An Open Laboratory for Design Exploration 

Conceived as an open laboratory, the exhibition welcomes visitors to Samsung’s design approach, offering a space of exploration, experimentation and discovery. Rather than a finished statement, the exhibition reflects a moment within an ongoing journey, offering an early glimpse into how Samsung is shaping new ways of living through design.

Each of the 12 immersive zones presents a distinct exploration of how design can shape everyday life. The zones are organized around the key experience dimensions of Human Centricity and Expressive Design, which serve as the first touchpoint in showcasing Samsung Design’s vision.

Within these zones, a series of creative explorations illustrates ideas, possibilities and future directions. Through this approach, Samsung Design is making its vision tangible, inviting visitors to engage with design as an evolving, human-centered practice.

Human-Centricity and Expressive Design

Samsung Design is expanding its approach beyond user experience, with a greater focus on how people live and experience everyday life.

“Design should reflect the diversity of humanity — embracing different lifestyles, values and ways people live,” said Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) Division at Samsung Electronics. “It is not only about creating products, but about shaping experiences that feel relevant, personal and meaningful in everyday life. Through Samsung Design Open Lab, we are sharing how this thinking is shaping our approach to design and future living.”

At the core of Samsung’s vision is a human-centered approach to AI – captured through the formula AI x (EI+HI)[1] where its true value lies not in the technology itself, but in how it is guided by human intention, empathy and imagination.

While the exhibition explores new directions in design, it reflects a philosophy that has guided Samsung for over 30 years – placing people at the center of innovation. The ideas presented extend that foundation, translating it into new and evolving ways of living.

Design Is an Act of Love, With 12 Immersive Zones

More than 120 products across 36 categories are being showcased at the exhibition’s 12 zones, spanning both design concepts and products currently available in the market.

Highlights from the exhibition include:

• The Welcome Show: A coordinated display experience introducing Samsung’s vision for AI as a unified system that brings together personal and shared AI across devices and environments.

• Unfold Your Story: An exploration of Galaxy’s foldable design across a spectrum of color, form and experience, capturing diverse lifestyles and new ways to live, create and connect.

• Wearable & Culinary Intelligence: Design explorations that respond to diverse lifestyles, ranging from personal devices such as wearables to connected kitchen and living environments.
• Transparent Symphony & All That Music: Immersive audio-visual zones featuring transparent speakers and screens with Music Studio 5 and 7 and a range of concept designs, where diverse elements come together in harmony and music translates analog emotion into a cohesive digital experience.

• Two Expressions of the Same Technology: Two distinct design expressions of a 130-inch Micro RGB display, built on the same breakthrough technology, demonstrating how performance and individuality can coexist.
• Artful Living: A vision of living where screens become expressive mediums of personality, culture and emotion, bringing artwork and content to life in more immersive ways through S95H OLED TV with new forms of AI-enabled storytelling.

• The Goodbye Show: Returning from the Welcome Show, the shared AI companion concludes the exhibition through natural, AI-driven interactions and a sensory performance of music, light, and human touch – fostering emotional connection and a sense of presence in everyday life.

Samsung’s “Design is an Act of Love” exhibition is located at Superstudio Più, Via Tortona 27, in Milan and offers free entry, on the following dates:

• April 20, 11 a.m. to 9 p.m.
• April 21, 11 a.m. to 4 p.m.
• April 22, 11 a.m. to 5 p.m.
• April 23-25, 11 a.m. to 9 p.m.
• April 26, 11 a.m. to 6 p.m.

For more news, photos and videos, please visit Samsung Newsroom and Samsung Design during Milan Design Week 2026.

[1] EI = Emotional Intelligence, HI = Human Imagination

Samsung Electronics Co., Ltd. today announced a new 14-meter standard size for its Onyx (ICD model) cinema LED lineup at CinemaCon 2026, expanding the platform into larger premium auditoriums. The new model is designed for Premium Large Format (PLF) theaters and delivers the same picture quality, reliability and scalability that define the Onyx platform at a larger scale.

As cinemas raise the bar on premium, differentiated experiences, larger-format auditoriums are becoming a key priority for exhibitors. Samsung’s new 14-meter format[1] is designed to meet this demand — enabling greater immersion, optimized seating layouts and more efficient use of theater space.

