[Interview] Beyond the Screen: Samsung’s Sound Device Lab Explains How Audio Shapes the TV Viewing Experience
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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
Samsung Electronics recently unveiled its Music Studio series of Wi-Fi speakers at The First Look 2026 in Las Vegas. Designed for spatial harmony and rich sound, the Music Studio 5 and Music Studio 7 were created in collaboration with French designer Erwan Bouroullec. The partnership dates back to The Serif, a TV that won an iF Design Gold Award in 2016 and redefined TV design.
Samsung Newsroom spoke with Bouroullec about the ideas behind the speakers’ design and his collaborative process with Samsung. The following responses have been modified for clarity and brevity.
▲ Music Studio Wi-Fi speakers are exhibited at The First Look 2026.
Orb and Dot: Speakers That Shape the Color of a Space
Q. What inspired the Music Studio design?
▲ The Music Studio design reflects Bouroullec’s orb-and-dot concept. Music has the power to surround you and transform your mood and emotions. I see music and sound as air and light: they’re an essential part of a room’s atmosphere. They can change the mood — even the “color” of a space. To me, that was the best place to begin: an essential form to visualize sound.
I first drew symbols with an orb and a dot in the middle because this was inherently the skeleton of a “traditional” speaker. And then the forms came together. A moon-shaped orb would immediately connect the device to the idea of sound and music. Dots would visualize sound through time.
Of course, whether or not the language resonates depends on one’s imagination and cultural background. But I am happy with the way I was able to express my interpretation of sound and music. It was a joy to build a visual environment that enhances the symbolic and sculptural nature of Music Studio — defined by its orb and the dot at its center.
A Symphony of Design and Engineering
Q. How was the experience of collaborating with Samsung on an audio product?
Design is a practice that must go hand in hand with engineering. So of course Music Studio was conceived through a close dialogue between design and engineering. Based on my ideas, I first provided a form that engineering could build on. Then there has been a process of pure morphological transformation.
Because Samsung engineers have a deep, grounded knowledge in sound and technology, the process of developing the form into a product was very pleasant. The engineers’ ideas based on their expertise were inspiring, even.
Music Studio’s circular orb form, inspired by the origins of loudspeakers, connects directly to the geometry of sound. Refined through engineering, the shape evolved to enhance the acoustics while preserving its pure, sculptural presence.
▲ Bouroullec collaborated with Samsung on the Music Studio lineup. In the end, the idea wasn’t compromised. Instead, it naturally evolved into a better form that enabled clearer sound and deeper bass. I am a creative person; my instruments are production tools, my notes are materials and my songs are everyday objects. If I were a musician, Samsung would be the most powerful orchestra I could ever play with.
Harmony: Connecting Sound and Space, Past and Present
Q. How do you feel about the final product and its fit in users’ spaces?
I aimed to convey an essential elegance through design. Designed to integrate naturally into any interior, Music Studio is a timeless and enduring companion for everyday life. In terms of form factor, a sturdy metal mesh front houses the speakers with precision, expressing honesty and function.
▲ The Music Studio 5 (left) and Music Studio 7 blend into a range of living spaces, connecting sound to space and familiar experiences with new features. Design always builds on conventions and widely accepted symbols that have been refined over decades — sometimes over centuries. On the other hand, technology evolves and so does the way we use the devices.
So a key factor I focused on was to create a design that is both fresh enough to signal a new era in audio and pure enough to seamlessly integrate into various environments. Being “pure” means that Music Studio is easily connectable to the history of speakers. Being “fresh” means that it is able to incorporate new ways of experiencing audio content — like the addition of playlists and podcasts.
In the end, I believe the design language of Music Studio has a simplicity to it that enables it to blend with older functionalities and patterns while heralding newer and more contemporary experiences.
About the Music Studio Series
Introduced at The First Look 2026, Samsung’s Music Studio 5 and Music Studio 7 Wi-Fi speakers incorporate technology from Samsung’s Audio Lab and offer connectivity for Wi-Fi casting, streaming services, voice control and Bluetooth via Samsung Seamless Codec. Available in black and white, the models can be used as standalone speakers or paired with additional units or Samsung TVs via Q-Symphony for wider stereo sound or a full surround-sound setup.
