Samsung Spatial Signage changes that. Its slim 52 mm profile, combined with Samsung’s patented 3D Plate technology, delivers depth and dimension without the heavy, boxy structures of conventional 3D signage.

Available in multiple sizes[1] — 32-inch, 55-inch and 85-inch — Spatial Signage can be placed on shelves, used to highlight a product zone or anchor a larger feature wall.[2] This gives retailers and venues a flexible way to add impact where it matters most, without redesigning the entire space.

▲ Samsung’s glasses-free 3D display, Spatial Signage

If content creation and management are a concern, Samsung VXT (Visual eXperience Transformation) provides a solution. Through Samsung VXT, businesses can remotely manage connected screens[3] and create signage-ready video content with ease. With the AI Studio app,[4] newly added to Samsung VXT today, users can create signage-optimized content from just one product image and a text prompt.

▲ Samsung VXT’s AI Studio helps create signage-ready video content.

The app offers an option to upscale the content to 4K UHD resolution at 60 frames per second. Not only does it support general digital signage, but it can also optimize videos specifically for Spatial Signage with an optional feature, delivering a truly immersive experience on the 3D display.

▲ AI Studio offers an option to optimize content for Spatial Signage.

Samsung VXT allows businesses to remotely control and manage content for both conventional digital signage and Spatial Signage within the same platform, reducing workflow complexity across display types.

Watch the video below to see how retail displays come to life with Spatial Signage.

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

[1] The availability of each size may vary by region. 32-inch and 55-inch models will be available later this year. 

[2] Spatial Signage is compatible with wall mount accessories for installation, sold separately. 

[3] Samsung VXT is sold separately, and solution availability varies by region.

[4] AI Studio may incur additional costs depending on usage. 

Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.

Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.

▲ Sangmin Lee from Samsung’s Picture Quality Solution Lab introduces the enhanced brightness of the new OLED and its reduced power consumption.

Making the Screen More Helpful With Vision AI Companion

At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.

▲ Steffen Greb from Samsung’s ECSO demonstrates the Art mode and explains the Vision AI Companion.

Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.

Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.

Advancing Picture Innovation Across Premium Displays 

Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.

▲ Olivia Lee from Samsung’s Picture Quality Solution Lab showcases Samsung’s latest Micro RGB technology.

Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.

▲ Youngju Oh from Samsung’s Picture Quality Solution Lab introduces a new color evaluation method with the emergence of BT.2020 for 100% Wide Color Gamut Display.

Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.

To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.

Extending Performance Across Gaming Displays and Lifestyle Audio

Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.

In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.

▲ Jin Yoo from Samsung Research America Audio Lab showcases the new Wi-Fi speaker, Music Studio 5.

Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.

Expanding AI Across the Entire Screen Experience 

“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”

Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.

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

More than a Device – the Integral Role TVs play in a Household

From little children captivated by their favorite cartoons, to couples unwinding with a romantic film, friends sharing their excitement over major sporting events and families gathering for blockbuster action movie nights together, the television has never been just a screen. More than just another electronic device, TVs have earned an important spot in households, bringing people together, shaping shared experiences, and creating lasting memories. Beyond entertainment, TVs have provided something more meaningful – quality time with the ones who matter.

It’s no surprise then, that when consumers consider purchasing a new TV, quality and durability rank among their top priorities. After all, they are not simply buying a device, but investing in a centerpiece of their homes – one that will stand the test of time, creating more special moments in the years to come.

Samsung’s 20-year run as the World’s top TV brand[1] reflects a legacy carefully built on maintaining our commitment to provide high quality visual experiences for the long-term. This expertise in the display sector also extends beyond TV screens. Reinforcing our leadership in another household’s touchpoint, we have recently retained our position as the world’s No. 1 gaming monitor brand for the seventh consecutive year[2].

Across the region, AI is now changing the TV’s role from passive display to active companion and consumers are navigating an ecosystem crowded with AI-powered devices, platforms, and services. However, due to a lack of intentional and effective integration into existing infrastructure, it can still be challenging for promising AI solutions to deliver the trustworthy and tangible value they claim to offer.

What Two Decades of Leadership Really Means

In market after market, and year after year, consumers have chosen Samsung not simply because of feature innovation, but because our solutions perform as promised. That consistency is supported by service networks, software updates, and retailer partnerships. Samsung’s reputation for reliability and innovation is also driven by word-of-mouth between family and friends – which our research[3] has identified as the top information touchpoint for consumers considering Samsung.

The market is now more competitive than at any point in Samsung’s 20-year run as the World’s top TV brand[4]. But we welcome the competition; it is what has kept us sharp. We know that the brands that will define the next 20 years will be those which can balance the pursuit of innovative technology with consistent delivery of experiences that consumers can trust in.

