A tenth of Gen X (aged between 45 and 60) say they haven’t learnt anything new in the past year, in stark contrast to the 58% of Gen Z who learn something different every week.

Still, over a million Gen X wish to go back to school, showing they are not finished with their education just yet. 47% say this is because they want to learn about upcoming technologies such as AI, and 31% feel they have an idea they would love to bring to life.

Samsung Solve for Tomorrow is a free, curriculum-linked programme that empowers 11–18-year-olds to design new solutions to help solve real-world problems using technology. With over a million adults aged 45–60 keen to return to the classroom, Samsung sent actor and presenter Larry Lamb back to school to explore how creativity and innovation can unlock new ways of thinking across generations.

In a new film, Larry’s perceptions of what young people get up to in school are flipped on their head. Lamb joined a group of students from Wembley High Technology College to brainstorm his own tech-for-good idea and discover how students use technology as a tool to make positive societal impact.

Speaking about his experience, Lamb said: “I’ll be honest, it caught me off guard how inspiring some of these young people are. I didn’t have access to competitions like Samsung Solve for Tomorrow when I was younger, and as I’m older, I find myself wishing initiatives like this were available to me. I started the day with a pretty clear idea of what I thought young people did in school, but that completely changed when I saw the incredible impact they’re capable of making, not just for the world today, but for our future too.

“Opportunities like this give young people more space to apply practical skills and make a change in the world. Whether it’s you, your kids, grandkids, or anyone else you know under 18, I’d urge you get them involved to help invent the future.”

This year’s competition focuses on three exciting themes: Smarter sport (tech that makes sport more fun, inclusive and high performing), Greener future (tech that protects our planet and supports sustainable living), and Safer online (tech that helps us stay connected, confident and in control). With tech prizes, work experience opportunities, and the chance to showcase student ideas on the iconic Piccadilly Circus big-screen, Samsung Solve for Tomorrow is a national competition designed to spark innovation in every classroom.

Commenting on the competition launch, Soohyun Jessie Park, Head of Corporate Social Responsibility at Samsung UK, said: “It was an extremely rewarding experience working with Larry for Solve for Tomorrow this year and seeing him interact and collaborate so our wonderful students at Wembley High. It was lovely to know that he came away from the experience with a much more informed opinion on what children today can learn in school and also how technology in young people’s hands can be a force-for-good when shaping the future with innovation.

“Our previous research shows that 85%** of young people believe a career in technology would allow them to contribute positively to society and we believe very young person deserves to feel like this. To recognize the need to support our next generation of innovators from a younger age, Solve for Tomorrow this year will be focusing on supporting school-aged children and young people, offering opportunities to access skills workshops, mentoring from Samsung and winning tech prizes and work experience opportunities.”

Applications are now open for young people aged 11–18 across the UK and Ireland to take part in the competition. Visit samsung.com/uk/solvefortomorrow to find out how schools can get involved and access free educational resources.

The event, hosted in Milan, attended by 60 participants, featured a dynamic showcase of ideas, workshops, and cultural activities. The finalists were joined by experts from Samsung and the International Olympic Committee (IOC) present as part of the joint initiative, Together for Tomorrow, Enabling People, aimed at engaging younger generations and creating a positive impact in the world through sport and technology. The experts mentored the teams to highlight the positive impact of youth-led programmes combining sport and technology to potentially solve societal issues. The Sport&Tech theme reflects a shared commitment of Samsung and IOC to inspire young people to become changemakers by combining the unifying power of sport with cutting-edge innovation, which also aligns with the IOC’s Olympism365 strategy, which leverages sport to promote sustainable development.

The Winning Teams and Their Innovations

• Curastep Raye & Sarah (UK). A Smart IoT biometric shoe to empower diabetes patients with foot problems to stay active.
• Liova, Evan & Simon (France). A eco-designed power bank using components from old devices.
• My Hormone, Petra & Zóra (Hungary). A comprehensive educational resource on female hormonal balance, addressing gaps in public health.
• SkillFIT, Alicia & Gabriel (Germany). An AI powered platform focusing on improving fairness physical education in schools
• VisionNex, Jakub & Jakub (Czech Republic). Affordable smart glasses to translate visual scenes into spoken descriptions to empower visually impaired people to be more active in their environments.

