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

Samsung Electronics announced a new global collaboration between Samsung Art Store and Moomins, introducing an exclusive digital art collection featuring the iconic and beloved Moomin characters created by Finnish artist and writer Tove Jansson.

Available on Samsung Art Store^[1], 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 recognised content, giving users new ways to personalise their spaces through art and fan-favourite characters.

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 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.

The Moomins collection is now available globally on Samsung Art Store.

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]The Samsung Art Store is available on The Frame, Micro RGB and Neo QLED models. Availability may vary by country. Requires Wi-Fi and login to Samsung Account. Subscription is required to enjoy all the art from the Art Store.}

Samsung Electronics Singapore today announced its 2026 TV line-up with expanded AI-powered features across more TV models. Designed to transform home entertainment experience, the 2026 Samsung TV line-up features smarter picture, sound and personalised experiences from its premium models – Micro RGB, OLED and Neo QLED – as well as Mini LED and Crystal UHD TVs and its Lifestyle TVs, The Frame.

This year, Samsung is expanding Vision AI Companion features across its TV line up, bringing AI-powered viewing experience to more categories and screen sizes to fit any consumer needs^[1].

“As home entertainment evolves, consumers are looking beyond exceptional picture quality and sound. They seek a TV experience that resonates with their lifestyle and seamlessly integrates into their daily routines,” said Patrick Khor, Head of Visual Display at Samsung Electronics Singapore. “With the expansion of Vision AI Companion across our AI TV line-up, Samsung is delivering a more intuitive and personalised experience, tailored to diverse interests such as entertainment, sports, gaming, and art. This redefines the Samsung TV as a smarter and more adaptive companion for our everyday life in Singapore.”

Vision AI Companion Brings Smarter, More Immersive Viewing Experiences

Vision AI Companion (VAC) brings together Samsung’s AI features for TVs, integrating Bixby, Perplexity and Microsoft Copilot, to make the TV experience more intelligent and personalised. Designed to serve as an entertainment companion, VAC can help guide users on what to watch, what to eat and what to listen to, extending the role of the TV beyond viewing alone.

The AI TV line-up also brings AI-enhanced entertainment features to movies, sports and gaming content:

• AI Upscaling Pro: uses AI to analyse and enhance low-resolution content in real time, delivering greater detail, depth and contrast, while Colour Booster Pro analyses and categorises scenes to provide more vivid, lifelike colour.
• AI Football Mode Pro: Automatically analyses match scenes in real time to optimise picture and sound for smoother ball movement, vivid colour and more immersive stadium audio.
• AI Sound Controller Pro: analyses dialogue, background music and sound effects in real time, letting users adjust elements such as commentary and crowd noise for a more immersive experience.

Micro RGB: Defining the Future of Premium Picture Quality

Micro RGB R95H

Micro RGB (R95H and R85H models) expands Samsung’s premium TV experience across a wider range of screen sizes, bringing highly precise colour, brightness and immersive AI-powered viewing to more consumers.

Available in sizes from 55” to 115”, Micro RGB is built on Samsung’s proprietary Micro RGB Technology, which uses individually controlled red, green and blue micro LEDs to deliver cinema-class brightness, contrast, and true-to-life colour.

Additionally, Glare Free technology minimises light reflection in bright environments, allowing users to enjoy their viewing experience across a range of lighting conditions anytime.

Micro RGB also brings Vision AI Companion (VAC) and other AI-optimised features to Samsung’s premium large-screen category, adding more intelligent and personalised viewing experiences. Micro RGB AI Engine Pro fine-tunes colour, motion and depth for optimal image quality. Each scene delivers an immersive experience with Micro RGB Precision Colour 100, ensuring fuller and more lifelike colour expression, with support for 100% colour coverage of BT.2020, an international standard set by the International Telecommunication Union (ITU)^[2].

Micro RGB Colour Booster Pro and Micro RGB HDR Pro leverage Samsung’s AI technology to further refine picture quality by optimising colour and contrast scene by scene, helping deliver more vibrant visuals across a wide range of brightness levels.

Reinforcing Samsung’s focus on premium viewing comfort, the R95H has also received both the Safety for Eyes and Circadian Rhythm Display (CRD) certifications from Verband Deutscher Elektrotechniker (VDE), a leading global testing institute based in Germany.

OLED: Improved Immersion across Gaming and Football

OLED TV S90H

Samsung’s 2026 OLED TVs (S95H, S90H and S85H models) continue to elevate the gaming and football viewing experience, offering deep blacks, rich colour, immersive performance and refined design across a wider range of viewing preferences. Glare Free technology is available on S95H and S90H for true blacks and rich colours, even in bright rooms.

On the flagship S95H, which will be launched towards the end of 2026 in Singapore, Samsung added premium features designed to elevate both entertainment and art. Pantone Validated ArtfulColor helps preserve the authenticity of original artwork with faithful colour and exceptional detail, while Art Store extends Samsung’s art experiences to its OLED model range. FloatLayer Design also gives the display a lighter, more refined presence that blends in more naturally with the home environment.

For gamers, Samsung OLED’s Ultimate Gaming Pack helps keep fast motion crisp and responsive. It brings together Motion Xcelerator 165Hz, support for key VRR platforms such as AMD FreeSync Premium Pro and NVIDIA G-SYNC Compatible, and quick-access gaming tools for smoother, more intuitive play.

For sports fans, the S95H and S90H feature AI Football Mode Pro, while the S85H features AI Football Mode, to optimise picture and sound in real time for a more immersive game match experience at home.

Neo QLED: Enhanced Picture Quality with More Connected Experiences

Neo QLED QN70H

Samsung’s Neo QLED (QN70H model) brings together enhanced AI picture quality and more connected viewing experiences, available in sizes from 55” to 85”. Each model delivers the brightness, contrast and smart optimisation expected from a true QLED experience.

Certified by TÜV Rheinland as a Real QLED TV, Samsung Neo QLED uses a blue light backlight and a genuine quantum dot sheet to maintain a stable colour spectrum and consistent picture performance. Real QLED with 100% Colour Volume keeps colour accurate and stable with clear detail on every scene, even at high brightness levels. Quantum Mini LED sets the standard for contrast and enables ultra-precise light control, delivering depth and clarity scene after scene.

