworks curated from museums around the world, including Spain’s Prado Museum, the U.K.’s Saatchi Gallery, and Germany’s Lumas Gallery.

The contents of the gallery span ten categories, and include a total of 100 stunning works from 37 renowned artists – all of which are available for users to access and enjoy via The Frame’s Samsung Collection feature. Samsung also plans to expand the library of artworks available in The Frame’s Art Store from over 450 to over a thousand.

By curating a world-class collection, and allowing users to exhibit their own photos and images through the TV’s My Collection feature, Samsung is making it easier for consumers to enhance their homes with exceptional art.

The Lifestyle Zone also highlights exciting customizations for Samsung’s latest TVs, including The Frame and QLED TV. Among them are the five finalists of the QLED TV stand design competition, which Samsung organized with leading design and architectural magazine Dezeen.

Exhibited to their left are unique customization options for The Frame that have been crafted by acclaimed Dutch design duo Scholten & Baijings, as well as French designer Inga Sempé.

The former’s art and bezel design is distinguished by its striking use of minimalist lines. The latter’s is a dynamic and colorful blend of flowing lines that evokes liveliness and movement. Some may liken its aesthetic to a breeze blowing through a field. However, like many works of art, interpretations vary depending on the viewer’s perspective.

Check out Samsung’s complete range of lifestyle-focused innovations in the photos below.

Samsung’s Social Kitchen area showcases contemporary kitchen suites assembled with the help of acclaimed European kitchen specialists such as Nolte, whose design is pictured here.

Earlier at IFA, Michelin-starred members of Samsung’s Club des Chefs used Nolte’s suite (pictured here) to whip up world-class cuisine in a special cooking show.

Marbodal’s understated suite features a full range of Samsung innovations, including the Family Hub refrigerator.

Guests examine the fine craftsmanship exhibited in Veneta Cucine’s kitchen suite.

Samsung’s Induction Cooktops project a virtual flame around pots and pans that creates an intuitive way to keep tabs on heat.

Guests explore the range of convenient features that allow Samsung’s latest Family Hub refrigerators to serve as control centers for modern, connected homes.

Samsung’s latest lifestyle TV, The Frame, is available in 43-, 55- and 65-inch models, and features an elegant design and a dedicated Art Mode that allows it to display paintings and photos when powered off.

The Frame Gallery invites guests to view impeccable digital depictions of artworks curated from museums around the world, including Spain’s Prado Museum, the U.K.’s Saatchi Gallery, and Germany’s Lumas Gallery.

Samsung collaborated with Dutch design duo Scholten & Baijings to present a custom art and bezel aesthetic for The Frame that features colorful, minimalist block and grid patterns.

French designer Inga Sempé’s art and bezel design is a colorful blend of flowing lines that evokes movement and liveliness.

Guests examine the winning entries from the QLED TV stand design competition.

*Based on surveys conducted by the German Institute for Service Quality (DISQ) at the behest of German news channel n-tv.

Audiophiles from every generation rely on HARMAN to produce the best in sound in the studio, on the stage, at home and on the move. Now, working in partnership with Samsung, HARMAN has its sights set on new levels of innovation and connectivity.

At IFA 2017, HARMAN showcased its audio products as the part of the Samsung booth in addition to its own exhibition, and generated a buzz around this exciting new tandem. Among the products on show were high-end headphones, Bluetooth headphones, and portable speakers. Newsroom sat down with HARMAN CEO Dinesh Paliwal to discuss what Samsung and HARMAN have done together already and how he foresees the synergy of both companies in the future.

Q. Samsung’s IFA 2017 booth includes flagship AKG products, as well as products designed to seamlessly sync with Galaxy devices. Could you tell us what it means to have HARMAN’s latest innovations featured in Samsung’s showcase?

It is exciting to witness our combined journey as a global connected technologies powerhouse. Collaboration between Samsung’s Galaxy S8, Tab S3 and Galaxy Note 8 and  HARMAN’s AKG products, which have been recognized for their design and innovation – N60 is a winner of Red Dot Award 2017 and N90Q received EISA Award, CES Innovation Award 2016 and iF Design Award 2016, among others – is a good indicator of what we can achieve together in the future. Samsung’s support allows HARMAN and our brands to attain vast visibility and reach at an incredible pace.

Q. What strengths do you believe the two respective companies – HARMAN and Samsung – bring to the table, and why do they work so well together?

We believe Samsung’s global scale, R&D capabilities, and distribution channels along with HARMAN’s deep technical and engineering expertise, particularly in automotive, audio and enterprise solutions, create the most comprehensive connected technologies company. We are connected with Samsung in our shared vision and culture of speed, innovation and technology.

Q. What aspect of working with Samsung has impressed you the most?

Samsung is truly one of the most innovative and admired companies in the world. Their innovation and technology leadership can deeply benefit HARMAN’s global customer base, and provide HARMAN with the scale, platform and complementary technologies to propel us to the next phase. We are very proud to see Samsung stores in Korea selling HARMAN products, and excited to see our distribution channel expand so quickly. This is just part of what we think defines a true end-to-end partnership.

Q. At this year’s IFA, Samsung has outlined its desire to be a lifestyle brand that changes people’s daily lives. Could you elaborate on how this goal aligns with HARMAN’s?

