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.

▲ The Freestyle 2nd Gen, launched in September, offers a next-level entertainment experience

Positioned as the next big thing in portable projectors, Samsung’s Freestyle 2^nd Gen promises unparalleled innovation in a compact design.

▼ Let’s see what the experts are saying about The Freestyle 2^nd Gen (listed in alphabetical order):

• HomeTheaterReview
• Newsweek
• Techaeris
• Techlicious

The Ultimate Portable Entertainment Experience

▲ The Freestyle 2nd Gen enables users to have flexible viewing experiences

The Freestyle 2^nd Gen embodies Samsung’s commitment to innovative design and technology. Its unique ability to stream cloud games without a console, along with an option to pair two projectors for a widescreen view, places it leagues ahead of its competitors.

Upon seeing the device, the first thing that catches the eye is its compact size. Despite its compact form factor, The Freestyle 2^nd Gen can project a screen size of up to 100 inches, impressing many reviewers who have seen the product in action. Techlicious awarded the product an “Editor’s Choice” distinction for its big-screen picture quality, saying, “The Samsung Freestyle 2’s 100-inch picture was a pleasure to watch.”

No matter the size users choose to project their image, The Freestyle 2^nd Gen maintains great picture as well as sound quality, with accurate colors and 360 sounds. Its 1080 x 1920 resolution enables larger, crisper and clearer images so that users can enjoy a big screen experience anytime, anywhere. Techlicious praised the device for being “a better option for movies or games where a big, bright picture with sound to match is paramount,” in addition to awarding it with four out of five stars.

Another innovative feature that will up-level the cinematic viewing experience is Samsung’s Smart Edge Blending, which allows two devices to merge and project a wide, cinematic screen, setting itself apart from the competition. Smart Edge Blending provides an expansive 160-inch panoramic and 120-inch vertical viewing experience that ensures no matter where you are, be it a backyard movie night or a gaming marathon in the living room, the visual experience is always top-notch. Outlets such as Techaeris awarded The Freestyle 2^nd Gen with a “Top Pick 2023” distinction and commended its ability to have a bigger display by connecting two devices.

Enhanced Performance With Game Changing Features

The new Freestyle 2^nd Gen truly shines in its gaming features and performance. The built-in Samsung Gaming Hub has been recognized as a unique feature for gamers who want a portable projector that caters to their lifestyle. Now players can connect their favorite game controller to the Gaming Hub on The Freestyle 2^nd Gen and access more than 3,000 games via cloud-based gaming streaming partners like Xbox, NVIDIA GeForce NOW, Amazon Luna, Utomik, Antstream Arcade and Blacknut Cloud Gaming without the need for a separate gaming console. It is a literal game changer, serving as a one-stop hub for players’ gaming needs.

HomeTheaterReview awarded the device with a “2023 Editor’s Choice” distinction and praised the new addition of the Gaming Hub, stating: “The Samsung Freestyle 2^nd Gen with Gaming Hub is a unique portable projector that aims to take your entertainment experience to the next level by doing it all.”

To ensure smooth gaming experiences, The Freestyle 2^nd Gen is equipped with an expanded DDR memory of 2.0GB and optimized software, which provides a snappier performance. Newsweek elaborated on the device’s performance, highlighting the significant leap from its predecessor: “The Freestyle Gen 2 is an overall better value thanks to the speedier interface and the ability to stream games.

Beyond Gaming: A Multimedia Powerhouse

It doesn’t stop at gaming. The Freestyle 2^nd Gen allows users to access all their favorite television and movie content with ease, making binge-watching sessions an effortless affair.

In fact, the Freestyle 2^nd Gen is ready to go straight out of the box. Without the need for endless wires and additional devices, users can easily stream and enjoy content with just a Wi-Fi connection. Through Samsung’s free ad-supported streaming TV (FAST) and video-on-demand service (AVOD), Samsung TV Plus, users can access over 300 live TV channels, thousands of on-demand shows and movies in the U.S. and over 2,200 channels globally across 24 countries. Users also have access to all the same major OTT services they would on any Samsung smart TV, so all their favorite content is available on the go.

Outlets like Newsweek recognized the device as an “Editor’s Choice” and stressed that it appeals to those who prioritize a hassle-free entertainment experience: “Shoppers looking for a feature-packed, simple-to-set-up projector that allows you to stream and game without connecting anything other than power and WiFi will enjoy The Freestyle 2^nd Gen with Gaming Hub.”

▲ The Freestyle 2nd Gen offers premium viewing experiences at any angle

The Perfect Choice for Everyone

The latest innovations found on The Freestyle 2^nd Gen makes it the perfect choice for users seeking seamless and enjoyable experience. HomeTheaterReview noted: “Given how the many features have been successfully implemented and the smooth automated setup, this device easily earns an Editors’ Choice as a portable projector.”

Samsung’s relentless pursuit of innovation and excellence in design is evident in the Freestyle 2^nd Gen, as Techaeris noted, “Overall, the performance of The Freestyle Gen 2 is fantastic for its size and price.”

Samsung is committed to enhancing conventional viewing experiences by leveraging advanced screen technologies to offer larger, immersive displays without sacrificing convenience, as can be seen in The Freestyle 2^nd Gen. The immersive nature of this device and the innovative features packed into the compact form make it the future of portable entertainment.

To learn more about The Freestyle 2^nd Gen, visit https://www.samsung.com.

Watch the full video below and find out why SUGA defines freedom as “living the life you want.”

▲ The Freestyle x SUGA: Freedom to be you

▲ BTS SUGA shown using The Freestyle 2nd Gen instead of a monitor

In the film, SUGA emphasizes that “You’ve got the freedom to use The Freestyle anytime, anywhere. No others, only SAMSUNG!” as he demonstrates how he enjoys the portable projector.

▲ A scene from the brand film starring SUGA

Previously at IFA 2023 held in Berlin, Germany, SUGA surprised visitors as he greeted them from a display screen, inviting them to experience The Freestyle 2^nd Gen.

▲ SUGA greeted visitors at Samsung Electronics’ booth at IFA 2023

The Freestyle is Samsung’s light, portable projector which recently debuted its 2^nd generation model. The Freestyle 2^nd Gen aims to redefine portable screens with its newly added “Smart Edge Blending” feature and “Gaming Hub” compatibility.

Samsung Newsroom sat down with Wonki Kim from Lifestyle Team, Seongwon Seo from Picture Quality Solution Lab and TJ Kim from Future Planning Group of Visual Display Business at Samsung Electronics to hear about the characteristics and development of The Freestyle 2^nd Gen.

▲ Smart Edge Blending demonstration video

No Compromise for ‘Smart Edge Blending’

Smart Edge Blending is one of the biggest upgrades in The Freestyle 2^nd Gen. The feature seamlessly merges projections from two The Freestyle devices to create a large screen for pictures and videos. By connecting the two devices to the SmartThings app and synchronizing the video output with a photo of the projected screens, users can enjoy a full-screen experience from anywhere.

“Edge-blending is a sophisticated technology that usually requires dedicated hardware and software to manually control each pixel,” said Seongwon Seo. “In line with the easy-to-use concept of The Freestyle, we engineered Smart Edge Blending to help first-time users easily blend screens wirelessly, without a dedicated device or help from an expert.”

▲ Smart Edge Blending can be used through the SmartThings app.

When Smart Edge Blending is activated, the connected smartphone will engage with The Freestyle portable projectors in real time. Content sync and adjustment processes take place automatically via communication between the devices. “Screen alignment can easily be done using the SmartThings guide when a user captures a picture of the projected screen. The analytic algorithm will analyze the span and overlap of the patterns at eight main points on the setup screen and then adjust the projection on each device,” he explained.

▲ The Freestyle 2nd Gen with Smart Edge Blending on display at IFA 2023

Smart Edge Blending was born out of user pattern analysis. “We found that consumers tend to use The Freestyle as a highly portable personal screen in whatever space they are in — whereas the living room TV would be for fixed, communal use. In fact, there were many cases where single households would purchase several projectors,” said TJ Kim. “When you have more than one device, why not combine them?”

By connecting The Freestyle devices, users can enlarge their screen by up to 160 inches and enjoy a 21:9 screen ratio with no further manual adjusting. Speaker capacity is doubled and intensified with the choice of dedicating the left and right stereo sound output to each device to create a more immersive audio experience.

▲ (From left) TJ Kim from Future Planning Group and Seongwon Seo from Picture Quality Solution Lab

“What’s charming about Smart Edge Blending is that it can be expanded not just horizontally but vertically as well,” said Seo. “This feature is even more useful with the rise of vertical content such as Instagram Reels and YouTube Shorts. Most consumers are used to viewing ultra-large horizontal content at movie theaters but are not quite familiar with ultra-large vertical content. But it’s actually quite nice once you try it.”

Nonetheless, there were challenges during development. The original plan was to only support still images, since video requires extensive computing power and real-time alignment. In early stages, the setup also required a high-resolution picture of the projection as well.

