Samsung, India’s largest consumer electronics brand, today showcased its vision for the future of physical environments through AI-powered, connected enterprise solutions at its Business Experience Studio (BES) at Two Horizon Centre in Gurugram. Spanning retail and banking environments, Samsung’s integrated ecosystem is designed to transform customer-facing spaces into intelligent, adaptive and experience-led platforms.

As part of this vision, Samsung introduced its next-generation Spatial Signage — glasses-free 3D digital displays, marking a significant step forward in immersive engagement across high-impact commercial environments.

Immersive 3D Innovation for Next-Gen Engagement

Samsung’s Spatial Signage combines the clarity of 2D visuals with natural, lifelike depth—without the need for 3D glasses. Powered by patented 3D Plate technology, the display creates spatial depth behind the LCD panel, enabling content that appears to extend beyond the screen while retaining sharpness and visual fidelity. Spatial Signage doesn’t just display content — it surrounds the viewer with stunning depth and hyper-real visuals that feel almost alive.

The 2.15m display features 4K UHD resolution in a 9:16 format, enabling 360-degree rotating visuals for enhanced product storytelling. Backed by Samsung’s Quantum Processor, it delivers 4K upscaling, 16-bit color mapping and dynamic HDR refinement, along with an anti-glare panel for consistent clarity in high-traffic environments.

Designed for real-world deployment, the display features a slim 52mm profile and lightweight build, enabling seamless integration across retail stores, bank branches, and premium environments.

“The future of physical environments is being redefined by the convergence of immersive experiences and intelligent systems. As businesses move from static formats to dynamic, data-driven engagement, the ability to seamlessly integrate AI, content and display technologies becomes critical. At Samsung, we are building connected ecosystems that enable this shift—helping enterprises across retail and financial services create adaptive, secure and scalable experiences that respond in real time to customer needs,” said Puneet Sethi, Vice President, Enterprise Business, Samsung India.

AI-Powered Ecosystems Across Retail and Banking

At BES Gurugram, Samsung demonstrated how businesses can transition from static environments to connected, data-driven platforms:

• AI-Led Content Creation: AI Studio within Samsung VXT enables conversion of static images into 3D-optimised content using simple prompts, significantly reducing production time and complexity.
• Centralised Content Intelligence: VXT allows real-time, remote content management across locations—from retail stores to bank branches.
• Reinvent Retail Experience: With Samsung solutions, retailers can improve a customer’s entire shopping journey from capturing attraction to providing real-time promotion. This new technology will enhance the customer’s satisfaction bringing them back to the store for future shopping.
• Intelligent Service Environments: In banking, solutions enable queue management, real-time communication and contextual product messaging.
• Secure Workflows: Powered by Samsung Knox, it ensures enterprise-grade security and compliance.
• Galaxy multi-device experience: Galaxy multi-device experience lets you seamlessly transition from one Galaxy device to another so that you enjoy access to your content and efficiently perform everyday tasks.

From Devices to Platforms

Samsung’s showcase at BES Gurugram reflects its evolution into a platform-driven enterprise solutions partner, enabling businesses to build connected, scalable and insight-driven environments in an increasingly digital-first world.

For prices, contact Samsung BES, Gurugram: vdsolution@samsung.com

Samsung TV Plus, India’s leading free ad-supported streaming television (FAST) service, has launched Kings of Comedy, a new premium comedy channel bringing some of India’s most beloved primetime shows together in one place, completely free. Available exclusively on Samsung TV Plus, Kings of Comedy delivers back-to-back Hindi comedy hits including Comedy Nights with Kapil, Khatra Khatra Khatra and Comedy Nights Bachao, with no login required and no subscription fee for millions of Samsung Smart TV owners across India.

The launch marks a milestone moment for free streaming in India. For the first time, audiences can watch these iconic primetime shows on a dedicated channel, accessible directly from their Samsung TV home screen.

