The press conference underscored Samsung’s commitment to democratizing AI as well as the transformative power of Galaxy AI, with notable figures from Samsung and partner companies outlining how Samsung’s AI advancements are reshaping user experiences and contributing to a more sustainable and inclusive world. Below are visual assets from Samsung Electronics’ press conference at IFA 2024.

▲ Samsung reinforced its ‘AI for All’ vision at its press conference at IFA 2024

AI for All: Like Sprinkling Magic Dust Into Everyday Life

▲ Benjamin Braun, Chief Marketing Officer of Samsung Europe, opened the event by honoring IFA’s rich 100-year history. As part of the presentation, he showed a simulated video of what Albert Einstein’s IFA 1930 keynote would look like using the power of Samsung’s different AI technologies, such as AI Upscaling, AI Active Voice Amplifier and Galaxy AI.

▲ “This year [Samsung] aims to have 200 million AI-enabled devices,” said Benjamin Braun, Chief Marketing Officer of Samsung Europe. *separate images available below

AI Meets World: More Inclusive and Sustainable

▲ Citing Samsung’s first Mobile AI Report, Dr. Chris Brauer, Chief Innovation Officer (CIO) at AI strategy, solutions and research firm Symmetry, said that “frequent mobile AI users are about 1.4 times more likely to report a high quality of life compared to those who rarely use it.”

▲ “AI Energy Mode in SmartThings Energy can save up to 70% of energy consumption in [Samsung] washing machines by using Ecobubble and AI Wash technologies,” said Katharina Mayer, Head of LifeStyle Lab Europe, Digital Appliances, Samsung Electronics. *separate images available below

AI Meets You: More Productivity, Simplicity and Enjoyment

▲ “Intel and Samsung have worked together for over 20 years,” said David Feng from Intel. “By combining the power of the newest Core Ultra processors with Samsung’s mobile leadership and our joint belief in an open ecosystem, the Galaxy Book5 Pro 360 unlocks the next level of cross-device AI experiences.” *separate images available below

▲ “[The Galaxy Book4 Edge powered by Snapdragon X Elite] is built for AI, putting the world of intelligence at the heart of your PC,” said Nitin Kumar from Qualcomm. *separate images available below

▲ (Left) “[Our SmartThings ecosystem] can connect thousands of Samsung and non-Samsung devices and has over 350 million subscribers globally,” said Deborah Honig, VP of One Samsung at Samsung UK. “Now at IFA, we are introducing SmartThings Pro for the first time. A new platform to help businesses easily manage their connected devices and energy usage.” (Right) “The only thing it doesn’t do is prepare the food for you,” Deborah Honig, VP of One Samsung at Samsung UK joked about the Samsung Food app. *separate images available below

▲ “Our free Samsung Health app, [is] already used by over 64 million people worldwide,” said Stephanie Chosen, Brand & Product Marketing Manager at Samsung UK.

▲ “Samsung AI TV is set to become the hub of an AI-powered smart home system,” said Stephanie Chosen, Brand & Product Marketing Manager at Samsung UK.

▲ Benjamin Braun, CMO of Samsung Europe, announces the Music Frame WICKED Edition.

▲ Benjamin Braun, CMO of Samsung Europe, took a selfie with the crowd using the Galaxy Z Flip6 and the gesture control on the Galaxy Ring at the company’s press conference at IFA 2024.

Samsung Electronics today announced the launch of the Music Frame WICKED Edition, a customizable wireless speaker designed to seamlessly blend into any environment and enhance the home entertainment experience. This new edition, created in partnership with Universal Pictures’ spectacular film adaptation of the iconic stage musical (in cinemas November 22), brings a unique combination of art and technology to offer consumers a personalized and immersive audio experience.

“We created the Music Frame to give users a way to enjoy great quality music while making a style statement that enables them to truly make the technology their own,” said Cheolgi Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “The Music Frame WICKED Edition is a unique way to celebrate a landmark cinematic release by combining stunning sound with an engaging backstory.”

Directed by acclaimed filmmaker Jon M. Chu (“Crazy Rich Asians,” “In the Heights”), Wicked is the untold story of the witches of Oz, starring Emmy-, Grammy- and Tony-winning powerhouse Cynthia Erivo (“Harriet,” Broadway’s “The Color Purple”) as Elphaba, a young woman misunderstood because of her unusual green skin, who has yet to discover her true power, and Grammy-winning, multi-platinum recording artist and global superstar Ariana Grande as Glinda, a popular young woman gilded by privilege and ambition, who has yet to discover her true heart.

