Made by Gen MZ for Gen MZ, the campaign was created to showcase the generation’s take on the superb multi-device experience that SmartThings unlocks, via relatable influencer-led content across various passion points.

The products featured include, but aren’t limited to The Serif, The Freestyle, Galaxy Buds Pro 2, Galaxy Watch, the AirDresser and the Washer/Dryer to name a few.

Tasked with creating relatable CX MDE Gen MZ relevant Instagram content themed by their everyday interactions, watch what happens when the carefully curated list of content creators tell the story of SmartThings in their everyday lives.

Cherne Africa:

Sonia Tona:

Lenzo Mangonyane:

Sonia Tona:

As Jo-Anne demonstrates the Airdresser users a powerful Jet Air system, which infuses high temperature steam into your clothes to eliminate up to 99.9% viruses1. Another major advantage for Jo-Anne and everyone who chooses this incredible in-home clothing care appliance, is the AI Dry technology, which uses a humidity sensor to dry clothes quickly and gently. It also works seamlessly with the SmartThings2 mobile app for smart control, harnessing the power of sophisticated A.I Pattern, which reorders your wash programs and places them in order of most frequently used, for quick and easy access. These features all combine to ensure the spotlight on Jo-Anne highlights nothing but perfection.

The AirDresser, which resembles a stylish, contemporary wardrobe that fits seamlessly into any home, is available in the sublime Crystal Mirror colour, and as it is fitted with a water tank, so there is no need for it to be plumbed in. The Samsung AirDresser is available for a recommended retail price3 of R32 999. Find out more here.

The AirDresser grows to understand your lifestyle, with its powerful AI functions working to make your day-to-day easier so that you can spend your time as you see fit. And for a comprehensive clean, the AirDresser features a dual care system that removes a range of harmful substances from your clothing. It reduces 99.9% of common bacteria and viruses, kills 100% of dust mites¹ and removes 99% of odours from clothes.²

The AirDresser’s attractive front panel also makes your AirDresser a sleek, minimalistic addition to your home.

Your Smart Clothing Care Assistant

After arriving home from work, simply hang your clothes in the AirDresser and let the AirDresser do the rest. The AI Control feature helps you save time by showing you recommended settings based on your lifestyle – all you have to do is select the course displayed right on top. The AI Pattern feature personalises the controls displayed on your AirDresser’s front panel based on your habits, including frequently used cycles and settings, and prominently displays your commonly-used settings for easy access.

Attentive Care for Sensitive Items

When it comes to items that require specialty maintenance, the AirDresser is equipped to give your garments the precise care they need. Heading to the dry cleaners after a long day can be very tiresome. Fortunately, the AirDresser is there to lighten your load and save you the time and trouble of finding a reliable dry cleaner to care for your sensitive items. Custom Cycle, a feature accessible through the SmartThings application, recommends tailored care routines based on your chosen fabric and garment type. The AirDresser provides customised care for all types of sensitive garments with just a few taps and makes your special items last longer.

Free Up Your Schedule

Reduce the time you spend on housekeeping, and optimise your time management with the Auto Cycle Link and AI Dry features. When taking care of garments made of sensitive materials that may be too delicate for a tumble dryer, you can use the AirDresser for worry-free drying after a wash. The Auto Cycle Link feature recommends the most appropriate drying course once a cleaning cycle ends. Through its connection to your Samsung smart washer, it quickly and intelligently identifies the appropriate drying cycle on your AirDresser according to the wash cycle settings.

The AirDresser’s AI Dry technology uses a humidity sensor on the inside of the door to enable faster drying too. By continually monitoring the humidity of the clothes in the drum, it intelligently reduces drying time to ensure your laundry is always dried thoroughly in the shortest possible time while not sustaining any damage.

Find out more about this incredible appliance here.