“People go to premium theaters for something they cannot recreate at home,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “That raises the bar for every part of the auditorium, starting with the screen. Samsung’s new 14-meter Onyx gives exhibitors a way to bring the premium experience to larger auditoriums, helping turn moviegoing into a destination again.”

Expanding Premium Cinema Experiences with Screens Up to 20 Meters

Since its debut in 2017, Samsung Onyx has broadened what cinema LED can deliver with deep blacks, rich color and striking contrast. Following last year’s launch of the 5-meter model for boutique theaters and the 10-meter model for premium auditoriums,[2] Samsung is now expanding the lineup with a 14-meter standard size designed for larger theater environments.

The new model brings the same core Onyx experience — including support for up to 4K 120Hz,[3] exceptional clarity and ultra-smooth motion — while introducing two distinctions tailored to the 14-meter format:

• 3.3mm pixel pitch: optimized for the 14-meter format to deliver sharp, consistent image quality on a larger screen.
• Flexible scaling support: enables the 14-meter format to expand up to 20 meters — more than doubling total screen area without compromising presentation quality. Individual LED cabinets can be added to the sides and bottom to achieve the desired size, creating a seamless, floor-to-ceiling visual experience.

As the world’s first DCI-certified cinema LED display,[4] Onyx supports both scope (2.39:1) and flat (1.85:1) aspect ratios. Samsung’s HDR technology delivers peak brightness of up to 300 nits — approximately six times brighter than conventional cinema standards.[5] Onyx also achieves 100% color volume at peak brightness, while its infinite contrast ratio enables true black levels for deeper immersion and greater detail in dark scenes.

Beyond traditional movie screenings, Onyx is also well-suited for alternative content such as live sports, concerts, gaming events and corporate presentations. Unlike conventional projection-based systems, the Onyx LED screen delivers consistent brightness and image quality regardless of screen size or seating position. Compatibility with Dolby and GDC media servers also helps support streamlined theater management.

Onyx Builds on Global Adoption Across Premium Cinemas

Since launching the latest Onyx lineup (ICD model) last year, Samsung has expanded its presence in premium cinema through growing exhibitor adoption and high-profile installations. One of the latest examples is Pathé Dar Essalam in Rabat, Morocco, where the latest Onyx has been installed as part of a newly developed premium cinema complex in the city’s luxury district.

Designed in collaboration with Pathé’s headquarters, the venue is positioned as a flagship destination comparable to Pathé Palace in Paris, with all four auditoriums equipped with Onyx displays in 10-meter, 5-meter and scaled 6.4-meter configurations. With 12 Onyx screens in total — including four of the latest Onyx screens — Pathé now operates more Onyx screens than any other cinema company in Europe.

Samsung’s momentum with the latest Onyx lineup also extends to the United States. In December 2025, Trilith Cinemas in Fayetteville, Georgia became the first U.S. theater to premiere the latest generation of Samsung Onyx cinema LED screens, installing them across 5 auditoriums. Located in one of the country’s most active production communities, the theater offers audiences a setting that matches the scale, visual detail and creative intent of the production process.

“The future of exhibition is driven by innovations that elevate how audiences experience film,” said Bo Chambliss, President of Georgia Theatre Company. “Partnering with Samsung to bring the latest Onyx Cinema LED to GTC Trilith Cinemas marks a meaningful step forward. With exceptional brightness, contrast, and color accuracy, Onyx sets a new standard for image performance while remaining true to the filmmaker’s intent. Its reliability allows us to deliver a consistently premium experience for our guests – a natural fit for a location so closely connected to the creative community.”

Attendees at CinemaCon 2026 can learn more about Samsung’s latest cinema innovations at Samsung’s booth in Roman Ballroom 1&2 at Caesars Palace in Las Vegas featuring the latest Onyx cinema LED display, glasses-free 3D Spatial Signage, and a 115-inch digital signage display. Running April 13-16, CinemaCon is the official convention of Cinema United and the motion picture theater industry’s largest annual gathering.

For more information, please visit https://www.samsung.com.

[1] All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal

[2] All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal

[3] Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB.

[4] Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems.