▲ Seongwon Seo from Picture Quality Solution Lab explains how the complex Smart Edge Blending technology was built for anyone.

“It is an extremely difficult task to get two wireless devices to continuously be in sync. While The Freestyle development first started with still images, we couldn’t give up on videos because that’s what more consumers prefer watching with our device. Using a wire to hook up the devices was unthinkable given the highly mobile concept of The Freestyle. We supported the engineers until, one day, they managed to achieve the unthinkable,” said TJ Kim.

“Writing an algorithm that can analyze low-resolution images is a very demanding task — but we felt a sense of relief when we finally succeeded,” he added. “At first, it seemed impossible to minimize the margin of error between the two projections. The strict internal standard doesn’t even allow a single-pixel margin of error. Our breakthrough ultimately resulted from an assumption model that could accurately determine the state of projected setup patterns from low-resolution pictures.”

Staying True to Concept While Adding Fun

Through Samsung Gaming Hub, The Freestyle 2^nd Gen supports gaming — a content form that was once unimaginable to enjoy on a portable projector. The addition of Samsung’s cloud gaming platform frees users from the limitations of consoles, wires and fixed screens such as smart TVs and monitors. “Gaming is one of the entertainment types that really highlights the portability of The Freestyle,” shared TJ Kim. “Users can now enjoy games through Samsung Gaming Hub anytime and anywhere, without a console.”

▲ Visitors at Samsung’s IFA 2023 booth test cloud games available on Samsung Gaming Hub with The Freestyle 2nd Gen.

Updates were made for added sustainability. “The light source life has been extended from 20,000 to 30,000 hours,” said Wonki Kim. “With 30,000 hours, The Freestyle can support a demanding eight hours of use per day for 10 years.” The Freestyle’s remote control was also upgraded to a SolarCell Remote that can be charged with sunlight or indoor lighting, eliminating the need for disposable batteries.

Processing speed was revamped too. Compared to the first model, The Freestyle 2^nd Gen’s memory has been expanded to speed up signal processing and remote control response. By testing usage scenarios during development, the device’s UI and UX were improved immensely to make the projector accessible to anyone.

▲ Wonki Kim from Lifestyle Team underscores compactness, portability and usability as the reasons behind the popularity of The Freestyle among young people.

Screens Everywhere as a Strategy

With the vision of “Screens Everywhere, Screens for All,” The Freestyle 2^nd Gen prioritizes portability and mobility to enable users to experience the benefits of a movable screen.

“Although it’s clearly a hassle to set up, the tripod has become such a natural part projectors — so much that no one thought twice about it,” said TJ Kim. “We envision a projector without a tripod or other accessories. That’s how The Freestyle 2^nd Gen came to life.”

▲ The Freestyle 2nd Gen on display in a caravan at IFA 2023

The creators behind The Freestyle continue to dream. “As we work to achieve ‘Screens Everywhere, Screens for All,’ we’re constantly planning innovations around Samsung’s projector lineup — The Freestyle and The Premiere. Our goal is to move beyond simply targeting the existing market and present a new screen experience for everyone,” shared Wonki Kim.

“We plan to continue addressing the limitations of space and strengthen connections among various Samsung devices to generate meaningful synergy,” added TJ Kim.

This year’s list features a variety of wonderful items for you and your loved ones, most of which have been selected from small businesses. To shop the full list of items, please visit: https://www.oprahdaily.com/oprah-favorite-things-2022. The Freestyle is available for purchase at www.samsung.com and in the Oprah’s Favorite Things gift guide exclusively in Amazon’s store at amazon.com/oprah, as well as via the Amazon shopping app for customers to conveniently shop anytime, anywhere. As Oprah says on OprahDaily.com, “Point onto any wall to turn it into a big screen. You can use your favorite streaming apps from it, and it’s got powerful speakers, just like a movie theater.”

The Freestyle offers first-of-its-kind technology and flexibility that lets users watch TV, enjoy movies and even have a lightshow wherever they go. The Freestyle is a portable display, smart speaker and ambient light all rolled into one lightweight, portable device. Its versatile cradle allows rotation of up to 180 degrees, enabling users to show high-quality video anywhere — tables, floors, walls or even ceilings — no separate screen required. With the optional battery base and case (sold separately), The Freestyle provides entertainment everywhere, with no limitations.

“The Freestyle is a one-of-a-kind portable entertainment device that provides the ultimate versatility by letting users take it in anywhere,” said Stephen Coppola, Senior Director, Lifestyle TV Product Marketing at Samsung Electronics. “The Freestyle is a fun and adaptable portable display that can be used in many creative ways. On the ceiling before bed? Outside on the fence while roasting treats? The sky is the limit!”

The Future Gen House is a place where Generation Z (Gen Z) can be fully immersed in a hyper-connected experience provided by Samsung Electronics’ SmartThings.

SmartThings provides a comprehensive device-connected experience that fits a user’s own lifestyle. It not only connects Samsung products and services but other Smart devices as well. Devices such as TVs, refrigerators, washing machines, air conditioners and more are all organically connected to create a customized space and experience according to a user’s requirements.

To familiarize and connect Gen Z to SmartThings, Samsung created the Future Gen House.

Based on the popular Gen Z trend of house sharing, the Future Gen House is equipped with a host of Samsung products all connected to SmartThings.

Inside the Future Gen House, each space is designed and curated around one of five different Gen Z interest categories, including gaming, entertainment, sports and fitness, cooking and design. There are also shared spaces, including a lounge and a dining room, where visitors can engage and interact with each other.

▲ Group photos of the Future Gen House in Korea and in the U.K.

Gen Z Samsung employees from the Future Generation Lab, Gen Z influencers and college students moved in and lived together at the house for two weeks. During their time at the Future Gen House, they interacted with Samsung’s products and SmartThings and created unique scenarios based on their own preferences and lifestyles.

Take a look at some of the exciting and unique experiences Gen Z visitors had in the Future Gen House in the videos below:

Remote Dance Battle: Have a Real-Time Online Dance Battles With Your Friends

When a friend texts you a specific keyword, the preset Remote Dance Mode is automatically activated through keyword recognition. The Sero, Samsung’s 4K Smart TV, and smart lighting are turned on, and the smartphone screen connects to The Sero through the Smart View feature during the video call.

Now, it’s time to enjoy the remote dance battle with your friends. You can change the color of the lighting using a smart button to set the vibe. By utilizing SmartThings, users can enjoy a hyper-connected experience with their loved ones, even when they’re far away.

Your Gym, My Gym, Our Gym: Create Your Own Fitness Room by Simply Tagging Your Smartphone

Change a shared fitness room into your own personal home gym with SmartThings. Simply tag your smartphone to the NFC sticker on the wall and enjoy your own personalized fitness mode. The fitness mode, which is preset by users, features activities such as dance, yoga and boxing mode. You can make any place your own customized space with SmartThings.

Surprise Birthday Party: A Super Simple Way to Prepare a Surprise Party

The moment you turn off the stove after preparing a meal for your friend’s birthday, the preset Birthday Party Mode is activated. A happy birthday message is displayed on the screen of The Frame, Samsung’s lifestyle TV, and the space where the party will take place becomes decorated with lights. Through this simple to use Birthday Party Mode setting in SmartThings, users can enjoy precious moments and make longer-lasting memories during special occasions.

SmartThings Mural Challenge: Create Your Own Mural With a Click of the S Pen Button

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.

Portability in a Sleek and Compact Design

If you want to explore the great outdoors comfortably and in style, The Freestyle is a must-have item in your bag. With its compact size and lightweight, a mere 830 grams, this portable projector is super convenient to pack.

The Freestyle also allows you to personalize your device with a variety of different color skins to choose from, including Blossom Pink, Forest Green and Coyote Beige. It can also be easily changed to match your aesthetic preference or the rest of your camping set up for a more customized color experience.

When packing The Freestyle, use the device’s carrying case to transport it with ease. The case is IP55-rated, meaning it can protect against water and dust and is ready to be used in the great outdoors. In addition, the case was designed to be just as compact as The Freestyle itself, allowing you to safely take The Freestyle wherever you go.

Auto Screen for a Quick and Hassle-Free Set Up

After setting up your campsite, fiddling with another piece of equipment is the last thing you want. Luckily, setting up The Freestyle is hassle-free — simply place it on a surface and press the power button.

The Freestyle automatically adjusts the level, focus and keystone as soon as you touch the power button. The portable screen automatically adjusts the screen using the Easy Set Up function, providing a clear, straight picture with an optimized ratio of 16:9.

From Cooking to Watching a Movie: Enhance Your Camping Experience With The Freestyle

Want to make a delicious meal on-the-go? Expand your outdoor cooking options with The Freestyle. The Freestyle helps you explore the best ways to make food at your campsite with access to online cooking tutorials and recipe videos, all displayed on a large screen that’s scalable.

