The TV plays a defining role at the heart of modern homes. It’s where people come together, shaping the mood for movie nights, offering background comfort in quiet moments, and anchoring the room when friends gather. As the TV is always visible and always present, it is expected to do more than entertain. It needs to be immersive when the moment calls for it, and seamlessly present when not in use.

Four Everyday TV Moments in Southeast Asia and Oceania Households 

	1. Movie Night: When Performance Comes to life   When expectations rise, so must streaming quality. Picture clarity, color accuracy and immersion have become essential — and movie night is when those demands are at their highest. Cinematic color gradient and the texture of sound all depend on a TV that can faithfully reproduce what filmmakers intended.
Did you know? In Samsung’s 2025 Southeast Asia & Oceania (SEAO) TV Awareness Survey[1], 70% of respondents say high-quality content delivery is a top priority when choosing a new TV.
Designed for This Moment Powered by the Micro RGB AI Engine Pro[2], every frame on the Micro RGB TV is processed with vivid color and clarity. Meanwhile, Dolby Atmos® multidimensional sound brings films alive with depth, drama and emotion you can hear and feel.Beyond on-screen performance, Samsung’s Vision AI Companion[3] — a multi‑agent platform combining Large Language Model powered‑ intelligence with Bixby to support natural conversations enables viewers to enjoy smarter and more intuitive interactions, like asking questions and exploring content in real-time without interrupting their viewing experience.

	2. Tranquil Moments: When Presence Matters   As homes become more multi‑functional, the TV is more than just a screen — it’s part of the space. How it looks when turned off, how it blends into the room’s aesthetic, and how it complements everyday living now matter just as much as its on‑screen performance.
Did you know? 75% of consumers say they prefer the design of the Samsung Frame over other TVs on the market1
Designed for This Moment   The Frame Pro’s screen transforms into a canvas with Art Mode[4] — giving users the choice to select pieces from a curated selection of world-renowned artwork, with regularly refreshed collections from the Art Store[5] that bring new inspiration. Paired with a refined, modern frame design and glare-free screen, premium art can be enjoyed anytime from the comfort of home.

	3. Wind-Down Moments: When Responsiveness Matters   Late in the evening, the mood shifts. Gaming becomes immersive as the room darkens and the screen takes over. In these moments, responsiveness matters most, and the best experience is when the tech can keep up with all the exciting action.
Did you know? 1 in 4 TV owners in SEAO pair their screen primarily with a gaming console — making responsiveness and picture precision key considerations at purchase1
Designed for This Moment   Samsung OLED TVs excel in delivering an immersive viewing and gaming experience. With deep blacks, clean whites, and vibrant colors, every scene stays crisp and focused — even in darker, more intimate settings. Designed for next-level gaming performance, these TVs enhance your setup with features built for smooth and responsive gameplay. NVIDIA G-SYNC and AMD FreeSync Premium work together to keep motion clear and fluid, reducing screen tearing and ensuring smoother, more stable visuals. Gamers can also enjoy exceptionally fluid visuals and sharp clarity during fast-paced action, making every gaming session more immersive and responsive[6].

	4. Match Day and Hosting: When the Room Comes Alive     When friends come over, the TV often becomes the focal point of the home. Every extraordinary goal, every nail-bitingly close call, every tense replay can be felt together on the sofa. The TV doesn’t just show what’s happening; it sets the atmosphere for the whole experience.
Did you know? Nearly 70% of SEAO respondents say the most cinematic and immersive experience possible is an important factor in their next TV purchase1
Designed for This Moment   This is where Mini LED makes a difference. With intelligent picture and sound tuning, the action feels immediate and alive — placing you right in the heart of the stadium while you lounge on your couch. AI Soccer Mode[7], available on the 100″ M90H, M80H, as well as other selected Samsung AI TVs like the QN80H, QN70H, and more, delivers a more exciting gameday experience with optimization of picture and sound to bring the atmosphere of the stadium into your living room.   Additionally, the AI Sound Controller[8] lets you personalize your listening experience – adjusting voice and background levels for whatever you’re watching, so you can choose to focus on the elements that matter most to you

What This Means for Choosing a TV Today

Choosing a TV today is no longer just about specifications or size. It’s about finding a screen that adapts to every moment, complements every space, and elevates your entertainment experiences. In 2026, Samsung’s line-up of AI Televisions will continue to deliver superior picture quality, together with smarter and more personal experiences.

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

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025.  

[2] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.

[3] Feature available in certain regions and models. Availability, supported features, and user interface may vary by country, region, model and viewing conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. This feature provides AI-created content, with accuracy not guaranteed — please check results. Requires certain Bluetooth remote (sold separately on some models). In-box remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible via the AI button, or the Home button (long press) on remote control without an AI button. Go to feature

[4] Samsung Account log-in and Wi-Fi connection are required. Includes free 30 refreshed artworks monthly through Art Store Streams and over 70 ambient content supported complimentary throughout the year. Paid subscription required to enjoy all the art from the Art Store.

