▲ Samsung received a total of 12 awards, including five Best of Show awards at ISE 2025.

Samsung’s booth entrance featured The Wall, drawing in visitors with an immersive anamorphic experience powered by cutting-edge MICRO LED technology. Throughout the booth, attendees caught a glimpse of the various environments being transformed by Samsung’s next-generation signage solutions — from corporate offices and classrooms to hotels and museums.

▲ Thousands of attendees made their way through Samsung’s engaging and expansive booth.

Samsung Newsroom captured some of the standout products showcased at ISE 2025 that demonstrate Samsung’s leadership in commercial display technology.

• Samsung Color E-Paper: Ultra-Bright, Ultra-Light and Ultra-Efficient
• HoloDisplay: Bringing Signage to Life With 3D Innovation
• Transparent MICRO LED: Blending Reality and Digital Content
• Interactive Display: A Smarter, More Interactive Classroom Experience
• The Wall: Optimizing Command and Control Rooms With High-Resolution Displays
• The Wall for Virtual Production: A Seamless, Cost-Effective LED Stage Solution for Filmmakers
• SmartThings Pro: Expanding Partnerships and Enhancing IoT Automation
• Another Record-Breaking Year for Samsung at ISE 2025

Samsung Color E-Paper: Ultra-Bright, Ultra-Light and Ultra-Efficient

▲ (From left) Jungsuk Han, Jonghwa Bae and Kwangju Kim stand with ISE 2025 Best of Show trophies for Samsung Color E-Paper, which delivers vivid, high-intensity color in a remarkable form factor

Launched at ISE 2025, the energy-efficient Samsung Color E-Paper (EMDX model) stunned visitors with its vibrant digital ink technology and slim, lightweight design. This innovative signage solution is ideal for locations where content remains the same for a week or longer — such as retail or grocery stores and outdoor spaces such as bus stops. The display uses 0.00W[1] of power when showing a static image and can easily be managed through a dedicated app[2] or with Samsung VXT (Visual eXperience Transformation), a cloud-based content management solution (CMS) platform.

Samsung Color E-Paper received numerous Best of Show awards at ISE 2025 from trade publications — including AV Technology, Digital Signage and Installation.

HoloDisplay: Bringing Signage to Life With 3D Innovation

▲ A visitor reaches out to try and touch the 3D projected image in the innovative HoloDisplay, which creates a ‘floating object’ effect for an immersive experience

Following its debut at CES 2025, the HoloDisplay captivated attendees with its anti-distortion technology that forms a floating image in midair and its brighter and sharper picture quality.  The HoloDisplay also earned the Best of Show award at ISE 2025 from Installation.

Transparent MICRO LED: Blending Reality and Digital Content

▲ The Transparent MICRO LED attracted visitors’ attention with its crystal-clear, glass-like display

The Transparent MICRO LED display brought a new viewing experience to attendees. With its crystal-clear, glass-like design and high resolution, the display earned industry recognition including this year’s Digital Signage Innovation of the Year award from AV News.

Interactive Display: A Smarter, More Interactive Classroom Experience

▲ 2025 Interactive Display with Samsung AI Assistant

Samsung showcased its 2025 Interactive Display with Samsung AI Assistant — a new educational solution designed to provide an interactive experience to students. Attendees explored the new AI capabilities now supported, such as Circle to Search.

The 2025 Interactive Display earned the Best of Show award at ISE 2025 from the trade publication Tech & Learning, further solidifying its reputation as a cutting-edge educational solution.

The Wall: Optimizing Command and Control Rooms With High-Resolution Displays

▲ A Traffic command and control demonstration at ISE 2025 (left) and NASCAR’s new remote race control room (right)

Samsung showcased how The Wall can help businesses make fast and informed decisions. At the booth, attendees witnessed how the display can be used in settings such as control rooms to provide a large, dynamic canvas for real-time monitoring and decision-making.

In the United States, NASCAR`s new remote race control room now utilizes The Wall enhanced race officiating. Officials can review comprehensive, real-time video, audio and data from the track and remotely oversee races on an impressive 32-foot-wide, 9-foot-tall screen.

The Wall for Virtual Production:  A Seamless, Cost-Effective LED Stage Solution for Filmmakers

▲ The Wall for Virtual Production in the corporate broadcast section in Samsung’s booth at ISE 2025

Samsung hosted a live demonstration at Samsung Corporate Broadcast Studio inside the ISE 2025 venue to showcase the seamless integration of The Wall for Virtual Production (IVC model) with Arnold & Richter Cine Technik (ARRI) cameras and lighting fixtures as well as Realtime Department’s digital experience solution. The combination of these technologies created ready-to-shoot LED backgrounds for virtual production — ensuring exceptional image quality and ease of use for corporate, broadcast and media environments.

