Samsung Electronics Co., Ltd. has today announced the UK launch of its full 2026 TV lineup, spanning premium models such as Micro RGB, OLED and Neo QLED, as well as mainstream Mini LED and UHD TVs. In its 20th year as the world’s No. 1 TV brand^[1], Samsung is expanding AI-powered features across more models, bringing smarter picture, sound and personalised viewing experiences to more consumers worldwide.

In this new range, Samsung is expanding Vision AI Companion (VAC) features across its 4K-and-above TV line-up, reflecting its broader strategy to make AI a central part of the TV experience. The expansion brings AI-powered viewing to more categories, screen sizes and consumer needs^[2]

“With our 2026 lineup, Samsung is setting a new benchmark for AI TVs worldwide,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Samsung AI TVs will go beyond entertainment to deliver practical benefits to everyday life, helping people find what they want faster, enjoy content more easily, and make the most of their TV time.”

Vision AI Companion Brings Smarter, More Immersive Viewing

Vision AI Companion (VAC) brings together Samsung’s broadest range of AI service platforms, including Bixby, Perplexity and Microsoft Copilot, to make the TV experience more intelligent and personalised. Designed to work alongside users as an entertainment companion, VAC can extend the role of the TV beyond viewing alone. The AI TV lineup also brings AI-enhanced entertainment features to movies, sports and gaming:

• AI Upscaling Pro: uses AI to analyse and enhance low-resolution content in real time, delivering greater detail, depth and contrast, while Color Booster Pro analyses and categorises scenes to provide more vivid, lifelike colour.
• AI Football Mode: 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.^[3]

Micro RGB: Defining the Future of Premium Picture Quality

Micro RGB 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 the R95H and R85H series in sizes from 55 to 115 inches, Micro RGB is built on Samsung’s proprietary Micro RGB Technology, which uses individually controlled red, green and blue micro LEDs to deliver highly precise light control, richer detail and more natural colour. Additionally, Glare Free technology minimises light reflection in bright environments, helping preserve a clear viewing experience across a range of lighting conditions.

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, so viewers stay immersed in every scene. With Micro RGB Precision Color 100, colour expression appears fuller and more lifelike, with support for 100% colour coverage of BT.2020.

Micro RGB Color 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: Expanding the Lineup for More Viewing Preferences

Samsung’s 2026 OLED TVs include the S99H, S95H, S90H and S85H, offering deep blacks, rich colour, immersive performance and refined design across a wider range of viewing preferences. Glare Free technology, previously available only on the S95F model, now expands to the S99H, S95H and the S90H, helping the display’s true blacks and rich colours stay clear and undisturbed, even in bright rooms.

On the flagship S99H, Samsung adds 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 OLED. The new S99H model’s FloatLayer Design also gives the display a lighter, more refined presence that blends in more naturally with the home.

For gaming and sports, 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 football fans, AI Football Mode Pro on S99H, S95H and S90H — and AI Football Mode on S85H optimise picture and sound in real time for a more immersive match experience at home.

The Frame: Elevating the Art TV Experience

The Frame lineup includes models designed for different spaces and installation needs. Across the lineup, users can enjoy Art Mode with access to 5,000+ professionally curated artworks, along with experiences personalised by VAC. The Frame Pro (LS03HW model) features Neo QLED picture quality and Wireless One Connect box.

The Frame (LS03HA model) combines QLED picture quality with the One Connect Box and a nearly invisible cable. A built-in installation model of The Frame (43” LS03HE model) is also available for spaces that call for a cleaner, more integrated look.

Key features of The Frame Pro include:

• Slim 24.9mm design depth: helps The Frame Pro deliver a more refined, art-inspired profile.
• Modern Frame Design and Wireless One Connect: provide a cleaner setup with no in-wall cable work.
• Neo QLED picture quality: paired with Pantone Validated ArtfulColor and Glare Free technology, delivers rich contrast, lifelike, paper-like color expression and clearer detail, even in bright rooms.

Key features of The Frame (43” LS03HE model) include:

• A built-in design: enables easy in-wall wiring while preserving The Frame’s iconic flush-to-wall look.

Neo QLED: Enhanced Picture Quality With More Connected Experiences

Samsung’s Neo QLED brings together enhanced AI picture quality and more connected viewing experiences across the QN80H and QN70H, with the QN80H available in sizes from 50 to 100 inches and the QN70H in sizes from 43 to 85 inches. 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% Color Volume helps keep colour accurate and stable, even at high brightness levels. Quantum Mini LED also enables ultra-precise light control, creating deeper contrast, clearer detail and more consistent brightness scene after scene.

Vision AI Companion (VAC) makes the viewing experience more seamless and context-aware by naturally surfacing helpful information on screen without interrupting content. Across the Neo QLED lineup, Samsung expands AI-powered picture and motion experiences, including 4K Upscaling with gaming performance of up to 144Hz available on select models – while the NQ4 AI Processor helps optimise picture and sound for a wide range of content.

Mini LED: Optimised for AI, Made More Accessible

Samsung Mini LED brings a brighter, richer viewing experience to more viewers. More precise light control and Pure Spectrum Color give images greater depth and clarity, as well as contrast that feels more defined from scene to scene. With two distinct models, Samsung makes Mini LED and AI-powered viewing available to more consumers.

