Check out the videos below for a closer look at how Samsung is transforming the industry in 2025.

Samsung Color E-Paper: A Signage Solution Ready To Replace Traditional Posters in Storefronts

Samsung Color E-Paper is a paper-thin, ultra-low power and lightweight display serves as an energy efficient alternative to traditional analog and paper-based promotional materials. This solution consumes near-zero power while displaying static images by leveraging ambient light to illuminate the content. A dedicated app and Samsung VXT makes it easy to manage.

AI-Powered Interactive Display: A Smarter, More Connected Screen for Classrooms

The Samsung’s 2025 Interactive Display is redefining the classroom with AI-powered learning tools that make education smarter and more connected. From instant answers with Circle to Search to AI-generated lesson recaps and real-time transcriptions, students and educators get seamless AI support — right on the screen.

2025 Hotel TV Lineup: An Entertainment Experience Tailored to Every Guest

Samsung’s latest hospitality display solutions eliminate the need for extra cables or a complicated setup. Guests can instantly stream content from their devices with AirPlay and Google Cast. With SmartThings Pro, they can enjoy seamless in-room control, while LYNK Cloud enables easy access to dining, concierge services and check-out — right from the TV.

The Wall IWC: Uninterrupted Display for Command and Control in Mission-Critical Environments

In mission-critical environments like command-and-control centers, every second counts. Incorporating Samsung’s MICRO LED technology, The Wall IWC ensures uninterrupted operation with seamless visuals and fast, modular maintenance — delivering clarity and reliability when it matters most.

The Wall IVC: An Advanced Display Optimized for Content Creation in Corporate Broadcast Studios

The Wall for Virtual Production (IVC model) is revolutionizing corporate broadcasting. At ISE 2025, Samsung unveiled the first-ever broadcasting bundle with ARRI and Realtime Department — designed for seamless workflows, stunning MICRO LED visuals and effortless content creation.

Transparent MICRO LED and HoloDisplay: Cutting-Edge Display Solutions for Unforgettable Museum Exhibits

These two futuristic solutions captivate and engage visitors in new ways. The Transparent MICRO LED can transform exhibits into seamless, bezel-less interactive experiences with 360-degree viewing experiences by showing content on the showcase. The HoloDisplay immerses viewers by projecting sharp and high-contrast floating 3-dimensional images.

Samsung Electronics received a total of 12 awards, including five Best of Show awards at ISE 2025, demonstrating its industry dominance. While Samsung continues to push the boundaries for commercial display, the future is already here with its 2025 lineup. For more information, visit: http://smsng.co/B2Bsolutions.

* Availability and features may vary by model and are subject to change without prior notice.

▲ Samsung received a total of 12 awards, including five Best of Show awards at ISE 2025.

Samsung’s booth entrance featured The Wall, drawing in visitors with an immersive anamorphic experience powered by cutting-edge MICRO LED technology. Throughout the booth, attendees caught a glimpse of the various environments being transformed by Samsung’s next-generation signage solutions — from corporate offices and classrooms to hotels and museums.

▲ Thousands of attendees made their way through Samsung’s engaging and expansive booth.

Samsung Newsroom captured some of the standout products showcased at ISE 2025 that demonstrate Samsung’s leadership in commercial display technology.

• • Samsung Color E-Paper: Ultra-Bright, Ultra-Light and Ultra-Efficient
  • HoloDisplay: Bringing Signage to Life With 3D Innovation
  • Transparent MICRO LED: Blending Reality and Digital Content
  • Interactive Display: A Smarter, More Interactive Classroom Experience
  • The Wall: Optimizing Command and Control Rooms With High-Resolution Displays
  • The Wall for Virtual Production: A Seamless, Cost-Effective LED Stage Solution for Filmmakers
  • SmartThings Pro: Expanding Partnerships and Enhancing IoT Automation
  • Another Record-Breaking Year for Samsung at ISE 2025

Samsung Color E-Paper: Ultra-Bright, Ultra-Light and Ultra-Efficient

▲ (From left) Jungsuk Han, Jonghwa Bae and Kwangju Kim stand with ISE 2025 Best of Show trophies for Samsung Color E-Paper, which delivers vivid, high-intensity color in a remarkable form factor.

Launched at ISE 2025, the energy-efficient Samsung Color E-Paper (EMDX model) stunned visitors with its vibrant digital ink technology and slim, lightweight design. This innovative signage solution is ideal for locations where content remains the same for a week or longer — such as retail or grocery stores and outdoor spaces such as bus stops. The display uses 0.00W¹ of power when showing a static image and can easily be managed through a dedicated app² or with Samsung VXT (Visual eXperience Transformation), a cloud-based content management solution (CMS) platform.

Samsung Color E-Paper received numerous Best of Show awards at ISE 2025 from trade publications — including AV Technology, Digital Signage and Installation.

