Samsung Electronics Co., Ltd. today announced that it will be displaying its comprehensive gaming ecosystem spanning PC, console, and mobile games at Gamescom 2026, which is one of the world’s largest gaming events taking place in Cologne, Germany from Aug. 26-30.

Across a 1,090-square-meter exhibition space, Samsung will present its full package of gaming devices under its theme of “#PlaySamsung,” which includes gaming monitors, mobile devices, SSDs, and headsets. The experience will offer visitors hands-on experiences with popular game titles across a variety of genres and play environments.

“In this day and age, gaming goes far beyond the games themselves to encompass high-quality, personalised gaming experiences,” said Stephanie Choi, Executive Vice President and Head of the Global Brand Centre at Samsung Electronics. “Through our integrated ecosystem we’re presenting at Gamescom 2026, Samsung is providing users with a way to take their gaming to the next level.”

Samsung will also unveil its 2027 Odyssey gaming monitor lineup and new portable SSD products at Gamescom, demonstrating how its broad portfolio of devices and technologies delivers more immersive and connected gaming experiences.

Full Gaming Lineup Spanning Monitors, Televisions, Mobile Devices, SSDs and Headsets

The space will consist of four dedicated exhibition zones: the Odyssey Zone, Galaxy Zone, Gaming Hub Zone, and T1 Zone. Each will be tailored to different products and gaming environments, allowing visitors to explore a variety of gaming scenarios firsthand.

The Odyssey Zone will bring together a comprehensive lineup of gaming devices centered around Samsung’s gaming monitors, as well as high-performance SSDs and headsets designed to deliver high-quality gaming experiences. Featured products include:

• Odyssey G8 (model: G80HS), the world’s first 6K gaming monitor.
• Odyssey OLED G8 (model: G80SH), featuring 4K resolution and a refresh rate of up to 240 Hz.
• Odyssey 3D (model: G90XF), the glass-free 3D gaming monitor.

Visitors can experience Samsung’s latest Odyssey gaming monitors by playing popular titles including Activision’s Call of Duty®: Modern Warfare® 4, Pearl Abyss’ Crimson Desert and CD PROJEKT RED`s Cyberpunk 2077, which features HDR10+ GAMING to provide vivid graphics that capture the developers’ original intent. Cyberpunk 2077 and Cronos: The New Dawn will be available to play on the Odyssey 3D gaming monitor, as well.

Additionally, the Odyssey Zone will highlight the high-performance 9100 Pro SSD designed to enhance gaming performance – and the JBL Quantum 950 headset, which delivers audio performance suited for tournament-level competition. Together, these products will allow visitors to experience the synergy across Samsung’s gaming devices for a more vivid and immersive gaming experience.

At the Galaxy Zone, visitors will be able to explore Samsung’s mobile gaming ecosystem, designed to enable fast and seamless gaming anytime, anywhere. Featured products include:

• Galaxy Z Fold 8 Ultra and Galaxy S26 Ultra, powered by a customised mobile processor —Snapdragon® 8 Elite Gen 5 Mobile Platform for Galaxy to deliver powerful gaming performance
• Galaxy Buds 4 Pro, which includes a low-latency gaming mode.
• New ultra-fast and portable SSD products with next-generation interfaces.

Additionally, Samsung has introduced Neural Frame Fusion to the Galaxy Z Fold8 Ultra and Galaxy Z Fold8. An AI-powered technology that generates pixels and frames in real time, Neural Frame Fusion improves power efficiency in graphics processing, helping maintain high gaming performance for longer and enabling a smoother and more stable gaming experience on Galaxy devices.

Visitors will be able to try the mobile devices firsthand with globally popular games across a variety of genres, including Genshin Impact, Asphalt Legends, Honor of Kings, and more.

Meanwhile, at the Gaming Hub Zone, visitors will be able to experience Samsung Gaming Hub, which enables direct access to cloud gaming through compatible televisions and monitors without connecting to a separate console or downloading games. Products on display include the Samsung OLED TV (S95H model), Galaxy S26 Ultra, and JBL Quantum 650.

Samsung has also partnered with global esports team T1 to present the T1 Zone, where visitors will be able to try the equipment used by world-renowned League of Legends player “Faker”, Sang-hyeok Lee.

Bringing the Energy of Korean PC Cafe Culture to Gamescom Through a Variety of Events

Samsung is also bringing the atmosphere of a Korean PC café to Gamescom 2026, creating a unique experience space for global visitors interested in K-culture.

Beyond showcasing its latest technology, the company will host a variety of on-site programs and participatory events including influencer gaming matches and product-reveal events. Visitors can register on the web application and complete missions throughout the booth to earn points redeemable for rewards, such as popular Korean snacks.

Samsung is also preparing a Spatial Signage event, which will utilise glasses-free 3D displays to create immersive experiences. When visitors stand in front of the display after selecting a T1 team member, Spatial Signage will create the impression of meeting that player in real time.

On Aug. 27-28, the World Finals of the #PlayGalaxy Cup in PUBG Mobile will take place on a stage within the booth as 10 elite teams who advanced through global preliminary rounds compete to determine the champion. The stage will host a variety of programs, including a special match between popular gaming influencers, an interactive racing program, SSD influencer talks, and raffle events.

