Samsung’s booth, Samsung Town, is comprised of a range of interactive exhibits for visitors to get a hands-on look at the company’s lifestyle and smart home appliances, mobile devices, network innovations, B2B solutions, TVs and more.

Take a look at the photos below for a detailed look at Samsung’s latest devices towards assisting customers to live connected, seamlessly.

The BESPOKE Lifestyles zone features a dynamic rotating stage on which three separate scenarios have been set up to showcase the versatility of the BESPOKE refrigerator in different color variants for a trio of lifestyles; solo millennial, young couple and extended family.

A vibrant display introduces visitors to Samsung’s new range of premium cordless stick vacuum cleaners, POWERstick Jet. The POWERstick Jet lineup features up to 200W of industry-leading suction power, a long-lasting battery, an ergonomic design and a 5-layered HEPA filtration system.

The QLED Square features a dynamic Super Big TV wall, showcasing a fluid transformation between three QLED TV size options – 50, 75 and 98 inch – for those interested in high quality, immersive viewing experiences.

Samsung Town’s QLED 8K Square is showcasing Samsung’s full lineup of industry-leading QLED 8K TVs. Thanks to Samsung’s proprietary Quantum Processor 8K and QLED Panel, each of the six models – 65, 75, 82, 85 and 98-inch, and the new 55-inch model – are able to provide an astounding level of immersion and reality to the viewing experience.

A visitor takes in all 146 inches of the next-generation visual experience that is The Wall in 4K. The Wall’s unmatched resolution is thanks to its self-emitting, micrometer scale LEDs, and thanks to its AI upscaling, HDR 10+ support and 120Hz refresh rate, viewers can enjoy a personalized experience that can be fully customized to your screen size and ratio tastes.

Over in the Lifestyle Gallery of Samsung Town, visitors are able to Flip the Page and see for themselves how The Serif screen and interior décor piece can match any interior, any existing décor and any lifestyle.

A visitor experiences the seamless connectivity of the Galaxy ecosystem with Samsung partner Technogym’s innovative gym equipment in the Health Geek Zone. Users can keep track of their workout progress and then organize complementary diet plans using the seamless connectivity of Samsung Health across their mobile devices.

Understanding that increasingly, working lifestyles mean working from home and whilst on the go, Samsung’s Connected Home zone includes a Freelancer exhibit showcasing how, with a Samsung mobile phone, laptop and tablet, you can access your work environment anytime, anywhere. Above, a visitor experiences the seamless connectivity across the Freelancer zone.

The latest addition to Samsung’s flagship note series, the Galaxy Note10, comes equipped with an S Pen that can do more than ever before. Visitors to the Galaxy Note10 zone are getting hands-on with a Galaxy Note10+ and enjoying the reflective ceiling of the exhibit while remotely taking a selfie with the S Pen’s new Air actions function.

In the Galaxy Square section of Samsung Town, visitors are able to get up close and personal with Samsung’s latest flagship model – the Galaxy Fold. Developed with a brand new flexible form factor and bespoke features such as App Continuity for ease of use when switching modes, the Galaxy Fold is Samsung’s most innovative smartphone yet, built for a new era of Galaxy.

A lucky young visitor takes part in the Galaxy Tab S6 Drawing Event, which sees model and artist Kicki Yang Zhang harnessing the improved sketching capabilities of the Tab S6’s evolved S Pen to create lifelike caricatures of IFA Samsung Town attendees.

In the Lifestyle zone, visitors are taking in The Serif, a TV that goes beyond being just a simple household appliance and accentuates a room’s interior décor. Visitors are being invited to check out each of the six color options available for The Serif, and share a snap of their favorite on social media with the hashtags #ColorYouLove, #TheSerif and #TheFrame.

“Ick bin ein Bärliner!”: A special display in the Lifestyle Zone marries the chameleon-like abilities of The Serif’s display with the Berlin bear, the symbol of the city of Berlin. Visitors do their best impression of the local icon while learning more about Samsung’s diverse display offering.

To help visitors get a sense of the key themes, experiences and innovations to look out for in Samsung’s showcase, we spoke to some of the individuals who helped put the booth together.

Connected Home Zone

Q: What would you like visitors to take away from the Connected Home Zone?

We hope that, by encouraging them to experience how seamlessly Samsung’s home innovations connect in ways that simplify users’ lives, visitors will walk away with a deep understanding of the true value of connected living.

We designed this zone to illustrate how Samsung’s IoT solutions cater to consumers of various interests and lifestyles. For example, the Health Geek section showcases ways that Samsung devices can help users reach their fitness goals.