¹ As witnessed by Intertek. 1) Eliminates 99.9% of viruses, including Influenza B, Norovirus (Murine Norovirus), Rhinovirus (Human Rhinovirus), Hepatitis A (Human hepatitis A), Rotavirus (Porcine Rotavirus) and enterovirus (Porcine enterovirus). 2) Eliminates 99.9% of bacteria such as Staphylococcus aureus, E. coli, MRSA, Streptococcus pneumoniae, Legionella pneumophilia, Pseudomonas aeruginosa, klebsiella pneumoniae, Corynebacterium diphtheriae, and Enterococcus faecalis. 3) kills 100% of house dust mites.
Also based on testing by Korea University, College of Pharmacy. Eliminates 99.9% of viruses, including Influenza A, Coronavirus (Porcine epidemic diarrhea virus [PEDV]), Adenovirus (Infectious canine hepatitis), and Herpes (Infectious Bovine Rhinotracheitis).
² Removes 99% of odour causing gases (Iso-Valeric acid: sweat, 4-Ethenyl pyridine: tobacco, Valeraldehyde: roasting meat, and Tetrachloroethylene: dry cleaning) witnessed by intertek using a Normal course. 4) 99% of harmful substances (Perchloroethylene) witnessed by Intertek using a Normal course.

JOHANNESBURG, South Africa – 01 December 2021 – Samsung has announced the global launch of the Bespoke AirDresser. The latest addition to the Bespoke line-up, the Bespoke AirDresser brings design fitting beautifully into any home décor to Samsung’s cutting-edge clothing care appliance.

With upgraded smart features for ultimate convenience, Samsung’s Bespoke AirDresser refreshes clothing by removing dust, neutralising 99% of odours^[1], eliminating germs, and smoothing out wrinkles. As health and wellness routines become ever-more important for consumers around the world, the Bespoke AirDresser offers a beautiful, sleek and smart way to keep garments refreshed daily.

“With health and hygiene top of mind for many people, Samsung is providing a great way to refresh their clothes by removing harmful substances using the Bespoke AirDresser,” said Mike Van Lier, Director of Consumer Electronics at Samsung South Africa. “In addition, the Bespoke AirDresser also removes door-causing gases released during the cleaning process and prevents them from building up inside the unit to keep every load smelling fresh.”

Neutralise germs and odours to keep your wardrobe fresh

To keep your clothes fresh and ready for any occasion, Bespoke AirDresser’s Sanitise function uses powerful JetSteam to steam and refresh your garments. Infusing high temperature heat deep into the fabric, the JetSteam system eliminates 99.9% of common bacteria and viruses and kills 100% of house dust mites^[2] to refresh linens, bedding, and even baby clothes and soft toys for safe use. Bespoke AirDresser also uses a Deodorising Filter that eliminates 99% of odour-causing gases including those from sweat, tobacco, and food. Made of ceramic, which works effectively even in humid and damp conditions, the filter breaks down odour-causing particles to prevent unpleasant smells from building up inside the device. Better still, Bespoke AirDresser’s Wrinkle Care uses JetAir and JetSteam to smooth out creases in clothes, so your clothes are ready to wear when you need them.

Save time and energy with powerful, intelligent features

Bespoke AirDresser doesn’t just make clothing care more convenient; it adapts itself to fit your lifestyle. The AI Control feature personalises your controls by remembering habits^[3]—such as your most frequently used cycles—so you don’t have to flip through menus to get to your favourite options and settings. If you also own a Samsung smart washer, you can connect it to your Bespoke AirDresser through the SmartThings application and receive a recommendation for the most appropriate drying course according to the wash cycle you’ve just finished^[4]. After sanitising your clothes, intelligent systems take over once again. Using a humidity sensor on the inside of the door, Bespoke AirDresser’s AI Dry technology continually senses the humidity of your clothes and intelligently reduces drying time accordingly, so your laundry is always dried thoroughly in the shortest possible time.

Clean longer clothes conveniently

Whether you’ve got large winter coats, or flowing summer dresses, Bespoke AirDresser’s Long Dress Zone is specially designed to handle your longest garments. While long dresses, coats, and jackets can be difficult to fit into conventional clothing care devices, Bespoke AirDresser features a space 143 centimetres tall to fit items up to 20 centimetres longer than in the rest of the cabinet.

Upgrade your home in style

Available in six different colour and material options^[5] – including Crystal Mirror, Glam White, Glam Pink, Satin Beige, Cotta White, and Cotta Charcoal – Bespoke AirDresser’s customisability means you can choose a design that will blend seamlessly into the décor of your home. It comes in two sizes, 18-inch and 24-inch, holding three or five pieces of clothing depending on the needs of your lifestyle.

To complete its modern, minimalist design, the front panel features a slim, intuitive interface with simplified buttons that make it easier to select settings and options and improves visibility and accessibility.

