Samsung Electronics today announced the launch of its latest innovations in home entertainment, The Premiere 9 and The Premiere 7. These ultra-short throw projectors, designed to deliver an unparalleled viewing experience, transform any living space into a premium home cinema with stunning 4K resolution, immersive audio and other advanced features.

“The Premiere lineup is set to redefine the premium home cinema experience by combining our advanced laser technology with cutting-edge, user-friendly features that offer stunning picture quality and immersive sound,” said Cheolgi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “As we continue to innovate, we envision a future where our products transform everyday living spaces into immersive entertainment hubs, setting new standards for home entertainment.”

Unmatched Picture and Sound Quality

Samsung’s newest entries in The Premiere lineup meet the growing demand for high-quality entertainment solutions, using cutting-edge laser technology to bring the cinema experience directly to homes. The Premiere 9 features triple laser technology for enhanced color accuracy and brightness, while both models offer ultra-short throw capabilities and vibrant 4K resolution on screens up to 130 inches.¹

The Premiere’s vibrant 4K resolution and exceptional color accuracy bring every scene to life. The Premiere 9 and The Premiere 7 projectors provide color gamut coverage of 154% and 100% of the DCI-P3 standard,² respectively, while both models support HDR10+, ensuring clear and vivid images — even in bright environments. With a maximum brightness of 3,450 ISO lumens³ for The Premiere 9 and 2,500 ISO lumens for The Premiere 7, these projectors both deliver sharp and dynamic visuals.⁴

To further enhance picture quality, The Premiere projectors are equipped with innovative AI picture enhancements, including AI Upscaling and Vision Booster. AI Upscaling ensures that content is displayed in stunning 4K resolution, regardless of its original quality, while Vision Booster automatically adjusts brightness and contrast in various lighting conditions for optimal picture quality.

The built-in speakers with Dolby Atmos technology in both models provide powerful and immersive audio, creating a true home theater experience without the need for additional sound equipment. The Premiere 9 features 40W 2.2.2 channel up-firing speakers, while The Premiere 7 includes 30W 2.2ch speakers for an expansive dome of sound.

Samsung Tizen OS Home Brings Streaming and Gaming, Along With Broad Connectivity

The new Premiere projectors come with Samsung Tizen OS Home, offering access to a wide range of streaming services, including Samsung TV Plus, Netflix, YouTube, Amazon Prime Video and more. This extensive selection ensures that users can enjoy their favorite movies, TV shows, providing a comprehensive entertainment experience at the click of a button.

For gaming enthusiasts, the Samsung Gaming Hub⁵ offers a seamless gaming experience. Users can enjoy games without the need for a console, accessing a wide choice of cloud-based games directly through the projector.

For those who want to create a tailor-made interior, Custom Ambient offers personalized home decorations by projecting various widgets onto the living space. Users can combine photos, videos and widgets freely via the SmartThings app on their mobile phones.

Even when not being used as a fully cinematic projector, The Premiere ensures convenience and entertainment for all consumers as a Smart speaker with hands-free voice control and a variety of music applications.

The new Premiere projectors also enhance connectivity, providing a seamless and integrated entertainment experience. Users can effortlessly share content from their smartphones to the big screen with Tap View and Mirroring, while embedded voice assistant support allows easy control of the projector and other connected devices with simple voice commands. Additionally, Samsung’s SmartThings integration enables users to manage smart home devices such as lights, thermostats and security systems from the projector, thereby creating a fully integrated home environment.

A Design Fit for Any Home Environment

The Premiere projectors feature a minimalist, warm white design with rounded edges and a premium fabric finish from Kvadrat, a Danish textile design company that seamlessly blends in with any home decor. The compact size and easy installation make the projectors an ideal fit for any room, maximizing both functionality and aesthetic appeal.

Setting up any model of The Premiere is simple — users merely need to plug in the projector and connect to a wireless network. Ultra-short throw capabilities eliminate the need for complex installations, allowing users to enjoy large-screen projections with minimal effort.

The new Premiere 9 and Premiere 7 projectors are now available for purchase at Samsung’s official online store and select retail locations in the United States, Canada and China. The rollout will continue in other regions later this year. For more information, please visit Samsung.com.

¹ The Premiere 7 provides 4K high resolution on screens up to 120 inches.
² DCI-P3, known as Digital Cinema Initiatives – Protocol 3, is a color space commonly used in digital cinema and is the color standard for the film industry.
³ ISO lumens is the brightness level based on the International Organization for Standardization (ISO) standards.
⁴ The brightness levels for The Premiere 9 (3,450 ISO lumens) and The Premiere 7 (2,500 ISO lumens) reflect approximate increases of 23% and 14% over previous models (2,800 ANSI lumens and 2,200 ISO lumens). Actual performance may vary based on usage conditions.
⁵ Available games and content may vary by country and model and are subject to change without notice. Certain games require a separate controller. Internet connection and subscription may be required. Requires a Samsung account.

The Premiere was created based on research into and an understanding of real users’ environments and spaces. Its appearance, as well as its functionality, was refined with precision so that the projector fits comfortably into a user’s space as opposed to being a cumbersome device that can only be taken out and used every now and then. In order to learn more about the innovative concept behind The Premiere, Samsung Newsroom sat down with its designers to hear about the journey they went on when creating this unique screen.

A Design That Blends In, Inspired by Users’ Environments

Sungil Bang, Designer at Samsung Electronics’ Visual Display Business

The Premiere’s designers first started by delving into and analyzing the projector market in order to be able to develop a differentiated product. “There are already so many projectors in the market, from affordable ones to high-end ones, all with different specifications,” noted Sungil Bang. “We knew we needed to take a new approach right from the planning stages in order to come up with a product that goes beyond simply being a projector.”

The designers honed in on the idea of the actual space where a projector is to be placed. They focused on the lifestyle and environment trends followed by real users in order to establish their direction for creating a product that provides genuinely enriching experiences. “We worked hard to design a product that presents new experiences thanks to its innovative technologies, while at the same time blending seamlessly in with the user’s furniture and other décor items,” added Bang. “We obtained a lot of inspiration from the space usages, furniture choices and trending objet d’arts we came across during this initial design process.”

(From left) Jigwang Kim, Sungil Bang and Junpyo Kim, the designers at Samsung Electronics’ Visual Display Business

What might be a user’s biggest reason for purchasing a projector? Perhaps so that they can enjoy media more vibrantly on a larger screen, or to add a subtle piece of interior décor flair to a space they otherwise don’t want to place a large TV in. The Premiere’s design team paid close attention to such thinking when developing The Premiere, ensuring that its exterior wouldn’t overwhelm the space it is placed in wherever that may be. “The simplistic design of The Premiere doesn’t stand out too much as an interior décor piece since it naturally blends into the space,” explained Jigwang Kim. “Users can enjoy unparalleled immersive experiences when enjoying content displayed on an entire wall.”

The designers worked diligently on The Premiere’s silhouette to ensure that the projector is able to blend harmoniously into its surroundings as opposed to standing out. The no-frills elements it is composed of, including its round outline and slim lines, complete its overall sleek and soft design. “The projector is able to match other components a user might have nearby, such as a table or a vase, so it’s perfect for those who enjoy minimalistic interior décor,” suggested Jigwang Kim.

Innovative Features Designed for User Comfort

Product design choices are always ultimately made for the user so that they can enjoy their product anytime, anywhere. Due to the common perception that typical projectors can require laborious installation as a certain amount of distance is required between the wall and the projector, as well as the space limitations this can cause, Samsung implemented ultra-short focal point triple laser beam technology. This technology allows The Premiere’s users to enjoy a 4K video up to 330.2cm in size even when the projector is placed as close as 23.8cm to the wall.

Jigwang Kim, Designer at Samsung Electronics’ Visual Display Business

As the world’s first HDR10+ projector, The Premiere offers a maximum brightness of 2,800 ANSI lumens. The Premiere also delivers a 2,000,000:1 contrast ratio, meaning that the projector is able to express all the subtle contrasts and detailing in darker images. Furthermore, “the projector comes with Acoustic Beam speakers that provide deep, 3-dimensional, room-filling sound without the need for any separate speakers,” added Jigwang Kim.

Another leading feature of The Premiere is its smart hub, which allows users to watch all kinds of content and media – requiring only an Internet connection. “The Premiere allows the user to enjoy what they want hassle-free, as there’s no need to connect separate devices to it. It is also connected to SmartThings, so users can monitor and operate their smart home appliances directly from their projector.”

A Stand-Out Design That Blends Seamlessly Thanks to Sophisticated Materials

As opposed to being a hard, cold-looking home appliance, The Premiere has been designed to provide warmth so as to seamlessly blend in to any domestic space. A stand-out feature of its design is the material choice – the design team opted to cover the product with a premium fabric in order to give the projector its warmth and sophistication. “This fabric encompasses a subtle abundance of colors and sophisticated weaving – it is in fact often used for premium brands’ sofas, chairs and other fabric items,” noted Junpyo Kim. “The projector achieves congruity with the space in which it is placed because it has been carefully designed to go well with furniture items.”

However, it wasn’t as simple as it might appear for the design team to be able to fit The Premiere with this premium fabric finish. Since such materials are traditionally used for furniture, the fabric had been designed for a different purpose. “The fabric’s weave structure is denser than other fabrics, meaning that it would affect the sound quality if it were to cover the projector’s speakers,” noted Junpyo Kim. “While this brought about challenges during the design stage, we didn’t want to give up on the uniquely warm and sturdy appearance this fabric provided. Therefore, we increased the aperture ratio of the woven fabric in order to maintain its characteristics while also maintaining optimum sound quality.”

Junpyo Kim, Designer at Samsung Electronics’ Visual Display Business

If you are thinking of transforming your space into a movie theater with truly immersive experiences, or a concert hall full of music – or even a stadium during a sports match, why not try out The Premiere, a projector capable of completely transforming the ambience of the room where it’s placed with ease.

Our homes have become everything to us in the last 18 months – transforming into schools, offices, gyms and entertainment spaces. Although with so much time spent within our four walls, the home has also become a little too comfortable, with many Europeans in need of a reset. This year’s Life Unstoppable experience seeks to spark inspiration for those seeking to innovate their home experience, with products that enable consumers to once again ‘press play’ on a life of wonder and delight.

Life Unstoppable: ’house of surprises’ follows a family of eclectic characters, on a journey through their vibrant home, demonstrating the ways in which Samsung’s connected ecosystem of devices allows the family to unearth their inner creativity, passion and fuel a Life Unstoppable.

Life Unstoppable: ‘house of surprises’ is the first feature mini-movie of its kind for the brand, bringing technology to life in ways never seen before. The experience tours six different rooms in the ‘house of surprises’, with interactive vignettes each showcasing a collection of truly connected Samsung products, that fuel a much-needed reset of joy and inspiration in the home – from mobile screens that flip and fold, to immersive TVs that take your breath away, and home appliance innovations that bring a new spark to even your least favorite tasks.

“At Samsung, we develop innovations that go beyond what people expect. From folding phones to TVs that show art when switched off and washing machines that get your clothes faster by only using the amount of time, detergent and water actually needed,” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “With the Samsung ‘house of surprises’ we are showing how our connected products bring innovations that help customers to live a Life Unstoppable.”

Samsung products and services are spotlighted in the immersive and colorful ‘house of surprises’, through brand spokespeople and the eccentric Unstoppables family: Gym-Buff Dad, Rockstar Mom, Magician Archie, Superstar Chef Evie and former Lucha-Libre Wrestler Gran.

Throughout the experience, attendees are immersed in a series of vignettes, each showcasing the full capabilities of Samsung’s 2021 product line-up for inspiring joy in the Unstoppables’ lives:

Space Race

The almost magical modularity of the Bespoke Refrigerator is brought to life when budding chef Evie runs out of room for the evening feast and her magician brother astonishingly adds another module to the unit.

Curious Incident of the Snowing Cake

The Unstoppables put the Samsung Bespoke Jet to the test when Evie’s snowing cake creation causes a wintery mess in the kitchen. Can the Samsung Bespoke Jet handle the heat or lack of?

Step Into the Action

The family is transported into the action with The Premiere – Samsung’s lifestyle projector, and Q800 Soundbar at one of the famous Unstoppables’ movie nights, with truly immersive entertainment that creates laughter, tears and everything in between.

Colonel Dad

The Samsung Odyssey Neo G9 Gaming Monitor puts Dad one step ahead of the competition, as he leads his team to victory with a dynamic curved screen that enables him to fully execute his battle plans.