The M80H, available in 85-, 75-, 65- and 55-inch models, delivers the most advanced Mini LED experience in the lineup, combining Samsung’s Mini LED picture quality with a broader set of AI-powered features for sports, gaming and everyday viewing:

• Motion Xcelerator 144Hz: keeps fast-paced content smooth and clear.
• NQ4 AI Gen2 Processor: powers AI-driven picture optimisation.
• AI Sound Controller: keeps dialogue clear and balances voices and sound effects in real time.
• Additional AI and personalization features: further expand gaming and content experiences.

Offered in 85”, 75”, 65”, 55”, 50” and 43 inch models, the M70H brings the core benefits of Mini LED to a more accessible tier, with a focus on everyday picture quality, stable motion and immersive sports viewing.

• Mini LED HDR: adds a more dynamic viewing experience.
• Mini LED Processor 4K: optimises everyday picture performance.
• Motion Xcelerator: helps fast-moving scenes stay smoother and easier to follow.
• Adaptive Sound: maintains clearer, more balanced audio.

Soundbars and the new Music Studio 7 and 5: Lifestyle Audio Designed for Modern Spaces

Samsung is also expanding its lifestyle audio lineup with Music Studio 7 and Music Studio 5, pairing immersive sound with design that naturally blends into modern spaces and everyday living environments. The new models build on Samsung’s long-standing leadership in premium home audio, including its 12-year run as the world’s No. 1 soundbar brand^[4], while helping create a more powerful integrated ecosystem that supports a wider variety of sound system combinations and a richer audiovisual experience.

Music Studio 7(HW-LS70H-Black, HW-LS71H-White) 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 with a Samsung TV to build a more immersive audiovisual 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.

Music Studio 5(HW-LS50H-Black), HW-LS51H-White) brings immersive sound to a more compact speaker format. Built for wireless music streaming, it supports high-resolution playback and effortless everyday listening. Features include:

• Dot Design by Erwan Bouroullec: a refined, design-forward speaker presence that blends seamlessly into any interior.

• AI Dynamic Bass Control: Samsung’s proprietary technology that delivers powerful sound in a compact form factor while deepening low frequencies without distortion.
• Samsung Audio Lab: tunes the speaker, which uses a 4-inch woofer and dual tweeters with a built-in waveguide for clear, balanced sound, while Dolby Atmos^® support adds a more immersive listening experience.

For immersive home cinema set-ups, the Q990H soundbar provides cinema-grade sound. The new QS90H 7.1.2 channel all-in-one soundbar also launches that has a built in gyroscope to detect your setup and optimises the sound accordingly.

Samsung TV Plus: From TV Service to Global Media Platform

Samsung is also expanding its TV ecosystem through Samsung TV Plus, a premium global entertainment service designed to deliver exceptional experiences for every moment. With more than 100 million monthly active users, Samsung TV Plus offers thousands of shows and movies on demand in one place.

Samsung TV Plus provides users with instant access to content without additional sign-ups or payment. Originally rooted in Samsung’s TV ecosystem, the service has grown into a global media platform that extends the value of Samsung’s hardware leadership into everyday viewing. 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 lineup with support for Google Cast^[5]on select models, including Mini LED, Neo QLED and Crystal UHD TVs. The feature allows users to stream videos, music and other content directly from compatible smartphones and tablets to the TV, adding more flexibility to the viewing experience.

Google Photos^[6] memories is now available on eligible 2026 Samsung TVs^[7], giving users a new way to relive their favorite moments on the big screen.^[8] 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.

For more information about Samsung`s 2026 AI TV lineup, please visit www.samsung.com.

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

[2]Source:Vision AI Companion (VAC): Information based on current viewing is only available on Samsung TV Plus channels. Provides AI-created content, with accuracy not guaranteed.

[3]Availability and performance may vary dependent on content source.

[4]According to Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014.

[5]Google Cast is trademarks of Google LLC.

[6]Google Photos is trademarks of Google LLC

[7]Features and availability may vary by model and region

[8]Available on all models U8000H and above including OLED

This evolution was on full display in London this week, as Samsung celebrated the upcoming summer of sport and its #WatchItOnASamsung campaign with an exclusive event: In Conversation with Thierry Henry.

Football legend Thierry Henry joined journalist Ben Jacobs for an exclusive discussion exploring the beautiful game, looking beyond the pitch to see how fans truly experience it.

Seeing the Game Differently

The event gathered media, creators and industry voices across Europe, who then had the opportunity to try Samsung’s latest visual display innovations for themselves. Through live demonstrations designed to mirror real matchday conditions, Samsung showed how new technology is redefining how fans experience matchday, whether they are at home, with friends or at their local venue.

To open the event, Henry reflected on his love for football growing up, and how his experiences as a player, coach and analyst shaped his view of this new era of football. For elite players, football is defined by split-second decisions, movement and awareness – moments where everything can change in an instant. When the viewing experience falls short, those details can get lost. For fans, they are what creates tension, drama and connection in every match.

His perspective set the tone for what followed: a closer look at how technology is now able to capture those moments in the highest quality, bringing fans closer to the action than ever before.

Where Every Detail Counts

Samsung’s latest display technologies are designed with this in mind. MicroRGB, shown during the event, takes a new approach by generating colour directly from microscopic red, green and blue LEDs rather than relying on traditional backlighting. The result is more precise contrast and colour, helping preserve detail even during rapid play.

At the event, large-screen displays and glare-free OLED technology recreated real matchday conditions to reflect how people actually watch games – often with ambient light, distractions and multiple viewers.

Attendees saw firsthand how Samsung’s display innovation translates into sharper ball tracking, clearer player movement and a more consistent experience across environments. Ultimately, it’s about preserving the integrity of the game, wherever and however it’s watched.