HoloDisplay: Bringing Signage to Life With 3D Innovation

▲ A visitor reaches out to try and touch the 3D projected image in the innovative HoloDisplay, which creates a ‘floating object’ effect for an immersive experience

Following its debut at CES 2025, the HoloDisplay captivated attendees with its anti-distortion technology that forms a floating image in midair and its brighter and sharper picture quality. The HoloDisplay also earned the Best of Show award at ISE 2025 from Installation.

Transparent MICRO LED: Blending Reality and Digital Content

▲ The Transparent MICRO LED attracted visitors’ attention with its crystal-clear, glass-like display.

The Transparent MICRO LED display brought a new viewing experience to attendees. With its crystal-clear, glass-like design and high resolution, the display earned industry recognition including this year’s Digital Signage Innovation of the Year award from AV News.

Interactive Display: A Smarter, More Interactive Classroom Experience

▲ 2025 Interactive Display with Samsung AI Assistant

Samsung showcased its 2025 Interactive Display with Samsung AI Assistant — a new educational solution designed to provide an interactive experience to students. Attendees explored the new AI capabilities now supported, such as Circle to Search.

The 2025 Interactive Display earned the Best of Show award at ISE 2025 from the trade publication Tech & Learning, further solidifying its reputation as a cutting-edge educational solution.

The Wall: Optimizing Command and Control Rooms With High-Resolution Displays

▲ A Traffic command and control demonstration at ISE 2025 (left) and NASCAR’s new remote race control room (right)

Samsung showcased how The Wall can help businesses make fast and informed decisions. At the booth, attendees witnessed how the display can be used in settings such as control rooms to provide a large, dynamic canvas for real-time monitoring and decision-making.

In the United States, NASCAR’s new remote race control room now utilizes The Wall enhanced race officiating. Officials can review comprehensive, real-time video, audio and data from the track and remotely oversee races on an impressive 32-foot-wide, 9-foot-tall screen.

The Wall for Virtual Production: A Seamless, Cost-Effective LED Stage Solution for Filmmakers

▲ The Wall for Virtual Production in the corporate broadcast section in Samsung’s booth at ISE 2025

Samsung hosted a live demonstration at Samsung Corporate Broadcast Studio inside the ISE 2025 venue to showcase the seamless integration of The Wall for Virtual Production (IVC model) with Arnold & Richter Cine Technik (ARRI) cameras and lighting fixtures as well as Realtime Department’s digital experience solution. The combination of these technologies created ready-to-shoot LED backgrounds for virtual production — ensuring exceptional image quality and ease of use for corporate, broadcast and media environments.

“The collaboration with Samsung and Realtime Department has significantly lowered the entry barrier to LED production for filmmakers,” said Andre Rittner, Business Development Manager of EMEAI (Europe, the Middle East, Africa and India) at ARRI. “This partnership has brought ARRI’s award-winning equipment to a suite of studio production tools and reduced production costs without compromising quality.”

SmartThings Pro: Expanding Partnerships and Enhancing IoT Automation

▲ The SmartThings Pro wall

Samsung showcased how device ecosystems can be managed with SmartThings Pro — the company’s hyper-connected B2B platform featuring enterprise-level encryption to safeguard sensitive data across IoT connections.

Several new partnerships enhance the functionality of SmartThings Pro in business settings.

• Meeting rooms: Cisco video conference cameras and dashboards connect with 105-inch 21:9 Smart signage for crystal clear video conferencing and intuitive control. The AMX Muse Automation Controller streamlines operation of The Wall without compromising security.
• Retail stores: Five Nexmosphere sensors expand SmartThings Pro’s capabilities in retail settings — a presence sensor, radio-frequency identification (RFID) sensor, lidar sensor, ambient lighting sensor and an NFC reader.
• Hotels: ABB devices integrate with NETxAutomation management systems and SmartThings Pro to create new guest experiences.

Another Record-Breaking Year for Samsung at ISE 2025

Samsung’s leadership in digital signage was recognized at ISE 2025 with 12 awards from various organizations and trade publications — surpassing the impressive nine awards won in 2024.

Best of Show Awards from Future

• AV Technology: Samsung Color E-Paper
• Digital Signage: Samsung Color E-Paper
• Installation: Samsung Color E-Paper and HoloDisplay
• Tech & Learning: 2025 Interactive Display

AV News Awards

• AV Project of the Year (Commercial) Award: Samsung for using the Outdoor LED Signage XHB series (P8) at Shinsegae Department Store in Seoul, South Korea
• Digital Signage Innovation of the Year Award: Transparent MICRO LED

Inavation Awards

• Applied Technology Award: Samsung for using Onyx Led screens at Pathé Palace in Paris, France

▲ Employees from Samsung France receive the Applied Technology Award.

Top New Technologies (TNT) Awards from Commercial Integrator

• All-Weather Display: OHDX Outdoor Signage 46”and 55”
• TVs: 2024 HBU8000 Hospitality TV
• Video Monitors: QHFX 115” Smart Signage

ISE Stand Design Awards from EXHIBITOR Magazine

• Sustainability Recognition XL (250 m² or more): Samsung

▲ The Sustainability Recognition XL award recognizes the eco-conscious design of Samsung’s ISE 2025 booth.