Kings of Comedy arrives as Samsung TV Plus India celebrates its 5th anniversary, a period that has seen the service grow monthly active users by 42 per cent and total viewing hours more than double. Samsung TV Plus India now offers over 180 free channels across 14 languages spanning news, movies, entertainment and infotainment. Kings of Comedy represents its boldest investment in Hindi general entertainment content yet.

“Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Five years in, our focus remains the same. Take the content people know and make it effortless to access on connected television. No subscription, no friction, just great TV,” said Kunal Mehta, General Manager, Head of Business Development, Samsung TV Plus India.

Samsung TV Plus India’s growth mirrors the service’s global momentum. Worldwide, Samsung TV Plus recently surpassed 100 million monthly active users across more than 4,500 channels, cementing its position as one of the world’s leading free streaming services.

Kings of Comedy is available now on Samsung TV Plus on all compatible Samsung Smart TVs.

Samsung Electronics Co., Ltd. today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.

According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,[1] reinforces Samsung’s position at the forefront of the home entertainment industry.

Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.

The lineup will include:

• HW‑Q990H flagship soundbar, the successor to the HW‑Q990F
• All‑in‑one soundbar HW‑QS90H
• Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers

“At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”

[1] Omdia Q4 2025 Public Display Report, by unit sales.

Samsung Electronics today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.

Samsung had held the top position in the global TV market since 2006, and according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.

Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.

“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing.
• 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens.

Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.

Samsung, India’s leading consumer electronics brand, today announced its ‘Made for India’ PLUS campaign that rewards consumers every time they purchase a Samsung television. This differentiated offering—built around viewing habits and purchase expectations—is designed to deliver value and smarter ownership experiences for Indian consumers. The PLUS campaign combines advanced display technologies with content access, service assurance, flexible financing and long-term software support, reinforcing Samsung’s commitment to creating future-ready solutions tailored for India.

The PLUS campaign builds on Samsung’s leadership as the world’s No 1 TV brand for 19 consecutive years. It spans Samsung’s Crystal UHD, Neo QLED and OLED television ranges. Consumers gain access to Samsung TV Plus that offers 150+ free national and international channels across entertainment, movies, news and regional content, with no subscriptions or downloads required.

“The ‘Made for India’ PLUS campaign reflects our deep understanding of Indian consumers and their expectation for greater value from their purchases. Today’s TV buyers are looking for more than just superior picture quality. They seek longevity, flexibility, smart experiences and trusted service. With PLUS, we bring together innovation, convenience and assurance in a single offering, making premium television experiences more accessible to Indian households,” said Viplesh Dang, Senior Director, Visual Display Business, Samsung India.

As part of the PLUS ecosystem, consumers get access to Samsung Care+ for enhanced after-sales service with up to five years of warranty coverage. This includes two years of comprehensive warranty starting at INR 599, supported by 100 percent genuine parts and Samsung’s nationwide service network.

Complementing this is Samsung Finance+, which enables flexible and paperless financing options, including zero percent interest plans. The simplified financing process is designed to reduce purchase barriers while offering convenience at the point of sale.

The PLUS campaign has been developed for India’s diverse consumption patterns, growing demand for large screens, and the need for reliable after-sales support. Samsung future-proofs consumer investments by integrating AI-powered viewing enhancements, extended software upgrades and Samsung Knox for safeguarding user data and privacy through features like Samsung Knox Vault.

This initiative underscores Samsung’s commitment to innovation, consumer-centricity and long-term value creation for Indian households and strengthens its leadership in the Indian television market by offering meaningful differentiation that goes beyond the screen.

▲ Ahn pauses to admire “Sun, Moon, and Five Peaks” at the tunnel-like entrance to Samsung’s exhibition. The work is part of the Lee Kun-Hee Collection, donated to public institutions by the late Samsung chairman and available via Samsung Art Store, the art subscription service for Samsung TVs.

Visiting Samsung Electronics’ The First Look 2026 exhibition in Las Vegas, Ahn explored a range of new technologies designed to make watching, listening and interacting feel more immersive and personal.

