In the latest chapter of this journey to deliver the ultimate viewing experience, Samsung has explored the new “portable screen” category — embodied in The Movingstyle.

Merging the company’s leading expertise across TVs, advanced monitors and mobile devices, The Movingstyle brings cinematic visuals and smart versatility to spaces where traditional screens can’t go. To learn more about its development, Samsung Newsroom spoke with Seokmin Baek from the Product Planning Group and Michael (Hyeon-seok) Kim from the Enterprise R&D Lab of the Visual Display (VD) Business at Samsung Electronics.

A Portable Screen for Every Viewing Experience

One of the key challenges in product planning is aligning new technologies with user demand. “We recognized the demand for a more comfortable viewing experience — even at home — and paired that insight with Samsung’s expertise in portable screen technology,” explained Baek, who played a key role in planning The Movingstyle.

“From The Sero, a portable TV with a pivoting screen for optimized mobile viewing, to The Freestyle portable projector and now The Movingstyle portable screen, Samsung has continuously expanded the boundaries of portable viewing,” he added. “Along the way, we identified the demand for a seamless viewing experience that lets users instantly open a screen wherever they want — and that idea became the starting point for this product.”

Thanks to its kickstand with a built-in battery, The Movingstyle can be used as a completely wireless screen anywhere — no additional accessories required. When extra power is needed, it can also be connected to an external battery.

“With the goal of creating a portable screen that can be moved freely throughout the home, we equipped The Movingstyle with a kickstand that allows users to continue watching content while, and immediately after, detaching the screen — and to carry it easily by the handle,” explained Baek. By simply unfolding the kickstand, users can detach the screen without any extra tools and place The Movingstyle upright on a desk, table or any surface.

Because The Movingstyle supports touch input, operation feels even more intuitive and convenient. Viewing experiences are often contrasted in two formats: the “lean-forward” experience, in which users lean in toward the screen for deep immersion, and the “lean-back” experience, in which they sit back and enjoy content in comfort. “The Movingstyle is a product that allows users to move naturally between these two viewing experiences,” he said.

When users want to quickly adjust settings while on the move or look up a cooking video in the kitchen, they can use the touchscreen — the most intuitive and responsive way to interact. When watching a movie in bed, they can simply pick up the remote control. Both lean-forward and lean-back viewing are seamless and natural with The Movingstyle.

“We spent a lot of time thinking about The Movingstyle’s identity during product planning and eventually arrived at a new category by combining Samsung’s expertise in mobile devices with the strengths of our TVs and monitors,” Baek explained. “In essence, The Movingstyle offers the portability of a mobile device, the accuracy of a monitor and the immersive viewing experience of a TV. The addition of a touch interface, in particular, takes the user experience to a whole new level.”

User Satisfaction as the Ultimate Standard

As a product that combines the best qualities of mobile devices, monitors and TVs, The Movingstyle stands in a category of its own that is reshaping the market landscape. Creating such a product category was no easy task. “We had to redefine everything — from planning and development to manufacturing — to deliver a completely new user experience,” said Kim, who was involved in the product’s development. “We revisited every step, from consumer research and the development process to quality assurance.”

But redefining internal processes was only part of the challenge. Pioneering a new category also meant setting new industry standards. The development team had to determine specifications and establish safety standards from scratch. “I often pulled all-nighters, driven by the determination to create a brand-new category,” he said. “Without that goal, I don’t think I could have completed the project.”

Unlike TVs, which are typically viewed from a distance, monitors are viewed much closer to the eyes — making them subject to stricter safety standards. And when touch functionality is added, durability, touch accuracy and response rate become critical factors as well. While monitors prioritize input-to-output accuracy, TVs must also enhance perceived picture quality and visual appeal.

Developing such a versatile product came with many hurdles — from defining specifications to addressing legal standards — but Kim remained composed throughout. “As a developer and engineer, it is my role to identify what customers want and turn that into a product,” he said.

“The Movingstyle was born from close collaboration across our TV, monitor and mobile teams, achieving a higher level of perfection by bringing together the best technologies from each field,” Kim added with pride. “It’s an outcome that could only be achieved by a world-leading company with deep technological expertise and product know-how across various categories.”

A Beautifully Effortless Design, Perfected in the Details

Aside from the screen itself, the kickstand is the most distinctive aspect of The Movingstyle’s design. As a key component that completes the portable screen’s user experience, it hides a number of intricate details behind its simple appearance.

Durability was the primary focus of the kickstand’s development. “After much consideration, we adopted a circuit-integrated design for the hinge structure that allows the stand to fold. Simply put, there’s a sturdy hinge, and housed inside it are the cables, power management circuit and other parts,” explained Kim.

An independent standard hinge — typically installed separately from components such as the battery, cables and circuit board — is far easier to develop and manufacture but significantly less durable. To ensure the highest quality, Samsung instead chose a structure that integrates the circuit and hinge into a single module. This approach required a more complex design and manufacturing process but was key to achieving The Movingstyle’s exceptional build.

Careful thought was put into the connection ports located on the back of the screen as well. “The Movingstyle was designed to function as a single, self-contained object that blends naturally into any space, thanks to its slim and compact form,” Baek said. “We especially wanted users to focus entirely on the screen without being distracted by exposed cables. To achieve this, we neatly positioned the connection ports at the center of the rear panel, resulting in a clean and refined finish.”

Another advantage of The Movingstyle is its ability to switch seamlessly between landscape and portrait modes while attached to the base stand. Users can enjoy both horizontal and vertical content in their optimal forms on the wide screen. “When giving a presentation, The Movingstyle can serve as a prompter in portrait mode. And with touch input support, the device is also convenient to use as a display during meetings where no other screen is available,” said Kim.

The Movingstyle exemplifies Samsung’s commitment to understanding user needs and transforming them into entirely new product experiences. “I hope The Movingstyle will be remembered as the starting point of a shift that opens a new chapter in portable touchscreen technology,” said Kim. More than just a cutting-edge display, The Movingstyle marks the next evolution in how users experience visual content — and now, it’s ready to prove its potential in the market.

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.