ISE 2025 illustrated how quickly digital signage is evolving. Samsung is revolutionizing the industry with energy-efficient, AI-driven innovations — setting new standards with its award-winning lineups at ISE 2025 and beyond.

¹ The power measurement is based on IEC62301 standards from the International Electrotechnical Commission. According to the standards, the average power below 0.005W is indicated as 0.00W.
² Samsung Color E-Paper mobile app supports Android 10 and above, and iOS 15 and above. Availability may vary by device, software version and region.

At the festival, The Wall Micro LED is showcasing director Marco Perego’s latest film Dovecote, starring Zoë Saldaña. Dovecote is a poignant film about a woman’s emotional journey as she leaves the prison and the deep bonds she formed with fellow inmates.

The screenings, scheduled until the close of the festival on November 24, take place in a unique setting at the Vatican’s official pavilion located in the Giudecca women’s prison. This venue adds layers of emotional depth to the film as it is also where the piece was filmed, heightening the themes of freedom, belonging and resilience.

▲ The Giudecca Women’s Prison, the filming location and venue for the screening of Dovecote

Unparalleled Visual Artistry With The Wall

Renowned for its celebration of artistic expression, the Venice Biennale became a stage for technological innovation with Samsung Electronics’ involvement this year. Perego’s Dovecote demanded a display capable of capturing its emotional intricacies, including the strong bonds formed between the inmates and the isolation they endure. The superior color accuracy and contrast of The Wall made it the ideal choice.

The collaboration between Perego and Samsung was a natural fit. Samsung Electronics provided advanced display technology and technical support from installation to execution, ensuring the visual depth intended by the director.

Groundbreaking Micro LED Technology Elevates Visual Art to New Heights

Samsung Electronics’ cutting-edge Micro LED technology was selected to showcase Perego’s Dovecote. The Wall’s 1.2mm pixel pitch IWA model was chosen for its ability to immerse viewers in the film’s delicate visual nuances.

▲ Film director Marco Perego viewing a screening of Dovecote

With Samsung’s The Wall, Perego was able to realize his artistic vision, presenting his film with the superior display needed to convey the precise hues and contrasts achieved during the color grading process. The immersive experience enabled by Samsung’s display technology was key to the film’s success in captivating artists, curators and art enthusiasts worldwide.

“The most important thing after you finish a film is how you show this film,” said Perego, following the premiere on August 17. “Thanks to the collaboration with Samsung, we were capable of really bringing out the right color and the right contrast to achieve the emotional impact I envisioned for the film.”

The Wall’s Micro LED technology delivers deep blacks and amazing contrast, intensifying the emotional weight of each scene while fully immersing viewers in the film’s themes and the performances of Saldaña and the cast.

▲ Samsung Electronics team alongside director Marco Perego and actor Zoë Saldaña

This collaboration stemmed from Samsung’s long-standing relationships with Hollywood industry professionals, including previous work with the Cinema LED Onyx. Originally shot at 23.98 frames per second in cinema color spaces, the teams worked together to seamlessly integrate Dovecote‘s cinematic elements with The Wall’s advanced display technology, pushing the boundaries of traditional screens.

“The Wall’s Micro LED technology resulted in a collaboration that delivered a screening with all of the elements great for the art industry,” said Paul Maloney, Head of Hardware Tech Consulting, Europe Display Office, Samsung Electronics. “For Samsung, it has been an honor to have supported Marco Perego’s film and achieve the artistic vision he had imagined.”

▲ Director Marco Perego with Paul Maloney, Head of Hardware Tech Consulting, Europe Display Office, Samsung Electronics during the Dovecote screening

“We are incredibly proud to contribute to this unique project,” said Ben Holmes, Director of Display Marketing, Europe Display Office, Samsung Electronics. “The Wall’s superior picture quality, coupled with its ability to bring out the minute details and vibrant colors, perfectly aligned with Marco Perego’s vision of creating an immersive experience to draw viewers into the themes of the film.”

Empowering Creators with Cutting-Edge Display Technology

Samsung continues to push the boundaries of display technology with The Wall, empowering creators in film and art. The Wall for Virtual Production (IVC model) is another prime example that enables companies and producers to innovate their productions. The ultra-large LED walls are created for virtual content, which seamlessly integrates real-time visual effects to reduce production time and costs.

Samsung’s The Wall displays have been utilized by artists worldwide to bring their creative visions to life. For example, contemporary Korean art leader, the late Park Seo-Bo, showcased his masterpiece on The Wall All-in-One (IAB model) 146-inch 4K screen at New York’s Rockefeller Center.

▲ Park Seo-Bo’s “Écriture” series, digitally rendered on The Wall’s 146-inch 4K screen, at the “Origin, Emergence, Return” exhibition, Rockefeller Center, New York.