[5] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate [connected] computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.

[6] NVIDIA G-SYNC compatibility requires connection to a compatible NVIDIA graphics card and may require enabling VRR settings in both the TV and GPU driver settings. Performance may vary depending on system configuration.

[7] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region.

[8] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region.

Samsung Electronics Co., Ltd. today announced a major update to the Samsung Health app, transforming the upcoming Galaxy Watch into a proactive, intelligent health partner. Starting June 8, Samsung will begin rolling out the app update to showcase the key health features included in the upcoming Galaxy Watch. The update[1] makes daily health management effortless by translating complex biometric data — from overnight sleep to daily activity — into simple, actionable guidance.

“Samsung Health is evolving to connect health data measured by Galaxy Watch with AI-based insights, enabling users to understand their physical and mental condition more easily and intuitively,” said Hon Pak, Senior Vice President and Head of the Digital Health Team for the Mobile eXperience (MX) Business at Samsung Electronics. “Samsung Electronics will continue to expand proactive and personalized health management experiences based on the connected Galaxy ecosystem and digital health innovations.”

This advancement is a key milestone in Samsung’s overarching vision for a truly AI-powered health platform designed to help users stay ahead of their health. The newly announced health features will first be available on the upcoming Galaxy Watch.

Features Transforming Galaxy Watch into an Intelligent Health Partner

The Samsung Health update comes with the following features:

• Vitals: A Better Understanding of the Body’s Signals — Previously, Samsung Health monitored specific health metrics to help measure users’ daily Energy Score. Now, Samsung Health is taking this a step further. When users wake up, the new Vitals feature analyzes five key overnight bio-signals — heart rate, heart rate variability, respiratory rate, skin temperature and blood oxygen — against their true resting baseline. It sends notifications only when it detects meaningful deviations, helping users determine if they need more rest or are fighting an illness, without causing alert fatigue.

• Heart Health Score: Improved Long-Term Wellness — Last year, Samsung introduced Vascular Load to help users monitor vascular stress and adopt a more holistic approach to health. Today, that vision evolves into the Heart Health Score. This single daily metric takes the insights previously found in Vascular Load — such as sleep, stress and activity — and combines them with body composition data. The result is a unified score that clearly identifies the habits impacting users’ long-term well-being, giving them immediate clarity on their heart health.

• Daily Cardio Load: Smarter Cardiovascular Training — When users are deciding how hard to push during aerobic exercise, Daily Cardio Load measures accumulated cardiovascular strain. By calculating daily load and maximum training capacity, it recommends optimal training targets and rest times to ensure users reach their goals without risking burnout or injury.

• Fitness Index: Seamless Progress Tracking — The Fitness Index ensures exercise routines are working by analyzing metrics like heart rate, VO₂ max (a key measure of aerobic fitness) and daily steps against users’ peers. By clearly identifying individual physical strengths and weaknesses, it delivers tailored content and personalized goals so users can make continuous, targeted improvements.

New Samsung Health Design for a Simplified, Personal Experience

To make these proactive insights easy to find, Samsung Health introduces a streamlined layout organized into five core pillars: Sleep, Activity, Nutrition, Mindfulness and Vitals. Within the Home screen, users can now easily access their daily wellness tips alongside their AI-powered Energy Score. This centralized view removes guesswork from health management, allowing users to quickly understand how different aspects of their routine interconnect at a single glance.

Upgraded Capabilities for Proactive Wellness

Samsung Health is also significantly advancing the core features users already rely on, delivering deeper personalization with greater precision. As users navigate their day, Antioxidant Index now provides an even clearer roadmap of their nutritional intake. With new trend charts and daily history logs, it visually connects users’ dietary choices to physical responses over time. Behind the scenes, the AGEs index has been enhanced to quietly work in the background, capturing automatic overnight measurements to build a long-term picture of how lifestyle choices accumulate in users’ bodies. This helps users uncover health insights that truly matter for their well-being.

Comprehensive wellness extends to external environments, as well, with Samsung offering a brand-new Hearing Health feature that integrates seamlessly across the Galaxy ecosystem. By monitoring surrounding ambient noise through Galaxy Watch, it delivers personalized analytics to help protect the user’s ears — whether they are on a loud commute or dialing up the music during a workout.

Together, these advanced refinements and new ecosystem-connected features turn everyday data into simple, practical guidance, setting the perfect stage for the future of Samsung Health.

A Seamlessly Connected Health Ecosystem

Samsung’s expansive ecosystem unlocks the true power of these new features, seamlessly managing health across users’ Galaxy mobile phones and connected devices. This frictionless integration ensures that personalized insights are always accessible, providing a unified view of user well-being. These advancements offer a glimpse into the future of Samsung Health — a future that will be fully realized with the launch of Samsung’s next generation of Galaxy Watches, engineered to bring this proactive intelligence to life like never before.

