The showcase kicked off with a captivating presentation highlighting the features of the Gear S2, rooted in the natural perfection of the circle and designed to create an unprecedented level of style and functionality for wearable devices. Check out how exciting the showcase was with this video

Last month at the Unpacked event in New York, Samsung teased a new device, and since then, there has been a great deal of speculation surrounding the newest addition to the Samsung Gear line-up. Finally, with the kick off of IFA 2015, Samsung has officially unveiled the much anticipated Gear S2, and did so with a grand celebration, at that.

Hundreds of guests packed into the Tempodrom, one of Berlin’s most iconic event venues, on September 3, for experience the new device for the first hands.  Although it wasn’t the first time Samsung  held an event at the Tempodrom—it has done so for product unveilings in the past—never before has it been more appropriate.

In fact the venue was the perfect place to unveil Samsung’s smartwatch, as it resembles the same shape as the one that inspired the Gear S2.

“The circle is intuitive,” YH Lee, EVP and Head of Marketing, IT & Mobile Communication business, said in the opening speech of the event. “And, as your body just knows instinctively, a circle is functional. With every turn, your life gets better.”

The audience, seated in rows that surrounded the circular stage, looked on as a video introduced the Gear S2 in all its glory. Afterwards, Lee explained the two versions of the smartwatch: The Gear S2 for sporty, active types, and the Gear S2 Classic for those that prefer a more timeless look. Despite their differences, both are minimal, gender-neutral and modern.

Pranav Mistry, VP, Head of Think Tank Team, was then introduced to show off the innovative design of the Gear S2, which is unlike any other on the market. Boasting a singular home key and a rotating bezel, the Gear S2 is easy to navigate, Mistry explained, which keeps its Super AMOLED display from being blocked from view. As a result, users can more easily read long emails, check the score of the big game or navigate within apps.

“That’s been a challenge for other smartwatch-makers,” Mistry explained. “Once you see how simple it is to turn and swipe your way around the Gear S2, you’ll see how easy it is. And you’ll wonder how you lived without it.”

In addition to its improved usability, the stainless steel Gear S2 boasts customizable watch faces and interchangeable wristbands designed by collaborators such as Italian designer Alessandro Mendini, so users can better express their own personal styles. Similarly, standalone 3G connectivity, an industry-first embedded SIM for a wearable and a power-saving mode let users be free and remain in the present moment. After all, who has “time” for anything else?

Alanna Cotton, VP of Product Strategy, Samsung Electronics America spoke to guests next about the incredible usability features of the smartwatch. From fitness functions such as a circular 24-hour timeline that displays a user’s activity levels to motivational notifications to “get moving” when it senses longer periods of inactivity, Cotton called the Gear S2 an “indispensable partner.”

Furthermore, the Gear S2 makes it easier to get around, providing navigational features or acting as a transportation card. Cotton explained that users can also use it to buy a round of drinks for their colleagues after a long day of work through Samsung Pay, or turn on the lights and set the temperature on their way home via SmartThings. And considering the device is worn on the wrist, it is always accessible, which Cotton stated will be the reason it will become the tool of first response.

“When you want to handle more complicated matters, you’ll go to your phone,” she said in her speech. “It reminds me of how we check our phones first, and then handle real work on a computer. Think of the Gear S2 as the next evolution in your mobile life. And it keeps getting better with every turn.”

To wrap up the presentations, YH Lee announced that the Gear S2 will be available in stores in October, giving the audience a glimpse a new product before encouraging guests to check out the experience zone, which was instantly illuminated at the end of her presentation.

Guests then gathered, trying out Samsung’s hottest products including the Galaxy S6 edge+, the Galaxy Note 5 and, of course, the Gear S2.

While the audience appeared to be impressed with each demonstration of the experience zone, one of the most memorable moments of the evening was when a group of culinary masters from the Club des Chefs, led a cooking show while utilizing the Samsung Chef Collection kitchen appliances.

