[Press Conference Highlights] Samsung Shares Vision for the Future of Home Living at IFA 2023
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By Samsung Newsroom
▲ Hedi Mertens’s Gruppo di quadrati sulla base di un quadrato (1966) shown on Neo QLED by Samsung.
Samsung Electronics, the Official Art TV of Art Basel, today announced the launch of the Art Basel in Basel (ABB) Collection, an exclusive curation of digital art available across Samsung TVs with Samsung Art Store.1 Representing the most extensive Art Basel collection to date, the ABB Collection introduces 38 curated works from globally renowned artists and galleries — marking a new milestone in Samsung and Art Basel’s mission to bring world-class art to a wider audience.
The ABB Collection stands apart for its emphasis on diversity, with works that span continents, mediums and voices. For the first time, the collection features representation from an Africa-based gallery, deepening the global reach and cultural richness of the Samsung x Art Basel initiative. Some of this collection will be displayed at the Art Basel, from June 19-22, at Messe Basel in Switzerland.2
A Curated Vision of Global Expression
Handpicked from over 100 submissions, the 38 pieces in the ABB Collection were carefully curated with a focus on artist diversity, medium variety and geographic representation. The collection celebrates both emerging talent and established visionaries, aligning with Art Basel’s dedication to championing contemporary art from all corners of the world.
Highlights include:
Roméo Mivekannin, “Young woman with peonies after Frédéric Bazille” (2023): A compelling reimagining of classical portraiture from a postcolonial perspective. Basim Magdy, “An Intergalactic Messenger Teleported us to a Cave Settlement Ruled by Shared Compassion and Humility” (2022): A vibrant exploration of utopian futurism. Zandile Tshabalala, “Pink Blossoms” (2024): A powerful portrait celebrating Black femininity and nature. Antonia Kuo, “Willo” (diptych) (2024): A striking dual-panel composition that fuses digital manipulation with analog techniques.
The collection also includes works by iconic names such as Jo Baer, Kibong Rhee and Lynn Hershman Leeson, further enriching the visual and thematic depth of this year’s selection.
ArtCube: An Interactive Hands-on Experience at Art Basel
▲ Jo Baer’s Untitled (1961-1962) shown on Neo QLED by Samsung.
To further highlight the intersection of art and technology, Samsung will present an interactive lounge titled ArtCube3 at Art Basel. This immersive showcase will demonstrate how The Frame, MICRO LED and Neo QLED 8K redefine digital art experiences by displaying artwork — including selections from the Art Basel Collection — with breathtaking detail and depth.
ArtCube invites visitors to engage with the Samsung Art Store’s exclusive collections and freely experience the premium picture quality. Visitors can also make customized portraits of moving art pieces only available through ArtCube’s tailored curation. In addition to the ArtCube lounge experience, Samsung will host a series of panel discussions featuring influential voices from the contemporary art scene, sparking conversations around technology’s expanding role in artistic expression and accessibility.
Strengthening a Cultural Partnership
Samsung and Art Basel have partnered to introduce curated digital collections that began with the 2024 Art Basel Miami Beach, 2025 Art Basel Hong Kong, and now includes the 2025 Art Basel in Basel. Artworks from Art Basel Hong Kong, launched in March, have gained global popularity among Art Store users, ranking them in top 10 most-viewed art pieces.4 This ongoing collaboration highlights the shared vision of expanding the role of displays as vibrant platforms for storytelling and artistic dialogue.
“With the launch of a new collection in the Samsung Art Store for Art Basel in Basel 2025, we’re thrilled to offer our global audiences new ways to engage with our show,” said Maike Cruse, Director of Art Basel in Basel. Our global partnership with Samsung extends the visitor experience beyond the Messe and into people’s homes — creating new entry points to discover the exceptional artists and galleries that define our flagship fair in Basel.”
Completing a Unique Art Experience on Samsung Art TVs
▲ Lynn Hershman Leeson’s Seduction (1985) shown on Neo QLED 8K by Samsung.
Samsung Art Store offers the best way to transform your TV and elevate your home decor with the perfect piece of art for every season, holiday and mood. You can choose from 3,500+ works of art spanning over 800 artists, including the ABB Collection.
