Samsung Electronics today announced the installation of its Outdoor LED Signage XHB Series (P8) at the flagship location of Shinsegae Department Store in Seoul, South Korea. Unveiled during the “2024 Lights Up SEOUL, KOREA” event today, the installation is set to establish Myeongdong Square in Seoul as Korea’s new premier landmark, featuring a stunning media lighting display that illuminates the heart of Seoul’s iconic shopping district.

“Our LED displays present unlimited possibilities for places like Myeongdong to bear new elements of cultural significance,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “This installation gives us an opportunity to showcase in the biggest way possible that our outdoor digital displays are built to engage, built to deliver impactful content, and built to last.”

Located within the Myeongdong Special Tourist Zone Area, Shinsegae Department Store is uniquely positioned as a free outdoor advertising zone that enables creative and expansive installations. Samsung’s massive outdoor LED signage featuring an anamorphic 8K display, wraps around the entire outer wall of the building, measuring 71.8 meters in width and 17.9 meters in height — equivalent in size to three basketball courts.

Spanning a total area of 1,285 square meters, the display is designed for resilience in harsh weather, featuring an IP66 rating for dust and water resistance, and UL 48 and UL 746C certifications¹ for year-round durability. The installation is engineered for high visibility and vibrant color accuracy, with support for HDR10+ technology to deliver sharp contrast and rich visuals. With a max brightness of 8,000 nits,² the display ensures exceptional clarity even in direct sunlight. Its high refresh rate of 7,680Hz minimizes flicker and the moiré effect,³ ensuring a stable display that remains visually crisp, even through camera lenses.

Samsung’s track record of success with digital signage spans prominent venues worldwide. In South Korea, Samsung provided the country’s largest ever high-definition LED signage to Coex SM Town, while transformative installations at New York’s Citi Field and Houston’s Minute Maid Park set new standards for in-stadium displays. At Citi Field, Samsung installed the largest scoreboard in professional baseball, featuring over 29,800 square feet of LED screens that immerse fans in the action from every angle. Similarly, at Minute Maid Park, Samsung’s high-definition LED technology redefined the fan experience with massive outdoor displays and a dynamic new main scoreboard, all designed to enhance the excitement of the game.

In Myeongdong, the new installation will not only host engaging advertisements and dynamic video content, but also transform into a breathtaking annual Christmas media façade, creating a festive atmosphere for visitors.

“Shinsegae’s media façade, beloved by global customers for the past 10 years, has now been recreated as Shinsegae Square. This transformation paves the way for it to become an iconic landmark of Seoul, making it not only a must-visit attraction but also a central hub for K-culture. We are excited to partner with Samsung to bring our customers unique experiences that blend heritage and digital technology,” Shinsegae spokesperson said.

Samsung’s Outdoor LED Signage is renowned for exceptional performance in demanding environments, evidenced by award-winning deployments at iconic venues such as Inglewood, California’s SoFi Stadium, which boasts the world’s largest LED videoboard ever built for sports, and the Formula 1 Las Vegas Grand Prix, where Samsung installed a 481-foot-long rooftop LED display in the shape of the F1 logo. As Myeongdong evolves into a global tourism destination, Samsung continues to lead with solutions that inspire and engage.

¹ UL 48 and UL 746C certifications, issued by Underwriters Laboratories (UL), verify compliance with safety standards for electric signs and durability of materials in outdoor environments, including UV and weather resistance.
² Maximum brightness measured post-calibration; actual values may vary with conditions.
³ The moiré effect is an undesirable visual phenomenon that occurs when repetitive patterns, such as lines, are captured in photographs.

▲ Four Samsung outdoor LED signage (XHB series) have been installed in the St. Peter’s Square at the Vatican City

St. Peter’s Square, founded on an architectural layout boasting illustrious signatures and timeless pieces of art, hosts various ceremonies where the Pope meets the public. Acknowledging the requirements for the best acoustic and visual rendering in an outdoor space, Samsung took to its outdoors audio-and-video expertise. The four outdoor LED signages have been installed in strategic points of the square to convey a clear picture of commencing events as well as audio solutions to broadcast the message.

