Samsung Electronics today announced the installation of its Outdoor LED Signage XHB Series (P8) at the flagship location of Shinsegae Department Store in Seoul, South Korea. Unveiled during the “2024 Lights Up SEOUL, KOREA” event today, the installation is set to establish Myeongdong Square in Seoul as Korea’s new premier landmark, featuring a stunning media lighting display that illuminates the heart of Seoul’s iconic shopping district.

“Our LED displays present unlimited possibilities for places like Myeongdong to bear new elements of cultural significance,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “This installation gives us an opportunity to showcase in the biggest way possible that our outdoor digital displays are built to engage, built to deliver impactful content, and built to last.”

Located within the Myeongdong Special Tourist Zone Area, Shinsegae Department Store is uniquely positioned as a free outdoor advertising zone that enables creative and expansive installations. Samsung’s massive outdoor LED signage featuring an anamorphic 8K display, wraps around the entire outer wall of the building, measuring 71.8 meters in width and 17.9 meters in height — equivalent in size to three basketball courts.

Spanning a total area of 1,285 square meters, the display is designed for resilience in harsh weather, featuring an IP66 rating for dust and water resistance, and UL 48 and UL 746C certifications¹ for year-round durability. The installation is engineered for high visibility and vibrant color accuracy, with support for HDR10+ technology to deliver sharp contrast and rich visuals. With a max brightness of 8,000 nits,² the display ensures exceptional clarity even in direct sunlight. Its high refresh rate of 7,680Hz minimizes flicker and the moiré effect,³ ensuring a stable display that remains visually crisp, even through camera lenses.

Samsung’s track record of success with digital signage spans prominent venues worldwide. In South Korea, Samsung provided the country’s largest ever high-definition LED signage to Coex SM Town, while transformative installations at New York’s Citi Field and Houston’s Minute Maid Park set new standards for in-stadium displays. At Citi Field, Samsung installed the largest scoreboard in professional baseball, featuring over 29,800 square feet of LED screens that immerse fans in the action from every angle. Similarly, at Minute Maid Park, Samsung’s high-definition LED technology redefined the fan experience with massive outdoor displays and a dynamic new main scoreboard, all designed to enhance the excitement of the game.

In Myeongdong, the new installation will not only host engaging advertisements and dynamic video content, but also transform into a breathtaking annual Christmas media façade, creating a festive atmosphere for visitors.

“Shinsegae’s media façade, beloved by global customers for the past 10 years, has now been recreated as Shinsegae Square. This transformation paves the way for it to become an iconic landmark of Seoul, making it not only a must-visit attraction but also a central hub for K-culture. We are excited to partner with Samsung to bring our customers unique experiences that blend heritage and digital technology,” Shinsegae spokesperson said.

Samsung’s Outdoor LED Signage is renowned for exceptional performance in demanding environments, evidenced by award-winning deployments at iconic venues such as Inglewood, California’s SoFi Stadium, which boasts the world’s largest LED videoboard ever built for sports, and the Formula 1 Las Vegas Grand Prix, where Samsung installed a 481-foot-long rooftop LED display in the shape of the F1 logo. As Myeongdong evolves into a global tourism destination, Samsung continues to lead with solutions that inspire and engage.

¹ UL 48 and UL 746C certifications, issued by Underwriters Laboratories (UL), verify compliance with safety standards for electric signs and durability of materials in outdoor environments, including UV and weather resistance.
² Maximum brightness measured post-calibration; actual values may vary with conditions.
³ The moiré effect is an undesirable visual phenomenon that occurs when repetitive patterns, such as lines, are captured in photographs.

▲ Four Samsung outdoor LED signage (XHB series) have been installed in the St. Peter’s Square at the Vatican City

St. Peter’s Square, founded on an architectural layout boasting illustrious signatures and timeless pieces of art, hosts various ceremonies where the Pope meets the public. Acknowledging the requirements for the best acoustic and visual rendering in an outdoor space, Samsung took to its outdoors audio-and-video expertise. The four outdoor LED signages have been installed in strategic points of the square to convey a clear picture of commencing events as well as audio solutions to broadcast the message.

▲ Visitors and worshippers can clearly view the proceedings through Samsung’s outdoor LED signage (XHB series) at St. Peter’s Square, Vatican City

Thanks to Samsung’s LED Signage technology, spectators will be able to take part in the ceremonies at St. Peter’s Square and admire all the details. Being IP66-certified, the XHB series reproduce high-impact content even in harsh weather conditions. In addition, the extremely compact 99.4 mm-thin housing makes them perfectly integrable in an iconic space such as St. Peter’s Square.

Harman Kardon’s signature audio provides balanced panoramic sound that is distributed throughout the space, conveying crisp dialogues for an immersive and engaging experience for worshippers and visitors alike. Adaptive Sound technology clearly diffuses sound even when the volume of voices is low to divulge every element of speech, even during the most whispered dialogues.

“We at Samsung Electronics are excited to make our technological contribution and renew our engagement with Vatican City,” said Davide Corte, Head of IT Division, Samsung Electronics Italy. “The outdoor LED signages and audio solutions create an immersive audio and video experience to serve visitors as well as the communities of the Faithful. It is an honor for us to be present with the best of our technologies in such a unique and prestigious setting such as St. Peter’s Square.”

▲ 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.