HARMAN and Samsung are aligned in our goals to drive and elevate the connected lifestyle. At HARMAN, our JBL brand is the market leader in portable speakers. In the world of headphones, everything is moving towards wireless and we were among the first to cut the cord. In our efforts to keep up with the trend, at this year’s IFA we launched a number of new JBL products, including an EISA Award winner JBL Boombox, all-new JBL BAR series, JBL E65BTNC, JBL Free, JBL Jr, and JBL Reflect Fit. Our passion and purpose is to create smart products and solutions that connect and entertain people wherever they are. Our joint vision is to create a world where connected technologies offer people richer and more fulfilling life experiences, and this is really the shared essence of our partnership.

Q. In your opinion, what are some of the ways that advancements in IoT, AI and cloud computing will impact consumer audio technologies’ evolution?

Audio, voice and sound management are critical components of the connected world. Smart audio that is integrated in a seamless, secure and simple way is essential. At HARMAN, we’re leveraging cutting-edge AI and IoT technologies to develop world-class, voice-enabled smart solutions for the home, in the car, at the office and everywhere in between. And this is just the beginning, we envision that advances across the cloud, mobility and analytics will positively connect ecosystems.

Q. How do you foresee the near future? How are HARMAN and Samsung working to shape that future?

HARMAN and Samsung’s union will help us to expand R&D and fast-track innovation in both the near- and long-term. Our combined resources provide the scale, capabilities and networks to expand our leadership in today and tomorrow’s connected lifestyle, and across sectors such as automotive, consumer electronics, retail, healthcare, manufacturing, and enterprise, among others.

Q. Could you give us a taste of the types of audio innovations consumers can expect to see in some of Samsung’s upcoming TVs, mobile phones and appliances?

With the voice-controlled device market to cross $7 billion by 2024, we believe intelligent assistants will shape custom, connected experiences across environments, regardless of the device or platform. Today, HARMAN leads the race in voice-enabled technologies with Personal Digital Assistant solutions for every platform, ecosystem and consumer need. With Samsung, we will have access to resources that will enable us to exceed our expectations across all consumer device segments. In Display, we have already seen the power of immersive audio paired with Samsung’s unrivaled LED screens at the Lotte Cinema in Korea. Imagine that combination in theaters around the world!

One thing, however, has always remained the same and helped the trade show grow, and that’s this: Each year at IFA, electronics manufacturers present their latest consumer innovations, attracting attention from all over the world.

Samsung has presented its technical innovations in Berlin since 1991, and is one of the most prominent exhibitors at IFA today.

‘The Great German Radio and Phonographic Exhibition’

“Dear present and absent ones. When you listen to the radio, also spare a thought for how humanity obtained this wonderful instrument. The wellspring of all technical achievement is the divine curiosity, the ludic drive of the tinkering and pondering researcher, and no less the constructive imagination of the technical inventor.”¹

These were the words with which one of IFA’s most famous guests, Albert Einstein, opened the “Great German Radio and Phonographic Exhibition” – as IFA was originally known – in Berlin in 1930. The radio – the latest and, arguably, most important technical achievement in mass communications at that time – was the star of the show, and Einstein himself presented the exciting new technology to event attendees.

(Left) Albert Einstein opens the Great German Radio and Phonographic Exhibition in Berlin in 1930; (Right) Einstein explains the potential of the still-young communications medium to attendees. Source: Messe Berlin

Berlin, Düsseldorf, Frankfurt and Stuttgart

The first IFA trade show took place in December of 1924. The inaugural event gathered a total of 242 exhibitors, who fascinated crowds with their latest technological innovations for a total of twelve days.

The trade show was held each year until 1939, when the outbreak of WWII and the subsequent reconstruction forced it into hiatus. IFA made its return in Düsseldorf in 1950 and, on its 20^th anniversary, in 1957, moved to Frankfurt and added “television” to its title. Reconstruction operations in Germany would lead IFA to shift its location from Frankfurt to Stuttgart and then Berlin, only to return to Düsseldorf in the end.

Since 1971, the trade show has taken place exclusively in Berlin, under the official name of “Internationale Funkausstellung” – hence “IFA”. gfu, a corporation that promotes the advancement of consumer electronics, came onboard two years later, and has been organizing IFA² ever since.

The innovation cycles of many products have grown shorter and shorter over the years, and eventually, in 2005, IFA became an annual event.

Queues at the opening of IFA in 1973. Source: Messe Berlin.

Samsung – an Innovation Driver and Major Attraction

Samsung has been a fixture at IFA ever since it first exhibited at the trade show in 1991³. During that IFA, 26 years ago, Samsung presented screens and televisions in a 660-square-meter space.

2003 marked an important juncture in Samsung’s relationship with IFA. A move to Hall 20 meant that a substantially larger exhibition space would be available, turning Samsung into one of the show’s major exhibitors.

With keynote speeches in 2003, 2006, 2008, 2009 and 2014, Samsung strengthened its position as a global brand, establishing ground-breaking technologies and setting future trends. In 2008, for example, Park Jong-Woo, the then-President of Samsung Electronics Digital Media, predicted that the entertainment industry would take a gigantic leap forward by seamlessly networking a variety of devices. Nowadays, smartphones and tablets easily hook up to users’ TVs and Bluetooth speakers, and even some fridges and washing machines can be controlled on the go.

(Clockwise from top left) Samsung’s IFA booths in 2006, 2009, 2010, 2011, 2012 and 2013. Samsung has been one of IFA’s largest exhibitors since 2003.

