Report

Great art invites a closer look, where texture, tone and color all contribute to its depth and character. Preserving those qualities on a TV screen takes balance, subtlety and precision.
S95H, the latest flagship OLED TV, recently earned Pantone Validated ArtfulColor certification, a designation awarded to TVs, displays, cameras and printers that reproduce color with a high degree of fidelity under controlled lighting conditions. That means stunningly precise colors when watching content and a realistic, museum-like experience when displaying art.
▲ 2026 OLED TV S95H has earned Pantone Validated ArtfulColor certification for faithful color reproduction. S95H displays The Pink Cloud by Henri Edmond Cross. The certification is a particularly significant milestone for Samsung OLED, as S95H is engineered to deliver deep contrast, precise color expression and an unparalleled, distraction-free viewing experience. The TV’s deeper blacks and Glare Free technology help preserve textures and tonal variation, making art feel more immersive on screen.
To learn more about what this means for the art-viewing experience, Samsung Newsroom spoke with Ed Hattenberger, OEM Senior Color Scientist and Matt Knoll, OEM Technical Director, at X-Rite Pantone. They share how Pantone Validated ArtfulColor is evaluated, why color fidelity matters for viewing art and how display performance can shape the way artwork is experienced at home.

Q. Could you tell us a bit about your role at Pantone and the work you do?
Hattenberger: As an OEM Senior Color Scientist at X-Rite Pantone, I’ve spent more than 15 years specializing in Pantone color development standards and in bringing real-world colors into the digital realm. I also led the innovation of various digital color products at Pantone, including the Pantone Validated program.
Knoll: I’m an OEM Technical Director for X-Rite Pantone. I have more than 20 years of experience in hardware and firmware development at X-Rite, with much of my work focused on reflective color measurement and display calibration products.
▲ Pantone evaluates display performance under controlled lighting conditions as part of the Pantone Validated ArtfulColor process.
What Art Can Reveal About a Display
Q. What does Pantone Validated ArtfulColor evaluate and what does the validation mean for a display?
Hattenberger: Pantone Validated ArtfulColor evaluates the ability of displays to faithfully render on-screen colors to match an extensive range of physical Pantone Colors and Skin Tones under controlled lighting conditions. For displays, Pantone Validation means that a product’s color reproduction has been measured against Pantone’s reference color data and meets defined performance thresholds for color fidelity and consistency.
Knoll: Displays that earn ArtfulColor status reproduce the test colors with a high degree of visual accuracy, resulting in a close perceptual match between the on‑screen image and the physical color sample.
▲ Pantone ArtfulColor certification tests and confirms that the display can reliably reproduce real-world Pantone colors under controlled lighting conditions, similar to actual exhibition environments.
Q. What differences can viewers actually see when viewing a Pantone Validated ArtfulColor TV versus one that is not?
Hattenberger: A Pantone Validated ArtfulColor TV delivers more precise, trustworthy visuals, especially for artwork and photography. Viewers can expect cleaner neutrals, more lifelike skin tones and color saturation that better reflect the artist’s intent. These displays also preserve shadow detail, so every brushstroke and color appear more natural and consistent.

Q. Why does color fidelity matter more when a TV is used to display art and photography?
Knoll: In creative work, color is never incidental. Color, balance and slight variation all shape how a piece is experienced. That is why color fidelity matters so much. Even slight shifts can alter the mood, depth and overall intent of the original work.
▲ Pantone’s validation process measures how faithfully a display reproduces color under standardized viewing conditions.
The Science Behind Color Fidelity
Q. How does the ArtfulColor validation process work from start to finish?
Hattenberger: The process evaluates a display’s ability to match Pantone Colors under controlled lighting conditions. This involves measuring a set of Pantone colors and skin tones in a light booth, then assessing how faithfully the display reproduces them on screen under those same conditions.