[1] New health features are for wellness only, not for the diagnosis or treatment of any medical condition. If concerned about health, be sure to see a medical professional. Available on Android phones (Android 10 or above) and requires the Samsung Health app (v7.0 or above). Samsung account login required. Certain features may require user activity and data accumulation over time to enable personalized results. Feature availability, supported devices, and rollout timing may vary by market, model, and other factors and are subject to change.

The idea for WindFree began with a fundamental cooling paradox. Consumers wanted cool air, yet many disliked the uncomfortable feeling of direct cold wind. So, Samsung began researching how to solve this issue. The over-arching goal was simple: how can an air conditioner keep people cool without blowing cold air directly onto them?

Research first began in 2011, and after four years of development, Samsung succeeded in creating a hybrid airflow structure capable of simultaneously delivering both direct and indirect airflow. This laid the foundation for WindFree, which has become a signature feature of Samsung air conditioners.

Over a decade later, WindFree continues to receive positive feedback. According to Samsung’s global survey,[1] consumers cited “comfortable sleep” (58%) and “energy savings compared to normal mode” (51%) as two of the biggest reasons they preferred WindFree cooling.

In fact, existing users reported the highest levels of satisfaction when using WindFree mode for “comfortable sleep” (48%), “minimizing physical irritation” (47%), and “maintaining cooling after lowering indoor temperature” (47%). In addition, 80% of existing users expressed willingness to repurchase an air conditioner equipped with WindFree technology in the future.[2]

Meet the Bespoke AI WindFree Pro

In 2026, Samsung is advancing this cooling technology further with the introduction of the Bespoke AI WindFree Pro Air Conditioner.[3]

At the center of the new model’s capabilities are its 23,000 micro air holes, designed to deliver gentle and even airflow throughout the space. Its advanced airflow structure evenly disperses air through the micro air holes to create a still-air environment,[4] cooling without creating cold spots or the unpleasant sensation of direct cold wind on the skin.

The exterior design has also changed significantly. While maintaining the micro air holes essential for WindFree cooling, Samsung redesigned the front surface with a simpler grid shape that fits more naturally into interior spaces. By seamlessly blending with the vertical and horizontal lines, repetitive grids, and planes commonly found in modern interiors, the design becomes part of the surrounding environment.

In terms of color choices, the new Essential White with a patina texture adds a warm and elegant touch, while the Soapstone Charcoal[5] finish combines softly matte surfaces with subtle glossy details to create a refined and sophisticated aesthetic.

Introducing AI Motion Wind

Another Samsung survey[6] found that consumers increasingly expect AI to reduce the burden of manual control and actively manage cooling for their air conditioners. In other words, rather than simply relying on smart app connectivity, consumers showed a preference for AI-applied cooling features that automatically adjust between direct and indirect airflow modes while optimizing energy-efficient cooling performance.

Samsung’s answer to those expectations is AI Motion Wind,[7] a new system in this year’s Bespoke AI WindFree Pro that offers seven different wind modes; Max Wind, Surround Wind, Long Reach Wind, Down Wind, AI Direct Wind, AI Indirect Wind, and WindFree.

At the center of the experience are the new Motion Wings, which consist of two outer blades positioned at the top and bottom, along with one inner blade in the middle. The redesigned blade assembly provides twice the adjustment range for both vertical and horizontal airflow angles.[8] Depending on the selected mode, the blades automatically adjust their direction and opening angles, forming a distinctive new airflow system.

For example, Max Wind mode fully opens the outer wings to deliver cooling up to 15% faster,[9] while Long Reach Wind mode extends the blades forward to send cool air twice as far across the room,[10] enabled by the redesigned structure that allows airflow to be directed further outward from the front of the air conditioner.

AI Direct Wind and AI Indirect Wind[11] are also integral to the user experience. With a radar sensor capable of recognizing up to two occupants, the system analyzes user preferences and recommends optimized temperatures. AI Direct Wind follows users with targeted cooling, while AI Indirect Wind maintains comfort without blowing air directly onto the user.

The impact becomes more noticeable in everyday situations, for diverse lifestyles. When children are playing in the living room, for example, AI Motion Wind can dynamically adjust airflow to follow their movement and maintain cooling comfort. Then, during quieter moments, users can activate Surround Wind mode to evenly cool the entire space.

A Continual Evolution Around Consumer Needs

Samsung’s Bespoke AI appliances continue to evolve with the goal of enabling better living. By focusing on consumer feedback and developing technologies around real user needs, the company is redefining how people experience life and comfort at home.

Watch the video below to learn more about the new Bespoke AI WindFree Pro Air Conditioner.

