Where Innovation Meets Industry: How Samsung’s Display Showroom in California Helps Rethink What’s Possible
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By Samsung Newsroom
Samsung Electronics today announced new education solutions for its Android-based Samsung Interactive Display lineup, making shared classroom displays easier to personalize and manage. Announced and exhibited at ISTELive 26, a leading education technology conference that is being hosted by the International Society for Technology in Education (ISTE) from June 28-July 1 in Orlando, Florida, the new solutions reflect Samsung’s focus on practical classroom tools for teachers and school IT teams.
“Digital classrooms depend on the right balance of advanced hardware, intelligent software and intuitive user experiences,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By bringing together AI and seamless connectivity, Samsung’s interactive display solutions are designed to support a more flexible, connected learning environment in which teachers and students can thrive.”
Samsung AMS: Personalizing the Shared Display Experience
In schools where multiple teachers use the same classroom display throughout the day, access and privacy can become daily challenges. Samsung Account Management Solution (AMS), which comes pre-installed on compatible Android-based Samsung Interactive Display lineup models, allowseach teacher to access their own account using a QR code or an NFC-enabled ID card.1 This streamlined sign-in experience helps schools support shared devices without relying on local profiles tied to a single display.
With Home Personalization, Samsung AMS supports cloud-connected profiles, allowing teachers to access their preferred layout, wallpaper, bookmarks, app shortcuts, files and settings when they sign in to compatible displays in different classrooms. This transforms any shared display into a personalized teaching workspace, giving teachers a consistent experience from room to room.
For added security, teachers can instantly activate a screen lock when they need to leave the classroom for brief amounts of time.
As schools add more connected displays, IT teams need a simpler way to manage users, devices and classroom permissions. Samsung Education Portal provides a central location for IT managers to register teachers and enroll devices. In terms of user management, NFC binding links NFC cards to teacher accounts so staff can sign in to shared displays with their assigned cards. IT teams can also enable Samsung AMS on selected displays and manage account access when needed, allowing classrooms to stay ready for the next teacher.
Samsung Education Portal also includes Tags, a feature that lets IT teams group displays by school, building or classroom. The same tags can support emergency alerts, enabling schools to push preconfigured alerts to selected Samsung Interactive Displays through major notification platforms like InformaCast and Raptor.2
Samsung AI Assistant: Supporting More Efficient Teaching and More Active Learning
Samsung AI Assistant provides AI tools for common classroom tasks directly on compatible Android-based Samsung Interactive Displays. The app supports content discovery, transcription, summaries and quizzes, helping teachers encourage student focus, participation and comprehension throughout lessons.
With Circle to Search,3 teachers can circle on-screen text or images to find related information, visuals, videos and web links without leaving the display. Results can also be used in other classroom apps, such as Samsung Whiteboard, so teachers can bring supporting materials into the lesson more easily. Live Transcript converts spoken instruction into real-time text on the screen, making lessons easier to follow for students with hearing impairments, as well as multilingual learners.4
Samsung AI Assistant also includes AI Summary and AI Quiz. Using recorded lesson content, AI Quiz generates questions that allow teachers to assess student comprehension in real time. This keeps students engaged through the end of the lesson, while giving teachers immediate visibility into class performance, such as the overall correct answer rate. With Single Sign-On for Samsung AI Assistant through Samsung AMS, teachers can return to previous lesson materials, including AI-generated summaries, without signing in again.
Samsung Brings More Choice to Classroom Display Technology
Samsung AI Assistant is currently available following its April release, while Samsung AMS will be available beginning in July alongside related Samsung Education Portal updates.5
Samsung’s Android-based Interactive Display portfolio gives schools a range of options for classrooms, media rooms and shared learning spaces, with three new models: WAF-S, WAFX-PS and WAHX-M.6 These models, along with the existing WAF and WAFX-P series, support Samsung AI Assistant and Samsung AMS. The lineup is also EDLA-certified,7 providing seamless access to services like Google Classroom and Google Drive, which further enrich the educational experience.
