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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
Today, design goes beyond refining a product’s appearance — it embraces user preferences and harmonizes with the surrounding space.
Embodying this human-centered design approach, “Expressive Design”, Samsung Electronics achieved a remarkable milestone at the globally renowned Red Dot Design Award 2026, with all 16 of its submitted entries1 recognized.
Samsung Newsroom sat down with designers from the Visual Display (VD) Business to hear the stories behind their design philosophy and innovation.
▲ (From left) Jangho Kim, Sanghyeon Na, Chulyong Cho, Minsun Kang, Jaeneung Lee and Yongjoo Lee
OLED TV S95H: A New Direction in TV Design
The OLED TV S95H received the Best of the Best award in the Product Design category, taking the long-standing paradigm of minimalist TV design in a new direction — one defined by presenting only what is necessary and boldly revealing its structure to create a framed, art-like object with a screen that appears to float.
▲ The OLED TV S95H, honored as the Best of the Best at the Red Dot Design Award 2026.2
Q. The S95H moves beyond the conventional bezel-less design to emphasize its presence as a design object. What inspired this paradigm shift?
Cho: Bezel-less designs have become the norm in today’s TV market, and it is increasingly difficult for brands to express a distinct identity. Beyond ultra-slim form factors, we believed it was time to rethink what a TV means in living spaces.
▲ (From left) A comparison of a conventional OLED TV and the OLED TV S95H As TVs become larger, their presence within a space continues to grow. We believed it was important for the TV to blend naturally into the space, much like furniture or a lifestyle object. By incorporating various colors and materials into the frame, we developed designs that enable users to reflect their personal tastes.
▲ Chulyong Cho, Head of the Design Team, VD Business at Samsung Electronics
Q. The FloatLayer design — where the front panel appears to float in front of a metal frame — stands out. What kind of experience were you ultimately aiming to deliver through this design?
Cho: Our goal was to add both the atmosphere of the space and viewing immersion. We boldly exposed the metal plate to soften the contrast between the screen and its surroundings so that the product can seamlessly blend into its environment like it’s part of the interior. We also separated the screen and frame into different layers to create a more immersive experience. The screen layer highlights the OLED technology and picture quality of the S95H, while the frame layer helps the product integrate naturally into the living space.
▲ The OLED TV S95H preserves the ultra-slim profile that defines OLED displays while exposing its rear metal plate in all directions. Breaking away from the conventional approach of eliminating the surrounding bezel, the design instead layers two contrasting materials to maximize visual impact. By prioritizing harmony with the surrounding space, the designers were able to create the S95H’s distinctive structure.
The S95H does not stop at a fixed sense of beauty. It allows users to express their personal taste through customizable elements integrated into its exterior.
prev next ▲ The OLED TV S95H features magnetic, attachable decorative frames that come in a variety of colors and materials to match diverse preferences and lifestyles.
Q. The customized decorative frames and art pattern on the back of the TV are also impressive. Where did these ideas begin?
Lee: We wanted to reflect users’ diverse interior preferences directly in the product — from wood tones and white tones to colorful styles. To achieve this, we applied an assembly structure that allows users to attach and detach decorative frames magnetically, with additional frame options available separately in various colors and materials to reflect their lifestyle.
▲ Jaeneung Lee, Head of the Product Design Group, VD Business For the TV’s rear pattern, we used precision molding technology to arrange small cells in a random pattern, creating a surface with a texture that subtly changes depending on the light and viewing angle. This allows users to experience a new sense of detail every time they use the TV.
▲ (From left) The OLED TV S95H’s rear pattern and its enlarged view
Q. Users have a growing preference for zero-gap wall mounting. How have you responded to this?
Lee: No matter how beautifully a TV is designed to resemble a piece of art, it can lose its appeal and sense of immersion if it protrudes from the wall.
Essential elements required for operation — like sound holes and vent holes — were carefully integrated between the display and the frame, allowing them to remain out of the users’ line of sight while fully maintaining their functionality. With this approach, the TV fits closely against the wall, creating a clean, gallery-like composition — as if a framed piece of art were hanging in the space.
▲ The S95H was designed to minimize the size of the wall mount and integrate it into the rear of the TV, allowing it to sit as close to the wall as possible.
Where Design, Sound and Usability Converge
Beyond its elegant design, The S95H delivers three-dimensional, immersive audio through the gap between the screen and the metal plate, creating a deeply immersive listening experience. Moreover, the Wireless One Connect solution minimizes complex cable connections to maintain a clean, refined look while ensuring reliable wireless use even over long distances.
▲ The Wireless One Connect solution
TVs Designed for Any Space
Building on this achievement, TVs should evolve into lifestyle objects that reflect diverse user preferences and blend into any space. While delivering optimal viewing, the goal is to create harmonious aesthetics that allow users to express their personal style through design.
Looking ahead, Samsung will continue to advance its human-centered Expressive Design philosophy to reshape homes and everyday lives.
The two products honored with the Best of the Best distinction were the OLED TV S95H and the Bespoke AI Laundry series. Fourteen additional products were named winners: Music Studio 5, The Movingstyle, Bespoke AI Refrigerator Family Hub, Bespoke AI Jet Bot, Bespoke AirDresser, Bespoke AI Ice Water Purifier, Bespoke AI WindFree Pro Air Conditioner, Jet Fit, Bespoke AI WindFree Combo Gallery Pro Air Conditioner, Galaxy Z Fold7, Galaxy XR, 5G Street Radio Solution, Spatial Signage and Portable SSD T7 Resurrected. ︎ These images are for illustrative purposes only and include elements created using generative AI tools. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics is hosting its 2026 European Tech Seminar in Frankfurt, Germany, from April 15–16, offering media and industry professionals an early, hands-on look at its latest AI-powered TV, display and audio innovations ahead of their global rollout.
Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.
Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.
▲ Sangmin Lee from Samsung’s Picture Quality Solution Lab introduces the enhanced brightness of the new OLED and its reduced power consumption.
Making the Screen More Helpful With Vision AI Companion
At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.
▲ Steffen Greb from Samsung’s ECSO demonstrates the Art mode and explains the Vision AI Companion. Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.
Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.
Advancing Picture Innovation Across Premium Displays
Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.
▲ Olivia Lee from Samsung’s Picture Quality Solution Lab showcases Samsung’s latest Micro RGB technology. Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.
▲ Youngju Oh from Samsung’s Picture Quality Solution Lab introduces a new color evaluation method with the emergence of BT.2020 for 100% Wide Color Gamut Display. Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.
To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.
Extending Performance Across Gaming Displays and Lifestyle Audio
Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.
In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.
▲ Jin Yoo from Samsung Research America Audio Lab showcases the new Wi-Fi speaker, Music Studio 5. Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.
Expanding AI Across the Entire Screen Experience
“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”
Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.
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By Samsung Newsroom
Samsung Electronics today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.
According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,1 reinforces Samsung’s position at the forefront of the home entertainment industry.
Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.
The lineup will include:
HW‑Q990H flagship soundbar, the successor to the HW‑Q990F All‑in‑one soundbar HW‑QS90H Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers “At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”
Omdia Q4 2025 Public Display Report, by unit sales. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.
Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.
Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.
“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”
20 Years of Industry-Defining Innovation
Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:
2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays. 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing. 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home. 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas. 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology. 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K. 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens. Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.
Strengthening Leadership in Premium and Next-Generation TVs
Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.
Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.
With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.
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