2014: Samsung Becomes IFA’s Largest Exhibitor

2014 saw the opening of CityCube Berlin, which IFA’s host venue, Messe Berlin, invested over 83 million euros to build. Samsung moved into the three-story cube – which, along with featuring the largest product-exhibition space (approx. 6,000 m²), also houses several rooms (approx. 2,500 m²) for presentations and sales meetings – as soon as it was completed. The location has been used exclusively by Samsung at IFA ever since.

More exhibition space also opens up new possibilities. Samsung’s individual product divisions were previously presented spread across several halls, but the move to CityCube Berlin meant that they could be showcased under one roof. Today, Samsung has become IFA’s largest exhibitor, with 8,700 square meters of hall space.

In 2016, Samsung impressed IFA attendees with this TV installation at the heart of CityCube Berlin.

Picture quality remains one of the most important focuses for TVs, and is one of the hottest attractions for the trade show. Over the last eight years, the TV industry has mastered the leap from HD to Full HD to UHD resolution – each of which has been successfully established in the mass market.

IFA has also served as a popular showcase for introducing new product categories in other areas. In 2010, Samsung presented its first tablet to the world with the Galaxy Tab. One year later, the Galaxy Note marked the beginning of large-screen premium smartphones, or ‘phablets’. Samsung’s first smartwatch, the Galaxy Gear, was introduced in 2013, laying the foundation for Samsung’s smartwatch portfolio. And in 2014, the Galaxy ecosystem was further expanded with the Gear S and Gear VR.

This year, too, visitors to Samsung’s IFA booth are treated to a great many innovations and technical highlights, such as QLED TV, The Frame, the QuickDrive washing machine, Family Hub refrigerator, mobile devices, portable SSDs and more.

For more information on Samsung’s presence at IFA 2017, visit: https://news.samsung.com/global/samsung-electronics-shapes-lifes-new-normal-at-ifa-2017

¹Extracted from a recording of Albert Einstein’s opening speech at the Great German Radio and Phonographic Exhibition in Berlin in 1930. Source: http://landesarchiv-berlin.de/

²With the exception of 1985, 1987 and 1989.

³Samsung did not attend IFA in 2004.

“This year, UHD became the most decisive factor for television purchases for the very first time, according to gfu¹. And yet for Samsung, better television is not just about brilliant picture quality, but a better TV experience in every respect.

“With QLED, we have introduced a TV category that convinces thanks to Quantum dot technology, UHD, HDR, and a peak brightness of up to 2,000 nits. And where ease of use is concerned, Samsung sets standards with the Smart Hub and Premium Smart remote. Viewers can access any content they want in just three clicks – even from external players. QLED TVs are literally more beautiful televisions, with their clever wall mounts, cable solutions and stands.

“With The Frame, we are transforming the television into a canvas for digital art. The designer TV combines interior design with current smart TV technology, and evokes the aesthetic reserve of a picture frame.”

Kai Hillebrandt, Vice President of Consumer Electronics, Samsung Electronics GmbH

Clear User Menus – The Comprehensive Samsung Interface

“Technology is meant to make life easier. But while the capabilities of smartphones, PCs, refrigerators and washing machines continue to increase in the Internet of Things era, their operation is also becoming ever more complex.

“With Samsung, the technology adapts to the person, and not the other way around. To simplify the daily lives of consumers and enterprises, we carry out trend studies on consumer behaviors and apply the findings when developing the next smartphones, televisions and home appliances.

“We are thus continuously improving how users interact with our products – be it via gesture, touch, gaze or voice. The result is an all-embracing design language for Samsung’s Smart TVs, the Smart View app, smartphones, tablets, our Family Hub 2.0 refrigerators, and many other appliances.”

Kai Hillebrandt, Vice President of Consumer Electronics, Samsung Electronics GmbH

Perfect Sound to Match the Picture – Samsung Soundbars Bring Cinema Sound to the Living Room

“Connectivity and immersive listening are the big audio trends of 2017. This because a successful home cinema experience not only calls for a brilliant picture, but also luscious sound.

“Samsung’s QLED TVs revolutionize picture quality with UHD and HDR. MPEG-H stands for a new sound experience. The new technology permits every audio track to be individually modified and purposefully adjusted in live broadcasts.

“Easy and fast access to music from anywhere in the house is also becoming ever more important for consumers. Two thirds of German consumers, for example, desire clean TV setups² – a clear rejection of complex 7.1 systems and loudspeaker cables.

“With the HW-MS750 Flat Soundbar Sound+, Samsung has already combined a soundbar and subwoofer in a single slim soundbar casing – without any additional speakers or external cables. The Samsung HW-MS950 soundbar, powered by Dolby Atmos, makes sound even more flexible while placing the viewer at the center of the sound experience. The sound can be precisely moved and placed in three-dimensional space, also above the viewer’s head. Dolby Atmos makes home cinema entertainment come alive, and turns it into an intense and emotional experience with a clear and profoundly detailed soundscape.”

Kai Hillebrandt, Vice President of Consumer Electronics, Samsung Electronics GmbH

Untethered Music – The Galaxy S8 with UHQ Audio

“Music is also enjoyed on the go these days. Be it in the fitness studio, on the train, in the kitchen or garden – users always have their soundtrack with them, on their smartphone or streamed from the web. “With its Ultra High Quality (UHQ) audio technology, Samsung takes music enjoyment to a new level. It also enables high-quality sound on the road and supports digital recording at up to 32 bit/384 kHz. The audio files are not compressed, and can even be extrapolated.