[5] “Conventional cinema standards” refers to specifications established by Digital Cinema Initiatives (DCI) for traditional projection systems. Peak brightness of up to 300 nits is supported when used in conjunction with a DCI-HDR supported IMB.

“Samsung has been steadily expanding its presence in the HVAC industry, bringing new innovations to customers every year,” said Sean Lim, Executive Vice President and Head of the Air Solution Business Team for Digital Appliances (DA) Business at Samsung Electronics. “At MCE 2026, we demonstrated how our approach translated into better living — and invited everyone to experience it firsthand.”

At MCE 2026, Samsung organized its booth into dedicated product and service zones — including EHS, WindFree, Chiller and DVM areas, along with a SmartThings service zone — demonstrating how its solutions worked together to support a more integrated and comfortable environment.

Next-Generation Residential Comfort With Bespoke AI WindFree Pro

At its booth, Samsung presented its latest Bespoke AI WindFree Pro air conditioner, featuring a refreshed exterior design that complemented modern living spaces. To elevate everyday comfort, it offered an expanded range of personalized cooling experiences, building on Samsung’s WindFree heritage.

At the heart of the model was Motion Wind — a three-blade system[1] that created seven tailored airflow patterns[2], ranging from powerful Max Wind for rapid cooling to gentle WindFree for draft-free comfort. The two AI-driven modes[3] were AI Direct Wind, which followed the user with targeted airflow for immediate cooling, and AI Indirect Wind, which kept the user comfortable without blowing air directly onto them.

The model also featured AI Fast & Comfort Cooling[4], which analyzed indoor and outdoor temperature, humidity and room size to automatically activate the appropriate cooling mode — Fast Cooling for instant temperature reduction, WindFree for comfortable draft-free cooling and Dry Comfort for pleasant dehumidification without cold air. Users could also activate AI Energy Mode via the SmartThings app, which analyzed usage patterns and environmental conditions to reduce energy consumption by up to 30%.[5]

All-in-One Heat Pump System for Year-Round Home Comfort

In the EHS zone, Samsung spotlighted an all-in-one heat pump system that combined a single outdoor unit with an indoor unit (EHS ClimateHub) to support space heating, cooling and domestic hot water through both air and water in one integrated system.

The system enabled flexible, year-round residential operation, supporting simultaneous functions such as water-based space heating with air heating, water cooling with air cooling or hot water supply combined with air heating — delivering adaptable comfort across seasons. The fully integrated design also enabled efficient heat recovery; rather than discharging heat absorbed during cooling outdoors, the system redirected it for water-based space heating or domestic hot water production — and vice versa. This resulted in a COP of up to 8.2,[6] making it a highly energy-efficient solution for year-round residential comfort.

Strengthening HVAC Solutions for Various Commercial Needs

Samsung also showcased a broad lineup of commercial HVAC solutions, including DVM systems and chiller offerings tailored to diverse building requirements.

This included Samsung’s latest VRF system, named DVM S2+. The new DVM S2+ was equipped with R32 refrigerant in line with global standards, as well as built-in safety measures that ensured peace of mind. It also featured on-device AI capabilities that added convenience.[7] For example, AI Adaptive Control[8] adjusted the outdoor unit’s performance based on its surroundings to help reduce energy usage by up to 25%[9] under certain conditions.

Another key highlight at MCE 2026 was the inclusion of solutions from FläktGroup, whose acquisition had strengthened Samsung’s applied HVAC capabilities — particularly in large-scale facilities such as data centers. FläktGroup’s lineup for the event included core products such as air handling units (AHUs), chilled beams, fan coil units (FCUs) and other air terminal solutions, demonstrating expanded capabilities across commercial and industrial environments.

Connected Control for Daily Comfort

Samsung demonstrated how connected services simplified HVAC management across homes and businesses. Visitors explored usage scenarios enabled by SmartThings Pro, including streamlined monitoring, integrated device control and energy insights designed to provide comfort and operational efficiency.

Samsung remained committed to expanding its HVAC business globally through continued innovation across residential, commercial and smart building applications. Visitors to Samsung’s booth at MCE 2026 explored the latest products and connected solutions, engaged with representatives and experienced Samsung’s vision for smarter, more comfortable environments.