But guests were treated to much more than tasty treats. They enjoyed capturing great food shots, with a little help from the exceptional cameras and features of the Galaxy S6 edge+ and the Galaxy Note5.

At IFA 2015, Samsung Electronics, will showcase the latest additions to its innovative SMART Signage portfolio for the European markets, demonstrating its ability to deliver impactful, eye-catching displays for any business and retail environment. Samsung’s booth will be located at Booth 101 at City Cube Hall B, Messe Berlin in Berlin, Germany.

“As the retail and business marketplaces become increasingly crowded, high-performing display technologies can offer companies a significant advantage by enhancing their ability to efficiently deliver striking content,” said Seok-gi Kim, Senior Vice President of Visual Display Business at Samsung Electronics. “At IFA 2015, we are excited to demonstrate how our advanced SMART Signage display technologies create new opportunities for businesses, enabling them to transform content delivery and meet the changing engagement demands of their most critical audiences.”

Samsung’s display technologies enhance the customer and employee experience through clearer picture quality and visible and impactful message presentation, generating new opportunities for revenue and productivity. With a flexible lineup, including indoor and outdoor LED signage, ergonomic business monitors, and versatile television-and-signage-hybrid displays, among other solutions, Samsung will give IFA attendees a look at the business and retail landscapes of the future.

The Store of the Future

IFA 2015 attendees could get a glimpse of the retail store of the future, enhanced by interactive and informative display technologies, through a unique Samsung Electronics booth experience. Samsung’s line of retail-oriented displays provides shoppers with a more convenient, informed and customized shopping experience. These innovations range from technologies that sense customer movements and shopping interests and deliver targeted advertising content as they move across the store floor to virtual fitting rooms, mirror displays and small signage that pair customers’ exploration of clothing options with expanded visibility and an interactive catalogue of complementary accessories and on-sale items.

Most notably, Samsung will unveil its OLED Transparent display for the first time. With a thin, self-lighting panel, Samsung’s OLED display provides a dynamic interior design solution for retailers by giving shoppers near-perfect viewing angles from any perspective. The display’s superior brightness (150 cd/m2), high transmittance (45 percent) and high-quality imagery (CDI 98 percent) also help to capture customer attention, enhancing the delivery of promotional and informational content.

Captivating LED Signage

To meet the growing demand from corporate, retail, sports and entertainment, and transportation users, Samsung’s expanded LED Signage technologies – enhanced by the company’s early 2015 acquisition of LED manufacturer YESCO Electronics – deliver superior picture quality, extended durability and reliable technical support.

Available in Europe starting in September 2015, Samsung’s indoor LED Signage displays feature 1.5mm and 2.5mm fine pixel pitch (distance between pixels) configurations and top-tier diodes to provide deeper contrast and life-like picture quality.

The LED displays undergo rigorous factory and field calibration to ensure continuity and presentation accuracy even in extreme heat or weather conditions. Additionally, Samsung’s LED Signage displays are available in rectangular and curved layouts, enabling businesses to design and easily install displays that suit their brand and unique operational needs.

All-in-One Promotional and Entertainment Displays

By combining the benefits of digital signage with the picture quality and captivation of live television, Samsung’s SMART Signage TV (SSTV) RHE Series expands content possibilities for small- and mid-sized businesses (SMBs) and small office/home office (SOHO) owners. Available in 48- and 55-inch models, the all-in-one SSTV RHE enables businesses to instantly create and deploy informative and entertaining custom content, including text, images, videos, promotional banners and real-time broadcasts.

The SSTV RHE includes Samsung’s MagicInfo Express Content Creator 2 content management software. With the software, businesses can design, schedule and update custom promotions with less hassle and expense than required when updating static and traditional print materials.