Lost in Music

Mom is immersed in her favorite musical moments on the true-to-life Neo QLED TV and Q950 Soundbar, which join Samsung’s other immersive QLED TV’s, The Frame – with unique personalized bezels – and The Serif, in the ‘house of surprises’, as she indulges in a dance party. But not wanting to rock out on her own, she dials some of her best friends into the fun thanks to Google Duo on her Galaxy Z Flip3.

Rock and Roll Superstar

The Bespoke AirDresser enables Mom to steam-clean her beloved Rockstar jacket, so she’s ready for the family’s special surprise visitor later that evening.

The Bespoke AirDresser has just landed globally and offers a customizable design with upgraded smart features, such as AI dry capabilities and AI Control features that personalize your experience. The Bespoke AirDresser is spotlighted in the ‘house of surprises’ along with a selection of other new upgraded innovations including:

• • Bespoke Jet, a premium wireless vacuum cleaner that comes in a range of colors with an all-in-one automatic dust emptying and battery charging system.
  • Bespoke Jet Bot AI+, an advanced vacuum cleaner that identifies objects and adjusts to multiple surfaces for an optimized clean. Users can monitor their homes with a live video stream while the no-touch, hygienic Clean Station can automatically empty the dustbin, while capturing dirt and microdust with its multi-layered filtration system.

The second edition in the Life Unstoppable series fuses storytelling and entertainment together in an interactive digital experience, which blends a range of Hollywood and digital techniques to place attendees in the heart of the narrative. Added interactive layers enable guests to engage with the movie in real time, creating a unique and disruptive experience, underpinned with the creative use of technology.

Discover the Unstoppables’ hidden talents and Samsung’s latest ecosystem of products in the colorful and immersive Life Unstoppable: ‘house of surprises’, from October 18^th at 08:00 BST at https://www.samsung.com/uk/explore/experiences/life-unstoppable-2021/.

The IDEA 2021 awards for Samsung include creative designs across multiple categories, showcasing Samsung’s excellence in consumer lifestyle design from product design to interactive and advanced concept design.

IDEA, hosted by the Industrial Designers Society of America (IDSA), has been held annually since 1980. Widely viewed as the most influential design awards program in North America, IDEA considers design innovation, benefit to user and benefit to society as part of its criteria for selecting its awardees.

Samsung attained seven Silver awards for its cutting-edge creations including:

• Samsung Neo QLED 8K (QN900A), which deploys the Infinity Screen design that maximizes immersion by minimizing the bezel.

• Bespoke Cube air purifier (AX9500N) with the innovative concept of letting consumers choose the purifier’s front panel design according to their lifestyle.

• Bespoke Slim (VS6800AL),¹ a vacuum cleaner, which offers a slim and customizable design that fits in a small space.

• SmartThings Cooking, enabling one-stop culinary experience powered by Whisk’s Food AI.

The following received Bronze awards:

• The Frame, a lifestyle TV that can be matched to any home décor and features ‘Art Mode’, which allows viewers to enjoy masterpieces from their homes.

• The Premiere, a lifestyle projector designed for those who want to create a theater-like environment in their homes.

• Bespoke 4-Door Flex refrigerator, which helps consumers achieve their desired lifestyles through flexible, personalized offerings.

“The pandemic affected consumers’ lifestyles in many ways, so it is more important than ever to keep an eye on how those change and to offer meaningful experiences to consumers accordingly,” said Dontae Lee, Executive Vice President and the Head of Corporate Design Center at Samsung Electronics. “We will continue to provide optimized experiences for consumers based on a variety of lifestyles with the design that best resonates with them.”

The IDEA 2021 Ceremony was held virtually on September 21. The International Design Conference is also being held virtually for two days from September 22 to 23. Dontae Lee is scheduled to deliver a keynote titled ‘Design for a Better Tomorrow’ at the event.

The list of all 48 award-winning designs can be found here.

¹ The product is currently available in Korean market.

▲ (From left) Kyuseong Lee, Kang-il Chung and Sunwoo Kim, the lifestyle TV product planners at Samsung Electronics’ Visual Display Business

The characteristics of TVs are continuing to evolve in line with the latest trends and lifestyle patterns. Against this backdrop, the role of the television has expanded. Whereas it used to simply be a device for delivering entertainment, the TV has now become a central component of users’ interior design schemes.

To keep up with emerging trends, Samsung Electronics has continued to think outside the box as it explores new possibilities for TVs. Since 2015, the company has been continuously pushing the envelope to develop new looks and features on its televisions, and ensure that consumers can fit their TV to their lifestyle. So, how did Samsung come up with its lifestyle TV line, and what kind of consumer experience is it aiming to provide? To find out, Samsung Newsroom met with the company’s lifestyle TV product planners, who have contributed to solutions ranging from The Serif to The Terrace.

Lifestyle TVs: Becoming More Than Just a Fixture of the Living Room

Vivid picture and a sense of immersion are two fundamental elements that a television must provide, with a well designed product capable of delivering both. Nowadays, lifestyles are shifting, and viewing has moved out of the living room, with people preferring to consume their content in whichever room they are in at the time.

“Our goal was to allow consumers to have a range of different screens for the various spaces in their house,” said group leader Kang-il Chung. “This would allow them to enjoy whatever content they wanted, wherever they were, based on Samsung’s ‘Screens Everywhere’ philosophy.” Chung’s work involves analyzing tech trends and usage patterns, which allowed him to start determining which new features users want from their television.

“In order to establish concepts for new TV products and functions, we look at things like how televisions are being used, interior decoration trends and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning stage, the product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to make it easier for the user to comprehend both the product’s story and the distinct experience it offers. Added Lee, “Rather than simply adding lots of different functions, we work to clearly define the main concept of the product, then make it different. In this way, we look to realize all aspects of the core experience to perfection.”

The Serif and The Frame: Bringing Classy Décor to Your Other Rooms

Since the time of its invention, the television has been considered a staple of the living room. But now, with a growing number of users also putting TVs in rooms like their bedrooms and studies, this is changing. In line with this trend, Samsung has expanded what it deems the ‘TV space’ from the living room to a range of other rooms. Along with this, the company has started to develop televisions that not only suit the interior aesthetics of those other rooms, but include features that match the needs and lifestyles of the people using the rooms.

In September of 2015, Samsung introduced its first lifestyle TV, The Serif, which was designed to contribute to users’ interior design schemes. The Serif’s iconic I-shaped design was created by the internationally renowned Bouroullec Brothers, and is an ideal choice for those who want an aesthetically pleasing television that goes well in any space. “We pursued a meaningful design that emphasized people and space, and tried to get away from the usual ‘TV look’,” said Chung. “A lot of consumers claim that The Serif looks more like a lifestyle product than a TV.”

The product planning team’s ongoing efforts to develop new models that blend well with their surrounding environments also contributed to the development of The Frame. Looking like a modern picture frame, this television can be matched to any home décor style and features an ‘Art Mode’ that allows viewers to enjoy artistic masterpieces from the comfort of their homes. The TV’s sensors are also capable of automatically detecting illumination intensity and movement. “Samsung is collaborating with world-renowned curators, renowned art galleries, museums and artists to deliver a broad collection of art through the Art Store,” related Sunwoo Kim. “We will keep working hard to ensure that we are able to display an increasingly broad range of great artworks in stunning resolution.”

Thinking Outside the Box: The Sero for Millennials

And Samsung’s ‘think outside the box’ development philosophy goes beyond considerations of space and expands to form. Whereas a typical television has a horizontal, 16:9-aspect-ratio screen, modern viewers’ increasing use of mobile devices means that watching content on vertical screens is becoming more and more common. The Millennial generation’s tendency to watch things on their smartphones, in particular, has contributed to the increased prominence of vertically displayed content. Thus, The Sero was developed as an answer to the question, ‘what if we could make the TV screen rotatable so that it could better match the lifestyles of Millennial users?’

The Sero is the result of this bold idea. “Developing the Sero with a rotating screen was a long and challenging journey, as it was like we were exploring unchartered territory,” said the product planners. The team had to consider a broad range of factors, such as whether the user would rotate the screen manually or whether it would rotate automatically. The project brought many different teams together as they set out to create a whole new consumer experience, with their efforts eventually culminating in ‘The Sero’. “We are witnessing an increasing amount of consumption of vertical, short-form content on social networking sites,” remarked Chung. “And The Sero allows viewers to use screen mirroring to watch this content in a full screen, immersive format.”

Expanding to Other Spaces: The Premiere and The Terrace

Over time, the focus of Samsung’s Lifestyle TVs has shifted again. Due to the pandemic, many people prefer watching movies at home to going to the theater these days. The Premiere is specifically designed for those who want to create a theater-like environment in their homes. This easy-to-install model boasts a large, theater-like screen with very sharp picture quality. “With The Premiere, you can enjoy your favorite content on an ultra-large screen from the comfort of your home,” related Kim. “With a premium fabric finish, The Premiere also serves as an excellent complement to your interior décor.”

In the current climate, more people are also making use of private outdoor spaces such as balconies. In line with such consumer lifestyle changes, Samsung has introduced its first outdoor TV model, The Terrace. With superior water and dust resistance, The Terrace delivers an outstanding viewing experience regardless of rain, heat or other adverse weather events. Said Lee, “Going forward, the outdoor TV market is expected to grow exponentially. The Terrace provides an optimal outdoor viewing experience, delivering exceptionally vivid and detailed images in both the sunlight and the shade.”

As our TVs become increasingly important parts of our lives, some argue that the evolution of the product is nearing its conclusion. But Chung thinks differently, claiming that, “There is still an unending range of possibilities for what our televisions might become in the future.” He expressed hope that himself and his team will be able to keep introducing new and varied lifestyle TV models to keep providing fresh experiences to consumers.

Samsung’s lifestyle TV product planners believe that TVs need to keep evolving in order to keep up with continuously changing lifestyles. “We want to develop TVs that people want to own, and that they’ll want to show off,” Kim stressed. “Our dream is to build a so-called ‘lifestyle universe’ where each space is equipped with a lifestyle TV that suits the function of the space.”

As sports leagues and experiences start to return to pre-pandemic operation, consumers now have the option to watch their favorite team from home without missing a beat of the action.

The key to bringing this stadium experience to life at home is with an ultra-large, high quality screen, and Samsung’s The Premiere¹ is a lifestyle projector that offers the dramatic picture quality and immersive surround sound able to provide the feeling of being right there in the stands yourself.

A 130-inch Ultra-Large Screen Is Your Gateway to the Stadium

The Premiere can create a screen far bigger than the average TV using any blank surface in a matter of minutes. Unlike traditional projectors that require three to four meters of distance from a wall for optimal picture quality, The Premiere can be placed almost anywhere and deliver a screen size of up to 130 inches, even when placed just 23.8cm away from the wall.

The projector does not require a complicated installation process either, as users need to simply plug in The Premiere’s power cable and connect to a wireless network – with no need to worry about calculating the ideal distance from the wall or sort out hanging the projector from the ceiling. It also features a compact design so that users can move and rearrange the projector on their own with ease.

Dynamic 4K Resolution for Full Immersion During the Big Game

Conventional projectors typically offer resoundingly average color vibrancy and picture quality, so in order to create an entirely new projector experience, Samsung incorporated its industry-leading TV technologies into The Premiere so that users can enjoy dynamic, 4K resolution on a bigger screen.

By using unique and cutting-edge triple laser technology, The Premiere delivers rich and vibrant picture quality. This laser-enabled model recreates colors more accurately, produces less heat and offers longer lifespan, all of which provides users with a premium product that offers optimal viewing experiences. Whether you are streaming the latest 4K sports documentary or your favorite live sports event, The Premiere provides immersive, ultra-large screen entertainment experiences at high resolution with crystal-clear clarity.

Stunning Picture Quality, No Matter the Time of Day

The media quality of a projector is affected by ambient lighting more than conventional TV screens, meaning that it is important that a projector is able to produce bright images so that you never miss a single critical moment in the game.

As the world’s first HDR10+ projector, The Premiere offers a maximum brightness of 2,800 ANSI lumens² – a brightness level equivalent to 2,800 candles. Users can enjoy cinema-level picture quality even in the middle of the day with sunlight shining directly into the room you are watching in, meaning that you can watch your favorite games regardless of the surrounding ambient light conditions. The Premiere also delivers a 2,000,000:1 contrast ratio, meaning that the projector is able to express all the subtle contrasts and detailing in darker images.

An Immersive, All-in-One Speaker for That Live Stadium Experience

In order to get the real stadium experience at home, powerful sound is key. Hearing fans cheering and the commentators roaring along with the action is all part of the enjoyment of any match.