On Aug. 27, Samsung will unveil the full lineup of 2027 Odyssey gaming monitors featuring industry-first technologies and launch its new portable SSD products.

Samsung.com websites across 22 key markets, including South Korea, Europe, North America, Southeast Asia, the Middle East, and Africa, will also feature a Gamescom-related page with special promotions.¹

1. Promotional periods and offers may vary by region. ︎

The strongest interiors are not only filled with beautiful objects. They are carefully composed to incorporate furniture, lighting, materials and technology as part of one cohesive design aesthetic.

Those focused on a curated home look are increasingly seeking statement pieces that offer longevity without limiting how a room can evolve.^{1 2} This is changing the role of technology in the living room. A television is no longer expected to sit apart from the interior. It should complement the furniture, reflect the homeowner’s style and feel considered even when it is not being watched.

Samsung’s The Frame was created with this idea in mind. Its slim, picture-frame-inspired profile helps it sit naturally alongside furniture and décor, while customisable bezels can be selected to complement different materials, finishes and colour palettes. For an even cleaner aesthetic, The Frame Pro offers fully wireless transmission through the Wireless One Connect Box, allowing connected devices to be placed up to 10 metres away³ and keeping your space clutter free.  When the television is not in use, Art Mode replaces the traditional black screen with a chosen artwork or personal photograph, allowing the display to remain part of the room. Through the Samsung Art Store, you can also access more than 5,000⁴ iconic works from legendary artists alongside collections from world renowned museums and galleries, bringing an ever-expanding art collection into the home.

That flexibility also makes The Frame a natural fit throughout the home, from a living room statement piece paired with bold landscapes, to a kitchen display that feels fresh and uplifting, a study softened by calming artwork or a child’s room made more personal with family photos. In every space, the right image helps set the mood while The Frame keeps the look polished and considered.

From relaxed country homes to expressive and bold spaces, here are four ways The Frame can complement different interior styles.

The Country House Traditionalist

A country-inspired interior is built around comfort, character and timeless appeal. Natural wood, upholstered furniture, layered textures and classic details create rooms that feel warm and welcoming.

The Frame fits naturally into this setting thanks to its slim, frame-inspired design and customisable bezels, which allow it to complement surrounding furniture rather than compete with it. When not in use, Art Mode gives the screen the feel of a framed piece, helping it blend into the room with ease.

Floral and garden scenes are especially well suited to timeless interiors, bringing softness, colour and a sense of nature into traditional spaces. Works such as Water Lilies, Sunflowers and The Artist’s Garden at Giverny can add an elegant finishing touch while complementing the room’s warm and layered aesthetic.

The Natural Living Explorer

Natural living is all about calm, with oak, linen, stone and organic textures creating interiors inspired by the outdoors.

Designed to blend into these spaces, The Frame lets the room’s materials and furnishings stay in focus while adding a subtle design layer of its own. Its pared-back profile works especially well alongside tactile furniture and relaxed, neutral finishes.

Landscapes and nature-inspired artworks are a natural fit for this style, with forests, mountains and open countryside helping to bring a sense of calm and escape into the home.

The Considered Minimalist

Minimalist interiors focus on balance rather than emptiness, with clean lines, thoughtful furniture and carefully chosen design pieces.

The Frame complements this approach by replacing the visual interruption of a black screen with artwork when the TV is not in use, helping maintain a calm and cohesive living space. It sits comfortably within a room where every object has a purpose.

Coastal and water-inspired pieces are a natural fit for minimalist homes, with serene seascapes and iconic works such as The Great Wave off Kanagawa bringing a sense of openness and tranquillity to the space.

The Contemporary Collector

For the contemporary collector, a home is built over time. Vintage finds, modern furniture and meaningful objects come together to create interiors full of personality.

Rather than feeling like a piece of technology, The Frame becomes another design object within the room, whether displayed as part of a gallery wall or above a statement sideboard. With interchangeable bezels and a changing art display, it evolves alongside the rest of the space.

This expressive style can also be reflected through cultural icons and celebrated masterpieces, from The Starry NighttoThe Kiss. These works allow homeowners to curate a display that reflects their own taste and personality.

A Television Designed to Belong

Great interior design is rarely about making every object match. It is about creating a sense of connection between them.

The Frame brings this thinking to one of the living room’s largest visual surfaces. Its slim, frame-inspired form, customisable bezels and Art Mode allow it to complement furniture and décor rather than asking the rest of the room to adapt around a television.

Whether placed within a warm country interior, a natural sanctuary, a quiet minimalist space or an eclectic collection, The Frame is designed to feel at home. Art provides the final layer but it is the relationship between the television, the furniture and the wider interior that allows the room to feel curated. Completing the experience, Samsung’s Glare Free technology⁵ minimises reflections, allowing both artwork and entertainment to be enjoyed with exceptional clarity in a wide range of lighting conditions. To find out more, visit www.samsung.com/uk and explore the Samsung Art Store for artworks and ideas that suit your space.