WAF-S and WAFX-PS build on previous models (WAF, WAFX-P) with an Android OS upgrade to Android 16. The new OS includes improvements in usability, accessibility, security and privacy. The upgrade gives schools a more advanced display experience while preserving the familiarity of the core product.
WAHX-M introduces a 98-inch option to Samsung’s Interactive Display portfolio for the first time, supporting larger spaces such as lecture halls and conference rooms. Available in 65-, 75-, 86- and 98-inch sizes, WAHX-M supports on-device AI features8 such as voice command, AI calculator and text-to-speech, along with Samsung AMS and the Samsung AI Assistant app.
For more information, visit www.samsung.com.
NFC-enabled sign-in availability may vary by model. ︎ This feature requires integration with a compatible notification platform. ︎ This solution is based on Google’s Gemini API and incorporates our proprietary features tailored specifically for educational products. As a result, the user experience (UX) and usability may differ from the Circle to Search used on mobile devices. ︎ Supported languages for Live Transcript may vary by model and region. ︎ Feature available in selected regions and models only, available in certain markets. Feature may be suspended or ceased without notice. ︎ Model availability and launch timing may vary by regions. ︎ Enterprise Devices Licensing Agreement, a program Google introduced at the end of 2022 to help solutions providers offer devices with built-in Google Mobile Services. ︎ Supported languages for on-device AI features may vary by region. ︎ View the full article
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By Samsung Newsroom
At KUKA’s headquarters in Augsburg, Germany, a new showroom transforms high-tech innovation into an immersive experience. One of the world’s leading robotics and automation companies, KUKA presents a striking installation that combines its robotics technology with Samsung Electronics’ display solutions.
At the center of the showroom, a kinetic art installation features two KUKA industrial robots moving a 65-inch Samsung Smart Signage display in perfect synchronization. Positioned in front of a Samsung IEA Indoor series 4K LED display composed of 64 cabinets, the panels open like a curtain to reveal vivid digital art across the large-scale backdrop. Content ranges from close-ups of performers to motion graphics and other dynamic visuals.
With a 2.0mm pixel pitch, the IEA series display delivers sharp detail and vivid color, even at close range. The clarity enhances the robot-led performance, allowing visitors to see how precisely KUKA’s robots move, respond and animate visual content.
▲ Each KUKA robot moves a 65-inch Samsung QM65C Smart Signage display in sync, creating a showstopping performance. ▲ Samsung display technology highlights KUKA’s robotic precision through movement, color and digital storytelling. In another area of the showroom, five vertically mounted 105-inch Samsung QPDX-5K Smart Signage displays in a 21:9 format create a realistic “production window” effect. The supersized screens give visitors the feeling of looking directly into an automated manufacturing line, bringing the experience of a factory tour into the space. The installation offers another example of KUKA’s engineering capabilities, demonstrating how robotics can be presented with precision and impact.
▲ Vertically installed Samsung QPDX-5K Smart Signage creates a “production window” effect into KUKA’s automated production environment. “We want to make complex technologies feel tangible and engaging while remaining flexible across different presentation formats,” said Lorenz Löbermann, Global Lead Corporate Brand Management at KUKA Group. “Samsung displays meet these needs perfectly.”
The showroom also incorporates 16 Samsung VMC-R video wall displays, further expanding the installation’s visual range. MEDIA tek,1 the project’s integration partner, customized and installed the Samsung solution — combining LED, large-format LCD and video wall displays to create a cohesive and immersive experience.
▲ Amit Chatterjee discusses how the collaboration with KUKA and MEDIA tek brings display systems into a real-world setting. “Together with KUKA and MEDIA tek, we implemented a project that makes smart technology and quality accessible to everyone,” said Amit Chatterjee, Manager of Presales Solutions at Samsung Electronics Germany.