Q. Why does controlled lighting matter when evaluating a display for art?
Knoll: Reproducing true real-world colors on screen depends on matching the light source, color sample and rendered content for the intended observer. Displays are typically measured against D65, an industry-standard white point that approximates neutral daylight, so it gives Pantone a consistent point of reference.
It also helps reduce the influence of warmer or cooler room lighting, which can change how white, contrast and color are perceived. Using controlled lighting helps ensure the display is evaluated as accurately and consistently as possible.
▲ By comparing digital images with physical color references, Pantone helps verify faithful color reproduction across a range of hues.
Q. How does Pantone make sure the results apply to real artwork and photography, not just lab test patterns?
Hattenberger: Pantone goes beyond digital test patterns by using physical color samples that behave more like real artistic media. That helps verify whether a display can accurately reproduce gradients, subtle tonal transitions, textures and near-neutral tones across artwork and other visually complex content.
At the same time, the home viewing environment can influence how color is perceived compared with a controlled test setting. Ambient light, reflections, viewing angle and even wall colors can all affect perception, so while validation confirms the display’s underlying performance, the room still plays an important role in what people see.

How Samsung OLED S95H Helps Art Look Its Best at Home
Q. From Pantone’s perspective, what makes Samsung OLED S95H well-suited to display art with high color fidelity?
Knoll: OLED is particularly well-suited to high-fidelity art reproduction because its pixel-level luminance control delivers true blacks and very high contrast, preserving fine detail critical to art. S95H’s wide color gamut supports accurate reproduction of saturated pigments, paints and digital art colors, while stable viewing angles help color and luminance remain consistent across the screen.
▲ S95H displays Apples and Cloth by Paul Cézanne.
Q. Samsung OLED S95H features award-winning Glare Free technology that eliminates distracting reflections. How do glare and reflections affect the way art is seen on screen?
Hattenberger: Glare and reflections can interfere with the way art is seen on screen. They lift black levels and soften contrast, which can reduce depth and color fidelity, especially in darker parts of an image. They can also introduce color casts from the surrounding environment, affecting neutrals and shifting hues.
When people view art, they expect a clear, unobstructed image. Reducing reflections helps preserve tonal accuracy and the integrity of the work.

Q. How has Pantone’s validation approach evolved alongside newer display technologies like OLED, HDR and wide color gamut?
Knoll: Pantone’s evaluation approach has evolved with display technology itself. With OLED, that includes evaluating pixel-level luminance control, deeper contrast, wider color reproduction and consistency from bright highlights to near-black areas.

Q. When viewers see the Pantone Validated ArtfulColor mark on a Samsung TV, what does it say about the viewing experience?
Hattenberger: The ArtfulColor mark signifies that S95H has been carefully evaluated to confirm a high level of color fidelity, including consistent hue rendering, stable grayscale performance and repeatable color behavior under controlled lighting conditions.
Ultimately, it gives viewers greater confidence that the art they see on screen is being presented faithfully to the original work.
S95H newly joins The Frame Pro and The Frame in receiving the certification, as Samsung remains the only TV brand to offer Pantone Validation ArtfulColor and continues to expand Samsung Art Store1 across more screens. S95H features the new FloatLayer Design, with a slim metal bezel that mounts flush to the wall for a floating effect. This gallery-inspired look makes the display a striking centerpiece, particularly when displaying art. For the first time on a Samsung OLED TV,2 Samsung Art Store subscribers can access over 5,000 works by more than 800 artists, including exclusive collections from MoMA, Musée d’Orsay, Art Basel and others.
Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe. ︎ S95H and S99H only. ︎ View the full article