^[1] Data source: Global Feature & Form Factor Study conducted in May 2024 across 6 countries

[2] Data source: Global Feature & Form Factor Study conducted in May 2024. Based on the responses from 382 WindFree air conditioner owners among all respondants

[3] Availability and functions may vary by model, region, and country. Applicable model: AR80H*********

[4] ASHRAE (American Society of Heating, Refrigerating, and Air-Conditioning Engineers) defines “still air” as air currents at speeds below 0.15m/s that lack the presence of cold drafts.

[5] This color is subject to region and is not available in Malaysia.

[6] Data source: Global AC Lineup Study conducted in 2026

[7] AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode. This feature is not available in our Samsung Malaysia Electronics models. We only have Motion Wind, with 5 different modes – not including SI Direct Wind and AI Indirect Wind.

[8] The blade motion range has been expanded from 30~80°(45°) to front 0~90° and bottom -70~0°.

[9] Based on internal testing on the AR70H12CAAWNER compared with the Samsung conventional AQ12EASER model

  – Installation area of 68㎥ at 35℃, standard outdoor cooling conditions.

  – Time taken for indoor temperature to drop from 33℃ to 25℃ in Max mode.

  – Values may vary depending on the actual testing conditions and environment. 

[10] Based on internal testing on the AR70H12CAAWNER compared with the previous AR12TXCAAWKEU model

   – Installation area of 326㎥ (positioned at 2m height) at 35℃, standard outdoor cooling conditions.

   – Distance of airflow reach measured during cooling operation, at maximum airflow and the highest blades position setting.

[11] These 2 features are subject but region. SME models do not have AI Direct Wind and AI Indirect Wind.

Samsung[1] continues to apply inclusive design across its home appliances by integrating a wide range of visual, auditory and sensory experiences. From older adults to users with disabilities, the company carefully considers even the smallest inconveniences users may encounter throughout every interaction with its products.

In particular, Samsung has extended Relumino outline — an accessibility feature designed to assist users with low vision — to screen-equipped appliances, helping them enjoy a consistent accessibility experience regardless of which Samsung device they use[2].

Additional features all contribute to a more inclusive appliance ecosystem. These include Auto Open Door, which opens doors with a simple voice command and Easy mode for more intuitive interaction with the Bespoke AI Laundry Combo’s 7-inch Smart Screen[3]. Samsung also supports accessibility setting sync between screen-equipped appliances and smartphones, so users can enjoy a consistent experience across devices.

Check out the infographic below to explore the key accessibility features of Samsung AI appliances, which are designed to bring greater comfort and warmth to everyday life for everyone.

[1] Samsung Account login may be required to use certain Samsung AI features.

[2] Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features.

[3] Availability of more accessible models varies by region. Feature sets and specifications may differ by model.

It’s every traveler’s worst nightmare and yet such accidents are more common than you think. According to Samsung Care+[1] data, claims submitted in July and August were 30% higher than the annual average[2]. With your phones holding everything from boarding passes and hotel reservations to maps, a damaged device could be a potential trip-ender.

Accidental damages during travel can cause a stressful situation.

That is, unless you have Samsung Care+. Here’s how the comprehensive care service helps keep your devices protected throughout the summer vacation, giving you peace of mind throughout your trip.

Reliable Support Across Major Destinations

First things first, there’s no need to panic or cancel travel plans. Samsung Care+ offers comprehensive coverage both at home and abroad[3] through a network of Samsung-authorized service centers across major cities worldwide. Whether you’re in London, Seoul, Los Angeles, or Barcelona, your protection travels with you.

Samsung Care+ users can receive professional care through nearby Samsung-authorized service centers both at home and abroad.

Hassle-Free Repairs

Every minute counts on a vacation and the last thing you want is a long wait. That’s why Samsung Care+ is designed to get you quickly back on track through its streamlined claims process, helping you save time.

• No Complex Paperwork: You can get support through a clear, easy-to-follow system without complicated paperwork.

• Priority Queue[4] Access: Once enrollment is verified, you’ll receive support with clear guidance.

Within minutes of arriving, your repair is authorized and underway to ensure minimal disruption to your vacation.

Professional Service by Certified Technicians

Once the device is submitted for repair, Samsung-certified technicians take over. These professionals, who know Samsung Galaxy devices better than anyone, only use genuine parts. This ensures repairs go beyond fixing visible damage, returning devices to optimal condition so they maintain their performance and value.

All repairs are handled by certified experts using original parts.

Continuing Your Journey With Complete Peace of Mind

Thanks to Samsung Care+’s service network and professional care, you are good to go. What could have ruined your long-awaited vacation becomes just a minor mishap. Samsung Care+ gives you complete peace of mind throughout your trip so you can focus on creating lasting memories.

Samsung Care+’s comprehensive coverage offers peace of mind for Galaxy users.

[1] 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.

[2] Based on Samsung Care+ claims submitted in 2025.

