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By Samsung Newsroom
As the demand for exceptional sound grows, the role of audio devices is evolving. Speakers are no longer confined to simple playback, now acting as sculptural elements that shape the atmosphere of a space, offering not just pristine audio but also striking visual appeal and experiences designed for everyday living as design objects.
Samsung Electronics’ Music Studio, a wireless Wi-Fi speaker, was born from this evolution. Drawing inspiration from an orb and a dot, visual representations of how sound expands, its design stands out as a distinctive presence in any space. Meanwhile, its finely tuned acoustics flood a space with lush, immersive sound, elevating the fundamental value of audio.
▲ Music Studio 5 (left) and Music Studio 7 (right) feature an object-inspired design that visualizes how sound expands to complete the aesthetics of a space. Samsung Newsroom spoke with Jongmin Kim of the Product Planning Group, Jongbae Kim of the Sound Lab and Minsun Kang of the Product Design Group — all within the Visual Display (VD) Business Division — to explore how Music Studio redefines the boundaries between sound technology and design.
▲ (From left) Jongbae Kim (Sound Lab), Minsun Kang (Product Design Group) and Jongmin Kim (Product Planning Group), all from the VD Business Division
From Casual Listeners to Immersive Listeners: Tailoring the Listening Experience
The reasons people choose audio devices are more varied than ever, shaped by personal tastes and how they enjoy content. As immersive spatial audio from movies to games becomes a staple beyond just music, more listeners seek products that blend cutting-edge performance with inspired design.
Jongmin Kim explained the thinking behind Music Studio: “We focused on preserving the essence of sound while ensuring the product blends naturally into its surroundings, optimizing the overall user experience.” The decision to introduce two distinct models was based on in-depth consumer analysis. “We identified different needs between ‘casual listeners,’ who enjoy background music in their daily lives and ‘immersive listeners,’ who focus on the finer details of sound and fully engage with content,” Kim added. “Based on this, we differentiated the core value of each model to better serve each listening style.”
▲ Music Studio tailors the listening experience to user preferences, differentiating the core value of each model for optimized everyday use. Collaboration with global partners was also a key factor in expanding the listening experience. “To deliver meaningful value to users, we worked closely with our partners,” Kim said. “As a result, we were able to introduce Spotify Tap — a Wi-Fi-based feature that allows users to start music with a single button press without using a smartphone — to Music Studio for the first time globally, creating a differentiated user experience unique to Samsung audio products.”
Bringing Live-Like Immersion to Everyday Spaces With Music Studio 7
Creating an immersive audio environment requires highly sophisticated sound engineering. Designed specifically for spatial audio, Music Studio 7 underwent nearly two years of development and validation. At its core is a 3.1.1 Channel system that delivers sound in four directions — front, left, right and upward — along with advanced acoustic technologies that precisely control each channel.
▲ Music Studio 7 uses Waveguide and Pattern Control technologies that precisely control sound directivity, delivering immersive spatial audio reminiscent of a live performance. Jongbae Kim emphasized, “To create a sense of space from a single device, it is essential to control each channel so that sounds do not blend together. The ‘Waveguide’ and ‘Pattern Control’ technologies applied to Music Studio 7 are core technologies for spatial audio sound.”
The high-frequency range, which has strong directivity, can be easily controlled using the physical structure of the Waveguide. However, the mid-frequency range, which has relatively longer wavelengths, is difficult to narrow down in directivity using only the Waveguide. Pattern Control is a technology that suppresses specific sound areas using phase control signals. By inputting phase control signals based on Left, Right and Top channels into the front channel, it prevents the directivity of each channel from spreading unnecessarily. This enhances channel separation and delivers a more immersive sense of depth and 3D moving effects, even with a single speaker. Kim explained, “With these technologies, we have made it possible to clearly perceive the precise location and movement of sound using just one speaker.”
▲ With precise acoustic engineering that delivers distortion-free sound at both high and low frequencies, Music Studio 7 produces deep, rich, high-quality audio despite its size. To push performance even further, AI Dynamic Bass Control tackles the low-frequency distortion often found in compact speakers. This technology automatically analyzes and fine-tunes the woofer’s nonlinear movement, delivering deep, powerful bass from a surprisingly small package.