AI Subs In, Quietly

If picture quality is about preserving key moments, AI is what ensures they are experienced at their best. The next shift lies in how televisions respond in real time to what’s on screen.

Across demonstration zones, Samsung’s AI-powered features worked quietly in the background to show media and creators the real difference in AI-optimised viewing. Tools like AI Football Mode and AI Sound Controller Pro automatically adjusted picture and audio to enhance motion clarity, balancing sound and reducing distractions for a clearer, more engaging way to watch a match.[1]

Features like these, along with the introduction of Vision AI Companion[2], point to a broader evolution. Rather than individual features working alone, Vision AI Companion positions the television as an intelligent system that understands content, environment and user preferences all at once.

This reflects Samsung’s wider direction: moving beyond isolated intelligence into a more holistic approach to AI, where devices work together to anticipate needs and adapt accordingly. The result? A more personalised, intuitive experience where AI acts as your companion. And for the fans, it means a better way to watch high-intensity moments all summer.

From Stadium to Screen – What’s Next

Technology is expanding what’s possible when enjoying the biggest sporting moments. Advances in display technology, sound quality and the integration of AI mean the viewing experience is more tailored and enhanced than ever before.

While the way we watch football continues to evolve, some things remain unchanged, the atmosphere, the people you’re with, and the shared love of the game. That sense of connection was clear during the evening of the event, as guests came together to chat, reflect on the day’s conversations, over drinks and matchday-inspired menu, a reminder of football’s unique ability to bring people together.

Whether through clearer visuals or technology that adapts in real time, the goal is always to seamlessly capture the moments that matter, so the feeling of matchday stays with you long after the final whistle.

[1] Feature availability and performance may vary depending on the content viewed and the apps used.

[2]  Information based on current viewing is only available on Samsung TV Plus channels. Provides AI-created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and s are recognized. This feature provides AI-created content, with accuracy not guaranteed—please check results. Requires certain Bluetooth remote (sold separately on some models). Inbox remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible by the AI button, or by the Home button (long press) on the remote control without an AI button.

As a major summer of football approaches fans across the UK are gearing up to support their favourite teams. While many fans will be supporting outside of the stadium, new research from Samsung Electronics reveals that not all match day experiences are created equal.

The survey showed that with many fans watching in local venues, the top priority for match days is TV picture quality (83%), ranking higher than location convenience (80%), atmosphere (79%) and quality of food and drink (64%).

More than eight in ten (86%) of British football fans surveyed said watching a match together makes them feel part of a community. The community aspect is a key factor for sports fans, with almost half (43%) saying that who they watch a match with matters when watching a major tournament.

Quality time or viewing quality?

The desire for community remains strong. Most fans watch major tournaments together whether at home with family (54%), with friends (30%), or at a pub (41%).

Despite this clear desire to share the matchday watch, the quality of the viewing experience is holding many venues and homes back from being the go-to matchday set-up. In fact, more than eight in ten (82%) fans say picture and sound quality directly impacts how much they enjoy a major match.

Almost two-thirds (65%) of football fans have experienced some form of disruption while watching a major match at a venue, including:

• Blocked or restricted viewing angles: 29%
• Commentary volume unclear or inconsistent: 25%
• Glare or sunlight reflection affecting screen visibility: 23%
• Sound slightly out of sync with the action: 23%
• Screen not bright enough during daytime matches: 18%
• Difficulty tracking the ball clearly: 17%

Closing the gap in the match day experience

These issues are influencing where fans choose to watch the big game, prompting some to leave venues early, not return, or leave a venue to find a better TV viewing experience elsewhere.

Two thirds (66%) of football fans said they would visit their local community hub, pub or sports club more often if it improved its viewing experience. Almost three in five (59%) fans surveyed feel proud when their local venue is considered the ‘go-to place’ to watch live sport matches.

As fans look for experiences that combine both atmosphere and quality, it’s clear that most are looking for a match day experience that balances viewing quality with community spirit.

The research comes as Samsung marks 20 consecutive years of being the global No.1 TV brand[1], continuing to deliver immersive match day experiences whether in a local venue or at home.

To celebrate this milestone, Samsung has partnered with football legend, Thierry Henry to support its #WatchItOnASamsung campaign, focused on Samsung’s ongoing commitment to delivering high-quality matchday viewing experiences this sporting season – whether you are in your local venue or at home. In fact, more than half of fans surveyed (57%) said a Samsung would be their preferred TV to watch a football match on.

Henry will help the brand to showcase its latest TV innovations across its Micro RGB, OLED and Neo QLED range, from glare free technology to AI Football Mode & AI Sound Controller Pro – which allows users to adjust audio, such as muting background crowd noise – in a series of branded films and an exclusive event.

“Football is all about bringing people together whether you’re watching at the stadium, at home or at your local venue. But it’s also a game where split-second moments can change everything, so the quality of how you watch is just as important as the match itself,” Thierry Henry commented.

“Football, like all sports, brings people together to create shared moments and memories for fans across the world. However, as technology evolves, so do expectations and viewing habits. One thing remains true no matter how you watch live games, highlights, or key sporting moments, and that is that you always want the highest quality viewing experience,” shared Dan Harvie, VP of Home Entertainment and Appliances at Samsung UK.

“Our research also underlines the importance of community and how watching live sport together is as important as it ever was. Our latest ‘Raise The Bar’ campaign is all about supporting your local pubs and venues with the latest Samsung TVs and sound devices so the community can benefit from the best equipment possible and everyone can enjoy the exciting summer of sport together.”