Spanning the Neo QLED 8K, Neo QLED, QLED, The Frame and The Frame Pro, which are powered by Samsung Vision AI for AI-enhanced picture and sound, Samsung Art Store is newly available across the Samsung 2025 TV lineup. These TV models also come with new personalized features that bring users closer to all the shows, movies and sports they love. Across the lineup, Samsung offers more ways than ever to transform TV screens into personalized art galleries.
The Art Basel in Basel Collection is now available exclusively on the Samsung Art Store to all Samsung Art TV users.
For more information, visit www.samsung.com.
About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong and Paris. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms including the Art Basel App and initiatives such as the Art Basel and UBS Global Art Market Report and the Art Basel Awards. Art Basel’s Global Lead Partner is UBS. For further information, please visit artbasel.com.
1 Samsung Art TV includes MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED and QLED models starting from Q7F and above.
2 Event is open to the public from June 19-22, after VIP opening from June 16-18.
3 Samsung Lounge ‘ArtCube’ is in Halle 1, the main exhibition floor inside Messe Basel.
4 The information provided is based on the results collected during April 2025.
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By Samsung Newsroom
“Expanding the projection surface naturally broadens the range of use.”
— Jaeyoung Park, Visual Display Business, Samsung Electronics
With the right projector, you can enjoy a 100-inch screen in compact home spaces. The portability of smaller projectors also enable more flexible entertainment spaces. Turning a living room into a theater or a bedroom into a concert hall — that’s an experience you don’t come back from.
Samsung Electronics is redefining home entertainment with The Premiere 5, introducing a new product identity by expanding the projection surface from walls to floors and tables and incorporating touch Interaction.1
Samsung Newsroom spoke with Seung-Hyun Moon from the New Projector Lab, Yuri Kim from Innovative Product Planning and Jaeyoung Park from Lifestyle Product Marketing — all part of the Visual Display (VD) Business at Samsung Electronics — to learn more about how the largest in-home touchscreen came to life.
▲ (From left) Yuri Kim, Jaeyoung Park and Seung-Hyun Moon from the Visual Display Business at Samsung Electronics
Ultra-Short Throw, Ultra-Clear Picture in an Ultra Cute Form
A compact ultra-short throw projector equipped with advanced triple laser technology as well as touch interaction, The Premiere 5 transforms everyday spaces into immersive environments with vivid picture quality. The device can display an image up to 100 inches from just 17 inches away2 when aimed at a wall and up to 40 inches when projecting onto the floor or tabletops.
▲ (From left) In the box: The Premiere 5, SolarCell Remote, front and back sides of the Touch Stand, power adapter and cable
“We applied ultra-short throw technology so the projector can still deliver a large screen even when placed very close to the wall,” said Moon. “A specially designed aspheric mirror bends the light path by more than 90 degrees, allowing light to spread evenly across the surface.”
“Thanks to the short projection distance, The Premiere 5 can be easily set up in confined spaces,” he added. “Another key strength is that it minimizes shadow interference — a common issue with conventional standard (or long) throw projectors.”
Triple laser technology uses red, green and blue — the three primary colors of light — to produce bright, vivid images.
“Traditional lamp-based or single-laser projectors rely on passing light through a color wheel to generate color,” said Moon. “In contrast, The Premiere 5 uses pure red, green and blue light sources from the start to deliver higher color purity and greater optical efficiency.”
▲ (From left) The top projection unit features a dual-mirror structure with an aspheric mirror, enabling ultra-short throw projection in a flat design. The camera unit uses 3D ToF technology for auto keystone and auto focus.
The two cameras built into the projector use 3D time-of-flight (ToF) technology3 to automatically detect the shape and distance of the projection surface and make adjustments in real-time. Auto focus keeps the image sharp, whereas auto keystone corrects trapezoidal distortion for a properly aligned rectangular image. As a result, users get an optimal viewing experience without needing to make any manual adjustments.
“3D ToF works by projecting infrared light onto the wall and calculating the time it takes to bounce back, allowing the projector to read the shape of the wall in real time,” he continued. “Thanks to this, the image can be instantly recalibrated even if the projector is accidentally moved during use.”