“This way, music lovers can enjoy the entire sound spectrum of music sources in CD quality – or even higher, for example, with FLAC files or high-quality streaming. The technology is deployed in Bluetooth speakers, high-quality AKG headphones, ultra-light headsets, and even smartphones – the Galaxy S8 and S8+.”

Martin Börner, Deputy President, Samsung Electronics GmbH

UHD and HDR – QLED TV Creates a Visual Experience That’s Ready for the Big Screen

“UHD is conquering the mass market, as more and more consumers have become captivated by the ultra-realistic visual experiences enabled by UHD and HDR. High resolution is the most decisive factor for television buyers today³.

“A still larger leap is provided by HDR technology, helping today’s televisions achieve pictures that are extremely rich in contrast. The expanded color space becomes even more apparent in a direct comparison. Thanks to its unique suitability for HDR10 content, Samsung’s QLED technology represents the TV experience of the future.

“What’s especially impressive is the brightness of the Quantum dot displays. QLED TVs are extremely bright, with peak values of up to 2,000 nits, and offer the user intensively radiant, lifelike colors even in bright daylight. In doing so, QLED TVs follow the standards for digital cinema, and are able to cover 100 percent of the DCI-P3 cinema color space. That is a decisive point for consumers, as HDR will change the TV experience forever. It is thus not without reason that we are talking about a new product category when referring to QLED TV.”

Kai Hillebrandt, Vice President of Consumer Electronics, Samsung Electronics GmbH

Virtual Reality – Gear VR Makes the New Media Age Accessible for All

“Virtual reality and 360-degree video have introduced a completely new media experience to the mass market, and Samsung is a pioneer in these areas. Take social VR, for example. The technology is tangibly affecting our behavior on social networks. Today, we take our followers along in 360 degrees when we go to a concert or climb a mountain. They can then share in the adventure live with their VR headset or on a Samsung smart TV.

“Samsung is one of the first companies to have made these fascinating new experiences broadly available to the public, with its Gear VR headsets and Gear 360 cameras, and is a pioneer for this new media age.

“We have sold over 1.1 million VR devices in Europe since 2015, and already more than 5 million worldwide. This clearly shows that the interest in this technology is huge. It will fundamentally change the way we tell and experience visual stories.”

Martin Börner, Deputy President, Samsung Electronics GmbH

Benefitting Your Health – A Fitter Lifestyle with Samsung Gear

“Fitness wearables have become the norm in the shortest space of time, providing a perfect example of how quickly technologies can transform our lives. This is exactly what our motto for this year’s IFA expresses: “the new normal”. We have long since stopped talking about the measurement of the self instead of a new relationship with our body.

“Wearables change our awareness for a healthy life through their ability to monitor the wearer’s fitness activities, and optimize their efforts with the help of apps.

Samsung has been actively working to shape this trend for five years now with new innovations such as our Samsung Gear smartwatches. We will be experiencing this kind of rapid societal development brought on by technologies more often in the future, as trends spread with ever greater speed these days, not least of all thanks to social media.”

Alexander Zeeh, Director Home Appliances, Samsung Electronics GmbH

Networking in the Household – The Family Hub 2.0 Refrigerator as a Family Manager

“The market for household appliances is growing, and we see ourselves in a very good position to benefit from this growth. Samsung is banking on brilliant, dependable innovations that let us make household chores easier for our customers, and often help them reclaim some time. The industry-wide trend towards connected home appliances has an important part to play in this. We always take a close look at what people need in their day-to-day life, and develop products that meet their needs.

“With Family Hub, a smart refrigerator with an integrated LCD display, we have pooled our know-how in screen technologies, networking, and ease of use in the area of cooling to turn the kitchen into a modern communication center with the fridge as family manager. This is where food is organized, messages are exchanged, and schedules are compared.

“The fridge’s next generation, Family Hub 2.0, caters to the needs of every family member even more individually. Using personal user profiles, the entire family can now also exchange to-do lists or send messages to the refrigerator display on the go.

“The Smart Home App can also be used to control other compatible household appliances, such as a washing machine for example, by way of the user’s smartphone or the refrigerator screen.”

Martin Börner, Deputy President, Samsung Electronics GmbH

¹ gfu, Motive, Einstellungen und Kaufkriterien. Konsumtrends der Consumer und Home Electronics, May 2017.

² Data collected at the behest of Samsung by Kantar TNS in an online multi-subject survey based on the iBus method. This involved surveying 1,017 Germans aged 16 to 64 from June 1 to 4, 2017.

³ gfu, Motive, Einstellungen und Kaufkriterien. Konsumtrends der Consumer und Home Electronics, May 2017.

The royalty-free HDR10+ standard promotes vibrant and vivid visuals that bring us closer than ever to true-to-life images. Samsung’s recent announcement of partnerships with Panasonic and 20^th Century Fox will expand the platform’s ecosystem of compatible technologies, eventually making such immersive visuals standard fare.

But how exactly does HDR10+ establish this new standard, and what will the technology’s advancement mean for content creators, device manufacturers, and the future of home entertainment? To answer those questions, let’s take a closer look at how Samsung optimized the platform to offer consumers a more advanced viewing experience.