[3] When in need of Samsung Care+ services during your travel, contact the visiting country/region’s local customer services center in advance for Samsung Care+ availability.

[4] Availability may differ by country. Please contact the visiting country/region’s local customer service center in advance for service availability.

This exciting line-up of AI phones introduces advanced Galaxy AI features that can help smoothen your productivity journey – Now Nudge, Now Brief, Call Screening and Document Scan – are all designed to work seamlessly and effortlessly so you never miss a beat no matter how busy you get.

Always prepared for complete ease of mind

The Galaxy S26 series provides you with timely reminders before you realize you need them. Feeling uneasy before the start of a new week is common, especially when important meetings await. More proactive and personalized than ever, Now Brief[1], quietly supports users by surfacing timely reminders and key information—helping to ensure that nothing slips through the cracks.

Effortless schedule management with Your AI Companion

The Galaxy S26 series finds for you the simplest way to stay organized. Heading to work, it’s common to be juggling emails, the day’s news and even that message from a close friend asking when you’re free to catch up.

Now Nudge[2] effectively minimizes manual input on your end. Timely and relevant suggestions help you stay in the flow without being distracted. Received a message about your evening plans? This exciting AI-powered feature which can be turned on or off from Settings, reads the context of the conversation, checks your calendar for conflicts, and surfaces relevant suggestion, without you ever opening a separate app.

This seamless productivity carries on across tasks with the Galaxy S26 series. If another friend asks for photos from a recent trip, the Galaxy S26 series can quickly and automatically suggest photos from the Gallery, removing the need to search through albums or switch between apps.

Check out how to use this advanced Galaxy AI feature, Now Nudge, here: How to use the Now nudge feature on the Samsung Galaxy S26 series | Samsung Malaysia

Stay focused with intelligent call screening

The Galaxy S26 series helps you screen out distractions with smarter safeguards. In fast‑paced workdays, unexpected calls can easily disrupt concentration, especially when you’re in important meetings.

The Galaxy S26 series introduces intelligent, AI‑powered Call Screening[3] for a safer way to handle calls instead of ignoring them. It helps you check unknown callers and summarizes intent, so you can decide if it is an important call to take.

Here’s how effortless Call Screening works on your Galaxy S26 Series:

The ultimate, distraction-free workday with easier document capture

The Galaxy S26 series enables you to get things done easily and quickly. From receipts and forms to handwritten notes, paperwork can pile up quickly—especially during busy workdays.

The AI-powered Document Scan instantly delivers clean digital copies of your receipts, forms, and notes, easily removing distortions and distractions like creases or fingers in the shot. This smart feature can remove the hassle of tiresome admin tasks – with the ability to automatically organize multiple images into a single PDF file, ready for whatever submissions you need to make.

The Galaxy S26 series represents the evolution of Galaxy AI in 2026. It is not simply a faster phone with upgraded specifications but a shift in what an AI phone is supposed to do: to be a steady companion that meets your needs – always helping you do more and worry less.

[1] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection. The description of photos provided by moments may not align with the user’s intent. Notifications must be switched on to be used as the recalled data. Recalled data available from supported app notifications, Messages, Gmail and Samsung Wallet and data collected from Gmail is only applicable if the user consents to Personal Data Intelligence’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages.

[2] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region, and language. Text message prompts currently available with Samsung Messages and certain third-party messaging apps including Google Messages and Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analyzing available image content. Accuracy of results is not guaranteed.

[3] Call Screening feature for Call Assist may vary by country, region and language. Feature needs to be manually activated.

Embodying this human-centered design approach, “Expressive Design”, Samsung Electronics achieved a remarkable milestone at the globally renowned Red Dot Design Award 2026, with all 16 of its submitted entries[1] recognized.

Samsung Newsroom sat down with designers from the Visual Display (VD) Business to hear the stories behind their design philosophy and innovation.

▲ (From left) Jangho Kim, Sanghyeon Na, Chulyong Cho, Minsun Kang, Jaeneung Lee and Yongjoo Lee

OLED TV S95H: A New Direction in TV Design

The OLED TV S95H received the Best of the Best award in the Product Design category, taking the long-standing paradigm of minimalist TV design in a new direction — one defined by presenting only what is necessary and boldly revealing its structure to create a framed, art-like object with a screen that appears to float.

▲ The OLED TV S95H, honored as the Best of the Best at the Red Dot Design Award 2026. [2]

Q. The S95H moves beyond the conventional bezel-less design to emphasize its presence as a design object. What inspired this paradigm shift?

Cho: Bezel-less designs have become the norm in today’s TV market, and it is increasingly difficult for brands to express a distinct identity. Beyond ultra-slim form factors, we believed it was time to rethink what a TV means in living spaces.

