On selected Samsung washing machines, Auto Dispense¹ automatically releases the precise amount of OMO detergent required for each load, helping eliminate the trial and error of measuring detergent by hand. Instead of guessing whether a load needs more or less, the appliance helps deliver the right dose for the wash.

The intelligent experience goes further with AI Wash², which detects the weight and soil level of laundry to optimise the amount of detergent, water and wash settings required. This means a lightly soiled load does not need to be treated the same way as a heavily soiled one, helping households avoid using more resources than necessary.

Samsung Washing Machine also has EcoBubble³ technology also helps deliver powerful cleaning performance at lower temperatures by mixing detergent with air and water to create bubbles that penetrate fabrics quickly. This can help reduce the energy required for washing, while still delivering the cleaning performance consumers expect.

Together, the technologies help address some of the most common laundry frustrations. That stubborn detergent residue left on dark clothing. The extra wash cycle after clothes were not cleaned properly the first time. The favourite shirt or pair of jeans that seems to wear out sooner than expected after repeated washing. And the monthly household expenses that continue to rise, one unnecessary wash or overdosed detergent load at a time.

By combining Samsung’s smart appliances with OMO’s advanced cleaning formulas, the partnership is designed to make laundry more precise, efficient and convenient. The result is a smarter approach to washing that can help reduce detergent waste, optimise water and energy use and support better fabric care.

Samsung and OMO remind us that smarter living is often found in the everyday routines we take for granted. By replacing guesswork with smart technology, households can make every wash count.

1. Samsung Auto Dispense is set to dispense the recommended amount of detergent. Based on the continuous analysis of the amount of detergent used in the last 10 cycles. Actual results may vary depending on individual use. ︎
2. Based on an AI-created algorithm. Actual results may vary depending on individual use. ︎
3. AI Ecobubble is only activated when specific courses are selected, including Cotton, Synthetics and AI Wash with loads less than 2kg. ︎

Samsung’s Bespoke AI WindFree¹ air conditioning range is helping redefine modern home comfort through intelligent AI-powered technology designed to learn routines, adapt automatically, and maintain consistent temperatures effortlessly across different living spaces.

Rather than relying on constant manual adjustments, Samsung Bespoke AI WindFree Air Conditioners creates personalised comfort experiences tailored to how people actually live. From busy family mornings and focused workdays to restful evenings and uninterrupted sleep, the system intelligently adapts to daily habits to ensure homes remain comfortable throughout the day.

Powered by AI Auto Cooling² and AI Energy Mode³, Bespoke AI WindFree learns preferred temperature settings over time and automatically adjusts performance based on usage patterns and household conditions. This means users can wake up to a cool and comfortable room in the morning, return home after work to balanced indoor temperatures, or enjoy automatic adjustments between weekday routines and more relaxed weekends without constantly reaching for a remote.

The technology also delivers smart comfort across multiple spaces within the home. Whether it’s a shared living room where the whole family gathers, a child’s bedroom requiring steady overnight temperatures, or a home office during long working hours indoors, Samsung Air conditioners help maintain gentle, consistent airflow designed to keep everyone comfortable.

Beyond comfort, Samsung Air conditioners will help households manage energy usage more intelligently during this spring and upcoming summer. AI Energy Mode optimises performance according to real household needs, helping reduce energy consumption while still maintaining ideal comfort levels.

This includes lowering energy use in unused rooms, adjusting cooling performance throughout the day, and maintaining efficient overnight comfort without excessive power consumption.

As smart home technology continues transforming everyday living, Samsung represents a shift toward comfort solutions that are not only powerful and efficient, but also adaptive, personalised, and designed around real human routines.