1. Euromonitor International, Five Consumer Shifts Redefining Value, Connection and Loyalty in 2026, based on the Voice of the Consumer: Lifestyles Survey 2026, n=40,225. ︎
2. WGSN, Future Consumer 2026 and 2026 Interior Design Trends. ︎
3. Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by surrounding environment, 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. ︎
4. Samsung Art Store Streams provides all Samsung Art Store users with free access to a curated selection of 30 artworks each month, refreshed monthly. Subscription to the Art Store required to access the full art catalogue. Find out more: How to use Art Store. ︎
5. UL verification confirms the claim of “Glare Free”. The products were evaluated according to the UGR (Unified Glare Rating) test standard of the International Commission on Illumination (CIE) and the test standard of the International Organization for Standardization (ISO) ︎

▲ (From left) “Vienna Viewed from the Belvedere Palace” (1758/61) by Bernardo Bellotto the Elder on OLED TV, “Summer” (1563) by Giuseppe Arcimboldo on The Frame and “The Tower of Babel” (1563) by Pieter Bruegel the Elder on Micro RGB TV at Kunsthistorisches Museum in Vienna. Photo: Seniad Kasupovic

Samsung Electronics Co., Ltd., and the Kunsthistorisches Museum in Vienna today announced a new partnership to bring 43 carefully selected masterpieces from the museum’s collection to Samsung Art Store.^[1]  Starting today, art enthusiasts worldwide will be able to access these iconic works in stunning 4K resolution exclusively on compatible Samsung TVs.^[2] 

“The Kunsthistorisches Museum is not merely an institution it’s a symbol of Austrian cultural identity and is our neighbour, our partner and our home,” said Dario Casari, President of Samsung Austria and Samsung Switzerland. “This partnership represents something truly special for Samsung Austria by combining these world-class cultural treasures with Samsung’s cutting-edge display technology. We’re creating a unique bridge between history and innovation, bringing Vienna’s artistic legacy to audiences around the globe.”

▲ (From left) “Vienna Viewed from the Belvedere Palace, known as “Canaletto View” (1758/61) by Bernardo Bellotto on OLED TV and “The Art of Painting” (1665-1668) by Johannes Vermeer on Micro RGB TV at Kunsthistorisches Museum. Photo: Seniad Kasupovic

Masterpieces From Bruegel to Vermeer Now Available Digitally

The Samsung Art Store collection features some of the most significant works from the Kunsthistorisches Museum’s painting gallery, including:

• Several paintings by Pieter Bruegel the Elder, including the famous “The Tower of Babel”
• Johannes Vermeer’s “The Art of Painting”
• Gustav Klimt’s “Nuda Veritas”
• Canaletto and Bellotto’s iconic views of Venice and Vienna
• Giuseppe Arcimboldo’s “Summer”
• Works by Rubens, Velázquez, Caravaggio, Titian, Rembrandt and Raphael

Thanks to high-resolution digital rendering, viewers can appreciate the finest details of these extraordinary works. Bruegel’s “The Tower of Babel” reveals countless architectural and technical details, while Vermeer’s “The Art of Painting” impressively showcases the artist’s distinctive use of light and precision.

▲ “The Tower of Babel” (1563) by Pieter Bruegel the Elder on The Frame Pro.

Bringing World-Class Cultural Heritage Directly to the Home

With the Kunsthistorisches Museum joining the Samsung Art Store platform, Samsung continues to expand its premium portfolio of international cultural institutions. Existing collaborations with renowned museums such as the Louvre in Paris, the Prado Museum in Madrid, and the MUNCH Museum in Oslo already offer users access to unique art collections directly on their Samsung TVs.

Samsung Art Store offers a curated selection of thousands of international artworks displayed in native resolution with precise color calibration. Users can personalise their viewing experience by selecting artworks according to style, period or mood, transforming their living spaces into their own digital gallery.

“We are delighted to join Samsung Art Store and share our unparalleled collection with a global audience,” said Dr. Jonathan Fine, General Director of KHM-Museumsverband. “By making these masterpieces accessible to everyone, regardless of location, we can engage a wider public. This digital experience will fascinate viewers and inspire them to encounter the original artworks in person at our museum in Vienna, bridging the gap between digital accessibility and the irreplaceable experience of standing before the originals.”

▲ Back row, from left: Manuel Laporta Osante, Head of TV/AV – Samsung Austria, Verena Eisner, Deputy CFO – The Kunsthistorisches Museum Wien, Antonio Marques, Strategy Product Manager – Samsung Austria. Front row, from left: Paul Frey, General Manager – The Kunsthistorisches Museum Wien, Dario Casari, President – Samsung Austria and Samsung Switzerland.

[1] Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification.

[2] Samsung Art Store is available on the following compatible Samsung TV models: 2026 Models: R95H, S99H, QN80H, QN70H, M80H, The Frame, The Frame Pro. 2025 Models: Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F and Q7F.

Samsung Electronics Co., Ltd. today announced an exclusive partnership with Activision as the official TV, monitor, soundbar and Wi-Fi speaker of Call of Duty: Modern Warfare 4, the latest title in one of the world’s largest first-person shooter (FPS) franchises. The collaboration brings Call of Duty together with Samsung’s premium display and connected gaming technologies to give players more ways to experience the title before its official launch.