“The collaboration with Samsung and Realtime Department has significantly lowered the entry barrier to LED production for filmmakers,” said Andre Rittner, Business Development Manager of EMEAI (Europe, the Middle East, Africa and India) at ARRI. “This partnership has brought ARRI’s award-winning equipment to a suite of studio production tools and reduced production costs without compromising quality.”

SmartThings Pro: Expanding Partnerships and Enhancing IoT Automation

▲ The SmartThings Pro wall

Samsung showcased how device ecosystems can be managed with SmartThings Pro — the company’s hyper-connected B2B platform featuring enterprise-level encryption to safeguard sensitive data across IoT connections.

Several new partnerships enhance the functionality of SmartThings Pro in business settings.

• Meeting rooms: Cisco video conference cameras and dashboards connect with 105-inch 21:9 Smart signage for crystal clear video conferencing and intuitive control. The AMX Muse Automation Controller streamlines operation of The Wall without compromising security.
• Retail stores: Five Nexmosphere sensors expand SmartThings Pro’s capabilities in retail settings — a presence sensor, radio-frequency identification (RFID) sensor, lidar sensor, ambient lighting sensor and an NFC reader.
• Hotels: ABB devices integrate with NetX management systems and SmartThings Pro to create new guest experiences.

Another Record-Breaking Year for Samsung at ISE 2025

Samsung’s leadership in digital signage was recognized at ISE 2025 with 12 awards from various organizations and trade publications — surpassing the impressive nine awards won in 2024.

Best of Show Awards from Future

• AV Technology: Samsung Color E-Paper
• Digital Signage: Samsung Color E-Paper
• Installation: Samsung Color E-Paper and HoloDisplay
• Tech & Learning: 2025 Interactive Display

AV News Awards

• AV Project of the Year (Commercial) Award: Samsung for using the Outdoor LED Signage XHB series (P8) at Shinsegae Department Store in Seoul, South Korea
• Digital Signage Innovation of the Year Award: Transparent MICRO LED

Inavation Awards

• Applied Technology Award: Samsung for using Onyx Led screens at Pathé Palace in Paris, France

▲ Employees from Samsung France receive the Applied Technology Award.

Top New Technologies (TNT) Awards from Commercial Integrator

• All-Weather Display: OHDX Outdoor Signage 46”and 55”
• TVs: 2024 HBU8000 Hospitality TV
• Video Monitors: QHFX 115” Smart Signage

ISE Stand Design Awards from EXHIBITOR Magazine

• Sustainability Recognition XL (250 m² or more): Samsung

▲ The Sustainability Recognition XL award recognizes the eco-conscious design of Samsung’s ISE 2025 booth.

ISE 2025 illustrated how quickly digital signage is evolving. Samsung is revolutionizing the industry with energy-efficient, AI-driven innovations — setting new standards with its award-winning lineups at ISE 2025 and beyond.

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

[1] The power measurement is based on IEC62301 standards from the International Electrotechnical Commission. According to the standards, the average power below 0.005W is indicated as 0.00W.

[2] Samsung Color E-Paper mobile app supports Android 10 and above, and iOS 15 and above. Availability may vary by device, software version and region.

Samsung Newsroom sat down with Chan Hyoung Park, Vice President of Visual Display (VD) Business at Samsung Electronics, Mark Taylor, European Head of LED at Samsung Electronics, and developers Sanghoon Oh and Hyun Ji to learn more about the inspiration for the display and the future of film production.

Increased Content Immersion and Reduced Production Costs

Virtual production is a method of filmmaking that combines computer-generated imagery with live-action footage to create next-level content. The use of both physical and digital elements gives filmmakers the ability to visualize imaginative scenes in new ways.

As virtual production enables filmmakers to overcome the limitations of physical sets or environments, an increasing number of ultra-large, high-definition LED displays are being incorporated into production — saving time and cutting costs during post-production editing. Unlike chroma key green screens, which require image compositing and color correction during post-production, LED screens for virtual production can seamlessly display a breathtaking background behind moving actors.

LED walls, such as The Wall for Virtual Production, offer advantages against both these methods. With these screens, producers are able to efficiently make edits to video in real time, whilst actors experience better immersion because of the lifelike, ultra-high definition images.

▲ Mark Taylor underscores how virtual production screens increase the level of immersion for actors during filming.

Mark Taylor, European Head of LED, explained how these features make virtual production an attractive form of film production. “If producers were to add a lot of effects post-production, it takes a long time and the cost can be lot higher. But a lot of it’s actually being done in-camera. With LED walls, actors can crucially interact with the video behind them, making the experience much more immersive,” he said. “In addition, because LED is its own self-emitting light, you can put that in much brighter environments than projections, and you don’t have to use camera settings and lighting to compensate for that, resulting in more flexibility.