1. In accordance with the definition of ASHRAE (American Society of Heating, Refrigerating and Air-Conditioning Engineers), still air is an air flow moving at a speed of 0.15 m/s or slower, without creating cold drafts. ︎
2. To use AI Auto Cooling a Wi-Fi connection and Samsung account SmartThings are required. ︎
3. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Requires the use of the SmartThings App and a Samsung account. ︎

Capturing the Magic with the Galaxy Z Fold8 Ultra

For the first time at the Luxurious Marble Circus, Samsung created a Galaxy Hangout Imaginarium— a content creation hub designed to flip and fold the imagination. The crowds at the Imaginarium and around the festival grounds were introduced to the charms of the Galaxy Z Fold8 Ultra as roaming promoters captured EVOPHORIA of the festival with the epic 200MP camera system.  

For some, it was the first time meeting the Galaxy Z Fold8, a smartphone that fluidly shapeshifts for digital explorers, seamlessly matching the ways one creates, watches and enjoys content. Creators leaned into the playful versatility of this passport-sized device, snapping high-quality 50MP main camera selfies that highlighted their experiences at the Hangout Imaginarium. It is the lightest Galaxy foldable phone yet¹.

Visitors could step into the wonder of the Galaxy Z Flip8 by playing with features like FlexMode to take high-quality main camera selfies that showed the fine details of their OOTDs (Outfits of The Day) and foodie experiences. Of course, FlexMode and folding phones are old tricks that other mobile phone makers have only recently caught up with. The Galaxy Z8 Series has next-level features like Super Steady with Horizontal Lock (first introduced in the Galaxy S26) or Dual Recording—where users could utilize both the front and rear cameras simultaneously with real-time split-screen previews on the expansive main display—that festivalgoer used to capture their unique POVs of the live performances and foodie delights.

As daylight gave way to the electric energy of the evening, the festival took on another personality. Fireworks lit up the sky, DJs took over the stage and performers moved through the crowds, creating fleeting moments that demanded to be captured. With Nightography, Super Steady with Horizontal Lock and My FanCam², Galaxy gave festival-goers tools designed to keep up with the action.

The Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8 proved to be the ultimate companions for the modern concertgoer, showcasing how mobile technology has evolved to intuitively serve and elevate live entertainment experiences. From zooming into the performers with the 50MP cameras, to auto-framing dynamic wide-angle shots of the festival grounds to capturing split-second magical moments and then turning that into shareable content that expressed individuality. With these devices the vibrancy of the Luxurious Marble Circus was captured and shared in stunning detail, demonstrating that with Samsung Galaxy there are truly no bad seats.

 Pocket-Sized Galaxy Magic All Summer Long

The best part is that the magic doesn’t have to end when the festival gates close. Those who visited the Galaxy Hangout Imaginarium and took selfies stood a chance to walk away with mobile magic they could literally pocket by winning a Galaxy Z Fold8³. Whether you win or decide to purchase one of the Galaxy Z Fold8 Series phones, get ready to capture memories all summer long and enjoy the spirit of the Imaginarium for many summers to come.

1. Compared to previous Galaxy Z Fold models. ︎
2. My FanCam feature requires a Samsung Account login. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed. ︎
3. Competitions Terms and Conditions apply ︎

Rather than relying on guesswork, Samsung’s Artificial Intelligence (AI)-powered washing machines work alongside OMO’s advanced cleaning formula to create an optimised wash from start to finish. The result is clean clothes in a single cycle, fewer repeat washes and more time for the moments that matter most.

At the heart of Samsung’s intelligent laundry experience is AI Wash¹, which continuously monitors each load and intelligently adjusts water levels, detergent usage and wash settings to suit the fabrics and level of soiling. Instead of manually selecting programmes or wondering whether enough detergent has been added, the machine makes those decisions automatically, helping achieve exceptional cleaning while using resources more efficiently.

Complementing this is Samsung’s Auto Dispense² technology, which automatically releases the correct amount of detergent and softener for every load. For busy households, this means one less decision to make each time laundry needs to be done. There’s no measuring, no overpouring and no unnecessary detergent waste, making every wash simpler and more consistent.

For families balancing packed schedules, these intelligent features can make a noticeable difference. Parents preparing school uniforms, sports kits and work clothes no longer need to spend time rewashing garments because stains were missed or settings weren’t quite right. Instead, Samsung’s intelligent technology, paired with OMO’s unbeatable stain removal³ formula, is designed to tackle dirt effectively in a single wash.