Music Studio 5 Balances Design and Sound Through Refined Aesthetics
Music Studio 5 offers harmonious sound wrapped in sculptural elegance and lifestyle-oriented design. Minsun Kang shared, “One of our biggest challenges was preserving Music Studio’s unique look while making sure it excelled as a speaker.”
A key influence was the collaboration with acclaimed furniture designer Erwan Bouroullec, which helped define Samsung Audio’s design language. Kang noted, “Blending Bouroullec’s artistic vision with Samsung’s practical approach, we crafted a look that feels at home as part of daily life.” Early on, the team experimented with bold forms to spark creativity, but turning these ideas into a high-performing speaker brought unique technical hurdles in arranging components and perfecting the acoustic structure.
▲ Music Studio 5 features a micro-perforated structure that balances object-like design and acoustic performance within an interior-friendly aesthetic. Kang shared, “To achieve both sculptural refinement and rich sound, we used a micro-perforated design on the front of the product. From afar, it stands out as a striking piece, but up close, its structure reveals the essence of audio.” In recognition of its design brilliance, Music Studio 5 was honored with the Gold Award at the prestigious iF Design Awards 2026. Kang added, “This achievement is the result of close teamwork with Bouroullec and the relentless dedication of our entire design team. We feel a special connection to this product, as it truly captures the meeting point of technology and aesthetics.”
In addition, Samsung’s proprietary Bluetooth audio codec, SSC (Samsung Seamless Codec), ensures stable, high-quality sound even without wires, perfectly uniting sleek design with top-tier performance.
Expanding the Sound Ecosystem With Q-Symphony
Rather than functioning as a standalone device, Music Studio offers an integrated entertainment experience through seamless connectivity and optimized sound synchronization across devices. As a Wi-Fi speaker with fully wireless connections except for power, it offers the flexibility to place it freely throughout the home. Jongmin Kim emphasized, “Regardless of where it is placed, Music Studio delivers sound optimized for the user’s listening environment, whether for music or video content.”
The Q-Symphony feature, which wirelessly connects with Samsung TVs, further enhances this experience. Supporting up to five devices simultaneously — including 2026 Wi-Fi speakers and soundbars — creates a more immersive surround-sound environment without limitations across product types.
Kim explained, “Users can freely configure the system to suit different spaces and use cases — for example, by connecting up to five Music Studio 7 units or pairing a Q-Series Soundbar with four Music Studio speakers. In such a configuration, the system supports up to 19.1.8-channel output, delivering dense, room-filling sound.”
He continued, “Our ultimate goal is to expand connectivity to a wide range of platforms — including partner products, TVs and mobile — so that users can experience optimal sound throughout every moment they engage with content.”
▲ Music Studio 7 (left) delivers immersive spatial audio, while Music Studio 5 (right) offers a refined, object-inspired design — together creating an integrated sound experience through seamless device connectivity. Going beyond the conventional speaker form, Music Studio sets a new standard for both performance and design. Samsung Audio’s innovation continues to enrich everyday spaces with immersive sound and refined aesthetics.
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By Samsung Newsroom
At the Game Developers Conference (GDC) Festival of Gaming 2026 from March 9-13 in San Francisco at the Moscone Center, developers, technical leaders and industry experts gathered to see how the latest display breakthroughs are reshaping the PC gaming experience.
During the event, Samsung Electronics also showcased its latest Odyssey gaming monitors and technologies at the San Francisco Marriott Marquis. Samsung brought together gaming industry leaders, enthusiasts and media to get a firsthand look at the Odyssey gaming monitor lineup and to play some of the hottest titles on PC, including Cyberpunk 2077 and Hell is Us.
▲ GDC 2026 was held in San Francisco. Running throughout the week, the Samsung Odyssey Gaming Lounge became a playground for PC visuals, complete with groundbreaking demos, unscripted reactions and candid conversations about what comes next for advanced gaming displays.
“Samsung has redefined 3D gaming — the technology is so sharp and crisp.”
— Floyd Broadnax, gaming content creator
Developers See What Glasses-Free 3D Can Do for Gameplay
The centerpiece of the showcase was Odyssey 3D. Using advanced eye-tracking and view-mapping technology, the monitor delivers a glasses-free 4K 3D display that adjusts depth in real time as players move in front of the screen. This delivers a completely new, immersive way to experience gameplay.