Likewise, Dutch-American audiovisual artist 0010×0010 used The Wall All-in-One during an exhibition in Bangkok, Thailand, to explore the convergence of digital and physical worlds. These are just a few examples of how The Wall is helping to redefine the boundaries of modern art.

Samsung Electronics’ participation at the 60th Venice Biennale is more than just a milestone in its support of the arts; it is a testament to the future of art and technology converging. By continuing to push the limits of display technology, Samsung opens new possibilities for creators across the globe, allowing them to tell their stories with unparalleled visual depth and clarity.

As customers enter businesses and venues, they are immediately greeted by striking images of digital signage. These signage solutions are becoming a common sight across diverse industries, from the buzzing atmosphere of hotels and sports stadiums to the inspiring spaces of educational institutions and art galleries. They enrich customer experiences in every setting.

Digital signage is no longer perceived as a mere advertising display — it’s so much more. It has become one of the most sought-after media platforms for personalized information, content, education, sports, art, and more. These digital signage applications not only change the look and feel of the environment, but captivate and leave a lasting impression on its viewers.

As the role of signage in everyday life continues to evolve, so evolves the depth of the market itself, too. According to Fortune Business Insight, the digital signage market is expected to grow to more than $35 billion by 2026.¹ Along with the industry’s substantial growth, Samsung Electronics has maintained its number one position in the market for 14 consecutive years,² and continues to expand the boundaries of digital signage with its unrivalled technology.

Let’s take a look at how Samsung has continued to lead the global industry for 14 consecutive years during the heyday of digital signage.

▲ Samsung Smart Signages have advanced immersion across various fields in 2023

More Than a Background: Becoming Part of the Experience in Historic Monuments, Sports Arenas and Ultra-Luxury Resorts

In today’s world, organizations across sectors aren’t just adopting new technologies – they are embracing a total experience that provides an integrated approach that combines internal and external facets of their operations. According to Gartner, it’s expected that by 2024, organizations providing a total experience will outperform competitors by 25% in satisfaction metrics, impacting both customer and employee experiences.³ Similarly, Samsung supports projects from inception to completion in a number of ways including mechanical design and training, site surveys, product delivery, and installation, ensuring customers are equipped with the tools to be successful.

In times of such transformation, digital signage plays a pivotal role. A perfect example can be found in the heart of Vatican City. At the historic St. Peter’s Square in Vatican City, visitors gather from all corners of the world for a once in a lifetime ceremony from the Pope.

▲ Visitors and worshippers can clearly view the proceedings through Samsung’s outdoor LED signage (XHB series, two measuring 7.935m x 4.83m and two measuring 5.865m x 3.105m) at St. Peter’s Square, Vatican City

Enhancing this once-in-a-lifetime experience, Samsung has integrated advanced signage solutions seamlessly by installing four high-precision LED displays. The result is a dramatically improved experience for all in attendance, regardless of their physical positioning. Paired with audio solutions that deliver crystal clear sound, the technology ensures the Pope’s message resonates profoundly with everyone at the event.

In addition to bringing events closer to attendees, Samsung’s innovative technology turns any space into an immersive experience, filled with vivid colors, crystal clear picture quality and dynamic content. Capturing guest attention and ensuring a great experience is vital for any high-end destination. Digital signage solutions are a great tool for enabling this attraction and retention. A prime example of this in action is at one of the world’s top resorts, Atlantis the Royal in Dubai, with Samsung’s premium technology installed across the property.

▲ (Up) An awe-inspiring sight greets resort guests, made possible by Samsung LED signage installed behind the lobby fish tanks. (Down) Samsung’s innovative modular Micro LED display, The Wall enhances the hotel’s most luxurious guest suite, the Royal Mansion, measuring 146 inches with 4K (3,840 x 2,160) resolution.

Every moment of a guest’s stay is filled with awe-inspiring imagery and impressive displays for a one-of-a-kind experience — whether on their journey to the spa or in the hotel’s lobby where guests are met with the largest indoor LED displays installed on three large water tanks, projecting breath-taking scenes including a rainbow of fish swimming in the sea.

These displays also create an overwhelming atmosphere when bold content is paired with advanced technology. In Minute Maid Park — home of the Houston Astros, part of the US baseball league — Samsung upgraded impressive 6,875-square-foot primary scoreboard, left-field scoreboard and ribbon boards. Similarly, in Switzerland’s Swiss Life Arena, Samsung deployed display solutions including the largest indoor LED cube in Europe. As the most modern ice hockey arena in Switzerland, Swiss Life provides a drastically improved fan experience and enhanced operational efficiency thanks to Samsung.

▲ Minute Maid Park displays the impressive 6,875 square-foot scoreboard, giving fans a crystal-clear view from every seat in the house. It’s part of the larger videoboard that spans an impressive eight stories, featuring 5.3 million stunning LEDs designed to digitally enhance the fan experience.