In a fashion industry driven by rapid production and short product cycles, Korean brand PLEATSMAMA has made sustainability part of its approach to innovation. Known for its pleated bags, the brand was the first in Korea to introduce a 3D knitting technique using recycled yarn made from discarded plastic bottles, embedding sustainability throughout its materials and production process.
Recently, PLEATSMAMA expanded that approach to its retail spaces by introducing Samsung Electronics’ Color E-Paper, a next-generation signage solution designed to reduce paper point-of-purchase (POP) materials and printed guides.
“Samsung Color E-Paper is a solution that can transform the retail environment.”
– Jong-mi Wang, founder and CEO of PLEATSMAMA
▲ PLEATSMAMA uses Samsung Color E-Paper to display promotions and brand stories. In Seoul’s Samcheong-dong neighborhood, traditional Korean hanok buildings stand alongside contemporary galleries, cafés and boutiques. The area’s blend of heritage and modern creativity makes it a fitting home for PLEATSMAMA’s flagship store and its philosophy of thoughtful design and responsible living.
Samsung Newsroom met with Jong-mi Wang, founder and CEO of PLEATSMAMA and Min-kyung Lee, manager of the Samcheong store, to learn how Color E-Paper is extending the brand’s sustainability efforts into its retail space.

Turning Sustainability Into Everyday Practice
PLEATSMAMA uses 3D knitting technology to form each bag with minimal cutting and sewing, helping reduce fabric waste. The brand wanted to bring the same approach to store operations, where printed POP materials are frequently replaced with new product launches and promotions.
▲ PLEATSMAMA uses recycled yarn and 3D knitting technology to reduce fabric waste. (Photo courtesy of PLEATSMAMA) Color E-Paper emerged as a solution. The ultra-low-power digital signage features a paper-like texture that blends naturally with store interiors while allowing content to be easily updated after installation. The product also aligns with PLEATSMAMA’s focus on resource circulation, with 55% of its housing materials consisting of recycled plastic.
Launched earlier this year, the 13-inch model is the world’s first display to use bio-resin derived from plankton oil1 — reducing carbon emissions during material production by more than 40% compared with conventional petroleum-based plastics.2
“What matters most is that sustainability is no longer limited to one-time campaigns
— it has become a part of everyday operations.”
▲ Wang discusses why PLEATSMAMA introduced Samsung Color E-Paper. “Operating a store means constantly producing seasonal POP materials and guides, many of which are used only briefly,” said Wang. “As we looked for ways to communicate our brand message while reducing unnecessary resource use, we came across Samsung Color E-Paper and realized it could be a meaningful solution.”
Retail spaces use more paper posters than many might expect. With Color E-Paper, store staff can easily update promotional images, product information and brand content without repeatedly printing new materials. Wang described the shift as an important step toward making sustainability part of everyday operations rather than a one-time campaign.
▲ A visitor explores product Q&A content on Samsung Color E-Paper, which supports playlist creation and scheduled content updates. Unlike printed signage, Color E-Paper allows content to be updated automatically through preset playlists and schedules. At its Samcheong store, PLEATSMAMA uses the 32-inch display to share “PLEATSMAMA Q&A” content in Korean, English and Japanese, helping local and international visitors better understand the brand.
“Japanese customers tend to spend more time in the store and carefully read the Japanese-language content,” said Lee. “Color E-Paper has made it easier to share product care instructions and the brand’s philosophy.”