OMO’s advanced detergent formula works seamlessly with Samsung’s intelligent washing technologies, helping remove stubborn stains effectively while supporting fabric care. Together, the technologies reduce the likelihood of repeat washes, saving valuable time while also conserving water, energy and detergent. The result is an approach to laundry that goes beyond clean clothes by reducing everyday decision-making, and lightening the mental load associated with household management.

As connected appliances continue to become more intelligent, consumers are increasingly discovering that innovation is not simply about adding features. It’s about removing friction from daily life.

1. Fabric sensing uses an AI algorithm to sense 3 fabric types (Normal, Delicates, Towels) for loads up to 3kg. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together. ︎
2. Only available on the WW6400D model. Auto Dispense holds detergent for up to 1 month of washing, based on the average of 2-3 washes per week (5kg load/standard usage). May vary depending on the washing load and settings. ︎
3. Compared with leading competitors – https://www.omo.com/za/brand-values.html ︎

From watching a big game with the family to settling in for a movie night, competing in a multiplayer gaming session or capturing the moments that make time with family and friends memorable, Samsung’s connected ecosystem is designed to make the moment that much more special.

At the centre of a South African home is the TV. More than a screen, today’s Samsung TVs can become an entertainment hub for the whole household, bringing together movies, sport, gaming and streaming in one immersive experience.

Samsung’s 2026 TV line-up brings families closer to every moment on screen. Artificial Intelligence (AI)-enhanced picture and sound elevate films, series and live entertainment with striking detail, depth and clarity, creating an engaging big-screen experience for everyone in the room.

For sport, Samsung’s large-screen displays put fans at the heart of the action, delivering smooth motion and vibrant, immersive visuals that make every match feel like a shared occasion. And when it’s time to game, Samsung’s gaming-optimised TVs and monitors combine responsive performance with fluid visuals and expansive screens, helping players enjoy more immersive, competitive gameplay.

This is where Samsung’s connected ecosystem comes into its own. Different generations may have different interests, but technology can create common ground. One family member might be streaming their favourite series, another catching up on sport, while someone else is gaming. With Samsung’s ecosystem, these experiences can coexist within a connected home² designed around the way people live. Samsung’s Bespoke Family Hub and Bespoke Dual Flex Built-in Cooking simplify connected entertaining, while SmartThings Food³ inspires South Africans with recipes from mielie bread and mogodu to breyani and koeksisters.

As the weather warms up, Samsung helps households create a home that is ready for every shared moment. Samsung Air Conditioners provide intelligent temperature management and gentle, evenly distributed cooling, helping families stay comfortable without a direct cold draft⁴.

Blue Tag Sale’s Final Countdown is officially underway, with the campaign ending on 27 September 2026. From TVs and gaming monitors to connected home appliances designed to enhance everyday life, consumers can take advantage of limited-time offers across Samsung’s product portfolio while stocks last.

1. Terms and Conditions Apply ︎
2. Using the SmartThings App, is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
3. Requires a wireless network, a Samsung account and the Samsung SmartThings App. The Samsung SmartThings App supports Android OS 8.0 (Oreo) or later, which is optimized for Samsung smartphones. This App also supports iOS 13 or later for iPhone models. The SmartThings App is available in the App Store and Play Store. ︎
4. AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode. ︎

For the first time, Samsung will take part in The Luxurious Marble Circus, creating an immersive Galaxy experience designed around what the brand knows best: giving people new ways to capture, create and share the moments that matter. At the heart of Samsung’s presence will be the Galaxy Z8 Series, including the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8. There’ll be a dedicated Galaxy Hangout (activation), where attendees will be invited to step into a world of creative possibilities, explore the latest foldable technology and put Galaxy’s cameras as well as its AI capabilities to the test.

The partnership is a natural fit. The Luxurious Marble Circus brings together brands, artists and experiences in a shared playground where each creates a world inspired by what it does best. For Samsung Galaxy, that world is mobile technology, where powerful cameras, flexible form factors and AI capabilities give people the freedom to turn an idea into something worth capturing.