HDR10+: The Next Step in HDR Technologies

It wasn’t too long ago that HDR represented the pinnacle of picture quality. HDR provided greater depth, brightness and color accuracy – whiter whites, blacker blacks, and a wider color gamut – than standard dynamic range (SDR) displays. Innovations such as Samsung’s Quantum dot technology further advanced picture quality by introducing more accurate color expression and higher brightness levels.

Since its introduction, the second major advancement in HDR technologies, HDR10, has been the standard throughout the industry. The technology is widely used and certified by the UHD Alliance – an association of Hollywood movie studios, content distributors, tech companies and device manufacturers that was formed to strengthen and grow the UHD ecosystem.

HDR10+, the latest and most advanced HDR technology, builds upon the strengths of previous HDR platforms to further enhance the viewing experience. HDR10+ better channels content’s intrinsic dynamic range (the ratio of light and darkness) to produce truer images that appear brighter and more colorful – and therefore more detailed and realistic than with conventional HDR on a wider array of displays. Whereas previous HDR10 iterations utilized static tone mapping, wherein color enhancement is uniform from scene to depicted scene, HDR10+ employs dynamic tone mapping to maximize each scene individually. The results are visuals that feature optimal colors, contrast and brightness, and create a viewing experience that allows you to see a show or film precisely as its producers intended.

Raising the Bar for UHD with an Open HDR10+ Ecosystem

Samsung’s decision to introduce HDR10+ as an open-source, royalty-free platform, which anyone may utilize to create compatible devices and content, underlines a larger commitment to raising the bar for UHD video.

The fact that HDR10+ is open and royalty-free makes the technology an attractive option for a variety of partners – from movie studios and filmmakers, to TV and device manufacturers – and will ultimately hasten its adoption as the new standard with which to create innovative digital devices and dynamic content.

In addition to incorporating support for HDR10+ in its complete range of 2017 UHD TVs, including its new QLED TV line, Samsung is also actively working with some of the world’s leading producers of premium content to make HDR10+ the filmmaking standard.

This past April, Amazon became Samsung’s first official HDR10+ content partner. Soon, the company will offer viewers around the world gripping HDR10+ content available to stream through its widely popular Prime Video service. Also, on September 1, the first day of IFA 2017, Samsung will host the QLED & HDR10+ Summit at Berlin’s Waldorf Astoria Hotel, where the company will lay out its plans to advance HDR10+ adoption throughout Europe.

By making HDR10+ technology widely available, and forging partnerships that will lead to more visually captivating content, Samsung hopes to make immersive, true-to-life home entertainment the new normal for consumers around the world.

David Lowes, Chief Marketing Officer, Samsung Electronics Europe

“Samsung’s innovation is inspired by consumers and designed to make an immediate difference,” said David Lowes, Chief Marketing Officer for Samsung Electronics Europe. “This innovation is based on craftsmanship, clever connectivity and championing the impossible. As technology increasingly plays a role in every part of our lives, we’re creating products and services that adapt to consumers and set the tone for what becomes their ‘new normal’.”

New Lifestyle Standards in Visual Display

Samsung continued to revolutionise the visual display industry at IFA 2017, with the release of a new 43-inch version of The Frame that was first unveiled earlier this year. Previously available in 55- and 65-inch sizes, the design-led TV experience is the ideal fit for the living room or other sized rooms in the home.

Samsung has partnered with leading galleries and museums such as the LUMAS, Saatchi Art, and Sedition to further enhance The Frame as an art-centric device within the home. Samsung also announced a new partnership with the Prado museum, as well as plans to acquire approximately 1,000 prominent art pieces that can be enjoyed in The Frame’s Art Store in near future. Users will be able to choose from an expanded selection of art, making the most of their TV even when it isn’t in operation.

In addition to the Art Store, the Samsung Collection of specially curated art pieces and the My Collection feature, which allows consumers to project their own personal images onto the screen, gives consumers even more options to visually customize their space, wherever they choose to place The Frame within the home.

Along with The Frame, Samsung presented plans to expand the QLED TV line-up to Europe, as it continues to grow its leadership within the premium TV market. The Q8F model, a flat version of the curved Q8C model, will be launched in Europe in 55 and 65-inch sizes. This model will be a part of the largest TV line up in Europe, which consists of 14 full QLED TVs, in curved and flat models, ranging from 49-inch to an ultra-large 88-inch.To further amplify its premium line of QLED TVs, Samsung has also entered into a partnership with Panasonic and 20^th Century Fox to proliferate HDR 10+ technology. In the months to come, Samsung will continue to expand partnerships to include Hollywood studios, content providers, and game developers.

Samsung also introduced the world’s largest QLED gaming monitor – the CHG90, which measures 49-inches, with a 178-degree ultra-wide viewing angle. The CHG90 offers a full and immersive view of gaming action, expanding the visual capabilities of a gaming monitor without sacrificing speed.

The Craftsmanship for Meaningful Innovation in Appliances

Samsung’s new home appliances introduced at IFA 2017 are designed with a single aim in mind: to make a meaningful difference in people’s lives with brilliant innovations they come to rely on.