The viewing experience is now more seamless with VAC, which displays helpful information on-request without disrupting on-screen content. In addition to VAC adding seamless searches – enquiring how to clear a particularly difficult stage in a video game or looking up a favourite football player – to the viewing experience, Samsung is expanding AI-powered picture and motion optimisation across the Neo QLED line-up. These enhancements include 4K Upscaling and gaming performance of up to 144Hz^[3] powered by the NQ4 AI Processor.

Mini LED: Rich Viewing Experiences Now Available in a Larger Screen

Vision AI Companion on the Mini LED M80H

Samsung Mini LED (M90H, M75H, M1EH models) brings a brighter, richer viewing experience to more viewers. More precise light control and Pure Spectrum Colour give images greater depth and clarity, as well as contrast that feels more defined from one scene to the next.

The Samsung Mini LED range features an extensive selection of screen sizes, accommodating all rooms and homes. The range includes sizes from 43” to an exclusive 100” screen in the M90H model.

Consumers can also experience superior Mini LED picture quality with AI-powered features for sports, gaming and everyday entertainment with Mini LED 4K Processor^[4] which powers picture optimisation and upscaling. Mini LED HDR^[5] and Motion Xcelerator brings a dynamic viewing experience that keeps fast-paced content smooth and clear. And with Dynamic Sound Pack, the Mini LED line-up features Adaptive Sound that optimises sound based on real-time scene^[6] for an immersive viewing experience.

The Frame and Music Studio: Elevating Design-Forward Spaces

Samsung’s lifestyle TV and sound line-up combine design and technology to offer a personalised experience for modern homes in Singapore.

The Frame Pro

The timeless The Frame line-up minimises distractions and allows art that matches your room, mood or occasion to take centre stage. Accessible through the Samsung Art Store, it now features over 5,000 curated artworks through official partnerships from prestigious global galleries – Louvre, MoMA, as well as art from National Gallery Singapore.

Featuring Pantone Validated ArtfulColor and Glare Free technology, The Frame Pro (LS03HW) offers Neo QLED picture quality to deliver rich contrast, true-to-life, paper-like colour expression and clearer detail, even in bright rooms. With a slim 24.9mm design depth and Wireless One Connect, The Frame Pro offers a clean setup with minimal in-wall work needed to achieve a cable-free aesthetic.

Meanwhile, The Frame (LS03HE) features a built-in design that enables easy in-wall wiring while preserving The Frame’s iconic flush-to-wall look. Available in a new 98” size, The Frame offers a gallery-scale canvas ideal for displaying large-format artwork.

For sound devices with audio as expressive as its design for the modern home, Samsung has introduced the Music Studio Series designed by renowned designer Erwan Bouroullec. The new home audio range builds on Samsung’s long-standing leadership in premium home audio, including its 12-year run as the world’s No. 1 soundbar brand^[7].

Music Studio 7

The new Music Studio 7 follows the recent launch of the Music Studio 5. The Music Studio 7 delivers an immersive 3.1.1-channel audio experience designed for richer, more expressive listening. Key features include:

• Hi-Resolution Audio and Dolby Atmos^®: more detailed and immersive sound playback, while its super tweeter extends frequency response up to 35kHz for enhanced musical detail.
• Expanded Q-Symphony: lets users connect up to five compatible sound devices^[8] with a Samsung TV to build a more immersive audio-visual experience at home.
• Built to pair naturally with big-screen TVs: two Music Studio 7 units placed on either side of a larger display can create a more balanced interior look while widening the stereo soundstage.

Built for flexibility, Music Studio can also wirelessly connect to various devices via Wi-Fi or Bluetooth anywhere at home. With Spotify Tap integration, users can double tap their phone to a Music Studio speaker to launch a playlist of recommended songs, with another double tap calling up a fresh playlist without needing to launch the app^[9]. Users can wirelessly connect up to 10 Music Studio speakers through Group Play to create new listening opportunities and soundstages^[10].

The Music Studio 7 features Bouroullec’s signature Dot Design and is available in two colourways – black or white.

Q-Series Soundbars: Elevating Home Theatre Setups to New Heights

For the ultimate cinematic experience, Samsung Q-Series soundbars deliver powerful, detailed surround sound across all content types. This year’s line-up includes the HW-Q990H, HW-Q930H, HW-QS90H HW-Q800H and HW-Q600H.

Samsung Soundbar HW-Q990H

The flagship HW-Q990H is Samsung’s most immersive soundbar yet, with true 11.1.4 channel sound that surrounds listeners from every angle^[11]. Wireless Dolby Atmos^[12] helps listeners hear every distinct beat and pulse – just like they would in a theatre. Dolby Atmos is also supported with an HDMI cable.

Its compact dual active subwoofer with AI Dynamic Bass Control^[13] uses AI-based algorithms for dramatic, powerful bass with minimised distortion, while retaining a space-efficient, compact form factor. SpaceFit Sound Pro ensures ideal sound for the space, using a built-in microphone to analyse the room and automatically adjust sound settings, while Adaptive Sound recognises the type of content on screen and optimise audio for clearer voices and more detailed content.

A new feature to the 2026 Q-Series Soundbar line-up^[14] is Sound Elevation, which ensures a more natural and comfortable listening experience by directing sound towards the image on the TV screen. This way, dialogue will sound like it’s coming from where the characters are positioned on-screen, versus where the soundbar is placed below the TV. Auto Volume also avoids sudden volume jumps when switching channels, content and streaming services.

As the first all-in-one Samsung soundbar, the HW-QS90H blends premium performance with aesthetic versatility. It delivers deep bass with four built-in woofers, removing the need for a separate subwoofer. With gyro sensor that recognises its position to optimise sound accordingly, the soundbar can be placed on a TV stand or mounted on a wall.

It’s the ideal solution for those who want a clean, customisable aesthetic without compromising on room-filling 7.1.2 channel sound. The HW-QS90H also features next-generation AI tuning, including SpaceFit Sound Pro, Active Voice Amplifier Pro, Adaptive Sound, AI Dynamic Bass Control, Sound Elevation and Auto Volume.

Across soundbars and Music Studio speakers, the new Samsung Sound app^[15] puts you in control of every detail. It lets you manage sound, group speakers, and more, all from one simple interface.

Enhanced Entertainment and Personalisation on Samsung TV, Secured by Samsung Knox

Enjoy more with Samsung TV Plus, providing users with instant access to thousands of entertainment content without additional sign-ups or payment. Samsung TV Plus is available exclusively on Samsung TVs, Galaxy devices, Samsung Smart Monitors, and Family Hub refrigerators, with no subscription required.