Samsung Electronics Chief Marketing Officer for Europe, Benjamin Braun and Samsung Electronics Italy’s Head of CRM and Media, Cristina Mangiarotti, shared valuable leadership insights and essential skills for their future projects.

The finalists were also supported by the IOC Young Leaders, Berber Swart, Sofia Bonicalza, Nicolo Di Tulio and Paul Bayetwho worked with students to strengthen their storytelling and pitching skills. The IOC Young Leaders programme is one of the IOC’s flagship initiatives designed to empower young people to drive positive change through sport, reflecting IOC’s mission and the Olympism365 framework.

5 Samsung Solve For Tomorrow Winners alongside (from the right Simon Sung, President and CEO Samsung Electronics Europe & on the left Louis Kim, President Samsung Electronics Italy, Daniel Park, Head of People Team Samsung Electronics Europe and Benjamin Braun, CMO Samsung Electronics Europe

“We are thrilled to see the incredible talent and creativity demonstrated by these young innovators”, said Benjamin Braun, Chief Marketing Officer, Samsung Electronics Europe. “The Solve for Tomorrow competition is a testament to the power of technology in driving positive change. We are proud to support these young innovators as they work towards creating a better future for all”

President and CEO of Samsung Electronics Europe Simon Sung said, “I am very proud that Europe is hosting the first ever regional Solve For Tomorrow competition. I am passionate about supporting the Olympism365 principles and the brilliant young people across Europe that are our future leaders. We want to grow participation in Solve For Tomorrow to create more opportunities like this in the future”.

“Olympism is not only about competition; it is about building a better world through sport,” said Ollie Dudfield, Associate Director of Olympism365 at the IOC. He congratulated Samsung for the Solve For Tomorrow programme and the Sport&Tech collaboration with the IOC, noting that “our shared vision through initiatives like Olympism365 empowers young people to use sport and innovation to tackle global challenges.” Dudfield encouraged participants to be proud of their journey, adding that “together, we can help create a healthier, more inclusive and better-connected world.”

The Winning Teams

“We had a lot of fun meeting new people and exploring Milan during the European Solve for Tomorrow competition. It’s been incredible to win with CuraStep. We can’t wait to see what’s next!” CuraStep

“We were so excited to take part in Solve for Tomorrow European competition. If you believe in what you do and invest yourself fully, it will come True!” Liova

“We have dreamt of reaching the top five with our My Hormone project since the moment we stepped into the European finals. Seeing our ideas come to life and sharing this moment with everyone who believed in us is an incredible feeling”.  My Hormone

“When students feel seen, they start to believe in themselves and if you really believe in yourself, you can achieve anything. Just like we did with our idea SkillFIT at the European Competition.” SkillFIT

“This was an amazing experience. It was great to hear other finalists from all over Europe and we are proud that our idea of AI powered smart glasses for the blind was selected among the 5 winning ideas.” VisionNex

All ten finalists took part in a three-day series of workshops and pitches in Milan.

About Samsung Solve for Tomorrow

The Solve for Tomorrow initiative encourages young innovators to develop creative solutions to global challenges using technology. The European competition marks a significant milestone in Samsung’s commitment to fostering innovation and empowering the next generation of leaders.

For more information about Solve for Tomorrow in the UK please visit: https://www.samsung.com/uk/solvefortomorrow/

LONDON – October 10, 2025 – Samsung Electronics Co., Ltd. announced today the 10 finalists of its inaugural European Samsung Solve for Tomorrow[1] Competition, which will take place in Milan, Italy, in late October.

The finalist ideas were selected by a panel of judges who evaluated candidates based on creativity (Idea), quality (Implementation) and impact (Scalability) — across different categories. These included Sustainability, Health, and “Social Change through Sport & Technology”.  This last one is one of this year’s Global Themes after being voted on by the public in the Together for Tomorrow, Enabling People community. The newly launched theme reflects a shared commitment to inspire young people to become changemakers by combining the unifying power of sport with cutting-edge innovation.