Flexible, Efficient and Designed for Retail Spaces
Color E-Paper has also changed how PLEATSMAMA manages store operations. Previously, promotional materials had to be printed and replaced for every campaign and product launch. Now, store staff can update content in real time through the Samsung E-Paper App while managing playlists and schedules.
▲ Lee updates Color E-Paper content through the Samsung E-Paper App. “Eliminating the process of printing, installing and disposing of paper signage has made
store management much more efficient.”
– Min-kyung Lee, manager of PLEATSMAMA Samcheong store
“In the past, the headquarters or operations team had to deliver POP materials whenever we launched a new product or campaign,” said Lee. “With Color E-Paper, store managers can remotely download and apply content immediately.”
“Promotions used to mean printing and manually replacing paper signage throughout the store,” she added. “Now, we can simply upload new content, significantly reducing waste.”
▲ Lee discusses how Color E-Paper has improved store operations. Color E-Paper supports PLEATSMAMA’s sustainability efforts through ultra-low power consumption, operating at zero watts power while displaying static content and consuming power only when content is updated.3
Available in a range of sizes and easy to install, the display can adapt to different spaces and uses.4 At PLEATSMAMA’s Samcheong store, the 13-inch model is often placed on tables or shelves for close-up viewing, while the larger 32-inch model displays more detailed content such as brand Q&As. Their lightweight, slim design makes the displays easy to move and reposition as the store layout changes.
“It was impressive to see the brand’s message reflected in the technology
used throughout the store.”
PLEATSMAMA also values how the signage fits naturally into the store environment. Color E-Paper’s paper-like surface and slim profile help it blend seamlessly into the space while showcasing the brand’s signature knit textures and colorful designs.
Color E-Paper uses a color imaging algorithm to deliver more natural colors and smoother image quality. As a result, the display feels less like a digital screen and more like part of the brand space.
▲ Color E-Paper’s paper-like texture and rich colors blend naturally into the store environment. “In the past, store staff often had to introduce products to customers, but now many discover items through the images on Color E-Paper and ask about them directly,” said Lee. “It has been exciting to see customers engage more actively with the content.”
“At first, I thought it was just a regular paper poster,” said one visitor. “I’m impressed by how naturally the brand’s sustainability message is reflected in the store’s technology.”

The Future of Sustainable Retail
For PLEATSMAMA, a sustainable lifestyle is less about dramatic changes and more about everyday choices — using products longer and minimizing unnecessary waste. This philosophy aligns closely with Samsung Color E-Paper’s focus on reducing paper and power consumption in everyday spaces.
▲ (From left) Min-kyung Lee and Jong-mi Wang “Samsung’s approach to innovation for a more sustainable future
closely aligns with our philosophy.”
“We are doing our best for the environment where we can make a difference, but there are limits to what a single brand can achieve alone,” said Wang. “That is why collaboration with companies like Samsung Electronics, which develop sustainable technology solutions, is meaningful. I believe retail will increasingly connect design, technology and sustainability.”
The collaboration between Samsung and PLEATSMAMA shows how sustainability can extend beyond products into the retail experience itself. When brand philosophy and technology align naturally, retail spaces can more clearly express a brand’s identity.
The 13-inch Color E-Paper (model: EM13DX) cover incorporates 45% recycled plastic and 10% bio-resin derived from plankton oil. ︎ Carbon emissions were calculated using product carbon footprint (PCF) data for resin production in accordance with ISO 14067, 14040 and 14044 standards and compared with petroleum-based resin (PC+ABS) of the same weight. Emissions from distribution, use and disposal were excluded. All figures are estimates based on specific test conditions and may vary depending on actual usage environments. ︎ Power may be consumed when refreshing or changing content or when controlling the device. When connected to a power cable or battery, content refreshes occur automatically as required. ︎ Two rear holders and two brackets are included in the standard package. The 13-inch model also includes two display stands. Additional accessories are sold separately. ︎ View the full article

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

Samsung Electronics today announced a new collaboration with MUNCH to add iconic artworks by Edvard Munch to Samsung Art Store. The digital collection makes 37 masterpieces such as “The Scream,” “The Dance of Life” and “Melancholy” — as well as several rare works from the museum’s collection — available to millions of users around the world.
“Samsung creates products that inspire people and help them express themselves through design and culture,” said Tommy Nilsson, TV & Audio Director at Samsung Nordics. “With Samsung Art Store, we make world-class art available to millions of people and through this collaboration with MUNCH, we are bringing an important part of European artistic heritage into people’s homes.”