Samsung is also expanding connectivity across its 2026 TV line-up with support for Google Cast^[16]. Available on select models, users can stream content directly from compatible smartphones and tablets to the TV, adding more flexibility to the viewing experience.

Google Photos^[17] memories will also be available on selected 2026 Samsung TVs, giving users a new way to relive their favourite moments on the big screen^[18]. This experience surfaces curated photo memories through Samsung Daily+, the Now Brief on-screen widget and the Google Photos app, available first and exclusively for six months. Additional Google Photos features will roll out on Samsung TVs later in 2026.

SmartThings integration on Samsung TVs brings the entertainment powerhouse to the connected ecosystem at home. With the SmartThings app, users can control compatible home devices^[19], including Samsung TV and sound devices from their phone. Plus, AI Energy Mode can also intelligently adjust TV brightness to help manage energy consumption^[20].

At the centre of all these display innovations is the most powerful Tizen OS yet. Users can enjoy seven years of Tizen OS upgrades^[21], ensuring that TVs continue to evolve long after they have entered the home.

Samsung Knox Security^[22] helps keep connected devices safe, with active monitoring blocking harmful apps or sites, along with keeping sensitive data such as passwords secure.

Local Pricing and Launch Offers

The 2026 Samsung TV and audio line-up is now available for purchase in Singapore via Samsung Online Store, Samsung Shop App, Samsung Official Store on Lazada, Shopee and TikTok Shop, as well as selected Consumer Electronics and IT stores (Audio House, Best Denki, Courts, Gain City, Harvey Norman, Mega Discount Store, Parisilk).

The line-up and corresponding promos are as follows:

*Available exclusively online via Samsung Online Store, Samsung Shop App, Samsung Official Store on Lazada, Shopee and TikTok Shop.

*Available exclusively online via Samsung Online Store, Samsung Shop App, Samsung Official Store on Lazada, Shopee and TikTok Shop.

For more information about Samsung’s 2026 Vision AI TV and audio line-up, please visit www.samsung.com.

_{^[1] Series and model counts are based on the global launch line-up and may vary by region.}

_{^[2] VDE’s verification evaluates products based on the test criteria established by the International Telecommunication Union (ITU) for UHD (4K) colour standards, BT2020, and certifies Micro RGB Colour 100%.}

_{^[3] Available on selected Neo QLED models only.}

_{^[4] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.}

_{^[5] The range of Mini LED HDR luminance is based on internal testing standards and subject to change according to viewing conditions or specifications.}

_{^[6] Experience may vary depending on the content.}

_{^[7] According to Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing a leadership streak that began in 2014.}

_{^[8] Q-Symphony requires a compatible 2022-2026 Samsung TV (BU8000 and above for 2022 models, CU7000 and above for 2023 models, DU7000 and above for 2024 models, U8000F and above for 2025 models, U8000H and above for 2025 models, and 2022-2026 models of The Frame, The Frame Pro). Connects up to 5 when all devices are Y26 models and up to 3 when Y23~Y25 sound devices are included.}

_{^[9] Initial set-up through the Spotify mobile app and initial connection to Music Studio Speaker through Spotify Connect Casting is required. Compatible mobile device and speaker must be connected to the same Wi-Fi network. Requires Instant Music Play to be enabled in the Samsung SmartThings or Samsung Sound App.}

_{^[10] Sound quality will vary depending on environmental characteristics (including ceiling) and source content. Feature accessible through the SmartThings app. Requires a mobile device running on Android 9.0 or above or iOS 15.0 or above (subject to change on software update) with the SmartThings app installed. SmartThings is compatible with selected devices. Please see samsung.com/sg/smartthings/. Each device must be connected to Wi-Fi or other wireless network. Content services are subject to change without notice.}

_{^[11] Utilises AI-based algorithm.}

_{^[12] Wireless Dolby Atmos® transmission via Wi-Fi, works with 2022-2026 Samsung TVs. Dolby Atmos source content required.}

_{^[13] Utilises AI-based algorithm.}

_{^[14] Refers to HW-Q990H, HQ-Q930H, HW-QS90H, HW-Q800H and HW-Q600H models}

_{^[15] Requires a Wi-Fi connection. Available for download on iOS via the Apple App Store and on Android via the Google Play Store.}

_{^[16] Google Cast is trademarks of Google LLC.}

_{^[17] Google Photos is trademarks of Google LLC}

_{^[18] Features and availability may vary by model and region.}

_{^[19] Available technology, functions and features may vary by country, service provider, network environment or product, and are subject to change without notice. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account. Connected devices are sold separately. UI is subject to change without prior notice.}

_{^[20] Products shipped in Eco Mode have some AI Energy Mode functions enabled by default, so energy consumption levels when AI Energy Mode is turned on may appear lower compared to Standard Mode. AI Energy Mode does not work with Game Mode. Energy consumption may vary depending on content being displayed and surrounding brightness levels.}

_{^[21] 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 supported for up to 7 years starting from 2026, for products released in the year 2026. Please note that the upgrade does not cover hardware-related performance, features or durability.}

_{^[22] Samsung Knox Security applies to Samsung TVs powered by Tizen®, launched since 2015.Latest software update is required.}

The Frame displaying “Metamorphosis of Narcissus” by Salvador Dalí

Samsung Electronics Co., Ltd. announced the addition of 15 new artworks from Tate Modern to Samsung Art Store. This expansion builds on the platform’s existing partnerships with renowned institutions like the Art Institute of Chicago, the Museum of Modern Art (MoMA), Thyssen-Bornemisza National Museum and many more. By integrating Tate collection, Samsung Art Store continues to bridge the gap between world-class museums and cultural institutions, bringing masterpieces directly into homes.

The new Tate collection includes iconic modern masters such as Henri Matisse, Salvador Dalí, Mark Rothko and Roy Lichtenstein — the first pop art artist to appear on the Art Store — as well as leading contemporary artists like Peter Doig and Beatriz Milhazes.

Among the highlights are some of Tate Modern’s most celebrated works: Roy Lichtenstein’s “Whaam!” Henri Matisse’s “The Snail,” a must-see in the Tate Modern’s permanent collection; and Jackson Pollock’s “Yellow Islands.” The collection also offers a glimpse into the breadth and energy of modern and contemporary art by showcasing British painter Howard Hodgkin, alongside Peter Doig’s dreamlike “Echo Lake” and “Ski Jacket”.