Developers, media and partners lined up to try the thriller Hell is Us from Rogue Factor in 3D on the 27-inch Odyssey 3D (G90XF), ahead of its public availability on Samsung’s 3D gaming library.
“Samsung has been the leading force for 3D gaming. I play everything from horror to FPS games, and the technology is really going to enhance my experience.”
— Ashley Rodgers, gaming content creator
Hell is Us drew a large crowd, with excited visitors eager to experience the game’s tight corridors, distant silhouettes and small environmental cues in glasses-free 3D. On Odyssey, visitors said it was easier to read where to go and feel the adrenaline and fear of each encounter without losing the game’s sense of mystery.
▲ The immersive details in Hell is Us on Odyssey 3D blew media away. Cronos: The New Dawn showcased a different side of 3D gaming through a launch trailer. The added depth on screen makes every moment feel more immersive and enhances the player’s sense of scale and atmosphere.
▲ Media got a close-up look at Cronos: The New Dawn on Odyssey 3D. “Samsung knows games and the brains of the developers, and that is something hardware companies don’t often know.”
— Jonathan Jacques-Belletête, Creative Director, Rogue Factor
▲ Jonathan Jacques-Belletête, Creative Director at Rogue Factor, demonstrated Hell is Us on Odyssey 3D.
Next-Generation Displays Draw Attention From Technical Leaders
HDR10+ GAMING quickly became a talking point in the room. Instead of relying on trial-and-error calibration screens, developers watched the game feed send scene-by-scene information to the monitor so highlights, shadows and color stayed closer to what they see in their own builds.
▲ Samsung’s EVP of Customer Experience Kevin Lee welcomes media to the Odyssey Gaming Lounge at GDC 2026. Developers and media also gravitated toward the 32‑inch Odyssey G8 6K (G80HS), testing how higher resolution affects UI and environmental detail. In busy scenes with dense 4K UHD elements, the extra pixels helped keep fine elements sharp without forcing changes to the game’s core art style.
On the 27-inch Odyssey G6 (G60H), the focus shifted to speed. With a 1,040Hz refresh rate, visitors looked at how fast camera pans, aiming and rapid inputs felt onscreen, and what that might mean for future competitive and high-performance titles.
“With our proven track record in hardware and software innovation, we’re partnering with global gaming studios to chart a clear path forward on compatibility. Ultimately, that’s about delivering an exceptional gaming experience our customers deserve.”
— Kevin Lee, EVP of Customer Experience, Visual Display (VD) Business, Samsung Electronics
A separate roundtable brought together leaders from across the industry, including Jakub Knapik, VP of Art and Global Art Director of CD Projekt RED; Yves Bordeleau, Founder and Head of Studio at Rogue Factor; Jonathan Jacques-Belletête, Creative Director at Rogue Factor; Piotr Babieno, Founder and CEO of Bloober Team; and Samsung’s EVP of Customer Experience Kevin Lee.
▲ Panelists Yves Bordeleau, Founder and Head of Studio at Rogue Factor, Jonathan Jacques-Belletête, Creative Director at Rogue Factor, Kevin Lee, Samsung’s EVP of Customer Experience, Jakub Knapik, VP of Art and Global Art Director of CD Projekt RED, and Piotr Babieno, Founder and CEO of Bloober Team, discuss innovations in gaming. Up-and-coming studios spoke about using new display technology to experiment and take creative risks, while larger publishers focused on setting standards that can scale across multiple genres and platforms. The group compared how they roll out new display features across engines and franchises — from integrating HDR10+ GAMING and 3D to deciding which features make sense for competitive games versus story-driven titles.
▲ Jakub Knapik, VP of Art and Global Art Director of CD Projekt RED, showcases Cyberpunk 2077 on the 32-inch Odyssey G8 6K. “I honestly think HDR10+ is a major milestone in color reproduction, one that we’ve all been waiting for. Thanks to it, players will be able to experience our true artistic intent — not to mention a far more immersive high dynamic range.”