“At Samsung, we’re always looking for ways to bring technology into spaces where creativity, self-expression and culture come alive. The Luxurious Marble Circus is a world where people are encouraged to experience things differently, which is exactly the kind of environment where Galaxy belongs. With the Galaxy Z8 Series, we’re giving people more than a device to document the experience. We’re giving them tools to explore their creativity, capture the unexpected and put their own stamp on the moments they experience,” says Rae Hargreaves, Head of Marketing: Mobile eXperience at Samsung South Africa.

At an event designed around wonder and spectacle, the camera becomes more than a way to document what happened – it becomes a creative tool for seeing the experience differently. The Galaxy Z8 Series is built for exactly these kinds of moments. The Galaxy Z Fold8 Ultra, with its 200MP camera system, is the ultimate concert phone, giving creators the ability to capture detail from across the action, while My FanCam brings an added layer of personalisation to live-event content. Whether the moment is happening on a stage, in a crowd or somewhere unexpected – Galaxy foldables gives users more ways to get into the action without needing to be in the middle of it.

Then there is the magic of Galaxy AI. At The Luxurious Marble Circus, attendees will be able to experiment with AI-powered creative tools that can transform an image with a few simple gestures. Remove an unwanted object, change a distracting element, rework the backdrop or refine an image quickly before an act ends so you never miss a beat. What might once have required a full editing suite can become a few taps or a simple interaction on a Galaxy device. It is this ability to make the unexpected happen that makes Galaxy such a natural fit for the circus.

In the same way that The Luxurious Marble Circus invites people to suspend the ordinary and enter a world where anything feels possible, Galaxy technology gives people the tools to take an ordinary photograph and make it something entirely their own; thereby speaking directly into this year’s theme of euphoric transformation: EVOPHORIA.

The Samsung Galaxy Hangout Imaginarium will serve as the centrepiece of the brand’s presence, taking attendees on an experiential journey through a series of creative environments designed to showcase the possibilities of the Galaxy Z8 Series. The hangout will welcome guests to foldables and give them a billion reasons to switch. From a Nightography Zone designed to put low-light photography to the test, to spaces dedicated to the foldable experience and Galaxy AI; visitors will be encouraged to experiment with the devices rather than simply look at them.

The three Galaxy Z8 Series devices will each bring a different dimension to the experience. The Galaxy Z Fold8 Ultra will showcase the possibilities of ultra-level mobile photography and creativity, the Galaxy Z Fold8 will put its expansive foldable canvas and creator capabilities to work; while the Galaxy Z Flip8 will bring its compact, expressive form factor into the energy of the festival environment. And because the best memories are the ones you get to take home, Galaxy will also be putting its technology to work across the festival grounds – helping attendees capture moments as they happen and turn them into personalised content.

Samsung will also bring its Galaxy presence to some of The Luxurious Marble Circus’s biggest moments, with Galaxy integrated into the visual and experiential essence of the event, including a special closing performance by Samurai Farai featuring digital art created using the Galaxy Tab S10 Ultra. The Luxurious Marble Circus is built around the idea that an experience can be many things at once: a spectacle, a playground, a meeting point and a canvas for self-expression. Samsung Galaxy brings another layer to that idea. Because sometimes the best part of an experience is not simply watching the magic happen. It is having the tools to capture it, reshape it and make it yours.

About The Luxurious Marble Circus 

The Luxurious Marble Circus is a grand collaboration between The Marble Group, Grid Worldwide, G&G – The Goosebumps Company and Grand Collaborator, Investec. A fantazma of feastery, finery and funnery, this two-day event fuses fine dining, music and fun to deliver an Out of the Ordinarious festival experience. Official Partner brands adding flair to this fabulicious affair include Mercedes-Benz, Savanna, Heineken, Hennessey, Don Julio, Johnnie Walker, Moët & Chandon, Schweppes, Samsung, Country Road and 947. Visit www.luxuriousmarblecircus.com for more info. 