Samsung Neo QLED displaying “Dinner at West Hill (1964-6)” by Howard Hodgkin

With these new additions, Samsung Art Store further expands its mission to democratise access to art, making it possible for anyone to enjoy museum-quality works from home, with ease. By bringing together partners from across the globe — from New York, to Madrid to London — the platform offers a unique opportunity to experience the depth and versatility of modern and contemporary art. And with Tate now joining the lineup, art lovers can enjoy a collection that speaks to both heritage and innovation.

“Samsung Art Store is dedicated to providing people with the opportunity to experience world-class art in the comfort of their living rooms,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “By expanding our offerings to pieces from Tate, we are taking another step in supporting the irreplaceable experience of seeing art in person.”

Discover Exclusive Artwork Across Samsung TVs

With Samsung Art Store available across the 2025 Samsung TV lineup — such as its QLED TVs and the award-winning The Frame and The Frame Pro — art from the world’s leading artists, museums and galleries is more accessible than ever.

As Samsung’s most advanced art TV yet, The Frame Pro features an upgraded Neo QLED screen for brighter colours, sharper contrasts and deeper blacks. Its Wireless One Connect Box^[1] makes installation seamless, enabling users to keep cables out of sight up to 30 feet away so they can truly enjoy the TV’s gallery-worthy picture. Plus, it’s designed with an Anti-Reflection Matte Display that makes art look true-to-life and is fully customisable — from its bezels^[2] to its size — offering the perfect complement to any décor.

This year, Samsung Art Store also expanded to the Neo QLED 8K, Neo QLED 4K and QLED series, unlocking even more ways for users to enjoy art in their homes.

To learn more, visit https://www.samsung.com/sg/tvs/art-tv/.

^{[1] Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by the surrounding environment and may not connect when enclosed or blocked by metal (e.g., from inside a metal cabinet) or by other physical objects such as walls. TV and Wireless One Connect require separate power cord connections.}

^{[2] Bezels sold separately.}

“Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “With Samsung Vision AI, we’re reimagining what screens can do, connecting entertainment, personalisation, and lifestyle solutions into one seamless experience to simplify your life.”

Samsung Vision AI^[1]: Smarter, Adaptive Screens for Seamless Living

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences. With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences, and autonomous in delivering intuitive features, Samsung Vision AI transforms screens into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are its personalised features, which redefine how users interact with their screens.

• Click to Search offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience.
• Live Translate, powered by on-device AI translation model, eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
• Generative Wallpaper transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion.

Beyond personalisation, Samsung Vision AI positions screens as central hubs for smarter living through integration with the SmartThings ecosystem:

• Home Insights provide real-time updates about your household environment, including safety alerts and daily updates, ensuring peace of mind whether users are home or away from home.
• Pet and Family Care keeps a watchful eye on loved ones, detecting unusual behavior in both pets and family members. It enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Building on its history of recognition for innovation, Samsung’s latest Vision AI features, such as Click to Search and Live Translate, along with cutting-edge products like the AI companion Ballie and the Smart Monitor M9 featuring Copilot, have earned the prestigious 2025 CES Innovation Award.

Driving Innovation Through Open Partnerships in AI

Samsung Vision AI also offers limitless potential by collaborating with various AI partners such as Microsoft, paving the way for even more intelligent and personalised experiences and AI screen ecosystem expansion.

In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalised content recommendations.

Samsung also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do.

With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalised, intelligent experiences that adapt to users’ needs, simplify their routines and enhance their daily lives.

The Era of AI Screens: Samsung Brings Samsung Vision AI to Its Widest Lineup Yet

Samsung is ushering in a new era of AI-driven screen technology, with Samsung Vision AI features now integrated across its most comprehensive lineup ever — including Neo QLED, OLED, and QLED, and The Frame models. This expansion underscores Samsung’s commitment to bringing intelligent, adaptive screens to more users, redefining what’s possible in home entertainment and smart living.

At the forefront of this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, designed to deliver unparalleled performance, sleek design, and smarter, AI-driven experiences. Powered by the latest NQ8 AI Gen3 Processor, the TV leverages a suite of on-device AI features to enhance picture quality, sound clarity, and overall viewing experience:

• 8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame.
• Auto HDR Remastering Pro: Analyses content frame by frame, applying scene-adaptive color expansion for lifelike visuals and vibrant colors, even in dark scenes.
• Adaptive Sound Pro: Uses AI to separate and optimise sound components like speech, music, and sound effects, delivering clear, balanced audio.
• Color Booster Pro: Enriches color expression with AI-driven scene analysis and enhanced image processing for each frame.
• AI Mode: Adaptively optimises picture and sound leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting.

Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it elevates both the performance and style of any living space, offering a truly sophisticated entertainment experience.

A New Vision of Art: Expanding the Samsung Art Store and Introducing The Frame Pro

Samsung is continuing its commitment to blending art and technology with the expansion of Samsung Art Store and the launch of The Frame Pro, a new addition to the iconic Frame lineup. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal, and seamlessly integrated into daily life.

Samsung Art Store now features over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat. For 2025, this expanded collection is available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models^[2], giving users more ways than ever to transform their screens into personalised art galleries. This marks another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.

Complementing The Frame, Samsung unveiled The Frame Pro, the latest model of the lineup, which enhances the art and entertainment experience with advanced Neo QLED picture quality — delivering brighter colors, sharper contrasts and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers unparalleled picture quality for both artwork and video content. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with their environment.

Further strengthening its connection to the art world, Samsung has partnered with Art Basel, making The Frame the official art display of the globally celebrated event.

“As our mission is to power the world of art, having Samsung as our official global display partner is helping us break down physical and digital barriers, allowing more people to experience art in innovative and meaningful ways,” said Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and the Samsung Art Store, art lovers can bring world-class works into their homes, transforming how they engage with and appreciate art.”

Shaping the Future of Display Technology

As Samsung continues to lead the way in reimagining the role of screens, its advancements deliver more than just technology — they create meaningful, personalised experiences that elevate everyday life.

At First Look 2025, Samsung unveiled The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector. Designed to redefine home entertainment, The Premiere 5 introduces an interactive touch feature, allowing users to engage directly with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, featuring Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.

Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalised beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analysing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.

^[1] Available features may vary by country and model.