Big Screen. Bigger Emotions.

The centerpiece of the Samsung booth was the 130-inch Micro RGB TV, winner of a CES Innovation Awards 2026 Best of Innovation. Built with sub-100-micrometer red, green and blue LEDs and a seamless floating-screen design, it delivers breathtaking clarity and color depth — qualities that amazed Ahn not only as a viewer, but as an actor.

“When I watch movies at home, there are always moments where I think ‘This really should be in a theater.’ But with a screen like this, I feel like you could fully immerse yourself at home.”

▲ Ahn shares his excitement in front of a 130-inch Micro RGB TV.

Inspired by Samsung’s 2013 design legacy, the 130-inch model pairs cutting-edge Micro RGB technology with a refined aesthetic, enabling the TV to serve as both a cinematic display and an object of art in the home.

Smarter Watching, Thanks to AI

Ahn also explored Vision AI, Samsung’s new suite of intelligent viewing features that tailor picture and sound based on content and user preferences.

He was especially intrigued by AI Soccer Mode, which uses real-time scene analysis to optimize visuals and sound, enhancing on-screen ball motion and adjusting commentary volume levels to match the moment. Viewers can even interact with the TV in real time to check stats, player bios and more through Vision AI Companion.

▲ A casual soccer fan, Ahn highlights how AI Soccer Mode optimizes picture and sound for live matches.

“The AI Sports feature caught my eye right away,” said Ahn. “I honestly thought this could be the next generation of how we experience sports.”

Music Studio 5: Where Sound Meets Style

Among the many products on display, one in particular became a personal favorite for Ahn: Music Studio 5, a Wi-Fi speaker designed in collaboration with renowned French designer Erwan Bouroullec, creator of Samsung’s The Serif.

Ahn, a self-professed speaker collector, was instantly drawn to the product’s elegant design and expressive sound.

▲ A self-professed speaker collector, Ahn is captivated by Samsung Music Studio products.

“I already have six or seven speakers at home, so I was really trying to hold back, but the Samsung Music Studio products made me lose my self-control.”

Music Studio 5 was also recognized as Best Home Audio by CNET in its Best of CES 2026 awards, further underscoring its appeal as both a quality sound system and a design statement.

Sharpen Skills and Set the Scene: Fender and The Freestyle+

Ahn also tried out Fender Play TV, a guitar-learning app developed in collaboration with iconic instrument brand Fender. Previously available on Samsung mobile devices and tablets, the app now comes to life on large TV screens, inviting users to practice, play and dive into a richer, more immersive music-learning journey at home.

“Seeing a guitar at the exhibition today and picking it up after a long time brought back a really nice sense of nostalgia. It’s a hobby I used to really enjoy, but I put aside for a while. It definitely made me want to start again.”

▲ Ahn showcases his guitar skills using the Fender Play TV app, set to debut on Samsung TVs in 2026.

He also explored The Freestyle+, a new portable projector that stole the spotlight at CES with its twice-as-bright display and exclusive AI OptiScreen technology, highly praised by CNN Underscored as Best of CES, for seamless setup to automatically adjust for uneven surfaces and colors, plus Vision AI Companion for conversational content interaction — a nod to Samsung’s continued innovation in personal entertainment.

Seeing the Screen in a New Way

Reflecting on his experience at the booth, Ahn shared what the visit meant to him personally.

“It’s an honor to start 2026 as a Samsung TV Ambassador,” he said. “Today reminded me why Samsung has stayed the global leader in TVs for 20 years — it’s not just about the technology. It’s about creating experiences that connect with people.”

And just like that, the actor known for bringing characters to life on screen walked away with a deeper appreciation for the screen itself.

Samsung, India’s largest consumer electronics brand, today announced the launch of its all-new Sound Tower 2026 lineup, bringing powerful sound performance, enhanced portability, and immersive entertainment features to Indian consumers. It is designed to deliver an immersive party experience through both light and sound.