One of the most dynamic examples of this involves the Galaxy Watch Active2 and a Technogym exercise bike. The bike is outfitted with NFC technology, and when users tap it with their watch, they’re able to easily sync their watch with their bike, and log their workout data in Samsung Health as soon as they finish exercising.

Q: Are there any other exhibits in the zone that visitors should be sure to check out?

Don’t forget to test drive Samsung’s Digital Cockpit. It not only offers simple controls for managing connected devices in your home from your car, but it also lets you easily manage key car functions from the comfort of your home.

Let me give you an example. After launching the SmartThings app on the Digital Cockpit’s dashboard, if you select “Coming home,” the system will automatically activate the connected devices you’ll need when you arrive – like the lights and air conditioner – so your house will be ready for your return.

Visual Display Zone

Q: Which section of the Visual Display Zone would you recommend the most to visitors?

There’s a wide range of exciting displays on exhibit in the Visual Display Zone, but I’d especially recommend that visitors check out the QLED 8K Highlight Zone to take a look at our full lineup of QLED 8K TVs. It’s the widest 8K TV range in the industry, and our exhibits do an excellent job of showcasing the TVs’ breathtaking visuals.

Because QLED 8K TVs feature a resolution that’s four times greater than 4K UHD TVs, they add a sense of depth to content that makes it feel more immersive. We also offer a wide range of size options, designed to suit any home. These include the newly announced 55-inch model, as well as 65-, 75-, 82-, 85- and 98-inch versions. I’d also recommend that you see how the 98-inch model, and its 5,000-nit peak luminance, make HDR video content really pop.

Visitors should also be sure to check out the 146- and 219-inch versions of The Wall, our immersive, modular Micro LED display. It can be custom-tailored to any size, and it’s a fantastic solution for businesses, as well as those looking for the ultimate TV upgrade. You can see both models on display in all their glory on the right side of the zone. Trust me, you won’t want to miss that.

Q: Could you tell us more about the technology that allows QLED 8K TVs to produce such an immersive picture?

The Quantum Processor 8K is the key here. It’s based on our proprietary semiconductor technology, and it’s what makes QLED 8K possible, along with the TVs’ innovative QLED panels. The Quantum Processor 8K intelligently analyzes more than ten million images, and uses this data to automatically upscales standard definition, HD, FHD and UHD content.

The Quantum Processor 8K makes it possible for users to enjoy their favorite TV shows and OTT (Over The Top) streaming content in crisp 8K quality. When you see the before and after images with your own eyes here in the zone, you’ll realize just how powerful this technology really is.

Digital Appliance Zone

Q: What should visitors check out first in the Digital Appliance Zone?

I’d recommend that they check out our new BESPOKE refrigerator line. When we created the Digital Appliance Zone, we wanted to show people how Samsung’s home appliances tailor to a variety of lifestyles. BESPOKE is a perfect example of this lifestyle-centric approach to innovation.

BESPOKE’s launch has effectively brought about a new era of customized home appliances. Each BESPOKE refrigerator is completely customizable, which means that users can personalize their fridge’s color, materials and configuration to suit their lifestyle and design needs. With a modular design and up to eight different configurations – from single-door to four-door units – BESPOKE refrigerators seamlessly fit into most contemporary kitchens. Their versatility is on display in a total of seven lifestyle-tailored exhibits across the Digital Appliance Zone, including the circular structure at the center, which we like to call the Circle of Life.

Going forward, in addition to showcasing customizable appliances like BESPOKE at this year’s IFA, we’ll continue to develop convenient, customizable devices that tailor to the lifestyles of a wide range of consumers – including Millennials and those living in single-person households.

Q: What else would you recommend that visitors check out in the zone?

After checking out BESPOKE, I’d recommend that they take a look at our new range of premium cordless stick vacuum cleaners, POWERstick Jet. Our POWERstick Jet lineup offers industry-leading suction power, up to 200 watts,¹ feature a long-lasting battery and an ergonomic design, and even include a 5-layer HEPA filtration system that captures up to 99.999 percent² of allergens and dust particles.

Semiconductor Zone

Q: What should visitors check out first in the Semiconductor Zone?

I’d have to say Samsung’s SSD T5. It’s the latest addition to a long line of portable solid-state drives that offer fast transfers and reliable performance. Our exhibit offers visitors a chance to take a closer look at the SSD’s impressive specs – including 500GB and 1TB capacities, and transfer speeds of up to 540 MB/s – as well as its new Rose Gold and Metallic Red finishes.

I’d also recommend that they check out one of our Non-Volatile Memory Express (NVMe) SSD portfolio, the 970 EVO Plus. Operating on the PCIe interface, this NVMe SSD delivers sequential read speeds of up to 3,500 megabytes per second. When playing 4K games, users experience fast load speeds, and no lag. It’s available with up to 2TB of storage, and it comes in a compact M.2 form factor.