Call of Duty is a critically acclaimed and award-winning franchise that has become one of gaming’s most recognised intellectual properties. The collaboration marks another step in Samsung’s efforts to expand next-generation gaming experiences across TVs, monitors, soundbars, Wi-Fi speakers and connected gaming services.

“We are pleased to be the official TV, monitor, soundbar and Wi-Fi speaker partner for Call of Duty: Modern Warfare 4, bringing players a more immersive experience through Samsung’s premium display and audio technologies,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “We will continue working with leading developers to strengthen gaming experiences across our display portfolio.”

HDR10+ GAMING Brings Greater Detail to Gameplay

Samsung and Call of Duty will integrate HDR10+ GAMING into Call of Duty: Modern Warfare 4. The technology helps deliver more accurate colour and contrast, supporting the immersive visual experience that reflects the creative intent of the developers.

“Samsung’s display and gaming technologies provide an exciting way to experience Call of Duty: Modern Warfare 4,” said Cody Neal, Head of Partnerships at Activision. “Partnering with Samsung allows us to showcase the game with clarity, scale and responsiveness that complement the intensity at the heart of Call of Duty.”

Modern Warfare 4 will officially support a 32:9 super ultrawide aspect ratio, allowing Samsung Odyssey G9 users to experience a wider format giving players a broader sense of space in-game.

Samsung will also give consumers around the world more ways to experience Modern Warfare 4 across Samsung TVs, Odyssey monitors and gaming services.

Samsung Gaming Hub Streaming Call of Duty: NEXT

As part of the collaboration, Samsung Gaming Hub users will be able to watch Call of Duty: NEXT live through Samsung Gaming Hub on Aug. 21 at 9am PT (17:00 BST). Ahead of the event, a tune-in banner promoting Call of Duty: NEXT will be featured in the Samsung TV Gaming Hub masthead.

Samsung will also distribute Beta Early Access codes for Call of Duty: Modern Warfare 4 through the Samsung Promotion app. The codes will give selected players an opportunity to experience the Modern Warfare 4 Beta from Aug. 21-25, before the Open Beta begins, starting Aug. 28 through Sep. 1. Users can check for Beta Early Access code availability and event details on the Samsung TV Gaming Hub.

Samsung Gaming Hub allows users to access major cloud gaming services, including Xbox Cloud Gaming, as well as other game-related content, in one place. With it, users can access supported services and content without switching devices.

Gamescom 2026: Samsung Odyssey To Showcase Speed and Detail of Modern Warfare 4

Additionally, Samsung will bring Call of Duty: Modern Warfare 4 to its booth for an early hands-on experience during Gamescom 2026, taking place Aug. 26-30 in Cologne, Germany. As one of the world’s leading events for computer and video games, Gamescom brings together players, creators, publishers and technology brands from across the industry.

At the event, Samsung will provide Call of Duty: Modern Warfare 4 Vault Edition Battle.net game codes to select players who visit its booth. Visitors will also be able to play the highly anticipated title ahead of its official October 23 release on premium Samsung Odyssey gaming monitors. Built for modern gaming, Odyssey monitors give players the visual clarity and smooth performance needed for competitive play and cinematic moments.

For more information, visit www.samsung.com.

Samsung Electronics Co., Ltd. today announced its participation at Gamescom 2026, taking place at Koelnmesse in Cologne, Germany, from August 26-30. There, the company will showcase its full-stack gaming vision that seamlessly connects various gaming platforms.

As the world’s largest gaming event, Gamescom features approximately 1,500 software, hardware, and game content companies. The event attracted 360,000 visitors last year and this year it is convening under the theme, “Games Spark Excitement for the Future.”

Under the slogan “#PlaySamsung,” Samsung will showcase a range of products packed with innovative features and offer visitors the chance to experience innovative gaming across mobile, PC, and console platforms. At the company’s exhibition booth, visitors can experience games across a variety of platforms through its key new products: Odyssey G8, the world’s first 6K gaming monitor; 9100 PRO, a high-performance SSD built for next-generation gaming; and Galaxy Z Fold8 Ultra, the flagship mobile device that takes mobile gaming to the next level.

Notably, the Odyssey G8 launched in May 2026, provides an optimal gaming experience with its Dual Mode to effortlessly toggle between an ultra-high resolution 6K mode at 165 Hz and an ultra-fast 3K mode at 330 Hz, depending on the game genre. The monitor is Nvidia G-SYNC compatible and supports AMD FreeSync Premium, eliminating screen distortion and stuttering even in graphically demanding games, allowing users to experience enhanced picture quality and immersive gameplay.

Throughout the event the company’s booth will offer a diverse lineup, including matches featuring popular game titles such as the Sonic series, as well as a cosplay runway themed around Samsung’s product experiences. Visitors also can experience Pearl Abyss’s open-world action-adventure game Crimson Desert on the Odyssey G8’s 6K display with HDR10+ GAMING features.