The new range includes ST50F and ST40F models, both engineered with Samsung’s upgraded acoustic architecture to create rich, room-filling sound, and dynamic visual effects.

“The new Sound Tower series reflects Samsung’s commitment to elevating modern entertainment by bringing immersive sound, dynamic lighting and versatile portability into one cohesive experience. As consumers increasingly look for audio solutions that effortlessly adapt to both indoor and outdoor lifestyles, the Sound Tower emerges as a true companion for every occasion. With its long-lasting battery performance, enhanced soundstage and customizable Party Lights+, this lineup empowers users to create memorable moments wherever they are,” said Viplesh Dang, Senior Director and Head of Visual Display Business, Samsung India.

Powerful Audio for Any Occasion

The 2026 Sound Tower models are built on Samsung’s upgraded acoustic architecture, engineered to deliver clear and balanced sound across diverse environments, with powerful output of up to 240W and an enhanced acoustic design that ensures clear, wide audio coverage. The design incorporates dual woofers and advanced waveguide-assisted tweeters to achieve wider sound dispersion and consistent clarity.

Both models also support multiple sound modes to tailor output for popular listening scenarios. Users can enhance their experience with Auracast Group Play or pair two Sound Towers via Stereo Play for left-right channel separation.

Portable and Long-Lasting Design

The new Sound Towers are designed to be the perfect companions for both home and outdoor entertainment, combining extended battery life. The ST50F delivers up to 18 hours of uninterrupted playtime and comes equipped with a telescopic handle and wheels for effortless mobility, while the ST40F offers up to 12 hours of playtime with a convenient top carry handle, making it easy to take the party anywhere.

IPX4 water resistance provides added reliability during outdoor use, from monsoon fun to poolside gatherings.

Immersive Lighting and Entertainment Modes

The Sound Tower’s Party Lights+ system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can create the perfect vibe using the Samsung Sound Tower App. The lighting system reacts in real time, analysing beats and frequencies to activate multiple LED zones in sync with the music. Effects such as Wave, Trail, Spark, Breeze, Flow and Flare help set a wide range of moods from festive, high-energy moments to relaxed, ambient settings, making the Sound Tower a vibrant centrepiece for any occasion.

Pricing and Availability

Samsung’s 2026 Sound Tower models will be available on Samsung.com, leading offline retailers and major e-commerce platforms, starting at a price range of INR 25500.

Iconic Imagery From a Cultural Phenomenon

Since its debut in 2016, “Stranger Things” has been one of the defining titles behind Netflix’s rise as the world’s leading entertainment service. The series became a global megahit, driving viewership and conversation across regions and generations. Following the release of Season 5, Part 1 on Nov. 27, 2025, it ranked No. 1 in 91 countries and recorded 59.6 million views in its first five days, marking the strongest opening performance for an English-language series on Netflix to date. It also became the first series in Netflix history to place all five seasons in the Global Top 10 at the same time, holding that record for five consecutive weeks. All episodes from the final season are now streaming globally, only on Netflix.

Samsung’s exclusive content inspired by Season 5 builds on that momentum. Available from Jan. 12 through Feb. 22, the collection includes a special theme and five wallpapers featuring live-action characters and settings from the show, including Hawkins and the Upside Down. Reflecting the unique atmosphere of the show, the visuals allow fans to bring elements of the series into their everyday lives.

A Long-Standing Partnership Celebrating Great Storytelling

Samsung and Netflix have a long-running partnership, bringing compelling, high-quality content inspired by some of the world’s best-loved shows. The latest collaboration follows their recent partnership to offer special themes for the worldwide hit film “KPop Demon Hunters,” while the companies previously worked together to celebrate the launch of Season 4 of “Stranger Things.”

¹ The special theme package is available for download on Galaxy smartphones running Android OS versions 15–18 and may not be supported on certain models. Wallpapers are available on Galaxy smartphones running Android OS v or later. The theme and wallpapers are available for a limited time and may be changed or withdrawn at any time without notice due to circumstances at Samsung or Netflix.