Available in a Crystal Mirror colour, the AirDresser resembles a stylish, contemporary wardrobe that fits seamlessly into any home, and as it is fitted with a water tank, there is no need for it to be plumbed in.

The AirDresser is available to purchase for a recommended retail price² of R32 999. Find out more HERE.

This ground-breaking product offers several features that have been built with gentle care for clothes in mind. The Samsung AirDresser has a Jet Air system and five AirHangers that freshen clothes by using powerful jets of air to loosen and remove engrained dust, even from deep within the fabric. It also uses Jet Steam, which sanitises garments gently to remove bacteria, and its Heatpump Drying provides delicate care for clothes by drying them at a low temperature, reducing any worries of shrinkage and heat damage. The AirDresser also captures and removes odours from your garments using its Deodorising Filter. The filter also ensures no odours are left behind. With many of us focussed on our health recently, many will be pleased to hear that this revolutionary product combines powerful steam and air to remove 99% of common bacteria*, dust mites and odours from your clothing, while it relaxes light wrinkles.

“With health and hygiene top of mind for many South Africans, Samsung is providing a great way to refresh their clothes by removing harmful substances using the AirDresser,” said Mike Van Lier, Director: Consumer Electronics at Samsung South Africa. “In addition, the AirDresser also removes odour-causing gases released during the cleaning process and prevents them from building up inside the unit to keep every load smelling fresh. This is an in-home solution we know will resonate with many people.”

Available in a Crystal Mirror colour, the AirDresser resembles a stylish, contemporary wardrobe that fits seamlessly into any home, and as it is fitted with a water tank, there is no need for it to be plumbed in.

The AirDresser is now available for purchase for a recommended retail price² of R32 999. Find out more here.

¹Based on testing by Intertek, using Normal cycle, eliminates 99% of isovaleric acid, 4-ethenylpyridine, valeraldehyde, and tetrachloroethylene.

²Price may vary per retailer

The company declared to: democratise QLED 8K technology with the introduction of a full line up of QLED 8K TVs; innovate in the home appliances market with its BESPOKE line-up of customisable refrigerators. These new offerings, plus many others, illustrate Samsung’s continued ambition to enhance its portfolio with bold and disruptive products and services designed for tomorrow.

“Ever since Samsung’s original black and white TV launch nearly 50 years ago, we have been introducing cutting-edge technologies across our consumer electronics, home appliances and mobile businesses,” said Cambridge Mokanyane, Chief Marketing Officer at Samsung South Africa. “Samsung will continue to build the legacy of the company and bring life-changing innovations to our customers.”

Benjamin Braun, Chief Marketing Officer and Vice President for Samsung Europe, delivering an opening speech at the IFA 2019 press conference.

Full line up of Visual Display announced with new 55-inch QLED 8K TV

Since the launch of Samsung’s QLED 8K TV last year, total purchases of QLED TVs have increased 200 percent year-on-year. This fast adoption of QLED TVs has led to more than two million units sold across the world in the first half of this year, driving a proven consumer appetite for high-quality large screen TVs. To enhance the line-up even further, the 55-inch QLED 8K will sit alongside the Samsung QLED range of the current 65, 75, 82 and 85-inch versions.

The 55-inch QLED 8K TV will be available globally in September. With this new addition, Samsung is responding to consumers’ demands for greater choice by providing a range of size options to suit different homes. The new 55-inch variant will offer the continued premium benefits of the QLED 8K TV range, including unrivalled picture quality with depth and detail, 100 per cent colour volume and ground-breaking AI upscaling technology. Whether a consumer is watching content through a streaming service, set-top box through HDMI, USB, or even mobile mirroring, the Quantum Processor 8K recognises and upscales lower resolution content to crisp 8K quality.

BESPOKE home appliances for modern consumer lifestyles

As the line between furniture and home appliances continues to blur, Samsung is creating ever-more customisable home living solutions to suit a range of consumers’ needs. To this end, Samsung’s ground-breaking new BESPOKE refrigerators are coming to Europe. Designed as modular units, these refrigerators can seamlessly blend into various spaces, with a wide-variety of sizing options available, ranging from single-door to four-door designs.