Unlocking the Music Within Homes With “Wicked”

In collaboration with Wicked, the Music Frame WICKED Edition offers a unique combination of functionality and aesthetic appeal. This edition includes a Wicked edition Photo Frame with three photo cards featuring autographs and images of the film’s beloved characters, including one exclusive picture only available with the Samsung Music Frame WICKED Edition.

Further enhancing the experience, the WICKED Edition comes with a specially designed limited edition Wicked-themed bezel and customized Wicked-themed packaging, adding an extra touch of excitement and making the unboxing experience truly enchanting.

The Music Frame also comes fully customizable, allowing users to effortlessly match their home decor with photo frames and optional art panels. The sleek and slim design, combined with a discreet wall-mount bracket and slim power cable, ensures the Music Frame blends seamlessly into any environment.

Elevating Homes With Immersive Sound and Smart Features

With its rich, immersive sound, the Music Frame WICKED Edition enables users to transform their living space into a surround sound haven. Equipped with Dolby Atmos technology, it creates a multidimensional audio experience that brings every note and sound to life. The Music Frame can also work closely with other compatible Samsung screens and soundbars using the Q-Symphony feature, which offers a more immersive, three-dimensional sound experience.

Boasting two-channel 120W sound quality, the Music Frame WICKED Edition incorporates clear and powerful sound via SpaceFit Sound Pro for optimized audio based on the acoustics of a given room, as well as Adaptive Sound that adjusts audio settings based on content to deliver premium audio performance. These features ensure that the Music Frame WICKED Edition offers exceptional sound quality and versatility, making it a perfect addition to any home.

The built-in Alexa and Chromecast offer easy smart home integration with supported devices, while Airplay and Tap Sound provide seamless connectivity with Android and iOS devices. Versatile connectivity options — including Bluetooth, Wi-Fi and Optical — ensure the device meets all audio needs.

Music Frame WICKED Edition will be sold on Samsung.com and at select retail locations. Sign up now to be notified when Music Frame WICKED Edition is available. For more information, please visit Samsung.com.

About Universal Pictures’ Wicked
After two decades as one of the most beloved and enduring musicals on the stage, Wicked makes its long-awaited journey to the big screen as a spectacular, generation-defining cinematic event this holiday season.

Wicked, the untold story of the witches of Oz, stars Emmy, Grammy and Tony winning powerhouse Cynthia Erivo (Harriet, Broadway’s The Color Purple) as Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power, and Grammy-winning, multi-platinum recording artist and global superstar Ariana Grande as Glinda, a popular young woman, gilded by privilege and ambition, who has yet to discover her true heart.

The two meet as students at Shiz University in the fantastical Land of Oz and forge an unlikely but profound friendship. Following an encounter with The Wonderful Wizard of Oz, their friendship reaches a crossroads and their lives take very different paths. Glinda’s unflinching desire for popularity sees her seduced by power, while Elphaba’s determination to remain true to herself, and to those around her, will have unexpected and shocking consequences on her future. Their extraordinary adventures in Oz will ultimately see them fulfill their destinies as Glinda the Good and the Wicked Witch of the West.

The film also stars Oscar^® winner Michelle Yeoh as Shiz University’s regal headmistress Madame Morrible; Jonathan Bailey (Bridgerton, Fellow Travelers) as Fiyero, a roguish and carefree prince; Tony nominee Ethan Slater (Broadway’s Spongebob Squarepants, Fosse/Verdon) as Boq, an altruistic Munchkin student; Marissa Bode in her feature-film debut as Nessarose, Elphaba’s favored sister; and pop culture icon Jeff Goldblum as the legendary Wizard of Oz.

The cast of characters includes Pfannee and ShenShen, two conniving compatriots of Glinda played by Emmy nominee Bowen Yang (Saturday Night Live) and Bronwyn James (Harlots); a new character created for the film, Miss Coddle, played by Tony nominee Keala Settle (The Greatest Showman) and four-time Emmy winner Peter Dinklage (Game of Thrones) as the voice of Dr. Dillamond.