The Freestyle, supported by Tizen OS, comes with over-the-top (OTT) services and streaming platforms, including Netflix and YouTube allowing users to watch various content as if they are at home. Samsung TV Plus also delivers free shows, movies and live TV without a subscription — all you need is an internet connection and you are good to go.

Optimized Charging for Convenient Outdoor Entertainment

The Freestyle is compatible with external batteries that support USB-PD and 50W/20V output or above. This allows users to take The Freestyle anywhere they go — whether they are away from home, on a camping trip or otherwise out and about. It also has a specialized portable battery base fit with The Freestyle. It supports 3.6V charging and comes with a 32,000mAh charging capacity, enabling you to project your favorite content for up to 3 hours without needing a separate charger. The Freestyle also lets you stay connected while in the outdoors, with two USB-C ports that allow you to charge your smartphone while watching content.

Create Memorable Camping Experiences With Scalable Screens

The Freestyle lets you create unique experiences, setting the mood for any occasion. With The Freestyle’s cradle, the device also freely rotates up to 180 degrees, allowing you to find the perfect position without moving it.

It’s easier than ever to create a scenic window view or a relaxing virtual fireplace to make your camping trip much more cozy, memorable and entertaining.

Bring Coloring Books to Life With The Freestyle and Its Accessories

The Freestyle isn’t just for the adults in the family — kids can also use the projector to bring coloring books to life while on-the-go. Use The Freestyle to project their favorite characters, animals or even a family photo taken during the trip to create a one-of-a-kind, customizable coloring book.

Place The Freestyle on the stand and adjust it to the desired height. The Freestyle can project images from various angles, making it effortless for kids to enjoy.

Capturing Unforgettable Moments With The Freestyle’s Big Screen Experience

Bring the camping crew closer together by sharing photos and fond memories. To do this, simply mirror your Android or iOS device to The Freestyle and take a walk down memory lane with family, loved ones and friends alike.

Create the Perfect Ambience With The Freestyle’s Prism Effect and 360 Surround Sound

Not only can The Freestyle project an image on the screen, but the device’s lens cap can also diffuse light to create a softer, more ambient vibe. After a long day of outdoor activities, set up The Freestyle and choose an optimal color to relax and unwind.

Sound is a critical element when creating ambiance. The Freestyle’s premium built-in speakers deliver rich 360-degree sound to provide an immersive audio experience without any external sound devices. Worried about disturbing your neighbors? Connect up to two Bluetooth sound devices and listen to music or watch movies comfortably without disturbing anyone else.

Today, there are so many camping accessories to make the experience not only more convenient but also more fun without any extra effort. With a wide range of features and functions, The Freestyle is the perfect addition to your next camping trip, helping to revamp your camping experience and make it more memorable.

* Some of the images shown are for illustration purposes only.

It is a project, first announced at CES 2022 earlier this year, with the ambitious goal of empowering users around the world to reflect their evolving lifestyles across their devices. It expands Samsung’s Bespoke vision beyond home appliances and brings it to life in the company’s smartphones and large-screen devices. The #YouMake platform offers a better way of personalization and connectivity through a customized control enabled by SmartThings¹ IoT solutions.

To kick off the campaign, Samsung has launched the #YouMake page on Samsung.com, introducing a lineup of products that can be personalized to fit users’ style, space and daily routine. The list of applicable products ranges broadly from smartphones, TVs, refrigerators to wearables and more, such as the Galaxy Z Flip3 Bespoke Edition, Galaxy Watch4 Bespoke Edition, Bespoke Refrigerators, The Frame, The Freestyle and Samsung Smart Monitor M8. The website also offers Samsung.com-exclusive colors for the Smart Monitor M8 and Galaxy S22. Users can design each product to fit their unique taste through the website, where they can save or purchase their finished designs.

“At Samsung, we work toward a future where technology is seamless and user-centered. A future where connected experiences bring people together and unlock new value in our lives and society,” said Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung Electronic’s Device eXperience (DX) Division in his CES 2022 keynote speech. “We believe that everyone should be able to customize their devices and that cutting-edge technologies should be more connected and intuitive.”

The #YouMake campaign will roll out across eight countries² by May before expanding to other countries throughout the second half of this year. Under the #YouMake campaign, Samsung plans to offer continuous services and benefits through virtual experiences, customer participation events and more by utilizing top metaverse platforms.

¹ While the available technology, functions and features may vary by country, SmartThings is the hub application allowing controls of a wide range of Samsung devices as well as Samsung compatible ones.

² The #YouMake campaign will start off in the following countries: France, Germany, Italy, the Netherlands, Spain, the United Kingdom, the Unites States and South Korea.

Samsung Electronics recently rolled out its #YouMake campaign, a campaign centered around customizing the color, design and even the combination of your Samsung products according to your lifestyle.

From refrigerators and TVs to smartphones and smartwatches, you can now make your Samsung experience your own across the full range of the company’s products. Going beyond simply expanding the product options available, this campaign lets you enjoy customized and connected product experiences through the Internet-of-Things (IoT)-powered SmartThings platform.

The #YouMake campaign empowers consumers to take the lead in customizing their own product experiences however they want. Samsung Newsroom has explored how the #YouMake campaign can transform different spaces in your home through combinations of different devices to help you embrace your individuality, so read on to discover how this campaign can inspire you to discover seamless product experiences that are truly tailored to your lifestyle.

#Scene 1, Transform Wherever You Work Into A Home Office

Due to the pandemic, the traditional ideas of how and where we work have fundamentally changed. Today, many people work from home or operate on a hybrid schedule, which combines working from home and commuting to the workplace. Now, #YouMake offers another opportunity to revolutionize how we approach the way we work at home. By connecting your smart devices through SmartThings, workers can create a new home office culture by breaking the stereotype that “work equals computer.”

Through #YouMake, you can start the day by working in your study with your Smart Monitor M8, but then step into the living room for a conference call using your Neo QLED TV. With its large screen, you can get a vivid sense of being in a meeting with your colleagues, as you easily read the meeting agenda and clearly see your coworkers’ faces. For materials that need to be shared during the meeting, you can quickly share them through your Galaxy S22.

With the SmartThings’ screen compatibility and connectivity features, including file sharing, you can choose the best products to use for different tasks in a simple, unified way.

#Scene 2, Customize Your Home With Design That Speaks to You

Your home is the one space that truly reflects your personality and style. Just like how you would select the wallpaper and furniture to decorate your home, you can now customize the colors and finishes of home appliances and electronics, such as your refrigerator, TV and smartwatch.

You can easily sync your style and your devices across your home with the #YouMake campaign.

For instance, if you’ve already chosen Bespoke Refrigerator panels to match your kitchen’s bright, pink-hued wallpaper, you can add a further splash of color to your home by installing The Frame and choosing bezel colors that coordinate with the Bespoke Refrigerator.

When having guests over, you can then select the perfect painting for any special occasion and display it with The Frame. You can also opt for a Galaxy Watch strap and watch face in matching colors for a stylish look that meets any dress code.

#Scene 3, Make Any Get-Together a Night To Remember

With the #YouMake campaign, you can transform wherever you are into a movie theater or a pumping party scene. The Freestyle, a lightweight and easy-to-carry portable screen, can display a large movie screen or provide mood lighting for parties. Simply turn on Ambient Mode on The Freestyle to display images that elevate the atmosphere and transform the vibe of the party.

If you’re in the mood to stream a video from your favorite OTT platform, you can also connect The Freestyle to your Galaxy S22 using the Tap View feature to utilize the UI of a Samsung Smart TV. With 360-degree surround sound that fills up the entire space, you can enjoy truly high-quality sound from anywhere.

Samsung is offering consumers the opportunity to take the lead in tailoring their product experiences to fit their lifestyles. Learn more about these compelling connected device experiences by following Samsung’s #YouMake campaign.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Award conducts comprehensive evaluations of differentiation and impact, among others, in a total of nine categories — Product, Packaging, Communication, Professional Concept, Interior Architecture, Architecture, Service Design, User Experience (UX) and User Interface (UI).

“It is important for a design to connect the changing values with innovative technologies,” said Jinsoo Kim, Executive Vice President at Corporate Design Center in Samsung Electronics. “We are committed to offering a meaningful experience that both meets the various demands of customers and improves the quality of our lives.”

Three Gold Award Winning Products Recognized for Designs That Offer Customized Experiences to Different Lifestyles

The Freestyle is a portable screen that can display as large as 254cm in diagonal length depending on the environment where it is used, be it on the wall, the ceiling or the floor as it rotates 180 degrees.

Thanks to its lightweight and minimal design, The Freestyle is highly portable, allowing the user to hold it in one hand, and can be used with ease both indoors and outside such as on camping sites. Depending on each individual lifestyle, it can also be used as a Bluetooth speaker or as an ambient lamp that can glow light in various colors.

