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Since its launch in 2017, Samsung The Frame has redefined the screen experience by seamlessly blending technology with interior design. As the pioneer of the Art TV, The Frame delivers select artworks when powered off, turning an everyday living space into a personal gallery.
In 2017, The Frame combined Samsung Electronics’ advanced display technology with an elegant design to fit seamlessly into living space. Resembling a picture frame, The Frame featured customizable bezels,1 the Invisible Connection, and the One Connect Box which neatly organizes all cables, giving the living room a clean, clutter-free look.
Moreover, Samsung Art Store, the art subscription service for Samsung Art TVs, brought renowned and captivating artworks into homes worldwide, continuously expanding its collection to over 5,000 pieces.
Last year, Samsung introduced The Frame Pro, featuring Wireless One Connect and a Neo QLED 4K display. This year, the premium art experience has been further elevated with the introduction of the Vision AI Companion, which offers a more personalized experience, along with various setup options. Check out the infographic below to explore The Frame’s innovative journey in bringing art into everyday life.
Customizable bezels sold separately and options may vary by market. ︎ View the full article

Three-dimensional showcases are a proven way to capture attention in high-traffic retail and public spaces, but traditional boxy installations take up valuable floor space that many brands simply don’t have.
Samsung Spatial Signage changes that. Its slim 52 mm profile, combined with Samsung’s patented 3D Plate technology, delivers depth and dimension without the heavy, boxy structures of conventional 3D signage.
Available in multiple sizes1 — 32-inch, 55-inch and 85-inch — Spatial Signage can be placed on shelves, used to highlight a product zone or anchor a larger feature wall.2 This gives retailers and venues a flexible way to add impact where it matters most, without redesigning the entire space.
▲ Samsung’s glasses-free 3D display, Spatial Signage If content creation and management are a concern, Samsung VXT (Visual eXperience Transformation) provides a solution. Through Samsung VXT, businesses can remotely manage connected screens3 and create signage-ready video content with ease. With the AI Studio app,4 newly added to Samsung VXT today, users can create signage-optimized content from just one product image and a text prompt.
▲ Samsung VXT’s AI Studio helps create signage-ready video content. The app offers an option to upscale the content to 4K UHD resolution at 60 frames per second. Not only does it support general digital signage, but it can also optimize videos specifically for Spatial Signage with an optional feature, delivering a truly immersive experience on the 3D display.
▲ AI Studio offers an option to optimize content for Spatial Signage. Samsung VXT allows businesses to remotely control and manage content for both conventional digital signage and Spatial Signage within the same platform, reducing workflow complexity across display types.
Watch the video below to see how retail displays come to life with Spatial Signage.
The availability of each size may vary by region. 32-inch and 55-inch models will be available later this year. ︎ Spatial Signage is compatible with wall mount accessories for installation, sold separately. ︎ Samsung VXT is sold separately, and solution availability varies by region. ︎ AI Studio may incur additional costs depending on usage. ︎ View the full article

From March 25 to 29, Samsung brought its vision of art at home to Art Basel Hong Kong 2026, where 240 leading galleries from 41 countries and territories gathered for one of the art world’s premier events. At a special booth, Samsung displayed how 2026 Samsung Art TVs bring every artwork to life with breathtaking detail.
▲ Visitors enter Samsung Art Lounge at Art Basel Hong Kong 2026, where large-scale digital artworks introduce an immersive vision of art in everyday life. As provider of the Official Art TV of Art Basel, Samsung welcomed visitors into an immersive exhibition shaped by light, scale and space. Pairing monumental digital imagery with more intimate viewing moments, the experience showed how art can transcend the gallery into daily life at home.