About Erwan Bouroullec
Erwan Bouroullec, born in 1976, began his design career after studying contemporary art in Paris. He and his brother, Ronan, founded a design studio in 1999 and have since worked with brands including Vitra, Alessi, Kartell, Magis and Hay. Known for an emphasis on simplicity, functionality and natural aesthetics, Bouroullec’s work reflects a minimalist approach.
* All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, color, pricing, components, performance, availability and capabilities of the product are subject to change without notice.
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By Samsung Newsroom
Samsung Electronics, the global leader in soundbars, today introduced its 2026 sound device lineup, marking a new chapter in how sound is experienced throughout the home. The expanded range — which will be showcased at CES 2026 in Las Vegas, Nevada from Jan. 6-9 — delivers richer immersion, clean expression and more unified multi-device performance through next-generation soundbars and Wi-Fi speakers.
“For more than a decade, Samsung has shaped the evolution of home audio through advanced acoustics, intelligent features and thoughtful design,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “We’re continuing that legacy with next-generation sound devices designed to deliver a rich, expressive performance for any space and moment.”
Redefining Cinematic Sound With Samsung’s Q-Series Soundbars
Samsung’s 2026 Q-Series soundbars reinterpret cinematic sound for contemporary homes, offering richer immersion across a range of room sizes and listening preferences.
Samsung’s latest flagship Soundbar (HW-Q990H model) delivers its most immersive soundbar experience yet, debuting Sound Elevation, a technology that lifts dialogue toward the center of the screen for more natural sounding audio. It also introduces Auto Volume, which maintains consistent volume across channels and content for a smoother, more balanced listening experience.
The 11.1.4-channel system combines a 7.0.2 main bar, 4.0.2 rear speakers and dual 8-inch driver built-in compact active subwoofer, refined for a powerful and space-efficient bass. Up-firing channels and next-generation AI tuning further broaden the sound field, bringing a sense of scale typically associated with professional home theater setups.
New to the 2026 lineup is Samsung’s All-in-One Soundbar (HW-QS90H model), which blends performance with aesthetic versatility. Its Convertible Fit design supports both wall-mount and tabletop placements, while a built-in gyro sensor automatically adapts channel distribution based on orientation.
A 7.1.2-channel system with 13 drivers — including nine wide-range speakers — and a built-in Quad Bass Woofer system deliver deep bass without the need for a separate subwoofer.
Music Studio Series: Iconic Dor Design, Expressive Sound
Samsung is introducing two new Wi-Fi speakers, the “Music Studio 5” and “Music Studio 7,” to build a stronger integrated ecosystem. These new models enable a wider range of sound system combinations than before, maximizing the audiovisual experience. Additionally, they offer richer sound experiences while also enhancing aesthetic harmony with users’ spaces, allowing users to enjoy an improved audio environment. Each model shares a timeless dot concept by renowned designer Erwan Bouroullec, inspired by a universal symbol in music and art — and grounded in Samsung’s signature aesthetic.
Music Studio 7 (LS70H model) is the most immersive model in the series, delivering 3.1.1-channel spatial audio through left, front, right and top-firing speakers for natural 3D immersion. Samsung’s Audio Lab Pattern Control Technology reduces signal overlap for cleaner directionality, while AI Dynamic Bass Control delivers deep bass with minimal distortion and Hi-Resolution Audio enables audio processing up to 24-bit/96kHz. Also, thanks to the super tweeter, the frequency range can extend up to 35kHz for enhanced musical detail. Available in black and white, it functions as a standalone immersive speaker or can be paired with additional units or Samsung TVs via Q-Symphony for wider stereo or a full surround-sound setup.
Music Studio 5 (LS50H model) is designed for homes where aesthetic harmony is as important as sound, offering a smaller, gallery-inspired form that complements and elevates interior spaces. Tuned by Samsung Audio Lab, it uses a 4” woofer and dual tweeters with a built-in waveguide for clear, balanced sound, while AI Dynamic Bass Control deepens low frequencies without distortion. Wi-Fi casting, streaming services, voice control and Bluetooth via Samsung Seamless Codec provide smart, seamless connectivity.
A More Intelligent, Connected and Immersive Sound Experience
For 11 consecutive years, Samsung has been the global leader in soundbars, driven by a commitment to engineering excellence led by the Samsung Audio Lab in California. This foundation shapes every part of Samsung’s 2026 lineup, bringing together advanced acoustics, purposeful design and intelligent connectivity.