The showroom gives visitors a more direct way to experience KUKA’s innovations. Robots, displays and digital content come together to show automation in motion rather than as a static concept. For KUKA, the space connects its engineering heritage with a more accessible vision of automation — highlighting not only what the systems do, but how they move, respond and create new possibilities for industry.
▲ The KUKA robots perform in harmony with the dancer displayed on the large Samsung LED signage (IEA series) behind them. Through a combination of large-scale digital displays, robotics and dynamic content, Samsung Electronics demonstrates how complex ideas can be communicated with greater clarity, impact and accessibility. The company continues to show how next-generation displays can shape commercial environments and create more engaging experiences.
▲ Video production credit: Elastique. GmbH Based in Bavaria, Germany, MEDIA tek GmbH is a leading full-service provider of professional audio, video and media technology. The company also offers comprehensive services in the fields of room acoustics, reverberation optimization and acoustic room design. ︎ View the full article
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By Samsung Newsroom
From winning the CES 2026 Best of Innovation Award to being named one of TIME magazine’s “Best Inventions of the Year,” Samsung’s Micro RGB TV has earned global recognition. Building on its debut as the world’s first Micro RGB TV, Samsung Electronics is expanding the lineup this year with a 130-inch ultra-large model, setting a new benchmark for next-generation television technology.
From adopting micro-size RGB (red, green and blue) LEDs as a backlight unit to pursuing enhanced color expression and integrating AI technology for ultra-large displays, the development of the Micro RGB TV was a continuous series of firsts — with virtually no reference points to guide the process.
Samsung Newsroom spoke with Insang Hwang of the Visual Display (VD) Business Division’s Product Planning Group to learn more about how this new category of the Micro RGB TV was developed.
▲ Micro RGB TV recognized for its technological excellence in the global market.
Creating a New Category With No Reference
The Micro RGB TV began as a project to create an entirely new category in the TV market. Hwang recalled, “Because the mission was to create a category that didn’t previously exist, every department — from development to sales and marketing — had to work together with a shared sense of urgency and responsibility.”
One of the biggest challenges was the absence of any reference point. The team had to develop new technologies and products from scratch while simultaneously defining the value they could deliver to consumers. “We went beyond simply applying RGB light sources,” he said. “We developed a proprietary concept called ‘Micro RGB,’ which miniaturized even the backlight unit itself to the micro level.”
Pursuing 100% BT.2020 — The “Ultimate Color Gamut”
At the core of the Micro RGB TV is its color reproduction. By applying RGB LEDs as the backlight unit, the display achieves wide and highly accurate color reproduction.
“Although the Micro RGB TV started with the goal of delivering richer color reproduction, there was no clearly defined industry standard at the time,” Hwang said. “We felt a strong sense of responsibility, believing that the conditions we set could become the new standard for the market. That’s why we set the ambitious goal of achieving ‘100% BT.2020’ — the ultra-high-definition color standard defined by the International Telecommunication Union (ITU) and often referred to as the ‘ultimate color gamut.’”
▲ Micro RGB TV achieves 100% BT.2020 — the “ultimate color gamut” — setting a new standard in the TV market. Achieving 100% BT.2020 means that a level of color reproduction once limited to professional monitors can now be experienced on TVs — one of the most widely used displays in everyday home environments. It also marks a significant advancement in the technical standards of the display industry.
The journey, however, was far from easy. “In the early stages of development, we struggled to reach the target values,” Hwang recalled. “However, through persistent efforts to achieve perfect color reproduction, the development team was ultimately able to meet its goal.” He added, “It wasn’t just about developing new technology. We also worked to establish measurable standards to validate its performance.”
Bringing Cutting-Edge Technology Into Everyday Viewing
For product planners, the top priority is to convert advanced technology into an experience that users can easily perceive in everyday life. “We continuously thought about how to translate Micro RGB’s powerful hardware performance into a practical viewing experience,” Hwang said. “We focused on making its key strength — color — something users can feel naturally in everyday content while delivering an immersive viewing experience.”
