Equipped with multimodal AI and a foldable-optimized UI, the Galaxy Z Fold7 delivers a truly Ultra experience that raises the bar for smartphones.

Samsung Newsroom unboxed the Galaxy Z Fold7 for Galaxy fans eager to see all the exciting improvements and advanced capabilities that the new device brings.

First Impressions

▲ The Galaxy Z Fold7

Upon opening the sleek, black packaging, Galaxy’s signature modern design, slim silhouette, and remarkably light build are all immediately apparent.

▲ The rear of the Galaxy Z Fold7 from different angles

The signature color Blue Shadow shifts with an iridescent glow from deep navy to bright blue as the device’s metallic finish reflects light from different angles, perfectly capturing Galaxy’s futuristic, premium aesthetic.

The Galaxy Z Fold7 is available in three colors: the signature Blue Shadow, the modern Silver Shadow, and the ever-popular Jetblack — with Mint also available as a Samsung.com exclusive.¹

▲ The Galaxy Z Fold7’s rear triple camera

The camera island surrounding the rear triple camera matches the body color of the device for a seamless, cohesive design.

For the first time in the series, the Galaxy Z Fold7 features a 200MP wide-angle camera, allowing users to capture every moment in stunning detail. It also comes equipped with enhanced night photography and videography capabilities, along with a 100-degree main display front camera, to bring an Ultra camera experience to the foldable form factor.

▲ The Galaxy Z Fold7’s packaging and its contents

Thinner Than Ever

The Galaxy Z Fold7 is the thinnest device in the series to date, representing the culmination of years of hardware innovation. From design to material selection, every effort was made to shave off even a single millimeter — and this can be appreciated the moment the device is picked up for the first time.

▲ The Galaxy Z Fold7 is easier than ever to grasp in the hand.

As the latest evolution in the Z Fold series, the Galaxy Z Fold7 now fits even more comfortably in one hand, making it easier to carry.

▲The Galaxy Z Fold7 is only 8.9mm thick when folded, which is comparable to a chocolate wafer bar.

When folded,² it measures just 8.9mm — comparable to a chocolate wafer bar.

When unfolded, it’s only 4.2mm, which is slimmer than two slices of cheese stacked together

▲ The Galaxy Z Fold7 is only 4.2mm thick when unfolded, which is thinner than two slices of cheese stacked together.

Familiar Comfort When Folded, Expansive View When Unfolded

The cover display now features a wider 21:9 aspect ratio, bringing the familiar proportions of a bar-type smartphone to a foldable device. Thanks to this, the Galaxy Z Fold7 offers a user experience similar to that of a Galaxy S25 Ultra device when folded.

At 6.5 inches, the cover display also allows for more accurate typing and a wider view of content when sending quick messages or searching for information — a subtle yet impactful improvement over the slightly narrower screen of the Galaxy Z Fold6.

▲ The Galaxy Z Fold7’s larger cover display makes it easier to type when the device is folded.

The Galaxy Z Fold7 is actually lighter than many bar-type smartphones. At just 215g, it is even lighter than the Galaxy S25 Ultra’s 218g, which takes foldable usability to a whole new level.³

▲ (From left) A weight comparison between the Galaxy S25 Ultra and the Galaxy Z Fold7

So, when folded, the device offers the intuitive feel of a bar-type smartphone — and when unfolded, it delivers the largest, most immersive display of any Galaxy smartphone out there. The result is an experience unique to the Galaxy Z Fold7.

▲ The Galaxy Z Fold7’s expansive main display is ideal for immersive gaming and content viewing. (* To listen to the audio, click the speaker button at the bottom of the video.)

Multimodal AI Meets Foldable Innovation

The Galaxy Z Fold7 is one of the first Samsung devices to bring One UI 8 on Android 16 offering a more accessible way to experience multimodal AI in everyday life. For example, with a long press of the side button, users can instantly activate Gemini Live, the on-device AI agent, and effortlessly share what’s on their screen or in front of their camera in real time.

The large main display expands the AI agent’s understanding of complex situations. It can interpret multiple apps on the Multi Window layout simultaneously to make conversations more intuitive and helpful.

▲ Screen sharing with Gemini Live (* To listen to the audio, click the speaker button at the bottom of the video)

For example, if someone is trying to pick the perfect Galaxy Z Fold7 color to match their favorite purse, they can open the Gallery app on the left window to display a photo of the purse, and open the browser on the right window to display the Z Fold7’s color options. After that, all they need to do is press and hold the side button to activate Gemini Live, tap “Share screen with Live” and ask whether their purse would go well with the color they have in mind.