For film director and content creator Pedro Ridwan (@Pedrothe3rd), capturing those moments at this year’s 947 Joburg Day meant doing more than simply pointing a camera at the action. Armed with Samsung’s Galaxy Z Fold8 Ultra, Pedro brought his own visual perspective to one of Jozi’s live music experiences, capturing and turning the day’s energy into a dynamic portrait of the festival, its crowds and the artists who took to the stage.

The result is a highlight reel that shows the Galaxy Z Fold8 Ultra’s 200MP camera capabilities when put to the test in one of the most demanding environments for mobile photography and videography: a major live festival.

Concert photography can be unforgiving. Subjects move quickly, lighting changes momentarily, performers can be far from the crowd, and once the sun goes down, capturing detail without noise or losing the atmosphere becomes even more challenging. Add a huge crowd, limited space and the reality of moving through a packed festival, and carrying a full professional camera setup isn’t always practical.

Pedro’s approach demonstrates how the Galaxy Z Fold8 Ultra can flip that script. With its advanced Ultra camera system, Space Zoom¹ brings distant performers closer, with up to 100x Zoom¹ allowing creators to get into the action without having to physically push their way towards the stage. The ProVisual Engine¹ works behind the scenes to optimise image quality across challenging conditions, while Nightography¹ helps preserve detail and atmosphere when the lighting drops and the performance continues after dark.

When the action gets unpredictable, Super Steady² Video with Horizontal Lock helps keep footage smooth and stable, even when the creator is moving with the energy of the crowd. And for fans who want to focus on a particular performer, My FanCam³ offers another way to put the spotlight where it belongs, helping turn the live-event experience into personalised concert content.

These are technical specifications, but Pedro turned them into creative tools. His footage moves seamlessly between wide shots capturing the scale of 947 Joburg Day, close-up views of performers and detailed moments that impeccably depict the atmosphere of the festival.

But the real advantage of the Galaxy Z Fold8 Ultra at a live event extends beyond what is happening inside the camera.

It is the foldable form factor itself. Unfolded, the Galaxy Z Fold8 Ultra’s expansive main display becomes an immersive viewfinder, giving creators a larger canvas through which to frame their shots and see the action. That flexibility takes the relationship between creator and camera to another level. Instead of holding a phone rigidly in front of you throughout a performance, the Z Fold8 Ultra can adapt to the way you want to shoot, whether that means finding a low-angle perspective, setting up a hands-free shot or reviewing footage on a larger screen.

And while the camera is capturing the action, the experience does not have to stop there. The Galaxy Z Fold8 Ultra is built for multitasking and multi-window creation, allowing creators to move between apps, footage and other content without constantly interrupting their workflow. A creator can capture a performance, review a clip, work across multiple windows and use Galaxy AI editing tools to refine content, all from the same device.

That means filming the concert does not have to distract you from the fun of being there. Instead, the experience can happen through the lens of the device. The creator remains part of the crowd, takes in the performance and responds to the moment, while the Z Fold8 Ultra becomes the tool that captures, shapes and shares it.

“947 Joburg Day is the kind of environment where something is always happening, so I was fortunate to have a device that could keep up with that pace without getting in the way of the experience. The Galaxy Z Fold8 Ultra gave me the flexibility to move between wide crowd moments, details on stage and shots from different angles, while the larger screen made it easier to see and shape what I was capturing. For me, that is what makes it exciting as a creative tool. I’m not just documenting what is happening, I’m able to experience the moment and create from it at the same time,” said Pedro.

The Galaxy Z Fold8 Ultra is therefore particularly suited to content creators working in environments where mobility matters. Rather than navigating a festival with heavy camera bodies, lenses and additional equipment, creators can have an advanced toolkit in a device that fits not only into their pockets but the flow of the experience. That freedom makes all the difference when capturing constantly moving subjects.