▲ The central LED Cube display at Swiss Life Arena — measuring 12(w)x12(d)x8(h) meters — is the principal element of the fan experience with 416m² of the LED signage. Any one of the 12,000 seats within the area have a stunning view of the display.

More Than Hands-On: A Transformative Education Experience With Samsung Smart Signage

Digital signage is powerful and has the ability to draw in a viewer, captivate them, and bring them to another world — it provides a truly transformative experience. This impact is felt across industries and when we look at the education space in particular, signage has made immeasurable improvements.

Samsung partnered with the University of Wales Trinity Saint David to launch an unparalleled learning environment. The Immersive Room, equipped with 18 meters of Samsung LED screens across three walls provides incredible picture quality, detail, contrast, and color reproduction. Most importantly, its 12K image resolution empowers the University to push the boundaries of learning as the LED screens create virtual and augmented reality experiences and present a futuristic learning environment utilizing digital signage.

The University of Wales’ immersive space was an “Education Project of the Year” Finalist at the AV Awards 2023, recognized for the innovation it brings to education.

▲ University of Wales Trinity Saint David transforms education with a state-of-the-art immersive room and impressive learning spaces. The three LED walls that make up the immersive space are equipped with 18 meters of Samsung LED signages across three walls.

Similarly, Syracuse University in the US deployed The Wall in its S.I Newhouse School of Public Communications, drawing in prospective students by highlighting students’ accomplishments and the school’s world-class learning environment. The Wall creates a ‘wow factor,’ leaving a lasting impression during campus tours.

▲ The Wall showcases inspiring stories of Syracuse student achievements and accomplishments, helping prospective students envision their successful future at the University.

Now, teachers can begin their lessons sooner, and spend more time creating immersive, connected learning experience for students. This impact isn’t going unnoticed, and in fact, Samsung announced the new Interactive Display (Model name: WAC) designed for simplicity and students at British Educational Training and Technology (Bett), the world’s largest education technology exhibition and International Society for Technology in Education (ISTE) this year.

When we think back on the impact Samsung has had on education, it’s apparent that it comes in all forms. Samsung’s interactive display, Flip Pro, provides an extended learning experience for teachers and students at the Hogg New Tech Center in Dallas, Texas.

With its comprehensive range of display solutions from The Wall and LED signage, to Interactive displays, Samsung was also recognized as the Best Overall IT Solution Provider for the Education Market by the 2023 EdTech Breakthrough Awards.

▲ Hogg New Tech Center uses Samsung Flip Pro interactive display (Model name: WMB) to facilitate interactive learning and collaboration through multi-touch features and various connectivity options

More Than a Vision: Bringing Ideas to Life as a Digital Art Platform

Whether with a global audience or at a local school, Samsung’s immersive environments power learning, celebrations, content consumption and much more. But digital signage is an art too, and as Samsung continues to embrace its role as a media art platform, it’s enabling creatives to truly bring their vision to life.

The Wall for Virtual Production (Model name: IVC), which launched earlier this year, is an example of how companies, producers and creatives alike are creating and displaying their art with unparalleled quality. This addition to The Wall product line up enables creatives to use ultra-large LED walls to create virtual content, integrating them with real-time visual effects technology to reduce the time and cost of content production. The latest addition to The Wall series makes production faster and easier in TV, film and other industries, and was highlighted during industry events including InfoComm 2023 and IBC (International Broadcasting Convention) 2023.

▲ The Wall for Virtual Production makes production faster and easier in TV, film, and other creative industries

Samsung is bringing other art forms to life too. Recently, it displayed a masterpiece by contemporary Korean art leader, the late Park Seo-Bo, on The Wall All-in-One (IAB model) at New York’s Rockefeller Center. The first digital rendition of Park Seo-Bo’s iconic “Écriture” series (Video art title: [1 OF 0], directed by Jifan Park) is on The Wall’s immersive 146-inch 4K screen. The Wall All-in-One provides an awe-inspiring visual experience that replicates the intense colors and intricate textures of Park’s painting, allowing visitors to be fully immersed in the artwork. Dutch-American audiovisual artist, 0010×0010, also held an exhibition in Bangkok, Thailand that redefined the boundaries of modern art and explores the convergence of the digital and physical worlds — all by utilizing The Wall All-in-One.

▲ The first digital rendition of the late Park Seo-Bo’s iconic “Écriture” series (Video art title: [1 OF 0], directed by Jifan Park) is on The Wall’s immersive 146-inch 4K screen.

Samsung’s Smart Signage is revolutionizing various sectors by creating immersive, interactive environments in every corner of the world. Whether it’s an ultra-luxury resort in Dubai, an immersive and futuristic classroom at the University of Wales, or a video art exhibition by a renowned artist, Samsung’s Smart Signage is making profound impacts globally, and our lives more colorful and enriching. This journey, spanning over the last 14 years, has continuously redefined the very experience of digital communication, pushing the boundaries of what’s possible. We can’t wait to see what the future holds for Samsung’s Smart Signage, which has been ranked No. 1 in the industry for 14 consecutive years.