The AI agent will then analyze both screens at once and let them know whether that color and the purse pair nicely. Even when the device is folded, users can still ask the AI agent questions and receive real-time answers.

▲ Camera sharing with Gemini Live (* To listen to the audio, click the speaker button at the bottom of the video)

Let’s say a user wants to know which batteries their TV remote requires — they can just share their camera with Gemini Live by directing the camera at the remote and ask away. Galaxy AI will recognize the model and instantly tell you which battery type it needs.

With a simple voice command, they can also save information on the nearest stores that sell them to Samsung Notes and even set a reminder to buy the batteries after work — all without typing anything.

▲ The Galaxy Z Fold7 can display AI-generated answers in pop-up or split screen view, keeping multitasking fluid and uninterrupted.

The Galaxy Z Fold7’s AI-powered features go beyond live assistance. When browsing the web, users can request information from Galaxy AI without breaking rhythm and losing focus of the content in front of them. Responses will appear in pop-ups or split view, keeping multitasking smooth and uninterrupted.

Thinner, smarter and more powerful than ever, Galaxy Z Fold7 makes a bold first impression — a next-generation device ushering in the era of the Ultra foldable, poised to redefine the future of mobile innovation.

¹ Color availability may vary depending on country or carrier.
² Folded thickness measured from the cover display to the rear glass.
³ Weight may vary by country or carrier.

Making its debut at Galaxy Unpacked 2025 in Brookyln, the Galaxy Z Flip7 instantly grabbed attention with its significantly larger FlexWindow and innovative AI features — all optimized for the foldable form factor.

From design to usability, Samsung Newsroom unboxed the Galaxy Z Flip7 to explore how the device has been taken to the next level.

▲ The Galaxy Z Flip7 and its packaging

Right Out of the Box: First Impressions of the Galaxy Z Flip7

▲ Contents of the Galaxy Z Flip7 box

The cover of the slim black package features a design element inspired by the Galaxy Z Flip7, creating a minimal yet premium impression. The Galaxy Z Flip7 box contains the device, a USB-C cable and a simple user manual.

▲ The Galaxy Z Flip7

When lifting the device out of the box, the first thing that stands out is how light and compact it feels in one hand. The Galaxy Z Flip7 is the slimmest model in the Galaxy Z Flip series yet, measuring just 13.7mm thick when folded.

▲ The Armor FlexHinge provides smooth, reliable folding over extended use.

▲ The Galaxy Z Flip7 is slimmer than ever, measuring 13.7mm thick when folded and 6.5mm when unfolded.

The Armor Aluminum Frame and Armor FlexHinge create a sleek but strong appearance, conveying a sense of stability when held in the hand.

▲ The back of the Galaxy Z Flip7

In a first for the Galaxy Z series, the Blue Shadow color is available in a luxurious navy tone — enhancing the Galaxy Z Flip7’s iconic design and making it stand out even more.

▲ The colors of the Galaxy Z Flip7

FlexWindow: Capturing High-Quality Selfies on a Larger Screen, Without Unfolding

▲ A comparison of the FlexWindow sizes between the Galaxy Z Flip6 and Z Flip7

The most noticeable change in the Galaxy Z Flip7 is its FlexWindow. The bezel surrounding the dual cameras measures just 1.25mm thick, making the 4.1-inch FlexWindow — which spans the entire surface — the largest ever featured in the Galaxy Z Flip series.

Even when it’s folded, users can easily handle essential daily tasks directly from the FlexWindow, taking the out-of-your-pocket, ready-to-use foldable experience to the next level.

▲ Front view of the Galaxy Z Flip7 with the FlexWindow

When the screen is turned on, its bright and vivid display provides a clear, expansive view. Compared to its predecessor, the Galaxy Z Flip7 delivers a peak brightness of up to 2,600 nits and a 120Hz refresh rate, allowing users to enjoy a variety of content with stunning clarity.

Dragging the camera icon to launch FlexCam opens a wide camera preview on the FlexWindow. When users turn on the Cover camera effects feature, first introduced on the Galaxy Z Flip7, the ring that surrounds the dual camera hole will change color depending on the shooting mode, immediately capturing the users’ attention: white for standard, yellow for photo and red for video. This allows the users to see the current mode at a glance.