AI, Designed for the Long Game

At the core of Samsung’s 2026 lineup is Vision AI — a platform that works in the background, analysing content, user preferences, and the viewing environment in real time to automatically optimize picture and sound. This is not a feature you switch on, but is intelligence built into the device architecture itself, from the Micro RGB’s AI Engine Pro which renders precise colour reproduction frame by frame, to system-level integration that ensures hardware and software work as one. Harnessing this depth of integration allows us to deliver experiences that continually adapt to be meaningful for every user.

Building on this foundation is Vision AI Companion, the conversational layer that transforms the TV from a display that responds to commands into one that delivers a more natural and conversational experience. Where Vision AI handles what you see and hear, Vision AI Companion responds to what you ask and say. It understands contextual, casual prompts the way a friend might: “Can you recommend a movie for me to watch tonight?” or “What’s the recipe for that dish on screen?”. Far from being a search engine mapped onto a remote control, it functions through natural conversations.

Together, they represent a trust signal that AI is not reserved for only premium buyers. Vision AI and Vision AI Companion are not limited to flagship models but available across nearly Samsung’s entire 2026 4K and above TV line-up, from the Micro RGB 130-inch down to Crystal UHD TVs, not as a luxury add-on, but a standard part of the Samsung TV experience.

This long-game approach extends to how we protect and sustain that experience over time. As consumers embrace AI more deeply, the user experience must be grounded in the principle that access to personal information is limited to the specific task at hand.

Operating within a robust, hardware-level security framework like Samsung Knox ensures that personal data remains protected on-device and is shared only when required. And because a television is considered a long-term investment for most households, our TVs are built on the One UI Tizen[5] platform that comes with up to seven years[6] of OS software upgrades — maintaining security and delivering new features over time, so that consumers can be confident that today’s purchase remains fully supported well into the future.

Establishing Dependable Experiences in the AI Era 

The region’s openness to advanced technology, multi-generational households, passion for sports and gaming, and diverse content ecosystem mean that serving SEAO consumers well requires a carefully curated product portfolio with offerings that meet their needs

It has required listening closely and responding precisely. Features like AI Soccer Mode[7] — built for the biggest international sporting moments of the year — and the Samsung Art Store’s ever-expanding collection from global and regional curators were not accidental innovations. They were thoughtfully and intentionally designed based on two decades of understanding how people really live with their televisions. And of course, naturally made available in SEAO for our regional consumers.

Twenty years ago, Samsung made a promise to consumers around the world: to deliver television experiences worthy of their trust, their living rooms, and their passions. That promise has not changed. What has grown is our capacity to honour it, through deeper technology, stronger partnerships, and a more nuanced understanding of what consumers across diverse markets truly need. Vision AI is the most powerful expression of that commitment to date.

As we celebrate twenty years as the world’s leading TV brand, we do so with a clear sense of what that tenure means and what it demands. It reflects a track record of delivering on what we set out to do, and the confidence to continue maintaining that trust by ensuring that every innovation we bring to market makes life in homes across the globe, including SEAO, richer, smarter, and more connected to the things that matter most. That is the standard that we will hold ourselves to for the next twenty years and beyond.

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

[1] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia

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

[3] Samsung’s annual IFC SEAO TV Awareness Study 2025 was conducted with 2000 participants, aged 25 to 64 years old in November 2025, 8 countries including Australia, Indonesia, Malaysia, New Zealand, Thailand, the Philippines, Singapore and Vietnam.

[4] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia

[5] One UI Tizen: Content and services may vary by region and are subject to change without notice. Agreement to Smart Hub Terms and Conditions and Privacy Policy is required before use. Some content and services require registration and subscription. Requires Samsung account. Tizen OS upgrades will be provided for up to 7 years, starting from release year. Please note that this upgrade does not cover the TV’s hardware performance, features or durability. Upgraded features may vary depending on the specifications and model. Requires internet connection. Data charges may apply.

[6] Tizen OS upgrades are available for products released from 2023 and will be supported for up to 7 years starting from the product release year. Please note that the upgrade does not cover hardware-related performance, features or durability. Features provided through upgrades may vary depending on model, region, product launch year and other factors.

[7] AI Soccer Mode Pro: AI technology designed to detect and optimise soccer content only. Availability and performance will vary according to several factors including source content and application in use.