On August 27-28, Samsung will host the World Finals of the #PlayGalaxy Cup, a global tournament league where players can experience the innovative gaming performance of Galaxy smartphones. This event will kick off with a three-player special match in PUBG Mobile between popular global video game influencers. Ten teams that advanced through five regional qualifiers in North America, Latin America, Europe, Southeast Asia, and Southwest Asia will compete for the championship.

Samsung Electronics Co., Ltd. today announced that Prime Video will be the first streaming service to offer HDR10+ ADVANCED^[1] on supported titles globally beginning August 2026, with the service being first available on Samsung’s 2026 TV lineup. The next-generation High Dynamic Range (HDR) standard is designed to deliver brighter, more immersive picture quality for supported movies and shows, and brings the benefits of Enhanced Overall Brightness and Intelligent Motion Smoothing to streaming viewers for the first time.

“As home viewing options become more diverse, users are prioritizing elite viewing standards and greater levels of immersion,” said Taeyong Son, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By collaborating with Prime Video, we are bringing HDR10+ ADVANCED to home entertainment systems for the first time, we are elevating the home viewing experience all over the world.”

HDR10+ ADVANCED is the next evolution of the HDR10+ standard and is specifically designed to empower today’s most advanced televisions which have achieved ever larger screen sizes, higher peak brightness, greater colour depth and increased processing power, while satisfying the requirements of leading content distribution services. The standard preserves the creator’s intent across compatible displays while delivering a more dynamic, lifelike viewing experience for supported content.

It also introduces two powerful capabilities for customers. Enhanced Overall Brightness uses extended statistical metadata to make fuller use of today’s premium TV brightness capabilities, delivering brighter, more precise HDR across the full tonal range. Additionally, AI-driven tone mapping preserves shadow detail in darker scenes and delivers the heightened brightness that sports and action content demands.

Meanwhile, Intelligent Motion Smoothing utilises scene-by-scene metadata to allow compatible displays to dynamically adjust motion processing — preserving the cinematic feel of film content while delivering smooth, natural motion for sports, action and other fast-moving scenes.

“At Prime Video, we’re dedicated to providing the best possible viewing experience, and HDR10+ ADVANCED represents a meaningful step forward for our customers,” said BA Winston, Vice President of Technology at Prime Video. “With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene, and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices.”

The collaboration builds on the successful launch of HDR10+ on Prime Video in December 2017, when Prime Video became the first streaming service provider to offer HDR10+ to customers. The launch made Prime Video’s entire HDR library available in HDR10+ on Samsung’s 2017 UHD TV lineup, using dynamic metadata to deliver enhanced contrast and colour. Since that launch, the HDR10+ standard has grown to encompass 183 adopter companies and more than 22,000 certified products.

HDR10+ ADVANCED will be integrated into Samsung’s product lineup starting with 2026 TV models, with support planned for future products as the HDR10+ ecosystem continues to grow. The rollout builds on Samsung’s 20-year leadership in the global TV market, reflecting the company’s continued commitment to advancing display technology and bringing premium viewing experiences to consumers worldwide.^[2]

For more information on Samsung TVs, please visit www.samsung.com. For more information about HDR10+ ADVANCED, please visit hdr10plus.org/advanced.

[1]HDR10+ ADVANCED is not supported when Filmmaker Mode is enabled

[2]Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. Results are not an endorsement of Samsung.

Samsung Art Store^[1] brings together everything from classical masterpieces to contemporary works from world-renowned museums, galleries, and artists, all on a single screen. It allows you to build a personal gallery tailored to your shifting tastes through monthly themed curations and collections from leading global art fairs.

So, which artistic movement best reflects your taste? Take a simple test below to discover your signature artistic style, and find the perfect Samsung Art Store collections to bring a fresh new atmosphere into your everyday space.

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

Samsung Electronics Co., Ltd. today announced a global partnership with Warner Bros. Pictures and DC Studios to mark the theatrical release of this summer’s epic new superhero adventure “Supergirl” on June 26. Through the partnership, Samsung is bringing fans closer to the film through Samsung Art Store, a Samsung Micro RGB TV sweepstakes in collaboration with electronics retailer Best Buy and select U.S. and U.K. experiences in support of its global release.

“Samsung’s display business has long been shaped by the way people engage with film, sports, games and art,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “Through this partnership with Warner Bros. Pictures and DC Studios, we are bringing together the exciting, intergalactic visual world of ‘Supergirl’ with Samsung’s bold display experiences at home.”

Samsung Art Store, the leading digital art platform on Samsung Art TVs, is giving users a new way to experience DC-inspired art at home with a limited-time “Supergirl” collection, available now through March 8, 2027. Featuring 15 digital artworks from DC Comics, the collection brings the character’s comic legacy to life across Samsung’s expanded 2026 Art TV lineup.^[1]

In the U.S., Samsung and Best Buy are launching “Supergirl” sweepstakes at more than 600 participating Best Buy stores nationwide from June 22 through July 19. Special “Supergirl” content will play on Samsung Micro RGB TV displays in each store, where the display’s precise colour expression will reveal a hidden riddle. The answer to this riddle will unlock additional entries to the sweepstakes.