Directed by acclaimed filmmaker Jon M. Chu (Crazy Rich Asians, In the Heights), Wicked is the first chapter of a two-part immersive, cultural celebration. Wicked Part Two is scheduled to arrive in cinemas on November 26, 2025.

Wicked is produced by Marc Platt (La La Land, The Little Mermaid), whose films, television shows and stage productions have earned a combined 46 Oscar^® nominations, 58 Emmy nominations and 36 Tony nominations, and by multiple Tony winner David Stone (Kimberly Akimbo, Next to Normal), with whom Platt produced the blockbuster Wicked stage musical. The executive producers are David Nicksay, Stephen Schwartz and Jared LeBoff.

Based on the bestselling novel by Gregory Maguire, Wicked is adapted for the screen by the stage production’s book writer Winnie Holzman and by legendary Grammy and Oscar^® winning composer and lyricist Stephen Schwartz. The Broadway stage musical is produced by Universal Stage Productions, Marc Platt, the Araca Group, Jon B. Platt and David Stone.

About Universal Pictures
Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.

“Bringing innovative design projects to mass production is a multi-step process that involves iterative exploration and trial and error. The Music Frame project is the culmination of positive energy and passionate collaboration across our design, development and CX teams since the summer of 2021.”

— Chulyong Cho, Head of Design Team, Visual Display Business at Samsung Electronics

Designing the Experiences of Tomorrow

Samsung Electronics is home to forward-looking departments seeking untapped opportunities. True to its name, the Visual Display Business’ Future Experience Design group actively develops concepts for user experiences that are missing in the market before turning those ideas into innovative products.

Launching a new product is no easy feat, however. There is a long journey ahead after proposing an initial concept — from designing for mass production and collaborating with other departments to enhancing marketability and perfecting the product’s technical aspects. Brought to fruition through unceasing passion and innovation, this is Music Frame and its design story.

* Content images have been simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region and model.

Bringing Style to Spaces

Inspired by Your Lifestyle

Consumers are now opting to purchase products that seamlessly blend into their living spaces instead of ones that only offer functionality. To that end, Samsung has introduced a series of lifestyle TVs including The Serif, The Frame and The Sero. Since TVs are not in use most of the time, these products transition to Ambient or Art Mode to offer a tasteful design experience — rather than displaying a black screen.

Delivering audio in the form of a picture frame, Music Frame is an extension of this approach. Setting itself apart from conventional speakers designed mainly to amplify sound, Music Frame and its concept of lifestyle audio prioritize the user’s lifestyle and living space. Picture frames are a familiar furnishing that can be placed anywhere, reflecting each individual’s taste and personality based on the kind of art being displayed. Music Frame draws inspiration from ordinary picture frames, allowing users to listen to music as they appreciate their favorite pictures.

Breathing Life Into an Innovation

In collaboration with the development and CX teams, Samsung designers built and tested a working prototype that demonstrated high-quality sound. They received positive responses from users after extensive testing, which solidified their confidence in the product’s acoustic performance and overall concept. As a result, the initial design remained intact and went into mass production.

Bridging the Gap Between Decor and Audio

Sculpting Unseen Sound

Music Frame embodies audio, so Samsung couldn’t lose sight of how people enjoy listening to high-quality music. Given the product’s unique form factor compared to traditional, elongated soundbars, the designers worked closely with the sound development team to perfect acoustics from the get-go. Speakers commonly have fabric, grilles or other materials on the front to easily emit sound. Together with the sound development team, the designers found a way for Music Frame to amplify sound through a gap between the frame and panel — creating a design rarely seen in audio products. The result? A frame-shaped speaker that is not restricted by the material that covers the front side.

Due to the frame’s shape, the gap between the bezel and the panel was important since this portion produces high- and medium-pitched sounds. After countless tests to find the optimal sized gap, both in terms of design and sound quality, the team settled on a width of 9mm. The designers worked with developers to make sure the vibrations from the rear woofer speaker — responsible for the bass — would not create noise when the product is hung on a wall like a picture frame.

A Piece To Personalize Your Space

Just like a real frame, Music Frame allows users to swap the images inside for personal photos or works of art. Listening to music while looking at a framed photo of a precious memory or a piece of art adds new levels of depth to users’ experiences.