[1] Motion Wings consist of two outer blades (top and bottom) and one inner blade (middle).

[2] SmartThings server stores user data, preferences and usage patterns to suggest the most useful options.

[3] AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode.

[4] To use AI Fast & Comfort Cooling a Wi-Fi connection and Samsung account SmartThings are required.

[5] The testing was conducted in Samsung’s 132m² residential environment laboratory at a temperature of 35°C / 24°C (dry bulb / wet bulb, KS C 9306: air conditioner). Results provided to and interpreted by Intertek, comparing the power consumption between AI energy mode on and off in AI comfort mode of AR07D9181HZN model. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Requires the use of the SmartThings App and a Samsung account.

[6] Samsung internal testing, A2W W45, A2A Indoor Air 27°C [DB] / 19°C [WB], Outdoor Air 35°C [DB] / 24°C [WB]

[7] Depending on the model, AI Core may be included as standard or require separate purchase. New AI features were internally tested according to Samsung’s internal regulations. The testing environment for each AI function may be different.

[8] Users can activate AI Adaptive Control using the Samsung wired remote control or with the SmartThings App.

[9] Based on internal testing in Samsung’s home environment laboratory (approximately 122.1 m³), using the AM072HCVGFG / AA model outdoor unit and AM007FE1DCG / AA and AM048FE4DCG / AA model indoor units. The test conditions: an outdoor dry bulb temperature of 35°C, an outdoor wet bulb temperature of 24°C, operating in the Cooling mode for 6 hours to compare the energy consumption with and without the AI Adaptive Control feature. Results may vary depending on environmental factors and individual use.

Mounted inside the SLS DTLA Takeover stage, Galaxy S26 Ultra is used to film live competition.

Sports broadcasting is evolving, bringing fans closer to the action through mobile cameras placed directly inside the event.. Samsung is driving this shift with the Galaxy camera system and its ability to operate at broadcast-level performance through the pairing of connectivity and mobility. Earlier this year, Galaxy flagship device was used to stream Opening Ceremony of the Olympic Winter Games Milano Cortina 2026, where Samsung worked alongside Olympic Broadcasting Services (OBS) to embed Galaxy devices throughout the venue at one of the world’s largest sports stages. The result was a new layer of visual storytelling, capturing dynamic perspectives that complemented traditional broadcast coverage. These capabilities extended to the Galaxy Unpacked 2026, showcasing its ability to deliver professional-grade video capture and transmission.

Now, Samsung is helping lead this transformation within skateboarding competitions by embedding Galaxy S26 Ultra directly into key course features — including rails, ledges and gaps — across the entire SLS 2026 season, fully scaling the Galaxy POV (point of view) first introduced at the 2026 SLS Sydney stop.

“Mobile innovation is opening new possibilities for how sports are captured and experienced,” said Joshua Cho, Executive Vice President and Head of the Visual Solution Team, Mobile eXperience (MX) Business at Samsung Electronics. “At Milano Cortina we demonstrated how Galaxy technology can complement traditional broadcast systems. With Street League Skateboarding, we’re bringing that same approach directly into the course with our newest, most advanced device camera, and using mobile POV to capture skateboarding from entirely new perspectives.”

Galaxy S26 Ultra captured every trick with new angle at the SLS DTLA Takeover.

Embedded throughout the course, the devices provide skater-level perspectives, offering angles that traditional broadcast systems often cannot capture. This footage feeds directly into the live production workflow, enabling near-instant replay and offering viewers a fresh visual experience that reflects the intensity of the sport itself.

From speed to the precision of every landing, skateboarding is defined by details that are often lost from a distance. With mobile cameras placed directly inside the course, Samsung is reimagining how the sport is experienced, bringing fans closer to each mid-air movement, board flip and landing. These new perspectives offer deeper insight into technique, timing and control, while strengthening the connection between fans, the sport and the athlete.

Featuring Samsung’s most advanced mobile imaging system to date, Galaxy S26 Ultra is designed to perform in fast-moving, unpredictable environments, much like the athletes themselves. It delivers professional-grade camera performance and high-quality footage across a wide range of shooting conditions with enhanced stabilization, intelligent processing and the ability to maintain clarity in low-light or high-speed conditions. This allows it to operate alongside conventional cameras while maintaining clarity, stability and detail within spaces traditional broadcast cameras cannot easily access.

