[Video] Unbox & Discover 2022: Teaser
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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, a Worldwide Olympic and Paralympic Partner, today announced that it has supplied professional monitors to support officiating and broadcast operations for select short track speed skating disciplines at the Olympic Winter Games Milano Cortina 2026.
“In environments where critical decisions depend on what people see, visual accuracy and reliability matter,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “We’re proud to see our professional monitors used in these real-world settings, and we continue to focus on developing display technologies built on precision and trust.”
Short track speed skating is one of the fastest and most technically demanding sports in the Olympic Winter Games. Races are often decided by razor-thin margins — sometimes as little as 0.001 seconds — and outcomes can hinge on brief moments such as athlete contact or the precise positioning of a skate blade. In these situations, officials rely on high-speed camera systems and real-time video review to evaluate incidents and ensure fair competition.
To support this process across short track speed skating disciplines, professional Samsung monitors are used to enable real-time video review and competition monitoring. With the aid of these monitors, officials can clearly assess critical moments and confidently make rulings.
ViewFinity S8: Supporting Officiating With Clear, Reliable Visual Review
In officiating areas near the field of play at Milano Cortina 2026, Samsung’s 37-inch ViewFinity S8 monitors (S80UD model) have been deployed to support fair play through real-time video review and competition monitoring.
The ViewFinity S8 features a 4K UHD (3,840 × 2,160) resolution and a 16:9 aspect ratio, offering a larger viewing area that allows officials to examine fine details without compromising clarity. Compared to standard 32-inch displays, the expanded screen enables clearer inspection of close calls at the same magnification, helping officials review footage with greater confidence. HDR10 support further enhances contrast and color expression, ensuring faithful reproduction of video feeds during critical decision-making moments.
Odyssey Ark: Supporting Broadcast and Production Operations
Samsung monitors have also been installed in video rooms operated by Olympic Broadcasting Services (OBS), the official Olympic broadcaster for the International Olympic Committee (IOC). In these broadcast and production environments, Odyssey Ark supports teams monitoring multiple live feeds on a 55-inch display with a 1,000R curvature and 4K UHD (3,840 × 2,160) resolution.
Designed to enhance immersion while minimizing visual distortion, Odyssey Ark helps broadcast teams maintain a clear view of fast-paced action as competition intensity unfolds. A 1ms GtG1 response time supports consistent image clarity during dynamic scenes, contributing to smooth monitoring across live production workflows.
Bringing Advanced Monitor Display Technology to Global Sporting Events
During the Olympic Winter Games Milano Cortina 2026, Samsung is carrying out its global Olympic and Paralympic partnership campaign, “Open Always Wins.” First introduced at the Olympic and Paralympic Games Paris 2024, the campaign reflects the value of openness — embracing differences, rejecting discrimination and creating greater possibilities through collaboration. At Milano Cortina 2026, the message is shared alongside Team Samsung Galaxy, Samsung’s official Olympic and Paralympic athlete ambassadors.
Building on its experience supporting live competition and broadcast environments at Milano Cortina 2026, Samsung will continue developing monitor solutions optimized for global sporting events and complex on-site operations, supporting fair competition and seamless production under the most demanding conditions.
About Samsung’s Involvement in the Olympic Games
Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For nearly 30 years, athletes and fans have trusted Samsung’s transformative mobile technology to share the Olympic spirit globally and to help shape the digital future of the Olympic Games for Milano Cortina 2026 and beyond. The company’s commitment to the Olympic Movement soon faces its fourth decade of partnership and extends through LA28 Games. Samsung’s purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G will help to change the way the world experiences the Olympic Games.
About Samsung’s Involvement in the Paralympic Games
Samsung is a Worldwide Partner of the International Paralympic Committee (IPC) in the wireless communications and computing equipment category. Starting from Paralympic Winter Games Torino 2006, the company has proudly supported the Paralympic Movement and enabled athletes and fans around the world to share the excitement and inspiration of the Games through Samsung’s transformative mobile technology. Samsung’s commitment to the Paralympic Games will extend through to LA28 Games and be celebrated through innovative mobile and computing experiences powered by purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G.
Gray-to-Gray, the length of time required for a pixel to transition from one shade of gray to another. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today announced the global launch of The Freestyle+, its latest AI-powered portable projector designed to deliver a more flexible and personalized entertainment experience across a wide range of spaces.