Daniel Harvie, Vice President, Home Appliance Business, Samsung Electronics Europe

For example, the need to design around real-life problems was displayed with the launch of Samsung’s new washing machine with QuickDrive technology. Samsung’s QuickDrive technology cuts washing time by half and energy use by 20 percent*, offering consumers the time-saving solution, without compromising washing performance. Its unique Q-Drum^TM consists of a large main drum and a plate in the back that rotates independently. Unlike conventional washers that move clothes repeatedly up and down over the course of the cycle, the QuickDrive moves clothes from top to bottom in the drum but with an added dimension. The plate in the back of the drum introduces a back and forth movement, making a dynamic action powered by double forces that quickly and gently remove dirt to deliver an intense and complete wash cycle.

Samsung introduced the innovative concept called AddWash^TM at IFA in 2015, which allows users to add clothes to a washing machine during an active cycle. QuickDrive takes innovation one step further by offering a new level of convenience and performance. This is the type of technology that Samsung says will eventually become the “new normal” – technology we soon will be unable to live without.

In line with the key theme of Craftsmanship, Samsung also revealed the POWERstick PRO^TM cordless vacuum cleaner. Providing the ultimate cleaning solution, the POWERstick PRO^TM guarantees powerful cleaning performance, easy maintenance and a long-lasting battery. It features an industry-leading 150 watts of suction power and 40-minutes of battery time—twice as long as traditional batteries—with a battery lifespan of five years. It also boasts Flex Handle that folds up to 50 degrees, letting users clean hard-to-reach spaces, such as the below furniture, with less effort.

Samsung will also expand the voice capability of its Family Hub refrigerator to countries in Europe on a phased basis this year, starting with British English, German, French, and Italian. Family Hub will also be integrated with Samsung Connect, letting users control a wide variety of IoT-ready smart appliances regardless of their operating system.

Cleverly Connected for Life on the Move

The new normal for wearable technology isn’t just an activity tracker that counts your steps – it’s about enhanced connectivity to deliver an entire wellness manager and make our lives healthier. At IFA 2017, Samsung unveiled three new wearable devices.

Kate Beaumont, Director, Strategy & Product Planning, Samsung Electronics UK

The versatile smartwatch, the Gear Sport, takes on board the functionality that users want from a fitness gadget today. It is packed with features for people who see no boundary between their life and their wellness. It includes built-in GPS, run-pacing features and nutrition tracking.

With a focus on connectivity, the ever-growing connected ecosystem also brings about the need for more control. The Gear Sport can control the Samsung IoT-enabled devices, act as a remote control for a PowerPoint presentation or Samsung Gear VR, and pay for goods via Samsung Pay (NFC Only).

Samsung also launched the Gear Fit2 Pro – an advanced GPS fitness band. It features a curved 1.5” Super AMOLED display and is able to track various activities – whether on land or in the pool. For the new swimming capabilities, Samsung partnered with swimming expert Speedo to create Speedo On, the first Speedo wearable app that accurately tracks pool exercises. Everything from measuring the number of strokes or lap times, to tracking which stroke the user is doing is all possible on the 5ATM certified** Gear Sport and Gear Fit2 Pro with the Speedo app.

Daily activity can be supplemented with updated Under Armour and Spotify partnerships. Both devices provide access to Under Armour’s fitness apps including Under Armour Record, MyFitnessPal®, MapMyRun® and Endomondo for activity, nutrition, sleep and fitness tracking functions – these apps provide users with a holistic picture of their health and fitness. The Gear IconX (2018) cord-free earbuds complete the line-up of wearable devices launched by Samsung at IFA 2017.

Leading the Standardization of IoT Technologies; Convergence with HARMAN

Samsung has been leading the standardization of global IoT technologies as a diamond member of the Open Connectivity Foundation (OCF). Samsung is the first in the industry to receive the OCF certification for its smart TVs, Family Hub refrigerators and air conditioners, and intends to expand the certification to all of its home appliances throughout the year.

The OCF certification will allow for open compatibility between the different products of member companies. In addition to Samsung, more than 390 companies have joined the OCF, with 20 billion IoT products to be synchronized with the OCF standard in three years.

Samsung’s ongoing partnership with HARMAN is also fortifying its big picture for the new normal. Following six months of partnership, Samsung is now the global leader in connected car technology, with more than 50 million cars on the road worldwide powered by HARMAN and Samsung technology.

The partnership is focused on creating audio and visual experiences that just a short while ago, would have been considered impossible. For example, Samsung’s new HDR LED screen for cinemas, measuring more than 10 meters or 34 feet across, delivers unrivalled picture quality and is brought to life by the audio technology of HARMAN Professional Solutions, together with Samsung AudioLab. The powerful combination of Samsung and HARMAN aims to reinvent both mobility and entertainment, taking the new and making it normal.

Samsung Electronics’ booth will be open at Level 2, City Cube Berlin from September 1 through 6 for IFA 2017.

*Tested on WW8800M compared with Samsung WW8500K. Saves 50% time on Cotton (40℃, half load) and eCotton cycle with washing performance within ±2%. Saves 20% energy on Cotton (40℃, half load) and Super Speed cycle (40℃, 5kg load), based on Intertek data.

**Gear Sport and Gear Fit2 Pro have ISO 22810:2010 certification for 5 ATM rating of 50 meters (165 feet) under specific conditions. This means that both devices are safe to wear while walking in the rain or showering, and may be used for shallow-water activities like swimming in a pool or ocean. However, the Gear Sport and Gear Fit2 Pro should not be used for scuba diving, waterskiing, or other activities involving high-velocity water or submersion below shallow depth.