The placement of Galaxy S26 Ultra devices follows the rhythm and flow of each run, revealing the style, speed and precision of each trick from within the course itself. Galaxy features also extend the creative possibilities of production. Features such as Super Steady with horizontal lock stabilization help maintain smooth, level footage even during high-speed motion, while Instant Slow-Mo enables detailed replay of tricks as they happen. Together, these capabilities allow production teams to capture skateboarding with greater clarity, stability and proximity — showcasing the precision, style and technical skill behind every movement.

Jagger Eaton (2nd Place) and the other winners pose for a Victory Selfie after the men’s final.

“Skateboarding is reaching more people than ever before, especially as the sport continues to grow on the global stage,” said Brett Clarke, Chief Revenue Officer at Thrill Sports, the parent company of Street League Skateboarding. “Collaborations like the one we have with Samsung help us evolve how the sport is shared with fans while staying true to the creativity and culture that define skateboarding.”

The debut of Galaxy S26 Ultra POV integration at the SLS DTLA Takeover signals where sports broadcasting is heading next. As the SLS Championship Tour continues, Samsung will continue exploring how mobile technology can evolve into versatile broadcast tools. Looking ahead to major global sporting events and the road to Los Angeles 2028, this shift suggests a future in which the boundary between smartphone camera and broadcast camera continues to disappear, bringing fans closer to the action.

Grab the all-new Samsung Galaxy S26 Series at Launch today!

Until 3 May 2026, the Galaxy S26 series is available[1] for purchase with these amazing promotions. Customers can get a rebate of up to RM800 upon purchase with eligible CIMB, Maybank or RHB credit or debit cards. Customers can also redeem up to RM400 with their Samsung Rewards Points Booster for their purchase as well!

Until 31 May 2026, get 10% off on the Galaxy Buds4 Series when you purchase selected Galaxy S and Z Series models. Eligible Samsung Members can also enjoy an exclusive 10% discount via voucher redemption from their Samsung Members application, to purchase either in store through Endless Aisle or online.

For added peace of mind, save up to RM200 on 3 years of Samsung Care+ when you purchase the Galaxy S26 Series as well. Samsung Care+[2] offers comprehensive coverage that protects the devices’ value, including fast repairs for accidental damage, extended warranty, and certified expert support available both at home and abroad.

[1] Availability may vary by country, region, and carrier. Color availability may vary depending on country or carrier.

[2] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefit, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/samsung-care-plus/

[3] While stocks last. Terms and conditions apply.

Following the expansion of One UI 8.5 beta in March,[1] the program is now rolling out to more devices, including the Galaxy S23 series, Galaxy Z Fold5, Galaxy Z Flip5, Galaxy S23 FE, and for the first time on the A series, Galaxy A36 5G. The beta will be available in select markets, including India, Korea, the U.K. and the U.S., [2] as part of a phased rollout.

Building on our ongoing collaboration with Android, Samsung is introducing support for AirDrop through Quick Share on One UI 8.5 beta, enabling more seamless cross-platform file sharing for Galaxy users on select devices, including Galaxy S25 series, Galaxy S24 series, Galaxy Z Fold7, Galaxy Z Flip7, Galaxy Z Fold6 and Galaxy Z Flip6.[3]

The beta program will continue to expand to additional Galaxy devices later this month. Users can register via the Samsung Members app.

[1] The March 2026 One UI 8.5 beta rollout brought support to the Galaxy S24 series, Galaxy Z Fold6, Galaxy Z Flip6, Galaxy S25 FE, Galaxy S24 FE and the Galaxy Tab S11 series. 

[2] Galaxy Z Fold5 and Galaxy Z Flip5 are supported in Korea and the U.S. only; Galaxy A36 5G is supported in India only. Availability and timing may vary by market.

[3] AirDrop support is currently available on the Galaxy S26 series. Availability and timing may vary by market.

Samsung Electronics Co., Ltd. announced that approximately 34 models across its 2026 TV and soundbar lineup have received Product Carbon Reduction and Product Carbon Footprint certifications from TÜV Rheinland, a globally recognized certification organization based in Germany. The achievement reflects Samsung’s continued efforts to reduce carbon emissions across its premium product lineup.