▲ Seung-Hyun Moon, New Projector Lab, Visual Display Business, Samsung Electronics
Touch Interaction — The Projector for Smartphone Habits
Touch interaction is a key feature that defines The Premiere 5.
“When projecting onto the floor, the screen becomes very close to the user,” said Kim. “The Premiere 5 was developed with the idea that touch is the most intuitive way to interact with screens — especially for users who are already familiar with smartphones and tablets.”
▲ Yuri Kim, Innovative Product Planning, Visual Display Business, Samsung Electronics
Touch interaction on The Premiere 5 uses infrared (IR) image sensors. An IR laser at the bottom of the stand and an IR camera at the top of the projector operate simultaneously to generate a calibration pattern, creating a map of the screen. When a user touches the surface, the upper sensor detects the reflected IR signal from the touch point and compares it with the existing map to determine the exact touch location.
“For precise touch recognition, we created and refined an error map across the entire IR range and went through countless rounds of calibration,” said Moon. “We worked extensively to ensure touch accuracy.”
▲ (From left) The IR camera and the IR laser
To activate touch interaction, users simply attach the front and rear stands to the main unit, lay it horizontally. The projector automatically switches to floor projection mode and enables touch. The magnetic connectors on the stands snap into place instantly, making assembly easy for anyone.
The key to the stand design is ensuring both easy assembly and stable support for the sensors and main unit so the touch feature functions smoothly.
“Before arriving at the current Touch Stand design, we went through numerous prototypes — continuously refining it to address shortcomings in both structure and usability,” said Park. “We were relentless in our pursuit of a safe, stable and effortless assembly.”
▲ Jaeyoung Park, Lifestyle Product Marketing, Visual Display Business, Samsung Electronics
Kim also recalled the intensive development process behind the Touch Stand.
“We experimented with countless attachment methods including detachable camera modules and cable connections,” she reflected. “There were easier ways to do this from a product development perspective, but our focus on user convenience helped us arrive at an optimal design. Ultimately, product development is driven by the user.”
Towering Design Requirements — Stacking Form and Function
“The process of stacking various parts in layers was simultaneously a design trial and technical challenge.”
— Seung-Hyun Moon, Visual Display Business, Samsung Electronics
One of the standout features of The Premiere 5 is its vertical tower design.
“Unlike conventional projectors, ultra-short throw projectors emit light at a wide angle. To avoid obstructing the projection path, part of the main body is typically recessed in a valley structure,” said Park. “In contrast, The Premiere 5 uses a dual-mirror structure that creates a flat top for a cleaner, more refined appearance.”
▲ The Premiere 5
“We aimed for a design that would blend naturally into any space and still look cohesive even when moved around — like a beautiful vase placed on furniture,” said Kim. “By shifting from the traditional horizontal form to a vertical design, we also improved space efficiency.”
Focus was placed not only on design but also on sound quality. Featuring 10W stereo speakers and Dolby Atmos support, The Premiere 5 delivers a powerful, rich sound. When paired with the Music Frame speaker via Q-Symphony,4 the projector creates an even more immersive audio experience.
“A cinematic experience is defined by both picture and sound quality, meaning high-quality audio is not optional — it’s essential,” said Park. “While delivering rich sound was a challenge given the spatial constraints, our team’s collaborative efforts allowed us to achieve both aesthetic design and impressive audio.”
“Ultimately, product development is driven by the user.”
— Yuri Kim, Visual Display Business, Samsung Electronics
“While horizontal projectors allow internal components to be distributed more broadly, the vertical structure of The Premiere 5 required stacking various parts in layers,” said Moon. “Incorporating premium features — such as ultra-short throw, triple laser technology, high-quality speakers and an internal sound chamber — meant every component had to be smaller and efficiently placed. The process was simultaneously a design trial and a technical challenge.”
Setting a New Standard for Projectors
The Premiere 5 brings innovation to projector use by introducing the concept of floor projection.
“By combining the projector with a Touch Stand, we extended the projection surface down to the floor,” said Park. “Expanding the projection surface naturally broadens the range of ways The Premiere 5 can be used.”
For example, users can mirror mobile content and project it onto a table — turning the surface into an interactive touchscreen. They can also enjoy a richer home entertainment experience through Samsung TV Plus, Gaming Hub and more.