^[2] Available models may vary by country.

Based on findings from Singapore respondents for Samsung’s 2023 SEAO TV Awareness Survey^[1], discover which of the five persona types^[2] you are when it comes to purchasing a new TV, and find out which Samsung TV best suits you!

^[1] The Samsung 2023 TV Awareness Survey was conducted from 31 August 2023 to 24 September 2023. It surveyed 1,920 respondents through a consumer panel, aged 25 to 64, who intend to buy a TV in the next six months, from the following 8 markets: Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam. The survey measures an individual’s attitudes towards buying a new TV.

^[2] The survey measured an individual’s attitudes toward buying a new TV, and the persona types listed are not mutually exclusive.

These art pieces join over 2,500 artworks from world-renowned museums and galleries, including Louvre Museum, The Met, the Van Gogh Museum, the National Gallery Singapore, and many others. With the Frame TV’s matte display feature, the texture of the on-screen display provides a realistic art experience that turns art into a showpiece, bringing art galleries into your home.

The collection for Samsung Art Store is jointly curated by Samsung and NHB. The 10 artworks were selected as they are representative of the National Collection, which serves to connect the past, present, and future generations of Singaporeans, and deemed best to be displayed on a 4K display screen like the Frame TV.

The collection includes ‘The Esplanade from Scandal Point’, a painting by John Turnbull Thomson which depicts our National Monument the Padang as a centre of social life as far back as the 19^th century, and ‘View of Read Bridge at Clarke Quay’, a work by pioneer water-colourist Lim Cheng Hoe featuring the iconic Singapore River. Other notable historical works include ‘View of Raffles Place’ and ‘View from Government Hill’ – depicting Singapore in its early days – and ‘Bird on Fence’.

Ms Chang Hwee Nee, Chief Executive Officer, NHB, said: “Our National Collection tells the story of Singapore’s past and present, for our future. As the custodian of Singapore’s heritage, NHB aims to raise a greater awareness of, and deepen appreciation for, these national treasures. Our collaboration with Samsung introduces a new and additional touchpoint for Singaporeans to enjoy the National Collection through its Frame TVs. It is akin to having these beautiful masterpieces digitally displayed in our homes, which will hopefully inspire more to visit our museums to see them in real life.”

Dennis Jang, President, Samsung Singapore said: “We believe that art should not only inspire, but also inform and educate. With the introduction of the National Collection in the Art Store, our users will be able to appreciate art, and learn more about the history of Singapore. Such collaboration truly shows how technology can bring art and history to more individuals, and the significant role our Art Store plays to bring such monumental pieces to the homes of future generations.”

Samsung and NHB plan to explore expanding the collection in the Art Store, to create greater awareness of other artworks in the National Collection.

Bespoke Lifestyle Products that Elevate Every Lifestyle

This year, The Frame TV’s new Art Stream feature gives users a taste of the Art Store’s diverse collection by providing them with 20 free hand-selected artworks each month. The Art Mode also features thoughtful enhancements, including Pantone Validated certification where colour accuracy is ensured with artworks displayed. In addition, users can be ensured of lower energy usage with Art Mode as the picture frequency in 2024 Frame TV is reduced from 120Hz to 60Hz when the mode is active, resulting in 10% energy savings^[1].

The Frame TV features Pantone Validated certification where colour accuracy is ensured with artworks displayed.

For those who want an audio solution that complements The Frame, the new Music Frame seamlessly blends into the environment as a modern picture frame, allowing users to customisation options with their favourite photos, while serving as a sound device. When paired with Samsung 2024 TVs, the Music Frame users can play sound from both the TV and sound device – a unique feature called Q-Symphony. As a standalone speaker, the Music Frame pairs via Bluetooth with other devices such as a mobile phone.

The Music Frame also comes with special limited-edition Disney-themed designs.

In a collaboration with Disney, the Frame TV and Music Frame will have 4 special Disney-themed designs for the Frame bezel and Music Frame panel. This limited-edition bundle is available for purchase at the Samsung Online Store, Samsung Shop App, and major consumer electronics retailers.

For more information about the 2024 TV and sound systems line-up, please visit www.samsung.com/sg.

Annex of the 10 artworks from Singapore’s National Collection, available on Samsung Art Store