Unveiled ahead of CES 2026 in Las Vegas, The Freestyle+ builds on the distinctive design of the original Freestyle while introducing smarter AI capabilities, improved brightness and expanded entertainment features — allowing users to enjoy content more freely, with minimal setup or adjustment.
“The Freestyle+ reflects Samsung’s vision to create displays that adapt naturally to how people live and move between spaces,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “By combining true portability with intelligent AI that optimizes both the viewing environment and the content itself, The Freestyle+ makes it easier to enjoy a consistent, high-quality experience wherever you are.”
Smarter AI That Lets You Point and Play Instantly
At the core of The Freestyle+ is AI OptiScreen, Samsung’s AI-powered screen optimization technology that automatically adjusts the picture to different spaces — so users can simply point, place and start watching.
AI OptiScreen includes a set of intelligent features designed to automatically optimize the picture across different surfaces and environments:
3D Auto Keystone automatically corrects distortion even when projecting onto uneven or non-flat surfaces, such as corners, curtains or angled walls. Real-time Focus continuously adjusts focus as the projector moves or rotates, helping maintain clear, stable images without blurring or visual noise. Screen Fit automatically adjusts the image to match the screen area when used with a compatible projector screen accessory. Wall Calibration analyzes the color or pattern of the projection surface and minimizes visual distractions for clearer viewing. This intelligent viewing experience is further supported by Vision AI Companion, Samsung’s personalized AI platform for screens, which integrates enhanced Bixby with AI services from global partners to enable more natural, conversational interaction with on-screen content.
Light to Carry, Designed for Everyday Viewing
Designed with portability in mind, The Freestyle+ features a compact cylindrical form factor that is easy to move between rooms or take on the go. With 430 ISO Lumens, it delivers nearly twice the brightness of the previous generation, helping content appear clear and engaging in everyday living environments.
Designed for everyday viewing, The Freestyle+ lets users move it freely without worrying about whether the space is “right” for projection. Its 180-degree rotating design supports projection at virtually any angle — including walls, floors and ceilings — without additional mounts or accessories, enabling flexible viewing setups that adapt naturally to different rooms and moments throughout the day.
On-the-Go Entertainment with Immersive Sound
Designed for moments beyond the living room, The Freestyle+ brings entertainment with you — without relying on external devices or fixed setups. Built-in access to Samsung TV Plus, certified OTT service partners and Samsung Gaming Hub allows users to stream, play and explore content directly from the projector without the need for external devices.
For audio, The Freestyle+ delivers immersive, room-filling sound through its built-in 360-degree speaker, tuned to produce richer, fuller audio in a compact design. Q-Symphony allows the projector to work in sync with compatible Samsung soundbars, creating a more layered and cohesive sound experience wherever it is used.
Samsung Electronics will showcase The Freestyle+ at CES 2026, taking place January 6–9 in Las Vegas, with a phased global rollout planned for the first half of the year.
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By Samsung Newsroom
Few artists are as well known and beloved as Vincent van Gogh. From “Almond Blossom” and “Sunflowers” to his iconic self-portraits and striking impressionist works, Van Gogh is recognized worldwide for his use of bold colors and dramatic brush strokes. Housing the largest collection of Van Gogh’s art in the world, the Van Gogh Museum in Amsterdam, Netherlands, is dedicated to the work of both the artist and his contemporaries.
▲ The Van Gogh Museum, Amsterdam
Samsung Newsroom sat down with Jordy Howldar, Head of Business Development Asia at the Van Gogh Museum, to discuss how technology is preserving Van Gogh’s legacy for future generations and how the partnership with Samsung Art Store has enhanced art accessibility.
Democratizing Access to Art With Samsung Art Store
Q: Could you give us an overview of your role at the Van Gogh Museum?
As Head of Business Development Asia at the Van Gogh Museum, I am responsible for partnerships and licensing in Asia. My work primarily involves building the museum’s presence within the Asian market, collaborating with notable brands to expand reach and managing these partnerships to ensure they align with the values and goals of the Van Gogh Museum.
Q: The relationship between Samsung Art Store and the Van Gogh Museum dates back to 2018. Since then, has the museum changed how it selects art pieces to feature in Samsung Art Store?