At 947 Joburg Day, the camera had to respond to everything from lively performances and dynamic stage lighting to expansive crowd shots and the low-light conditions of an outdoor concert after dark. Pedro’s footage demonstrates how the Galaxy Z Fold8 Ultra is designed to meet those moments in real time, giving creators the flexibility to find their shot rather than waiting for the conditions to become perfect.

Through Pedro’s eyes, 947 Joburg Day became more than a collection of performances but a living, moving visual story, captured from within the crowd and told through the perspective of a creator reacting to moments as quickly as they unfolded.

And that is where the foldable advantage becomes particularly powerful. The Galaxy Z Fold8 Ultra is not simply a high-performance camera that happens to fold. It is a different kind of creative device, bringing an expansive display, flexible shooting angles, powerful cameras, AI-powered editing and multitasking into a form factor designed to move with the creator.

Can your phone do that:

With the Galaxy Z Fold8 Ultra in hand, you can break the barrier between professional capture and spontaneous creation, thus highlighting the freedom creators have to document big moments with fewer compromises and far less equipment.

No Bad Seats with Galaxy

At a festival like 947 Joburg Day, there is no single place where the best moment happens. It might happen on stage, somewhere in the crowd, in the reaction of the person next to you, or in a split-second moment that’s easy to miss from a distance. With Galaxy Z Fold8 Ultra, there are #NoBadSeats, whether you are close to the stage or catching the action from further back, Galaxy gives you the tools to find your perspective, get closer to the moment and capture it your way. Because when the experience is this big, your position should never decide what you get to see or capture.

1. Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects. ︎
2. Super Steady results may vary depending on editing method and/or shooting conditions. ︎
3. My FanCam feature requires a Samsung Account login. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed. ︎

Recognising this shift, the Content Creator Awards, sponsored by Samsung, are taking their commitment to South Africa’s creator economy beyond the annual celebration of creative excellence with the introduction of two free Creator Labs, designed to educate, connect and equip creators with practical skills for building sustainable careers in the industry.

Created by Manuela Dias de Deus, founder of the Content Creator Awards, the Creator Labs bring creators together with leading platforms, brands, agencies and industry experts, creating a space where they can learn directly from the people shaping the opportunities available to them.

The first Creator Lab took place on 2 September at Workshop17 in Sandton, bringing together approximately 150 creators for a day of practical insights and industry conversations. The second Creator Lab took place on 11 September at Workshop17 at the V&A Waterfront in Cape Town, bringing the initiative to creators in the Western Cape.

The sessions explore key areas of the creator journey, including content monetisation, technology, creativity, industry trends and the commercial opportunities available to creators. Contributions from industry experts focus on, among others, the importance of tax and legal compliance and overall financial management. Samsung explores AI-powered creativity and mobile innovation, while leading creators, agencies and brands share lessons from their own experiences navigating an increasingly sophisticated creator landscape.

For Samsung, supporting the Creator Labs is an extension of its broader commitment to enabling creators with technology that can help turn ideas into content, and content into opportunity. Speaking at the Creator Labs, Rae Hargreaves, Head of Marketing: Mobile eXperience at Samsung South Africa, offered creators insight into what brands consider when looking to collaborate with creators, highlighting that follower numbers are only one part of the equation.

“Having a large following is not the only thing brands look at when considering creators to work with. From a brand perspective, we look at fit, and that means going deeper than the number of followers you have,” says Hargreaves. “We look at how you engage with your community, how consistent you are, the kind of conversations happening in your comments and whether your audience genuinely connects with what you are creating. Building that relationship with your audience is incredibly valuable, because brands are looking for creators who can authentically connect with the communities they want to reach.”

This emphasis on community, consistency and authenticity reflects the changing nature of creator-brand partnerships. As creator-led storytelling becomes increasingly influential, creators are being recognised not simply as content producers, but as communities and businesses in their own right.

The creator’s studio – right in your pocket

Technology is also changing what it takes to create professional-looking content. During the both sessions, Ashley Cloete, Head of Product Training at Samsung South Africa, explored how AI is rewriting the creator playbook and how Galaxy devices are helping creators simplify the journey from idea to finished content.