S/N	Caption	Image	Write-up
1	View of Singapore Harbour Chinese School c. 1850 Oil on canvas Accession No. 1997-00721 Collection of the National Museum of Singapore, National Heritage Board		This view of the Singapore waterfront is painted in the style of Chinese trade painting, a genre developed by Chinese artists painting treaty port scenes for the European market. Judging from the lack of accuracy of the buildings depicted, the unknown artist had probably never set foot in Singapore. However, the scene of shipping vessels in the foreground offers a richly detailed picture of Singapore’s bustling port. A British paddle steamer in the centre of the picture is flanked by French and American merchant sail ships, amid several Chinese-type junks from Siam. Smaller Malay boats are also depicted, including tongkang or bumboats lining the shore and perahu sailboats further out at sea.
2	Bird on Fence Zhao Shao’ang Dated 1951 Accession No. 2000-07884 Collection of Asian Civilisations Museum From the Xiang Xue Zhuang Collection in memory of Dr Tan Tsze Chor		The spirit of the Lingnan School spread beyond China and lived well into the post-war period as a result of Zhao Shao’ang’s efforts. Zhao showed great virtuosity in this bold composition. The gnarled surface of the pine tree is effectively conveyed through the variation of ink and strokes. His concern was to capture the play of light on the colours of the painted subject. White was rarely used in traditional Chinese paintings. Here, it was used to enhance the realistic effect to create varying tones and shades.
3	Singapore from the Rocky Point John Michael Houghton 1819 Grisaille on paper Accession No. 2012-00303-009 Collection of the National Museum of Singapore, National Heritage Board		Houghton was a midshipman on the survey ship, HMS Discovery. It was commanded by hydrographer Captain Daniel Ross, who successfully assisted Sir Stamford Raffles in the search for a new trading port near the entrance to the Strait of Malacca in 1819. An inscription below Houghton’s drawing reads, “This was the appearance of Singapore when they first landed to form a settlement.” This painting is thus possibly the earliest surviving view of Singapore and an eyewitness pictorial account of Raffles’ initial landing on the island on 28 January 1819.
4	The Esplanade from Scandal Point John Turnbull Thomson 1851 Oil on canvas Accession No. HP-0054 Collection of the National Museum of Singapore, National Heritage Board. Gift of Mrs. F. G. Hall-Jones		This painting by John Turnbull Thomson depicts the Padang (open square or field) or Esplanade as a centre of social life. At first glance, it may give the impression that Singapore was an idyllic multicultural society. However, the representation of Europeans on an elevated plane – on horseback or in horse-drawn carriages – while Asians are either standing or seated on the field, subtly suggests that it was the Europeans who held the authority in the settlement. From 1841 to 1853, Thomson served as the first government surveyor in Singapore. A self-trained artist, he produced a number of paintings which have become an important record of the early settlement.
5	View of Raffles Place A. I. Watson 1913–1914 Oil on canvas Accession No HP-0179 Collection of the National Museum of Singapore, National Heritage Board		This view of Raffles Place was painted by A. I. Watson, an artist based in Singapore between 1913 and 1914. Originally named Commercial Square, Raffles Place was home to trading houses, banks and shops. On the extreme right is the department store Robinson & Co. (with its sign partially obscured). The white building at the end of that row is John Little & Co.
6	View of Read Bridge at Clarke Quay Lim Cheng Hoe 1957 Watercolour on paper Accession No HP-0127 Collection of the National Museum of Singapore, National Heritage Board. © Lim Cheng Hoe Family		Lim Cheng Hoe, a pioneer water-colourist in Singapore, painted many renditions of the Singapore River. In this 1957 work, Lim juxtaposes boats and buildings and brings out the brilliant sunlight of a day scene at Read Bridge, named after William Henry Macleod Read (1819–1909). In the evenings, labourers and lightermen congregated there to listen to Teochew storytellers recount Chinese classic tales such as the Journey to the West or to catch up on the latest world news.
7	A nobleman on a composite horse accompanied by two mythical winged female figures 1780-1800 Accession No. 2015-00222 Collection of Asian Civilisations Museum		A nobleman and a winged Hindu apsara (celestial beauty or dancer) are seated on a fabulous composite horse made up of a numerous variety of tightly interlocking and overlapping animals, birds, and fish. The dancing figure that leads the horse is a peri, a supernatural being or fallen angel from the Persian tradition. The nobleman wears the distinctive flat Jaipur turban with top knot fashionable during the reign of Maharajah Pratap Singh (1778-1803). The iconography of the peri probably came from Lucknow, which had a considerable influence on Jaipur painting around 1800.
8	Singapore from the Roadstead c. 1850 Accession No. 2017-01161 Collection of the National Museum of Singapore, National Heritage Board		This is a mid-19th century view of Singapore from the sea by an unknown artist, with Telok Ayer basin on the left and the European town on the right, and Government Hill in the centre with the Governor’s bungalow and flagstaff visible. The view differs from other available views of Singapore. While other views tend to emphasise the busyness of the Singapore port, this view offers a more placid scene, perhaps in the early morning or end of the day. Birds are shown descending upon the waters on the left of the picture, while the only vessels illustrated are those of local origin – Malay sampans and perahus.
9	View of Singapore from the Governor’s Residence, 1839 Louis Le Breton 1839 Oil on canvas Accession No HP-0076 Collection of the National Museum of Singapore, National Heritage Board		This picturesque view of Singapore from the west side of Government Hill (renamed Fort Canning in 1859) overlooks the Singapore River towards Chinatown. It was painted by Louis Le Breton, the artist on board the Astrolabe. The ship’s expedition, led by Jules Dumont d’Urville, was an around-the-world affair that stopped by in Singapore for six days from 27 June 1839.
10	View from Government Hill Marianne James 17 November 1828 Watercolour with pencil, pen and ink on paper Accession No. 1992-00199 Collection of the National Museum of Singapore, National Heritage Board		This drawing shows a view from Government Hill (renamed Fort Canning in 1859) overlooking the entrance to the river and the bustling harbour. The Governor’s House can be seen on the extreme right, and on its left is the flagstaff that signalled the arrival of mail vessels. It was drawn by Marianne James, the wife of Bishop John Thomas James of Calcutta, during her stopover in Singapore in November 1828.

^[1] This feature applies to the 55’’ display and above.

Since partnering with Samsung Art Store in 2017, Wolf Ademeit has quickly become one of the platform’s most beloved photographers. Samsung Newsroom sat down with Wolf Ademeit to discuss the photographer’s distinct approach to animal photography, his commitment to authenticity and creativity and his collaboration with Samsung Art Store.

▲ Wolf Ademeit

Behind the Lens: An Exploration of Wolf Ademeit’s Approach to Animal Photography

Q: What attracted you to photography? Give us a brief overview of your journey as an artist.

I came across photography as a child. I started by capturing photo of my friends with my dad’s 6×6 camera. During lithography training, I worked with professional photographers and discovered monochrome photography – perhaps, this experience inspired me to pursue black-and-white photography.

My artistic style have not changed much throughout my career. The biggest evolution has been that I have started to take color photos for my “Art of Animals” series since I realized color is fundamental to fully capturing some animals.

Q: What influenced your interest in animal photography? What messages or emotions do you look to convey?

While my background is in portraits, I decided to visit a zoo when I was testing my 500mm lens. As I walked in, I saw a calendar that did not photograph the animals in the most favorable way. That is when the concept for my “Art of Animals” series was born – frankly, to publish a calendar of my own to do justice for those animals! My goal was to photograph zoo animals in an artistic way to highlight their elegance and beauty.

Q: How do you determine which animals to photograph?

That is more by chance. My pictures are not meant to be a documentary of these creatures. Instead, they demonstrate the animals artistically as individual creatures or species. It is important for me to capture their beauty, elegance and emotions.

I mostly look for dynamic animals before deciding whether the photo could be compelling, considering lighting, perspective and background. For example, when I photograph predatory cats such as cheetahs, I pay close attention to the setting because a chaotic background may camouflage the subject.

▲ Splash

Q: Are there any memorable experiences from your photography sessions?

I had a near-death experience with “Splash” when I attempted to photograph a polar bear shaking his fur dry when he got out of the water in his enclosure. Without thinking twice, I climbed a small wall behind me to get a better view.

Unfortunately, the safety glass was slippery, so I lost balance because of my heavy backpack and fell about five meters down a staircase that led to the basin where the polar bears were. Thankfully, I was able to hold onto some branches just in time, and the photo turned out as I had hoped.