▲ The activated FlexCam displays its status with colored rings around the camera lenses.

▲ The Zoom Slider on the FlexWindow

The Zoom Slider on the FlexWindow allows for intuitive zooming in or out with a simple swipe, making it easier to adjust the camera angle for selfies. When taking full-body shots or group photos with friends, the Auto Zoom feature automatically adjusts the framing based on the subject’s position, ensuring a well-balanced composition.

▲ Real-Time Filters on the FlexWindow

Meanwhile, users can apply filters in real time directly on the FlexWindow, allowing them to capture their desired look without additional editing. Thanks to this feature, users can take the perfect selfie — using only the FlexWindow — to mark their first encounter with the Galaxy Z Flip7.

A New FlexWindow Optimized for AI

The FlexWindow becomes even more powerful when combined with intelligent AI features. With the latest Android 16-based One UI 8, the Galaxy Z Flip7 offers a UX optimized for the form factor, enabling a more intuitive and seamless AI experience right from the FlexWindow.

Long pressing the power button launches the AI agent to activate Google Gemini. After initiating the camera view and asking a question like “Can you recommend an outfit color that matches today’s makeup?”, a natural conversation follows, with real-time styling tips provided to complement the user’s makeup.

▲ Users can activate Google Gemini directly from the FlexWindow. (* To listen to the audio, click the speaker button at the bottom of the video)

With the Galaxy Z Flip7, users can effortlessly handle everyday tasks — such as adding calendar events or getting local recommendations — using only voice commands from the FlexWindow. Moreover, users can also engage in a conversation to receive real-time information, just like chatting with a friend.

Taking it a step further, Now Bar, located at the bottom of the FlexWindow, enables users to instantly control music and video playback, as well as quickly check information from various apps and get real-time updates. Meanwhile, Now Brief delivers personalized information based on location, time and usage patterns — which can also be accessed without unfolding the device — further enhancing everyday convenience.

▲ Now Brief

Unfolded: More Powerful, More Versatile

Even when the device is folded, the Galaxy Z Flip7 offers versatility for users. When it’s unfolded, there is even more that the Galaxy Z Flip7’s main display has to offer.

▲ A comparison of the main displays of the Galaxy Z Flip6 and Z Flip7

The larger screen and expansive feel of the Galaxy Z Flip7 immediately stand out when placed side by side with its predecessor, the Galaxy Z Flip6. The 6.9-inch Dynamic AMOLED 2X main display delivers vibrant image quality and a smooth refresh rate, offering a more immersive viewing experience.

The Galaxy Z Flip7 is also the first in the Galaxy Z series to support Samsung DeX. By unfolding the device and connecting it to an external display, mouse or keyboard, users can instantly turn it into a portable workstation.

Compact in form yet powerful with AI, the Galaxy Z Flip7 redefines the foldable mobile experience, offering seamless, ready-in-your-pocket AI usability and expanded functionality when unfolded. Samsung looks forward to how the Galaxy Z Flip7 will shape users’ everyday life.

Samsung Newsroom unboxed the Galaxy S25 Ultra to reveal the premium colors, refined design and improved performance that set this form factor apart from previous models.

▲ The Galaxy S25 Ultra

First Impressions of the Galaxy S25 Ultra

▲ (From left) The Galaxy S23 Ultra, Galaxy S24 Ultra and Galaxy S25 Ultra packaging

The packaging of the Galaxy S25 Ultra marks a significant departure from its predecessors. While Samsung has traditionally reflected each device’s form factor, color and materials into its packaging, the Galaxy S25 Ultra shifts to a silhouette-driven design instead of a direct depiction of the device.

In line with previous models, the box is made from 100% recycled paper materials — reinforcing Samsung’s ongoing commitment to sustainability.

▲ (From left) The Galaxy S25 Ultra box contents and the embedded S Pen

The Galaxy S25 Ultra box contains the device, an S Pen, a USB-C cable and a simple user manual. Matched to the device’s color, the S Pen seamlessly fits into the lower side of the Galaxy S25 Ultra’s frame to ensure a cohesive design while maintaining practicality.

▲ The back of the Galaxy S25 Ultra

When held, the device’s metallic finish and subtle blue sheen attract attention. The Titanium Silverblue color exhibits a delicate interplay of gray and blue hues depending on the angle of light, creating a dynamic and sophisticated aesthetic.