¹ Fortune Business Insights; The global digital signage market size stood at USD 19.78 billion in 2018 and is projected to reach USD 35.94 billion by 2026, exhibiting a CAGR of 7.8% during the forecast period (2019-2026)
² Samsung has maintained its No. 1 position as the leading LCD signage brand in market share for 14 consecutive years, as reported in the Omdia Q2 2023 Public Display Report. Samsung has also been the number one in combined sales for LCD and LED signage (The LED Video Display History Report provides sales data for LED signage from 2017 onwards; comprehensive data for LED signage sales is not available prior to 2017). Note. Consumer TVs, along with Commercial Lite and Hospitality TVs used for signage are excluded.
³ Gartner; The Total Experience Strategy for Better Retail Digital Interactions

Samsung Newsroom sat down with Chan Hyoung Park, Vice President of Visual Display (VD) Business at Samsung Electronics, Mark Taylor, European Head of LED at Samsung Electronics, and developers Sanghoon Oh and Hyun Ji to learn more about the inspiration for the display and the future of film production.

Increased Content Immersion and Reduced Production Costs

Virtual production is a method of filmmaking that combines computer-generated imagery with live-action footage to create next-level content. The use of both physical and digital elements gives filmmakers the ability to visualize imaginative scenes in new ways.

▲ Virtual production can reduce production costs and post-production editing time as filmmakers can view results in real time by utilizing a ultra-large, high-definition LED display.

As virtual production enables filmmakers to overcome the limitations of physical sets or environments, an increasing number of ultra-large, high-definition LED displays are being incorporated into production — saving time and cutting costs during post-production editing. Unlike chroma key green screens, which require image compositing and color correction during post-production, LED screens for virtual production can seamlessly display a breathtaking background behind moving actors.

LED walls, such as The Wall for Virtual Production, offer advantages against both these methods. With these screens, producers are able to efficiently make edits to video in real time, whilst actors experience better immersion because of the lifelike, ultra-high definition images.

▲ Mark Taylor underscores how virtual production screens increase the level of immersion for actors during filming.

Mark Taylor, European Head of LED, explained how these features make virtual production an attractive form of film production. “If producers were to add a lot of effects post-production, it takes a long time and the cost can be lot higher. But a lot of it’s actually being done in-camera. With LED walls, actors can crucially interact with the video behind them, making the experience much more immersive,” he said. “In addition, because LED is its own self-emitting light, you can put that in much brighter environments than projections, and you don’t have to use camera settings and lighting to compensate for that, resulting in more flexibility.

Adoption Throughout the Film and TV Industry

Virtual production techniques are becoming increasingly popular because of their specific advantages. Large-scale blockbuster films that require heavy visual effects began shifting to virtual production during the pandemic, and many studios have continued to use it since. Likewise, various OTT platforms have followed this trend to further market growth.

To usher in the era of virtual production, CJ ENM — a leading entertainment company in South Korea — teamed up with Samsung to install The Wall Virtual Production Stage in Paju, South Korea last May. Measuring over 1,000 inches, the custom oval display set a remarkable precedent for the next era of film and TV production and paved the way for future virtual production technology.

▲ CJ ENM Virtual Production Stage, where The Wall Virtual Production Stage is installed.

As adoption continues throughout the industry, annual growth of the market size is predicted to be around 18% through 2030. With applications expanding to advertising and live commerce, virtual production will set a new standard for production across various sectors.

▲ The Virtual Production market is expected to grow 18% YoY globally through 2030

Optimization of Virtual Production Studios

The Wall for Virtual Production is equipped with the latest visual technologies such as newly developed LED elements and ultra-anti-reflective film so the darkest colors show up clearly on screen even under the brightest production lights. Each screen module is built to a 4:9 ratio, slimmer than the conventional 16:9, to help reduce the angle between cabinets and thus prevent video distortion from light reflections.

“In the early stages of developing The Wall for Virtual Production, we wanted to ensure the product was suitable for diverse studio environments,” said Samsung developer Hyun Ji. “We accomplished this by creating a display that can be installed in numerous orientations such as being hung or stacked with other screens. This flexibility allows productions to adapt the screen to their sets. In addition, we’ve prevented screen distortions by reducing the product’s length and eliminating light reflection by applying ultra-anti-reflective film for more natural videos.”

▲ The Wall for Virtual Production modules are compatible with both hanging and stacking structures to fit production needs

The modular nature of The Wall for Virtual Production allows it to be constructed in a variety of forms ideal for any environment — from a perfectly flat screen to up to 6,000R curvature. Additionally, the width can be extended by any length while the height can range from 9m to 13.5m (up to 10 modules hung or 15 modules stacked). To keep the weight evenly distributed, Samsung developed a uniquely patented structure to ensure the display is stable.

