From September 1 to 5, visitors to Samsung’s booth can discover brand-new connected experiences powered by SmartThings and explore how the company combines innovation with eco-conscious initiatives to build a brighter future for all.

Samsung Newsroom invites those who can’t attend in person to take a virtual tour of the company’s booth through the photos below.

▲ Using the 787-inch The Wall as a media facade, Samsung unveiled innovative products and sustainable smart home solutions.

1. Sustainability Today for a Brighter Tomorrow

At the Sustainability Zone, visitors can discover Net Zero Home, an eco-conscious future residence, and learn about Samsung’s environmental efforts and technologies for future generations — including company-developed recyclable materials such as “r-ABS” and the environmental impact of energy usage at home through Carbon Intensity Insight.

In September 2022, Samsung announced its new environmental strategy and committed to achieving company-wide carbon neutrality by 2050 and joining efforts to tackle climate change. To that end, the company has reduced carbon emissions by more than 900,000 tons and increased the use of renewable plastics by threefold compared to 2021.

▲ Following the announcement of Samsung’s new environmental strategy, the Circular Economy Lab was established to foster a resource circulation ecosystem and develop recyclable materials, such as “r-ABS.” Samsung introduces a roadmap for its plans to use recycled materials in its products.

▲ Visitors immerse themselves in Samsung’s sustainability initiatives, such as the use of discarded fishing nets and eco-conscious packaging.

2. Streamline Your Daily Routine With SmartThings

Samsung showcases SmartThings, the company’s expansive and fully integrated home ecosystem. In particular, this section of the booth highlights how third-party devices with Matter or HCA support can be seamlessly connected to the advanced multi-device connectivity platform.

▲ SmartThings continues to expand service and usability for third-party devices that support the Matter protocol and HCA standards. Samsung has recently collaborated with 26 European companies to deliver better connected experiences to users.

3. Enriching Your Daily Life With Bespoke Home

At the Bespoke Life booth, Samsung showcases sustainable and intelligent home appliances with unique personalization options. What’s more, visitors can get hands-on experience with Samsung’s latest home appliances such as the BESPOKE AI Washer & Dryer, Bespoke Jet AI and Bespoke Oven.

▲ Visitors learn about Samsung Food at Samsung’s booth.

▲ Booth visitors experience Samsung’s latest All-in-One Washer & Dryer.

▲ Visitors test Bespoke Jet AI, the world’s first UL-verified AI cordless stick vacuum cleaner.

4. Vivid and Bright Experiences on Display

Samsung’s booth features the Odyssey Neo G9 gaming monitor and 98-inch ultra-large TV lineup — highlighting cutting-edge MICRO LED technology that offers lifelike picture quality. In addition, Samsung Gaming Hub opens the door to cloud gaming while the Freestyle 2^nd Gen portable projector demonstrates new ways to entertain with a 21:9 screen ratio for a full cinematic experience.

▲ (From left) The 98″ Big Screen Zone showcases three 98-inch TV models that deliver high-quality resolution through ultra-large screens. Visitors try out Samsung’s latest gaming monitor, the Odyssey Neo G9.

▲ Visitors explore The Frame-Disney100 Edition which includes 100 pieces of Disney artwork.

▲ (From left) The Freestyle 2nd Gen portable projector supports Smart Edge Blending where two devices can be paired to offer users a 160” panoramic viewing experience and now also enables access to Samsung Gaming Hub.

5. Unfold the Latest Mobile Innovations With the Galaxy Z Series

Visitors at Samsung’s booth can experience the flip side with the latest mobile device lineup unveiled at Galaxy Unpacked this past July — the Galaxy Z Flip5, Z Fold5, Watch6 series and Tab S9 series.

▲ The recently released Galaxy Z Flip5 and Z Fold5 on display

Beyond leading technological innovation, Samsung aims to connect people with each other and the world around them through its products. The company looks forward to the future — eager to reduce its environmental impact,  enhance the lives of consumers and discover new possibilities for a better world.

Pursuing Simplicity With a Purpose 

▲ TV designer Jangho Kim described the 98-inch ultra-large TV design as “a process of focusing solely on the immersive experience and eliminating everything else”

The essence of the TV experience is defined by both what you see and what you hear. Samsung Electronics has long focused on creating a “TV without a bezel” to provide a seamless experience that eliminates unnecessary distractions, and it continues to adhere to the idea of “simple, yet meaningful.” A few years ago, this journey came to the point of minimizing the company logo in the front; this year, the 19.9 mm bezel-less design of the 98-inch Neo QLED pushed the envelope to represent the culmination of Samsung’s design philosophy.