In 2026, Samsung’s Q-Symphony becomes even more adaptive, enabling Samsung TVs, soundbars and Wi-Fi speakers to operate as a unified sound ecosystem. Users can now pair up to five sound devices with a Samsung TV while Q-Symphony analyzes room layout and device placement to optimize channel distribution. The result is clearer dialogue and more detailed surround sound as you are in the middle of the scene.
Additionally, with Wi-Fi connectivity and the SmartThings app, users can control sound settings, manage group playback, and access music streaming and voice assistant features through a single, intuitive interface. SmartThings also provides instant music controls, making it easy to start listening and adjust playback from any connected mobile device.
Samsung’s audio lineup also includes the all-new Sound Tower (ST50F and ST40F models) launched in late 2025, offering powerful outdoor and social listening experiences that complement the Music Studio and Soundbar families. Together, these innovations reflect Samsung’s continued leadership at the frontier of home audio, uniting acoustics, design and intelligence to create a sound experience that feels effortless, expressive and deeply connected.
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By Samsung Newsroom
Samsung Electronics today announced its partnership with the 2025 Asian World Film Festival (AWFF) as the festival’s official display technology sponsor. This year’s event — held November 11–20, 2025 in Culver City, California — will include screenings and key events presented on Samsung’s Onyx Cinema LED screens at the Culver Theater, the festival’s official venue.
Now in its 11th year, the Asian World Film Festival brings together acclaimed filmmakers and award-contending titles from across more than 30 Asian countries, serving as a cultural bridge between East and West. By supporting AWFF, Samsung underscores its commitment to advancing cinematic innovation and empowering creators through technology that enhances visual storytelling.
“Samsung is proud to support the Asian World Film Festival and celebrate filmmakers who are redefining storytelling on the global stage,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Onyx, audiences can experience cinema with a level of precision and realism that mirrors the director’s true intent.”
▲ The festival’s opening and closing films, along with awards ceremony, will be presented in Samsung Onyx auditoriums at the Culver Theater.
Elevating the Cinema Experience With Samsung Onyx
Samsung’s Cinema LED Onyx screen will take center stage at AWFF, transforming how audiences experience films at the Culver Theater. Key moments — including the opening and closing films and the awards ceremony — will be presented in Onyx auditoriums, where the festival’s cinematic artistry meets Samsung’s cutting-edge innovation.
As the world’s first DCI-certified cinema LED display,1 Samsung Onyx redefines the moviegoing experience by replacing traditional projection-based systems with advanced LED technology that delivers vivid color, true black levels and exceptional brightness. The result is a brilliantly immersive HDR viewing experience that faithfully preserves each filmmaker’s creative vision, ensuring every detail is seen just as it was meant to be.
“The Asian World Film Festival is dedicated to showcasing the highest standards of cinematic excellence,” said Georges N. Chamchoum, AWFF Executive Director. “Partnering with Samsung allows us to deliver the next-generation viewing experience that elevates the artistry and visual storytelling of every film we present.”
The Culver Theater features four Samsung Onyx Cinema LED auditoriums and one Samsung The Wall 8K LED auditorium, making it one of the most advanced LED multiplexes in the world.
Leading Industry Dialogue on the Future of Cinema
As part of its ongoing commitment to advancing cinematic innovation, Samsung will host a panel discussion, “Redefining the Cinema Experience With Samsung Onyx,” in collaboration with the Asian World Film Festival on Saturday, November 15, 2025, at the Culver Theater.
The session — featuring a panel of leading filmmakers, cinematographers and industry experts — will explore how LED display technology, including Samsung Onyx, is redefining the creative and technical frontiers of filmmaking. Discussions will focus on how advancements in color accuracy, contrast and dynamic range are empowering directors and cinematographers to bring their stories to life in new and immersive ways.
A Shared Commitment to Innovation and Artistry
Beyond the festival, Samsung continues to drive innovation across the global cinema industry as well. Earlier this year, the company introduced the new Onyx (ICD model) — the latest evolution of the world’s first DCI-certified LED cinema display — at CinemaCon 2025 in Las Vegas.
The upgraded Onyx combines brilliant HDR performance with peak brightness of 300 nits, frame rates up to 120Hz in 4K2 and precise DCI-P3 color accuracy, delivering ultra-smooth motion and lifelike visuals in every frame. Its scalable design, available in 5-, 10- and 14-meter sizes, allows theaters to maximize screen size without sacrificing image quality, while an industry-first 10-year warranty ensures reliability and long-term value.3
Through these innovations, Samsung is redefining the cinematic experience — empowering filmmakers, exhibitors and audiences to experience the emotion, color and detail exactly as it was envisioned.
Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems. ︎ Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB. ︎ Based on internal research and publicly available information. Onyx includes a standard five-year warranty on parts, with options to extend coverage up to 10 years. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today announced the expansion of its partnership with Toyota Motor, one of the world’s top-selling automakers, which will bring Samsung’s Smart Signage solutions to additional Toyota dealerships in key markets. This expansion follows the successful large-scale digital transformation of 1,250 dealerships across 40 countries completed in early 2025 in Europe.
As car buyers increasingly move between online research and in-person visits, the partnership aims to create a seamless and connected customer journey by transforming traditional dealerships into dynamic, digitally enhanced environments.
“The trend of digitalizing car dealerships is accelerating globally, and digital signage is playing a key role in that shift,” said Hoon Chung, Executive Vice President and Head of Enterprise Business team, Visual Display (VD) Business at Samsung Electronics. “Through our partnership with Toyota Motor, we’re proud to deliver innovative solutions that amplify the car-buying process for customers worldwide. We’re also committed to developing differentiated technologies tailored to the needs of globally diverse markets.”
Enhancing the Toyota Dealership Experience
Samsung has already deployed approximately 23,000 Smart Signage displays in Toyota dealerships across Europe, the Middle East and the Commonwealth of Independent States (CIS), marking one of the company’s most comprehensive commercial signage projects to date.
A range of Samsung touchscreens and indoor LED displays are installed across key areas of Toyota’s digital dealerships, including reception, consultation booths, vehicle display zones and customer lounges. These products include the QMC Series, a 4K UHD display lineup ranging from 43 to 98 inches, featuring a non-glare panel, uniform bezels for seamless portrait or landscape use, and EPEAT1 Silver certification for environmental performance.
Toyota digital dealership customers can browse vehicle models, view product specifications and explore available offers directly through Samsung Smart Signage displays. Touch-enabled interfaces allow for real-time customization, helping visitors build their ideal vehicle configuration on screen. These digital tools support a more interactive and efficient shopping experience, enabling staff to shift their focus from routine product explanations to more personalized customer conversations.
Remote Management With Enterprise-Grade Security
All digital dealership displays are supported by MagicINFO, Samsung’s all-in-one remote device management solution, which enables Toyota teams to monitor screen performance and troubleshoot issues across its display network from a centralized dashboard. This setup helps control hardware, minimize downtime and ensure consistent display operation without the need for on-site support.
Built with enterprise-grade safeguards, MagicINFO is certified under ISO/IEC 27001:2022 and ISO/IEC 27701:2019 by the British Standards Institution (BSI),2 underscoring Samsung’s commitment to secure and privacy-focused digital signage management.
“Bringing Samsung’s digital signage into our dealerships has added real value at every point of the customer journey,” said Dirk Christiaens, Business Transformation and Brand Experience Manager at Toyota Motor Europe. “There are multiple stages to the car-buying journey, and we must communicate the right information at the right time to deliver a great customer experience. The ability to remotely manage our displays in real time through MagicINFO has greatly increased customer engagement across our digital dealerships.”
According to a recent report from Omdia, the global digital signage market is projected to reach $12.6 billion by 2029. In Q2 2025, Samsung achieved a record-high 38.8% global market share by volume, maintaining its position as the world’s leading commercial display provider for 17 consecutive years.3
About Toyota Motor
Toyota Motor works to develop and manufacture innovative, safe and high-quality products and services that create happiness by providing mobility for all. We believe that true achievement comes from supporting our customers, partners, employees, and the communities in which we operate. Since our founding over 80 years ago in 1937, we have applied our Guiding Principles in pursuit of a safer, greener and more inclusive society. Today, as we transform into a mobility company developing technologies of electrification, intelligence and diversification, we also remain true to our Guiding Principles and many of the United Nations’ Sustainable Development Goals to help realize an ever-better world, where everyone is free to move. https://global.toyota/en/
1 The US Environmental Protection Agency’s Electronic Product Environmental Assessment Tool.
2 These globally recognized standards verify that MagicINFO meets rigorous requirements for managing information securely, mitigating risks of unauthorized access, and safeguarding personal data across its digital signage content management systems (CMSs).
3 Consumer TVs are excluded. Source: Omdia Q2 2025 Public Display Report.
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