— Jakub Knapik, VP of Art and Global Art Director, CD Projekt RED
For industry leaders, seeing their own content firsthand on Odyssey gaming monitors turned abstract specs into real trade-offs they could see and judge on screen. Samsung’s GDC 2026 showcase made it easier to evaluate which combinations of glasses-free 3D, HDR10+ GAMING, resolution and refresh rate will matter most for the games developers are building now.
Samsung’s gaming momentum shows no signs of slowing. With Hell is Us and Cronos: The New Dawn joining a library that already spans 60+ titles, including The First Berserker: Khazan, Stellar Blade and Lies of P: Overture, the company is on track to double its 3D game portfolio to over 120 titles by the end of 2026.
▲ Samsung Odyssey 3D was front and center at the Game Developers Concert on March 10. As developer partnerships deepen and consumer interest accelerates, Samsung is positioned to lead next-generation gaming through its comprehensive suite of monitor technologies, from 3D depth and dynamic HDR10+ GAMING to high-resolution 6K capability.
▲ Members of the media and content creators enjoy the Samsung Odyssey Gaming Lounge. View the full article
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By Samsung Newsroom
Screens have become integral to every facet of modern living. From work to entertainment, people now seek more freedom in how and where they enjoy visual content. Amid this shift, Samsung Electronics is redefining what a display can be — transforming screens from static fixtures into versatile companions that move seamlessly with users’ lifestyles, anytime and anywhere.
In the latest chapter of this journey to deliver the ultimate viewing experience, Samsung has explored the new “portable screen” category — embodied in The Movingstyle.
Merging the company’s leading expertise across TVs, advanced monitors and mobile devices, The Movingstyle brings cinematic visuals and smart versatility to spaces where traditional screens can’t go. To learn more about its development, Samsung Newsroom spoke with Seokmin Baek from the Product Planning Group and Michael (Hyeon-seok) Kim from the Enterprise R&D Lab of the Visual Display (VD) Business at Samsung Electronics.
▲ (From left) Seokmin Baek and Michael Kim
A Portable Screen for Every Viewing Experience
One of the key challenges in product planning is aligning new technologies with user demand. “We recognized the demand for a more comfortable viewing experience — even at home — and paired that insight with Samsung’s expertise in portable screen technology,” explained Baek, who played a key role in planning The Movingstyle.
“From The Sero, a portable TV with a pivoting screen for optimized mobile viewing, to The Freestyle portable projector and now The Movingstyle portable screen, Samsung has continuously expanded the boundaries of portable viewing,” he added. “Along the way, we identified the demand for a seamless viewing experience that lets users instantly open a screen wherever they want — and that idea became the starting point for this product.”
▲ The Movingstyle — a portable screen designed for effortless use anywhere around the home Thanks to its kickstand with a built-in battery, The Movingstyle can be used as a completely wireless screen anywhere — no additional accessories required. When extra power is needed, it can also be connected to an external battery.
“With the goal of creating a portable screen that can be moved freely throughout the home, we equipped The Movingstyle with a kickstand that allows users to continue watching content while, and immediately after, detaching the screen — and to carry it easily by the handle,” explained Baek. By simply unfolding the kickstand, users can detach the screen without any extra tools and place The Movingstyle upright on a desk, table or any surface.
▲ With its intuitive design, fast touch response and remote-control support, The Movingstyle offers a distinctive viewing experience. Because The Movingstyle supports touch input, operation feels even more intuitive and convenient. Viewing experiences are often contrasted in two formats: the “lean-forward” experience, in which users lean in toward the screen for deep immersion, and the “lean-back” experience, in which they sit back and enjoy content in comfort. “The Movingstyle is a product that allows users to move naturally between these two viewing experiences,” he said.
When users want to quickly adjust settings while on the move or look up a cooking video in the kitchen, they can use the touchscreen — the most intuitive and responsive way to interact. When watching a movie in bed, they can simply pick up the remote control. Both lean-forward and lean-back viewing are seamless and natural with The Movingstyle.
“We spent a lot of time thinking about The Movingstyle’s identity during product planning and eventually arrived at a new category by combining Samsung’s expertise in mobile devices with the strengths of our TVs and monitors,” Baek explained. “In essence, The Movingstyle offers the portability of a mobile device, the accuracy of a monitor and the immersive viewing experience of a TV. The addition of a touch interface, in particular, takes the user experience to a whole new level.”