▲ Visitors and worshippers can clearly view the proceedings through Samsung’s outdoor LED signage (XHB series) at St. Peter’s Square, Vatican City

Thanks to Samsung’s LED Signage technology, spectators will be able to take part in the ceremonies at St. Peter’s Square and admire all the details. Being IP66-certified, the XHB series reproduce high-impact content even in harsh weather conditions. In addition, the extremely compact 99.4 mm-thin housing makes them perfectly integrable in an iconic space such as St. Peter’s Square.

Harman Kardon’s signature audio provides balanced panoramic sound that is distributed throughout the space, conveying crisp dialogues for an immersive and engaging experience for worshippers and visitors alike. Adaptive Sound technology clearly diffuses sound even when the volume of voices is low to divulge every element of speech, even during the most whispered dialogues.

“We at Samsung Electronics are excited to make our technological contribution and renew our engagement with Vatican City,” said Davide Corte, Head of IT Division, Samsung Electronics Italy. “The outdoor LED signages and audio solutions create an immersive audio and video experience to serve visitors as well as the communities of the Faithful. It is an honor for us to be present with the best of our technologies in such a unique and prestigious setting such as St. Peter’s Square.”

Atlantis The Royal, the new ultra-luxury experiential resort in Dubai, just announced its grand opening in 2023. Atlantis The Royal raises the bar for resorts everywhere, providing unrivaled experiences for guests amplified by Samsung Electronics’ cutting-edge display technology. From the lobby to the most luxurious suite, Atlantis The Royal and Samsung have collaborated to provide a fresh perspective on premium travel with an unparalleled guest experience.

“Atlantis The Royal has set new boundaries in terms of architecture, and Samsung has played a key role in that feat,” said Anthony Lynsdale, Vice President of Information Technology, Atlantis The Royal. “We’ve leveraged Samsung’s LED solutions and curated specific content, from the fish tanks in the lobby to the journey into the spa, which has really elevated the guest experience.”

Take a look below for an exclusive tour of Atlantis The Royal with Samsung.

Creating a Lasting First Impression With Scenes of the Ocean

Upon entering the lobby, guests are greeted by three towering fish tanks. Fish swim in front of crystal-clear visuals, made possible by Samsung Smart LED signage (6m x 8.5m, 7.5m x 6m, 6m x 6.5m) hanging behind the tanks. This innovative display with unique and stunning visuals sets the tone for staying at the Atlantis The Royal, providing an experience unlike any other.

Because the content of the aquarium displays can be changed, Atlantis The Royal is able to create different moods for guests. This flexibility helps the resort produce the right atmosphere for any occasion, from the middle of the day to VIP events at night.

▲ An awe-inspiring sight greets resort guests, made possible by Samsung LED signage behind the lobby fish tanks.

▲ An underwater vista on Samsung LED signage makes the resort lobby a unique, unforgettable space for guests.

Elevating Every Space With Versatile Signage and Displays

When visiting the rooftop infinity pool, called Cloud 22, guests are met with unbeatable views of Dubai and the Arabian Sea. Thanks to its high visibility, Samsung Outdoor LED Signage shines brightly even under the strong Dubai sunlight, and is used to light up the nighttime party beside the DJ booth, providing a one-of-a-kind ambiance.

▲ Samsung Outdoor LED signage sets the mood on the rooftop infinity pool, no matter how bright the Dubai sun shines.

▲ For parties, sunbathing or splashing in the pool, outdoor LED signage displays vivid images in any lighting.

When visiting the spa to relax and unwind, guests are welcomed into the space by an enormous, curved LED screen from Samsung. The display illuminates the walk-in with LED HDR technology, showing crystal-clear scenes with brilliant colors and adding dimensions to the space.

▲ The curved LED screen guides guests into serenity with vivid colors and visuals that feel real.

The Most Immersive Display Meets the Most Luxurious Room

▲ Take a sneak peek at The Royal Mansion at Atlantis The Royal in Dubai (and The Wall in it)

For the utmost experience at Atlantis The Royal, guests can retire to The Royal Mansion, the most luxurious suite in the resort. Measuring 146 inches with 4K (3,840 x 2,160) resolution, Samsung’s “The Wall” is installed in the mansion’s cinema room, delivering a fully immersive cinematic experience that makes your stay unforgettable. The sleek, modern design of “The Wall” blends seamlessly into the room’s chic and sophisticated interior, combining the highest quality technology and the most luxurious hospitality into one breathtaking experience.