As part of the film’s global press tour, the Supergirl Rest Stop pop-up at Phonica Records in London on June 20 featured Samsung 2026 TV and home audio lineups throughout film-inspired spaces, including Supergirl’s bedroom, Kara’s Ship, the Intergalactic Bus Stop and Space Bar.

“The compelling visual world that Craig Gillespie and his teams bring to life in ‘Supergirl’ is unlike anything we’ve seen in the DC Universe, and Samsung, through their innovative Art Store, brings consumers together with their singular technology to deliver that experience on their screens,” said Julie Moore, Head of Global Brand Partnerships at Warner Bros. Pictures. “Having partnered with them on ‘Superman’, we were eager to work with them again to see how brilliant their ‘Supergirl’ experience would be, and they delivered.”

As the global TV market leader for 20 consecutive years,^[2] Samsung continues to work across film, retail and home entertainment to connect audiences with the stories they follow on screen.

[1]Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, except S90H and S85H.

[2]Source: Omdia, Feb. 2026. Results are not an endorsement of Samsung.

Samsung Electronics’ Music Studio, a wireless Wi-Fi speaker, was born from this evolution. Drawing inspiration from an orb and a dot, visual representations of how sound expands, its design stands out as a distinctive presence in any space. Meanwhile, its finely tuned acoustics flood a space with lush, immersive sound, elevating the fundamental value of audio.

▲ Music Studio 5 (left) and Music Studio 7 (right) feature an object-inspired design that visualises how sound expands to complete the aesthetics of a space.

Samsung Newsroom spoke with Jongmin Kim of the Product Planning Group, Jongbae Kim of the Sound Lab and Minsun Kang of the Product Design Group — all within the Visual Display (VD) Business Division — to explore how Music Studio series redefines the boundaries between sound technology and design.

▲ (From left) Jongbae Kim (Sound Lab), Minsun Kang (Product Design Group) and Jongmin Kim (Product Planning Group), all from the VD Business Division

From Casual Listeners to Immersive Listeners: Tailoring the Listening Experience

The reasons people choose audio devices are more varied than ever, shaped by personal tastes and how they enjoy content. As immersive spatial audio from movies to games becomes a staple beyond just music, more listeners seek products that blend cutting-edge performance with inspired design.

Jongmin Kim explained the thinking behind Music Studio: “We focused on preserving the essence of sound while ensuring the product blends naturally into its surroundings, optimising the overall user experience.” The decision to introduce two distinct models was based on in-depth consumer analysis.

“We identified different needs between ‘casual listeners’, who enjoy background music in their daily lives and ‘immersive listeners’, who focus on the finer details of sound and fully engage with content,” Kim added. “Based on this, we differentiated the core value of each model to better serve each listening style.”

▲ Music Studio tailors the listening experience to user preferences, differentiating the core value of each model for optimised everyday use.

Collaboration with global partners was also a key factor in expanding the listening experience. “To deliver meaningful value to users, we worked closely with our partners,” Kim said. “As a result, we were able to introduce Spotify Tap — a Wi-Fi-based feature that allows users to start music with a single button press without using a smartphone — to Music Studio for the first time globally, creating a differentiated user experience unique to Samsung audio products.”

Bringing Live-Like Immersion to Everyday Spaces With Music Studio 7

Creating an immersive audio environment requires highly sophisticated sound engineering. Designed specifically for spatial audio, Music Studio 7 underwent nearly two years of development and validation. At its core is a 3.1.1 Channel system that delivers sound in four directions — front, left, right and upward — along with advanced acoustic technologies that precisely control each channel.

▲ Music Studio 7 uses Waveguide and Pattern Control technologies that precisely control sound directivity, delivering immersive spatial audio reminiscent of a live performance.

Jongbae Kim emphasised, “To create a sense of space from a single device, it is essential to control each channel so that sounds do not blend together. The ‘Waveguide’ and ‘Pattern Control’ technologies applied to Music Studio 7 are core technologies for spatial audio sound.”

The high-frequency range, which has strong directivity, can be easily controlled using the physical structure of the Waveguide. However, the mid-frequency range, which has relatively longer wavelengths, is difficult to narrow down in directivity using only the Waveguide.

Pattern Control is a technology that suppresses specific sound areas using phase control signals. By inputting phase control signals based on Left, Right and Top channels into the front channel, it prevents the directivity of each channel from spreading unnecessarily. This enhances channel separation and delivers a more immersive sense of depth and 3D moving effects, even with a single speaker.

Kim explained, “With these technologies, we have made it possible to clearly perceive the precise location and movement of sound using just one speaker.”

▲ With precise acoustic engineering that delivers distortion-free sound at both high and low frequencies, Music Studio 7 produces deep, rich, high-quality audio despite its size.

To push performance even further, AI Dynamic Bass Control tackles the low-frequency distortion often found in compact speakers. This technology automatically analyses and fine-tunes the woofer’s nonlinear movement, delivering deep, powerful bass from a surprisingly small package.

Music Studio 5 Balances Design and Sound Through Refined Aesthetics

Music Studio 5 offers harmonious sound wrapped in sculptural elegance and lifestyle-oriented design. Minsun Kang shared, “One of our biggest challenges was preserving Music Studio’s unique look while making sure it excelled as a speaker.”