▲ (From left) A comparison of a conventional OLED TV and the OLED TV S95H

As TVs become larger, their presence within a space continues to grow. We believed it was important for the TV to blend naturally into the space, much like furniture or a lifestyle object. By incorporating various colors and materials into the frame, we developed designs that enable users to reflect their personal tastes.

▲ Chulyong Cho, Head of the Design Team, VD Business at Samsung Electronics

Q. The FloatLayer design — where the front panel appears to float in front of a metal frame — stands out. What kind of experience were you ultimately aiming to deliver through this design?

Cho: Our goal was to add both the atmosphere of the space and viewing immersion. We boldly exposed the metal plate to soften the contrast between the screen and its surroundings so that the product can seamlessly blend into its environment like it’s part of the interior. We also separated the screen and frame into different layers to create a more immersive experience. The screen layer highlights the OLED technology and picture quality of the S95H, while the frame layer helps the product integrate naturally into the living space.

▲ The OLED TV S95H preserves the ultra-slim profile that defines OLED displays while exposing its rear metal plate in all directions.

Breaking away from the conventional approach of eliminating the surrounding bezel, the design instead layers two contrasting materials to maximize visual impact. By prioritizing harmony with the surrounding space, the designers were able to create the S95H’s distinctive structure.

The S95H does not stop at a fixed sense of beauty. It allows users to express their personal taste through customizable elements integrated into its exterior.

Q. The customized decorative frames and art pattern on the back of the TV are also impressive. Where did these ideas begin?

Lee: We wanted to reflect users’ diverse interior preferences directly in the product — from wood tones and white tones to colorful styles. To achieve this, we applied an assembly structure that allows users to attach and detach decorative frames magnetically, with additional frame options available separately in various colors and materials to reflect their lifestyle.

▲ Jaeneung Lee, Head of the Product Design Group, VD Business

For the TV’s rear pattern, we used precision molding technology to arrange small cells in a random pattern, creating a surface with a texture that subtly changes depending on the light and viewing angle. This allows users to experience a new sense of detail every time they use the TV.

▲ (From left) The OLED TV S95H’s rear pattern and its enlarged view

Q. Users have a growing preference for zero-gap wall mounting. How have you responded to this?

Lee: No matter how beautifully a TV is designed to resemble a piece of art, it can lose its appeal and sense of immersion if it protrudes from the wall.

Essential elements required for operation — like sound holes and vent holes — were carefully integrated between the display and the frame, allowing them to remain out of the users’ line of sight while fully maintaining their functionality. With this approach, the TV fits closely against the wall, creating a clean, gallery-like composition — as if a framed piece of art were hanging in the space.

▲ The S95H was designed to minimize the size of the wall mount and integrate it into the rear of the TV, allowing it to sit as close to the wall as possible.

Where Design, Sound and Usability Converge

Beyond its elegant design, The S95H delivers three-dimensional, immersive audio through the gap between the screen and the metal plate, creating a deeply immersive listening experience. Moreover, the Wireless One Connect solution minimizes complex cable connections to maintain a clean, refined look while ensuring reliable wireless use even over long distances.

▲ The Wireless One Connect solution

TVs Designed for Any Space

Building on this achievement, TVs should evolve into lifestyle objects that reflect diverse user preferences and blend into any space. While delivering optimal viewing, the goal is to create harmonious aesthetics that allow users to express their personal style through design.

Looking ahead, Samsung will continue to advance its human-centered Expressive Design approach to reshape homes and everyday lives.

Buy the OLED S95H 4K Samsung Vision AI Smart TV (2026) here: https://www.samsung.com/my/tvs/oled-tv/s95h-77-inch-4k-smart-tv-qa77s95haexxm/

[1] The two products honored with the Best of the Best distinction were the OLED TV S95H and the Bespoke AI Laundry series. Fourteen additional products were named winners: Music Studio 5, The Movingstyle, Bespoke AI Refrigerator Family Hub, Bespoke AI Jet Bot, Bespoke AirDresser, Bespoke AI Ice Water Purifier, Bespoke AI WindFree Pro Air Conditioner, Jet Fit, Bespoke AI WindFree Combo Gallery Pro Air Conditioner, Galaxy Z Fold7, Galaxy XR, 5G Street Radio Solution, Spatial Signage and Portable SSD T7 Resurrected.

[2] These images are for illustrative purposes only and include elements created using generative AI tools.

Two premium intelligent eyewear designs from Gentle Monster and Warby Parker

Co-created with the eyewear partners, the intelligent eyewear combines breakthrough AI capabilities with comfort and style, merging Samsung’s leadership in hardware engineering and Google’s AI technology with premium eyewear design. Each eyewear brand brings a distinct design approach to the device. Renowned for their legacies in fashion eyewear, Gentle Monster presents styles with disruptive yet refined aesthetics, while Warby Parker showcases refined and timeless designs.