The Premiere produces three-dimensional, captivating sound without any extra speakers required thanks to the robust sound system built into its compact design. The projector is equipped with powerful 4.2 channel 40W built-in speakers that project sound with significant height and width in order to convey every bit of even the most action-packed audio. The projector also features Samsung’s proprietary Acoustic Beam technology to maximize sound from all angles, emitting sound from 44 holes placed on both sides of the projector so that everyone, regardless of where they are sitting in the room, can be engaged and entertained.

Staying Entertained and Connected With Smart TV Features

Just like Samsung’s leading Smart TVs, The Premiere offers users smart features and access to major sports streaming platforms³ including Amazon Prime and Samsung TV Plus, and music streaming services where popular sports podcasts can be found including Apple Music and Spotify.

The Premiere also supports the ‘Tap View’⁴ feature to mirror the content playing on your smartphone to your projector; by simply gently tapping the side of The Premiere with your device, you can easily cast pictures or videos from your smartphone straight onto the bigger screen.

¹ Model featured in this article is The Premiere LSTP9.

² ANSI Lumen: The level of brightness based on the American National Standards Institute (ANSI)’s standard for expressing the brightness of a projector. 1 ANSI lumen is equivalent to the brightness of one candle.

³ Availability of services may vary by region and each OTT service or platform is available after subscription. The Premiere must be connected to the internet in order to access these services.

⁴ Tap view service only works with Samsung Galaxy smartphones running Android 8.1 and above, when both the mobile screen and The Premiere are turned on.

With its innovative television solutions, Samsung, the leader of the global TV market for the past 15 straight years, is realizing ‘A Better Normal’ in users’ actual lives. In part two of this series, Samsung Newsroom looks at how global trends and innovative products like Samsung’s television line-up have come to shape the very ways consumers live their lives.

How Lifestyle TVs Reflect Our Distinct Lives

Contemporary users spend a lot of time with their TVs. Thus, it is important that they select a TV that is a match for their individual lifestyle. According to its product development philosophy, which prioritizes ‘respect for all users’ preferences’, Samsung has developed innovations in fields ranging from screen design to user experience. And with Samsung opening the door to an era of more flexible and customizable lifestyle televisions, users no longer need to match their lifestyles to their TVs.

One initial aspect that Samsung analyzed was distinct patterns across different generations and lifestyles. A variety of lifestyles were taken into consideration in order to develop products that would fit a range of needs. For example, The Sero, a Samsung TV capable of alternating between vertical and horizontal orientation, was launched to meet the needs of a Millennial generation that enjoys consuming mobile content. Likewise, The Serif, a TV with an iconic design, was developed to satisfy those who value aesthetic appeal. The Frame, a TV that can be hung like a piece of artwork, is for those who prioritize artistic appeal.

The Premiere, an ultra-short throw (UST) projector which transforms the home into a theater, is another case in point. This industry’s first triple laser projector with 4K resolution and Smart TV UI delivers a remarkable in-home cinema viewing experience. Samsung went even further in meeting a range of diverse user needs with The Terrace, an outdoor TV that allows users to expand their home entertainment experiences to the outdoors.

Bigger is Better: The Trends Behind the Evolution of Premium TVs

Formerly minor facets of our lives like home training, telecommuting, and remote learning have become major parts of our regular routines recently. As we are required to spend more time indoors, more people are both working and playing from home, making our screens our windows to the wider world. Thus, more and more users have been investing in larger screens and premium televisions, with the popularization of various OTT services also contributing to this. Last year, experts forecasted that sales of large-screen TVs (over 75” in size) and 8K-resolution TVs would rise by 22% and 118% respectively this year.¹

Samsung Electronics took this trend into account too, diversifying its QLED TV model lineup to include 85, 75, 65, and 55-inch options. To further satisfy users with diverse expectations of large-screen TV functionality, Samsung also implemented 8K maximum resolution on the televisions and maintained a keen emphasis on sound quality. In particular, Samsung’s Object Tracking Sound (OTS) technology, a dynamic sound feature that corresponds to the movement of objects on screen, allows users to experience more realistic sounds while consuming their content. To further deliver optimized gaming performance, Samsung has also partnered with AMD to develop the first TVs with Freesync Premium Pro support for both PC and console games in its 2021 Neo QLED and QLED lineup.

These days users can experience the very best in displays from the comfort of their homes. For instance, the MICRO LED 110” model that Samsung unveiled in December 2020 breaks new ground in the premium display domain by showing users just how attractive a large-screen TV can be. The MICRO LED uses micrometer-sized LED lights to eliminate the backlight and color filters utilized in conventional displays. It is self-illuminating, producing stunningly lifelike colors and brightness through its 24 million individually controlled LEDs. The display’s Monolith design, defined by its screen-to-body ratio of over 99%, additionally allows it to fit naturally anywhere in the home. The new Multi View feature, which allows users to watch up to four different content sources simultaneously, is also available on Samsung’s MICRO LEDs.

Eco-Friendly – From Manufacturing to Disposal

When it comes to the environment, Samsung has adopted eco-friendly policies that cover the lifecycle of its TV products, beginning with the manufacturing stage. The use of recycled plastic materials has been applied to certain products in the manufacturing process, and the company’s Eco-Packaging, which sees previously discarded packaging materials upcycled, has been implemented. First used for 2020 lifestyle TVs, Samsung is now extending this packaging scheme to the entire 2021 TV lineup.

The company has also introduced Solar Cell Remote Controls, which can be recharged by indoor light, outdoor light or via USB. These remote controls will be featured with all 2021 Neo QLED models, removing the need for disposable batteries.

Samsung’s ‘Screens Everywhere, Screens for All’ vision aims to not only provide the best screen experience for all users, but to contribute to realizing a sustainable future. Looking forward, Samsung Electronics will continue working to provide optimal display solutions and create people-centered innovations while catering to ever-changing environments and trends.

¹ Market research firm OMDIA forecasted that, in 2021, shipments of large-screen TVs (over 75” in size) would reach 7.62 million units, a 22% increase over the 6.27 million units last year. It also predicted that 8K TV shipments would reach 571 thousand units in 2021, surpassing the 262 thousand units in 2020.

“At Samsung, we are proud to constantly innovate to improve consumers’ everyday lives. Over the past year, technologies that were once ‘nice to have’ became a need, as our homes became offices, schools, gyms, and more,” said James Fishler, Senior Vice President, Home Entertainment Division, Samsung Electronics America. “The role of the TV in our lives has grown—and in 2021, Samsung continues to redefine the role of TV around the needs and passions of consumers.”

For decades, TVs were seen simply as a way to watch movies and shows; now, TVs are serving as conference rooms and fitness hubs. By taking advantage of many features for the first time this past year, people are re-examining the role that their TV plays in their lives.

Beyond Samsung’s innovative approach to new features, our leadership in picture performance has made Samsung the number one global TV manufacturer for 15 consecutive years. In 2021, Samsung continues to break new ground to offer consumers extraordinary viewing experiences.

MICRO LED Comes Home

With superb brightness, deep blacks, and breathtaking image quality, MICRO LED technology offers a groundbreaking viewing experience that lasts. Its inorganic LEDs help prevent burn-in and ensure the screen stays vibrant over its lifetime.

In 2018, Samsung introduced MICRO LED in the form of “The Wall”—a configurable system of modules that can reach an astounding 292 inches for an experience like no other. With its inherent flexibility, “The Wall” requires professional installation in the home or office.

In 2021, Samsung brings all the power of MICRO LED technology in the form factor of a traditional TV experience. Now, consumers can take home the cinematic experience in a beautiful edge-to-edge screen design, with no need for professional assembly and installation. MICRO LED is available in 110’’ and 99’’ sizes globally beginning at the end of March; an 88’’ size is launching this fall; and a 76’’ is on the future roadmap.

MICRO LED can become 4 screens in one. With 4Vue (Quad View), consumers can watch up to four sources of content simultaneously. Keep up with multiple sports at once, or stream a walkthrough while playing a video game. MICRO LED brings true-to-life picture quality at an enormous scale—out of the box.

Samsung Neo QLED Fits Any Home and Every Passion

As people turn to TVs as an outlet for their passions, Samsung developed Samsung Neo QLED to enhance the viewing experience, no matter what you are watching. The Samsung Neo QLED viewing experience is defined by our Neo Quantum Processor, and new Quantum Mini LEDs. At just 1/40^th the size of conventional LEDs, Quantum Mini LEDs allow for ultra-fine light control. With deep blacks, bright lights, and upscaling technology smarter than any Samsung TV has ever offered, Samsung Neo QLED delivers an ultra-realistic picture—whether you are watching a football game, or playing one on your gaming console.

Samsung Neo QLED also offers features that level up gaming. Samsung is proud to be the Official TV Partner of Xbox Series X in the United States and Canada. With Xbox and Samsung renewing their multi-year agreement this year, the two companies will continue working together to offer an unbeatable gaming experience. Samsung Neo QLED and QLED offer cutting-edge capabilities that make them a phenomenal companion to next-gen gaming with Xbox Series X. In addition, Samsung Neo QLED and QLED let you see virtually every detail with incredible 4k clarity, a silky-smooth 120 frames per second, and a low 5.8ms response time.

In order to further deliver optimized gaming performance to the 2021 Samsung Neo QLED and QLED line, Samsung has also partnered with AMD to develop the first TV with Freesync Premium Pro support for both PC and console games to deliver a truly exceptional HDR gaming experience. Additionally, Samsung’s new Game Bar helps players quickly monitor critical aspects of play. You can use it to access Samsung’s Super Ultrawide Gameview, which brings ultra-wide aspect ratios—traditionally only available on gaming monitors—to the TV.

For those with a passion for fitness, Samsung Neo QLED brings athletic training and healthy living to the home. Last year, when people weren’t able to go to the gym, many sought ways to stay fit at home. Samsung Health, a comprehensive fitness and mindfulness platform launched in the spring of 2020, met this need. Samsung Health helped us stay fit with partner apps for every style of fitness and health, along with seamless connectivity to mobile devices and wearables.

In 2021, Samsung Health adds the benefit of a Smart Trainer. With an optional camera sold separately, the Smart Trainer utilizes AI to analyze your posture and provide real-time feedback to improve your form as you follow instructional videos.

In 2021, Samsung Neo QLED’s 8K models (QN800A and QN900A) will be available in 65’’, 75’’, and 85’’ sizes, while the 4K models (QN90A and QN85A) will reflect an even wider selection, starting at 50’’.

TV Technology That Reflects Your Style Indoors or Outdoors

Consumers today expect experiences tailored to their needs, personal tastes, and style. The Lifestyle TV category offers screens designed for every consumer and every space—in and outside the home.

The Frame transforms the TV into a work of art that can be personalized to fit your aesthetic and decor. With new partnerships in the Art Store,¹ like NAVA Contemporary and Etsy, The Frame features more original artwork to match individual tastes. It also includes AI-based auto-curation technology that recommends artwork based on your selections. Curate your own personal art collection with a growing library of over 1,400 pieces of art from world-renowned institutions. The Frame also features increased photo storage space from 500 megabytes in 2020 to 6 gigabytes in 2021, so you can store up to 1,200 photos (all) in UHD quality. From beloved classics to stunning photography, the Art Store gives you access to a variety of content to personalize your space.

In 2021, there are new ways to customize the Frame itself—from new mounting options like the Slim Fit Wall Mount to five bezel options and more from third party providers. Additionally, we have made the 2021 Frame slimmer than ever: just 24.9 millimeters thick, about the same depth as an actual picture frame. It’s just as appealing off as when it’s on.

Samsung is also offering a new way to display the 2021 Frame, with My Shelf, a new accessory releasing globally later this year that lets you create a tailored wall with personal touches to complement your screen and décor. My Shelf can be attached to the 55 inch, 65 inch, and 75 inch Frame sizes, and will be available in four different colors: beige, white, brown, and black.

For those who miss the movie theater experience, The Premiere, the industry’s first triple laser projector with 4K resolution, represents the next stage in home cinema—all in a compact package. Traditional beam projectors can be clunky and difficult to set up—and even if they offer a big screen, the resolution is sometimes far below an ordinary TV. The Premiere’s minimalist design, with rounded edges and a fabric finish, fits neatly into any home. To help consumers use the Premiere anywhere in their home, we are going to be offering rollable screens optimized for the Premiere later this year on Samsung.com. Just position the Premiere around 5 inches or further from a monotone wall or ALR screen, and break out the popcorn.