Adoption Throughout the Film and TV Industry

Virtual production techniques are becoming increasingly popular because of their specific advantages. Large-scale blockbuster films that require heavy visual effects began shifting to virtual production during the pandemic, and many studios have continued to use it since. Likewise, various OTT platforms have followed this trend to further market growth.

To usher in the era of virtual production, CJ ENM — a leading entertainment company in South Korea — teamed up with Samsung to install The Wall Virtual Production Stage in Paju, South Korea last May. Measuring over 1,000 inches, the custom oval display set a remarkable precedent for the next era of film and TV production and paved the way for future virtual production technology.

As adoption continues throughout the industry, annual growth of the market size is predicted to be around 18% through 2030. With applications expanding to advertising and live commerce, virtual production will set a new standard for production across various sectors.

▲ The Virtual Production market is expected to grow 18% YoY globally through 2030

Optimization of Virtual Production Studios

The Wall for Virtual Production is equipped with the latest visual technologies such as newly developed LED elements and ultra-anti-reflective film so the darkest colors show up clearly on screen even under the brightest production lights. Each screen module is built to a 4:9 ratio, slimmer than the conventional 16:9, to help reduce the angle between cabinets and thus prevent video distortion from light reflections.

“In the early stages of developing The Wall for Virtual Production, we wanted to ensure the product was suitable for diverse studio environments,” said Samsung developer Hyun Ji. “We accomplished this by creating a display that can be installed in numerous orientations such as being hung or stacked with other screens. This flexibility allows productions to adapt the screen to their sets. In addition, we’ve prevented screen distortions by reducing the product’s length and eliminating light reflection by applying ultra-anti-reflective film for more natural videos.”

▲ The Wall for Virtual Production modules are compatible with both hanging and stacking structures to fit production needs

The modular nature of The Wall for Virtual Production allows it to be constructed in a variety of forms ideal for any environment — from a perfectly flat screen to up to 6,000R curvature. Additionally, the width can be extended by any length while the height can range from 9m to 13.5m (up to 10 modules hung or 15 modules stacked). To keep the weight evenly distributed, Samsung developed a uniquely patented structure to ensure the display is stable.

“With the leveler-style supporting structure applied, the weight of the modules is evenly distributed among the cabinets,” explained Ji.

To minimize distortion when cameras are connected, The Wall boasts the highest industry refresh rate of up to 12,288Hz for unparalleled image quality. Samsung developer Sanghoon Oh explained how this refresh rate is ideal for studio production. “By achieving this impressively high refresh rate, we’ve minimized screen distortions that occur when subjects overlap or when horizontal lines form due to camera movement,” he said.

▲ Hyun Ji (left) and Sanghoon Oh who worked on the development of The Wall for Virtual Production

Aside from the impressive scale of the display, Samsung applied innovative software solutions to The Wall for Virtual Production to ensure visuals are replicated seamlessly on screen. The company equipped the display with Generator Locking (Genlock) to synchronize the screen and camera’s video signals as well as Phase Offset to adjust any delays between the camera and screen.

Oh explained how Samsung’s industry and technological expertise has helped the company perfect its products. “Samsung can respond to various market demands efficiently because the company designs and produces its own hardware — including LED modules, cabinets and S-Box (a dedicated video player) — as well as its own software solutions — such as LED Signage Manager (LSM) for LED operation control and Virtual Production Manager (VPM) for virtual production,” he said.

The Next Era of Content Production

Unveiled earlier this year, The Wall for Virtual Production has already garnered attention from industry professionals and creatives alike. “Although we’ve just begun, we’ll work to strengthen the product’s competitive market edge and lead the industry,” said Oh.

Equipped with industry-leading technologies, The Wall for Virtual Production will enhance not only the production process but the production environment as well.

“The Wall for Virtual Production maximizes digital effects while also simplifying and speeding up the video production process,” said Chan Hyoung Park, Vice President of Visual Display (VD) Business. “The display has the potential to change the film and TV landscape by reducing costs and creating a more efficient industry.”

▲ Chan Hyoung Park explains how The Wall for Virtual Production will redefine industry standards for production.

Combining extraordinary technological features with imaginative digital and visual effects, The Wall for Virtual Production is poised to lead a new era of content production.

[1] Samsung has been the No.1 selling digital signage brand for 14 consecutive years by Omdia (IHS) 23 Q2 Smart Signage History+Forecast report. (Note: Consumer TVs, along with Commercial Lite and Hospitality TVs used for signage, are excluded.)