Built to understand the world alongside users in real time, the new intelligent eyewear provides everyday support while keeping users hands-free and heads-up. Users can access navigation assistance by simply asking Gemini with their voices, receive personalized suggestions such as a nearby coffee shop on their walking route, or even place an order for pickup. Users can also receive summarized notifications for important texts and add events to their calendars. Additional features include real-time translations with audio that matches the speaker’s voice, as well as the ability to translate text on menus or signs in the user’s line of sight. Working seamlessly within the Galaxy ecosystem, the device helps users easily manage everyday tasks or effortlessly capture photos, all without taking their phone out.

“This intelligent eyewear marks an important step in Samsung’s vision for AI,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience (MX) Business at Samsung Electronics. “With this new AI form factor, we are further expanding the Galaxy device ecosystem, where each device is optimized to deliver unique AI experiences that best fit each form.”

“Intelligent eyewear represents a powerful step forward in our shared vision with Samsung to make AI more helpful and accessible in everyday life,” said Shahram Izadi, Vice President and GM of Android XR at Google. “Combining the best of Google’s AI and the Android ecosystem together with Samsung’s leadership in mobile hardware and Gentle Monster and Warby Parker’s premium design, we are helping users stay connected and fashionable in a more natural, hands-free way.”

“Intelligent eyewear should feel as emotionally expressive as it is technologically advanced,” said Hankook Kim, Founder and CEO of Gentle Monster. “Our vision was to merge fashion and technology in a way that feels bold, beautiful and human, bringing Gentle Monster’s disruptive design identity into a new era of intelligent eyewear with Samsung and Google.”

“Eyewear is deeply personal, which is why every detail matters when integrating advanced technology into frames people wear every day,” said Dave Gilboa, Co-Founder and Co-CEO of Warby Parker. “Our Intelligent Eyewear is designed to feel intuitive, combining Warby Parker’s signature design with precision optics and exceptional comfort to help people stay focused on the moments in front of them.”

The first collections of intelligent eyewear are scheduled to launch this fall in select markets, with additional details to be announced in the coming months.

[1] Availability may vary depending on market. Currently, not available in Malaysia. All functionalities, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, components, performance, availability and capabilities of the product are subject to change without notice

Samsung Electronics recently installed its glasses-free 3D display, Spatial Signage, at the newly renovated Safari World at Everland, adding a new dimension to the visitor experience. Powered by Samsung’s patented 3D Plate technology, the display delivers striking depth and realism without the need for 3D glasses — all within a slim 52-millimeter profile.

Samsung Newsroom visited Everland to see how Spatial Signage is making the wait more engaging and to hear firsthand how visitors responded to the immersive display.

▲ Spatial Signage installed in the waiting area of Everland’s Safari World

Spatial Signage Sets the Stage for a Safari Adventure

Even before the safari tour begins, visitors are greeted by animals brought to life on Spatial Signage. The vivid movement and “screen-breaking” three-dimensional effect deepen the sense of immersion, building excitement for the adventure ahead.

▲ Spatial Signage heightens anticipation for the safari adventure with its glasses-free 3D visuals.

“Following Safari World’s reopening as a reimagined ecological space with enhanced animal welfare, we wanted to connect every stage of the guest experience — from entry and waiting lines to the safari bus ride — under a unified theme,” said Jiyeon Bae, Leader of Partnership & Alliance Group, Resort Business Division at Samsung C&T. “We saw Spatial Signage as the most effective way to lead guest into the safari adventure.”

Bae added, “To create the atmosphere of a wild expedition, we installed large-scale animal artwork featuring life-size bears, lions and tigers along the waiting route. Extending that visual experience with Spatial Signage, which gives the animals a vivid dimensionality, allowed us to further enhance visitors’ sense of immersion.”

Despite its large 85-inch size, the display also offers considerable flexibility in installation. “Taking into account the attributes of the waiting area, we created a custom frame that blends seamlessly with Safari World’s atmosphere,” Bae said. “This allowed us to position the display naturally within the queue without disrupting the overall environment.”

▲ Bae said watching young children stop to look at the animals on screen shows how Spatial Signage adds a unique element of fun to the waiting area.

“Spatial Signage also plays an important role in building anticipation by giving visitors a preview of the animals they are about to see before boarding the safari bus,” noted Bae. “When young children stop in their tracks after spotting a bear or lion on the screen, their eyes often widen with excitement. It becomes clear that the immersive quality of the content is resonating with guests.”

Turning The Wait Time Into a Fascinating 3D Experience

Visitors on-site responded enthusiastically. In particular, the glasses-free 3D experience changed the mood of the waiting area, making it feel like more than just a place to stand in line. Rather than simply watching the screen, they interacted with the animals, took photos and treated the wait itself as part of the fun.

▲ Visitors take photos with the animals on Spatial Signage, turning time spent waiting into part of the overall experience.