▲ The colors of the Galaxy S25 Ultra

A modern titanium color palette gives the Galaxy S25 Ultra a sophisticated appearance. The four standard colors include Titanium Silverblue, Titanium Black, Titanium Whitesilver and Titanium Gray. Additionally, three colors — Titanium Jetblack, Titanium Jadegreen and Titanium Pinkgold — are available exclusively on Samsung.com.

A Sophisticated Design Embodying the Galaxy S Series Identity

▲ A comparison of the corners on the Galaxy S24 Ultra and Galaxy S25 Ultra

One of the most noticeable changes in the Galaxy S25 Ultra is its corners. Replacing the sharp angles of its predecessor, the new rounded design gives the device a smoother look. The side frame has transitioned from a curved shape to a more angular one, enhancing visual appeal and grip comfort.

This design evolution is consistent across all three models in the Galaxy S25 series including the Galaxy S25 and Galaxy S25+ — creating a unified and polished aesthetic that pushes the Galaxy S series identity to new heights.

▲ The Galaxy S25 Ultra’s camera rings are now black.

The Galaxy S25 Ultra’s camera design has been upgraded as well, featuring black rings that seamlessly blend in with the lenses. The subtly raised floating structure creates a more polished look, while the thicker camera rings improve durability.

▲ A comparison of the Galaxy S24 Ultra and Galaxy S25 Ultra camera design

Enhanced Usability on a Larger, Slimmer Display

The Galaxy S25 Ultra offers an elevated viewing experience through a larger display. Boasting a 6.9-inch¹ Quad HD+ screen that is 0.1 inches larger than its predecessor, the device features a Dynamic AMOLED 2X display and 120Hz adaptive refresh rate to ensure fluid transitions and immersive clarity.

▲ The Galaxy S25 Ultra has an expanded screen.

The main display of the Galaxy S25 Ultra is equipped with Corning^® Gorilla^® Armor 2, a glass ceramic cover material for mobile devices. Engineered for durability, the screen is more resistant to damage than before. Additionally, the device is the first in the industry to incorporate an anti-reflective feature in the glass ceramic material — ensuring clear and vivid visuals both indoors and outdoors.

▲ The Galaxy S25 Ultra delivers an immersive viewing experience.

▲ The Galaxy S25 Ultra features slimmer bezels compared to previous models.

The thinner bezels are another impressive aspect of the Galaxy S25 Ultra. Compared to its predecessor, the bezels have been reduced by 0.2 mm — now measuring at just 1.32 mm. This significant reduction offers a more refined look while maximizing screen immersion.

▲ The Galaxy S25 Ultra is now lighter and more portable.

The Galaxy S25 Ultra offers a more stable and secure grip, thanks to its lightweight design. Even with enhanced performance, the device maintains a sleek profile of 8.2 mm and 218 g — 0.4 mm thinner and 14 g lighter than its predecessor.

▲ The Galaxy S25 Ultra is easier to grip.

The Galaxy S25 Ultra sets a new benchmark for AI smartphones, combining sophisticated aesthetics with powerful performance. Samsung looks forward to the unparalleled mobile experiences the Galaxy S25 Ultra will deliver with its refined design and enhanced usability.

¹ Measured diagonally, Galaxy S25 Ultra’s screen size is 6.9-inch in the full rectangle and 6.8-inch with accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

Samsung Newsroom unboxed the Galaxy Ring, designed to enhance both style and convenience in everyday life.

A Journey That Begins With Fine Packaging

▲ The Galaxy Ring and its charging case

The Galaxy Ring’s innovative form factor is reflected in its thoughtfully crafted packaging. Constructed in a clamshell design, the packaging resembles a jewelry box, thereby accentuating the wearable’s unique form. Opening the box unveils a transparent charging case with LED lighting — evoking the feeling of revealing a precious gem.

▲ The Galaxy Ring in Titanium Black mounted inside its LED-lit clamshell charging case

Consistent with the packaging, the charging case adopts a design similar to that of a jewelry box as well. Once opened, the charging case reveals the Galaxy Ring with its titanium frame and sleek curved body, subtly illuminated by LED lighting.

The Galaxy Ring is available in three colors — Titanium Black, Titanium Silver and Titanium Gold — and comes in nine ring sizes from size 5 to 13. This range allows users to select the perfect combination of color and fit, tailored to their personal style and size.

