“Customers around the world increasingly expect home appliances to harmonize with their living environments,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “By bringing our flat design to a wider range of laundry appliances, Samsung aims to deliver a consistent design experience that combines refined aesthetics with thoughtful usability.”

Refined Flat Design Improves Interior Fit and Usability

Samsung’s expansion of its signature flat design to the new 24-inch front-load washer lineup marks the latest evolution of the company’s design approach across its home appliance portfolio.

Compared to Samsung’s previous designs that featured more protruding front elements, the updated design offers a flat front surface with a more uniform appearance. This creates a cleaner, more sophisticated look that blends naturally into modern interiors and living environments.

Beyond aesthetics, the design also enhances everyday usability. The larger door with a wider opening angle enables easier access when loading and unloading laundry, making the task more convenient. More broadly, the new lineup and the showcase during IFA reflect Samsung’s continued efforts to expand refined design experiences to more consumers and living spaces.

Features Designed for Everyday Laundry Needs

In addition to the redesigned exterior, the new lineup incorporates key laundry technologies previously available on select premium models, bringing advanced washing experiences to more consumers. To address growing consumer demand for faster wash cycles and more efficient laundry routines, the lineup features Bubble Shot, which sprays water throughout the drum. This helps reduce wash time while maintaining effective cleaning performance,² providing a more convenient laundry experience for users.

The lineup also comes with Ecobubble technology, which allows detergent to dissolve more quickly and distribute more evenly across fabrics, helping users save energy while washing clothes effectively, even at low temperatures.³

By combining a refined exterior with advanced laundry technologies, Samsung’s new 24-inch washer lineup delivers a more intuitive laundry experience across diverse households. The company will continue to expand user-focused design approaches and technologies across its home appliance portfolio.

Exhibition Information

Samsung is showcasing its latest innovations at Samsung Connect, which is being held at Humboldt Carré in Berlin from Sept. 2-6. The new 24-inch washer lineup is on display, allowing visitors to see the products’ refreshed design ahead of their official launch.

1. The products shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability has not been determined. ︎
2. Based on internal testing using the Cotton cycle on a WW7400D model with Bubble Shot compared to a conventional Samsung washing machine without Bubble Shot. Results may vary depending on the type of laundry and the usage environment. ︎
3. Based on internal testing in accordance with IEC 60456 using AI Energy Mode combined with Ecobubble compared to default settings. Results may vary depending on conditions of use. ︎

Samsung Electronics today announced that it will showcase two new Bespoke AI Washer models during IFA 2026:¹ a 10 kg model designed to deliver A-70% energy efficiency² and a 13 kg large-capacity model engineered to fit within a standard 600 mm depth.

As the official main sponsor of the IFA Creator Hub, Samsung will showcase its latest innovations at Humboldt Carré in Berlin, Germany from Sept. 2-6. The new Bespoke AI Washers will be among the products on display, highlighting Samsung’s latest advances in technology.

The two new models combine improved energy efficiency and greater capacity with space-efficient design and AI-powered fabric care to help consumers manage laundry more efficiently and conveniently.

“At Samsung, we are continually challenging the traditional trade-offs between energy efficiency, capacity and convenience,” said Hyoung Min Park, VP and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “During IFA 2026, we’re demonstrating how innovation can help consumers save energy, handle larger loads and enjoy a more intelligent and convenient laundry experience.”

Larger 10 Kg Bespoke AI Washer Brings New Efficiency Milestone

The Bespoke AI Washer with A-70% energy efficiency marks a new step forward for Samsung, following the A-55% Bespoke AI Washer introduced at IFA 2024 and the A-65% model showcased at IFA 2025.

The new washer will be designed to consume up to 70% less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while increasing washing capacity from 9 kg³ to 10 kg. By improving capacity and energy efficiency simultaneously, the new model builds on the company’s continued research into overcoming the traditional compromise between washing larger loads and reducing energy consumption.

Samsung has achieved these gains through engineering improvements across key areas, including motor efficiency, thermal management, and wash-cycle design. Together, these technologies reduce electricity consumption while maintaining effective cleaning performance and everyday usability.

13 Kg Bespoke AI Washer Offers Increased Capacity With Standard-Depth Footprint

Samsung will also showcase the new Bespoke AI Washer with large capacity, which brings a 13 kg washing capacity to a standard European design depth of 600 mm.

Using SpaceMax technology, which creates more space inside to enhance the mechanical design and incorporate a larger drum without increasing the external dimensions, the washer increases internal volume while maintaining a compact 24-inch form factor. This space-efficient design allows users to wash larger loads, bedding, and bulkier items — while helping the appliance fit within common European kitchen, utility-room, and furniture configurations.

The washer also incorporates Samsung’s mono-body design, creating a unified form designed to blend naturally into a wide range of interiors. A slim front frame reinforces its streamlined silhouette, while refined colors, materials, and finishes contribute to a clean, understated appearance.

At the center of the interface is a large touch display visually integrated with the detergent compartment. From this display, users can intuitively access cycle controls, connected features, and personalized laundry services through SmartThings.⁴

Auto Open Door Helps Keep the Washer Interior Fresh

For added convenience, both washers feature Auto Open Door. Once a wash cycle is complete, the washer door opens gradually to help release residual moisture from inside the drum. By automatically ventilating the interior after a cycle, Auto Open Door helps keep the washer interior fresh between cycles.

Together, the new A-70% and 13 kg Bespoke AI Washers reflect Samsung’s continued effort to challenge traditional laundry trade-offs. They deliver great capacity with lower energy consumption, making everyday laundry more intelligent and convenient.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Based on Samsung internal testing. The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10 kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
3. Compared to the previous model WF90H09C4S with A-65% energy efficiency and 9 kg washing capacity. ︎
4. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