The Galaxy Z Flip3 was honored for its iconic and compact design that comes with premium features and exclusive foldable experiences, providing a truly personalized smartphone experience. With Galaxy Z Flip3’s unique form factor, users are able to enjoy the full smartphone experience when unfolded and pocketable design when folded in half. Not only is the design refined by providing a large Cover Screen, but it also maximizes the usability by allowing users to view notifications and capture a quick photo even when folded.

The vacuum cleaner The Bespoke Slim also won the Gold Award for its simple design that blends well with the surrounding living space. The Bespoke concept, which brings customized products to fit lifestyles and tastes, was applied to the product, improving the experience throughout the entire cleaning process from product storage to dust emptying.

Total of 71 Awards, From Product to UX Design, Including TV, Home appliance and Smartphones

With its designs being recognized in all categories at the iF Design Award 2022 including Product and User Interface (UI), Samsung Electronics won the most number of awards totaling 71.

In addition to the three Gold Awards, the Neo QLED 8K, the Bespoke French Door Refrigerator and the Galaxy Buds2 also won awards in the Product category.

The One UI 4, new interface of Galaxy smartphones that enables users to customize their devices, and the Galaxy Upcycling at Home, which allows users to build a smart home by recycling unused Galaxy phones into Home IoT devices were also recognized for the design excellence.

The smallest products can bring about the biggest changes in our lifestyle. Enhancing your TV can be as simple as adding an accessory, but the results — from adding portability, to changing the format from landscape to portrait, to decorating your home — can have a significant impact on your viewing experience. Samsung Newsroom has compiled a list of the best simple and practical accessories made by Samsung Electronics to help you make the most out of your screen experience.

Consume Content Horizontally or Vertically With the Auto Rotating Wall Mount & Stand

Have you ever wanted to watch a vertical video meant for mobile on your Neo QLED or The Frame? With the Auto Rotating Wall Mount and Auto Rotating Stand,¹ you can watch content the way it’s intended. Simply press the rotation key on your remote control to automatically change the screen from horizontal to vertical mode for the perfect viewing experience. Not only can you enjoy various content in comfort, but you can also take advantage of mirroring and casting features in vertical mode.

Tilt Your Screen Any Way You Want to With the Full Motion Slim Wall Mount

The days when a TV is a device permanently fixed to the wall in one orientation are long gone. These days, you can harness the Full Motion Slim Wall Mount accessory to flexibly tilt your screen up, down, left or right to view your favorite content from any posture or angle that you desire.

What’s more, the Full Motion Slim Wall Mount fits neatly against your wall, putting the wall and your screen in close contact for even more comfortable and immersive viewing experiences.

Tidy Up Messy TV Cables With the One Connect Box

If you manage to organize all of your messy TV cables, you’re already halfway done styling your TV room’s interior. The Neo QLED neatly pulls together any living room, thanks to the One Connect Cable and the Slim One Connect box. With this accessory, you can quickly organize and eliminate all distracting cable clutter, streamlining your home decorating for a functional and beautiful space.

Turn Your TV Into a Work of Art With Custom Bezels

The accessory that puts the finishing touch on Samsung’s The Frame, which features a picture frame trim that displays world-class art right on your wall, is a customizable bezel. You can swap between different color options to get exactly the look you want in your home. You can choose from the Modern Flat Bezels that come in White, Teak and Brown for a clean and contemporary look, or you can go with one of the Beveled Bezels that come in White and Brick Red for a more traditional design.² In addition, the Slim Fit Wall Mount minimizes the space between your TV and your wall to seamlessly blend into any room.

If you don’t want to install your TV on a wall, The Floor Stand offers an alternative way to express your style and fit your space. As it is easy to install even in small areas, The Floor Stand is the perfect accessory to bring artistic flair into any home.

Entertainment On-the-Go With The Sero Wheels

The one-of-a-kind, rotating The Sero has now become even more flexible with The Sero Wheels. For TV lovers who want to change both the orientation of their content and the location of their TV, The Sero Wheels is just the right choice. By allowing you to move your TV freely from one room to the next, this accessory helps The Sero adapt to any space or interior at any time.

Express Your Personal Style With The Freestyle

A portable screen, a Bluetooth speaker and a mood light — The Freestyle does it all in style. You can add a splash of color to The Freestyle’s neat, white design with a colorful range of rubber skins which feature Blossom Pink, Forest Green and Coyote Beige swatches. If you’re taking The Freestyle outdoors when going camping or attending a rooftop party, you can conveniently carry the device with you in a sleek, compact case.

Reinvent Your Space With The Serif

With its practical design that looks like the letter “I,” The Serif itself can be a statement centerpiece of any room. Using the flat surface above the top bezel as a shelf, you can decorate The Serif based on your unique tastes and preferences. You can display several handmade or limited edition items to add an accent to your home and make your space reflect you. Like any high-end shelf, the possibilities to elevate your room’s interior and grab your guests’ attention are endless.

* The product images shown are for illustration purposes only and may differ from the actual product.

¹ Compatible with Neo QLED 8K, Neo QLED 4K and The Frame models. Size availability varies by product line ups.

² The number and availability of color swatches may vary by country or region.

Samsung Newsroom has put together a guide to showcase how The Freestyle goes beyond the scope of conventional projectors to deliver a truly immersive entertainment experience.

1. The Bigger, The Better: Scalable Screens for Homes of Any Size

When it comes to your TV screen, bigger is always better. But what if you live in a small space? Now, the Freestyle makes big-screen streaming easier than ever, no matter how much space you have. Enjoy watching content on a large screen (up to 100 inches) anytime, anywhere. Using the Scale & Move feature, you can scale the projected display size up to 50% and move the screen without ever moving the projector.

For sports fans, a large screen is a must. With The Freestyle, you can still experience the game-day atmosphere, even if you’re not there in person — simply invite friends over and cheer for your favorite team while enjoying The Freestyle’s large screen and high-quality sound as if you were at the match. You can elevate your viewing experience for whatever you watch, from sports commentary to remote concerts and nature documentaries.

Often, there are days when you miss your family home. Why not take a trip down memory lane by browsing your family photo albums using The Freestyle’s mirroring feature for Android and iOS devices? Through smartphone mirroring, you can even video call your friends and family on a large screen. Light up your wall with heartfelt memories and stay connected to your loved ones, even when you’re far apart.

2. Travel Far, Pack Light: Portable Screens Perfect for Outdoors

If you want to explore the great outdoors in comfort and style, The Freestyle is a must-have item in your bag. With its compact size and minimal weight at only 830 grams, this portable projector is super convenient to pack. With The Freestyle, you can create your own space for watching content anywhere, whether indoors or outdoors.

What if you’re watching your favorite movie at home, and you suddenly need to leave your house? As long as you take The Freestyle with you, you can resume your movie from where you left off at your new location. Whether it’s your friend’s place, a hotel abroad, or even outdoors, now it’s easier, faster and more convenient than ever to stream your favorite content as if you are at home. Using the Tap View feature in the SmartThings app on your smartphone, simply connect The Freestyle to your mobile device to access the exact User Interface of your Samsung Smart TV.

There’s nothing like enjoying a cool summer night watching movies in the backyard or at a campsite. Whether you’re making memories with your kids or spending time with friends, The Freestyle can turn any campsite into a movie theater — no screen required. Simply use one side of your tent for a bright and clear viewing experience. No campfire? No problem. Project a video of a fireplace for a cozy night under the stars.

3. Find Your Sweet Spot: Entertainment for Anywhere in Your Home

Even if you love to stay at home, it doesn’t mean you’re limited to watching everything in one spot. Stream a movie with your family in the living room, and then take The Freestyle with you when you want to watch something in your bedroom. Designed for portability, The Freestyle automatically adjusts the level, focus and keystone as soon as you touch the power button for a quick and hassle-free setup.

The Freestyle also freely rotates up to 180 degrees, allowing you to find the perfect position without moving the projector. Easily change the angle to display content anywhere in your home, whether it’s on the wall, the ceiling, the floor, or the table. You can also power on and off the device using only your voice, so it’s perfect for when you’re ready to fall asleep. You can ask questions, listen to music, or open apps with ease using voice commands.

If you love decorating your home, you can also add ambiance to your room with The Freestyle. Even if you don’t have a white screen or a clear wall to use, you can still enhance your space with mood lighting effects, artwork and more. Create your own unique home interior by projecting something onto the curtains or blinds, adding style and personality to your living space.

4. Life of the Party: Customizable Features Worth Celebrating

Whether you’re a holiday party planner to a weekend-hangout organizer, if you want to host an event, The Freestyle offers features that are something to celebrate. When it’s not being used as a projector, The Freestyle has an ambient mode that allows you to customize your space with mood lighting effects. Instead of using a placard, you can use the Freestyle to create a photo zone for your party instantly. Blast your favorite playlist through The Freestyle’s speaker and turn your get-together into a night you’ll never forget.