User Satisfaction as the Ultimate Standard
As a product that combines the best qualities of mobile devices, monitors and TVs, The Movingstyle stands in a category of its own that is reshaping the market landscape. Creating such a product category was no easy task. “We had to redefine everything — from planning and development to manufacturing — to deliver a completely new user experience,” said Kim, who was involved in the product’s development. “We revisited every step, from consumer research and the development process to quality assurance.”
But redefining internal processes was only part of the challenge. Pioneering a new category also meant setting new industry standards. The development team had to determine specifications and establish safety standards from scratch. “I often pulled all-nighters, driven by the determination to create a brand-new category,” he said. “Without that goal, I don’t think I could have completed the project.”
▲ Blending the strengths of Samsung’s TVs, monitors and mobile devices, The Movingstyle opens a new category in display innovation. Unlike TVs, which are typically viewed from a distance, monitors are viewed much closer to the eyes — making them subject to stricter safety standards. And when touch functionality is added, durability, touch accuracy and response rate become critical factors as well. While monitors prioritize input-to-output accuracy, TVs must also enhance perceived picture quality and visual appeal.
Developing such a versatile product came with many hurdles — from defining specifications to addressing legal standards — but Kim remained composed throughout. “As a developer and engineer, it is my role to identify what customers want and turn that into a product,” he said.
“The Movingstyle was born from close collaboration across our TV, monitor and mobile teams, achieving a higher level of perfection by bringing together the best technologies from each field,” Kim added with pride. “It’s an outcome that could only be achieved by a world-leading company with deep technological expertise and product know-how across various categories.”
A Beautifully Effortless Design, Perfected in the Details
Aside from the screen itself, the kickstand is the most distinctive aspect of The Movingstyle’s design. As a key component that completes the portable screen’s user experience, it hides a number of intricate details behind its simple appearance.
▲ Rear view of The Movingstyle and its kickstand Durability was the primary focus of the kickstand’s development. “After much consideration, we adopted a circuit-integrated design for the hinge structure that allows the stand to fold. Simply put, there’s a sturdy hinge, and housed inside it are the cables, power management circuit and other parts,” explained Kim.
An independent standard hinge — typically installed separately from components such as the battery, cables and circuit board — is far easier to develop and manufacture but significantly less durable. To ensure the highest quality, Samsung instead chose a structure that integrates the circuit and hinge into a single module. This approach required a more complex design and manufacturing process but was key to achieving The Movingstyle’s exceptional build.
▲ Connection ports and the attachment/detachment button located on the rear of The Movingstyle (left). The Movingstyle is designed to complement any interior, blending seamlessly into every space in the home. Careful thought was put into the connection ports located on the back of the screen as well. “The Movingstyle was designed to function as a single, self-contained object that blends naturally into any space, thanks to its slim and compact form,” Baek said. “We especially wanted users to focus entirely on the screen without being distracted by exposed cables. To achieve this, we neatly positioned the connection ports at the center of the rear panel, resulting in a clean and refined finish.”
▲ The Movingstyle can also be used in portrait mode. Another advantage of The Movingstyle is its ability to switch seamlessly between landscape and portrait modes while attached to the base stand. Users can enjoy both horizontal and vertical content in their optimal forms on the wide screen. “When giving a presentation, The Movingstyle can serve as a prompter in portrait mode. And with touch input support, the device is also convenient to use as a display during meetings where no other screen is available,” said Kim.
▲ The Movingstyle opens a new chapter in portable touchscreen technology. The Movingstyle exemplifies Samsung’s commitment to understanding user needs and transforming them into entirely new product experiences. “I hope The Movingstyle will be remembered as the starting point of a shift that opens a new chapter in portable touchscreen technology,” said Kim. More than just a cutting-edge display, The Movingstyle marks the next evolution in how users experience visual content — and now, it’s ready to prove its potential in the market.
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By Samsung Newsroom
As the film began, a quiet gasp of awe rippled through the audience. When the screen illuminated the dark theater, every frame came to life with an unprecedented level of clarity. The characters’ subtle expressions were vividly defined, while even the dimmest scenes unveiled striking contrasts and layers of intricate details.