“We highly recommend this product to those who want to share a large-screen experience with their family,” he added. “Through the ‘Enjoy With Family’ section within the Smart TV features, users can explore a wide range of touch-based content including educational and casual games.”
“Touch is the most intuitive way to interact with screens — especially for smartphone users.”
— Yuri Kim, Samsung Electronics
“I often follow recipe videos on YouTube while cooking at home,” said Park. “When projecting onto the kitchen island, I can play and pause the video with a simple touch — even if my hands are messy.”
He also noted that projecting onto the floor allows for convenient access to Samsung Health and guided workout videos during exercise.
▲ In the kitchen, The Premiere 5 can provide an easy-to-clean screen so you don’t have to worry about spills and accidents.
“My goal is to deliver a new level of immersion — one that makes users feel as if they’re truly inside the screen, not just watching it,” said Kim, describing her aspirations for the future.
“The new value of projectors lies in their ability to transform any surface into a screen,” added Park. “We will continue to overcome the limitations of projection surfaces through innovation.”
The Premiere 5 stays true to the essence of a projector while unlocking new possibilities through touch interaction. With the Premiere series, Samsung continues to push the boundaries of innovation and elevate everyday screen experiences.
▲ Jaeyoung Park, Seung-Hyun Moon and Yuri Kim of the Visual Display Business at Samsung Electronics say The Premiere 5 now feels like family.
▲ Engineers say it’s safer to hold The Premiere 5 with both hands when moving the device.
1 Touch interaction is only available with the Touch Stand connected. Touch Interaction may not function properly depending on set up and the condition of the surface projection surface.
Touch interaction support may vary by app, some apps may not support the feature. Some functions may be limited when using the feature.
2 Screen sizes for each projection distance may differ depending on the installation environment.
3 Time-of-Flight (ToF) technology is a depth-sensing method that measures the time it takes for a signal — usually infrared light — to travel from a source to an object and back to a sensor.
4 Q-Symphony is audio technology that allows a compatible Samsung TV or projector and a compatible Samsung sound device (such as a soundbar or the Music Frame speaker) to connect for a holistic listening experience.
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By Samsung Newsroom
Samsung TV Plus1 is going all-in on one of the hottest content categories, with the arrival of nearly 4,000 hours of free-to-stream Korean shows and movies now available on-demand in the U.S. With audiences around the world falling in love with the exhilarating world of Korean culture and entertainment, Samsung TV Plus is proud to offer viewers access to premium titles across a variety of genres like K-Dramas, K-Crime, K-Thrillers and K-Romance, just to name a few.
With the October 3rd arrival of new K-Content from Korea’s most acclaimed production companies CJ ENM and NEW ID and distribution company KT Alpha, Samsung TV Plus is now one of the largest providers of Korean scripted and unscripted TV series and movies in the U.S.
▲ Nearly 4,000 hours of free-to-stream Korean shows and movies are now available on-demand in the U.S. on Samsung TV Plus, the company’s FAST (Free Ad-supported Streaming TV) service.
Endless Entertainment on the World’s #1 Smart TV
The premium offering in the U.S. will bring monthly exclusives from CJ ENM with hit series like Voice 4 and Dark Hole, along with romance drama Doom at Your Service. The psychological thriller drama Beyond Evil distributed by NEW ID will also be arriving soon.
Samsung TV Plus and CJ ENM have also teamed up to bring unscripted, never before seen programs to the U.S., which includes popular food entertainment shows such as The Genius Paik and Three Meals a Day, along with travel shows House on Wheels and Youn’s Kitchen. And for the movie enthusiasts, Samsung TV Plus is now home to NEW ID and KT Alpha’s largest K-Movie offering in the U.S., with hit titles like NEW ID’s award winning Korean films Burning, starring Steven Yeun of Beef and A Taxi Driver, starring Kang-ho Song of the award-winning global blockbuster, Parasite. Fans can also enjoy popular movies from KT Alpha such as Joint Security Area, Oh! Brothers, The President’s Last Bang, 26 Years.