In 2020, Samsung took its industry-leading picture performance from inside the home to the yard—just as consumers were looking to get outdoors. With The Terrace, our first outdoor TV, consumers can enjoy the picture quality, audio performance, and smart features they expect from Samsung outside. And they can do so worry-free; The Terrace is weather-resistant, with an IP55 rating to protect against water and dust. It is also simple to install, and easy to connect to cable service and a Wi-Fi network. The Terrace is available in 55”, 65”, and a new 75” Full Sun model² is coming in time for summer.

Screens Suited for Every Need – From Productivity to Play

In 2020, the relevance of the monitor at home changed dramatically. For many, this meant additional screens for multiple needs. Suddenly, a screen that was used to shop online or surf social media became critical to daily life, as consumers used it to make the most of work, school, and play.

To fulfill this demand, the Smart Monitor is Samsung’s first “do-it-all” monitor—uniting the best of monitor and TV. Smart Monitor is compatible with Wi-Fi, Bluetooth, Wireless DeX, and Apple AirPlay 2, letting consumers work from anywhere without needing to connect to a PC. With AirPlay 2, customers can stream, control, and share their favorite content directly from their iPhone, iPad, or Mac to their monitor. When you need to relax, you can enjoy your favorite shows by turning on the Smart TV platform and accessing your preferred streaming apps. Smart Monitor helps consumers stay productive when they need to be—and entertained when they need a break.

In 2020, the Odyssey G9 gaming monitor generated a lot of buzz—this year, Samsung is leveling up the experience with a Quantum MiniLED display and premium gaming features. The 1000R screen curvature, combined with Quantum MiniLED display technology, gives gamers an experience unlike any other. The new G9 joins Samsung’s full lineup of curved and flat Odyssey gaming monitors.

To enable a new way of learning and working while staying safe, we are introducing the Samsung Interactive Display FLIP 75-inch,a digital whiteboard you can write, draw, and edit on. The Flip offers connective features for hybrid working and learning to help consumers succeed—whether in the classroom, the office, or at home. With optimized 4K picture quality and easy-to-read visuals, a team of up to 20 can work simultaneously to sync personal devices for real-time content sharing. The Flip allows users to see a coworker’s or teacher’s presentation as if they were there in person—offering the ability to work together while staying safe. Designed to foster greater collaboration, increase productivity, and enable a seamless exchange of ideas, the 75-inch display joins the 55-inch, 65-inch, and 85-inch display.

Sound That Matches the Visual

While Samsung TVs offer incredible sound from the tiniest of speakers, nothing rounds out the home theater experience like the addition of a Samsung soundbar. The 2021 Q Series lineup includes exclusive Q-Symphony tech, syncing audio from the Samsung TV to deliver enhanced 3-dimensional sound. The soundbar even measures its environment to project audio precisely where it needs to be.

For a full, deep and rich immersive experience, the Q950A boasts the industry’s first 11.1.4 channel sound bringing you right into the center of the action. Its new Bass Boost feature allows users to add “more boom” with a simple click. For those who play music from their mobile devices, Tap Sound makes it as simple as tapping a device to the soundbar. And the Q950A works with multiple voice assistants, including Amazon Alexa and Bixby—making it easy to take full control of the listening experience.

Passions, Style, Tastes, and Needs

In 2021, Samsung complements your passions, adjusts to your tastes, and delivers performance that enhances all experiences. From the pinnacle of luxurious performance in MICRO LED, to the aesthetic appeal of The Frame, Samsung redefines the role of the TV in your home—at a time when the TV is more relevant than ever.

For more information on Samsung’s TV products, please visit www.samsung.com.

* Product availability may vary by region.

¹ Art Store subscription required to access full selection. Fees apply to subscription service.

² Panel protected up to 6 hours in sunlight at 700 watts and 104 degrees Fahrenheit; brightness may decrease to protect panel with other high temperature and sunlight conditions.

Samsung Electronics shared its vision for the future at the 2021 Consumer Electronics Show (CES). The company introduced new products at its virtual press conference, showing how it’s continuing to innovate by creating solutions that are flexible, intelligently connected, and use AI to understand context to make daily life seamless.

“Our world looks different, and many of you have been faced with a new reality–one where, among other things, your home has taken on a greater significance,” said Sebastian Seung, President and Head of Samsung Research, the advanced R&D hub of the company that leads the development of future technologies for Samsung Electronics’ SET (end-products), addressing the company’s efforts to enhance the at-home technology experience. “Our innovations are designed to provide more personal and more intuitive experiences that express your personality. We’re hard at work to bring you next-generation innovation, with AI as the core enabler, for your better tomorrow.”

Creating More Intimate and Personalized User Experiences

As people spent more time at home last year, the tech they wanted became the tech they needed. In relying on that tech, people came to understand many ways connected solutions could make life easier. TVs were vital for entertainment—and sometimes, fitness. Chromebooks became crucial home learning tools. Smart fridges helped with remote shopping and meal prep. Smartphones were indispensable.

Samsung’s continued investments in innovations that adapt to evolving lifestyles enable the company to keep pace with rapid changes. Key innovations unveiled include:

• Samsung Bespoke 4-Door Flex: The latest version of the Bespoke refrigerator features changeable panels that come with a choice of colors and materials that made the original a success, allowing consumers to adjust their fridge for form and function. The new 4-Door model, available in North America this spring, also includes a brand-new Beverage Center, which gives quick access to a water dispenser and an automatically-filled water pitcher. Samsung Bespoke 4-Door Flex also comes equipped with a Dual Auto Ice Maker which makes not only regular cubed ice but also smaller ‘ice bites’ to suit different preferences for cold beverages.

• 110-inch MICRO LED: This new screen features self-lit inorganic LED with a slim and nearly bezel-less Infinity Screen design that seamlessly blends into the living space. The result is a spectacularly immersive viewing experience with astounding picture quality. The 110-inch MICRO LED also adds “4Vue” (Quad View), a four-way viewing option—so you can keep up with multiple sports at once, or stream a tutorial while playing a video game. Also, for US consumers, more than 160 free channels¹ are available through Samsung TV Plus. MICRO LED will be rolled out globally beginning this spring.²

• Lifestyle TV: Samsung’s cutting-edge lifestyle TV lineup includes The Serif, The Frame, The Sero and The Terrace—a recently launched 4K QLED outdoor TV—as well as Samsung The Premiere, a cinema-like quality 4K laser projector.

• SmartThings Cooking: A new service from Samsung SmartThings is designed to make your culinary journey seamless. An automatic Meal Planner powered by Whisk’s Food AI recommends meals for the whole week, makes shopping lists with the ingredients you need, and connects to grocery retailers for one-stop shopping straight from the Family Hub refrigerator or your mobile screen. Recipe instructions can be sent directly to synced Samsung cooking devices to minimize hassles and mistakes.³

• Samsung Health Smart Trainer on Samsung 2021 TVs: Samsung Health seamlessly transforms the home into a personal gym, and the new Smart Trainer⁴ feature tracks and analyzes posture in real time, just like a personal trainer. During and post-workout, Smart Trainer provides feedback on form, helps you count your reps, and estimates calories burned. With video and interactive training via Bixby-enabled voice control, Samsung Health Smart Trainer elevates and personalizes the home workout experience.

Bringing AI and Robots to Daily Life Including Housekeeping

Samsung has long been at the forefront of AI and robotics innovation, leveraging its seven global AI research centers to advance technology. By bringing AI to its products, Samsung is creating new home experiences—from washing machines that optimize water usage, detergents, and wash cycles, to TVs with a Quantum AI Processor that can upscale HD content into pristine 8K resolution.

The major technologies featured during Samsung’s press conference include the following:

• JetBot 90 AI+: Coming to the US 1H 2021, this new vacuum cleaner uses object recognition technology to identify and classify objects to decide the best cleaning path. LiDAR and 3D sensors allow JetBot 90 AI+ to avoid cables and small objects, while still cleaning hard-to-reach corners in your home. Also outfitted with a camera, JetBot 90 AI+ is integrated with the SmartThings app to assist you with home monitoring.

• Samsung Bot Care⁵: The latest development in Samsung’s growing robotics lineup, Samsung Bot Care is designed use AI to recognize and respond to your behavior. It will be able to act as both a robotic assistant and companion, helping to take care of the details in your life. It will also learn your schedule and habits and send you reminders to help guide you throughout your busy day.

• Samsung Bot Handy⁶: Also in development, Samsung Bot Handy will rely on advanced AI to recognize and pick up objects of varying sizes, shapes and weights, becoming an extension of you and helping you with work around the house. Samsung Bot Handy will be able to tell the difference between the material composition of various objects, utilizing the appropriate amount of force to grab and move around household items and objects, working as your trusted partner to help with house chores like cleaning up messy rooms or sorting out the dishes after a meal.

Looking to the future, Samsung is also developing other tangible applications of AI technologies for daily life. Samsung is continuing to build on its Samsung Bot Retail, which would guide users outside the home in retail environments, and GEMS, Samsung’s health-focused exoskeleton as mobility aide. These innovations allow robots and robotic devices to co-exist with humans, enhancing their lives and catering to a variety of lifestyles and different environments.

Technology for a Better Future

Samsung closed its CES 2021 press conference by sharing more on the brand’s vision for how technology can enable progress and create a better tomorrow for all. Samsung believes that there is no single all-encompassing solution; a sustainable future requires investments across a broad spectrum. That’s why Samsung is focused on three key areas that are poised to benefit the most from technological innovation: sustainability, education, and accessibility.

“At Samsung, we are always looking for ways to build a better, more sustainable future,” said Sandeep Rana, Senior Manager, Environmental Sustainability Specialist at Samsung, who shared Samsung’s sustainability message at the press conference. “With a focus on the environment, people and society, we will continue to provide our consumers with responsible tools and technologies to address our challenges today and enable a better future for all.”

As part of its commitment to creating a circular economy, Samsung is developing programs and packaging solutions that promote a sustainable product lifecycle—from beginning to end:

• Galaxy Upcycling at Home: At the event, Samsung announced an update to its Galaxy Upcycling program called Galaxy Upcycling at Home. The new program reimagines the lifecycle of an older Galaxy phone and offers consumers options on how they might be able to repurpose their device to create a variety of convenient IoT tools.

• TV Eco Packaging: Additionally, Samsung announced that its eco-packaging would expand to QLED, UHD TV, monitor, and audio products in 2021. As part of an ongoing commitment to eco-consciousness, Samsung is creating products and solutions with sustainability at the core. For example, Samsung’s new Solar Cell Remote Control—made in part with recycled plastic—can be charged via solar or indoor lighting, reducing battery waste.

Believing that future generations will play a critical role in building a sustainable future, Samsung has also prioritized technology education through Samsung Solve for Tomorrow, which encourages young people to creatively use technology to solve community challenges, and Samsung Innovation Campus, which helps students develop technical and personal skills for future jobs.

Samsung also highlighted at the event how it is making its products even more inclusive and accessible for all. The SeeColors application is designed to help those with color vision deficiency (CVD) to adjust the settings on their 2021 QLED TVs for a better viewing experience, and the Sign Language Zoom feature on TVs ensures that everyone, regardless of ability, can easily enjoy cutting-edge technology.

Lastly, understanding how challenging it can be to strike a balance between our digital and analog lives, Samsung presented the Digital Wellbeing feature, designed to help people take control and manage their digital time—so they can use technology to better our lives and empower ourselves.

For more information, images or video on the products Samsung announced at CES 2021, please visit http://news.samsung.com.

¹ 160 free channels for Samsung TV Plus are available for US users only. The Service availability may vary by region and product.

² Availability of MICRO LED will vary by region.

³ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

⁴ Specific features available may vary by region and product.

⁵ Samsung Bot Care is not currently available for sale. The described functions and technical capabilities have been demonstrated in test settings.

⁶ Samsung Bot Handy is not currently available for sale. The described functions and technical capabilities have been demonstrated in test settings.

Disclaimer: All functionality, features, specifications, and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation. Availability of the above-mentioned products, services, and features may vary by region.

“During the past year, we have witnessed the pivotal role technology played in helping us carry on with our lives and stay connected with each other,” said JH Han, President of Visual Display Business at Samsung Electronics. “Our commitment to an inclusive and sustainable future goes hand-in-hand with our relentless pursuit for innovation to meet consumers’ ever-changing needs – from reducing the carbon footprint of our products, to providing a suite of accessibility features, to offering an unparalleled viewing experience that fits each user’s lifestyle.”