“With the leveler-style supporting structure applied, the weight of the modules is evenly distributed among the cabinets,” explained Ji.

To minimize distortion when cameras are connected, The Wall boasts the highest industry refresh rate of up to 12,288Hz for unparalleled image quality. Samsung developer Sanghoon Oh explained how this refresh rate is ideal for studio production. “By achieving this impressively high refresh rate, we’ve minimized screen distortions that occur when subjects overlap or when horizontal lines form due to camera movement,” he said.

▲ Hyun Ji (left) and Sanghoon Oh who worked on the development of The Wall for Virtual Production

Aside from the impressive scale of the display, Samsung applied innovative software solutions to The Wall for Virtual Production to ensure visuals are replicated seamlessly on screen. The company equipped the display with Generator Locking (Genlock) to synchronize the screen and camera’s video signals as well as Phase Offset to adjust any delays between the camera and screen.

Oh explained how Samsung’s industry and technological expertise has helped the company perfect its products. “Samsung can respond to various market demands efficiently because the company designs and produces its own hardware — including LED modules, cabinets and S-Box (a dedicated video player) — as well as its own software solutions — such as LED Signage Manager (LSM) for LED operation control and Virtual Production Manager (VPM) for virtual production,” he said.

The Next Era of Content Production

Unveiled earlier this year, The Wall for Virtual Production has already garnered attention from industry professionals and creatives alike. “Although we’ve just begun, we’ll work to strengthen the product’s competitive market edge and lead the industry,” said Oh.

Equipped with industry-leading technologies, The Wall for Virtual Production will enhance not only the production process but the production environment as well.

“The Wall for Virtual Production maximizes digital effects while also simplifying and speeding up the video production process,” said Chan Hyoung Park, Vice President of Visual Display (VD) Business. “The display has the potential to change the film and TV landscape by reducing costs and creating a more efficient industry.”

▲ Chan Hyoung Park explains how The Wall for Virtual Production will redefine industry standards for production.

Combining extraordinary technological features with imaginative digital and visual effects, The Wall for Virtual Production is poised to lead a new era of content production.

¹ Samsung has been the No.1 selling digital signage brand for 14 consecutive years by Omdia (IHS) 23 Q2 Smart Signage History+Forecast report. (Note: Consumer TVs, along with Commercial Lite and Hospitality TVs used for signage, are excluded.)

“The Wall for Virtual Production opens the door to limitless potential for filmmakers, producers and studios by amplifying digital effects, while making virtual content creation easier, faster and more cost effective,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “Each feature has been handpicked to empower businesses across industries as they embark on their virtual content creation journey with an unprecedented level of quality.”

Samsung’s leading visual display technology delivers powerful production capabilities that extend reality. Production studios can use ultra-large LED walls to create virtual content, integrating them with real-time visual effects technology to reduce the time and cost of content production. The Wall for Virtual Production is a leader in this type of application and can amplify projects by adding lifelike levels of detail, texture, volume, and shades to virtual content creation environments. The new IVC model options, P1.68 and P2.1, include a curvature range that can stretch up to 5,800R, which creates a more realistic field of view. The display also packs an updated genlock feature that keeps The Wall in line with the system’s signals, so there aren’t any dropped or doubled frames. This capability — along with the enhanced phase offset feature that adjusts the time delay between camera and screen — ensures a perfect image.

To display colors as accurately and consistently as possible, The Wall for Virtual Production features 3D lookup tables (LUTs) for color correction, wide-gamut HDR color processing and color adjustment between individual cabinets or modules. Meanwhile, the integrated Virtual Production Management (VPM) software and its intuitive interface make it easy and more efficient to manage the screen and facilitate the highest possible picture quality in a virtual production environment. The VPM is also capable of detecting and resolving any potential LED-related issues.

In addition, The Wall for Virtual Production is built for any studio environment, no matter how large the building demand is. Whether for a volume studio or XR studio, The Wall for Virtual Production makes the production of immersive content possible.

“We’re thrilled to be supporting Samsung with the exciting launch of The Wall for Virtual Production IVC Series at this year’s IBC. With our heritage in creating cutting-edge virtual production and XR broadcast studios, we’re excited about the powerful new tools the IVC Series brings,” said Andy Hook, Technical Solutions Director at White Light. “These tools give us a huge scope for creating even more impactful and flexible virtual production environments and continuing to drive progress and transformation in this space.”

The Wall for Virtual Production features top-of-the-line capabilities, including:

• An improved 4:9 ratio that provides a variety of installation options, including the ability to be hung or stacked with other screens to maximize results in different production environments.
• A 12,288 Hz refresh rate that minimizes flicker lines and ensures a clear outcome, regardless of the camera used during filming.
• Black Seal Technology+ that delivers the purest black levels for new depth. Users will experience unparalleled contrast that is specifically designed to be resilient to the dust and particles common in production environments.
• 20-bit processing to present exact color mapping with faultless accuracy and a precise linear grayscale that shows the intricacies of every scene. Users will be able to see realistic textures, volume and continuous shadow details.