Samsung Onyx is the world’s first cinema LED display, introduced by Samsung Electronics in 2017. The first theater equipped with Samsung Onyx opened that same year at Lotte Cinema World Tower in Seoul, Korea, followed by five additional Lotte Cinema locations1 around the country.
Now, in October 2025, the latest evolution of Samsung Onyx — the company’s first major update to the technology in eight years — makes its Korean debut at Lotte Cinema Sillim’s Gwang-eum LED theater, the cinema brand’s seventh LED venue.
So why is Lotte Cinema expanding its lineup of cinema LED theaters and moving away from traditional projectors? Samsung Newsroom visited the new Gwang-eum LED theater to experience the difference firsthand and hear what moviegoers and theater representatives had to say.
▲ Lotte Cinema Sillim’s Gwang-eum LED theater, where Samsung’s latest Onyx technology made its Korean debut
A Rich Interplay Between Contrast and Color
▲ At Lotte Cinema Sillim’s Gwang-eum LED theater, a Samsung Onyx trailer plays before each movie begins. The difference was clear the moment the screen lit up. As fine beams of light gradually filled the pitch-black display, Samsung Onyx delivered breathtaking contrast and deep blacks, while the interplay of light and color revealed an exceptional range of hues that almost felt tangible.
▲ The Samsung Onyx display delivers 4K resolution with 100% DCI-P3 color coverage, reproducing every hue and texture just as film creators intended — without distortion. Unlike conventional projector systems, Samsung Onyx generates its own light through LEDs, producing perfectly defined blacks and whites along with an exceptionally rich color palette. Its outstanding contrast ratio and deep blacks ensure uniform brightness across the entire screen without light bleed, allowing even the darkest scenes to maintain their texture and depth.
▲ The Samsung Onyx screen delivers brilliant HDR visuals with peak brightness levels of 300 nits (87.6fL), true black levels and precise color accuracy. “Even during the brightest and darkest scenes, my eyes didn’t feel strained,” shared moviegoer Jeonghyeon Yoon after watching a popular animated film at the theater. “The frames flowed so smoothly that it made watching the movie even more enjoyable.”
The vivid color and contrast of the Samsung Onyx screen appeal not only to audiences but also to animation filmmakers. “On the Onyx, these little details were perfectly visible —details which give a lot to the atmosphere, to the peaceful tone of the scene,” said Matīss Kaža, producer of the dialogue-free animated film “Flow” — which won a Golden Globe® Award for Best Motion Picture — Animated and an Academy Award® for Best Animated Feature. “Cinema is all about detailing in the visual storytelling, and this comes through on Onyx very well.”
In addition, Pixar Animation Studios has collaborated with Samsung to master its animated films such as “Elemental,” “Inside Out 2” and “Elio,” making them available in 4K theatrical HDR format compatible with Samsung Onyx.
▲ (From left) Jinha Jeong and Yongseop Yoon of Lotte Cultureworks note that Samsung’s ongoing technological innovation and reliable product quality have enabled the delivery of a consistently premium cinema experience. “Samsung Onyx enables sophisticated color expression and reproduces true blacks, earning highly positive feedback from audiences,” said Jinha Jeong, Senior Manager at Operations Innovation Team, Lotte Cultureworks. “Many animation fans now say that certain movies must be watched in Onyx LED theaters. With such strong audience satisfaction, LED theaters have now established themselves as one of Lotte Cinema’s signature screening formats.”
Mega-Sized Screens That Transform the Atmosphere
The evolution of Samsung Onyx goes beyond picture quality. The 2025 model (ICD) is reshaping not just the visuals but the very environment of the moviegoing experience.
A new screen nearly 11 meters wide has been installed at Lotte Cinema Sillim’s Gwang-eum LED theater — the largest size possible within the theater’s dimensions. This was made possible by Samsung Onyx’s flexible scaling options, which allow for custom sizing beyond the standard widths of 5 meters (1.25 mm pixel pitch), 10 meters (2.5 mm) and 14 meters (3.3 mm).2 In Lotte Cinema Sillim’s case, additional cabinets were added to the sides and bottom of the standard 10-meter model, enlarging the display by more than 30%.
“Due to the structural limitations of the Sillim branch, we were previously able to install only a 10.24-by-5.4-meter LED screen,” Jeong explained. “However, with Onyx’s scalability, we expanded it to 11.52 by 6.3 meters,3 creating a captivating sense of immersion that fills the viewer’s entire field of vision.”