On August 30 at Berlin’s Tempodrom arena, Samsung Electronics will hold its IFA 2017 press conference to offer a sneak peek at its latest innovations, designed to cater to your new normal.

The invite-only event will showcase products designed to seamlessly integrate into everyday life and streamline more facets of our evolving, increasingly connected lifestyles.

The press conference will begin at 6 p.m. (CEST). Those who will not be present for the big event will still be able to take a front-row seat by tuning in to the official livestream on Samsung Newsroom, where you’ll also find breaking news, articles and multimedia content from IFA 2017.

The CH89, CH80 and SH85 feature the USB Type C interface for seamless connectivity, as well as optimized clarity and color presentation at the ultra WQHD (CH89), Full HD (CH80) and WQHD (SH85) resolutions. The monitors also feature a three-sided, bezel-less design, with the CH89 and CH80 further amplifying the bezel-less effect through an 1800R curved structure. By streamlining setups that typically required multiple screens and equipment to a single monitor, the compact displays additionally free up coveted workplace space and reduce maintenance.

“Today’s professionals cannot afford to waste time navigating complex multi-display systems or having to struggle to access and read necessary content,” said Seog-gi Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “Through clear, simultaneous content presentation, our CH89, CH80 and SH85 monitors efficiently provide ample space to view multiple data-rich documents without interference.”

Seamless Connectivity

The CH89, CH80 and SH85 displays empower professional users to access, load, view and share content efficiently and quickly. These models include a dedicated USB Type C interface, enabling transmission of data, Display Port (DP) signals and power within a single-cable connection. Beyond removing excess wires from the workspace, the USB Type C composition ensures compatibility with personal laptops, tablets and mobile devices for seamless, port-driven content exchange. Users can view documents and images from their smaller personal screens on the larger monitor without losing visual quality.

Professionals additionally can customize their content presentation through Samsung’s Easy Setting Box software. Within the program’s intuitive interface, users can select from a detailed library of split-screen template and screen-size optimization options and choose their preferred viewing parameters.

For convenient collaboration and screen sharing, the CH80 and SH85 monitors feature DP Out Daisy Chain technology. Users can extend their current desktop across single monitors or monitor groups through one DP connection, preventing the need to synchronize each monitor with a PC or other external device.

Optimized Clarity and Color Presentation

Samsung’s latest professional monitors are designed to depict documents and imagery with optimal clarity and color presentation, amplifying minor or otherwise hidden visual details. The CH89’s ultra WQHD resolution (3,440×1,440) produces a sharp presentation with nearly 2.5 times the pixel density of FHD, creating a wider and more colorful workspace. The SH85 follows suit with WQHD resolution (2,560×1,440) that delivers detailed imagery with nearly 1.8 times more pixel density than standard FHD monitors.

A More Comfortable User Experience

Samsung’s customizable CH89, CH80 and SH85 monitors drive a more comfortable, ergonomically-friendly workspace. All three displays contain a height-adjustable stand as well as swivel and tilt capabilities, allowing users to set the monitor at their ideal viewing distance and position. These models also include Samsung’s Flicker Free and Eye Saver features, which deter harmful visual effects that can otherwise cause eyestrain during long-term usage.

A Wider Workspace

Additionally Samsung will exhibit a 49-inch CHG90, the HDR (high dynamic range) QLED monitor at IFA 2017. The CHG90 expands the workspace while offering panoramic views of figures, diagrams and charts within a single screen. This ultra-wide size prevents users from having to combine two 27-inch monitors to complete their tasks, and also deters the misalignment and central bezel interference that come with such arrangements. Coupled with its HDR QLED picture quality, the CHG90’s size accommodates a range of content while upholding a clear, colorful and true-to-life presentation.

In addition to the Easy Setting Box screen optimization technology, the CHG90’s Picture-by-Picture functionality allows users to connect and view input sources without degrading the original image quality. The CHG90’s extensive connectivity, including DP, Mini-DP, HDMI and USB ports, also welcomes content sharing to and from external personal devices.

Product Specifications

See the infographic below to learn more about the new professional monitors.

Samsung’s exhibition at IFA 2016 showcases how the company is working to redefine the consumer experience. One way is through its new range of Quantum dot SUHD televisions, which offer the ultimate in picture quality, brilliance and energy efficiency.

Nanosys, Inc., the world’s leading supplier of quantum dots and long-time partner of Samsung, has played an integral role in accelerating the development of nano-architected materials for these industry-leading displays.

President and CEO of Nanosys, Jason Hartlove, explained during an interview at IFA 2016 how quantum dots are changing the way we experience television.

Q. “Quantum dots” is the latest buzzword in the display industry. Why is this technology such a hot topic?

Quantum dots enable much brighter color meaning that you have both efficiency and improved color gamut. This means that quantum dot televisions allow for more realistic and lifelike content so that viewers can more easily recognize the dream of the content creator, and all the details he or she is trying to show.

Q.What makes Samsung’s 2016 SUHD TVs different from others on the market?

First of all, only cadmium-free materials were used in Samsung’s SUHD TVs. This means no heavy metals were utilized in the construction of these products. Great thought went into this as far as product stewardship and the life cycle of the TV set are concerned.