Samsung Art Store Opens Up MUNCH Archives
Alongside Munch’s iconic masterpieces, the collection offers a more intimate view of Edvard Munch’s artistry with rarely seen works such as “Garden with Trees” and “Two People at Table.” These works are part of a collection of treasures preserved in the museum’s archives, many of which must be kept in carefully controlled environments to protect them from further deterioration. Their condition makes them too vulnerable for public display, even at the museum in Oslo.
“This collaboration is an exciting opportunity to share Edvard Munch’s art with audiences beyond the museum’s walls in Oslo,” said Tone Hansen, Director of MUNCH. “Through Samsung’s global reach and Art TV technology, we can make Munch’s work more accessible to people around the world and we are incredibly honored to collaborate with Samsung on this meaningful initiative.”
The collection will be exclusively available on Samsung’s Art TV lineup through Samsung Art Store, providing users with a close look at Munch’s private world by allowing them to explore and display the artist’s hidden gems at home.

Where Technology Meets Fine Art
Samsung is redefining the role of the TV in the home by merging premium display technology with elegant designs that blend naturally with any interior. As Samsung Art Store expands across the Art TV lineup, which includes The Frame, OLED, Neo QLED and Micro RGB,1 the company is connecting everyday interiors with curated artwork from leading museums, galleries and artists.
Through Samsung Art Store, users can access more than 5,000 artworks from renowned artists and institutions, now including works from MUNCH. Each piece is faithfully reproduced in high quality, allowing people around the world to enjoy art as part of everyday life. Current owners of compatible Samsung TVs in Europe who are new to Samsung Art Store can enjoy a complimentary 90-day subscription trial, providing immediate access to the complete Munch collection and the broader Samsung Art Store catalog.2
The artworks selected from MUNCH will be available worldwide on Samsung Art Store starting June 1, 2026.
About MUNCH
MUNCH is home to the world’s largest collection of works by Edvard Munch, including iconic masterpieces such as “The Scream,” “The Sun,” “Vampire,” and “The Girls on the Bridge.” The museum preserves and promotes the legacy of one of the world’s most influential artists, creating powerful art experiences that touch millions of people globally every year.

Located in Oslo’s vibrant Bjørvika district, the 13-story museum hosts exhibitions, concerts, performances, talks and activities for all ages – making MUNCH a living cultural center that connects past, present and future. Through both physical and digital platforms, MUNCH reaches a broad and diverse audience – with the promise that no one leaves MUNCH untouched.

About Edvard Munch
Edvard Munch (1863–1944) was one of the most significant artists of Modernism. His relentless experimentation across painting, printmaking, drawing, sculpture, photography and film has given him a unique place in both Norwegian and international art history.

Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F, Q7F and The Movingstyle. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame and The Frame Pro. Availability of Samsung Art Store may vary by model, market and subscription status. ︎ The 90-day free subscription trial may vary by country and availability. For more information, please refer to the applicable terms and conditions. ︎ View the full article

Samsung Electronics, a global leader in the gaming monitor market, has unveiled its new lineup of Odyssey gaming monitors for 2026, elevating the gaming experience to impressive new heights. This exciting lineup features four models: the groundbreaking G80HS with an industry-first 6K ultra-high resolution, along with the G80HF, G80SH and G73SH. Each model is designed to bring unparalleled picture quality and performance, immersing gamers like never before.
The 2026 Odyssey lineup is packed with cutting-edge technologies that enhance the overall gameplay experience. All models are NVIDIA G-SYNC Compatible and feature AMD FreeSync Premium, ensuring smooth gameplay free from stuttering or distortion. Additionally, equipped with advanced HDR10+ GAMING support, these monitors provide enhanced depth and vivid, scene-by-scene colors, making every detail stand out. They also come with an ergonomic stand, featuring tilt, swivel and pivot capabilities, ensuring maximum comfort during extended gaming sessions.
Beyond these shared features, each model offers distinct specs and performance, allowing gamers to select the ideal monitor to match their individual preferences and gaming environments. With this remarkable lineup, Samsung is setting a new benchmark in the gaming monitor industry. Check out the infographic for a closer look at the key features of these cutting-edge models.
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