“While Micro RGB achieves one of the highest color gamuts available in TVs today, only a limited amount of content fully utilizes it,” he noted. “So we enhanced software capabilities to ensure users can experience the difference across a wider range of content — from HDR content to everyday content such as OTT streaming and sports.”
One of the key features is Micro RGB Color Booster Pro. Hwang explained, “Leveraging a high-performance neural processing unit (NPU), AI analyzes content in real time to enhance color expression with precision. This allows users to enjoy Micro RGB’s vivid color performance not only in HDR content but also in everyday viewing.”
▲ Hwang explained that Micro RGB Color Booster Pro enhances color for a richer and more vivid viewing experience. He added, “For example, in soccer — one of the sports most frequently watched on TVs — the newly introduced AI Soccer Mode Pro automatically detects the content and enhances colors such as the grass and team uniforms. With the global football season kicking off in June, it’s a feature worth noting for those seeking a more immersive viewing experience.”
In addition, the TV incorporates a Glare Free feature designed for real-world viewing environments. “We applied glare-free technology so users can consistently enjoy Micro RGB’s exceptional color performance regardless of lighting conditions,” Hwang explained. “Whether in a dark room or a brightly lit space, viewers can stay fully immersed without reflections interfering with the screen.”
Scaling Immersion With a 130-Inch Display
The newly introduced 130-inch ultra-large model delivers an overwhelming sense of immersion, as if the entire wall comes to life. As screen size increases, maintaining image detail becomes increasingly critical.
Hwang said, “We equipped the TV with Supersize Picture Enhancer, an AI-powered picture quality technology optimized for ultra-large displays. Thanks to this, viewers can enjoy Micro RGB’s rich colors and sharp image quality without distortion or pixelation.”
The sound experience and design were also significantly enhanced. “With a 160W 10.4.2-channel speaker system, the TV delivers immersive sound that fills the entire space without the need for external speakers,” he added.
▲ Micro RGB TV features a wall-mount design that integrates seamlessly with the space, enhancing immersion. The Micro RGB TV’s signature wall-mount design further reinforces immersion by blending the display seamlessly into its surroundings. “We developed a proprietary pocket structure and wall-mount bracket1 so the TV can sit flush against the wall with virtually no gap,” Hwang explained. “We focused on delivering an optimized viewing experience for ultra-large screens across picture quality, sound and design.”
Toward the Next-Generation Screen Experience
The Micro RGB TV goes beyond technological advancement — it expands the boundaries of how users experience screens in everyday life while setting new standards for the industry.
“Samsung TVs are evolving into screens that seamlessly integrate into users’ lifestyles and living spaces, understanding their preferences through data and enabling interactions,” Hwang said. “They will go beyond content consumption to become powerful platforms that connect limitless experiences and services.”
As the Micro RGB TV continues to push the boundaries of innovation, Samsung is paving the way for the next generation of screen experiences.
Applicable to 85-, 75- and 65-inch models only ︎ View the full article
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By Samsung Newsroom
On March 27, Samsung KX in London came alive as Samsung Electronics brought fans together for Samsung OLED FC, a Clubs tournament in EA SPORTS FC 26 that turned live competition into a showcase of speed, skill and immersive display performance.
With a peak of about 42,000 viewers tuning in remotely at the same time through the Samsung Odyssey and other Twitch channels, the event combined the atmosphere of a live esports showdown with the reach of a global online broadcast. Team captains from France, Germany, Spain and the UK competed on the main stage in front of a live audience, while their teammates joined the action remotely.
Samsung OLED FC captured the thrill of competition, from crowd reactions and influencer appearances to the winning play. Powered by Samsung’s latest OLED display lineup, the tournament gave attendees a front-row seat to vivid visuals and fast-paced gameplay on the OLED TVs (S90F) and the Odyssey OLED G6 (G60SF) monitors.