With high-quality sound and Bluetooth connectivity, The Freestyle is great choice to play music at your next party. Comparable to the high-performance portable Bluetooth speakers out in the market, The Freestyle’s powerful built-in speakers deliver rich 360-degree sound, so you can experience immersive audio from wherever you’re sitting. By playing your favorite artist onscreen, you can quickly transform your living room into your very own concert venue.

The Freestyle also offers a variety of colors that give users the freedom to express their unique style down to the smallest detail. It’s easy to upgrade the look of your projector with soft, protective rubber covers in colors for every occasion, such as Blossom Pink, Forest Green, Coyote Beige and more.

The Freestyle goes beyond the capabilities of regular devices to give you the freedom to customize and consume content wherever, whenever and however you want. This ultraportable, smart TV projector combines high-quality visuals and immersive audio to deliver an entire entertainment experience. Transform your space and express yourself with the infinite possibilities provided by The Freestyle, made to fit your lifestyle.

▲ (From left to right) The product experts behind The Freestyle: Jenny Jung, Sooyeon Chung, Dami Baik and Seungyeon Ian Jeong of the Visual Display (VD) Business at Samsung Electronics

The Freestyle, Samsung Electronics’ all-new portable screen and entertainment device that displays crystal-clear images up to 100 inches in size, is proving a hit in markets around the world including North America, Latin America and South Korea.

The secret behind the popularity of The Freestyle, a device that is especially beloved by younger generations, is that feedback from Millennial and Zoomer-age individuals has been welcomed and incorporated right from The Freestyle’s product planning and early development stages.

In order to hear more about this process, Samsung Newsroom sat down with 4 of the product experts behind the planning and development of The Freestyle: Seungyeong Ian Jeong, who worked on product planning, Sooyeon Chung, who worked on service product management, Jenny Jung, who worked on UX design and Dami Baik, who worked on product launch marketing.

Developing an All-New Device Based on Changing Lifestyle Trends

Ever since the initial planning stages of The Freestyle, Samsung’s product experts have been researching Millennial and Zoomer lifestyle trends and have endeavored to apply them to the product. Millennials and the Zoomers pursue their own unique lifestyles, and are not afraid to speak out and express themselves. They place importance on practicality as well as the vibe and style of the products they choose. By respecting the preferences of such young users, The Freestyle took such changes in preferences into consideration.

The changes in lifestyles brought on by the COVID-19 pandemic became the background for product planning as well. People began to spend more time in their own personal spaces, and it became more important to bring entertainment into spaces previously used for relaxing, such as the bedroom. At the same time, outdoor leisure activities, such as camping, have been becoming more common. “The concept of The Freestyle is its frameless portable screen that is ‘with me anywhere,’” explained Jung.

Creating a Unique TV Experience Out of a Unique Platform and a Young Vibe

It is not easy to describe The Freestyle in one word, simply because it is a completely new product with no precedent. Some users will use it as a screen, while some will use it as an interior mood light; others might use it as a digital placard, too. As the very name of the device states, the purpose of the product changes in freestyle along with the lifestyle and the unique style of each user.

We asked the 4 product experts what they think the secret behind the popularity of The Freestyle is, and all of them highlighted the strong synergy between the product experience that can be harnessed in all kinds of ways with the unique Samsung Smart TV platform. “The Freestyle provides all kinds of major OTT apps with built-in streaming services certified by partners so that you’re never behind on the best in content and screen experiences,” elaborated Chung. “Moreover, smartphone mirroring can very easily be undertaken with both Android and iOS mobile devices.”

Actively Reflecting the Interests and Experiences of Younger Generations

Since The Freestyle is a product that is the first of its kind, naturally some hurdles arose during the development stage. “Since it is the first product of its type being developed by Samsung, there was no defined reference for us,” explained Jung. “It wasn’t easy for us to plan the product’s features and to design its experiences from zero.” Whenever doubts arose about the direction of the product, what helped the most was actually the feedback the team could get from the community board for Samsung employees in their 20s and 30s.

At the beginning of the product planning stage, the crux of The Freestyle’s offering was mainly content watching through projection. However, colleagues who are Millennials and Zoomers at Samsung provided their feedback as to how excited they would be to use The Freestyle to create their own type of mood by projecting an image of their choice when not watching content, and this is what led to The Freestyle’s ambient features.

Even the device’s high-quality audio offering came to be following the incorporation of feedback on the community board. “While we were thinking about the sound specification of the device, we paid attention to the opinions being shared about how the sound quality should not be compromised,” noted Jeong.

Going Beyond the Limitations of a Space With Convenient Portability and Usage Options

In order to use this product, small enough to fit into a purse and weighing only 830g, anywhere regardless of place, a convenient usage environment is a must. Unlike other projectors, The Freestyle quickly adjusts its screen’s focus automatically through auto keystone correction, leveling and focusing features. Through the Scale & Move feature, users can adjust the projected screen size and position it without having to physically move the projector around.

In addition, the Freestyle features a convenient functionality that allows users to directly access settings while watching content that doesn’t require them to go through any menu — this is accessed by simply pressing and holding the home button. Moreover, users can control the device through voice recognition, as the product comes with technology to minimize surrounding noise, previously a persistent issue for projectors. Through farfield voice assistant support, The Freestyle also lets users play music and engage in virtual assistant features even when the screen is off.

A Versatile Device To Be Used Anytime, Anywhere — On Your Terms

So how do the product experts themselves use The Freestyle? “I enjoy using The Freestyle to listen to music in high-quality sound while projecting my favorite album cover image in the background,” said Jung. “I also enjoy projecting a video of the stars shining brightly onto my bedroom ceiling before I go to bed. When I feel like falling asleep, I can just turn off the device using my voice.”

“My kids really like it when we install The Freestyle on the headboard shelf and watch content projected onto the ceiling while lying in bed together,” added Baik. “Since the device can be used freely in any way you want, it is receiving rave reviews just not from Millennial and Zoomer-age users, but also from users of all ages, including those who are using The Freestyle as a family.”

The most appealing thing about The Freestyle is that it can be used in all kinds of scenarios in daily life thanks to its compact design and convenient usability. “We want to present a user experience that meets users’ diverse preferences and needs anywhere, anytime, by going beyond the limitations of a space,” said Jeong. “Our goal is to establish The Freestyle as a personal, movable, smart screen that can be truly utilized to the fullest.”

The Freestyle, Samsung’s all-new portable screen and entertainment device that displays a crystal-clear image of up to 100 inches in size, is proving a hit in markets that include North America, Latin America and South Korea.

Samsung Electronics started taking preorders for The Freestyle in the U.S. on January 4, followed by Korea, Latin America, Southeast Asia and Europe. Preorders for the product exceeded 10,000 units within the first month of its global launch.

“The Freestyle offers new levels of functionality, and reflects how users are spending their time by allowing them to enjoy high-quality viewing wherever they are, regardless of spatial limitations,” said Executive Vice President Simon Sung from Samsung’s Visual Display Business. “We plan to continue introducing innovative lifestyle displays like The Freestyle to meet the demands of users who want stellar viewing experiences that are also flexible and convenient.”

The Freestyle is gaining attention for its host of innovative features. These include the facts that it weighs in at just 830 grams, is portable enough to carry in one hand, and has the ability to rotate 180 degrees. The Freestyle also offers Smart TV features that are available on Samsung Smart TVs, with built-in streaming services and mirroring and casting features that are compatible with both Android and iOS mobile devices. When it’s not being used to display content, The Freestyle is also able to provide a mood lighting effect with its ambient mode and translucent lens cap.

The Freestyle is also a smart speaker that is capable of analyzing music to pair it with visual effects that can be projected onto walls, floors and anywhere else. What’s more, its 360-degree sound radiation allows customers to enjoy a cinema-quality sound experience no matter where they are. As far as charging, The Freestyle is compatible with external batteries¹ that support USB-PD and 50W/20V output or above. This allows users to take it with them anywhere – whether they are on the move, on a camping trip, or otherwise out and about.

¹ Samsung is not liable for the use of third-party external batteries.

From Every Angle

These days, nomadic working is a lifestyle that is being embraced by people all over the world who are taking advantage of the ability to work more freely, anytime and anywhere they want. Even if our working habits err on the side of ‘flexible’ instead of ‘nomadic’, we all share that desire to have ownership over our lifestyles and lean towards products that help us overcome physical constraints and traditional methods of living, working or doing.

The Freestyle, which is highly portable, does not require any type of fastening and can be adjusted to be used at any angle, is one such product, as users can enjoy the best screen quality anywhere and in any way they desire. “We worked on creating a form that can accommodate all kinds of usage and placement styles,” explained Chulyong Cho, one of The Freestyle’s designers.

Unlike conventional, boxy projectors, The Freestyle’s versatile cradle allows rotation of up to 180 degrees, enabling users to show high-quality video anywhere – tables, floors, walls or even ceilings – no separate screen required.