Secondly, I think Samsung has done a really excellent job of managing all of the content so that when the user experiences it, he’s actually seeing properly tuned and color-mapped images. He’s not just seeing some kind of blown-out color, like one would see if the TV were set to vivid mode. It’s actually a very nice representation of what the director created in terms of his intent for the final image he wants viewers to see.

Q. When will we see QDs being more widely used by TV manufacturers?

This process is continuing all the time and we’re starting to see it ramp up. We expect than in 2016, there will be roughly four to five times more quantum dot TVs in the marketplace than there were in 2015. We’re going to see that number continue to go up by many multiples. So each year, as we go forward, there will be more and more models from more and more manufacturers. We’re already seeing that from Samsung, as the number of quantum dot models they have has really increased dramatically compared to last year.

Q. Nanosys and Samsung are working together to make EL(Electroluminescence) QD TV a reality. What’s the advantage of EL QD technology, particularly from a manufacturer’s perspective?

With the next generation of quantum dots, we’re going to see a more emissive experience—something where the color jumps off the screen even more. It’s going to have a wider viewing angle. It’s going to be much brighter than what we see today, even more than what we see with SUHD.

So with all of these improvements going forward in the future, the experience will become that much more lifelike and immersive. And, of course, we’ll also see great progress in terms of manufacturing and scaling of the technology.

Q. How is Nanosys working to improve quantum dots to enable this to happen?

We’re always working on ways to make our quantum dots better, both in terms of their efficiency, color quality and reproduction, as well as bringing the costs down.

Bringing the costs down involves advances in terms of the manufacturing of quantum dots, but also how we integrate quantum dots into the set. So finding lower-cost, more efficient ways to use the quantum dot material is an area that we’re pioneering. We’re also working on integration into new types of form factors. These new types of form factors can enable lower power consumption, higher energy efficiency and cost reductions.

Q. Nanosys has been a partner of Samsung’s for quite some time. Why continue to collaborate?

Samsung is a clear leader in the electronics and solar sectors. Not only does Samsung bring deep knowledge of solar, memory and display technologies and markets, they bring tremendous experience in scaling up new technologies, which helps Nanosys accelerate the development, production and market introduction of devices enabled by our nano-architected materials.

*The views expressed in this article are the interviewee’s own, and do not necessarily reflect the official opinion of Samsung Electronics.

Samsung Electronics will kick off its IFA 2016 events with a major press conference demonstrating how it is redefining consumer experiences with its innovative technologies and products. For those who will not be able to attend IFA 2016 in Berlin, Germany, Samsung Newsroom is providing a livestream of the press conference, which is scheduled to begin at 11 AM Berlin time, September 1st. Please stay tuned and enjoy the livestream on Samsung Newsroom.

Samsung Newsroom will also provide breaking news, on-site articles and multimedia content from IFA 2016.

For the latest news, photos and videos related to this event, please subscribe to our newsletter by clicking here.

Samsung Electronics today announces three new built-in appliance product lineups, the Contemporary Line, the Black Line and the original Chef Collection, designed to meet the tastes of European consumers. All new models in the lineups balance function with bespoke design in ways that blur the distinction between home furnishing and home appliance.

The Contemporary Line is Samsung’s newest built-in lineup. It features many of Samsung’s highly regarded kitchen appliance technologies and innovations, and the new true built-in refrigerator unit is expected to perform as strongly as Samsung’s freestanding models, which currently lead Europe’s refrigerator market.

The new true built-in refrigerator unit from the Contemporary Line is backed by thoughtful and flexible internal compartments, and innovative technologies such as No Frost, Twin Cooling Plus^TM, Cool Select Zone Plus. The No Frost feature addresses consumer demand to eliminate frost, which is an old problem of traditional built-in refrigerators, that can ruin food taste, cause bacteria contamination, and even harm fridge performance. Cool Select Zone Plus allows users to set freezer temperatures between -23℃ and 2℃ so they can customize their built-in to maximize food freshness. The refrigerator in the Contemporary Line can even be controlled wirelessly with Samsung’s new dongle, allowing owners to monitor and control settings from a distance.

The Black Line is introduced in Europe at the second half of this year with its refrigerator awaiting release early next year. The bold move to use an unconventional color to paint Samsung’s new built-in package reflects a shift in trend, which sees the kitchen as a central living space that is more than just a place for cooking and dining. The semi-matte black finish absorbs surrounding light and gives a modern and timeless look. The Black Line includes a refrigerator, oven, compact oven, induction cooktop, range hood, and dishwasher.

The Chef Collection is a premium lineup comprising a Kitchen Fit^TM design refrigerator, built-in oven, compact oven, warming drawer, induction cooktop, range hood and dishwasher. These units were inspired by insights from the Michelin-starred chefs who are members of Samsung’s exclusive Club des Chefs. The superior design and innovative technologies are geared towards maximizing the cooking and dining experience. The refrigerator boasts Samsung’s Twin or Triple Cooling technology, which cools the fridge and freezer separately with two or three different evaporators so each compartment maintains optimal temperatures and humidity.

“We see much potential for built-ins to meet customer demand in Europe and have invested aggressively to develop a thoughtfully designed and highly innovative lineup,” said Suh Byung-Sam, Head of Samsung’s Digital Appliances business. “We will continue to target the market here in Europe with unbeatable technologies and features that uniquely meet consumer needs.”

Samsung Electronics’ booth will be open at Level 2 of City Cube Berlin from September 2 through 7 for IFA 2016.