Celebrating the role of shared matchday moments, fans can find out more about the ‘Raise The Bar’ campaign and vote to support their local venue at watchitonasamsung.com.

For more information on the latest range of Samsung TVs, please visit: https://www.samsung.com/uk/tvs/all-tvs/

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

Samsung Electronics Co., Ltd. today announced the global launch of the 32-inch Samsung Spatial Signage (SMHX model), adding a compact format to its glasses-free 3D commercial display lineup. Designed for narrow shelves and counters, it gives brands a flexible way to present product-focused content in full 3D rotation.^[1]

“The 32-inch Spatial Signage makes immersive 3D accessible across a much wider range of commercial environments,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Combined with our growing portfolio of displays and solutions, the new model reflects Samsung’s commitment to building a connected commercial display ecosystem that customers can rely on, wherever they operate.”

Smaller Format, Bigger Impact at Shelf Level

The 32-inch model follows the global rollout of the 85-inch Spatial Signage earlier this year. While the 85-inch model is designed for large, high-impact retail installations with life-size product visuals, the 32-inch model brings the same glasses-free 3D experience to shelves, counters and other compact spaces.

Suited for a wide range of environments, including retail, public spaces, entertainment venues, education and hospitality, the smaller format brings immersive 3D content to places where close-up visibility matters most. The 32-inch Spatial Signage helps highlight featured products, promotional content, exhibit information, campus messaging and other high-impact content.

Spatial Signage uses Samsung’s patented 3D Plate technology, which applies binocular parallax to deliver different images to each eye, creating cinematic depth without 3D glasses. It retains full clarity while showing all sides of a product in realistic 360-degree rotation.

Weighing just 8.5 kg with a sleek 49.4 mm slim profile, the 32-inch model features FHD resolution (1,080 x 1,920) in a 9:16 portrait format. Unlike bulky box-type 3D displays, it is lightweight, easy to install and compatible with industry-standard VESA wall mounts for wall or stand placement, much like conventional signage.^[2]

Spatial Signage has earned industry recognition, including a CES 2026 Innovation Award in the Enterprise Tech category and a Silver award at the Edison Awards. Going forward, Samsung plans to further expand the Spatial Signage lineup with new sizes, including a 55-inch model.

More Control and Creativity With Samsung VXT

Samsung also announced new updates to Samsung VXT, its cloud-based digital signage platform.^[3] The update brings new capabilities to Samsung’s full digital signage portfolio,^[4] including Spatial Signage. Businesses can use VXT to manage connected screens across multiple locations, schedule and automate content delivery and create signage-ready video content directly within the platform.

To further enhance remote management, Samsung has added scheduling capabilities to screen presets, allowing screen settings such as brightness, volume and on/off timers to be applied across connected displays at a designated time or according to a set schedule, including outside operating hours. VXT also includes Smart Download, which helps minimise network traffic load by enabling content to be downloaded by some screens and shared with other connected screens on the same network.^[5]

Released earlier this month, AI Studio app enables users to create signage-ready videos from a single product image and a text prompt, with an option to upscale output to 4K UHD resolution at 60 frames per second. The app also includes an option to optimise content for Spatial Signage to enhance the overall 3D viewing experience.

Samsung VXT has also expanded its content management capabilities with the following features:

• Event now includes automated content transitions, adding new event types, like weather conditions. This allows businesses to automatically display content based on real-world weather^[6] For example, signage can promote rain gear in wet weather and switch to sun hats in sunny conditions, allowing businesses to manage content more dynamically across different scenarios.

• Multiple Takeover enables synchronised content transitions across all linked screens based on a preset schedule and playback cycle, allowing centralized control over large-scale content campaigns.

• Streaming Widget enables real-time streaming of live broadcast content directly on connected displays, with support for closed caption settings.

Samsung’s continued focus on advancing both display hardware and platform capabilities has contributed to its position as the world’s No. 1 commercial display provider for 17 consecutive years.^[7] For more information, visit www.samsung.com.

[1]Now available in Korea, the 32-inch Spatial Signage will roll out to global markets throughout 2026. Availability of Spatial Signage may vary by size and region.

[2]Spatial Signage supports wall mount installation. Wall mount and stand accessories are sold separately.

[3]Samsung VXT is sold separately and availability varies by region. Additional usage fees may apply for certain apps within the platform.

[4]Samsung VXT is available on signage running Tizen 4.0 or above.

[5]Smart Download is supported on signage running Tizen 6.5 or above.

[6]Weather data is sourced through The Weather Channel (TWC) widget.

[7]Omdia Q4 2025 Public Display Report, by unit sales. Excludes Consumer TVs. Omdia. For general information only; not an endorsement/certification/recommendation; no liability for reliance.

▲ “Autoportrait” (1929) © Tamara de Lempicka Estate, LLC / ADAGP, Paris

Samsung Art Store introduces 22 works by Tamara de Lempicka, a defining Art Deco artist. Renewed interest in the style — often linked to a broader “Neo-Deco” revival — is bringing her signature aesthetic back into the spotlight for a new generation of design-conscious audiences across interiors and fashion.

Known for bold compositions, sculptural forms and refined elegance, Lempicka’s work captures early 20^th-century modernity. With clean lines, striking geometry and polished surfaces, her style continues to influence contemporary art, fashion and design.