The Freestyle also features an auto keystone function that displays a 16:9-ratio screen anywhere without distortion. The projector automatically focuses to ensure a clear screen, and retains its level to prevent any inconveniences in viewing. This function helps users display the screen from all kinds of different positions from floors to walls to ceilings.

Me, Myself, and I

In an era where the diversity of our personalities reflects who we truly are, people are rejecting the idea of being limited to one identity. The Freestyle similarly contains such multitudes, exceeding the identity of being a simple device as it can be transformed into a subtle mood lamp.

As was noted by designer Jaeneung Lee, “Users can also enjoy a wider spectrum of experiences through accessories.” For instance, The Freestyle can be directly connected to light stands that use E26 sockets,¹ allowing users to hang their Freestyle from the ceiling so that it can project downwards and deliver a truly unique experience.

Furthermore, with the ambient mode, users can express themselves through unique styles of light and sound. This feature projects a variety of visual concepts into a user’s interior to create a new atmosphere, and users can also harness The Freestyle’s translucent lens cap to project images as a form of mood lighting.

Built for Diverse Tastes and Diverse Uses

The Freestyle has been designed to take into account all kinds of personal tastes and preferences, and is available in a range of color options for users to pick and choose from. “We aspired to create a device capable of matching the lifestyles of all kinds of people and preferences,” explained designer Minsun Kang.

The Freestyle’s cover is also made out of a soft rubber material to both protect the product as well as to exude warmth and usability to any user. “With The Freestyle, we are proposing new ambient experiences that have been based on real insight into the way users are consuming content,” noted designer Jenny Jung.

Furthermore, the overall design of The Freestyle makes it a versatile device capable of matching the diverse lifestyles of any user. Those who enjoy camping can safely and easily bring their device along on a trip; those looking to enjoy content immediately need not worry thanks to external batteries² that support USB-PD and 50W/20V output or above; those looking to relax can transform their room into a gallery with the ambient screen feature; and party people can harness the projector’s range of lighting modes to create the perfect atmosphere.

When designing The Freestyle, Samsung’s designers aspired to create a device that let users view what they want, when they want, wherever they want. The Freestyle goes beyond the capabilities of regular devices thanks to its free and flexible movement and a design ethos that takes after the lifestyle of today’s users.

^* The images shown are for illustration purposes only and may differ from the actual products. Product specifications may vary by country, region and model.

¹ Light socket connection feature will be first applied in the U.S.

² Samsung is not liable for 3^rd party external batteries.

Nicknamed “Samsung city”, the company’s booth at the Las Vegas Convention Center is packed with innovations that bring its “Together for tomorrow” vision to life. From new Bespoke Home appliances to lifestyle-catered displays, to the latest addition to the Galaxy family, there’s just so much to see in Samsung city.

Check out the photos below for a peek at the exciting future that Samsung is showcasing.

Welcome to Samsung City

Samsung’s CES 2022 booth showcases products, technologies and initiatives that are helping the company realize its “Together for tomorrow” vision.

Before heading inside, CES attendees register to enter Samsung’s booth at designated kiosks.

Taking Connected Home Experiences to the Next Level

An exhibit demonstrates how seamless connectivity enables Samsung devices to team up to simplify home management.

Screens Everywhere, Screens for All

CES attendees admire MICRO LED’s best-in-class picture quality, made possible thanks to 25 million micrometer-sized LEDs that individually produce both light and color.

Samsung’s newest MICRO LED is available in a choice of three sizes: 89, 101 and 110 inches.

Samsung’s 2022 Neo QLED lights up the booth with vibrant visuals – and attracts a crowd in the process.

Samsung’s new portable screen, The Freestyle, was designed to allow users to transform any space into a screen.

The Freestyle hangs over a dining table, projecting playful animations in which tiny characters rush to deliver 2D meals to 3D plates.

“Game on”: An exhibit invites attendees to experience how The Odyssey Ark, a new 55-inch curved gaming screen, takes immersion to the next level.

A cardboard tree and other creations highlight the expansion of Samsung’s award-winning Eco-Packaging program.

Make Your Home Your Own With Bespoke

Samsung’s Bespoke lineup of home appliances now features a wider variety of customizable devices, including French Door refrigerators, ranges, and over-the-range microwaves.

The Bespoke Home lineup also includes vacuum cleaners and air purifiers.

Adding More Choices and Colors to the Galaxy Lineup

Visitors to Samsung’s booth take a closer look at the company’s latest mobile innovations.

The newest addition to the Galaxy family: the Galaxy S21 FE.

Attendees view a demonstration of how the Galaxy Z Flip3 Bespoke Edition is customized.

Transforming Cars Into Multipurpose Spaces

An interactive exhibit showcases Samsung’s new vision for in-vehicle experiences.

The demo showcases a scenario in which information on road conditions and other factors is presented to drivers and passengers in real time.

Attendees observe how the vehicle analyzes information on the surrounding area and connects to various services to make the driving experience more enjoyable.

An attendee tests out a technology that monitors a driver’s condition and helps them relax to ensure that they have a pleasant ride.

Personalized & Intelligent Future Home

Samsung’s booth also includes a live demonstration of the new Samsung Bot i and Samsung Bot Handy.

The Samsung Bot i is an interactive robot that simplifies tasks like video conferencing.

The Samsung Bot Handy is a manipulation robot that can assist with a variety of household chores.

CES 2022 offers visitors and online viewers an opportunity to see for themselves how Samsung has been innovating for the future. From displays and home appliances, to products and services that raise the bar for innovation, the company’s showcase at the world’s largest technology show offers a peek at what our daily lives will look like very soon.

Samsung’s CES 2022 booth is full of eye-catching innovations. But which products and technologies will viewers and visitors absolutely not want to miss? To answer that question, Samsung Newsroom went straight to the source, asking the experts behind the innovations which ones they think deserve a closer look.

In part one of this two-part series, Telly Lee, Vice President of Samsung’s Home Appliances Division and Jungrae Kim of Samsung Electronics’ Visual Display Business will explain how Samsung designed its latest home appliances and portable screen to cater to consumers’ evolving lifestyles.

The Bespoke Kitchen: Home Appliances That Evolve in Line With Users’ Changing Lives

▲ Telly Lee, Vice President of Samsung’s Home Appliances Division and Head of the Kitchen Product Planning Group, with Samsung’s Bespoke French Door refrigerators

Q: What can you tell us about the home appliance products and technologies that are being showcased at CES 2022?

We are going to focus on introducing the Bespoke kitchen, in which refrigerators and colors are unified to great effect. The Bespoke kitchen begins with our flagship Bespoke refrigerators. We’ve expanded the Bespoke range to FDR (French Door refrigerators) in the U.S. market in 4-door and 3-door models. This represents a significant expansion of our lineup following the release of Bespoke refrigerators in 4-Door Flex, Bottom Mount Freezer and 1-Door Column types in 2021.

One unique point of innovation for Samsung’s Bespoke refrigerator is the Beverage Center. Featuring a water dispenser hidden inside the door, the Beverage Center offers a convenient, hygienic solution that enables the fridge to feature a smooth exterior. Along with the new Bespoke refrigerators, we’re also showcasing other vibrant and colorful products that are part of the Bespoke kitchen like oven ranges and dishwashers.

These days, we’re seeing more customers in the U.S. choose modern designs for their kitchens. With Bespoke, we want to show that it’s possible to decorate your kitchen based on your individual tastes with a palette that includes colors that blend in with your interior, as well as accent colors.

At CES, we are also showcasing SmartThings Cooking, a service that introduces connected experiences to the kitchen. With this service, users can receive recipe recommendations and information to help them save time on both prep and cooking. SmartThings Cooking recommends recipes that fit your tastes and dietary restrictions, then builds meal plans to match. As you’re cooking, it also sends recipe instructions directly to synced Samsung cooking devices.

Q: What are some unique or attractive aspects of the new Bespoke offerings that you don’t want visitors at CES to miss?

First, I’d like to underline the expansion of the Bespoke range, which gives consumers who want their refrigerator to reflect their preferences in terms of color and materials even more options to choose from. Since launching Bespoke in the U.S. in 2021, we’ve seen continuous demand for this type of customization. Delivering on this is one of the reasons we added the French Door refrigerator to our 2022 Bespoke refrigerator lineup. The panels come in twelve colors, which means that there are over 20,000 possible color combinations for a four-door refrigerator alone. I am confident that no other refrigerator offers customers this much choice.

Another can’t-miss aspect is the features. The Beverage Center, for instance includes a 1.4-liter AutoFill water pitcher, as well as a Dual Auto Ice Maker that holds up to 4.1kg of ice. What’s more, the FlexZone offers five different temperature modes to keep ingredients like meat, seafood, fruits and vegetables at optimal temperatures. These unique features help bring greater convenience to users’ daily lives.