▲ The Galaxy Ring, alongside its packaging, charging case and a USB Type-C cable

Sophisticated Design Offering Comfort All Week Long

To provide continuous support and help users stay on track with their health, the Galaxy Ring is equipped with a powerful battery that lasts up to seven days on a single charge.¹ The battery level and charging status can be easily monitored through the LED lighting in the charging case.

▲ The Galaxy Ring’s battery level can be intuitively monitored via an LED light when stored in the charging case. The case’s battery level can be checked by removing the Galaxy Ring and briefly pressing the central multipurpose button.

▲ The Galaxy Ring’s charging case is compatible with both USB Type-C wired charging and wireless charging.

The Galaxy Ring’s main appeal lies in its lightweight and comfortable fit. Weighing between 2.3 grams (size 5) and 3 grams (size 13),² the device’s sleek, slim design creates an effortless wearing experience that is so comfortable users might forget they have anything on.

▲ The Galaxy Ring boasts a sleek, lightweight design.

The Galaxy Ring is exceptionally durable, thanks to its concave design and Titanium Grade 5 finish that resists everyday scratches and wear.³ The device is also 10 ATM water resistant,⁴ allowing it to withstand pressures equivalent to a depth of 100 meters. This means the Galaxy Ring can continue to monitor users’ health while they wash their hands, take a shower or engage in strenuous activities without worrying about damaging the device.

▲ The Galaxy Ring’s Titanium Grade 5 finish and 10 ATM water resistance provide users with greater freedom in their daily lives.

Advanced Sensors for Comprehensive Health Monitoring

▲ The Galaxy Ring features three state-of-the-art sensors.

The Galaxy Ring’s ability to deliver a comprehensive range of health information, from sleep quality to daily activities, is rooted in its advanced built-in sensors. With a skin temperature sensor, heart rate monitor sensor and accelerometer, the Galaxy Ring’s trio of state-of-the-art sensors encircle the user’s finger — meticulously tracking data that is subsequently analyzed by Galaxy AI to provide personalized health insights. Users can access detailed health information and insights on the Samsung Health app.

Quick and Easy Pairing With Galaxy Smartphones

To use the Galaxy Ring, it must first be paired with a Galaxy smartphone. This process is very straightforward. When the case is opened, the device automatically enters pairing mode. Users can follow the instructions on their Galaxy smartphone to complete the connection.

▲ Opening the Galaxy Ring charging case automatically pairs the device to a Galaxy smartphone.

To pair manually, place the Galaxy Ring in the case and press the multipurpose button for at least three seconds to activate pairing mode.

▲ A long press on the multipurpose button for three seconds will manually activate pairing mode. A short press will display the battery level via an LED light.

The Galaxy Ring can be worn on the finger once paired, and users can begin personalizing and monitoring their health care right away.

▲ The initial setup screen for the Galaxy Ring when pairing showcases signature digital health features like Energy Score, sleep analysis, Wellness Tips and Heart Rate Alert.

Finding the Perfect Fit With Galaxy Ring

Choosing the right size and wearing the Galaxy Ring properly are crucial for optimal performance. If determining the right size proves challenging, consider using the sizing kit that can be tried at Samsung stores or shipped free from Samsung.com.⁵ This complimentary kit includes nine rings identical in size to the actual product from size 5 to size 13, allowing users to find the perfect fit.

▲ A complimentary ring sizing kit to measure the user’s finger size

For accurate data tracking, the device should be worn with the protruding line that indicates the sensor’s direction facing the palm. The Galaxy Ring can be worn on any finger, but it is recommended that users try the sizing kit rings for a day or more to find out which finger suits them best.

▲ The Galaxy Ring worn correctly, with the protruding line facing the palm.

In addition to health management, the Galaxy Ring also offers a handy smartphone control feature with just a simple gesture of the fingers. When wearing the device, users can double pinch via Gestures to take a photo or turn off an alarm on a connected Galaxy smartphone.⁶

▲ The Galaxy Ring’s smartphone control feature lets users take a photo or turn off an alarm by double-pinching their thumb and index finger together.

The Galaxy Ring combines powerful performance and a sleek design for a refined and comfortable wearable experience. Reflecting Samsung’s commitment to advancing user convenience and health monitoring, the Galaxy Ring invites users to embark on a new journey towards healthier living.