The collection includes some of Lempicka’s most celebrated pieces such as the iconic “Autoportrait” (1929), a self-portrait painted in Paris and commissioned by the German fashion magazine Die Dame to celebrate women’s independence. Also featured is “St. Moritz,” a sharply composed portrait showcasing her distinctive, highly stylised approach. A selection of still lifes further highlights the breadth of her practice, demonstrating her versatility across subjects while maintaining a cohesive visual identity.

▲ “St. Moritz” (1929) © Tamara de Lempicka Estate, LLC / ADAGP, Paris, on The Frame Pro.

“At the heart of Tamara de Lempicka’s work is a powerful sense of identity, elegance and modernity,” said Marisa de Lempicka, President of the Tamara de Lempicka Estate. “It is important for us to continue sharing that vision in ways that resonate with contemporary audiences. This collaboration with Samsung Art Store enables her work to enter new spaces.”

With the addition of Lempicka’s work, Samsung Art Store expands its portfolio in step with evolving design trends — offering new ways to personalise living spaces with culturally relevant art. The collaboration also reflects the platform’s commitment to accessibility, bringing diverse artistic voices into everyday environments and broadening engagement with significant pieces.

“Tamara de Lempicka’s work has a timeless quality that feels especially relevant as Art Deco comes back into focus,” said Marta Di Gioia, Curator for Samsung Art Store Europe. “The work retains its boldness and modernity without losing its original edge.”

For nearly a decade, Samsung has shaped the future of art in the home. Introduced in 2017, The Frame — the world’s first Art TV — transformed blank screens into curated canvases. By 2025, the Art TV lineup expanded to include Neo QLED, Micro RGB and Micro LED, with OLED^[1] joining in 2026. Samsung Art Store^[2] now reaches more TVs than ever, offering a growing catalog across genres and periods and reshaping how people discover and enjoy art.

[1] S99H only.

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

Samsung Electronics proudly presents a new art collection in Samsung Art Store, created in partnership with the Maria Prymachenko Family Foundation.

Now, the artist’s masterpieces will grace the homes of owners of The Frame and Neo QLED TVs.

Maria Prymachenko is one of Ukraine’s most celebrated artists – a visionary whose work transcends time, rooted in imagination, nature, and love.

Her mission was to make the world a better place – and she did so through her art.

In her paintings, fantastic beasts roam, magical flowers bloom, birds spread their wings, and goodness always triumphs over evil. Her works preserve the memory of her ancestors, the voice of tradition,   and a profound belief that even in dark times, the world can remain full of light.

Today, her paintings are exhibited in leading museums around the world – and thanks to Samsung Art Store, anyone can now enjoy them right at home^[1].

Maria Prymachenko Art Collection in Samsung Art Store

The collection features some of the artist’s most renowned works, showcasing the many facets of her distinctive style.

My Home, My Truth

The Dove Spread Her Wings, Wishing Peace on Earth

Ukrainian Art Goes Global

The arrival of Maria Prymachenko’s works in Samsung Art Store marks a significant cultural milestone.

Now, alongside masterpieces by Van Gogh, Monet, Dalí, and Basquiat, millions of users worldwide can discover Ukrainian art.

“It’s a great honor for us that Maria Prymachenko’s artworks are now part of the global art community within Samsung Art Store. This is not only recognition of her artistic genius but also an important step toward promoting Ukrainian culture on the world stage,” said Samsung Electronics Ukraine.

“The mission of the Maria Prymachenko Family Foundation is to preserve and spread the artist’s legacy. Collaboration with Samsung allows us to open her unique world to millions of people in different countries. It’s another step toward making Ukrainian art heard among the most iconic names of the 20th century,” said the Prymachenko Family Foundation.

Samsung Art Store already brings together collections from the Metropolitan Museum of Art in New York, Tate in London, Prado Museum in Madrid, and Belvedere Museum in Vienna.

Now, Ukraine’s voice joins this global chorus – through the vibrant and soulful universe of Maria Prymachenko.

The Samsung Art Store app offers the perfect way to transform your TV and decorate your home with a masterpiece suited for any season, celebration, or mood.

You can choose from over 3,500 artworks by more than 800 artists, including a special collection of 12 works by Maria Prymachenko.

The Samsung Art Store is available on Neo QLED 8K, Neo QLED, QLED, and The Frame TVs, powered by Samsung Vision AI – a technology that enhances picture and sound quality using artificial intelligence, now available across Samsung’s 2025 TV lineup.

These models also feature new personalised options that elevate the viewing experience for movies, shows, and sports.

With this collection, Samsung offers more ways than ever to turn your screen into a personal art gallery.

The Maria Prymachenko collection is now available exclusively in the Samsung Art Store for all Samsung Art TV users worldwide.

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

As the nation prepares for an exciting summer of sport, Samsung and ex-England football international Joe Cole are teaming up to offer UK pubs a tech upgrade. Through a national vote Samsung will be giving thousands of pounds worth of TV tech upgrades to pubs across the country so they can provide the ultimate viewing experience for their customers to enjoy.  

This is after 79% of UK pub landlords stated that a good TV is crucial to increasing their revenue during key sporting event such as those that are fast approaching this year. However, financial pressures and rising costs mean investment in high-quality viewing tech remains a challenge for them. Pub and bar closures have doubled during the past five years as operators battle increased running costs and taxes.^[1]

New research from Samsung confirms watching football at the pub remains a key part of British culture, with 4 in 10 (40%) Brits watching most major football tournaments at their local. A further 86% agreed that watching it together makes them feel part of a community.