A Sustainable and Accessible Future for All

Over the next few years, Samsung will embark on a journey of “Going Green” in aligning TV business operations through the following long-term sustainability programs:

• Reducing Carbon Footprint and Improving Energy Efficiency: Samsung will seek to systematically decrease its overall carbon footprint in TV manufacturing. The company will also seek to lower user power consumption and use more recycled materials across its entire TV line.
• Sustainable Packaging Design: Building on valuable consumer feedback, Samsung is expanding its award-winning ‘Eco-packaging’ design to all 2021 Lifestyle TVs and most of the 2021 Neo QLED line. This sustainable solution can upcycle up to 200,000 tons of corrugated boxes each year.¹ By minimizing text and graphic imagery on the Eco-packaging, the oil-based ink from color printing that’s traditionally used on TV boxes is eliminated, helping to further reduce waste.
• Solar Cell Remote Control: In 2021, Samsung TVs will come with a solar-powered remote control that can be recharged by indoor light, outdoor light or USB—a first-of-its-kind innovation for the brand. This will help prevent waste from a projected 99 million AA batteries over seven years.² To construct the remote, Samsung innovated manufacturing process that upcycles plastics from recyclable bottles –including 24% recycled content.³

Samsung’s 2021 accessibility features – now available on all 2021 QLED and Neo QLED models – bring the latest advances in technology and Artificial Intelligence(AI) to help more people comfortably enjoy their TV experience. The 2021 line adds new features such as Caption Moving, Sign Language Zoom and Multi-Output Audio, giving those with the hard of hearing, the deaf, people with low vision, and the blind the ability to optimize their viewing to their needs and preferences. By 2022, Samsung is committing to expand its Voice Guide feature—which provides audio guidance for people with the deaf and people with low vision. And Samsung will continue to develop new AI based features to enhance the accessibility of Samsung TVs in the years to come.

Neo QLED Takes a Quantum Leap in TV Display Technology

Samsung is introducing a whole new display technology, Neo QLED, to its flagship 8K (QN900A) and 4K (QN90A) models. Samsung is taking QLED to the next level enabled by new light source, Quantum Mini LED precisely controlled by Quantum Matrix Technology and Neo Quantum Processor, a powerful picture processor optimized for Neo QLED.

Samsung designed the Quantum Mini LED to be 1/40 the height of a conventional LED. Instead of using a lens to disperse light, and a package to fix the LED in place, the Quantum Mini LED has incredibly thin micro layers filled with many more LEDs. Quantum Matrix Technology enables ultra-fine and precise control of the densely packed LEDs, preventing blooming—and allowing viewers to enjoy content as its meant to be seen. Neo QLED increases the luminance scale to 12-bit with 4096 steps; this helps make dark areas darker and bright areas brighter, resulting in a more precise and immersive HDR experience. And Neo QLED benefits from Samsung’s proprietary, powerful Neo Quantum Processor with enhanced upscaling capabilities. By using up to 16 different neural network models, each trained in AI upscaling and deep learning technology, the Neo Quantum Processor can optimize picture quality to 4K and 8K picture output regardless of the input quality.

Samsung’s 2021 Neo QLED 8K features a new Infinity One Design—a nearly bezel-less screen providing an even more immersive viewing experience in a sleek design and form factor. And Neo QLED 8K’s attachable Slim One Connect box—an all-new cable management system that can be attached to the TV’s back—allows for an easier install and cleaner aesthetic. The 2021 Neo QLED 8K also packs in several premium, room-filling audio features; Object Tracking Sound (OTS) Pro’s dynamic sound corresponds to the movement of objects on screen, and SpaceFit Sound analyzes the installed TV’s physical environment and outputs immersive sound tailored specifically to your space.

Samsung’s 2021 Neo QLED 8K and 4K models offer smart features that expand the role of the TV and help consumers meet their changing needs when it comes to fitness, entertainment and the home office.

• Samsung Health seamlessly transforms the home into a personal gym, and the new Smart Trainer feature tracks and analyzes posture in real time, just like a personal trainer. During and post-workout, Smart Trainer provides feedback on form, helps you count your reps, and estimates calories burned. With video and interactive training via Bixby-enabled voice control, Samsung Health Smart Trainer elevates and personalizes the home workout experience.
• With two new exclusive features, Samsung is delivering the ultimate TV gaming experience. Super Ultrawide GameView gives gamers the option to play not only at the wide 21:9 aspect ratio, but even at the ultrawide 32:9 ratio. The wider field of view ensures gamers don’t miss a moment of the action. And Game Bar lets players quickly monitor and adjust critical aspects of play—whether that’s switching aspect ratios, checking input lag, or connecting a headset. Finally, FreeSync Premium Pro minimizes stuttering so players enjoy smooth picture quality throughout gameplay.
• With Google Duo, consumers can use their phone to initiate a high-quality, high-speed video call that up to 32 people can join—no matter which operating system they’re using. With Google Duo app, you can make video calls directly through an optional USB-connected And with smart camera solution, the camera can follow your movements. It will automatically zoom in and out so you’re just the right size, always in focus.
• PC on TV on Samsung devices allows consumers to connect a PC to the TV, enabling working and learning from home through the TV screen with a connected mouse, keyboard, and PC. Consumers can also directly access MS Office 365 through the TV’s web browser to create and edit documents. Simply install an Easy Connection app on your computer and log into your Samsung Account—and your TV will automatically connect to your PC, making working from the living room seamless.

Opening a New Era of Breathtaking Picture Quality and Design With MICRO LED

In 2021, the promise of Micro LED comes home. With the new MICRO LED line, Samsung has made Micro LED available in a traditional TV form factor for the first time—bringing consumers a breathtaking visual experience on an ultra-large next-generation screen.

Available in 110’’, 99’’, and smaller sizes by the end of the year, the new MICRO LED line uses micrometer-sized LED lights to eliminate the backlight and color filters utilized in conventional displays. It is self-illuminating, producing stunningly lifelike colors and brightness through its 24 million individually controlled LEDs. And with a Monolith Design defined by over 99% screen-to-body ratio, all you will see is the breathtaking picture quality.

Samsung has innovated its Smart TV features to take advantage of the new MICRO LED line’s massive screen. For example, consumers can use the 4Vue(Quad View) feature to comfortably watch up to four different content sources simultaneously on one screen. Viewers can connect multiple external devices to keep up with multiple playoff games at once, or stream a walkthrough while playing a video game—all in stunning quality and size.

Finally, the new MICRO LED’s dynamic audio experience is just as immersive as its visuals. With Majestic Sound, it delivers breathtaking 5.1 channel sound with no external speaker—transforming any room into a luxurious home theater.

Enhancing the Award-Winning Lifestyle TV Portfolio

Samsung is also making enhancements to its 2021 Lifestyle TV line with new design and form factors to reflect the changing interests and tastes of consumers. Since launching in 2017, The Frame has redefined the television, transforming displays into stunning works of art, with over one million units sold.

The 2021 version builds on The Frame’s innovative legacy, offering a more customizable experience in a slimmer form. The Frame is about half thinner⁴ compared to previous iterations, mirroring the depth of a traditional picture frame. New attachable bezel options come in five color options and two different customizable styles—Modern and Beveled—to match the aesthetic of whatever room The Frame is in.

With a subscription to The Frame’s all-new Art Store, consumers will be able to enjoy 1,400+ carefully curated pieces. Samsung’s new AI-based auto-curation technology better analyzes individual consumer preferences to recommend artwork.

With near-endless options for customization, Samsung’s lifestyle TV portfolio including The Frame, The Serif, The Sero, The Terrace and The Premiere immediately upgrade the décor of any home.

For more information on Samsung’s 2021 TV lines, please visit https://www.samsung.com/.

¹ Based on internal research.

² Based on internal research. Results may vary upon usage circumstances.

³ Based on internal research.

⁴ 46% slimmer than the previous models.

* Revision has been made from ‘AAA batteries’ to ‘AA batteries’ with regards to the Solar Cell Remote Control on March 4, 2021.

This year, the Galaxy Note20 5G/Ultra 5G and Galaxy Buds+ BTS Edition were among Samsung’s Best of Innovation award winners. Samsung’s award-winning Honorees span a range of categories, including Accessibility, Computer Accessories, Computer Hardware and Components, Digital Imaging/Photography, Embedded Technologies, Fitness & Sports, Gaming, Headphones & Personal Audio, Health & Wellness, Home Appliances, Home AV Components & Accessories, Mobile Devices and Accessories, Smart Home, Software and Mobile Apps, Streaming, Sustainability, Wearables, and Visual Displays.

The CES Innovation Awards are sponsored by the CTA, the owner and organizer of CES – the world’s largest and most influential technology event. CES 2021 will be the organization’s first-ever, all-digital event, taking place January 11-14. In addition, Samsung will be holding a virtual press conference at CES on January 11 at 9:00 AM ET, which will be live streamed as well on Samsung Newsroom and Samsung.com.

Following are details of the selection of Samsung’s award-winning products:

Best of Innovation, Headphones & Personal Audio: Samsung Galaxy Buds+ BTS Edition – A CES 2021 Best of Innovation winner, the Galaxy Buds+ BTS Edition offer studio-quality audio for music listeners everywhere. With sound by AKG, along with an innovative two-way speaker system, users enjoy crisp sound with rich treble and deep bass. Its Ambient Sound technology allows users to choose how much background noise gets in, while an innovative three-microphone system offers crystal clear call quality. These earbuds are powered by an all-day battery—and can generate an hour of charge in just minutes. Finished in a signature B.Purple, these earbuds don’t just provide a superior listening experience—they also offer bold, game-changing aesthetics.

Best of Innovation, Mobile Devices: Samsung Galaxy Note20 5G/Ultra 5G – A CES 2021 Best of Innovation winner, the Galaxy Note20 5G is Samsung’s most powerful Note series yet — it works like a computer and lets you game like a pro wherever you go. Galaxy Note20 is equipped with an immersive display, pro-grade camera, lightning-fast processor, industry-leading productivity solutions and a more intuitive note-taking experience with an enhanced S Pen. It’s a productivity powerhouse that gives you the freedom to get more done in work, play and everything in between.

Eco-Design Award, Sustainability: Samsung Galaxy Buds Live – Galaxy Buds Live are the ultimate lifestyle earbuds, combining all-day comfort, sophisticated style, and cutting-edge audio technology—as well as sustainable sourcing and design. These earbuds offer a superior listening experience, equipped with Active Noise Cancellation for Open Type, and an advanced three-microphone system. They’re also among the most eco-conscious earbuds on the market, manufactured with recycled post-consumer materials and engineered with interchangeable parts that increase product lifespan and reduce landfill waste. Elevate your audio experience with Galaxy Buds Live: earbuds that look chic, sound great, and do right by the environment.

Innovation Honoree, Health & Wellness: Samsung Galaxy Watch3 – Galaxy Watch3 is a versatile smartwatch that brings together luxury design, ergonomic fit, and a comprehensive wellness experience. Built with premium materials and an elegant rotating bezel, Galaxy Watch3 boasts the craftsmanship of a luxury timepiece, while still offering all-day comfort. This device has all the tools you need to take ownership over your health. Stay in shape with next-generation fitness tracking and run coaching; improve recovery with advanced sleep scoring; monitor lung function with VO2 max and blood oxygen(SpO2) readings; and keep tabs on heart health with FDA cleared ECG monitoring. Experience an entire Galaxy of innovative features, right there on your wrist.

Innovation Honoree, Mobile Devices and Digital Imaging: Samsung Galaxy Z Flip 5G – Galaxy Z Flip 5G brings blazing-fast speeds to the stylish foldable smartphone. The Galaxy Z Flip 5G features a unique Hideaway Hinge so the device can stay open at a range of angles, like a laptop screen– perfect for hands-free selfies and video chats. And with Flex mode, the 6.7” display automatically splits into two screens so you can easily view content on the top half of the display, and control them on the bottom half.

Innovation Honoree, Mobile Devices: Samsung Galaxy A51 5G – Samsung’s Galaxy A51 5G combines the power of 5G connectivity with the mobile innovations consumers care about most—an immersive display, a multi-lens camera system, long-lasting, Fast Charging Battery and sleek design. With 5G connectivity, users can access the latest network speeds to unleash new mobile experiences like seamless gaming, enhanced video chatting and higher quality streaming. Samsung is making 5G more accessible by harnessing next generation connectivity at a great value, paired with leading innovations for the perfect balance of new features and affordability. Now, Galaxy A51 5G lets you connect, create, and share content faster than ever before.

Innovation Honoree, Software & Mobile Apps: Samsung Wireless DeX – Samsung DeX, a proprietary productivity platform built into compatible Galaxy phones and tablets, lets users project a full desktop experience to an external screen, no matter where they are. In 2020, it received a major upgrade – Samsung DeX is now wireless, with no need for dongles and cords. For the first time, DeX allows users to wirelessly connect via compatible devices to Smart TVs and monitors using Miracast technology. Apps optimized for DeX look and function similar to those in a PC environment, allowing users to experience full computing with the power of a computer in their pocket.