From Indian kitchens and living rooms to smartphones, wallets, and workplaces, Samsung’s India-first innovations have reshaped everyday experiences — making technology more intuitive, accessible, and trustworthy.

Here are five Samsung innovations that have had a lasting impact on how India lives and connects.

1. AI Home: Intelligence that adapts to Indian living

Samsung’s AI Home vision brings intelligence into Indian households by connecting appliances, televisions, and smartphones into one intuitive ecosystem. Designed around real Indian lifestyles — from multi-generational homes to diverse cooking and usage patterns — AI Home learns daily routines, optimises energy consumption, and simplifies home management.

By working quietly in the background, AI Home transforms houses into responsive living spaces, where technology supports life rather than interrupting it.

2. Foldable technology: Redefining the smartphone experience

With its pioneering foldable smartphones, Samsung reimagined what a mobile device could be. Foldable displays offered users a larger, immersive screen while retaining the portability of a phone — fundamentally changing how people work, watch, create, and connect.

In India, foldables unlocked new possibilities for multitasking professionals, creators, and entrepreneurs — blending productivity and entertainment into a single, powerful device that fits in the palm of the hand.

3. Curd Maestro Refrigerator: Innovation inspired by Indian kitchens

True innovation often begins at home. Samsung’s Curd Maestro Refrigerator addressed a uniquely Indian need — the daily ritual of setting curd. By combining precise temperature control with intelligent design, Samsung enabled consistent curd preparation across seasons and climates.

More than a feature, Curd Maestro became a symbol of Samsung’s “designed for India” philosophy — where global technology is thoughtfully adapted to local habits, tastes, and traditions.

4. Samsung Finance+: Making technology accessible to millions

As India rapidly moved towards a digital economy, access to smartphones became essential. Samsung Finance+ helped bridge this gap by offering easy, paperless financing at the point of purchase, especially for first-time buyers and customers in emerging markets.

For millions of Indians, Samsung Finance+ enabled their first smartphone, first internet connection, and first entry into the digital ecosystem — supporting education, livelihoods, and financial inclusion across Bharat.

5. Samsung Knox: Building trust in a digital-first India

In an increasingly connected world, trust is critical. Samsung Knox introduced defence-grade security into everyday devices — protecting personal data, financial information, and work credentials at every level.

From securing digital payments and cloud data to enabling safe work-from-home and enterprise mobility, Samsung Knox has played a vital role in building confidence in technology adoption. By making security seamless and invisible, Knox allowed Indians to embrace digital life without compromise.

Innovation that grows with India

Together, these five innovations reflect Samsung’s deep-rooted commitment to India — creating technology that is locally relevant, and future-ready.

As India continues its journey towards AI-led growth and deeper digital inclusion, Samsung remains focused on innovations that don’t just follow change, but shape it.

Because when innovation understands people, it becomes part of everyday life — powering how a nation lives and connects.

Samsung Newsroom stepped inside to see how hardware innovation and AI-driven visual intelligence come together to create new immersive experiences.

▲ Samsung has been the world’s No. 1 TV brand for the past 20 years.

Micro RGB 130”: CES Innovation Awards 2026 Best of Innovation Winner

The Micro RGB 130” TV made its debut at First Look. Visitors were first struck by its scale, then by the precision of its color reproduction across varied content. Micro RGB 130” also delivers 100% of the BT.2020 wide color gamut, certified by Verband der Elektrotechnik (VDE), to enable more accurate, life-like colors.

As screen sizes grow, maintaining image consistency becomes more challenging. Samsung addressed this with Glare Free technology, enabling uniform image rendering without distracting reflections — a key reason the Micro RGB 130” TV earned a CES Innovation Awards 2026 Best of Innovation honor.