A key influence was the collaboration with acclaimed furniture designer Erwan Bouroullec, which helped define Samsung Audio’s design language. Kang noted, “Blending Bouroullec’s artistic vision with Samsung’s practical approach, we crafted a look that feels at home as part of daily life.” Early on, the team experimented with bold forms to spark creativity, but turning these ideas into a high-performing speaker brought unique technical hurdles in arranging components and perfecting the acoustic structure.

▲ Music Studio 5 features a micro-perforated structure that balances object-like design and acoustic performance within an interior-friendly aesthetic.

Kang shared, “To achieve both sculptural refinement and rich sound, we used a micro-perforated design on the front of the product. From afar, it stands out as a striking piece, but up close, its structure reveals the essence of audio.”

In recognition of its design brilliance, Music Studio 5 was honored with the Gold Award at the prestigious iF Design Awards 2026. Kang added, “This achievement is the result of close teamwork with Bouroullec and the relentless dedication of our entire design team. We feel a special connection to this product, as it truly captures the meeting point of technology and aesthetics.”

In addition, Samsung’s proprietary Bluetooth audio codec, SSC (Samsung Seamless Codec), ensures stable, high-quality sound even without wires, perfectly uniting sleek design with top-tier performance.

Expanding the Sound Ecosystem With Q-Symphony

Rather than functioning as a standalone device, Music Studio offers an integrated entertainment experience through seamless connectivity and optimized sound synchronisation across devices.

As a Wi-Fi speaker with fully wireless connections except for power, it offers the flexibility to place it freely throughout the home. Jongmin Kim emphasised, “Regardless of where it is placed, Music Studio delivers sound optimised for the user’s listening environment, whether for music or video content.”

The Q-Symphony feature, which wirelessly connects with Samsung TVs, further enhances this experience. Supporting up to five devices simultaneously — including 2026 Wi-Fi speakers and soundbars — creates a more immersive surround-sound environment without limitations across product types.

Kim explained, “Users can freely configure the system to suit different spaces and use cases — for example, by connecting up to five Music Studio 7 units or pairing a Q-Series Soundbar with four Music Studio speakers. In such a configuration, the system supports up to 19.1.8-channel output, delivering dense, room-filling sound.”

He continued, “Our ultimate goal is to expand connectivity to a wide range of platforms — including partner products, TVs and mobile — so that users can experience optimal sound throughout every moment they engage with content.”

▲ Music Studio 7 (left) delivers immersive spatial audio, while Music Studio 5 (right) offers a refined, object-inspired design — together creating an integrated sound experience through seamless device connectivity.

Going beyond the conventional speaker form, Music Studio sets a new standard for both performance and design. Samsung Audio’s innovation continues to enrich everyday spaces with immersive sound and refined aesthetics.

S99H, the latest flagship OLED TV, recently earned Pantone Validated ArtfulColor certification, a designation awarded to TVs, displays, cameras and printers that reproduce colour with a high degree of fidelity under controlled lighting conditions. That means stunningly precise colours when watching content and a realistic, museum-like experience when displaying art.

▲ 2026 OLED TV S99H has earned Pantone Validated ArtfulColor certification for faithful colour reproduction. S99H displays The Pink Cloud by Henri Edmond Cross.

The certification is a particularly significant milestone for Samsung OLED, as S99H is engineered to deliver deep contrast, precise color expression, and an unparalleled, distraction-free viewing experience. The TV’s deeper blacks and Glare Free technology^[1] help preserve textures and tonal variation, making art feel more immersive on screen.

To learn more about what this means for the art-viewing experience, Samsung Newsroom spoke with Ed Hattenberger, OEM Senior Colour Scientist, and Matt Knoll, OEM Technical Director, at X-Rite Pantone. They share how Pantone Validated ArtfulColor is evaluated, why colour fidelity matters for viewing art, and how display performance can shape the way artwork is experienced at home.

Q. Could you tell us a bit about your role at Pantone and the work you do?

Hattenberger: As an OEM Senior Colour Scientist at X-Rite Pantone, I’ve spent more than 15 years specialising in Pantone colour development standards and in bringing real-world colours into the digital realm. I also led the innovation of various digital colour products at Pantone, including the Pantone Validated program.

Knoll: I’m an OEM Technical Director for X-Rite Pantone. I have more than 20 years of experience in hardware and firmware development at X-Rite, with much of my work focused on reflective colour measurement and display calibration products.

▲ Pantone evaluates display performance under controlled lighting conditions as part of the Pantone Validated ArtfulColor process.

What Art Can Reveal About a Display

Q. What does Pantone Validated ArtfulColor evaluate and what does the validation mean for a display?

Hattenberger: Pantone Validated ArtfulColor evaluates the ability of displays to faithfully render on-screen colours to match an extensive range of physical Pantone Colours and Skin Tones under controlled lighting conditions. For displays, Pantone Validation means that a product’s colour reproduction has been measured against Pantone’s reference colour data and meets defined performance thresholds for colour fidelity and consistency.