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 Hotel TV and LYNK Cloud

Samsung Hotel TV and LYNK Cloud[1], Samsung’s comprehensive hospitality cloud solution, are designed to work together as a single connected solution. Samsung Hotel TV brings hotel information, dining, services and entertainment onto one screen, so guests can explore the property, access key services and enjoy content more easily without leaving their room. It also takes in-room entertainment to the next level with support for Google Cast and Apple AirPlay[2], allowing guests to stream content securely and seamlessly from their personal devices.

▲ With Samsung’s latest hospitality display, guests can instantly stream content from their devices with Google Cast and Airplay.

LYNK Cloud connects these touchpoints, helping hotel IT managers, service managers and operators manage hotel TVs, on-screen services and guest-facing content at once from a central platform.

With its Business Intelligence feature, LYNK Cloud helps hotels see which menu items guests order most, or which TV channels they spend the most time watching. These insights help hotels better understand guest preferences and improve their overall experience during their stay.

▲ LYNK Cloud supports hotel operators and hotel service managers by helping them gain insight into how guests interact with in-room TV services to support more relevant offerings and identify new revenue opportunities.

Watch the video below to see how Samsung Hotel TV and LYNK Cloud work together in real hotel environments to simplify operations and elevate the in-room experience.

[1] LYNK Cloud is sold separately, and feature availability may vary by region. LYNK Cloud supports Samsung Hotel TVs with Tizen 5.0 or higher.

[2] Availability of Google Cast and Apple AirPlay varies by model.

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.

Spatial Signage, Samsung’s glasses-free 3D display, has earned industry recognition with awards at IFA 2025, CES 2026 and ISE 2026. Bringing the concept to life required close collaboration across display, research and design teams — each solving a different piece of the 3D puzzle.

Samsung Newsroom spoke with experts across the company — Jong-Gu Sun and Yujin Nam from the Visual Display (VD) Business, Chang-Kun Lee from Samsung Research (SR) and Eun Vit Chung from the Corporate Design Office (CDO) — about the journey behind the innovation.

 

Redefining the 3D Visual Experience

As demand grows for more distinctive visuals, the need for new display solutions is increasing. “We are seeing rising interest in visually striking content that captures attention, such as ultra-large LED-based anamorphic displays,” said Sun. “However, these installations typically require more space than traditional signage and dedicated 3D content.”

 

“Spatial Signage delivers immersive 3D depth without glasses or bulky holographic boxes, enabling differentiated experiences across a wide range of environments,” he added. “It also reduces the cost of producing dedicated content while remaining compatible with existing signage systems.”

 

▲ Sun discusses how Spatial Signage brings immersive 3D experiences to life.

 

Turning the concept into reality required a strong technological foundation. “While exploring new signage solutions, we discovered advanced display technology under development at Samsung Research and realized it could enable 3D signage for B2B environments,” said Chung. “From that point, close collaboration among SR, CDO and the VD Business advanced the technology and brought it to market.”

 

 

Inside the Technology Behind Spatial Signage 

At the core of Spatial Signage is 3D plate technology. “The system combines a display with optical components to send separate images to each eye, applying the principle of binocular disparity so the brain perceives depth,” Lee explained. “A lenticular card — which shows different images depending on the viewing angle — is a common example of a 3D plate.”

 

▲ Principle of 3D plate technology

 

“Spatial Signage uses a new method of rendering 3D images to address the limitations of conventional glasses-free 3D displays, such as reduced image quality and narrow viewing angles,” he added. “By presenting the main subject in high-resolution 2D while using a 3D plate to create depth in the background, it achieves both immersion and high image quality.”

 

Building an ultra-large, 85-inch 3D display was no easy task. A 3D plate is made by combining lenticular lenses with printed images to produce 3D visuals — and once created, it cannot be adjusted.

 

▲ Lee highlights Samsung’s innovative technology behind the ultra-large, 85-inch 3D display.

 

“If discrepancies between design specifications and the actual structure are not precisely accounted for, the background on screen can appear distorted,” said Lee. “To address this, we developed a special pattern to detect errors during lens production.” By combining this printed pattern with the lenticular lens, the team could quickly identify deviations and adjust printing conditions accordingly.

 

Securing depth while maintaining a slim profile was another challenge. Spatial Signage uses a thin 3-4 mm 3D plate to create a box-like sense of space with a perceived depth of up to 500 mm, as if extending inside the screen. “Achieving depth with such thin optical materials made lens design and reliability testing difficult,” Nam explained. “Despite numerous unexpected obstacles, we explored a range of ideas and ultimately improved the product’s quality.”

 

▲ Nam shares how the team achieved a 3-4 mm thickness and 500 mm depth through numerous trials.