Photography in the Digital Age: Wolf Ademeit’s Collaboration With Samsung Art Store

Q: As a long-term partner of Samsung Art Store, can you please tell us how this partnership has influenced or expanded your work and exposure?

The collaboration with Samsung Art Store was very professional from the beginning. I was pleased to see my photos from the “Art of Animals” series showcased on The Frame – which boosted my visibility and led to a considerable increase in the number of Art Store users.

As a photographer, I naturally want to present my work to a wider audience. With The Frame and Samsung Art Store, viewers can easily access high-quality art at home. There is a big difference between viewing a photo on a giant TV screen and on a desk monitor. The Frame’s matte display reduces reflections, delivering a more immersive experience for viewers just like real paper prints in a gallery.

Furthermore, most printing services only offer color options, resulting in black-and-white prints with color cast or gray-white prints with too little contrast. That is why I produce my own photos exclusively on real, chemically-developed Ilford photo paper – or use The Frame, which is just as reliable.

▲ Cheetah

Q: Among your artwork, “Cheetah” is particularly popular in the Art Store. Could you explain the inspiration behind this photo and why you think it resonates with viewers?

Animals cannot be directed. You can only hope that a situation unfolds as desired. In this picture, something nearby caught the cheetah’s attention. He jumped on the tree trunk and immediately went into hunting mode. “Cheetah” portrays both the tension and desire as well as the beauty and grace of predatory cat species. The cheetah’s expression is authentic and wonderfully visible.

Q: Out of all your photos in the Art Store, which three pieces best convey the characteristics of the subjects on The Frame? Please provide a brief explanation for each piece.

For artists, each piece of artwork is meaningful. “Bow,” “Three Wolves” and “True Love” are my favorite photos because high-quality monochrome images are difficult to find these days.

▲ Bow

“Bow” is one of my most beautiful photos. I like the graphic layout and the portrayal of the giraffe’s distinctive long neck. I saw the piece displayed on The Frame at a friend’s house a while ago, and it blew me away. An Ilford photo printed in the size of The Frame would probably be more expensive than the Frame itself.

▲ Three Wolves

“Three Wolves” is an action shot of three wolves. Only the wolf in front paused for me, but with a little luck, I caught all three at just the right moment. On The Frame, grayscale tones are displayed optimally and appear color neutral. Most reproductions on color printers fail to depict these hues as accurately.

▲ True Love

For “True Love,” I had to push my camera to its limit. While the elephants are in motion it made the shot difficult to capture, the intimate scene and playful touch between the two elephants convinced me to include it on the Art Store.

Exploring Creativity and Authenticity in Wolf Ademeit’s Photography

Q: Your portraits of animals offer a glimpse into the emotions and personalities of these creatures. How do you capture their subtle characteristics and emotions?

Photographing animals requires patience and concentration while the animals work their way into the positions I am envisioning. Unlike human models, you cannot move or instruct the creatures. I have to be ready to capture them at a moment’s notice since they will not stay in the same location. For “Vortex,” I visited the zoo repeatedly for many months until the zebra laid down in the exact position I wanted.

▲ Vortex

Time and perseverance allow me to capture each creature’s raw emotions. Animals show their feelings just like humans – but often, their expressions are much more unfiltered than ours. In some ways, I photograph animal portraits as I would human portraits.

Q: How have technological developments altered the way people engage with art?

Technology is rapidly changing how we view artwork. Photographers are constantly challenged to upgrade to the latest equipment, which may improve the technical quality but not the artistry of photos. Many of my Art Store pieces were taken with cameras that are rather outdated compared to current models. Today’s technological advancements allow anyone to take an aesthetic photo using a camera or mobile phone.

Q: Do you have any words of wisdom or advice for aspiring photographers who admire your work?

Personally, I look for a background in which the animal in the foreground will stand out. Then, I imagine what will happen next. For example, when the animal is lying down, I try to guess what direction it will move.

I have conducted several workshops on zoo photography – some of them for beginners using simple equipment. With a little guidance, these photographers took very good shots. In the end, it’s not the technique, but the creativity that makes the difference.

Wolf Ademeit’s photography will be featured in the August collection, “Top Ten Photographers,” on Samsung Art Store in celebration of Photography Month.

Visit Samsung Art Store in The Frame to see more of Wolf Ademeit’s stunning pieces.

Samsung Electronics Co., Ltd. today announced that its 2023 Neo QLED^[1] and Lifestyle TV^[2] lineups received the ‘Circadian Rhythm Display’ certification from Verband Deutscher Elektrotechniker (VDE), a leading electrical engineering certification institute in Germany. The certification underscores Samsung’s commitment to developing technology and products designed with consumers top of mind.

▲ (From left) Seokwoo Yong, EVP and Deputy Head of Visual Display Business at Samsung Electronics and Sven Ohrke(Öhrke), Management of Marketing and Sales at VDE Institute.

This certification recognizes that Samsung TV’s Eye Comfort mode provides an optimal viewing experience for consumers spending more time indoors by automatically balancing light exposure and color temperature to mimic natural outdoor light.

The circadian rhythm has a cycle of inhibiting melatonin secretion for dynamic activities during the day, while activating its release for a comfortable sleep at night. Melatonin is a hormone known to help you sleep well.

VDE’s certification validates the benefits of Eye Comfort mode on users’ circadian rhythm by measuring circadian stimulus at different illuminance levels and assessing the impact on melatonin suppression. The certification process complies with the Circadian Stimulus method based on the research results of the Lighting Research Center in the U.S.

This is one of many verifications Samsung TVs have received representing ongoing efforts to put users and their experience front and center of product design. Previously, Samsung TVs have received ‘Eye Care’ certification from VDE and ‘Glare-Free’ validation from UL, along with ‘Pantone Validated’ and ‘SkinTone Validated’ certifications from Pantone, both signifying that certified Samsung screens satisfy the organization’s color accuracy standards.

For more information on Samsung’s 2023 product lineup, please visit www.samsung.com.

^{[1] For models Q70C and above}

^{[2] The Frame, The Serif and The Sero}

The artworks below were created in collaboration with the Special Designers of KIMUSTUDIO (KIMU), an organization breaking down societal barriers through content. The Special Designers are a team of designers with developmental disabilities who are working to create unique and captivating works of art for the world.