For those users who want even more from their kitchen, Samsung today launches its new multi-function Dual Cook Steam Oven. It boasts a modern design that provides outstanding flexibility with multi-cooking abilities. The oven is aligned vertically and incorporates textured surfaces with a new user interface that adds a new level of design intrigue. And with its Dual Cook Steam feature, it can simultaneously cook with convection in one compartment and with steam in the other.

Making an impact beyond our everyday lives, Samsung’s kitchen innovations have already helped to reduce the level of waste currently produced in the home. The company has taken this one step further at IFA 2019 by announcing an even deeper partnership with Whisk, a smart food platform developer. Through integration with Samsung’s appliances such as intelligent shopping lists on its Family Hub refrigerators, Samsung and Whisk are enabling a more enjoyable and environmentally-responsible cooking experience for the whole family.

As the average home becomes more compact and more people settle in urban areas, Samsung has focused on offering products that fit with consumers’ existing lifestyles. The AirDresser, which resembles a wardrobe or a vertical mirror, is an appliance for refreshing clothing. In addition, Samsung is launching the Air Purifier AX9500, the world’s first Wind-Free purification system. Its modular design ensures that it can fit into a variety of homes and with a three-layer filtration system, it reduces the presence of harmful gases, dust and allergens from the air in the living environment.

With the new POWERstick Jet cordless stick vacuum cleaner, consumers get to experience 200W of industry-leading suction capability. With its 5-layered HEPA Filtration System and hour-long battery life, it can capture 99.999 percent of dust particles and allergens, keeping them from escaping back into the air through the vacuum exhaust.

Samsung also confirmed that the eagerly anticipated Galaxy Fold will be available in Cosmos Black and Space Silver starting September 18, 2019, in countries including France, Germany, Singapore and the U.K., with the U.S. launch to follow. A 5G-ready option will also be available in select markets, providing consumers with the latest network connectivity to further enhance the new foldable experience. Committed to providing consumers with an exceptional user experience without compromising on quality or size, this past summer has also seen Samsung introduce a slew of other new products.

The Galaxy Note10 and Note10+ provide category-leading power and performance that enable users to work the way they want and showcase their creative spirit, while on-the-go. The new Galaxy Tab S6 comes with the signature S Pen and is the world’s first tablet to feature a dual camera with Ultra Wide Lens and a 10.5-inch super AMOLED display. Designed for high-performing users who do not want to be weighed down by a laptop, the Galaxy Book S combines the mobility and connectivity of a smartphone and the powerful productivity of a PC. Finally, on September 6, Samsung will launch the new Galaxy Watch Active2.

Since 2017, Samsung has exhibited its innovative technologies at Samsung Town, a custom-designed space that showcases its full range for visitors to experience the unique and convenient ways of connected living. This year, Samsung took a new approach by designing spaces for all types of consumers, from work-at-home freelancers to influencers, newlyweds and more. Samsung Town will also demonstrate how life gets simpler with its automotive and Samsung Bots. To find out more about all the Samsung products announced at IFA 2019, visit the Samsung Electronics Booth at Level 2, City Cube Berlin from September 6 to 11.

For more information on Samsung and its product portfolio, please visit www.samsung.com/za.

JOHANNESBURG, South Africa – 05 September, 2019 – Samsung will unveil three new advanced home appliances in Europe — the POWERstick Jet vacuum cleaner, AirDresser, and the Cube air purifier. Together, these three home appliances, which are being introduced at IFA 2019 ahead of launches elsewhere, will take consumers’ breath away. Each device offers a unique and practical solution to the many challenges of modern urban lifestyles, like clothing contamination, air pollution and dust.

“We are excited to introduce the POWERstick Jet, AirDresser and Cube to consumers in Europe, equipped with outstanding functionality and unmatched design to enhance consumers’ daily experience,” said Nithia Pillay, Director of Consumer Electronics at Samsung South Africa. “Consumers have high expectations, seeking dynamic performance even from basic home appliances and our mission is to meet those expectations directly.”

The POWERstick Jet vacuum cleaner is a game-changer in terms of powerful suction capabilities. AirDresser represents a new category of clothing care appliances. It refreshes and sanitises clothing using powerful blasts of air and steam, enabling consumers to re-wear clothes without having to run a full load of laundry and helping them lengthen the lifespan of delicate garments. Meanwhile, the Cube air purifier couples sleek, modular design with advanced air purification technology to help consumers enjoy clean air quality at home.