Q: Will visitors be able to take a closer look at some of the Samsung semiconductor technologies that have been receiving considerable attention lately?

Absolutely. The zone also offers a glimpse at our latest semiconductor system solutions, including our new Dynamic Vision Sensor. It’s a technology that can be utilized in a variety of fields, especially home surveillance. It’s capable of distinguishing between humans and objects, and it recognizes movement by registering changes in light. Because its output is dot-based, and it’s designed to only recognize people’s movements and not their faces, the Dynamic Vision Sensor ensures that users’ privacy is preserved.

Before you leave, be sure to check out Samsung’s first 5G-integrated mobile processor, the Exynos 980. This innovative technology opens the door for consumers to enjoy more sophisticated AI experiences, and it will eventually enable us to add 5G connectivity to more devices.

Mobile Zone

Q: What is the key theme of the Mobile Zone, and why was it chosen?

The innovations featured in the Mobile Zone demonstrate how Samsung Electronics is leading the charge when it comes to 5G. Samsung was the first in the market to introduce a commercially available 5G device, the Galaxy S10 5G, and here at IFA, we’re taking the next step in leading 5G’s democratization by expanding our 5G smartphone lineup to include a wider range of mobile devices.

The 5G smartphones showcased here, including the Galaxy Note10 5G, the Note10+ 5G, the Galaxy Fold 5G and the Galaxy A90 5G, will open the door for more people to experience 5G’s always-on connectivity and the incredible possibilities that come with it. And we believe that, going forward, this 5G ecosystem will only grow faster and stronger.

Q: What are some key features that visitors should focus on when testing out Samsung’s new smartphones?

This is the first time that we’ve offered the opportunity to get hands-on with the Galaxy Fold, so I’d definitely recommend that visitors take this chance to get an up-close look at the device’s new form factor. Experience just how easy it is to transition apps from the 4.6-inch cover display to the 7.3-inch main screen – and vice versa – and be sure to test out the smartphone’s six-camera setup.

The Galaxy A90 5G is another standout smartphone whose premium specs are sure to catch visitors’ eyes. These include the device’s 48MP high-resolution camera; a powerful processor, which supports faster downloads and smoother streaming; and a high-capacity 4,500mAh battery, just to name a few.

Q: Are there any other activities you’d recommend to those visiting the Mobile Zone?

Each 5G device in the Mobile Zone is equipped with an app that illustrates the level of power and connectivity that 5G networks make possible. The app was created based on an actual 5G demo conducted in Korea earlier this year using Samsung’s first 5G smartphone, the Galaxy S10 5G.

The demo is designed to showcase how 5G supports a completely new viewing experience – one that’s richer and more personalized. When viewing content with 5G, you can choose specific viewing angles, replay specific moments, and even catch details that you may have missed.

With this demo, we’re showing people that 5G is no longer a technology of the future; it’s here today. So don’t forget to stop by the booth to experience its power for yourself.

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

² IEC62885-2 Cl. 5 11. Max mode (particle size: 0.3-10 micrometer)

The company declared to: democratize QLED 8K technology with the introduction of a full line up of QLED 8K TV; innovate in the home appliances market with its BESPOKE line-up of customizable refrigerators; and further expand Samsung’s 5G device footprint with the launch of the new Galaxy A90 5G and Galaxy Fold 5G. These new offerings, plus many others, illustrate Samsung’s continued ambition to enhance its portfolio with bold and disruptive products and services designed for tomorrow.

“Ever since Samsung’s original black and white TV launch nearly 50 years ago, we have been introducing cutting-edge technologies across our consumer electronics, home appliances and mobile businesses,” said Benjamin Braun, Chief Marketing Officer and Vice President, Samsung Europe. “Samsung will continue to build the legacy of the company and bring life-changing innovations to our customers.”

Benjamin Braun, Chief Marketing Officer and Vice President for Samsung Europe, delivering an opening speech at the IFA 2019 press conference.

Full Line Up of Visual Display Announced with New 55-Inch QLED 8K TV

Since the launch of Samsung’s QLED 8K TV last year, total purchases of QLED TVs have increased 200 percent year-on-year. This fast adoption of QLED TVs has led to more than two million units sold across the world in the first half of this year, driving a proven consumer appetite for high-quality large screen TVs. To enhance the line-up even further, the 55-inch QLED 8K will sit alongside the Samsung QLED range of the current 65, 75, 82 and 85-inch versions.