Now, their works of art can be seen on a variety of Samsung Electronics’ art platforms. Samsung and KIMUSTUDIO have come together to unveil a new, special project with the goal of bringing KIMU’s unique, aesthetic pieces and values to the daily lives of consumers. To find out more about the Drawing Diversity Project, Samsung Newsroom met with the project members and learned about the team and how this collaboration came together.

Samsung’s Art Platforms Make Art Accessible in Daily Life

Samsung is bringing art to users’ daily lives by incorporating art into its electronic products through its various art platforms. The platforms include the Samsung Art Store, which is an art subscription service for The Frame, Samsung’s lifestyle TV, Galaxy Themes, which allows users to customize the theme of their Galaxy devices, and Bespoke Atelier, an app that gives users the ability to view artwork on Samsung Family Hub refrigerators.

Art Platform Contents: Simply Consuming Art Expands the Value of D&I

“We thought long and hard about what Samsung’s consumers can do in their daily lives to join us in making a better future,” said Bora Kim from the Corporate Sustainability Center, who planned the Drawing Diversity Project. “We thought that if we can uphold the values of diversity and inclusion (D&I) in our products and services, then our consumers would be able to naturally participate in consuming and spreading these values,” she explained.

“At KIMUSTUDIO, all members complement each other and are placed in roles that utilize their talents and strengths,” said Yeonji Chee from the Corporate Sustainability Center when explaining how the cooperation with KIMUSTUDIO began. “KIMUSTUDIO does not provide one-sided help, but instead encourages everyone to accept the way they are and unleash their talent. Creating artwork in this way coincided with our vision to create a sustainable future through collaboration and mutual growth with various employees, partners and stakeholders.”

“When it comes to this collaboration, we can’t help but mention the quality of the artwork of KIMUSTUDIO,” Chee said. “First of all, we were mesmerized by the distinct works of art that are unique to KIMUSTUDIO. Not only did I personally like the bright colors and charming style of the artworks, but the quality of them was also outstanding and suitable to be presented to our consumers through Samsung’s art platforms,” Chee added.

“The artworks of KIMU break stereotypes that have previously created prejudice in art. They instead help us to provide new perspectives on the differences between people,” Kim said. “We wanted to share KIMU’s artworks, which integrate art and the values of D&I seamlessly, with consumers through Samsung’s products and services,” she said.

When consumers purchase the Special Designers’ artworks on Samsung’s art platforms, a portion of the proceeds are immediately shared with KIMU. In this way, consumers can participate both in promoting the values of D&I in their daily lives while appreciating the beautiful artworks of KIMU.

Sharing the Value of Diversity With the Broader World

KIMU’s artworks are created through a collaboration of many individuals. The Special Designers and other team members work together by utilizing their own unique, artistic talents, including sketching, coloring, design and more. A total of 16 KIMU designers worked together for Samsung’s Drawing Diversity Project.

However, displaying artwork through art platforms is different than displaying artwork in galleries, which was the platform KIMU was most familiar with. The role of the electronic devices that display the artwork and the characteristics of those products, such as where they are usually placed, had to be considered as well. Additionally, the project participants needed to consider how TVs, smartphones and refrigerators are utilized throughout viewers’ daily lives.

“We organized the different styles of artworks considering the unique features of Samsung’s art platforms, which allow artworks to be easily accessible in people’s daily lives,” said CEO of KIMUSTUDIO, Jang-won Nam. “How we create art has been diversified from our existing artworks and we’ve created new patterns, sceneries and artistic objects based on projects that we were working on. As a result, we’ve created artworks that are more artistic and present a new aura.”

The artworks that are usually square-shaped were adjusted according to the specific device sizes, and diverse, new patterns, designs and themes were created as well. Additionally, artwork displayed on refrigerators usually contains nature and animals, giving the impression that the kitchen and external space are connected and creating a more spacious vibe within the home.

“For Bespoke Atelier and the Art Store, we thought of artworks that would go well with the design elements, such as colors and forms that are unique to home appliances,” Hur said. “For Galaxy Themes, which users interact with on a daily basis on their smartphones, we focused on creating trendy colors or styles that suit users’ preferences.”

Although the platform for displaying artwork has changed, the project made an effort to maintain KIMU’s unique vibe. Special Designers Taegyu Lee and ByungHun Song participated in the project and elaborated on the process of creating artwork. “We tried to draw something we like in a unique way and that process was enjoyable,” the designers said.

“The part that makes me the happiest is that the platform for KIMU’s contents has expanded thanks to the collaboration with Samsung, a company that has consumers all over the world,” said Ran Hur, Manager of KIMU’s Bridge Team, who is in charge of hiring Special Designers for partnerships. “We hope KIMU’s artworks will be a positive influence and help KIMU move closer to its goal of breaking down barriers through content.”

Samsung’s Art Platforms Shed Light on the Value of D&I in Different Places

Three business divisions at Samsung participated in this collaborative project, making this collaboration a new challenge for KIMU.

“The direction and value sought by each platform were clear, so coming up with an optimal way to develop them was an enjoyable and valuable experience.” CEO Nam said.

The managers of each business division in charge of exhibiting KIMU’s artworks also explained their perspective on the project.

How Working Together To Create Content Breaks Down Barriers in the World

“KIMU, where the Special Designers and other team members all play an essential role in creating content, shows what D&I is all about,” Bora Kim said.

“With this project, I hope we can also consider the values of D&I and sustainability when planning other services,” said Chee. “I also hope we can continue to expand the diversity of the creators who provide content for Samsung’s various services, as well as its art platforms.”

The values of D&I are present in all of KIMU’s artworks. “This project with Samsung has been special and valuable to each of us,” CEO Nam said. “I’m overwhelmed with joy to have this opportunity to showcase the talents of our designers through their artwork, allowing the values of D&I to be communicated and recognized throughout the world. I hope the distinct aura and stories of KIMU will resonate well with the viewers through the art platforms.”

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A helping hand at home

Artsy Mum Mode

Turning your home into a museum

If mum is an art fanatic, The Frame (2022) will not disappoint. It is made of the all-new matte display which reduces reflections on the screen, allowing you to enjoy textures of art as is without compromising on the quality of a QLED TV. What’s more, it features an elegant, modern design that blends flawlessly to elevate your home décor.

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Give the kitchen a pop of colour

The BESPOKE Creators Collection consists of six, one-of-a-kind designs from local interior design firm ROOOT Studio (as featured), artist Candice Phang, and the winners of the #BESPOKEDesignedByYou contest.

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