Innovation Honoree, Streaming: Samsung TV Plus – Samsung TV Plus is Samsung’s Smart TV video service, delivering free TV and instant access to over 160 channels, spanning top news, sports, entertainment and more. Pre-installed on all 2016-2020 Samsung Smart TVs and available for free download on select Galaxy mobile devices, millions of people already use Samsung TV Plus, making it one of the top OTT services on the Samsung Smart TV platform. Users can instantly watch Samsung TV Plus for free with just an internet connection—no subscriptions, no credit cards, just free TV.

Innovation Honoree, Video Displays and Digital Imaging/Photography: Samsung The Premiere – The Premiere LSP9T is the world’s first HDR10+ certified, ultra-short throw (UST) projector. Instead of being set up at a distance or mounted to the ceiling, The Premiere can be positioned inches from the wall—and project a massive 130” image. With triple laser technology, 4K picture quality, and vivid brightness, The Premiere delivers an immersive viewing experience. Meanwhile, its built-in, multi-channel speakers deliver cinema-quality sound with Acoustic Beam technology. And it features Samsung’s smart TV Tizen platform, complete with built-in streaming apps and content casting functionality. The Premiere delivers a premium, big-screen home entertainment experience while seamlessly blending in.

Innovation Honoree, Home Audio/Visual Components & Accessories: Samsung The Terrace Soundbar – Complementing Samsung’s first outdoor TV, The Terrace Soundbar is best in class IP55-rated for weather resistant durability against water and dust and optimizes sound for an unparalleled outdoor entertainment experience. The sleek, slim Soundbar can be mounted to a wall, or directly to The Terrace TV. The Soundbar delivers powerful, crisp audio. Wherever you are in the backyard, you won’t miss a second of action. Cast audio from your devices or sync your TV and speaker. The Terrace Soundbar’s distortion cancelling technology helps it deliver a deep, clear bass sound from its built-in woofers. Its adaptive sound optimizes content scene-by-scene, making speech clear at low volumes.

Innovation Honoree, Computer Hardware/Components: Samsung SmartSSD Computational Storage Drive (CSD) 4TB — Consumer-facing datacenter architecture requires large frequent transfers between the CPU, GPU, SSDs and RAM. SmartSSD CSD gives processing power to the solid state drive itself, to enable concurrent processing of large amounts of information. Based on FPGA and PCIe Gen3 solid state technology, the SmartSSD CSD delivers extremely high performance, outstanding power efficiency and top-notch reliability, for applications targeted at AI analysis, big data and IoT applications.

Innovation Honoree, Embedded Technologies, and Computer Hardware/Components: Samsung uMCP (UFS 3.1 256GB + LPDDR5 12GB) – The first combination of 10nm-class 12GB LPDDR5 mobile DRAM and sixth-generation V-NAND 256GB Universal Flash Storage (3.1), Samsung uMCP represents an industry-leading, more energy efficient step toward greater use of premium high-speed, low-power mobile memory. Samsung’s uMCP also enables commercialization of higher resolution displays such as 4K/6K into mobile devices, and exceptionally smooth multi-tasking.

Innovation Honoree, Health & Wellness: Samsung LM283N+ – Revolutionary indoor lighting solution to help people improve their melatonin level in a way that’s similar to natural lighting. The LM283N+ DAY helps individuals to obtain a higher level of concentration, while LM283N+ NITE enables better sleep, regardless of a light’s color temperature. The LM283N+ can be used in retrofit bulbs for use in existing desk or bedside lamps.

When it comes to decorating our homes, we like to surround ourselves with items that reflect our unique tastes and personalities. This applies not just to things like furniture, artwork and knickknacks, but devices as well, including TVs.

Samsung’s introduction of the ‘lifestyle TV’ has revealed new and dynamic ways to enhance our homes to suit our style. With the holidays coming up, now’s the perfect time to explore what the company’s versatile lineup has to offer.

Read on for a handy gift guide covering the ins and outs of Samsung’s lifestyle TVs, as well as the best holiday gifts to pair with each one.

With its elegant bezels and modern look, The Frame is a lifestyle TV for those who truly love art. The TV’s built-in Art Mode transforms your living space into your own personal art gallery, allowing you to decorate your home with approximately 1,400 artworks from world-renowned artists and galleries.

To add an extra touch of realism, the TV includes a function that mimics the texture of canvas, making its digital reproductions look as detailed as the real thing. Its bezel is detachable and magnetic, and can be easily swapped with bezels of different colors to suit your taste, décor or artwork.

Those who like The Frame may also like:

• 1) A Hand Drip Coffee Set: When enjoying art, a fresh cup of coffee – especially a rich and aromatic hand-drip – can help you destress and really focus on what you’re viewing.
• 2) Coloring Books and Colored Pencils: We’ve all got a creative side. Why not take some inspiration from The Frame and create your very own works of art?
• 3) Scented Candles: Not only are pleasant scents relaxing, they can also add an elegant, gallery-like atmosphere to your home.
• 4) Flowers and Vases: Placing just a few tasteful vases around the house can do wonders for your interior. Cotton flowers are great for adding a wintry touch to your home gallery.

Co-created with French furniture designers Ronan & Erwan Bouroullec, The Serif gained acclaim as a furniture-like TV with its distinctive I-shaped design. The Serif is perfect for those who appreciate interior design. The TV’s striking form is complemented by a likewise eye-catching floor stand¹ that makes the device feel like an objet d’art. For eco-friendly consumers, The Serif comes with ‘eco-packaging’ – a new kind of product packaging that facilitates the upcycling of the boxes, to easily make a small table, shelves or a cat house.

Those who like The Serif may also like:

• 1) Rugs: An elegant rug nicely complements a standing TV. If you plan on placing The Serif in your living room, we recommend a rug made with high-density fibers. If you want to use the TV in your bedroom, we recommend creating a soft atmosphere by choosing a rug that features colors or patterns that complement your bedding.
• 2) DIY objet and Ornaments: The top of The Serif can be used as a shelf to hold souvenirs and other items that express your individuality.
• 3) Mini Flowerpots: The Serif’s eco-friendly packaging introduces the concept of upcycling to TV packaging design. After using the packaging to create small items of furniture, you can decorate your furniture, or The Serif itself, with miniature flowerpots.

The Sero – the TV that rewrote the rule that said TVs should only be used horizontally – is ideal for digital natives who enjoy watching content on their mobile device. The Sero’s rotating design and seamless screen-mirroring function allow you to immerse yourself in your favorite content, whether it’s in portrait or landscape. The TV also features a powerful, 4.1-channel, 60-watt (W) audio system that transforms your living room into a party zone with rich, full sound.

Those who like The Sero may also like:

• 1) Board Games: Like The Sero, board games are all about having fun at home. They’re especially fun to play during the holidays, as they amplify the season’s festive atmosphere.
• 2) Meal Kits: What would a party be without good food? If you’re all thumbs when it comes to cooking, simple and delicious meal kits are a great lifehack.
• 3) Workout Gear: The Sero’s mounted wheels make it easy to move around the house, allowing you to transform any room into a home gym.

Those who like watching movies on a big screen with powerful sound will love The Premiere – Samsung’s new, ultra-short throw laser projector, which can be placed against a wall and supports screen sizes of up to 130 inches.

The Premiere is exceptionally easy to install, and supports vivid 4K picture resolution. The projector’s triple laser technology delivers revolutionary contrast details, while its 4.2-channel, 40-watt (W) speaker and woofer setup and Acoustic Beam surround sound envelop viewers in rich, room-filling audio. Such immersive audio and image performance make watching movies at home a cinematic experience.

Those who like The Premiere may also like:

• 1) A Popcorn Maker: Popcorn is the perfect snack for watching movies. Having the option to pop your own takes the entire experience to the next level.
• 2) A Cushion or Neck Pillow: You’ll want to be comfortable when you settle in to watch your favorite films. We recommend a comfy cushion that supports good posture, along with a pillow that can help keep your neck from feeling stiff when lounging during movie marathons.
• 3) A Wearable Blanket: Blanket technology has really come a long way! ‘Wearable blankets’ are just as cozy as normal ones, and even include pockets for holding things like remote controls while you watch a movie.
• 4) An Eye Mask: This is a must-have item for those of us who like to binge-watch shows until late at night. After you head to bed, a comfy eye mask like this will block out sunlight so you can sleep late into the morning (or the afternoon)!

¹ Sold separately

Our homes are the spaces that best represent our personal preferences, needs and tastes, much of which presents itself in the way in which we arrange the objects in our living spaces. Understanding that such organization techniques and choices are crucial to users when looking for pieces to add to their homes, the designers at Samsung Electronics have been pursuing a design direction that prioritizes how an object will blend into customer’s homes as well as their everyday lives.

Samsung’s The Serif, released in 2016, was the beginning of the solidification of this design direction as the company began to introduce lifestyle television products. Similarly, The Frame’s picture frame-like design allows the TV to serve as an artistic object when switched off, and The Serif blends in naturally to a space’s aesthetic due to its furniture-like design. Samsung’s latest product, lifestyle projector The Premiere, follows this design trajectory, too.

When designing The Premiere, Samsung’s designers deliberated constantly over not just the purpose of the product, but also the user experience it could offer. Accordingly, The Premiere was designed in consideration of the entirety of a user’s daily life as opposed to just those moments of downtime enjoying content, resulting in a design that truly gives back to the space it is placed in.

A Seamless Match With Any Environment

“The Premiere can be used in living rooms or bedrooms just like a normal TV, following a change in usage habits that has become the focal point of all our latest designs,” noted Sungil Bang, designer at the Product Design Group of Samsung’s Visual Display Business. Rather than being a product that is used just occasionally, the designers of The Premiere visualized an ultra-short throw projector product that is used frequently while being stored in a way similar to how users position their television sets. The Premiere’s main purpose is to provide users with cinematic experiences at home, but the designers looked beyond this simple role to explore how the product’s design could complement the space in which it is placed.

“The Premiere is a premium home appliance equipped with advanced technology,” noted designer Jigwang Kim. “However, despite its special functional offering, a projector can become less appealing when its design ruins the aesthetic of a home. We worked to create a design mockup and then verified its appearance within a space in order to confirm our conviction that we were creating a product that can truly become one with its environment.” As a result of this process, The Premiere’s material, appearance, color and size were all designed with the user environment in mind.

A Projector With a Natural Touch

Rather than appearing as just another rigid electronic device, The Premiere is finished with fabric materials that help the product merge naturally into any space. Kvadrat textiles are known for the premium colors, textures and finishing they offer interior design products, and was therefore a natural choice to complement The Premiere’s design aesthetic. However, the process of including it in the product was not initially simple: due to the tight weave structure of Kvadrat fabrics, there were concerns the sound quality would be affected when the speakers were covered. Therefore, after much effort and trialing, a new fabric was developed with an increased aperture ratio built into its woven structure that would provide a high-quality aesthetic while also maintaining sound quality.

Refined Lines and Minimal Space

It takes a trained eye to achieve harmony within one’s home, given the range of objects and appliances each person has and the level of personalization they might wish to achieve. The Premiere features a smooth, refined design that is free of any superfluous accents and instead boasts a minimal and rounded shape with a slim silhouette. Its appearance allows it to harmonize well with any and every object, be it placed on a table or a book cabinet.

In order to achieve this appearance, the biggest hurdle faced by the designers was reducing the overall size of the product. The more advanced the technologies there are in a product, the bigger a product tends to become, but The Premiere’s designers were set on crafting a softly-shaped object as opposed to having a larger or rectangular-shaped design. It was by finely adjusting the position of the product’s circuit, lens, speaker and fan that this design was achieved, and not without constant correction of various curves and discussions with related teams. Furthermore, The Premiere’s softer color tone was chosen over more striking shades so that the projector gives a warm and elegant impression to users.

Designing a Product for Every Aspect of Daily Life

“We made sure that the natural aspects of the design complemented the actual user experience of The Premiere,” stressed designer Junpyo Kim. In order to match the exterior design with the simple, easy-to-use nature of the product, the designers considered the everyday use habits for a product like The Premiere, noting that, for the most ideal viewing experience possible, such tasks as closing the curtains, installing additional equipment or purchasing separate speakers should be made obsolete.