The 55-inch QLED 8K TV will be available globally in September. With this new addition, Samsung is responding to consumers’ demands for greater choice by providing a range of size options to suit different homes. The new 55-inch variant will offer the continued premium benefits of the QLED 8K TV range, including unrivaled picture quality with depth and detail, 100 percent color volume and ground-breaking AI upscaling technology. Whether a consumer is watching content through a streaming service, set-top box through HDMI, USB, or even mobile mirroring, the Quantum Processor 8K recognizes and upscales lower resolution content to crisp 8K quality.

Home Appliances for Modern Consumer Lifestyles

As the line between furniture and home appliances continues to blur, Samsung is creating ever-more customizable home living solutions to suit a range of consumers’ needs.

To this end, Samsung’s ground-breaking new BESPOKE refrigerators are coming to Europe. Designed as modular units, these refrigerators can seamlessly blend into various spaces, with a wide variety of sizing options available, ranging from single-door to four-door designs.

For those users who want even more from their kitchen, Samsung today launches its new multi-function Dual Cook Steam Oven. It boasts a modern design that provides outstanding flexibility with multi-cooking abilities. The oven is aligned vertically and incorporates textured surfaces with a new user interface that adds a new level of design intrigue. And with its Dual Cook Steam feature, it can simultaneously cook with convection in one compartment and with steam in the other.

Making an impact beyond our everyday lives, Samsung’s kitchen innovations have already helped to reduce the level of waste currently produced in the home. The company has taken this one step further at IFA 2019 by announcing an even deeper partnership with Whisk, a smart food platform developer. Through integration with Samsung’s appliances such as intelligent shopping lists on its Family Hub refrigerators, Samsung and Whisk are enabling a more enjoyable and environmentally responsible cooking experience for the whole family.

As the average home becomes more compact and more people settle in urban areas, Samsung has focused on offering products that fit with consumers’ existing lifestyle. The AirDresser, which resembles a wardrobe or a vertical mirror, is an appliance for refreshing clothing. In addition, Samsung is launching the Air Purifier AX9500, the world’s first Wind-Free purification system. Its modular design ensures that it can fit into a variety of homes and with a three-layer filtration system, it reduces the presence of harmful gases, dust and allergens from the air in the living environment.

With the new POWERstick Jet cordless stick vacuum cleaner, consumers get to experience 200W of industry-leading suction capability. With its 5-layered HEPA Filtration System and hour-long battery life, it can capture 99.999 percent of dust particles and allergens, keeping them from escaping back into the air through the vacuum exhaust.

Introducing the New Galaxy A90 5G: Samsung Expands its 5G-Enabled Galaxy Ecosystem

Since the launch of Galaxy S10 5G earlier this year, Samsung has been working with its global network of partners to provide access to 5G mobile connectivity for everyone.

Today, Samsung further strengthened its 5G smartphone line-up with the launch of the new Galaxy A90 5G, which will be available in Europe from October. With the Galaxy A90 5G, users can quickly download high-quality content and share live video; immerse themselves in an expansive 6.7-inch FHD+ Super AMOLED Infinity-U display; and benefit from a 4,500mAh battery and 48MP main camera. The Galaxy A90 5G offers content-hungry consumers the optimum device for content creation and consumption.

Samsung also confirmed that the eagerly anticipated Galaxy Fold will be available in Cosmos Black and Space Silver starting September 18, 2019, in countries including France, Germany, Singapore and the U.K., with the U.S. launch to follow. A 5G-ready option will also be available in select markets, providing consumers with the latest network connectivity to further enhance the new foldable experience.

Committed to providing consumers with an exceptional user experience without compromising on quality or size, this past summer has also seen Samsung introduce a slew of other new products.

The Galaxy Note10 and Note10+ provide category-leading power and performance that enable users to work the way they want and showcase their creative spirit, while on-the-go. The new Galaxy Tab S6 comes with the signature S Pen and is the world’s first tablet to feature a dual camera with Ultra Wide Lens and a 10.5-inch super AMOLED display. Designed for high-performing users who do not want to be weighed down by a laptop, the Galaxy Book S combines the mobility and connectivity of a smartphone and the powerful productivity of a PC. Finally, on September 6, Samsung will launch the new Galaxy Watch Active2.

Since 2017, Samsung has exhibited its innovative technologies at Samsung Town, a custom-designed space that showcases its full range for visitors to experience the unique and convenient ways of connected living. This year, Samsung took a new approach by designing spaces for all types of consumers, from work-at-home freelancers to influencers, newlyweds and more. Samsung Town will also demonstrate how life gets simpler with its automotive and Samsung Bots.

To find out more about all the Samsung products announced at IFA 2019, visit the Samsung Electronics Booth at Level 2, City Cube Berlin from September 6 to 11.

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

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.