Samsung designers also considered users who might place the Music Frame on a table instead of hanging it on a wall. Meticulous refinements were made to the frame stand’s shape and angle to ensure it doesn’t look too prominent or cause reflections on the panel. Since the rear of the product is visible if placed on a table, the back was designed in a neat and minimal fashion.

Music Frame in Your Everyday

Your Life, in the Frame

If there’s a particular image users want to cherish, they can create their own art panel by uploading an image to a third-party website and placing an order.

Music Frame comes in a default black bezel, but users can purchase an additional white bezel to match their decor. They can fill their frames with stunning images to create a stylish space that is perfect for listening to music.

* Art panels are sold separately and customization availability may vary by region. White bezels are sold separately and will become available starting in the summer of 2024.

Fill Your Room With Rhythm

For more captivating TV viewing, users can utilize Q-Symphony for richer stereo sound by placing two Music Frames on either side of their TVs. For surround sound, users can place a soundbar in front of their TV and a Music Frame on the opposite wall to act as a rear speaker. With the SmartThings app, users can set the equalizer settings to their preferences. By fine-tuning the audio, users can enjoy more vibrant sound and immersive content.

* Q-Symphony using Music Frame is available only when connected to a 2024 Samsung TV (DU7000↑ & LS03D) or 2024 Samsung TV and 2024 Samsung Soundbar (Q700D↑, Ultra Slim, S-Series).

Looking forward to a future of new possibilities, Samsung designers will continue to develop products and designs that naturally blend into users’ lifestyles and living spaces.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

Tech Seminar sessions are a longstanding program, having delivered detailed information and exclusive hands-on experiences with new products for the past 13 years. As part of Samsung’s Visual Display vision — “We look out of the box to inspire new ways of life” — this year the company is displaying select, cutting-edge technologies from its 2024 lineup that offer new lifestyles and new ways of consuming content.

The 2024 European Tech Seminar in Frankfurt sets the stage for similar sessions in major regions worldwide later this year, including Southeast Asia and Latin America. At these events, Samsung will feature new technologies that span across the latest TVs and lifestyle product lineup:

• Samsung’s 75-inch Neo QLED 8K QN900D incorporates the new and powerful NQ8 AI Gen3 Processor, which supports features like 8K AI Upscaling Pro and AI Motion Enhancer Pro for the best Neo QLED 8K visuals to date.
• The 2024 Tizen OS brings content front and center, offering a personalized experience based on different accounts set up on smart TVs. Tizen features services such as Samsung Gaming Hub, an all-in-one game streaming discovery platform, with content recommendations for a convenient and tailored cloud gaming experience.
• Music Frame is a customizable wireless speaker designed to seamlessly blend into its surroundings. It can operate as a standalone speaker, or it can pair with a Samsung TV and soundbar via Q-Symphony to deliver a more immersive viewing experience with surround sound.
• New OLED Glare Free technology was specifically designed for Samsung’s 2024 OLED screens and preserves color accuracy and image sharpness while reducing reflections from nearby lighting. The new, specialized hard-coating layer and surface coating pattern overcomes the trade-off between gloss and reflection.

▲ Martin Kim, Picture Quality Solution Lab at Samsung Electronics, explains that the 2024 Neo QLED 8K incorporates the new and powerful NQ8 AI Gen3 Processor, supporting AI-backed features such as 8K AI Upscaling Pro and AI Motion Enhancer Pro.

▲ Andrew Sohn, Picture Quality Solution Lab at Samsung Electronics, shows off Samsung’s AI engine that can instantly optimize picture and sound quality based on the game or genre being played.

▲ Haylie Jung, Picture Quality Solution Lab at Samsung Electronics, demonstrates how users can set up their own profiles on the 2024 Tizen OS for Samsung Smart TVs to enjoy a customized experience including personal recommendations.

▲ Music Frame is a customizable wireless speaker designed to seamlessly blend into its surroundings.

“Kicking off our Tech Seminar series is always something we look forward to,” said Yongjae Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “Each year we have the opportunity to meet with local media and professionals, not just to provide in-depth demonstrations and explanations on new technology, but also to discuss the products we are most excited about and hear their feedback.”

For more information on Samsung’s 2024 TV and lifestyle product lineup, visit samsung.com.