Users also get to experience an even smarter kitchen with Family Hub, which is included in the latest Bespoke refrigerator lineup. By using the large screen on the front of the refrigerator users can enjoy music and videos in the kitchen and control kitchen appliances and smart devices too. With a screen that integrates seamlessly into the door panel, and with a highly aesthetic design and minimized bezels, the Bespoke Family Hub is capable of blending into any space.

Last but not least, we are introducing the Bespoke Atelier app that we first launched in Korea to the global market. The app offers access to more than 170 works of art from global artists, covering various periods, trends and themes. It recommends works of art and allows you to create your own gallery of sorts by customizing your display to suit your tastes. In addition, when users display an artwork in listening mode, they’ll be able to hear a description of the art with subtitles. This makes it feel like you’re enjoying a guided tour an art museum from the comfort of your kitchen.

▲ Samsung’s Bespoke Family Hub refrigerator

Q: Our way of life has changed dramatically over the past two years, with technology that connects people becoming more important as contactless ways of doing things increasingly become the norm. What kind of impact do you think the products and technologies showcased at CES 2022 will have on people’s lives?

As users have begun to spend more and more time at home, their lives have become more “home-centric”. We expect this trend to continue in 2022. At the same time, concern for sustainability continues to increase on the heels of events like the United Nations’ COP26 conference, and with environmental regulations being strengthened across the globe. With these shifts in consumer lifestyles and interests in mind, Samsung has been working to provide kitchen solutions that are “customized, smarter, and more sustainable.”

Our customized kitchen solutions cater to users who have been spending a lot of time in their kitchen and thus feel a stronger desire to remodel their space to reflect their tastes. By expanding our Bespoke lineup, we are providing a more diverse range of refrigerator types and color options, helping users build customized kitchens that suit both their lifestyle and their interior design scheme.

Spending more time at home has naturally led to a rise in home cooking as well. To help make this easier by making kitchens “smarter”, Samsung introduced SmartThings Cooking, a tailored cooking journey service that does everything from looking up recipes to creating a diet plan and even shops for groceries. Powered by Whisk’s Food AI, SmartThings Cooking recommends your personalized recipe and meal plans based on your tastes, dietary needs and groceries you have on hand. The service also allows you to enjoy convenient one-stop grocery shopping with your favorite grocery retail brands available through the Whisk network. When it comes time to cook, SmartThings ensures a seamless cooking experience while communicating directly with your smart Samsung kitchen appliances.

And with Family Hub, consumers can even utilize this service through the display on the front of their fridge while continuing to control other home appliances from it as well.

Finally, our kitchen solutions are becoming “more sustainable.” Bespoke refrigerators are built for high energy efficiency, and their replaceable door panels help extend their lifespans. Samsung continues to innovate on this front, seeking out ways to incorporate cutting-edge technology into our appliances while keeping sustainability in mind as well.

The Freestyle : Designing a Screen That’s Not Limited by Space

▲ Jungrae Kim of Samsung Electronics’ Visual Display Business proudly displays The Freestyle, a new portable screen introduced at CES.

Q: Could you walk us through how your team came up with The Freestyle?

Ever since the pandemic changed our daily lives, our personal spaces have become more and more important. This is particularly true of relaxing spaces like the bedroom, where we’re seeing more people using products for the purposes of entertainment. We’re also seeing more people utilize cozy and quiet spaces in their homes, as well as increased interest in spending time outdoors – by going camping, for example. We wanted to reflect these trends of our time in our products, and enable users to use them as they wish – anytime, anywhere, and regardless of space limitations. That’s how we came up with the personal, movable smart screen that is The Freestyle.

Q: What are unique points of the Freestyle?

The Freestyle was designed to offer users new levels of functionality. It’s easy to see what sets this product apart just by looking at it. To allow users to carry around every day, we designed The Freestyle to be lightweight, weighing just 830 grams. The fact that you can conveniently carry it with you wherever you go is its biggest advantage.

The Freestyle also features a simpler installation process. All users need to do is place The Freestyle wherever they want, and then turn it on. That’s it. The Freestyle comes with full auto keystone and auto leveling features, enabled by industry-leading technology. The features allow the device to automatically adjust its screen to any surface at any angle, providing a perfectly proportional image every time.

Users can enjoy a seamless and continuous viewing experience by accessing their user accounts and settings for major OTT services. On top of that, we’ve also applied the industry’s first far-field voice control technology. So when the screen is turned on, users can search for content using just their voice. When the screen is off, they can use the device to listen to music or ask for the day’s weather just as they would with a smart speaker.

The Freestyle’s picture and sound quality – the most basic and important features of any display – also deserve a closer look. We applied Samsung TVs’ picture quality engine, and the white balance is adjusted automatically according to the color and tone of the wall that the screen is being projected to. We also applied dual passive radiators to produce deep, high-quality bass. This allows customers to enjoy a cinema-quality sound experience no matter where they are.

Q: In line with Samsung’s ‘Screens Everywhere’ vision, The Freestyle can be utilized in various ways for maximum convenience. What are some specific use cases for The Freestyle?

First of all, The Freestyle can be conveniently set up in a user’s bedroom. While lying in bed, before falling asleep, they can use the device’s integrated cradle to move the screen from the wall to the ceiling to continue watching a movie more comfortably. The Freestyle can also be placed lightly on a dining room table, transforming the room into a new space for entertainment.

In order to utilize spaces like this, our developers came up with a new installation solution that we applied to the product. Thanks to those efforts, users can also utilize the device on a tabletop or floor by connecting it to a standard E26 light socket.¹ There’s no need for a separate power supply or cable connection, so it can be used immediately.

For powering it up, The Freestyle is compatible with external batteries² that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap.

Through close cooperation with Samsung’s MX (Mobile eXperience) Business, we’ve equipped The Freestyle with a button that syncs it with Galaxy devices. With just a push of a button, users can instantly use their Galaxy device as a remote control. They can also utilize mobile hotspots when no Wi-Fi networks are available. We’ve developed this product by paying close attention to even the smallest details, all to make the device just as convenient and easy to use outdoors as it is at home.

¹ Light socket connection feature will be first applied in US.

² Samsung is not liable for 3^rd party external batteries.

Samsung Electronics today unveiled its vision for the future, “Together for tomorrow”, during a pre-show keynote event at CES 2022. Keynote speaker Jong-Hee (JH) Han, Vice Chairman, CEO and Head of DX (Device eXperience) Division at Samsung, highlighted the company’s efforts to usher in a new age of togetherness, with customizable experiences that reflect consumers’ evolving lifestyles, and innovations that mark progress for both society and the planet.

The company’s “Together for tomorrow” vision is one that empowers everyone to create positive change and drives collaborations that address some of the planet’s most pressing challenges. The keynote illustrated how Samsung plans to make its vision a reality by introducing a range of sustainability initiatives, purposeful partnerships, and customizable and connected technologies.

“I’m excited for you to be a part of our vision to see how innovation can create positive change, [and] to join us and work together for tomorrow,” said Han. ”These developments will make sustainability part of your product experience, enabling you to live a more sustainable life.”

Building a Sustainable Future

At its core, Samsung’s vision for the future is built on what the company calls “everyday sustainability.” It is a concept that inspires Samsung to put sustainability at the heart of everything it does. The company has been realizing its vision by adopting new, low-impact product manufacturing practices, footprint-reducing packaging and a more sustainable customer experience, and by responsibly disposing of products at the end of their lifecycles.

Samsung’s efforts to reduce carbon emissions throughout the production cycle have also earned recognition from the Carbon Trust, the world’s leading authority on carbon footprint. Last year, the company’s Carbon Trust-certified memory chips helped reduce carbon emissions by nearly 700,000 tons.

Samsung’s efforts in this area extend well beyond semiconductors and include expanding the use of recycled materials. To introduce everyday sustainability to more products, Samsung’s Visual Display Business plans to use 30 times more recycled plastics than it did in 2021. The company also revealed plans to expand its use of recycled materials to include all mobile products and home appliances over the next three years.

In 2021, all of Samsung’s TV boxes included recycled materials. For this year, the company revealed that it will be expanding the use of recycled materials to include the boxes’ interior packaging as well. Now, recycled materials will be incorporated into Styrofoam, box holders and plastic bags. The company also announced the global expansion of its award-winning Eco-Packaging program. The expansion of the program, which transforms cardboard boxes into cat houses, side tables and other useful furniture items, will include packaging for home appliances such as vacuum cleaners, microwave ovens, air purifiers and more.

Samsung is also building sustainability into the ways that customers experience its products. Such experiences will be integral to empowering people to reduce their carbon footprint and make positive changes together for a better tomorrow. As an example, the company introduced notable enhancements to its first-of-its-kind SolarCell Remote, which eliminates battery waste with a built-in solar panel that can be charged during both day and night.