“The quality and innovation demonstrated by the entries from across Europe in our Solve For Tomorrow 2025 program was stunning,” said Benjamin Braun, Chief Marketing Officer of Samsung Electronics Europe. “The 10 finalists should be very proud of this achievement, and we are looking forward to welcoming them to Milan”.

The 5 winner teams of the competition will have the opportunity to travel to Samsung’s HQ in Korea in 2026 for a guided visit that will hopefully inspire their innovative minds.

The 10 finalist ideas and their representatives[2] are:

The Samsung Solve for Tomorrow program is active in 20 countries[3] across Europe, with each nation selecting their best ideas to solve community-level issues with technology.

Visit these websites for more information on Solve for Tomorrow: 

https://csr.samsung.com/en/program/samsung-solve-for-tomorrow

https://news.samsung.com/global/samsung-solve-for-tomorrow-introduces-global-themes-to-unite-student-innovators-worldwide

https://news.samsung.com/global/samsung-solve-for-tomorrow-meets-the-olympic-spirit-dreaming-of-a-new-future-through-technology-and-sport-with-the-ioc

https://www.olympics.com/ioc/news/together-for-tomorrow-enabling-people-ioc-and-samsung-launch-new-digital-community-to-engage-young-olympic-fans-and-drive-positive-change

Samsung CSR

[1] Samsung Solve for Tomorrow was launched in 2010 and is a global problem-solving platform where youth around the world use STEM (science, technology, engineering and math) skills to solve real-world issues in their communities to build a better future together. Over the past 15 years, almost 2.8 million students in over 68 countries have participated in the program. Launched in the United States in 2010, it began its European expansion in 2019, initially launching in Germany, Switzerland, and Italy. As of 2025, the program is now active in a total of 20 European countries, with approximately 38,000 participants in 2024.

[2] For those teams comprised of more than 2 people, they will be represented by the finalists featured in this press release.

[3] Austria, Belgium, Bulgaria, Czech Republic, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Poland, Romania, San Marino, Slovakia, Switzerland, The Netherlands, U.K.

LONDON, United Kingdom – August 1, 2024 – Samsung Electronics, a Worldwide Olympic and Paralympic Smartphone Partner, hosted an event with the International Olympic Committee(IOC) on July 31 in Paris to launch and promote a new digital community for people including the Olympic and Paralympic Games fans called “Together for Tomorrow, Enabling People”.

The event was held at SPOT24, a multi-use exhibition space in Paris dedicated to Paris 2024, and was attended by IOC President Thomas Bach, MD of the IOC’s Television & Marketing Services Anne-Sophie Voumard, Paralympic Committee(IPC) President Andrew Parsons, President and Head of Global Marketing Office at Samsung Electronics YH Lee, President of Samsung Electronics Europe Office Il-kyung Sung and Luc Abalo, a former gold-medal-winning French handball player and accomplished visual artist and participant in the Olympian Artists programme led by the Olympic Museum for Paris 2024.

A former Team Korea volleyball player, Yeon Koung Kim, Team GB Skateboarder Andy Macdonald, Australian Para-athlete Madison de Rozario, and UK contents creator and The Rapping Science Teacher, Matt Green are going to take part in this project as global ambassadors and to actively share content for Together for Tomorrow, Enabling People via social media.

The “Together for Tomorrow, Enabling People” project was developed by Samsung and the IOC to help Olympic and Paralympic fans around the world experience and engage with the Olympic Movement. The programme is especially focused on younger generations, with the new community designed around the goal of helping youth participants “solve, move and create in the spirit of the Olympic values.”

“Together for Tomorrow, Enabling People” introduces three new community-oriented initiatives. Solve Challenge integrates sport and Olympism with Samsung’s Solve for Tomorrow programme, a youth-focused social contribution program that empowers young people to design innovative solutions using sport and tech to address key social challenges aligned with the priorities of the IOC’s Olympism365. Move Challenge encourages fans of the Games around the globe to get up and walk more using Samsung’s smart mobile phone. Create Challenge lets participants get creative in an innovative digital artists’ community through Samsung’s smart device and S pen.