“We wanted to make sure the product could be used effortlessly by users, so our aim was to remove the need for them to adjust their environment according to the product,” highlighted designer Byungwook Kang. “This intent, which we included at every stage of the design process, accompanies the integration of new technologies in The Premiere that facilitate new viewing experiences and habits.” Such new technologies include The Premiere’s rich, three-dimensional sound that requires no extra speakers, clear image brightness and accurate, vivid image coloration, as well as the ultra-short throw technology that overcomes the limitations of where a projector needs to be placed to ameliorate the daily lives of users.

Keeping It Close and Easy

The position of a domestic product in the home will usually depend on its function. With a product like a lifestyle projector, this positioning can get quite complicated, as users have to consider installation requirements and habitual movement paths. The Premiere comes with none of these worries, as it can be placed freely wherever a user desires with no excessive installation required. The Premiere shoots its laser beams upwards rather than to the front thanks to its ultra-short throw technology, ensuring a large screen for viewers even when it is close to the wall and opening up the options for users to place and enjoy the lifestyle projector wherever they would like.

Vivid Color in Any Light

Clear picture quality is a necessity for the proper enjoyment of large screens (up to 130 inches), wherever a viewer may be sitting. Further to this, for maximum impact, the colors of content should be as vivid and as bright as a movie screen whatever the time of day the content is being enjoyed at. This is why The Premiere features a triple laser and HDR10+ technology for maximum color expression, and thanks to its contrast ratio of 2,000,000:1, every little detail is emphasized. Finally, its maximum brightness of 2,800 ANSI-Lumens means that external lighting is not a barrier for viewing enjoyment. If the value of The Premiere’s technologies is in how they enable users to enjoy crisp picture quality in any environment, the value of its design is in how it enables the product to provide this user enjoyment in any space.

Ample Sound, All by Itself

Sound is one of the elements that truly define a remarkable home cinema experience. Since the performance of speakers mounted on projectors is usually not enough to provide an immersive cinematic experience, users normally have to install extra speakers in order to achieve the desired quality of sound. However, The Premiere introduces a whole new world of on-device sound quality. The Premiere’s all-in-one speaker is equipped with a woofer and an acoustic beam with a powerful output that emits sound through 44 audio holes on both the left and right hand sides of the device to create a truly three-dimensional sound experience. The product’s acoustic beam technology is structured similarly to wind instruments, with holes punctured through long tubes to achieve an immersive sound quality. While these tubes require a certain amount of space within the product, the designers went to extra lengths to ensure this wouldn’t affect its overall size by creating precise internal designs that allowed for the surround sound technology within a small exterior form.

The Premiere was designed to be a product that complements its environment seamlessly as opposed to standing out. This aesthetic decision was one made unanimously by the Samsung team in order to craft a product that understood its users and could suit actual situations, preferences and environments. Thanks to this approach, The Premiere features a design that blends naturally into everyday life and can fit comfortably into any environment.

* The images featured are simulated and for illustration purpose only. The actual product may differ from the images shown below.

* This product does not require the installation of an additional screen and can project onto flat monotone surfaces that are in white or bright colors. For an optimal projection environment, users are recommended to use a customized screen made for an ultra-short throw projector.

Not only does The Premiere bring a maximum screen size of 130 inches to life wherever you may want it, it is simple and easy to install so that you can create a small cinema of your own anywhere in your home. Samsung Newsroom tried out The Premiere to experience how the projector brings the home cinema experience to life.

Design: An Aesthetically Pleasing Shape and Finish for a Modern Touch

As The Premiere is entirely white, it is able to fit in smoothly with any interior design aesthetic. Furthermore, its rounded edge is accentuated with a Kvadrat fabric finish to evoke cozy and modern simplicity.

How to Use: Easy Placement Against Any Wall

When you think of installing projectors, the first thing that might come to your mind is a myriad of cables, fixtures and other components. However, The Premiere’s installation is as simple as plugging in its power cable and connecting it to a wireless network, meaning that even the least tech-savvy of users can set up the projector with ease and start using it quickly and seamlessly.

What makes this easy installation possible is the way in which The Premiere has been designed to project. Compared to conventional projectors which require up to 3 or 4m of distance from the wall in order to provide big-screen projections, The Premiere is an ultra-short throw projector capable of creating a screen size of 100 inches when placed between 11.3cm and 30.3cm away from the wall.¹ To put it simply, there is no need to rearrange your interior design in order to install your new projector – The Premiere necessitates just some simple organization to accommodate its easy installation. Furthermore, The Premiere possesses a compact size that means users can easily install and rearrange the projector on their own.

Picture Quality: Vibrant 4K Resolution, Regardless of Disruptions

The Premiere is available in two models – a Triple Laser-enabled model (LSP9T) and a Single Laser-enabled model (LSP7T). Samsung Newsroom tried out the Triple Laser model that features an RGB of red, green and blue colors as its laser source.

The Premiere elevates the color display of its projection to 147% of the DCI-P3² color gamut – capable of bringing a sunset shot, for example, to life. Users can enjoy truly authentic renderings of the unique colors and vibrant tones of all their favorite iconic scenic shots.

In order to allow users to enjoy the screen during daytime conditions, The Premiere features high brightness and contrast ratio levels. The projector tops out at 2,800 ANSI lumens³ of brightness, the equivalent brightness of 2,800 candles. On top of that, as The Premiere’s 2,000,000:1 contrast range delivers all the most subtle contrast differences, users can enjoy a cinema-like experience wherever they want.

So what about The Premiere’s screen size, one of its unique features? The Triple Laser-enabled model allows you to enjoy a screen of up to 130 inches in size when the projector is placed 23.8cm away from the wall. Regardless of where a user is seated, the 4K screen is capable of showcasing content in all its glory at any angle, meaning that friends and family alike can benefit from the experience.

Sound: Immersive Audio with No Extra Speakers Required

As virtual concerts become more and more accessible these days, users have many ways to connect with their favorite artists while at home. The Premiere is capable of bringing an immersive concert experience right to you in your living room as it is equipped with 40W of premium speakers and woofers built directly into the projector and enhanced with Acoustic Beam technology to maximize sound from all angles. As the sound is emitted from 44 sound holes on both sides of the projector, there is no need to install extra speakers as the sound permeates the entire room to provide you with a captivating audio experience.

Smart TV Features: Seamless Support for Voice Recognition, Mobile Connectivity and Gaming

The Premiere provides users with a full smart TV experience through access to all kinds of content when connected to the Internet. Once you’ve connected to a wireless network and entered the Menu, a range of content from providers such as Netflix, YouTube and Amazon Prime Video are available – and you can even search for the content you want to watch using voice recognition.

The Premiere also supports Tap View to allow you to share what you are viewing on your smartphone⁴ onto its bigger screen. By gently touching the side of The Premiere with your smartphone, the content playing will be mirrored automatically onto The Premiere’s screen. If you’re looking to quickly showcase pictures or videos you’ve taken to family and friends on a bigger screen, this feature can come in particularly useful.

The experiences recounted above are just the beginning of all the different ways you can enjoy The Premiere. Users can enjoy the ultimate in gaming experiences thanks to its high-quality screen and exceptional sound. The Premiere comes with three HDMI ports and one USB port to enable seamless connection to a gaming console.

As an easy-to-install projector with a maximum 130 inch-screen size and vibrant color, The Premiere breaks down any stereotypes about projectors. If you’re looking for a television that offers space-saving efficiency and the ultimate in immersive viewing experiences provided by ultra-high definition screen quality, large screen size and exceptional sound, The Premiere is the right choice for you.

* The images shown in this article are simulated.

¹ In order to create a projection screen size of 100 inches, The Premiere LSP9T model needs to be 11.3cm away from the wall and The Premiere LSP7T needs to be 30.3cm away.

² Digital cinema color standards for projecting digital film

³ The level of brightness based on American National Standards Institute (ANSI)’s standard for expressing the brightness of how a projector projects.

⁴ Available for Galaxy smartphones with Android 8.1 or above. Feature is operational when both the mobile device and The Premiere are switched on.

The Premiere, announced on September 2, is Samsung’s newest ultra-short throw projector.¹ Underpinned by Samsung’s unique TV technology expertise, the new solution delivers 4K picture quality, space-filling sound, a refined design and a host of new smart features to make the viewing experience a scintillating pleasure. Needing to be placed only 11.3cm away from the wall or screen, The Premiere projects a screen of between 100 and 130 inches to take high-quality viewing to the next level. Below, we look into the innovative features offered by Samsung’s newest addition to its lifestyle TV line-up to find out just how it is serving to elevate the user experience.

Great Picture Is Worth a Thousand Words

Immersion is the name of the game when it comes to the remarkable picture quality offered by The Premiere. Equipped with cutting-edge Triple Laser² technology, The Premiere delivers outstanding picture quality and brightness, providing the user with an effective in-home cinema viewing experience. In addition to supporting 4K picture resolution, The Premiere is the world’s first HDR10+ certified projector.

As far as color, The Premiere’s RGB Triple Laser uses the foundational elements of color – red (R), green (G), and blue (B), to deliver true, vibrant tones. The projector also covers 106% of BT.2020, a standard that measures how much color can be represented and establishes the widest display color gamut (147% of the DCI-P3 color gamut). With a ground-breaking contrast range that tops out at 2,800 ANSI lumens of brightness, now users can experience vivid light and dark scenes on a screen of up to 130 inches in size, all in the comfort of their own homes.

Permeate Your Room With Sound

But what would exceptional picture quality be without potent, impactful sound to underpin it? Equipped with 40W³ of premium, room-filling sound, The Premiere features 4.2 channel sound with speakers and woofers built right into the projector, removing the need for users to clutter their space with additional sound equipment. What’s more, the surround sound offered by The Premiere is empowered with Acoustic Beam technology, which maximizes left and right-side sound delivery for a truly immersive audio experience.

Designed To Complete Your Space

The days of installing complex, unaesthetic components in your spaces are coming to an end. In The Premiere, Samsung has combined its one-of-a-kind viewing technology with its award-winning lifestyle product portfolio to deliver a solution that offers both genre-defining performance and sleek, attractive design.

Boasting a minimalist white design, rounded edges and an aesthetically pleasing fabric finish, The Premiere is ready to serve as the centerpiece for your home. In addition to its appealing look, The Premiere remains compact and unobtrusive, with its ultra-short throw capabilities meaning that it can be placed right in front of the wall without the need for disruptive placement elsewhere in the room. Requiring no complex installation and proving a match for changing lifestyle and interior décor trends, The Premiere harmonizes your space and serves to add to the aesthetic value of your room.

A Comprehensive Smart TV Experience

The Premiere projector doesn’t ask you to compromise on services or connectivity either. Compatible with multiple voice assistants and providing access to the Samsung Smart TV UI, The Premiere provides a full smart TV experience with access to Netflix, Amazon Prime Video, YouTube, and more.

What’s more, Samsung’s newest projector provides the same mobile connectivity options as the company’s smart TV range as well, offering features such as ‘Tap View’ and among others.

The Premiere offers gamers a fantastic experience too, providing all of its picture and sound benefits in addition to lower input lag to ensure that gamers can get fully absorbed in high-quality gameplay. With an expansive range of smart and highly capable features, The Premiere ensures that users of all kinds never have to compromise again.

Outstanding picture, sound and usability, all in an attractive package that sets off your room ­­– Samsung delivers it all in The Premiere. And now, with Samsung’s all-in-one projector offering all of the features and usability of the company’s acclaimed Smart TV platform, users are ready to bring cinema-like viewing to life without ever having to leave home.

¹ The Premiere is available in LSP9T and LSP7T models and the feature may vary by models.

² Available on LSP9T model

³ Available on LSP9T model

Samsung Electronics announced its all new 4K Ultra Short Throw laser projector, The Premiere, at its virtual press conference event “Life Unstoppable” on September 2nd. The new 4K laser projector provides a big picture cinematic experience in the comfort of one’s home. The Premiere is the new anchor product in the award-wining Lifestyle product portfolio that now transcends the display experience – without the display.

Samsung will begin to rollout The Premiere globally starting from the US, Europe, Korea, and other regions later this year.

The Premiere will be available up to 130- and 120-inch models – LSP9T and LSP7T respectively – that support a laser powered 4K picture resolution. The Premiere LSP9T is the world’s first HDR10+ certified projector with triple laser technology and delivers revolutionary contrast details as the user watches from bright to dark scenes with a peak brightness of up to 2,800 ANSI lumens. The Premiere also supports Filmmaker Mode for the first of its kind as a projector allowing users to enjoy watching movies as director intended. The smart projector comes equipped with Samsung’s Smart TV platform and experience full of streaming video apps from major content partners and mobile connectivity features such as Tap View and mirroring.