This summer, UK pubs are therefore set to see a surge of football fans eager to watch the games, with 87% of landlords noting that major football tournaments are vital for increasing their revenue – reporting an average increase of £11,000 revenue per pub during these periods and an estimated additional £495m revenue across the UK pub industry as a whole.

For these football fans across the country a venue’s quality of tech is essential, as pub-goers increasingly prioritise those with premium TV screen to ensure that they don’t miss a moment – with 60% letting it dictate their choice of pub.

A third (33%) of landlords want to invest in a new TV and sound system but simply can’t afford it, with six years being the average time since landlords across the nation last upgraded their TV. This could cost pubs dearly, with 97% of Brits admitting they would leave a pub during a match if the TV was of poor quality.

In fact, the study also reveals that Brits consider the screen and audio set up the most important consideration when choosing a venue to watch sport (39%), food available (30%) and beers on tap (23%).

A huge 74% of Brits have stated their local or favourite pub needs a better TV in time for the summer of football. Samsung’s ‘Raise The Bar’ campaign offers a golden opportunity for venues to upgrade their tech in time for kick off, supporting venues in driving footfall and bringing communities together this summer. By providing brand new Samsung TVs fans it will ensure fans have the ultimate viewing experience so they don’t miss key moments and are able to watch everything perfectly whether its key tackles, VAR decisions or goals.

Backed by Joe Cole, the England legend is calling on the nation to rally behind their local pubs and nominate them to win the thousands of pounds worth of brand-new equipment. In addition to tech makeover, Samsung will support venues and pubs across the country with advertising support to drive footfall during a key period. Collectively, Samsung will be putting more than £50,000* towards local pubs and venues across the country, supporting communities across the nation.

Joe Cole said: “Local pubs are at the heart of our communities, especially when it comes to football. There’s nothing quite like watching a big game down the pub surrounded by mates and the atmosphere can make all the difference.

“Having a quality TV setup that you can trust is an important part of that experience as it keeps everyone in the moment. This initiative is about giving local pubs the tools they need to bring people together and create those unforgettable match day memories.”

Zeena Hill, Senior Marketing Director for Home Entertainment & Appliances at Samsung UK, said: “Local pubs and venues across the UK play a vital role in bringing communities together, especially during major sporting moments. At Samsung, we are focused on providing a high-quality viewing experience no matter where you are. We’re proud to be supporting communities across the UK and give them the opportunity to upgrade their technology to provide the best possible match day experience to their customers.

“Our aim is to help give this vital part of the hospitality sector a helping hand where it’s needed, all the while providing fans with a good reason to support their local to enjoy the exciting summer ahead, together.”

With a ‘squad’ of eleven being chosen from the customer voting process, 10 of those chosen will get their hands on a brand-new Samsung TV worth £3,000 alongside local marketing support from Samsung to help drive some football footfall and awareness. In the final stages of the campaign the squad of venues will be driving further voting to engage their local community. From this, one lucky venue will receive a transformative tech upgrade and pub makeover worth more than £10,000 including dedicated media support.

The initial vote opens at 8am today, Friday April 17, and will run until 5pm on Wednesday, May 20. To get behind pubs in need of support football fans should visit watchitonasamsung.com to nominate their local. A shortlist of eleven pubs and venues that have made it to the final stage will be unveiled on Thursday April 30, after which there will be the opportunity for fans to cast their vote for one final pub to benefit from a full tech makeover and support of a revamp. After the end of the voting period the winner and 10 runners up announced by Thursday, May 21, 2026.

Watching football together creates a sense of community and unforgettable shared memories, no matter the final score. There’s no better way to catch the game than on a Samsung TV, offering the most premium viewing experience for fans this summer.

[1] UHY, 23 March 2026

Samsung Electronics Co., Ltd. today announces a new partnership with football legend Thierry Henry as part of its pan-European campaign marking 20 years as the Global No.1 TV brand^[1]. Launching ahead of a major summer of sport, the campaign will celebrate how technology brings fans together to enjoy the game.

Rooted in the idea that football brings communities together, the campaign will introduce the brand platform, and showcase Thierry’s preferred way to watch sport, on a Samsung.

Whether watching at a local venue with friends or from the comfort of your home, the campaign will celebrate football as it’s meant to be experienced: together – elevated by premium TV experiences that transform matchday moments into lasting memories.

Ex-Arsenal and French national player, Thierry Henry, said: “For me, how you watch sport matters just as much as the sport itself. This campaign will show how technology can really elevate those moments, whether you’re watching football at a local venue or at home, it’s always better when you watch it on a Samsung.”

Zeena Hill, Senior Director of Marketing at Samsung UK and Ireland, said: “For 20 years Samsung has been at the heart of how people have experienced some of the most memorable sporting moments around the world. Football has a unique power to bring people together whether that’s watching your TV in a family living room or in a public space. This campaign with Thierry Henry celebrates these shared moments that we all love and enjoy. Because when it matters most, it’s not just what you watch but how you watch it.”

With excitement building ahead of a summer of international football, there has never been a better time to discover how Samsung TVs can elevate the viewing experience. For more information, please visit: https://www.samsung.com/uk/tvs

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

Samsung Electronics Co., Ltd. today showcases its latest generation of AI-powered screens and connected experiences at Inside Samsung – The First Look Europe in Frankfurt, building on two decades of leadership as the world’s number one TV brand ^[1]

Samsung continues to redefine home entertainment through pioneering display innovation, including the introduction of Micro RGB technology, alongside advanced AI-driven features designed to make screens more intelligent, personal, and seamlessly integrated into everyday life.