“As a global leader in premium displays and audio, Samsung sees sustainability as an essential part of innovation,” said Taeyong Son, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “We remain committed to reducing carbon emissions across our products, so consumers do not have to choose between cutting-edge technology and a more responsible product experience.”

Samsung received Product Carbon Reduction certification for 14 premium display and audio models, including its 2026 OLED TVs, The Frame Pro and its flagship HW-Q990H soundbar.[1] An additional 20 products, including Micro RGB and Mini LED TVs, earned Product Carbon Footprint certification.[2]

TÜV Rheinland grants Product Carbon Footprint certification to products that meet international standards for evaluating greenhouse gas emissions across the full product life cycle, including manufacturing, transportation, use and disposal.

Product Carbon Reduction certification, on the other hand, is granted to products that have already received Product Carbon Footprint certification and further demonstrate a measurable reduction in carbon emissions compared with their predecessors. Notably, the HW-Q990H earned both certifications, extending Samsung’s sustainability efforts beyond TVs.

In 2021, Samsung’s Neo QLED became the first TV with 4K resolution or higher to receive Product Carbon Reduction certification. In the six years since, the company has continued to expand its portfolio of certified products across QLED, OLED, Lifestyle TVs, monitors and signage.

These efforts also reflect Samsung’s broader leadership in premium display and audio categories, where it has led the global TV market for 20 years[3] and remained the No. 1 global soundbar brand for 12 years.[4]

For more information on Samsung’s 2026 TV lineup, please visit: https://www.samsung.com/my/

[1] 14 Product Carbon Reduction-certified models include OLED (S90H, S85H 55’’, 65’’, 77’’, 83’’), The Frame Pro (LS03HW 65”, 75”, 85”) and soundbar (HW-Q990H model).

[2] 20 Product Carbon Footprint-certified models include Micro RGB (R95H 65’’, 75’’, 85’’, R85H 55”, 65”, 75”, 85”, 100’’), OLED (S95H 55’’, 65’’, 77’’, 83’’, S85H 48’’), Mini LED (M70H), and The Frame Pro (LS03HW 55’’).

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

[4] FutureSource Consulting, 2025.

• Consolidated Sales: Approximately 133 trillion Korean won
• Consolidated Operating Profit: Approximately 57.2 trillion Korean won

The above estimates are based on K-IFRS. Please note that Korean disclosure regulations do not allow earnings estimates to be offered as a range. To comply with such regulations, the above figures represent the median of the estimate ranges provided below.

• Sales: 132 trillion to 134 trillion Korean won
• Operating Profit: 57.1 trillion to 57.3 trillion Korean won

※  2025 4Q and 2025 1Q consolidated figures based on K-IFRS are as follows

According to the latest data from International Data Corporation (IDC), Samsung captured 18.9% of the global gaming monitor market by revenue,[1] reinforcing its leadership in high-performance gaming displays. Samsung also ranked first in the OLED gaming monitor segment for the third consecutive year, achieving a 26% market share.[2]

“As the No. 1 gaming monitor brand, our goal is to continue leading the market with differentiated innovation,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “Strong partnerships with game studios guide our innovation, while a clear technology roadmap keeps us focused. By expanding our gaming library and broadening platform compatibility, we’re delivering displays that perform when it matters most to gamers.”

“In gaming, the smallest difference makes all the difference,” said esportsstar Lee ‘Faker’ Sang-hyeok of T1. “Being No. 1 for seven consecutive years shows that so many of us choose Samsung for a reason. I’m excited to see what innovative gaming technologies Samsung will bring next to help us perform at our best.”