Samsung Newsroom captured key scenes from the event below.
▲ Fans fill Samsung KX in London as Samsung OLED FC brings a live EA SPORTS FC 26 competition to the venue. ▲ The main stage at Samsung KX is set for competition, showcasing EA SPORTS FC 26 gameplay on Samsung OLED TVs during Samsung OLED FC. ▲ Powered by Samsung OLED, the event delivered vivid visuals and immersive gameplay — featuring the Odyssey OLED G6 (left) and Samsung OLED S90F (right). ▲ Team captains from France, Spain, Germany and the UK are welcomed on stage ahead of the tournament at Samsung OLED FC. ▲ Team captains Gravesen_1 (Spain) and RockY (France) compete live on stage during Samsung OLED FC. ▲ Team UK and Team Spain face off on stage at Samsung OLED FC. ▲ Team UK and Team Germany compete as fans watch the action unfold at Samsung OLED FC. ▲ Fans watch as Team Germany and Team France compete on stage at Samsung OLED FC. ▲ The crowd reacts to a goal during Samsung OLED FC. ▲ Players go live from the on-site gaming bus, a dedicated streaming hub at Samsung OLED FC. ▲ Visitors experience Samsung Odyssey OLED gaming performance at Samsung KX. ▲ The night ends with Team France lifting the title at Samsung OLED FC. View the full article
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By Samsung Newsroom
At Integrated Systems Europe (ISE) 2026, Europe’s largest display exhibition held in Barcelona this February, an installation at the Samsung Electronics booth captured visitors’ attention. Just 52 mm thick, the display shows objects rotating 360 degrees as if floating in midair — without 3D glasses.
Spatial Signage, Samsung’s glasses-free 3D display, has earned industry recognition with awards at IFA 2025, CES 2026 and ISE 2026. Bringing the concept to life required close collaboration across display, research and design teams — each solving a different piece of the 3D puzzle.
Samsung Newsroom spoke with experts across the company — Jong-Gu Sun and Yujin Nam from the Visual Display (VD) Business, Chang-Kun Lee from Samsung Research (SR) and Eun Vit Chung from the Corporate Design Office (CDO) — about the journey behind the innovation.
▲ Spatial Signage
Redefining the 3D Visual Experience
As demand grows for more distinctive visuals, the need for new display solutions is increasing. “We are seeing rising interest in visually striking content that captures attention, such as ultra-large LED-based anamorphic displays,” said Sun. “However, these installations typically require more space than traditional signage and dedicated 3D content.”
“Spatial Signage delivers immersive 3D depth without glasses or bulky holographic boxes, enabling differentiated experiences across a wide range of environments,” he added. “It also reduces the cost of producing dedicated content while remaining compatible with existing signage systems.”
▲ Sun discusses how Spatial Signage brings immersive 3D experiences to life. Turning the concept into reality required a strong technological foundation. “While exploring new signage solutions, we discovered advanced display technology under development at Samsung Research and realized it could enable 3D signage for B2B environments,” said Chung. “From that point, close collaboration among SR, CDO and the VD Business advanced the technology and brought it to market.”
Inside the Technology Behind Spatial Signage
At the core of Spatial Signage is 3D plate technology. “The system combines a display with optical components to send separate images to each eye, applying the principle of binocular disparity so the brain perceives depth,” Lee explained. “A lenticular card — which shows different images depending on the viewing angle — is a common example of a 3D plate.”
▲ Principle of 3D plate technology “Spatial Signage uses a new method of rendering 3D images to address the limitations of conventional glasses-free 3D displays, such as reduced image quality and narrow viewing angles,” he added. “By presenting the main subject in high-resolution 2D while using a 3D plate to create depth in the background, it achieves both immersion and high image quality.”
Building an ultra-large, 85-inch 3D display was no easy task. A 3D plate is made by combining lenticular lenses with printed images to produce 3D visuals — and once created, it cannot be adjusted.