Strong suction power paired with impressive filtration

The POWERstick Jet targets consumer demand for suction power from their cordless vacuum cleaners to match that of corded units. POWERstick Jet delivers, using Samsung’s Digital Inverter Motor and Jet Cyclone System to generate up to 200W^[1] of industry-leading suction power. This results in stronger cleaning and offers consumers maximised convenience.

Samsung also developed the best-in-class 5-layer HEPA filtration system for the POWERstick Jet. The impressive filter captures 99.999%^[2] of dust particles and allergens, keeping them from escaping back into the air through the vacuum exhaust, which underlines Samsung’s commitment to caring for the health and safety of consumers.

In the first stage of the filtration process, the main cyclone separates large dust particles, which are then trapped in another metal mesh grille filter. The Jet Cyclone serves as a second cyclone and works together with a washable micro filter to capture finer dust particles. And finally, an ultra-fine dust filter captures 0.3~10µm^[3] sized dust particles. All parts and filters are washable, so the unit can be maintained hygienically.

POWERstick Jet comes with a removable high-capacity battery, meaning you can replace it with a spare^[4] to clean for twice as longer.

A new way to refresh clothes for consumers

AirDresser introduces a new standard of clothing care that addresses unmet consumer needs for a more efficient method of refreshing and revitalising their clothes on a daily basis. Consumers want to be able to take better care of their clothes, especially if they are made of delicate materials. Consumers can now quickly and conveniently freshen up their outfit at home to always look their best, while saving time and money; trips to the dry cleaners are no longer needed.

AirDresser freshens clothes with its Jet Air system and Air Hangers, using powerful jets of air to loosen and remove engrained dust, even from deep within the fabric. The Jet Steam feature sanitises garments gently to get rid of bacteria while Heatpump Drying also provides delicate care for clothes by drying them at a low temperature to reduce shrinkage and heat damage. AirDresser also features a Deodorising Filter to capture and remove odors while preventing them from building up inside the unit. It even has a Dust Filter that keeps the inside of the compartment clean by capturing the dust left floating in the air.

Available in a Crystal Mirror color, AirDresser blends advanced technologies with unique styling, doubling as a state-of-the-art wardrobe that fits in beautifully with contemporary living spaces.

Clean air for indoor living

European consumers are becoming more interested in how the environment impacts their health and are curious to learn the benefits of having an air purifier at home. Samsung Cube AX9500 is Samsung’s first air purifier model to launch in the European market, and features the world’s first Wind-Free air purification system. Unlike other air purifiers, the Samsung Cube AX9500 does not have an air draft or makes loud noises. Also, powerful air purification is provided with a 3-layered purification system that purifies and deodorises air. First, the Washable Pre Filter extracts larger dust particles, such as pollen and pet dander. Then, an Activated Carbon Deodorisation Filter reduces the presence of various potentially dangerous gases, such as formaldehyde, toluene, ethylbenzene and styrene^[5]. Finally, an ultra-fine dust filter captures up to 99.97% of 0.3µm sized dust particles.^[6]

The unit features a cube-shaped, modular design with contemporary aesthetics to match its powerful, customised performance. Because they are modular, two Cubes can be easily stacked — each comes with its own docking component — so that each unit can release air in different directions depending on how they are set up.

The Cube units can also be paired in one room for extra power or separated to purify two rooms simultaneously. When paired, a seamless Bluetooth connection lets users control both units as one.

All three products can be experienced at the Berlin City Cube at IFA between September 6 and September 11.

^{[1] Suction tested based on IEC62885-2 Cl. 5.8, tested at the inlet of the non-accessorised tool, at Max mode. Based on SLG (Schubert Leiter Gerätesicherheit) tests.}

^{[2] Tested based on IEC62885-2, Cl. 5.11, Max Mode. Based on SLG (Schubert Leiter Gerätesicherheit) tests.}

^{[3] 0.3~10µm is the size of particles (including pollen and mold) that are generally invisible to the human eye.}

^{[4] An extra battery will be sold separately as an accessory.}

^{[5] Tested on the AX47N9*****D for toluene, xylene, benzene, ethylbenzene, styrene, and formaldehyde gases in the National Test Institute of Korea.}

^{[6] The filter media has over 99.97% dust collection efficiency, based on a particle size of 0.26㎛, as specified by 42 CFR part 84. Tested at the National Test Institute of Korea.}