At the launch event, 10 teams that excelled in Samsung’s Solve for Tomorrow programme were announced as “Together for Tomorrow, Enabling People” ambassadors. Throughout the Olympic and Paralympic Games Paris 2024, the ambassadors will showcase the solutions they’ve created to address social challenges and work to engage Olympic fans around the world. They will also collaborate with the IOC Young Leader — as well as diverse initiatives fostered by the IOC — to address solutions including the promotion of sustainable development.

During the “Together for Tomorrow, Enabling People” event, the ambassadors shared their Solve for Tomorrow projects designed to address real-world problems. A variety of innovative solutions were presented, ranging from help for people to overcome visual disabilities to new ways to promote worker safety.

“Samsung Solve for Tomorrow empowers high school students with the courage to change the world,” said Ngan Huu Kim Le, a member of the U.S. team that developed an insect-based environmental cleanup solution. “It’s an honour to take part and have a chance to present our solution to help build a brighter future for our planet here at Paris 2024 with prominent athletes from around the world.”

“I am impressed by the opportunities that “Samsung Solve for Tomorrow” has given to hundreds of thousands of young people to develop as future leaders,” said IOC President Thomas Bach. “They will be our innovators of tomorrow, and I look forward to seeing them tackle various challenges facing our world. We’re pleased to join with our Worldwide Partner Samsung to continue to work together to identify and support talented young people at the intersection of sport and technology through the “Together for Tomorrow, Enabling People” initiative.”

“This project — creating a program in which young people can directly participate and experience Olympic values — is a wonderful outcome from our long-standing collaboration with the IOC,” said YH Lee, President and Head of Global Marketing Office at Samsung Electronics. “We will continue to support young people to take on bold and meaningful challenges toward a brighter future.”

For more information about “Together for Tomorrow, Enabling People”, please visit https://olympics.com/togetherfortomorrow

Samsung’s lineup received 2022 Honoree accolades across the board, including for the 55-inch Odyssey Ark, the 49-inch Odyssey Neo G9, the 32-inch Odyssey Neo G8, the 34-inch Odyssey G8, the 32-inch Smart Monitor M8, and the 32-inch High Resolution Monitor S8. This marks the ninth accolade that Samsung monitors have received at this year’s CES, setting a new record for the lineup at the world’s largest electronics show.

Sponsored by the CTA, which owns and organises CES, the CES Innovation Awards program spotlights standout examples of design and engineering across multiple consumer product categories. This marks the sixth straight year that Samsung monitors have earned CES Innovation Awards, solidifying the company’s position as the global leader in the gaming monitor market.

Check out the infographic below to view this year’s complete list of award-winning monitors

Here, Junghoe Kim of Samsung Research ^[1]‘s Robot Center offers exclusive insights on the company’s latest robots.

Robotics: Reimagining Robots as Life Companions

Q: What is the theme for Samsung Research’s showcase at CES 2022?

The overall concept for Samsung Research at CES 2022 is “Digital, Meet Physical”. We’ve gone to great lengths to show how the personalized experiences that millennials and zoomers value can be seamlessly connected to the digital world.

To that end, the ‘house’ that we set up at CES was designed to resemble a digital world like a metaverse. Our AI ​​Avatar was created to identify users’ locations in the real world using UWB (Ultra Wide Band) location recognition technology, and interact with them through the nearest smart home product.

At this year’s CES, two types of companion robots will be introduced: the Samsung Bot i, an interactive robot, and the Samsung Bot Handy, a manipulation robot that can assist with household chores. They can help users by arranging a video conference for an urgent meeting, or by setting the table for a meal. Our CES 2022 booth demonstrates how AI and robots can come together to introduce innovative user experiences to the home of the future.

Q: What are some of the Samsung Bot i and Samsung Bot Handy’s most innovative features and technologies?

The Samsung Bot i is an interactive robot that utilizes balance control technology. It moves like a living being, making dynamic and life-like movements. When it’s next to the user, it moves alongside them and offers various forms of support. When it’s away from the user, it manages various tasks for them using its telepresence ^[2] function.