▲ Yongseop Yoon and Jinha Jeong explain that thanks to Onyx’s scalability, they were able to install the largest possible screen for the Gwang-eum LED theater’s space. In Samsung Onyx-equipped theaters, every seat offers a crystal-clear view without edge distortion or resolution loss, ensuring an optimal viewing experience from any angle. Unlike traditional projector-based theaters, Samsung Onyx delivers uniform brightness and color accuracy across the entire screen for every single viewer.
▲ The Onyx screen’s ability to reproduce the colors and textures exactly as creators intended allows viewers to enjoy vivid, distortion-free images without loss of resolution — no matter where they sit in the theater. “Dynamic scenes such as explosions and battles appeared incredibly sharp, and the vibrant colors made the viewing experience even more immersive,” shared Eunjeong Lim, another moviegoer, after watching a film at the Gwang-eum LED theater.
“Even the outlines of the subtitles were crystal clear, and compared to other screens, the colors felt noticeably richer and more vivid,” added fellow viewer Byeongrok Kang.
▲ Both on-screen text and subtitles appear exceptionally sharp and clear on Onyx screens. In addition, Samsung Onyx delivers peak brightness levels of up to 300 nits — about six times brighter than conventional projector systems — offering crisp, lifelike visuals even in well-lit environments. This enables theaters to use the space not only for movie screenings but also for a wide range of events such as live concert broadcasts, sports match screenings and dining cinema experiences.
“When watching concert footage, the LED screen vividly captures even the darkest corners of the stage,” Jeong explained. “In the Gwang-eum LED theater, where the Onyx screen is paired with powerful sound, audiences can immerse themselves to an astonishing degree.”
“We’re expanding differentiated services like Onyx LED theaters to deliver a more vivid and immersive viewing environment that can only be experienced in cinemas,” said Yongseop Yoon, Head of Projection System Network Operation Center (NOC) at Lotte Cultureworks. “Beyond technological advancement, our goal with the Samsung Onyx screen is to convey the emotional essence of film in its purest form.”
“Personally, I highly recommend watching a visually stunning sci-fi movie at the Gwang-eum LED theater in Sillim,” he added.
Entering the Next Generation of the Cinema Experience
Samsung Onyx is more than just an LED screen — it’s a space where viewers can experience the future of cinema right before their eyes. Those who have experienced the cutting-edge technology often comment that they can’t wait to experience it again.
“The speed and intensity of the action scenes felt very real, and the vivid colors made me feel as if I were part of the movie,” Lim shared. “With this level of picture and sound quality, I definitely want to watch my next film at an Onyx theater.”
“For films by directors like Makoto Shinkai, where color and visual style are essential, watching them here would feel completely different,” added Jeonghyeon Yoon.
In an era when the boundaries between streaming and theatrical releases are becoming increasingly blurred, Samsung Onyx reminds viewers of the irreplaceable emotion that only theaters can provide. The growing popularity of special sing-along screenings and theatrical releases of animation series proves that the in-theater experience remains truly unique.
Audiences today seek theaters that offer ultimate immersion and an experience that rekindles the magic of cinema. That’s why the phrase “a movie that has to be watched in a theater” still holds true. Amid this shift, Samsung Onyx is redefining the value of theaters through technological innovation and by opening new possibilities for cinematic experiences. The future of cinema that Samsung Onyx envisions is already unfolding — right before our eyes.
▲ With its exceptional image quality and superior space efficiency, Samsung Onyx is shaping the future of cinema. Charlotte Private at Lotte World Tower, Konkuk University Entrance, Suwon, Cheonan Buldang and Busan Centum City in addition to the inaugral World Tower screen ︎ 5, 10 and 14 meters correspond to 16, 33 and 46 feet, respectively ︎ Roughly 38 by 20 feet ︎ View the full article
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By Samsung Newsroom
Samsung Electronics, a global leader in display technology, today announced it will showcase its highly anticipated 2025 hotel TV lineup at Integrated Systems Europe (ISE) 2025 in Barcelona. The new lineup combines sophisticated designs, cutting-edge in-room entertainment features and a unified platform, reinforcing Samsung’s commitment to redefining the premium hotel experience.