“K-Content is no longer niche — it’s one of the fastest growing and most watched categories globally, and Samsung TV Plus is uniquely positioned to deliver an unparalleled experience in this space with an endless offering of premium K-Content,” said Salek Brodsky, Senior Vice President & General Manager of Samsung TV Plus. “Our partnerships with the leading Korean production and distribution companies CJ ENM, NEW ID and KT Alpha came naturally, with Samsung TV Plus being the platform of choice to reach the largest audience possible, of both existing K-Fans and new viewers.”
An Immersive Plunge Into a Galaxy of K-Content
“As a leading entertainment company, CJ ENM offers the widest range of K-Content, from hit dramas and variety shows to K-Pop and globally acclaimed films. Through Samsung TV Plus, we are excited not only to bring our diverse content libraries to international audiences but also to explore new collaboration opportunities to further expand the impact of Korean entertainment.” added Seo Jang-ho, SVP of CJ ENM Content Business Division.
How To Watch
Samsung TV Plus offers the best of TV, all for free – and is available exclusively across the Samsung TV, Galaxy, Smart Monitor, and Family Hub lineups. This includes the 2024 Samsung Neo QLED 8K, Neo QLED 4K, OLED, and The Frame, which are designed with advanced AI2 that can upscale even your favorite older classics on Samsung TV Plus into stunning 4K and 8K quality.
1 Samsung TV Plus is the go-to service for free, premium entertainment that allows content owners and advertisers to engage consumers at scale. As a leader in free ad-supported TV (FAST) and video-on-demand (AVOD), Samsung TV Plus is the #1 free ad-supported app on Samsung Smart TVs, with nearly 3,000 ad-supported linear channels available globally in 27 countries across 630M active devices. Samsung TV Plus is accessible on 2016-2024 Samsung Smart TVs, Galaxy devices, Smart Monitors and Family Hub refrigerators. To learn more, visit samsungtvplus.com.
2 Uses AI-based formulas.
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By Gabriel Nog
does the Neo QLED 4K 55QN85C 2023 already have the SMART UP app available for download?
If not, how can we update it so that it does?
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By Samsung Newsroom
Samsung Electronics announced a new partnership with Art Basel’s show in Basel, world’s premier art fair held annually in Basel, Switzerland, presenting The Frame as its official visual display. During the event, various art works will be exhibited on The Frame in a vivid 4K QLED display at Samsung The Frame Lounge.1
This year, Art Basel’s Basel fair will host 286 galleries from 40 countries and territories taking place at Messe Basel from June 13 to 16.
▲ Samsung’s Lifestyle TV ‘The Frame’ became the first official visual display for Art Basel
Samsung The Frame Lounge is a booth dedicated to The Frame at Art Basel in Basel 2024 where visitors will be able to enjoy remarkable works of modern and contemporary art through The Frame’s cutting-edge display.
The Frame is a lifestyle TV that doubles as a digital canvas, displaying artwork or pictures on the screen when the user is not watching TV. Users can access more than 2,500 pieces of art including works from the most distinguished artists, museums, and industry tastemakers through Samsung Art Store, a subscriber-exclusive service.
The Frame is especially well suited to display art in events like Art Basel as it minimizes light reflection with the Matte Display, allowing people to admire art under overhead room lights or even daylight. Earlier this year, The Frame also became the first in the industry to earn the Pantone® Validated ArtfulColor certification, which highlights its exceptional color reproduction capability.
▲ The Frame will display various works of modern and contemporary art at Samsung The Frame Lounge, a booth dedicated to The Frame at Art Basel in Basel 2024
“The Frame is a display that has the power to deliver the artist’s message as well as the beauty of the work itself,” said Cheolgi Kim, EVP of Visual Display Business at Samsung Electronics. “We are especially excited to provide art lovers with a special screen experience on The Frame through this collaboration with Art Basel.”
Samsung Electronics aims to solidify The Frame’s reputation as a conduit for art by introducing an immersive digital experience for art enthusiasts worldwide.
▲ The Frame, in 2024, became the first in the industry to earn the Pantone® Validated ArtfulColor certification
▲ The Frame was announced as the official visual display for Art Basel 2024
1 Samsung The Frame Lounge will be located in Hall 1, adjacent to the Unlimited sector, at Messe Basel during Art Basel in Basel 2024. Title and location subject to change without prior notice.
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