“The days when creators needed to carry a whole production kit with lights, tripods and multiple pieces of equipment just to capture quality content are behind us,” says Cloete. “The latest Galaxy foldables for instance, including the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8, put so many of the tools creators need into one device. You can capture, edit and share your content without needing a tripod or an extra pair of hands to make it happen.”

For creators constantly moving between locations, events, trends and ideas, this shift can make the creative process significantly more seamless. Samsung Galaxy’s latest foldables are the ultimate content creator companion, as they are designed to give them greater flexibility in how they capture and work with content. From hands-free shooting and versatile form factors to advanced cameras and AI-powered editing tools, creators can increasingly manage the entire content journey from a single device.

Galaxy AI can also help take some of the friction out of the editing process, allowing creators to spend less time on repetitive tasks and more time developing the creative idea behind their content. That means a creator heading to an event does not necessarily need to arrive carrying a production bag. The technology becomes part of the workflow rather than another barrier to overcome.

The Creator Labs arrive at a pivotal moment for South Africa’s creator economy. As brands increasingly recognise the power of creator-led storytelling and the communities creators have built, understanding the business behind content has become critical.

“Celebrating creators once a year is important, but supporting the creator economy means doing more than handing out trophies,” says Hargreaves. “We need to create opportunities for creators to learn, connect and understand how they can turn their creativity into sustainable careers. That is what makes initiatives like the Creator Labs so valuable.”

Creator Labs precede the Samsung-sponsored 2026 Content Creator Awards on 17 October 2026 in Sandton, where local creative talent will take centre stage.

The exhibition celebrates a human-centered design vision rooted in a deep understanding of and care for people. Visitors experienced Samsung’s Expressive Design through works by 14 Korean artists reinterpreting a selection of Samsung products, which are being presented on the 2026 OLED TV S95H along with 14 custom frames that become part of the artworks themselves. Together, the works showcase Samsung’s Expressive Design through a range of individual perspectives and interpretations.

“‘Design is an Act of Love’ represents how we approach design — with a deep understanding of people at its core,” said President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “Creativity starts with people and AI can help amplify our imagination and take our ideas further. At Samsung, we will continue to expand possibilities for people through a more human, diverse and expressive approach to design.”

Reinterpreting Samsung Products: 14 Korean Artists’ Artworks on OLED TV S95H with 14 Custom Frames

Each of the 14 artists who collaborated with Samsung drew on their unique perspective and imagination to develop their concepts, while using Artificial Intelligence (AI) as a tool to expand their ideas and creative expression. Each work began with the artist’s own creativity, with AI helping bring those ideas to life in different ways.

A range of Samsung products were reinterpreted by the artists, including Music Studio 5, Bespoke AI Refrigerator Family Hub, and Galaxy Z Fold 8, spanning eight products across mobile devices, home appliances and TVs. The result is a collection of expressive artworks that embody Samsung’s design principles as well as the artists’ individual aesthetics.

Samsung is also showcasing the S95H OLED TV with 14 custom frames, demonstrating how a single product can reflect diverse perspectives through the company’s Expressive Design strategy. The S95H features a sleek metal bezel that mounts the TV flush to the wall and creates a floating effect. Its structure and materials become part of the design, giving the TV a distinctive presence while allowing it to blend naturally into its surroundings.

For the exhibition, the custom frames bring different perspectives to the S95H, corresponding with the artwork displayed on screen and showing how the same product can take on a distinct character depending on the space and individual preferences. The exhibition took place from Sept. 1-6 at Dongdaemun Design Plaza (DDP) in Seoul. On Sept 03, the Chief Design Officer is expected to take part in a discussion to share his perspectives on Samsung’s design vision.

With the help of Samsung mentors and educators; this STEM-based (science, technology, engineering and mathematics) competition challenges learners to identify real issues in their communities and develop practical, technology-driven solutions that create meaningful social impact. Samsung has taken the time to speak to four (4) educators from the Top 20 schools in this year’s SFT Competition.