Samsung’s sustained leadership reflects its focus on next-generation gaming monitor technology and immersive gaming experiences. That momentum was recently on display at GDC 2026 in San Francisco, where Samsung showcased its latest Odyssey lineup, giving developers a firsthand look at glasses-free 3D and HDR10+ GAMING. The 2026 Odyssey lineup includes:

• 27-inch Odyssey 3D (G90XF model): Glasses-free 3D gaming with advanced eye-tracking that delivers natural-looking depth and makes action jump off the screen.
  • Odyssey 3D Hub supports a growing library of compatible titles, including “Hell is Us” and “Cronos: The New Dawn,” with plans to support over 120 titles this year.
• 32-inch Odyssey OLED G8 (G80SH model): Stunning 4K QD-OLED at 240Hz with exceptional color and contrast, protected by Samsung OLED Safeguard+ technology.
• 32-inch Odyssey G8 (G80HS model): The industry’s first 6K gaming monitor, delivering native 165Hz performance with Dual Mode support up to 330Hz in 3K. This model also offers VESA-certified DisplayPort 2.1 (DP 2.1) connectivity, which supports smooth gaming and efficient video playback.
• 27-inch Odyssey G6 (G60H model): The world’s first 1,040Hz gaming monitor with Dual Mode, delivering esports-level motion clarity and responsiveness.

For more information about Samsung’s gaming monitor lineup, please visit www.samsung.com.

Images contain AI-generated elements. Individuals and products depicted are not AI-generated.

[1] Global No.1 Gaming monitor in 2019 ~2025 Source data : IDC Quarterly PC Monitor Tracker 2025Q4 (Based on Value Amount)

[2] Global No.1 OLED  Gaming monitor in 2023 ~ 2025 Source data : IDC Quarterly PC Monitor Tracker 2025Q4 (Based on Value Amount)

* From 2019 to 2022, 100Hz or higher applied before the Gaming MNT Refresh rate change / 144Hz or higher applied thereafter

Samsung Electronics Co., Ltd., global display leader and provider of the Official Art TV of Art Basel, announced the launch of the Art Basel Hong Kong 2026 Collection. The curated digital exhibition will be available exclusively on Samsung Art Store and features 20 contemporary artists showcased at Art Basel Hong Kong, being held March 27-29 at the Hong Kong Convention and Exhibition Centre. At a dedicated booth, Samsung will demonstrate how its Micro RGB, OLED and The Frame Pro display each artwork in stunning detail.

“Building on six years of collaboration with Art Basel, this collection represents the caliber of art Samsung Art Store offers, transforming homes into personal galleries suited to any taste,” said Bongjun Ko, Vice President of the Visual Display (VD) Business at Samsung Electronics. “Our advanced display technology brings priceless artworks into homes with stunning realism, so that anyone can become a collector.”

The collection will be featured in stunning 4K resolution on Samsung Art Store starting today, continuing Samsung’s longstanding partnership with Art Basel and extending the experience of the fair beyond the exhibition halls to audiences worldwide.

Introducing the Art Basel Hong Kong 2026 Collection

The Art Basel Hong Kong 2026 Collection features 25 artworks from 20 emerging and established artists represented by eight prestigious galleries: Bank, CLC Gallery Venture, Don Gallery, Tomio Koyama, Pearl Lam, Lin & Lin, Rossi & Rossi and Vacancy.

The carefully curated collection reflects the cultural dynamism and diverse viewpoints that define Hong Kong’s contemporary art scene. Highlights include:

• Chinese artistic heritage and innovation, represented through works by 11 Chinese artists spanning six decades of contemporary practice.
• Michael Najjar, “Europa” (2016). Najjar is a German painter and trained astronaut who is scheduled to participate in an upcoming spaceflight aboard Virgin Galactic’s VSS Unity.
• Sun Yitian, “Ken” (2023). Yitian’s work has been featured in major international collections, including a collaboration with Nicolas Ghesquière for Louis Vuitton’s Pre-Fall 2024 collection.
• Ha Bik Chuen, “Wheatfield A” (1994) and “Untitled” (1995). Chuen was a self-taught contemporary artist whose extensive archive spanning 500 boxes is being digitally catalogued by the Asia Art Archive for scholarly access.

“Art Basel Hong Kong is always looking for ways to broaden how people experience art,” said Angelle Siyang‑Le, Director of Art Basel Hong Kong. “Our partnership with Samsung helps bring art into our homes in a way that feels both accessible and truly high‑quality. It’s not about replacing the gallery — it’s about giving more people the chance to live with great art every day.”