The enhanced SolarCell Remote gets electricity from radio frequencies in devices like Wi-Fi routers.¹ “What’s more, it will be included in more Samsung products – like new Samsung TVs and home appliances – with the goal of eliminating more than 200 million batteries from landfills.² When you line them up, it is the distance from right here, Las Vegas, to Korea,” said Han.

In addition, by 2025, Samsung plans to make all of its TVs and phone chargers operate on near-zero standby power, so that the products will consume almost no energy when not being used.

E-waste is another big challenge for the electronics industry, which is why Samsung has collected more than five million tons of e-waste since 2009. For mobile products, last year, Samsung launched Galaxy for the Planet, a sustainability platform that was created to bring about tangible climate action and minimize devices’ environmental footprints throughout their lifecycles.

“These are important steps,” said Han, “but we cannot achieve our goals alone. We believe open innovation and collaboration are keys to fighting climate change and protecting our environment.” With this in mind, Samsung announced that its eco-conscious technologies like the SolarCell Remote will be made open source, so that others can utilize them for their new devices too.

Samsung’s decision to make such technologies openly available reflects a commitment to innovation – and to everyday sustainability – that transcends industries. The collaboration with Patagonia that Samsung announced at the keynote demonstrates the type of innovation that can result when companies – even those from entirely different industries – come together to address environmental issues. The innovative solution that the companies are designing will help fight plastic pollution by enabling Samsung washing machines to minimize microplastics from entering waterways through laundry cycles.

“This is a serious problem, and not one we can solve on our own,” said Vincent Stanley, Director of Philosophy at Patagonia. Commending the hard work and dedication of Samsung engineers, Stanley described the working relationship as “a perfect example of the kind of collaboration we all need to help turn the tide of climate change and restore nature to health.”

“We are thrilled about this collaboration, but our work won’t stop there,” added Han. “We will continue to explore new partnerships and collaborations, aiming to address the challenges facing our planet.”

Empowering Users With Customized Experiences 

In addition to describing steps it is taking to advance everyday sustainability, Samsung outlined various ways it is advancing technology to cater to consumers’ diverse needs. Understanding that each person is unique and wants to customize their devices to suit their lifestyle, Samsung strives to find ways to help people redefine their relationships with everyday technologies. This people-first approach to innovation is a key pillar of the company’s “Together for tomorrow” vision.

The platforms and screens that Samsung unveiled at the event reflect the ‘Screens Everywhere, Screens for All’ era that Han alluded to at CES 2020. The Freestyle is a lightweight and portable screen that gives you a cinema-quality experience no matter where you are. Featuring AI-enabled sound, built-in streaming apps and a host of useful Smart TV accessibility features, The Freestyle can be set up virtually anywhere and projects up to 100 inches.

The Samsung Gaming Hub, meanwhile, offers an all-in-one platform for discovering and playing cloud and console games, and is set to launch on the company’s 2022 Smart TVs and monitors. Lastly, The Odyssey Ark is a 55-inch, flexible and curved gaming screen that takes immersion to the next level with a multi-view experience that allows users to play games, video chat with friends and watch gaming videos at the same time.

To introduce more tailored product experiences to consumers’ homes, Samsung announced the rollout of even more customization options for its Bespoke lineup of home appliances. This includes new Bespoke options for Samsung’s Family Hub and French 3-Door and 4-Door refrigerators, alongside dishwashers, ranges and over-the-range microwaves. Samsung is also introducing new products like the Bespoke Jet vacuum and Bespoke Washer and Dryer, expanding the lineup to every room in the home to offer consumers more ways to customize their space to suit their style and needs.

Samsung is constantly exploring ways to harness customization to help users get more out of their devices. The #YouMake Project represents the culmination of those efforts empowering consumers to choose and customize products based on what matters most to them, so they can enjoy a more personalized experience across their devices. Announced at the keynote, the initiative expands Samsung’s Bespoke vision beyond home appliances and brings it to life in the company’s smartphones and large-screen devices.

Ushering in an Era of Seamless Connectivity

Building a better future together for tomorrow requires more than building customization and sustainability into the core of Samsung’s products – it also requires seamless connectivity. During the keynote, Samsung demonstrated its commitment to ushering in an era of truly seamless connected experiences by highlighting its collaborations with partners as well as its next-gen products.

Unveiled for the first time at CES, the all-new Samsung Home Hub takes connected home experiences to the next level with a SmartThings service that integrates with AI-connected appliances to simplify home management. Samsung Home Hub combines six SmartThings services into one convenient device that gives users complete control over their smart home and makes it easier to manage household chores.

To enable different types of smart devices to work better with each other, Samsung announced plans to make SmartThings Hub a built-in feature of its 2022 TVs, Smart Monitors and Family Hub refrigerators. Doing so will help make connected living experiences more accessible and seamless for everyone.

Pointing to the need to offer consumers the best smart home experience regardless of brand, Samsung also announced its role as a founding member of the Home Connectivity Alliance (HCA), which brings together various smart home appliance manufacturers. The organization aims to foster greater interoperability between devices across brands to give consumers more choice, and to enhance the security and safety of products and services.

“As a global coalition of smart home appliance manufacturers, HCA members share a belief that connected ecosystems and digital technology will allow us to further develop product experiences that are elegant, hyper-personalized and truly smart for our consumers,” said Katherine Shin, Vice President of Customer Experience at Trane Technologies. “The HCA invites any global manufacturers with a similar vision for efficiency, interoperability and innovation to come and build with us.”

Samsung’s keynote underlined a deep commitment to corporate social responsibility that continues to characterize its approach to innovation. That commitment is not only realized in the company’s technologies, but also in its dedication towards programs that empower the next generation to bring about the changes they want to see in the world. By nurturing young people’s development and building skills for the workplaces of tomorrow, programs like Solve for Tomorrow and Samsung Innovation Campus are turning dreams into action.

“Today, I’m honored to share that Samsung’s programs to empower the next generation have now reached more than 21 million people since 2012,” said Han. “This is the better tomorrow we all seek: enabling people to reach beyond their dreams, a planet protected so others can experience its wonders, [and] innovation as the spark for change.”

For more information, including images and videos of the products Samsung is announcing at CES 2022, please visit news.samsung.com/global/ces-2022.

¹ For radio frequency harvesting, a physical proximity of SolarCell Remote to a 2.4 GHz Wi-Fi router is required.

² Estimate is based on expected sales volume and average usage period of related products.

Samsung Electronics today announced the launch of its all-new portable screen and entertainment device, The Freestyle, ahead of CES 2022. The Freestyle offers first-of-its-kind technology and flexibility to deliver optimal viewing and entertainment for customers looking to bring video and audio content wherever they go.

Targeted toward Gen Z and millennials, The Freestyle is a projector, smart speaker and ambient lighting device all rolled into one lightweight, portable device. When it comes to portability, The Freestyle weighs only 830 grams allowing to change any space into a screen with ease. Unlike conventional, boxy projectors, The Freestyle’s versatile cradle allows rotation of up to 180 degrees, enabling users to show high-quality video anywhere – tables, floors, walls or even ceilings – no separate screen required.

“The Freestyle is a one-of-a-kind projector geared towards ultimate versatility and flexibility to meet the consumers’ changing lifestyles,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung Electronics. “Without the limitation in space and form factor, The Freestyle is a fun and versatile device that can be used in any way consumers prefer.”

The Freestyle comes with full auto keystone and auto leveling features, enabled by industry-leading technology. The features allow the device to automatically adjust its screen to any surface at any angle, providing a perfectly proportional image every time. Additionally, the auto focus feature allows The Freestyle to display a crystal-clear image on any surface, at any angle, up to 100 inches in size. The Freestyle also comes with a dual passive radiator enabling a clean and deeper bass without distortion, and its 360-degree sound radiation allows customers to enjoy a cinema-quality sound experience no matter where they are.

For powering it up, The Freestyle is compatible with external batteries¹ that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. The Freestyle is also a pioneer in that it’s the first portable screen that works when connected to a standard E26² light socket without the need for additional wiring, besides compatibility with the traditional wall plug option.

When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap. The Freestyle is also a smart speaker, analyzing the music to pair visual effects that can be projected on the wall, floors and anywhere else.

The Freestyle offers Smart TV features available on Samsung Smart TVs, with built-in streaming services and mirroring and casting features compatible with both Android and iOS mobile devices. It is the industry’s first portable projector that is certified by global major OTT partners, providing customers with the best content viewing experience. It is also the first projector to include far-field voice control, allowing users to choose their favorite voice assistants when using the device hands-free.

The Freestyle will be showcased during CES 2022 from January 5 to 7 and will go on an on-line pre-order in US market on January 4, with availability expanding to other global markets in the following months.

For more information, including images and videos of the products Samsung is announcing at CES 2022, please visit news.samsung.com/global/ces-2022.

For more information on Samsung’s lifestyle portfolio, please visit www.samsung.com.

¹ Samsung is not liable for 3^rd party external batteries.

² Light socket connection feature will be first applied in US.