“Our 2025 hotel TV lineup is designed to elevate the guest experience with personalization at its core,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “Hotels can customize their room’s ambiance with The Frame’s Art Mode, offer seamless streaming with Apple Airplay and the newly added Google Cast, and enable convenient control of the room environment through SmartThings Pro, all tailored to individual guest preferences.”
Redefining Hotel Aesthetics With The Frame
Samsung’s 2025 lineup introduces the award-winning The Frame (model name HL03F)1 as a hotel TV, bringing stunning 4K QLED picture quality with vivid colors, deep contrasts and lifelike visuals to every room, all while maintaining a sleek and sophisticated design that transforms interiors. With its innovative Art Mode, The Frame allows hotel managers to customize guest rooms and surroundings by displaying a curated selection of modern or classic artwork — or even other tailored images such as hotel-branded visuals — when the TV is not in use.
Combined with an Anti-Reflection Matte Display that limits light interference and a Slim-Fit Wall Mount that enables the TV to sit flush against the wall like a true art piece, The Frame elevates hotel aesthetics with a unique blend of luxury and personalization.
As the official visual display sponsor of Art Basel, The Frame reflects Samsung’s dedication to combining cutting-edge technology with timeless design. Its introduction sets a new benchmark for hotels seeking to deliver a refined, personalized and visually captivating experience for their guests.
Enhancing Guest Experiences With Google Cast for Seamless Streaming
▲ Google Cast is a trademark of Google LLC.
Samsung’s 2025 hotel TV lineup, along with the 2024 HBU8000, takes in-room entertainment to the next level by supporting Google Cast2 for secure, seamless, in-room streaming. Guests will be able to easily cast their favorite content directly from their Android and iOS devices to the TV without the need for additional dongles or login requirements. The connection process is quick and straightforward, utilizing QR codes for instant pairing.
“We’re thrilled to bring Google Cast to Samsung TVs, extending the convenience of seamless content sharing to both hospitality and consumer models,” said Tiger Lan, Google’s Senior Director of engineering for multi-device experiences. “Whether guests are enjoying their favorite shows and playlists on hotel TVs or streaming effortlessly at home, this collaboration ensures users have reliable, personalized access to their content wherever they are.”
The lineup also supports Apple AirPlay,3 allowing hotel guests to securely connect their iOS and iPadOS devices to the TVs in their rooms for an effortless streaming experience.
Unlike traditional systems, both Apple Airplay and Google Cast can be used independently of third-party system integrator (SI) requirements, simplifying installation for hotels and reducing infrastructure demands. Furthermore, Samsung ensures robust privacy by ensuring that no personal information or device pairing data is stored, giving guests complete peace of mind during their stay.
Streamlining Hotel Operations With a Connected Ecosystem
Samsung’s 2025 hotel TV lineup introduces a fully connected ecosystem designed to enhance operations and elevate guest experiences. With Tizen 9.0, guests benefit from an intuitive and seamless interface that simplifies access to streaming apps, smart room controls and personalized services, creating a more enjoyable and connected stay.
For hotel operators, LYNK Cloud offers a powerful cloud-based solution that combines customizable content delivery, remote device management and over-the-top (OTT) entertainment. Equipped with an e-commerce platform, it enables guests to perform service interactions such as ordering room service, booking hotel amenities and accessing a digital concierge. Simultaneously, hotel managers gain valuable insights to personalize guest content and deploy targeted promotions across rooms or properties globally, driving operational efficiency and guest satisfaction.
SmartThings Pro further strengthens IoT connectivity by enabling secure and centralized control of Samsung Hospitality TVs, Smart Signage, air conditioning systems and more. With a scalable dashboard and customizable application programming interfaces (APIs), SmartThings Pro allows hotel IT teams to monitor performance, manage devices across multiple units and seamlessly integrate with existing systems.
1 The functionality of The Frame in the hotel TV lineup may vary from the consumer version.
2 Google Cast is a trademark of Google LLC. Google Cast supports Android 6 and above, and iOS 14 and above. Availability may vary by device, software version and region.
3 AirPlay is compatible with iOS 11, iPadOS 13, macOS Mojave 10.14 and later versions. Availability may vary by device, software version and region.
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