The Samsung Bot Handy is a robot that helps out with various household chores using manipulation^[3] technology. This enables the robot to recognize objects at home and skillfully pick them up. Whereas at last year’s CES, we showcased a technology that could pick up a single object based on learning, this year, we will introduce a scenario called “tableware handling”. This technology enables the robot to pick items up after recognizing multiple objects and analyzing the surrounding environment.

¹ Samsung Electronics’ advanced R&D hub, which leads the development of future technologies for its Device eXperience division.

² Refers to a virtual video conferencing system that makes participants feel as if they are in the same room.

³ Refers to the skillful manipulation of objects with hands. This includes picking objects up.

CES 2022 offers visitors and online viewers an opportunity to see for themselves how Samsung has been innovating for the future. From displays and home appliances, to products and services that raise the bar for innovation, the company’s showcase at the world’s largest technology show offers a peek at what our daily lives will look like very soon.

Samsung’s CES 2022 booth is full of eye-catching innovations. But which products and technologies will viewers and visitors absolutely not want to miss? To answer that question, Samsung Newsroom went straight to the source, asking the experts behind the innovations which ones they think deserve a closer look.

In part one of this two-part series, Telly Lee, Vice President of Samsung’s Home Appliances Division and Jungrae Kim of Samsung Electronics’ Visual Display Business will explain how Samsung designed its latest home appliances and projector to cater to consumers’ evolving lifestyles.

The Bespoke Kitchen: Home Appliances That Evolve in Line With Users’ Changing Lives

▲Telly Lee, Vice President of Samsung’s Home Appliances Division and Head of the Kitchen Product Planning Group, with Samsung’s Bespoke French Door refrigerators

Q: What can you tell us about the home appliance products and technologies that are being showcased at CES 2022?

We are going to focus on introducing the Bespoke kitchen, in which refrigerators and colours are unified to great effect. The Bespoke kitchen begins with our flagship Bespoke refrigerators. We’ve expanded the Bespoke range to FDR (French Door refrigerators) in the U.S. market in 4-door and 3-door models. This represents a significant expansion of our lineup following the release of Bespoke refrigerators in 4-Door Flex, Bottom Mount Freezer and 1-Door Column types in 2021.

One unique point of innovation for Samsung’s Bespoke refrigerator is the Beverage Center. Featuring a water dispenser hidden inside the door, the Beverage Center offers a convenient, hygienic solution that enables the fridge to feature a smooth exterior. Along with the new Bespoke refrigerators, we’re also showcasing other vibrant and colourful products that are part of the Bespoke kitchen like oven ranges and dishwashers.

These days, we’re seeing more customers in the U.S. choose modern designs for their kitchens. With Bespoke, we want to show that it’s possible to decorate your kitchen based on your individual tastes with a palette that includes colours that blend in with your interior, as well as accent colours.

At CES, we are also showcasing SmartThings Cooking, a service that introduces connected experiences to the kitchen. With this service, users can receive recipe recommendations and information to help them save time on both prep and cooking. SmartThings Cooking recommends recipes that fit your tastes and dietary restrictions, then builds meal plans to match. As you’re cooking, it also sends recipe instructions directly to synced Samsung cooking devices.

Q: What are some unique or attractive aspects of the new Bespoke offerings that you don’t want visitors at CES to miss?

First, I’d like to underline the expansion of the Bespoke range, which gives consumers who want their refrigerator to reflect their preferences in terms of colour and materials even more options to choose from.  Since launching Bespoke in the U.S. in 2021, we’ve seen continuous demand for this type of customization. Delivering on this is one of the reasons we added the French Door refrigerator to our 2022 Bespoke refrigerator lineup. The panels come in twelve colours, which means that there are over 20,000 possible colour combinations for a four-door refrigerator alone. I am confident that no other refrigerator offers customers this much choice.

Another can’t-miss aspect is the features. The Beverage Center, for instance includes a 1.4-liter AutoFill water pitcher, as well as a Dual Auto Ice Maker that holds up to 4.1kg of ice. What’s more, the FlexZone offers five different temperature modes to keep ingredients like meat, seafood, fruits and vegetables at optimal temperatures. These unique features help bring greater convenience to users’ daily lives.