One visitor who came to Everland with family said, “It felt as if real animals were moving right in front of us. Taking photos with the kids while we waited made the time fly by.” The visitor added, “Seeing the children get excited even before meeting the real animals has made the trip especially worthwhile.” Students visiting on a field trip were equally impressed. “I thought you needed glasses to see 3D, but the tiger looked so real when it seemed to break out of the screen that it genuinely surprised me,” said one student.

▲ Visitors described the vivid movement of the animals on screen as strikingly lifelike.

“Seeing the wild animals we are about to meet truly built the anticipation for the safari,” said a couple waiting in the queue together. “It feels like we have already stepped into the safari before even getting on the bus.” A group of tourists visiting Korea also shared their impressions: “The tigers, lions, and bears look so vividly real, as if alive. It makes the wait so much more enjoyable and helps lift spirits before entering the safari adventure.”

Where Technology Meets Space – A New Spatial Interface

▲ Jin, CEO of Klleon, the content development company, emphasized the role of Spatial Signage, serving as an innovative interface that enables visitors to experience the space itself.

“Spatial Signage goes beyond simply delivering information — it serves as a spatial interface that enables visitors to directly experience the place they are visiting,” said SeungHyuk Jin, CEO of Klleon, which led the content development for Spatial Signage at Safari World. “We focused on capturing the natural movement of the animals and creating a sense of spatial depth so visitors are immediately immersed in the world of safari while waiting in line.”

At Everland’s Safari World, Samsung Spatial Signage helps shape the identity of the space and adds a new layer of immersion to the visitor journey. With innovations like Spatial Signage, Samsung continues to set the standard for immersive and engaging display experiences across industries.

Available on Samsung Art Store, the collection features a curated selection of 60 artworks designed to bring the wonderful world of the Moomins and Moominvalley into millions of homes across the globe via Samsung Art TVs.

Known for their distinctive and enduring charm, the Moomins have remained a beloved global sensation for generations, with a legacy spanning publishing, animation and design. Through this partnership, Samsung Art Store continues to expand its offering of globally recognized content, giving users new ways to personalize their spaces through art and fan-favorite characters.

▲ “Hattifatteners” (from “Finn Family Moomintroll” (1948)), by Tove Jansson on The Frame Pro

As more people look to make their homes feel more personal and expressive, Samsung Art Store is introducing collections that resonate — and the Moomins are a prime example. With this addition, users can now bring one of the world’s most loved fictional universes into their homes.

“The world of the Moomins has always reminded people of the importance of optimism, togetherness and finding beauty in everyday moments,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Art Store, we’re excited to bring that feeling into the home through a collection that is as immersive as it is inspiring.”

▲ “Garden Party” (from “The Dangerous Journey” (1977)) by Tove Jansson

The collection features a curated selection of original Moomin artwork spanning decades of storytelling and illustration. From Tove Jansson’s iconic black and white illustrations from the original novels in the 1940s to watercolor artwork from beloved picture books and cover illustrations, the collection celebrates the rich artistic legacy of the Moomins across generations. The collection also includes more recent interpretations of the Moomin world, serving to bring classic and contemporary works together in one experience.

▲ “The Floating Theatre” (from “Moominsummer Madness” (1982)) by Tove Jansson on The Frame

“At the heart of the Moomin stories is a sense of kindness, curiosity, and emotional honesty that has resonated across generations around the world. In a fast-paced, hyper-optimised world, Moomin offers an alternative way of living for people hungry for meaning,” said James Zambra, Creative Director at Moomin Characters Oy Ltd. “Tove Jansson developed a fascinating visual language of considerable sophistication. We’re excited to partner with Samsung Art Store to introduce this enchanting world of the Moomins in a format that feels contemporary and naturally part of the home.”

Samsung Art TVs — including OLEDs[1] now supported starting in 2026 — sit at the center of the experience, seamlessly displaying artwork in the modern home. Samsung Art Store’s growing collection spans genres and eras, redefining how art is discovered and experienced.

Availability

The Moomins collection will be available globally on Samsung Art Store from May 18.

About Moomin

The Moomins first appeared in print in 1945 and went on to star in a series of books and comics, enthralling millions of readers all over the world. The stories about the adventurous and witty Moomins stem from the singular imagination of Tove Jansson (1914-2001), a Finnish-Swedish artist who created not only captivating tales but also a remarkable visual legacy. Her works span a vast spectrum of creativity, from intricate watercolour paintings to charming comic strips and illustrations. The Moomin stories, while accessible to all ages, delve into profound themes such as courage, our relationship with nature, and the enduring power of friendship. The books have been translated into more than 60 languages. The Moomins have inspired stage adaptations, TV series, films, games, music, exhibitions, and theme parks – and continue to take new forms.

Find out more about Tove Jansson and the Moomins here:

www.moomin.com

www.tovejansson.com

[1] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.