“At Samsung, innovation is never just about what’s new – it’s about continuously challenging ourselves to bring the best viewing experiences, wherever and whatever you’re viewing.” said Benjamin Braun, Chief Marketing Officer, Samsung Europe.

“For 20 years, we’ve been the world’s number one TV brand by continuously challenging our own standards – from design-led moments like the Bordeaux TV back in 2006 to breakthrough display technologies like QLED and Neo QLED.

“These technologies come from years of engineering, design thinking and relentless innovation to form something beautiful. Today, we’re opening the next chapter of that with Micro RGB and a host of AI-powered experiences that make our screens more intelligent, more inclusive, and more personal than ever before.”

“For the past 20 years, Samsung has always led the TV market with a challenger mindset,” said Charlie Bae, Director of Product Business Management for TV & Sound Devices at Samsung Europe. “That mindset continues today. At Inside Samsung The First Look Europe, we’re proud to introduce Micro RGB and a new wave of AI-driven innovation to the European market that pushes the boundaries of what people expect from a TV.”

Introducing Micro RGB – A New Era of Display Technology

At the core of Samsung’s 2026 lineup is Micro RGB, a breakthrough in display engineering that redefines how colour is produced on screen.

Unlike conventional TVs that rely on white backlights and colour filters, Micro RGB uses individually controlled red, green, and blue LEDs – each smaller than 100 micrometres – to produce colours directly.

The result is a premium viewing experience, with exceptional brightness, contrast, and true-to-life colour reproduction – achieving 100% colour coverage of the BT.2020 standard.

Initially introduced with a 115-inch model, Samsung is expanding the Micro RGB range in 2026 with a new 130-inch flagship display, alongside a broader lineup spanning 55”, 65”, 75”, 85”, and 100-inch sizes, bringing this next-generation technology to more homes than ever before.

Enhancing the experience further is the Micro RGB AI Engine, which optimises picture and sound in real time, frame by frame. By precisely controlling brightness, contrast, and shadow detail, it delivers a deeply immersive and natural viewing experience across all types of content.

The Micro RGB range will be available in Europe from May.

Smarter, More Personal Screens with Vision AI Companion

Samsung’s 2026 TVs introduce Vision AI Companion, an intelligent layer designed to make interacting with your TV more natural and intuitive.^[2]

With advanced natural language understanding, users can ask their TV for information, recommendations, or assistance in real time – whether it’s watching a nail-biting football match, retrieving recipes from a cooking show, or finding local experiences inspired by what’s on screen.

AI-driven features include:

• AI Picture Optimisation: Samsung’s AI processor analyses the type of content being played, then optimises picture and sound to match – whether that’s optimising for pitches or tracks, its goal is to use the best colours for the action showed.
• AI Sound Controller Pro: the first solution to let you customise every element of your TV’s audio mix in real time all with simple, contextual voice commands.
• AI Football Mode: gives you the best seat for all the action, recognising the game on screen and optimising settings for a stadium-like experience right in your living room.

Importantly, Vision AI Companion is available across the 2026 TV lineup – including UHD models.

Expanding OLED Innovation with Glare-Free Viewing

Samsung continues to evolve its OLED lineup in 2026, expanding its Glare-Free technology across more models, including the S90H, S95H, and S99H.^[3]

By reducing reflections without compromising colour accuracy, Glare-Free technology ensures a consistent, true-to-life viewing experience in any lighting condition – whether watching daytime content or evening sporting events.

The flagship S99H also introduces a refined design with a Zero Gap wall mount, enabling a sleek, near-flush installation that enhances both aesthetics and ease of setup.

Screens Designed for Every Lifestyle

Samsung continues to reimagine the role of the TV within the home, with products designed to reflect individual lifestyles and spaces.

The Frame Pro builds on Samsung’s iconic lifestyle TV, combining glare-free Neo QLED picture quality with art-inspired design and a Wireless One Connect Box for a cleaner, more flexible setup.

Samsung also showcases the Movingstyle, a portable, all-in-one smart screen with a built-in battery and touch interaction, designed to move effortlessly between spaces, from living rooms to home offices, reflecting the evolving, flexible nature of modern living.

Immersive Audio and Design

Samsung’s latest audio innovations complement its display leadership, with the introduction of Music Studio 5 and 7, on sale from May 2026, Wi-Fi speakers designed in collaboration with Erwan Bouroullec. Combining refined aesthetics with high-fidelity sound, they bring a new level of warmth and expression to home audio.

For larger gatherings, Sound Tower delivers powerful, room-filling sound with dynamic Party Lights function, allowing you to personalise the colours of your team ahead of a major summer of sport this year.

Built for the Future: Security and Longevity

As AI becomes central to the home experience, Samsung is reinforcing its commitment to security and long-term value.

All 2026 TVs are protected by Samsung Knox Security^[4], safeguarding personal data and connected devices, while offering seven years of Tizen OS upgrades, ensuring continuous access to the latest features, AI capabilities, and security enhancements.

Redefining the Future of Home Entertainment

With Micro RGB, Vision AI, and a continued focus on design and personalisation, Samsung is entering a new era of display innovation.

By combining cutting-edge technology with meaningful user experiences, Samsung is not only maintaining its position as the world’s leading TV brand – but continuing to push the boundaries of TV technology.

For more information on Samsung’s full range of AI-enhanced TV line-up, visit: https://www.samsung.com/

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

[2]Availability, supported features and user interface may vary by country, region, model and viewing conditions.