The Wall for Virtual Production’s P1.68 and P2.1 models are now available globally including Europe.

▲ Samsung Electronics won a total of seven awards at InfoComm 2023.

Everyday Sustainability With Samsung Signage Solutions

Sustainability is at the core of Samsung’s innovative signage solutions. Samsung’s commitment to sustainability was recognized by System Contractor News (SCN), a leading audio and visual publication, with the Installation Product Awards for Most Innovative Sustainable Product Strategy, highlighting Samsung’s efforts to provide exceptional environmental strategy in the signage industry.

In addition, The Wall All-in-One and 2023 Smart Signage (QMC Model) have become the first signage models to receive carbon footprint certifications from TÜV Rheinland.¹

▲ Samsung Booth visitors were welcomed by The Wall All-in-One, a 263-inch ultrawide 8K resolution screen, which played videos featuring Samsung’s sustainable future signage technologies.

▲ Scott Griggs, Managing Director of TÜV Rheinland, and Hyeong-gyu Park, Head of Enterprise PM Group for Samsung Electronics North America & LATAM, took part in the carbon footprint certification ceremony for Samsung’s new The Wall All-in-One and 2023 Smart Signage QxC Series.

▲ Samsung’s environmental strategy was awarded Most Innovative Sustainable Product Strategy in SCN’s Installation Product Awards.

▲ In an automotive showroom featuring The Wall, visitors could experience the enhanced contrast and increased brightness of the display and learn about the low-reflection film that minimizes light in different conditions.

The Wall for Virtual Production: Redefining Virtual Content Creation

One of the showstoppers at InfoComm 2023 was The Wall: a customizable modular display solution that offers high-resolution immersive viewing experiences. The screen has been used in diverse environments including traffic control centers, automobile design centers and product launch events.

At this year’s event, Samsung collaborated with Lux Machina, a pioneer in virtual production and ICVFX (In-Camera Visual Effects), to showcase the capabilities of The Wall for Virtual Production.

▲ The Wall for Virtual Production enables studios to streamline content production by leveraging ultra-large LED walls and real-time visual effects technology (left). The Wall for Virtual Production can be stacked or hung on a wall (right).

Empowering Businesses With Industry-Specific Display Solutions

At InfoComm 2023, Samsung presented its ever-expanding lineup of display solutions for various industries, ranging from corporate and retail to education, sports, hospitality and beyond.

▲ The recently launched 130-inch LED All-in-One (IAC Model) for corporate display solutions captivated attendees with its convenient installation process — a pre-assembled frame kit allows users to install the display by simply hanging it on a wall.

Samsung offers personalized options to help retailers meet customers’ unique needs — from kiosk solutions, now available on Windows OS, to touch displays.

▲ With enhanced usability and convenience through an all-in-one solution, Samsung Smart Signage products (QxC Series) received the 2023 Best of Show award from Digital Signage Magazine, the official media partner of InfoComm 2023.

▲ With no PC necessary, retailers can manage content, accept orders and process payments with ease using Samsung Kiosk. The solution received Digital Signage Magazine’s 2023 Best of Show award.

At InfoComm 2023, Samsung continued to make strides in the education sector with its remarkable retail display solutions. The award-winning Interactive Display (WAC Model) based on Android OS was recognized as the Most Innovative Collaboration Product in SCN’s Installation Product Awards, empowering educators and businesses with its cutting-edge features, software and connectivity.

▲ The Interactive Display (WAC Model) once again won Most Innovative Collaboration Product in SCN’s Installation Product Awards.

Samsung is one of the most recognized display solutions providers in the sports space, exemplified by the world-famous Infinity Screen at SoFi Stadium and the latest LED solutions at Citi Field and Minute Maid Park. At InfoComm 2023, Samsung showcased the Outdoor LED Signage XHB Series which received the BEST Awards for Outdoor Displays from audio and visual publication Commercial Integrator.

▲ With increased power efficiency compared to its predecessor, Samsung’s XHB Series offers an impressive peak brightness of 8,000nits, providing clear visibility under direct sunlight, and supports flexible installation options.

▲ Samsung displayed its commercial hospitality TV and projector solutions that enhance guest experiences, reflecting the increased interest in luxury and boutique design hotels.

Samsung Electronics, a global signage market leader for 14 years, has catered to the unique needs of various industries, pushing the boundaries of visual excellence and customer satisfaction through its display and signage solutions.

Through InfoComm 2023, Samsung reaffirmed its position as a commercial display market leader. Samsung will continue to redefine visual experiences across industries through exceptional signage solutions.

▲ Samsung received the rAVE 2023 Readers’ Choice Awards for Favorite Display Brand.

▲ InfoComm 2023 was held at the Orange County Convention Center in Orlando, Florida.

¹ TÜV Rheinland is a globally recognized testing body based in Cologne, Germany that provides quality and safety certifications across multiple industries.