These conversations sought to evaluate what impact this competition is making in the lives of both the learners and the educators; as well as the broader community, more specifically the schools they are representing. When asked, this is what these educators had to say:

Tyron Greyling is an educator representing Cape Recife High School – a special needs school in Gqeberha, Eastern Cape. He taught CAT (Computer Applications Technology) and Digital Technology at Cape Recife before moving to a new school recently. However, he’s still working closely with his team back at Cape Recife with learners who are excited to present their prototype to a panel of Judges at the finals in Johannesburg on 02 October.

According to Greyling, he took the initiative to apply for the SFT programme online early in the year, putting his school and its learners forward for the competition. He expressed the importance of such competitions because this platform has given his learners hands-on exposure to technology and problem-solving skills that can shape their future studies and career paths. Greyling added: “The competition’s impact has been felt across the whole school. Everyone is genuinely excited; it’s sparked real interest among our younger learners, who are already looking forward to getting involved in the future.

Our School Governing Body (“SGB”) and other educators in our school have also expressed how incredibly proud they are of what the team has managed to achieve so far”

Samsung also spoke to Nkosiyomuzi Joseph Zimu, an educator from Klerksdorp Secondary School located in an area called Manzilpark in the North West province. Zimu mentioned that when he heard about the competition, he grabbed it with both hands because he knew that the learners he teaches who come from economically disadvantaged families – needed this opportunity more than ever.

He stated that this competition has opened the eyes of his entire institution and has made them realise just how smart their learners are. In addition, they now understand that with proper guidance – their learners could achieve much more. Zimu also touched on how this SFT Competition has helped to improve the relationship between the learners and teachers.

This educator is convinced that competitions like these are able to unite communities, and he clarified by saying: “We never thought we would be forced to collect information from those outside our school, but we knew that in order to complete the project; our success depended on the knowledge of others within our community.”

Zimu also acknowledged how beneficial this competition has been to their educators as well, and said: “We have now learnt to work as a team; this SFT Competition has helped us appreciate the fact that this is not about one teacher but about the school as a whole. We now know that collectively we can build a better community.”

Another educator, Thabang Jethro Leshaba who has been representing Florapark Comprehensive High School that’s located in Polokwane. Leshaba teaches Physical Science in Grades 11 and 12; and is also the main organiser of the school’s Science Projects Committee. Part of his responsibilities include ensuring that his learners participate in competitions that focus on STEM subjects. He is another educator who’s confident about his school’s chances of winning this year’s competition.

Leshaba said that he became aware of the SFT Competition a day before the closing date. But in spite of the short notice, was able to immediately identify learners whom he believed had the academic ability, commitment and potential to participate well in the competition. He said: “Since our project made it into the Top 20, the school has announced it to the entire community and the project has also been displayed throughout my classroom. A lot of learners, particularly those taking Mathematics and Science have become intrigued by the idea.”

He also added that they have seen a growing interest in the project from learners and educators who participate in sport at their school. “Through our participation in this SFT Competition, he expanded: “our school learners have started to realise that what they learn in STEM subjects can be applied in real-life challenges as well as different fields, including sport. And, this competition has also helped us reinforce an important message – that science is everywhere and sport itself is made possible in many ways by science and technology.”

The fourth and last educator that Samsung spoke to is: Tendayi Gilbert Jobi from Kgomotso High School in the Northern Cape. This educator teaches both Natural and Physical Sciences. Jobi said when he came across information on the Samsung SFT Competition, he saw it as a great opportunity for his Grade 10 learners to participate in. He then guided them in the process of identifying a real community problem related to environmental sustainability through technology.

Jobi explained further and said that this competition has transformed their school in many positive ways. It has inspired both learners and teachers to embrace innovation, creativity and problem-solving. According to Jobi, this competition has also shifted learning beyond the classroom by encouraging their learners to apply scientific and technological knowledge to solve real-life community challenges. And furthermore, he is convinced that this competition has also raised the profile of their school. He said: “being selected among the Top 20 schools in the country has brought our school the much-needed recognition”.