¹ Based on the battery life of a size 13 product. Battery life will vary depending on ring size.
² Weight of Galaxy Ring varies by size. Size 5 Galaxy Ring is 2.3g, size 6 Galaxy Ring is 2.4g, size 7 Galaxy Ring is 2.4g, size 8 Galaxy Ring is 2.6g, size 9 Galaxy Ring is 2.7g, size 10 Galaxy Ring is 2.8g, size 11 Galaxy Ring is 3.0g, size 12 Galaxy Ring is 3.0g, and size 13 Galaxy Ring is 3.0g.
³ Titanium is only applied on Galaxy Ring device frame.
⁴ ATM stands for the standard atmosphere, a unit of air pressure. In theory, one ATM means that the product is waterproof to a depth of 10 meters under water.
⁵ One Sizing Kit is available free of charge upon purchasing the Galaxy Ring. Only one Sizing Kit is provided per order number. Sample rings included in the Galaxy Ring Sizing Kit are inoperable and for measuring ring size only. Wearing the ring for at least 24 hours is recommended to test the ring.
⁶ The double-pinch feature with the thumb and index finger is only able to take photos and turn off alarms on Galaxy Rings paired with Samsung Galaxy smartphones running on One UI 6.1.1 or later.

Can’t wait to get your hands on these devices? Don’t worry, we’ve got a special surprise for you.

Check out the videos below for the Galaxy S21 series unboxing experience.

Samsung Electronics’ latest lineup of SUHD TVs offer a 360-degree design that looks great from all angles. And with the relentless efforts Samsung puts into design, now there are more ways and places to set up your TV than ever.

Once you get your new TV home, you still need to set it up, but Samsung has made the process straightforward and easy-to-follow. To learn what it’s like to unbox your SUHD TV and attach the stand, check out these simple steps, so you can enjoy the amazing, 4K, HDR display to its fullest.

The first step in stepping up your SUHD TV is to check the images on the top of the box. A series of simple cartoons on the flap of the TV box clearly illustrates how to safely and easily unbox your new TV.

Next, open the box carefully, and take out the manual, stand, one connect box, cables and other accessories.

Remove the top two pieces of styrofoam from the box, and lay the box face-down on the floor.

Carefully pull the TV out of the box. As you remove it, another person should hold the box in place by grasping the hand-hold on the bottom of the box.

Now that the TV is out of the box, place it on a large, clean table while you complete the setup procedure. While the latest SUHD TVs are incredibly thin, a 65-inch model still weighs 28.8 kilograms, so be sure to choose a sturdy, safe location.

Next, assemble the TV stand and tighten the screws, then mount the stand onto the back of the TV and tighten the screws.

Finally, put the cover into place. Samsung overlooked no detail in ensuring its SUHD TVs would look their best from every angle, and that includes having a smooth, classy cover for the stand screws.

Now that the stand is finished, you can carefully set it upright again. Samsung’s SUHD TVs look stunning from all sides—front, sides and back—allowing people to set them up anywhere that suits their taste.

For a couple of fun-filled looks at unboxing your new SUHD TV, here are two more videos for you. First up, the story of a young couple and a very special anniversary present.

In addition, the viral video stars the Holderness Family have made a humorous music video about setting up their new TV.

Serif TV, which the brothers developed in collaboration with Samsung, boasts a bold, wide frame and minimalist design that naturally melts into its surroundings without being overly dominant. Like the television, its parts and the packaging that contains it are just as simple and refined, as seen in the unboxing photos below.

Serif TV’s eye-appealing packaging hints at the minimalist design of the product inside.

Even the box is different—clean and elegant with little very little product description. After all, it’s what’s on the inside that matters most.

The clear, black screen and bordering frame of the TV give the impression that the device is a high-end decorative item more so than a home appliance.

The 32-inch “Medium” model of Serif TV is one of three size options that users can choose from to suit their preferences.

The eye-catching attributes of Serif TV extend beyond the television itself. Even the designs of the accessory kit, user manual and stand packaging are consistent with the Bouroullecs’ concept of minimalism.

The functions of Serif TV are easy to understand, even without instructions. However, should users be curious about the hidden features of the television, they can consult the user manual.

The remote control has also been designed to be a tasteful device that is at once familiar and entirely unique.

Another accessory that draws attention is the television’s stand, which works in unison with Serif TV’s design.

Serif TV features a striking frame, which when viewed from the side looks like a stylish capital “I” in a serif font.