Celebrating Cultural Legacy: The Lee Kun-Hee Collection

During Art Basel Hong Kong 2026, Samsung will also present a curated selection of 20 works from the Lee Kun-Hee Collection on Samsung Art Store, in partnership with the National Museum of Korea. Recognized as one of Korea’s most significant private art collections, the works from the late Samsung Chairman Lee Kun-Hee’s renowned art collection reflect a long-standing commitment to cultural preservation and public access.

These treasured pieces — including “Sun, Moon, and Five Peaks,” “Ten Symbols of Longevity” and “Scholar’s Accoutrements in a Bookcase” — have shaped artistic discourse across generations and continue to resonate with contemporary art circles.

The selection will be available on Samsung Art Store through January 2027, offering global audiences digital access to important works of Korean artistic heritage.

The National Museum of Korea and the National Museum of Modern and Contemporary Art are also co-hosting “Korean National Treasures: 2,000 Years of Art,” the second overseas touring exhibition of the late Chairman Lee Kun-Hee’s donations, at The Art Institute of Chicago through July 5.

Samsung Art TV: Where Art and Technology Exist in Harmony

Samsung’s 2026 expanded Art TV lineup represents a fundamental belief that art belongs in everyday spaces, integrated seamlessly with technology and design. The lineup is led by The Frame and The Frame Pro, Samsung’s lifestyle TVs that blend display innovation with design to create an immersive art-viewing experience. The expanded lineup also includes Micro RGB, Neo QLED and the OLED,[1] offering consumers greater flexibility in how they incorporate premium art experiences into their living spaces.

Samsung Art Store is available across the complete Art TV lineup. The platform features over 5,000 works by 80+ partners, including the newly launched Art Basel Hong Kong 2026 Collection. As the world’s leading TV brand for 20 consecutive years,[2] Samsung continues to advance display innovation designed to faithfully render works of art.

For more information, please visit: https://news.samsung.com/my/

 
About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, Paris and Qatar. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms and initiatives, such as The Art Basel and UBS Global Art Market Report, the Art Basel Shop and the Art Basel Awards. For further information, please visit artbasel.com.
 

[1]  S95H and S99H only.

[2] Omdia, Feb. 2025.

BTS and ARMY have built a cultural movement that brings everyone together to celebrate self-expression and connection through music. This resulted in a global impact that fosters authentic shared experiences — values that resonate deeply with Samsung’s Galaxy brand philosophy. By harnessing the power of music and technology, Samsung and the ‘BTS WORLD TOUR ‘ARIRANG’’ are empowering people to capture special moments and share them with the world.

“Samsung believes that technology enriches everyday experiences,” said Stephanie Choi, EVP and Head of the Mobile Marketing Center, Mobile eXperience (MX) Business at Samsung Electronics. “Through this collaboration, Galaxy will serve as a bridge connecting artists and the audience, enabling people to experience concert moments more meaningfully and preserve and share those memories for longer.”

Building on Galaxy’s vision of meaningful, connected experiences, Samsung is reimagining the traditional concert viewing experience by enabling the audience to emotionally engage with artists and their performances in more immersive ways. In particular, the Galaxy S26 Ultra camera captures memorable moments from live performances, allowing the audience around the world to relive and share the experience, bringing the energy and emotion of the concert into their everyday lives.

“Fans are at the heart of everything we do, shaping our music and journey together with us,” said Lee Jae-sang, CEO of HYBE. “Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”

‘BTS WORLD TOUR ‘ARIRANG’’ will begin in Goyang, South Korea, and continue in major cities around the world through 2027. As part of the world tour, an exclusive BTS THE CITY ARIRANG SEOUL is taking place in Seoul from March 20 to April 19, including a range of Galaxy-powered immersive experiences to major landmarks across the city.

Fans can explore the Galaxy S26 series through interactive activities, including a stamp rally at Samsung’s Gangnam store and creating self-made stickers using the Galaxy AI-powered Creative Studio. Participants who complete the activities are eligible to receive prizes, including limited-edition ‘BTS THE CITY ARIRANG SEOUL’ merchandise.

Following Seoul, ‘BTS THE CITY’ will expand to other tour stops. Samsung will take part in the entire ’BTS THE CITY’ journey, driving innovation that encourages fans to express themselves, capture meaningful moments and expand everyday experiences with Galaxy.