Users also get to experience an even smarter kitchen with Family Hub, which is included in the latest Bespoke refrigerator lineup. By using the large screen on the front of the refrigerator users can enjoy music and videos in the kitchen and control kitchen appliances and smart devices too. With a screen that integrates seamlessly into the door panel, and with a highly aesthetic design and minimized bezels, the Bespoke Family Hub is capable of blending into any space.

Last but not least, we are introducing the Bespoke Atelier app that we first launched in Korea to the global market. The app offers access to more than 170 works of art from global artists, covering various periods, trends and themes. It recommends works of art and allows you to create your own gallery of sorts by customizing your display to suit your tastes. In addition, when users display an artwork in listening mode, they’ll be able to hear a description of the art with subtitles. This makes it feel like you’re enjoying a guided tour an art museum from the comfort of your kitchen.

▲ Samsung’s Bespoke Family Hub refrigerator

Q: Our way of life has changed dramatically over the past two years, with technology that connects people becoming more important as contactless ways of doing things increasingly become the norm. What kind of impact do you think the products and technologies showcased at CES 2022 will have on people’s lives?

As users have begun to spend more and more time at home, their lives have become more “home-centric”. We expect this trend to continue in 2022. At the same time, concern for sustainability continues to increase on the heels of events like the United Nations’ COP26 conference, and with environmental regulations being strengthened across the globe. With these shifts in consumer lifestyles and interests in mind, Samsung has been working to provide kitchen solutions that are “customized, smarter, and more sustainable.”

Our customized kitchen solutions cater to users who have been spending a lot of time in their kitchen and thus feel a stronger desire to remodel their space to reflect their tastes. By expanding our Bespoke lineup, we are providing a more diverse range of refrigerator types and colour options, helping users build customized kitchens that suit both their lifestyle and their interior design scheme.

Spending more time at home has naturally led to a rise in home cooking as well. To help make this easier by making kitchens “smarter”, Samsung introduced SmartThings Cooking, a tailored cooking journey service that does everything from looking up recipes to creating a diet plan and even shops for groceries. Powered by Whisk’s Food AI, SmartThings Cooking recommends your personalized recipe and meal plans based on your tastes, dietary needs and groceries you have on hand. The service also allows you to enjoy convenient one-stop grocery shopping with your favorite grocery retail brands available through the Whisk network. When it comes time to cook, SmartThings ensures a seamless cooking expreience while communicating directly with your smart Samsung kitchen appliances.

And with Family Hub, consumers can even utilise this service through the display on the front of their fridge while continuing to control other home appliances from it as well.

Finally, our kitchen solutions are becoming “more sustainable.” Bespoke refrigerators are built for high energy efficiency, and their replaceable door panels help extend their lifespans. Samsung continues to innovate on this front, seeking out ways to incorporate cutting-edge technology into our appliances while keeping sustainability in mind as well.

The Freestyle : Designing a projector that’s not limited by space

▲ Jungrae Kim of Samsung Electronics’ Visual Display Business proudly displays The Freestyle, a new portable screen introduced at CES.

Q: Could you walk us through how your team came up with The Freestyle?

Ever since the pandemic changed our daily lives, our personal spaces have become more and more important. This is particularly true of relaxing spaces like the bedroom, where we’re seeing more people using products for the purposes of entertainment. We’re also seeing more people utilise cozy and quiet spaces in their homes, as well as increased interest in spending time outdoors – by going camping, for example. We wanted to reflect these trends of our time in our products, and enable users to use them as they wish – anytime, anywhere, and regardless of space limitations. That’s how we came up with the personal, movable smart projector that is The Freestyle.

Q: What are unique points of the Freestyle?

The Freestyle was designed to offer users new levels of functionality. It’s easy to see what sets this product apart just by looking at it. To allow users to carry around every day, we designed The Freestyle to be lightweight, weighing just 830 grams. The fact that you can conveniently carry it with you wherever you go is its biggest advantage.

The Freestyle also features a simpler installation process. All users need to do is place The Freestyle wherever they want, and then turn it on. That’s it. The Freestyle comes with full auto keystone and auto leveling features, enabled by industry-leading technology. The features allow the device to automatically adjust to any surface at any angle, providing a perfectly proportional image every time.