Serif TV can be self-installed in just five minutes. Simply screw the stand into the four corners of the television for hassle-free set-up.

Serif TV can be placed anywhere, such as on a table or desk, but the long, spindly legs of the stand let it blend more naturally into the interior space.

The flat, shelf-like top of Serif TV allows for greater interaction with other objects, like vases, books and other decorative items.

A woven fabric panel is incorporated on the rear of the device to conceal the connectors, making Serif TV attractive from all angles.

Serif TV boasts two HDMI ports, two USB ports and can connect to one’s mobile device for displaying content. The 3.5-millimeter audio port allows for the connection of headphones or a high-end sound system. The TV is also compatible with Bluetooth speakers and has screen mirroring capability.

Although modern televisions require multiple cables and connectors, the Bouroullecs cleaned up the look by using as few wires and ports as possible without affecting Serif TV’s functionality.

The Bouroullecs designed the Serif TV to be something simple, natural and inviting—from the frame and the interface of the device down to its parts and the packaging that contains them all. In doing so, Serif TV is not just a television, but instead a meaningful device for the spaces we live in.

One may experience irrepressible excitement when opening up the packaging on a shiny new product. In fact, the anticipation felt during an unboxing experience is often just as strong as the emotions felt when one is using a product for the first time.

For the Galaxy S7 and Galaxy S7 edge, Samsung Electronics has taken care to create a memorable unboxing experience. Attention to detail was applied not just in crafting the smartphones – the packaging also got a full makeover.

The new design sees users open the box as if they were opening a book. This means the smartphone is only gradually revealed, delivering a novel, intriguing and somewhat nostalgic experience.

The box, which features a sleek black and blue color scheme, is designed with simplicity and elegance in mind, just like the device inside.

Senior Designer Hyun Jee Lim, creator of the new packaging design, shared the messages Samsung hopes to convey through the new packaging.

Q: What was your principle goal during the design process for the new packaging?

Hyun Jee Lim: Our aim was to create a package that best represents Samsung’s design identity, as well as the elegance the product embodies. Since we redefined the exclusive brand image of the Galaxy series through the Galaxy S7 and Galaxy S7 edge, we attempted to align the package with the same image.

In fact, we strove to apply the brand image throughout the entire experience, from the Galaxy Unpacked invitation and the event itself, to the key visual components of the device and the product packaging. It was all done as part of an effort to deliver a seamless experience to our consumers.

Q: What aspects you most consider when you design the packaging?

Hyun Jee Lim: To represent the completeness of the device, we selected black as the packaging’s main color. We then incorporated blue, Samsung’s heritage color, into the design to improve the overall quality of the package. To enhance the effect, and to boost usability, we also designed the box so that it could be opened like a book.

Q: The book concept is an interesting one. How did you come up with it?

Hyun Jee Lim: We wanted to create a truly unique and classic package—one with which our consumers can encounter an intriguing experience from the moment they first interact with our product. The book-like design not only does this, it also adds an emotional element.

Q: Considering the box contains such a high-tech product, why did you decide to include such seemingly analog packaging designs?

Hyun Jee Lim: The juxtaposition between digital and analog might seem unusual, considering we live in a highly digitized society. However, as much as we rely on cutting-edge technology to get through the day, we are also sentimental beings filled with a longing for the past.

The package satisfies this desire by conveying a sense of familiarity and aesthetic sensibility, even though it contains a high-tech device. The design also represents Samsung as a transformational business, one that is continuously evolving.

Q: What materials were used in the packaging and why did you choose them?

Hyun Jee Lim: The packaging is carefully crafted, with black paper embellished with textured micro-patterns. This sleek, modern design helps the brand experience become tangible in consumers’ hands.

Q: The inner packaging is also different to that used in previous Galaxy models. Why is that?

Hyun Jee Lim: We aspired to create the best possible design, right down to the very smallest of details. We wanted consumers to be able to fully perceive the efforts that went into the birth of the product as a whole.

Q: What value did you, as a designer, want to personally communicate to consumers through the package design?

Hyun Jee Lim: A product’s packaging conveys a very important first impression to the customer. I wanted not to just satisfy people’s expectations, I actually wanted to surpass them. I tried to add a touch of ardor and confidence. I was hoping to use the packaging to convey the essence of the Galaxy S series and Samsung’s unique design identity.

The latest Galaxy devices are now available in select markets. Experience the unboxing of the Galaxy S7 for yourself in the video below in advance.