▲ Micro RGB 130”

▲ The Micro RGB 130” TV uses RGB color LEDs smaller than 100 micrometers as its backlight to deliver exceptional picture quality and color.

Beyond the technology, the Micro RGB 130” TV’s Timeless Frame design reflects a modern evolution of Samsung’s TV legacy — preserving the Timeless Gallery concept first introduced at CES 2013. The lower edge of the frame meets the floor, creating the effect of a window that blends seamlessly into its surroundings.

The Micro RGB TVs will be available in 100-, 85-, 75-, 65- and 55-inch sizes.

▲ Video introducing the Micro RGB 130″

Vision AI Companion: From Convenience to Comfort In Everyday Life

▲ Vision AI Companion demonstration

“Which team do you think will win today’s soccer match?”
“Can you tell me the recipe for the food on screen?”

The Vision AI Companion area showcased the range of interactions available through the TV. First introduced in 2025, the Vision AI Companion now understands casual, conversational prompts and delivers intelligent responses — from providing detailed information about a film to recommending music based on mood and even placing food orders.

Art TVs: Bringing Art Gallery Experiences Into the Home

The Frame and The Frame Pro

Building on the art experiences offered through Samsung Art Store, Samsung spotlighted its expanded Art TV lineup with a larger The Frame 98”. The built-in One Connect design simplifies installation, while the packaging box doubles as a wall-mounting guide.

Displayed alongside it, The Frame Pro 85” evoked the feel of a gallery space — showcasing Neo QLED picture quality with vivid clarity.

▲ The Frame 98” and The Frame Pro 85”

OLED S95H

The newly released OLED S95H TV, a CES Innovation Awards 2026 honoree, features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.

▲ OLED S95H

Art TVs can display more than 5,000 works currently exhibited in museums and other venues around the world. Samsung plans to expand the service through collaborations with global partners.

▲ Art TVs created an immersive chamber where visitors could become part of the piece.

6K Gaming: Immersion on Another Level

Odyssey 3D Monitor

The glasses-free Odyssey 3D 32″ (G90XH6K) — the world’s first 6K 3D gaming monitor — invited visitors to experience their favorite games in new ways. Around 60 games can be enjoyed in 3D including “The First Berserker: Khazan,” “Stellar Blade,” “Lies of P: Overture” and “Mongil: STAR DIVE.”

▲ Odyssey 3D 32”

▲ Jerry Ruiz

“I tried gaming in 3D for the first time, and it felt completely new and immersive,” said Jerry Ruiz, a digital content creator from Kennewick, Washington. “Being able to play 3D games without wearing glasses was especially impressive — I don’t think I’ll be able to go back to regular gaming.”

Personalized Entertainment: Tailored to Individual Lifestyles

Tizen

The new Tizen operating system enables personalized recommendations through expanded content discovery. Viewers can access curated programming based on viewing trends and seasonal themes through a simple, intuitive interface.

▲ Tizen delivers personalized entertainment experiences.

Samsung extended entertainment beyond watching and listening by inviting visitors to take the mic with Stingray Karaoke on Samsung TV. With microphone connectivity, tambourine effects and applause sounds, the TV transforms into a karaoke system, while features such as echo, reverb and voice tuning recreate the feel of a professional performance. Visitors could also test their skills with Fender Play TV, available exclusively on Samsung TV. The service offers guitar tutorials led by top instructors, along with virtual band sessions through Jam mode.

Available in 30 countries, Samsung TV Plus brings a wide range of entertainment programming — from sports and music to creator content — across more than 3,500 channels and 66,000 video-on-demand titles.

Big Screen, Glare-Free Immersion

The large-display setup demonstrated Samsung’s Glare Free technology, delivering immersive paired with Micro RGB picture quality and spatial audio. The experience reflected Samsung’s vision of the TV as an Entertainment Companion.

▲ Light reflections are visible on the left display but minimized on the right with Glare Free technology.