Users can enjoy a seamless and continuous viewing experience by accessing their user accounts and settings for major OTT services. On top of that, we’ve also applied the industry’s first far-field voice control technology. So when it is turned on, users can search for content using just their voice. When the projector is off, they can use the device to listen to music or ask for the day’s weather just as they would with a smart speaker.

The Freestyle’s picture and sound quality – the most basic and important features of any display – also deserve a closer look. We applied Samsung TVs’ picture quality engine, and the white balance is adjusted automatically according to the colour and tone of the wall that is being projected to. We also applied dual passive radiators to produce deep, high-quality bass. This allows customers to enjoy a cinema-quality sound experience no matter where they are.

Q: In line with Samsung’s ‘Screens Everywhere’ vision, The Freestyle can be utilized in various ways for maximum convenience. What are some specific use cases for The Freestyle?

First of all, The Freestyle can be conveniently set up in a user’s bedroom. While lying in bed, before falling asleep, they can use the device’s integrated cradle to move the projection from the wall to the ceiling to continue watching a movie more comfortably. The Freestyle can also be placed lightly on a dining room table, transforming the room into a new space for entertainment.

In order to utilise spaces like this, our developers came up with a new installation solution that we applied to the product. Thanks to those efforts, users can also utilise the device on a tabletop or floor by connecting it to a standard E26 light socket[1]. There’s no need for a separate power supply or cable connection, so it can be used immediately.

For powering it up, The Freestyle is compatible with external batteries^[2] that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap.

Through close cooperation with Samsung’s MX (Mobile eXperience) Business, we’ve equipped The Freestyle with a button that syncs it with Galaxy devices. With just a push of a button, users can instantly use their Galaxy device as a remote control. They can also utilise mobile hotspots when no Wi-Fi networks are available. We’ve developed this product by paying close attention to even the smallest details, all to make the device just as convenient and easy to use outdoors as it is at home.

[1] Light socket connection feature will be first applied in US.

[2] USamsung is not liable for 3rd party external batteries.

“Samsung Home Hub brings seamless connectivity to the smart home and makes users’ lives easier by understanding their preferences and setting their home devices and smart appliances up accordingly,” said Hyesoon Yang, Executive Vice President and Head of Customer Experience at the Digital Appliances Business of Samsung Electronics. “The connectivity of our devices and the Samsung Home Hub’s intuitive interface allow everyone in the home to get through their to-do list quickly.”

Connecting a Broader Range of Devices

With Samsung Home Hub connecting to smart home appliances in every corner of the home, you can now manage your daily routine, handle chores and take care of your house, all on a single device. As a home controller, it gives you a sweeping view of your entire connected home and allows you to stay on top of everything seamlessly.

From launch, Samsung Home Hub will be able to connect to every product within the SmartThings ecosystem, including your Samsung smart appliances. Soon, you will also have direct connectivity to other devices in your smart home system, such as your lights and door lock system.

Customised Experiences With AI and SmartThings

For the first time ever, a broad array of customised, AI-based SmartThings services have been united and can be controlled from one dedicated device with the Samsung Home Hub. These SmartThings services fall under the categories of Cooking, Clothing Care, Pet, Energy and Home Care Wizard.

To make dinner time easier, SmartThings Cooking allows you to conveniently search for, plan, purchase, and prep weekly meals with Samsung Smart Appliances.  When it’s time to do the laundry, SmartThings Clothing Care connects to appliances like the Bespoke Washer and Dryer and the Bespoke AirDresser and provides customised care options based on your garments’ material types, your usage patterns and the current season. What’s more, SmartThings Pet allows you to check in on your pet with the smart camera on the Bespoke Jet Bot AI+.

To help you save on energy costs, SmartThings Energy[1] on the Samsung Home Hub analyses your usage patterns[2] and uses its AI-equipped power saving mode to help reduce your energy bills. And to stay on top of it all, SmartThings Home Care Wizard monitors all of your smart appliances, sends you notifications when parts need to be replaced and offers guidance if something goes wrong.