▲ Lee highlights Samsung’s innovative technology behind the ultra-large, 85-inch 3D display. “If discrepancies between design specifications and the actual structure are not precisely accounted for, the background on screen can appear distorted,” said Lee. “To address this, we developed a special pattern to detect errors during lens production.” By combining this printed pattern with the lenticular lens, the team could quickly identify deviations and adjust printing conditions accordingly.
Securing depth while maintaining a slim profile was another challenge. Spatial Signage uses a thin 3-4 mm 3D plate to create a box-like sense of space with a perceived depth of up to 500 mm, as if extending inside the screen. “Achieving depth with such thin optical materials made lens design and reliability testing difficult,” Nam explained. “Despite numerous unexpected obstacles, we explored a range of ideas and ultimately improved the product’s quality.”
▲ Nam shares how the team achieved a 3-4 mm thickness and 500 mm depth through numerous trials. The team also faced physical limitations. “With an ultra-large 3D plate, gravity can cause sagging, leading to blemishes or distortions, while vertical lenses can produce the moiré effect — a high-frequency, wave-like pattern,” said Nam. “We repeatedly encountered these technical constraints. It would not have been possible without close collaboration across teams.”
▲ (From left) Chang-Kun Lee and Eun Vit Chung
Crafting Depth Through Design
With the technology in place, the next step was to design an intuitive and immersive visual experience. “To maximize depth on the 85-inch screen, we refined the 3D plate imagery and developed guidelines for image processing that enhance elements such as perspective and shadows,” Chung emphasized. “It is the result of years of accumulated expertise and dedication.”
As a result, the 3D plate features precisely calculated lines, surfaces and gradient backgrounds, while the foreground 2D content incorporates lighting, shadows and perspective aligned with the background’s depth. “This project felt like bringing virtual images from a 3D program into the real world,” said Chung. “I’ve grown attached to each visual element created through this process.”
▲ Chung explains how Spatial Signage reflects Samsung’s design expertise, from 3D plate image design to lighting and perspective. However, implementing the concept proved more complex than expected. “While typical design work can rely on a single image, Spatial Signage requires images to be divided into micrometer-level segments — thinner than a strand of human hair,” Chung explained. In other words, designers had to anticipate how those segments would come together. “It would have been impossible without a deep understanding of optics. By studying and applying those principles, we achieved the sense of depth seen today.”
New Opportunities for B2B Displays
Developed through close collaboration across teams, Spatial Signage goes beyond traditional displays and opens new possibilities in everyday environments. To increase its versatility in diverse retail settings, Samsung plans to expand its lineup past the current 85-inch model with 32-inch and 55-inch options later this year.
▲ Samsung VXT lets users create signage-ready videos. “Whenever I walk by a café with Spatial Signage, I notice people pausing to look at the display,” said Nam. “For cafés or franchises seeking a more engaging way to promote seasonal menus or events, it can offer a compelling alternative.”
AI Studio,1 an AI-powered content creation app within Samsung Visual eXperience Transformation (VXT), lets users create signage-ready videos from a single product image. In addition to supporting standard digital signage, it offers an option to optimize content specifically for Spatial Signage — delivering a truly immersive experience on the 3D display.
“In addition to retail, Spatial Signage is drawing strong interest from sectors including 3D audiovisual solutions for education in Europe, virtual personal training systems for major fitness chains and augmented reality waiting areas at theme parks in Korea,” said Sun. “Through innovative display solutions, we will continue to build a commercial display ecosystem that only Samsung can deliver.”
▲ Spatial Signage unlocks versatile, innovative display experiences. Ultimately, Spatial Signage is not just about making images appear in 3D — it is about creating more immediate, memorable and lifelike experiences in everyday spaces.
Samsung VXT is sold separately, and solution availability varies by region. The AI Studio app will be available in April 2026 and may incur additional usage fees. ︎ View the full article
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