Ergonomic, Productivity-Enhancing Business Monitors

Samsung’s line of business-oriented SMART Signage monitors enhance workplace efficiency by delivering improved convenience and comfort. These monitors are an all-in-one, versatile alternative to traditional business displays that often are complex and expensive to maintain:

• SE790C and SE650C Curved Monitors – Designed to match the natural curve of the human eye, Samsung’s curved business monitors minimize the fatigue-driving distortion and reflection common in flat screen alternatives. Equipped with a height-adjustable stand (HAS) and wide viewing angles configurable to specific user needs, these displays also enable workers to view monitors comfortably for longer periods, extending productivity.
• SE370 Wireless Charging Monitor – Set to be available to European customers in September 2015, Samsung’s recently unveiled SE370 monitor (24- and 27-inch models) is the world’s first to offer integrated wireless charging for all Qi-supported mobile devices. The SE370 monitor condenses multiple charging ports into a single embedded circular wireless charging area, eliminating the workspace clutter common as users work between multiple cables and ports.

Samsung will present a full suite of innovative Samsung SMART Signage solutions during its first-ever appearance at the Passenger Terminal Expo (PTE), taking place from March 10 to 12, 2015 at the Paris Expo Porte de Versailles. As an exhibitor at the world’s leading international airport terminal exhibition and conference, Samsung Electronics (Booth 2000) will introduce the latest digital signage and B2B display solutions that enable airlines, airports and terminal retail outlets to provide travelers with brilliant, real-time information while simultaneously reinforcing their own brands.

In support of the Expo’s mission to connect aviation professionals with up-to-date systems, services and products for more efficient day-to-day operations, Samsung Electronics offers customizable technologies including indoor and outdoor signage, video walls and flight information displays, among other solutions, that enhance the transportation experience. These technologies deliver up-to-date, information-dense content while also allowing businesses to optimize operational overhead costs. Through eye-catching displays, terminal operators can meet travelers’ demands for more effective messaging that makes the airport experience as fast, convenient and low-cost as possible.

“The aviation industry’s continued growth demands that airlines, airports and terminal retail outlets invest in modern visual display infrastructures to accommodate travelers’ evolving needs without taking on significant operational expenses,” said Seog-Gi Kim, Senior Vice President, Visual Display Business, Samsung Electronics. “At PTE 2015, we are bringing our vision for an innovative, interactive future to life through cutting-edge display solutions that expand possibilities for the transportation market. Today’s air traveler expects assistance and real-time interaction to navigate potentially challenging terminal environments, and our total display technologies provide detailed, cost-efficient solutions our transportation partners can use to drive growth and customer trust.”

Samsung Electronics plans to demonstrate a variety of B2B display technologies beneficial to the air transportation industry at PTE 2015, including:

• Direct-lit, LED display video walls (UD55D-P) featuring Samsung Electronics’ new, advanced Color Expert Technology, which enhances visibility through advanced factory tuning, color hardware and user calibration.

• OMD Series Semi-Outdoor and OHD Series Outdoor signage designed to help airport, airline and terminal retail outlets produce brilliant messaging with highly-visible and energy-efficient LED BLU displays; the displays deliver flexible installation, operation and maintenance functionality that allow powerful and attractive messages to be easily displayed — even in demanding conditions.

o Designed to be dustproof and waterproof, OHD Series displays are IP56 certified for superior performance and reliability.

• UHD, large-format displays (LFDs), such as the 85-inch QM85D, which provide optimized, immersive and user-friendly customer engagement solutions for airport terminal retailers who rely on digital content to capture the attention of travelers.

• Samsung SMART Signage displays offering a PC-less touch overlay that transforms screens into interactive solutions for targeted, navigable content browsing, including smart menu boards.

• Professional-grade signage displays that demonstrate real-time airport menu contents and make flight information update more convenient, reliable and continuous.

o Featured displays include: DHD Series (low glare surface, 24/7 usage); PEC Series (anti-glare surface, 24/7 usage); and DMD Series (low glare surface, 16/7 usage)