Portable Screens: Made for Life on the Move

The Freestyle+

One area of the exhibition resembled a camping trip, featuring the new The Freestyle+ projector. Designed for portability, the device lets users enjoy their favorite content wherever they go.

Lightweight and compact, the projector features a minimalist design that blends into any space. AI OptiScreen automatically adjusts the image for different surfaces — including walls, ceilings and curtains — ensuring optimal viewing from virtually anywhere.

▲ The Freestyle+

▲ AI OptiScreen delivers clear viewing on virtually any surface.

In addition, 3D Auto Keystone delivers an optimized, near-rectangular image even when projected onto uneven surfaces such as three-sided corners or curved curtains.

▲ 3D Auto Keystone creates a near-rectangular image even when projected onto a three-sided corner.

Audio Innovation: Sound for Every Space

Music Studio Series and Q-Symphony

Samsung unveiled a range of audio devices in multiple form factors, each made to deliver high-quality sound. Created in a second collaboration with French designer Erwan Bouroullec — following his earlier work with Samsung on The Serif TV — the Music Studio series of Wi-Fi speakers blends refined design with immersive audio, enhancing interior spaces wherever they are placed. The Music Studio series received a CES Innovation Awards 2026 honor.

▲ Music Studio series

Q Series All-in-One Soundbar

Samsung introduced its most cinematic soundbar to date with the new Q Series All-in-One Soundbar. The system features 13 built-in speakers and Sound Elevation technology — which raises dialogue toward the center of the screen. With Auto Volume and flexible installation options including wall mounting or tabletop placement, the soundbar delivers a clearer, more natural listening experience.

▲ Q Series All-in-One Soundbar installation options

Sound Tower

The Sound Tower rounded out the audio lineup. Equipped with a built-in telescopic handle and wheels, the speaker can be easily moved and positioned as needed. Users can adjust lighting colors and effects with Party Lights+ and sound settings to suit different environments. With IPX4 water resistance, the Sound Tower delivers stadium-level energy for an immersive match-day experience.

▲ Sound Tower

Next-Generation Technology: Innovation Beyond the Screen

Micro LED 140″

▲ Micro LED 140″

Using microscopic chips that independently render color, the Micro LED delivered lifelike visuals with exceptional clarity. Shown on a massive 140-inch screen, the imagery created an immersive, cinema-like experience that felt true to life.

▲ Micro LED technology delivers strikingly realistic visuals.

AI Beauty Mirror

▲ AI Beauty Mirror

In the next area, visitors entered a space modeled after a powder room where a circular mirror revealed itself as the AI Beauty Mirror. Powered by on-device AI, the technology signaled Samsung’s technology expansion into the beauty space.

The hybrid design combines a polarized mirror with a half mirror to improve reflectivity and transparency, delivering clearer, more precise visuals.

▲ The AI Beauty Mirror provides personalized suggestions through detailed skin analysis.

Audio-Visual Design Blends Sound With Form

A lineup of visually striking audio devices added a strong visual element to the booth. Reimagining the turntable, the Transparent Micro LED functioned as a music visualizer — resembling an LP floating in midair — while a built-in premium sound system ensured audio quality remained uncompromised.

▲ A floating LP-inspired visual audio device

Spatial Signage

Samsung also introduced Spatial Signage, a new display form factor that combines detailed 2D content with immersive 3D effects. Using spatial optical technology measuring just 52 millimeters thick, the display creates a pronounced sense of depth — as if an additional layer of space exists within the screen. The system integrates with existing Samsung signage, enabling centralized remote management of both content and hardware.

With life-size 3D effects and vivid visuals, Spatial Signage can be used for advertising, events, artist exhibitions and museum displays.

▲ The Transparent Micro LED features high transparency and clarity.

▲ Spatial Signage

The Entertainment Companion zone at The First Look 2026 went beyond visual and audio enhancements, illustrating how AI can deliver both convenience and comfort when seamlessly integrated into everyday life.  Samsung aims to bring greater comfort and enjoyment to everyday life.