The Premiere comes in an all-in-one compact, space-saving design that blends into a variety of living room settings and arrangements. As it is an ultra-short-throw projector, The Premiere can be placed just in front of the wall. It is designed for an easy-to-install set up and sports fabric finishes around its edges to harmonize different environments. The Premiere has powerful built-in woofers and Acoustic Beam surround sound, providing one of the best cinema experiences of projectors on the market today and reduces the need for additional bigger sound equipment in tighter spaces.

“Over the past few months, we have seen how consumers are spending more time at home and how the role of everyday life continues to change. TV has become the center of entertainment, a fitness partner, a co-worker and a source for news,” said Jongsuk Chu, Executive Vice President of Visual Display Business at Samsung Electronics. “The Premiere re-imagines the home cinema experience with an all-new, compact design, 4K picture quality and big sound for tight spaces that can be used for any at-home activity and living room arrangements.”

Samsung first launched its Lifestyle product portfolio with The Serif in 2016 and has since expanded it to the award-winning TV line-up of The Frame, The Sero and The Terrace. By enhancing elements that speak to the consumer passion points for art, interior designs and the mobile experience, Samsung’s Lifestyle product line-up functions have evolved to become a central hub for a wide array of lifestyles.

Samsung Electronics today announced its latest advancements in mobile, wearables, TV, audio and home appliances with virtual experience, ‘Life Unstoppable’ to show how the 2020 line-up will enhance today’s connected lifestyles.

The ‘Life Unstoppable’ virtual world marks a new era of innovation and is one of many ways Samsung continues to push the boundaries of what technology can do. The pioneering and immersive virtual world brought Samsung’s human-centred innovations to life in a new, gamified experience.

This year, consumers’ relationship with technology has become even more integral as they have looked to stay connected to the outside world. Samsung technology defies limits, bringing together all elements of living, working, and entertaining, with products that seamlessly connect with one another for the most intelligent experience.

Today, the brand showcased its latest bold, revolutionary products including:

• The global reveal of its latest lifestyle product, The Premiere – a smart projector which takes home entertainment to the next level
• Odyssey G5 as Samsung monitors continue to pioneer the gaming experience
• Brand-new additions to the expanded Galaxy portfolio with Tab A7, Galaxy Fit2, A42 5G and Galaxy Z Fold2
• Wireless Charging Trio to help people keep up with demanding lifestyles
• RB7300T Classic Refrigerator with SpaceMax technology and the customisable Bespoke refrigerator range, all making their European launch
• WW9800T Washing Machine and DV8000T Tumble Dryer, both with smart learning solutions and auto-linking capabilities

“This year has seen us completely re-evaluate our relationship with technology, in a way that no-one could have expected,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At Samsung, we not only embrace these changes, but aim to stay one step ahead – already innovating with the future in mind. We are relentless in our mission to create bold, revolutionary technology and what better way to announce our 2020 line-up than with this game-changing virtual experience. Today was just a taste of what is to come from Samsung as we continue to bring you products that fuel a Life Unstoppable.”

Benjamin Braun, Chief Marketing Officer at Samsung Europe, gives the opening speech at Samsung’s ‘Life Unstoppable’ virtual press conference

Taking the Entertainment Experience to the Next Level Both In, and Outdoors

Today we are spending an increased amount of time at home and TV, now more than ever, is something we gather around together. It connects us to the world as we watch the news and immerses us into our favourite entertainment. The appetite for the best possible TV experience has never been greater.

Samsung announced its all-new smart projector, The Premiere which gives you a big picture cinematic experience in the comfort of your own home. It comes in up to 120 and 130-inch models which save you space in the home and can be projected anywhere – all you need is a wall. A simple minimalistic design that blends into any living space, The Premiere features powerful built-in woofers, Acoustic Beam surround sound and cutting-edge triple lasers with 4K picture quality. The Premiere LSP9T is the world’s first HDR10+ certified projector so it delivers revolutionary colour and contrast that adds depth for more precise picture detail as you move from bright to dark scenes. This year, it will be available in Germany, the UK, France, Switzerland, Austria, Netherlands, Belgium, Italy, Spain, and Nordics.

This year has also seen an increase in the blurring of boundaries between indoor and outdoor space – more people want a seamless experience between the two. Samsung showcased the brand’s move into outdoor entertainment technology. The Terrace is the brand’s first screen built for outdoor viewing. The Terrace and The Terrace Soundbar have an IP55 rating protecting them from outdoor conditions such as rain, humidity, dust and insects. The Terrace Soundbar features Adaptive Sound, which analyses what you’re watching to deliver the sound quality to match. It’s the perfect companion to round out the entertainment experience. The Terrace also features anti-reflection technology to eliminate glare and its average of 2,000 nits of screen brightness and QLED 4K picture quality performs perfectly in any setting. The Terrace will be coming first to Germany, France, Italy, Spain, the UK and Switzerland in 55, 65, and 75-inch models.

Samsung’s entire TV line-up is built on a philosophy of bold, disruptive design and innovation. The portfolio offers a TV for everyone, including a world-first mobile-friendly TV, The Sero. Optimised to display content on the big screen with a single tap of your mobile, The Sero instantly mirrors your phone in QLED picture quality.

As the desire for great TV and content has never been greater, investment in the biggest and the best devices such as 8K continues. Pioneering 8K tech is something that sets Samsung apart. The flagship Q950 is a revolutionary TV with a thinner footprint than ever before – the infinity screen boasts a 99% screen to body ratio and stunningly slim 15mm profile. Alongside picture is sound and Samsung’s newest soundbars. The Q950T and Q900T have Q-Symphony that creates harmonious sound from both TV and soundbar speakers for an optimum entertainment experience (it is compatible with the select QLED TVs).

An Immersive Gaming Experience That Transports You Straight Into the Action

Gaming is an industry that continues to evolve, it’s so much more than just a first-person shooter or adventure role-play – games have become a place to connect with others and share new experiences. This year has seen gaming platforms host fashion launches, festival sets, and even Samsung’s Life Unstoppable experience.

Samsung delivers the best possible gaming experience, whether that be on-the-go through our Galaxy portfolio, such as the new Note20, or at home with our QLED TVs and Odyssey monitors. The new flagship Odyssey monitors, the G9 and G7, boast a world-first 1,000-millimetre curved screen, one millimetre response time and 240Hz refresh rate, immersing consumers in the heart of the game. The HDR10+ QLED screen brings game scenery to life in true-to-life quality with optimised brightness and contrast. The brand-new Odyssey G5, available to buy now in select countries, joins the existing Odyssey flagship models. G5 contains all the technology you expect from a Samsung gaming monitor in addition to Flicker-Free technology that reduces eye fatigue so gamers can remain at the top of their game for longer.

Pioneering Connected Mobile Innovation That Builds on Samsung’s Legacy of Bold, Intelligent Technology

This year, consumers have relied on mobile technology more than ever before. Mobile devices have facilitated everything from staying connected to loved ones and keeping on top of school or work, to staying up to date with gaming or fitness goals. Connected experiences sit at the heart of Samsung and the brand’s seamless Galaxy Ecosystem works perfectly together to help you get the most out of every moment.

With consumers working, living and entertaining in one space, the need for a compact entertainment device has never been more important. The newest addition to Samsung’s tablet family, Galaxy Tab A7 provides the ultimate solution to this. Its 10.4-inch screen housed in a symmetrical bezel with a premium metal finish provides a sleek and balanced design. With an 80% screen to body ratio, Quad Dolby Atmos speakers and long-lasting battery, the Tab A7 is the ultimate on-the-go picture and sound entertainment experience. It is also perfect for the kids with an all-new Samsung Kids app that features a variety of educational and entertaining content.

This year has seen homes double as gyms and the demand for fitness tracking wearables has increased,¹ as customers search for ways to maintain a healthy lifestyle. To answer this increased demand Samsung today announced a new wearables device, Galaxy Fit2. Galaxy Fit2 is your perfect fitness partner, with a slim lightweight design, long-lasting battery and advanced tracking features.

It automatically detects and tracks up to five different types of activity providing fitness insights such as calories burned, heart rate, distance and more. It will also monitor your sleep patterns, providing daily analysis and a unique Sleep Score. The groove design can help reduce sweating and 3D glass display comes with over 70 different face options so you can swap out to best suit your style. What’s more, it runs for up to 15 days, extendable to 21 days depending on settings and conditions, without needing to recharge;² so you can focus on your fitness goals without having to worry about running low on battery.

Galaxy 5G has transformed the connected experience and Samsung, with a large portfolio of 5G-enabled devices and end-to-end support, is uniquely positioned to make the true potential of 5G a reality. Samsung announced that a new 5G-enabled phone will be joining the Galaxy A series line-up later this year; the Galaxy A42 5G. Packed with all the features you can expect from an A Series device including a unique modern design and new quad camera layout, A42 5G boasts a 6.6-inch Super AMOLED display and instantly connects you to super-fast download and streaming. It is a device that keeps up, helping you capture and express every moment.

Last year, Samsung disrupted the industry with a revolutionary foldable smartphone. Samsung continues to pioneer the industry forward with the innovative foldable category by showing off the next generation of its foldable Galaxy Z portfolio – the Galaxy Z Fold2.

This latest innovation in foldable phone technology, now available for pre-order, builds on Samsung’s legacy of innovation – combining stunning design with revolutionary improved hardware. It comes in two colours – Mystic Black and Mystic Bronze – and thanks to unrivalled hinge technology, effortlessly moves from a 6.2-inch edge to edge cover screen display, to immersive 7.6-inch main screen 2X display when unfolded.

With technology now working harder than ever before, Samsung also recognised a need for a new charging station that can power up more of your devices simultaneously. Wireless Charger Trio is a brand-new wireless charging solution designed to charge compatible devices all at once, offering everyday convenience and ease.

Home Appliances That Help Consumers Customise Their Lifestyles and Embrace Sustainable Living

Samsung is expanding its offerings of flexible home appliances with the Bespoke refrigerator. Launching this October in Europe, the modular refrigerator can be customised in a variety of ways with easy-to-update colours and materials. The possibilities of configurations are endless with Bespoke, as it offers consumers complete flexibility to create a personalised solution for their kitchens throughout every stage of their lives.

Samsung is also paying attention to the increased focus on flexibility of consumer’s lifestyle. Recent trends are showing that consumers are visiting the supermarkets less but buying more when they do, Samsung identified a need for refrigerators that maximise your grocery shop and keep food fresher for longer. The RB7300T Classic Refrigerator offers revolutionary storage capacity thanks to Samsung’s unique SpaceMax technology that allows for up to 385 litres of storage and three different height options, so you can keep up with longer grocery lists. Its energy performance also helps consumers maintain a sustainable lifestyle. Optimised to save, the Digital Inverter Compressor automatically adjusts its speed depending on what’s in your fridge, using up to 50% less power.

Samsung also welcomed a new era of smart, energy efficient laundry with the new WW9800T Washing Machine and DV8000T Tumble Dryer. The AI Washing Machine comes with an intuitive AI control panel that automatically learns your preferred settings and cycles. Samsung’s EcoBubble technology also maximises the efficiency of detergent by mixing it with air and water to turn it into soft bubbles. Powered by the iconic QuickDrive technology, the new line-up cuts wash times by up to 50% and energy usage by up to 20%.

When the AI Washing Machine is paired with Samsung’s new AI Tumble Dryer, it is an end-to-end personalised laundry experience. They communicate through an Auto Cycle Link to automatically set the right drying course for the load you’ve just washed. The new dryer also has A+++ energy rated Heat Pump technology which is Samsung’s most efficient yet.

For more information on Samsung’s 2020 line-up, please visit www.samsung.com

¹Wearable Fitness Technology: Key Trends and Statistics for 2020, Codete, June 2020

²Based on average battery life under typical usage conditions. Average expected performance based on typical use. Actual battery life depends on factors such as frequency of use and application usage patterns. Results may vary.

The Life Unstoppable Experience

The Life Unstoppable virtual world was built on the Epic Games’ Unreal gaming platform for a first-of-its-kind experience.

The entire Samsung ecosystem was brought to life during an immersive experience which transported guests into a virtual Samsung Home with key spokespeople and special guests: renowned British sprinter, Dina Asher-Smith; Spotify VP of Product, Sten Garmark; DAZN Chief Subscription Officer, Ben King; professional eSports player and Samsung Morning Star gamer, Stass ‘StenBosse’ Skopin. The platform enabled interaction with over 25 products across mobile, wearables, TV, audio and home appliances.

The experience also came with a few surprises as viewers were able to find five collectable hidden comic books within the Samsung Home. If all five were found, the virtual world and speakers transformed before viewers’ eyes into an out-of-this-world superhero comic book experience.