Knoll: Displays that earn ArtfulColor status reproduce the test colours with a high degree of visual accuracy, resulting in a close perceptual match between the on‑screen image and the physical colour sample.

▲ Pantone ArtfulColor certification tests and confirms that the display can reliably reproduce real-world Pantone colours under controlled lighting conditions, similar to actual exhibition environments..

Q. What differences can viewers actually see when viewing a Pantone Validated ArtfulColor TV versus one that is not?

Hattenberger: A Pantone Validated ArtfulColor TV delivers more precise, trustworthy visuals, especially for artwork and photography. Viewers can expect cleaner neutrals, more lifelike skin tones and colour saturation that better reflect the artist’s intent. These displays also preserve shadow detail, so every brushstroke and color appear more natural and consistent.

Q. Why does colour fidelity matter more when a TV is used to display art and photography?

Knoll: In creative work, colour is never incidental. Colour, balance and slight variation all shape how a piece is experienced. That is why colour fidelity matters so much. Even slight shifts can alter the mood, depth and overall intent of the original work.

▲ Pantone’s validation process measures how faithfully a display reproduces colour under standardised viewing conditions.

The Science Behind Colour Fidelity

Q. How does the ArtfulColor validation process work from start to finish?

Hattenberger: The process evaluates a display’s ability to match Pantone Colours under controlled lighting conditions. This involves measuring a set of Pantone colours and skin tones in a light booth, then assessing how faithfully the display reproduces them on screen under those same conditions.

Q. Why does controlled lighting matter when evaluating a display for art?

Knoll: Reproducing true real-world colours on screen depends on matching the light source, colour sample and rendered content for the intended observer. Displays are typically measured against D65, an industry-standard white point that approximates neutral daylight, so it gives Pantone a consistent point of reference.

It also helps reduce the influence of warmer or cooler room lighting, which can change how white, contrast and colour are perceived. Using controlled lighting helps ensure the display is evaluated as accurately and consistently as possible.

▲ By comparing digital images with physical colour references, Pantone helps verify faithful colour reproduction across a range of hues.

Q. How does Pantone make sure the results apply to real artwork and photography, not just lab test patterns?

Hattenberger: Pantone goes beyond digital test patterns by using physical colour samples that behave more like real artistic media. That helps verify whether a display can accurately reproduce gradients, subtle tonal transitions, textures and near-neutral tones across artwork and other visually complex content.

At the same time, the home viewing environment can influence how colour is perceived compared with a controlled test setting. Ambient light, reflections, viewing angle and even wall colours can all affect perception, so while validation confirms the display’s underlying performance, the room still plays an important role in what people see.

How Samsung OLED S99H Helps Art Look Its Best at Home

Q. From Pantone’s perspective, what makes Samsung OLED S99H well-suited to display art with high colour fidelity?

Knoll: OLED is particularly well-suited to high-fidelity art reproduction because its pixel-level luminance control delivers true blacks and very high contrast, preserving fine detail critical to art. S99H’s wide colour gamut supports accurate reproduction of saturated pigments, paints and digital art colours, while stable viewing angles help colour and luminance remain consistent across the screen.

▲ S99H displays Apples and Cloth by Paul Cézanne.

Q. Samsung OLED S99H features award-winning Glare Free technology that eliminates distracting reflections. How do glare and reflections affect the way art is seen on screen?

Hattenberger: Glare and reflections can interfere with the way art is seen on screen. They lift black levels and soften contrast, which can reduce depth and colour fidelity, especially in darker parts of an image. They can also introduce colour casts from the surrounding environment, affecting neutrals and shifting hues.

When people view art, they expect a clear, unobstructed image. Reducing reflections helps preserve tonal accuracy and the integrity of the work.

Q. How has Pantone’s validation approach evolved alongside newer display technologies like OLED, HDR, and wide colour gamut?

Knoll: Pantone’s evaluation approach has evolved with display technology itself. With OLED, that includes evaluating pixel-level luminance control, deeper contrast, wider colour reproduction and consistency from bright highlights to near-black areas.

Q. When viewers see the Pantone Validated ArtfulColor mark on a Samsung TV, what does it say about the viewing experience?

Hattenberger: The ArtfulColor mark signifies that S99H has been carefully evaluated to confirm a high level of colour fidelity, including consistent hue rendering, stable grayscale performance, and repeatable colour behavior under controlled lighting conditions.

Ultimately, it gives viewers greater confidence that the art they see on screen is being presented faithfully to the original work.

S99H newly joins The Frame Pro and The Frame in receiving the certification, as Samsung remains the only TV brand to offer Pantone Validation ArtfulColor and continues to expand Samsung Art Store^[2] across more screens.

S99H features the new FloatLayer Design, with a slim metal bezel that mounts flush to the wall for a floating effect. This gallery-inspired look makes the display a striking centerpiece, particularly when displaying art.

For the first time on a Samsung OLED TV^[3], Samsung Art Store subscribers can access over 5,000 works by more than 800 artists, including exclusive collections from MoMA, Musée d’Orsay, Art Basel, and others.

[1] Measured against Unified Glare Rating (UGR) testing standard, validated as ‘Glare Free’ by UL.

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

[3] S99H only.