Our approach when selecting art pieces for Samsung Art Store has evolved since 2018. Now, we carefully consider the preferences and trends among global audiences and aim to showcase a diverse collection of Van Gogh’s work that resonates with different cultures and tastes. Over the years, Van Gogh’s art has become immensely popular with The Frame users — as both his famous pieces and lesser-known works have attracted massive viewership.
▲ “Self-Portrait with Grey Felt Hat” (1887)
Q: What is the significance of making Van Gogh’s work available to large audiences through a platform like Samsung Art Store?
Platforms such as Samsung Art Store democratize access to art, allowing people to experience Van Gogh’s creativity without needing to travel. In addition, his pieces are exposed to new audiences who might not otherwise have the opportunity to engage with them.
Half a Century of Immortalizing Artistic Excellence
Q: How is the Van Gogh Museum celebrating its 50th anniversary?
To celebrate its 50th anniversary, the museum is organizing special exhibitions, events and educational programs to reflect on past achievements and anticipate future contributions to the art world. We encourage everyone to join the celebrations by attending our collaborations and exhibitions — such as the one with Pokémon which runs until January 2024. Earlier this year, we held the Sunflower Art Festival to celebrate the anniversary.
▲ “Sunflowers” (1889)
Q: What are some of the most memorable or significant moments in the Van Gogh Museum’s 50-year history?
For our first anniversary, the museum held an exhibition for visitors to explore the history of the institute. Without the unconditional support from the Van Gogh family, the museum simply would not exist.
Q: Of the pieces selected for Samsung Art Store, which ones would you recommend users display on The Frame?
The first would be “Wheatfield Under Thunderclouds,” a striking painting illustrating a dark, brooding sky and a golden wheatfield. When displayed on The Frame, the dramatic contrast captures the emotional intensity and turbulence that Van Gogh originally felt.
▲ “Wheatfield Under Thunderclouds” (1890)
Next, I’d recommend “Fishing Boats on the Beach at Les Saintes-Maries-de-la-Mer.” The vibrant blue shades of the sea and sky juxtaposed against the colorful boats makes this painting ideal for The Frame. The screen’s ability to render vibrant colors brings the scene to life, enhancing the painting’s lively and dynamic nature.
▲ “Fishing Boats on the Beach at Les Saintes-Maries-de-la-Mer” (1888)
My third pick would be “Landscape at Twilight,” a painting depicting a twilight sky and rural landscape. The Frame’s display accurately captures these subtle nuances in colors — making the idyllic piece a calming addition to any room.
▲ “Landscape at Twilight” (1890)
Preserving Legacy With Technology
Q: How has technology impacted the Van Gogh Museum since its opening in 1973?
Our mission is to inspire diverse audiences with the art and life of Vincent van Gogh, and we are always searching for new ways to do so. As such, we’ve incorporated new technologies both inside the museum and online to further preserve Van Gogh’s legacy for future generations.
Q: How does The Frame elevate the viewing experience of art?
The focus of the museum has always been to showcase our expansive Van Gogh collection. Offering this collection of masterpieces on The Frame gives users an opportunity to enjoy Vincent van Gogh’s world-famous paintings from home. Of course, we hope people will also be inspired to come and enjoy the art in person at the Van Gogh Museum in Amsterdam as well.
Q: In December, Samsung Art Store will feature a curated Van Gogh collection called “Van Gogh in Winter.” What can viewers expect to see in this collection?
We are thrilled to bring a carefully crafted selection of artwork to Samsung Art Store. Each masterpiece — from the vivid “The Bedroom” to the serene “Snow-Covered Field with a Harrow (after Millet)” — encapsulates Van Gogh’s revolutionary use of color and emotive landscapes.
The “Van Gogh in Winter” collection offers a unique window into Van Gogh’s world, showcasing his evolution as an artist and his enduring impact on art history. We invite viewers to immerse themselves in these classic works and experience Van Gogh’s art in a new vibrant, digital format.
▲ “The Bedroom” (1888)
▲ “Snow-Covered Field with a Harrow (after Millet)” (1890)
Q: Are there any upcoming events at the museum?
Visitors can enjoy the special “Pokémon x Van Gogh Museum” activities in the museum until January 7, 2024. “Matthew Wong l Vincent van Gogh: Painting as a Last Resort” will then open in early March — a temporary exhibition inviting attendees to discover the colorful and expressive art of Matthew Wong and his artistic connection with Vincent van Gogh.
Visit Samsung Art Store in The Frame to see more of the Van Gogh collection.
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