“We focus on the core activities of the TV experience — which is watching and listening to content — and deliver value by leaving only the beauty of simplicity,” said Jangho Kim, who helped design the TV.

‘Design’ Paving the Way for Even-Larger TVs

As screens get larger, users have higher expectations for a new viewing experience. The current embodiment of Samsung’s TV design philosophy can be summarized as “One Plate Design,” to provide a perfectly immersive environment while eliminating potential concerns about the 98-inch size.

“We created the ‘One Plate Design’ by adopting a basic, simple design language so that TVs don’t seem intrusive to space. Being completely flat, you can hang the TV flush against the wall,” said Kim. “The TV is physically slim, but with a purpose: it all adds up to provide a truly immersive experience.”

▲ With a minimalist approach, the “One Plate Design” (QN100B, in this case) gives the impression of a single plate floating in the air (left) with a simple, barely noticeable stand supporting it (right)

The stand also heeds the minimalistic design philosophy, providing a sturdy foundation that does not obstruct the user’s view. Made up of two sheets of metal, the compact stand evokes a clean design while holding the ultra-wide screen steady — it doesn’t need to visually boast its 98-inch-screen-bearing prowess. “We made great efforts to find the optimal structure and ratio that can firmly balance a 98-inch TV without shaking or falling over,” said Kim. “The stand was developed with a simple but sleek and stylish design that can naturally blend in with the TV.”

The creation of this new, innovative product is the result of many talented minds from different departments coming together. Kim expressed how the expertise of various engineers, including those from the circuit, mechanics and materials departments, helped tremendously in realizing the slim, sleek and simple design statement.

Incredible Detail on a Larger Scale

As the design language for TVs — like many other electronic devices — has become simpler, some jokingly say that there’s not much left to design. But Kim smiles and says, “that’s why the details become increasingly important.”

For example, the 2023 98-inch Neo QLED’s Slim One Connect box was newly designed to blend in even more seamlessly to the users’ environment. The One Connect box helps users simplify their viewing field by allowing them to connect power and various input sources (e.g., cable box, gaming console, LAN cable) through a dedicated device. Compared to previous models, which required a separate space to place the device, the new Neo QLED 8K’s Slim One Connect box can be easily latched onto the back of the TV or on the stand. Regardless of where you place the TV — whether on a wall, a dedicated TV stand or another piece of furniture — you can enjoy your viewing experience without being distracted by unsightly cables, wires or external devices.

▲ The new Slim One Connect box seamlessly attaches to the stand of the QN900C; sophisticated speaker holes can also be seen on the side

“We revamped the new Slim One Connect box to help users build a seamless TV environment in their homes,” Kim stated. “Ease of installment and minimal cable arrangements are also part of the TV experience. We took these aspects into consideration and really dug into the details in designing the new Slim One Connect box.”

▲ Speaker units in the back of a QN900C

Details can also be found in the sound system. Speaker holes were strategically placed on the side with woofer units in the back for both performance and aesthetic pleasure. “We are doing our best to maintain the beauty of the product at every angle — that includes the back,” explains Kim. The large units help add visual credibility to the set’s sound performance while making the TV visually pleasing from all angles.

These speaker positions, of course, have practical purposes, too. The various directions and spacing alignments of the units help better enable features such as Object Tracking Sound; the exposed woofers can bounce sound off the back walls and fill the room.

▲ Kim vows to continue the push to eliminate outdated ideas in pursuit of new values in his designs

As it continues to capture the attention of users around the world, the 2023 98-inch Samsung Neo QLED 8K is redefining “immersion” with its sleek design, crisp graphics and superior sound quality. Up front, all but the screen is basically eliminated. Details on the sides and back elegantly fill the rest of the immersive experience. A constant process of eliminating, innovating and refining, Samsung TV designs continue to thrive for an even more immersive viewing (and listening) experience.

To discuss the shifting market trends towards ultra-large TVs, Samsung Newsroom sat down with Heejin Chae, TV Product Planning, Samsung Electronics, and Sangyeob Kim, Samsung Store, and learned more about how Samsung Electronics is providing revamped viewing experiences through ultra-large TVs.