 

The team also faced physical limitations. “With an ultra-large 3D plate, gravity can cause sagging, leading to blemishes or distortions, while vertical lenses can produce the moiré effect — a high-frequency, wave-like pattern,” said Nam. “We repeatedly encountered these technical constraints. It would not have been possible without close collaboration across teams.”

 

▲ (From left) Chang-Kun Lee and Eun Vit Chung

 

 

Crafting Depth Through Design

With the technology in place, the next step was to design an intuitive and immersive visual experience. “To maximize depth on the 85-inch screen, we refined the 3D plate imagery and developed guidelines for image processing that enhance elements such as perspective and shadows,” Chung emphasized. “It is the result of years of accumulated expertise and dedication.”

 

As a result, the 3D plate features precisely calculated lines, surfaces and gradient backgrounds, while the foreground 2D content incorporates lighting, shadows and perspective aligned with the background’s depth. “This project felt like bringing virtual images from a 3D program into the real world,” said Chung. “I’ve grown attached to each visual element created through this process.”

 

▲ Chung explains how Spatial Signage reflects Samsung’s design expertise, from 3D plate image design to lighting and perspective.

 

However, implementing the concept proved more complex than expected. “While typical design work can rely on a single image, Spatial Signage requires images to be divided into micrometer-level segments — thinner than a strand of human hair,” Chung explained. In other words, designers had to anticipate how those segments would come together. “It would have been impossible without a deep understanding of optics. By studying and applying those principles, we achieved the sense of depth seen today.”

 

 

New Opportunities for B2B Displays 

Developed through close collaboration across teams, Spatial Signage goes beyond traditional displays and opens new possibilities in everyday environments. To increase its versatility in diverse retail settings, Samsung plans to expand its lineup past the current 85-inch model with 32-inch and 55-inch options later this year.

 

▲ Samsung VXT lets users create signage-ready videos.

 

“Whenever I walk by a café with Spatial Signage, I notice people pausing to look at the display,” said Nam. “For cafés or franchises seeking a more engaging way to promote seasonal menus or events, it can offer a compelling alternative.”

 

AI Studio,[1] an AI-powered content creation app within Samsung Visual eXperience Transformation (VXT), lets users create signage-ready videos from a single product image. In addition to supporting standard digital signage, it offers an option to optimize content specifically for Spatial Signage — delivering a truly immersive experience on the 3D display.

 

“In addition to retail, Spatial Signage is drawing strong interest from sectors including 3D audiovisual solutions for education in Europe, virtual personal training systems for major fitness chains and augmented reality waiting areas at theme parks in Korea,” said Sun. “Through innovative display solutions, we will continue to build a commercial display ecosystem that only Samsung can deliver.”

 

▲ Spatial Signage unlocks versatile, innovative display experiences.

 

Ultimately, Spatial Signage is not just about making images appear in 3D — it is about creating more immediate, memorable and lifelike experiences in everyday spaces.

 

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

 

 

 

[1] Samsung VXT is sold separately, and solution availability varies by region. The AI Studio app will be available in April 2026 and may incur additional usage fees.

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.

At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

As the world’s leading TV brand for 19 consecutive years[1], we recognize that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers.

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average[2]. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

From Tactical Usage to Intuitive Environments

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study[3] show that 88% of consumers in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device, they want an intelligent Entertainment Companion: a device that understands context.

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC), designed to make television more intuitive, conversational and personalized. Simply ask a question while you’re watching the TV—about a film, a sports event, or even travel suggestions. Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. Alongside SmartThings as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

Defining the Premium Experience: Sight and Sound

The bar for home cinema has shifted towards premium, ultra-large screen experiences that demand zero compromise. In SEAO, 68% of consumers prioritize high-end, cinematic experiences at home 3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV (R95H model), marking a big step in display innovation and revolutionizing picture quality. The core LED light source is redesigned and re-engineered, delivering exceptional color performance on top of great brightness and contrast.

True immersion is a multi-sensory business. We pair our display expertise with 11 years of audio excellence to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony evolves TVs and speakers into an adaptive ecosystem that intelligently optimizes sound based on each room’s unique layout.

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), the world’s first 6K glasses-free 3D gaming monitor that pushes the boundaries of resolution and refresh rates, ensuring a visual experience that is as seamless as it is immersive.

Elevating Home Expression Through Art and Content

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilizing advanced glare-free display technology^[4] and access to curated art via the Samsung Art Store^[5], the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide, marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

Inspiring the Next Two Decades of Innovation

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

[1] Global No.1 Tv source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] Google, Temasek, and Bain, e-Conomy SEA 2025

[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, The Philippines, Malaysia, Singapore and New Zealand.

[4] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

[5] Art Store subscription and Samsung Account connection required to access full selection of artwork.