[3]Verified ‘Glare Free’ performance by UL Solutions, based on Unified Glare Rating (UGR) assessments. Verification issued when: Reflection Glare UGR ≤ 10, Discomfort Glare UGR ≤ 22, and Disability Glare UGR ≤ 34.

[4]Please see this website for more information: https://www.samsungknox.com/en/secured-by-knox

Samsung Electronics Co., Ltd. today announced a new 14-metre standard size for its Onyx (ICD model) cinema LED lineup at CinemaCon 2026, expanding the platform into larger premium auditoriums. The new model is designed for Premium Large Format (PLF) theatres and delivers the same picture quality, reliability and scalability that define the Onyx platform at a larger scale.

As cinemas raise the bar on premium, differentiated experiences, larger-format auditoriums are becoming a key priority for exhibitors. Samsung’s new 14-metre format^[1] is designed to meet this demand – enabling greater immersion, optimised seating layouts and more efficient use of theatre space.

“People go to premium theatres for something they cannot recreate at home,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “That raises the bar for every part of the auditorium, starting with the screen. Samsung’s new 14-metre Onyx gives exhibitors a way to bring the premium experience to larger auditoriums, helping turn moviegoing into a superior, immersive experience.”

Expanding Premium Cinema Experiences with Screens Up to 20 Metres

Since its debut in 2017, Samsung Onyx has broadened what cinema LED can deliver with deep blacks, rich colour and striking contrast. Following last year’s launch of the 5-metre model for boutique theatres and the 10-metre model for premium auditoriums,^[2] Samsung is now expanding the lineup with a 14-metre standard size designed for larger theatre environments.

The new model brings the same core Onyx experience including support for up to 4K 120Hz,^[3] providing exceptional clarity and ultra-smooth motion while introducing two further distinctions tailored to the 14-metre format:

• 3.3mm pixel pitch: optimised for the 14-metre format to deliver sharp, consistent image quality on a larger screen.

• Flexible scaling support: enables the 14-metre format to expand up to 20 metres – more than doubling total screen area without compromising presentation quality. Individual LED cabinets can be added to the sides and bottom to achieve the desired size, creating a seamless, floor-to-ceiling visual experience.

As the world’s first DCI-certified cinema LED display,^[4] Onyx supports both scope (2.39:1) and flat (1.85:1) aspect ratios. Samsung’s HDR technology delivers peak brightness of up to 300 nits, approximately six times brighter than conventional cinema standards.^[5] Onyx also achieves 100% colour volume at peak brightness, while its infinite contrast ratio enables true black levels for deeper immersion and greater detail in dark scenes.

Beyond traditional movie screenings, Onyx is also well-suited for alternative content such as live sports, concerts, gaming events and corporate presentations. Unlike conventional projection-based systems, the Onyx LED screen delivers consistent brightness and image quality regardless of screen size or seating position. Compatibility with Dolby and GDC media servers also helps support streamlined theatre management.

Onyx Builds on Global Adoption Across Premium Cinemas

Since launching the latest Onyx lineup (ICD model) last year, Samsung has expanded its presence in premium cinema through growing exhibitor adoption and high-profile installations. One of the latest examples is Pathé Dar Essalam in Rabat, Morocco, where the latest Onyx has been installed as part of a newly developed premium cinema complex in the city’s luxury district.

Designed in collaboration with Pathé’s headquarters, the venue is positioned as a flagship destination comparable to Pathé Palace in Paris, with all four auditoriums equipped with Onyx displays in 10-metre, 5-metre and scaled 6.4-meter configurations. With 12 Onyx screens in total, including four of the latest Onyx screens, Pathé now operates more Onyx screens than any other cinema company in Europe.

Samsung’s momentum with the latest Onyx lineup also extends to the United States. In December 2025, Trilith Cinemas in Fayetteville, Georgia became the first U.S. theatre to premiere the latest generation of Samsung Onyx cinema LED screens, installing them across five auditoriums. Located in one of the country’s most active production communities, the theatre offers audiences a setting that matches the scale, visual detail and creative intent of the production process.

“The future of exhibition is driven by innovations that elevate how audiences experience film,” said Bo Chambliss, President of Georgia Theatre Company. “Partnering with Samsung to bring the latest Onyx Cinema LED to GTC Trilith Cinemas marks a meaningful step forward. With exceptional brightness, contrast, and colour accuracy, Onyx sets a new standard for image performance while remaining true to the filmmaker’s intent. Its reliability allows us to deliver a consistently premium experience for our guests – a natural fit for a location so closely connected to the creative community.”

Attendees at CinemaCon 2026 can learn more about Samsung’s latest cinema innovations at Samsung’s booth in Roman Ballroom 1&2 at Caesars Palace in Las Vegas featuring the latest Onyx cinema LED display, glasses-free 3D Spatial Signage, and a 115-inch digital signage display. Running April 13-16, CinemaCon is the official convention of Cinema United and the motion picture theater industry’s largest annual gathering.

For more information, please visit www.samsung.com.

[1]All measurements in metres and feet refer to screen width, while all measurements in inches denote diagonal

[2]All measurements in metres and feet refer to screen width, while all measurements in inches denote diagonal

[3]Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB.

[4]Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems.

[5] “Conventional cinema standards” refers to specifications established by Digital Cinema Initiatives (DCI) for traditional projection systems. Peak brightness of up to 300 nits is supported when used in conjunction with a DCI-HDR supported IMB.