▲ The Wall makes movies more impactful in The Royal Mansion’s cinema room with its 146-inch screen.

Optimizing Every Occasion With High-Quality Signage

▲ Samsung displays provide upgraded visual experiences throughout the entire resort, including collaboration tools in the business meeting rooms, inspiring images in the yoga studio and in-room Samsung hospitality displays.

Atlantis The Royal makes every guest feel like royalty. For business travelers, the executive meeting rooms feature Samsung interactive displays to maximize productivity and collaboration for visiting professionals. For those who aim to travel with their wellness intact, the resort’s gym has sky-high ceilings for an elevated workout experience, featuring an impressive display from Samsung in the yoga studio. The display’s content motivates guests with crisp clarity and true-to-life color representation.

After exploring the property, guests can return to their rooms to unwind. All 795 rooms in the resort are equipped with Samsung’s hospitality displays to ensure every guest can be comfortable and immersed in their favorite content.

Samsung and Atlantis The Royal have brought new creative concepts to life through this collaboration, delivering an unmatched luxury experience for guests while redefining the future of hospitality.

Samsung Electronics completed a massive state-of-the-art five-screen LED display installation at the iconic One Times Square building in New York City on May 31, 2019. The new high-end displays from Samsung measure more than 11,639 square feet (1,081 square meters) when combined.

Samsung’s new displays at One Times Square take up the entire front facing panel and reflect some of the most valuable advertising displays in the world. The displays feature premium center-stage exposure with full motion video, live-streaming and interactive capabilities.

“We are excited to showcase our LED displays at one of the world’s most renowned destinations, said Seog-gi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “New York’s Times Square is not only a high-traffic location, it is a symbolic center of culture and commerce, making it the ideal place to showcase our leading technology on such a colossal scale.”

Jamestown, a real estate investment and management company, owns and manages the property One Times Square, the 25-story building located in the heart of Times Square in New York City. Home to the New Year’s Eve ball drop, the globally recognized building has been central to New Year’s Eve traditions celebrated around the world.

“One Times Square serves as an advertising platform for the world’s most iconic brands,” said Michael Phillips, President of Jamestown. “Samsung delivers a best-in-class visual experience that will showcase these brands in the highest quality.”

PRISMVIEW, a subsidiary of Samsung Electronics America, was responsible for the design, supply, manufacturing and installation of the project. Last year, Samsung also completed installation of outdoor LED signage at Two Times Square, located opposite from this recently completed project.

Samsung’s SMART LED Signage XPS Series features a reinforced design to deliver uninterrupted color-uniform content in any setting. The XPS 160 and XPS 080 models used at One Times Square feature advanced color calibration, an energy-saving design and the industry’s highest-quality, tier-one LED diodes.

A time lapse video highlighting the three-month transformation process was created to capture the accomplishment, showcasing the visual impact of the displays from day to night and their durability that can withstand extreme weather conditions.

For more information about Samsung’s visual display solutions visit: https://displaysolutions.samsung.com

About Prismview, a Samsung Company

Prismview is a subsidiary of Samsung Electronics Co., Ltd. Founded in the early 1990s as YESCO Electronics, acquired in March 2015, and rebranded as Prismview, A Samsung Electronics Company. Prismview designs, engineers and manufactures large-format LED video display solutions out of its Logan, Utah, USA headquarters. Prismview offers a diverse line of technology solutions, integration and operational services for a variety of applications, including sports and live event venues, digital out of home applications, digital billboards, spectaculars and gaming, and LED message center displays. Learn more about Prismview at www.prismview.com.

About Jamestown

Jamestown, LP was established in 1983 as an investment and management company focused on income-producing real estate in the United States. Over the last 35+ years, Jamestown has grown its portfolio of assets in key markets throughout the U.S. and expanded its investment footprint to South America and Europe. Jamestown’s capabilities include: acquisitions, capital markets, property management, asset management, retail leasing, design, sustainability, and risk management. Jamestown has headquarters in Atlanta, GA and Cologne, Germany, and offices in New York, NY, Boston, MA, San Francisco, CA, Los Angeles, CA, and Bogota, Colombia. For more information, visit www.jamestownlp.com.