Elevated Usability With Bixby

Samsung Home Hub is an exclusive 8.4-inch tablet that can be operated from its dock or used on the go around the home. For voice control, the Samsung Home Hub has two microphones and two speakers to allow you to easily hear notifications and use Bixby voice commands. If you have a question, just ask Bixby. Featuring high-performance microphones, the Samsung Home Hub can pick up verbal commands spoken from the broader room when docked.

In recognition of its innovativeness, Samsung Home Hub received a CES Innovation Award from the Consumer Technology Association (CTA) ahead of CES 2022.

Samsung Home Hub will be available in Korea in March, and globally after that.

For more information about the Samsung Home Hub, please visit Samsung.com

[1] Available in Korea, the UK and the US

[2] Users can track and monitor energy consumption data with smart meters, through power suppliers and energy monitoring providers such KEPCO (Korea), DCC (UK), and Copper Labs and Eyedro (US)

“At CES 2022, we outlined how Samsung will contribute in tackling some of the world’s most pressing environmental and sustainability issues,” said Hyesoon Yang, Executive Vice President and Head of Customer Experience of the Digital Appliances Business at Samsung Electronics. “Collaborations to combat microplastic pollution; helping consumers reduce their energy consumption; cutting back on waste by using recycled plastic; and adapting eco-conscious packaging, these are some of the activities we are working on to develop various tangible solutions for environmental problems and a sustainable future.”

Technology to reduce pollution

In a newly announced collaboration, Samsung is coming together with American clothing company Patagonia. As unveiled at CES 2022, this collaboration will promote environmental sustainability by addressing the issue of microplastics and its impact on the ocean environment. Patagonia CPO Vincent Stanley shared his thoughts during Samsung’s keynote speech on the significance of this collaboration and the direction it will take, calling it an example of how companies can “help turn the tide of climate change and restore nature to health”

Patagonia is well-known for its commitment to innovative materials that lessen harm to the planet. The clothing company continues to help Samsung in multiple ways, including product testing, sharing its research, and facilitating an introduction to the NGO Ocean Wise. Samsung has been researching features designed to help overcome the negative impacts of microplastics.

Also, the Bespoke Water Purifier was recently certified by NSF International in the U.S. for its ability to filter out particles that measure as little as 0.5 to 1 micrometer, which include microplastics. This makes Samsung one of the first manufacturers of water purifiers to receive this certification.

Saving more energy and encouraging more eco-conscious energy use

To contribute to better energy usage and to support sustainable living, Samsung has also partnered with Q CELLS to establish a new Zero Energy Home Integration[1] feature for SmartThings Energy. This feature provides production and storage data from solar panels and energy storage systems to help users establish energy self-sufficiency.

SmartThings Energy monitors power usage of consumers’ connected devices and recommends energy saving methods based on their usage patterns. Partnering with Wattbuy in the U.S. and Uswitch in the U.K., SmartThings Energy allows users to switch over to the most cost-efficient energy provider in their area.

Ramping up use of recycled plastic

Samsung will also increase the amount of recycled plastic that is used in its home appliances. To this end, it will expand the use of recycled plastic from the interior components of its appliances to the exterior elements as well.

Samsung is set to raise its goal for recycled plastic utilisation in its home appliances from five percent in 2021 to 30 percent in 2024. This is an increase from 25,000 tons of recycled plastic in 2021 to 158,000 tons in 2024.[2]

In addition, Samsung has also developed a new type of polypropylene recycled plastic for its washing machine tubs. Using discarded polypropylene and polyethylene from items such as used lunchboxes and facial mask straps, the company has created a new type of recycled resin that is more resistant to external shocks.

More sustainable packaging

Samsung is also expanding its use of eco-packaging to encompass a larger lineup of products, including home appliances such as vacuum cleaners, microwave ovens, air purifiers and more. This will enable consumers to repurpose the boxes their products came in.

The expansion was first launched in Korea in 2021 and will be introduced to global markets in 2022.

For more information about Samsung’s eco-conscious initiatives, please visit Samsung.com.

[1] Available from the first half of 2022 in the U.K., the second half of 2022 in Germany and 2023 in the U.S.

[2] Based on weight of final components