Bigger, Better Viewing Experiences With Wider TVs

With its breathtaking size able to display exceptional detail on a grander scale, the 98-inch TV has become the new standard for ultra-large TVs. In line with such trends, Samsung unveiled the 2023 98-inch Neo QLED 8K at CES 2023, offering consumers bright colors and extremely vivid details on a brilliantly large screen. As standard TV sizes have grown larger over the years, Samsung adapted to industry trends and consumer demands by developing ultra-large TVs for better viewing experiences.

“About ten years ago, a 60-inch TV was considered a large TV. But as time went by, 65-inch TVs became mainstream, and now 75-inch and 85-inch TVs have become popular, demonstrating consumers’ growing demand for larger TVs,” said Chae. “In fact, our customer survey showed that 75% of consumers bought, on average, a TV 13 inches bigger than their previously purchased TV model.”

▲ Heejin Chae explains how evolving consumer demands have shaped Samsung’s product offerings.

Additionally, with the popularity of streaming services, consumers are increasingly purchasing ultra-large TVs to enhance their at-home viewing experiences. “An astronomical number of people have started using streaming services since the pandemic as they increasingly consumed content like movies and sports,” said Chae. “As a result, the demand for ultra-large TVs has risen, as they give a more immersive viewing experience.”

Younger generations also seem to prefer larger screens, furthering the popularity of ultra-large TVs. While people in their 40s and 50s made up more than half of the consumer base who purchased TVs over 80 inches in 2015, those in their 30s and 40s have led sales in the ultra-large TV market since 2021.

As these factors and preferences become more prevalent among users, the ultra-large TV market will continue to grow. “The ultra-large TV is an inevitable trend, and consumers are ready to enjoy extremely large TVs,” Chae said.

Comfortable Viewing at Further Distances

One of the biggest concerns when buying an ultra-large TV is the viewing distance — how far away the viewer is from the TV and whether that space is available at home. “As the viewing distance of the 98-inch NEO QLED TV has been shortened compared to previous ultra-large TVs, viewers can comfortably watch from as close as 4 meters away,“ said Kim.

▲ Heejin Chae explains how evolving consumer demands have shaped Samsung’s product offerings.

“We created a space in the store with a sofa to simulate the viewing distance at home. We move the sofa to help customers gauge the viewing distance for smaller and larger rooms. Once the customers get a feel of how the TV would fit in their homes, they tend to prefer the larger models,” Kim added.

While some may have concerns about the large size of the TV, Kim explained that many consumers wish they had bought a larger size after opting for a smaller screen. “I’ve had customers call me after they had their TVs installed, asking if they can return their purchase for a larger one. That really puts me on the spot,” Kim stated. “Some even said they received the wrong TV size, claiming their TV seemed too small.”

When asked about delivery and installation, Kim explained that Samsung has worked diligently to ensure customers can receive their products easily in the comfort of their homes. “98 inches is the largest TV size that a standard Korean apartment elevator can accommodate. And when the elevator is too small, we offer other optimized delivery and installation services based on the customer’s environment,” Kim explained. “In fact, we even once successfully installed a TV after climbing a spiral ladder at a two-story house.”

“We thoroughly communicate with our customers and closely look at various factors in advance, such as whether it is possible to place the ultra-large TV on a table or wall mount it,” Kim added.

From Viewing to Experience: Changing the Living Room Culture

As TVs at home provide diverse content such as games, sports, movies and fitness content, the role TVs play has changed. As immersion is a top priority for many consumers, the popularity of large TVs is likely to continue as many consumers seek TVs that provide breathtaking experiences for all types of content.

▲ (From left) Heejin Chae, TV Product Planning, Samsung Electronics, and Sangyeob Kim, Samsung Store

“Hands-on experience is necessary to show people how great a large TV is,” said Kim. “As a TV is usually the main design focal point in a room, I recommend experiencing it in person.”

“When my acquaintances ask for advice about what TV to purchase, I first ask them what kind of activities they would do with their TV,” said Chae. “A larger display gives a more immersive experience. If users continue to utilize TVs for multiple purposes — including video calls, home training, gaming, etc. — ultra-large TVs will continue to be popular.”

“TVs help shape the living room culture, so purchasing a new set is like an investment for the next 10 years. We will continue to focus on these aspects as we plan for future TV products. I believe Samsung TVs will continue to be at the center of home entertainment,” Chae stated.