A New Home for World-Class Art
Samsung Art TV Lounge was built around the concept “Crossing Time, Crossing Space,” connecting Korean artistic heritage with a contemporary vision of art at home.
▲ “Crossing Time, Crossing Space” unfolds through Samsung’s partnership with the National Museum of Korea. Visitors first passed through an exterior LED facade before entering the lounge, where vivid digital artwork unfolded across Samsung Art TVs.
▲ At the center of Samsung Art Lounge, the 130-inch Micro RGB turns digital art into an architectural focal point. Inside the space, a cube-like arrangement featured the Samsung OLED on the left, The Frame Pro on the right and the 130-inch Micro RGB that anchored the exhibition, capturing every nuance of brushstroke and light in true-to-artist detail.
▲ From left to right: Samsung OLED, Micro RGB and The Frame Pro shape the presentation at Samsung Art Lounge. Across the three Samsung Art TVs, selections from the late Samsung Chairman Lee Kun-Hee’s renowned Collection were presented through Samsung’s partnership with the National Museum of Korea, alongside works by Yoon-Hee, living in France, known for large, simple abstract paintings and metal sculptures that explore time, and the mix of Asian and European styles, and JongSuk Yoon, living in Germany, known for dreamy, colorful landscapes that connect East Asian traditions with Western abstract art.
Further into the exhibition, guests explored Samsung Art Store’s 2026 Art Basel Hong Kong collection, a curated selection of 25 works from 20 emerging and established artists represented by eight prestigious galleries, including Bank, CLC Gallery Venture, Lin & Lin, Pearl Lam, Rossi & Rossi, Tomio Koyama, Vacancy and Don Gallery.
▲ Featured works from the curated Art Basel Hong Kong 2026 collection for Samsung Art TV were on display at the Samsung Art TV Lounge. ▲ Visitors engaged with artworks displayed across the exhibition including Samsung Art TVs. Interactive moments extended beyond the Samsung Art TV Lounge, with visitors invited to explore Samsung Art TV displays across the fair and take part in an Art TV billboard selfie activation at the Hong Kong Entertainment Building Shopping Arcade, reinforcing the idea that art can be experienced as part of everyday life from anywhere.
▲ Junwha Hong, Vice President and Head of Marketing for Samsung’s Visual Display Business and Art Basel CEO Noah Horowitz at Samsung Art Lounge
An Evening of Art, Style and Discovery
Samsung also hosted an exclusive evening at Pier 1929, inviting guests to explore their artistic preferences with Samsung Art TV. Throughout the evening, attendees took part in an interactive program that guided them through curated activities inspired by the artworks on display.
From artwork selections to photo activations and dinner conversations, the experience fostered a personal connection with art.
▲ Attendees took part in hands-on creative activities inspired by the artworks on display. ▲ Small-group dinner conversations brought art, technology and personal discovery together. Junwha Hong, Vice President and Head of Marketing for Samsung’s Visual Display (VD) Business, opened the evening by reflecting on Samsung’s ongoing partnership with Art Basel and how the 2026 Samsung Art TV lineup expands access to world-class art in everyday spaces.
▲ Hong addresses guests at the event
Art Basel, Beyond the Fair
Through its partnership with Art Basel, Samsung is bringing museum-quality artwork into the home, turning the TV screen into a more personal, everyday way to discover and live with art.
▲ Samsung Art Store brings highlights from Art Basel Hong Kong to Samsung Art TV screens worldwide. Samsung recently introduced the 2026 Art Basel: Hong Kong Collection to Samsung Art Store, a digital art subscription platform home to 5,000+ artworks, 800+ artists and 80+ partnerships.
Available across Samsung’s Art TV lineup, including The Frame Pro, The Frame, Micro RGB, Neo QLED, QLED and OLED, Samsung Art Store lets viewers experience highlights from the fair wherever they are.
▲ The Art Basel: Hong Kong Collection features 25 works from 20 artists across eight galleries. View the full article

The Entertainment Companion zone at The First Look 2026 marked a new chapter in Samsung’s visual display evolution — building on two decades as the world’s No. 1 TV brand. The space was divided into art, gaming and entertainment sections, anchored by the world’s first 130-inch Micro RGB TV and the Vision AI Companion.
Samsung Newsroom stepped inside the exhibition to see how hardware innovation and AI-driven visual intelligence come together to create new immersive experiences.
▲ Samsung has been the world’s No. 1 TV brand for the past 20 years.
Micro RGB 130”: CES Innovation Awards 2026 Best of Innovation Winner
The Micro RGB 130” TV made its debut at First Look. Visitors were first struck by its scale, then by the precision of its color reproduction across varied content. Micro RGB 130” also delivers 100% of the BT.2020 wide color gamut, certified by Verband der Elektrotechnik (VDE), to enable more accurate, life-like colors.
As screen sizes grow, maintaining image consistency becomes more challenging. Samsung addressed this with Glare Free technology, enabling uniform image rendering without distracting reflections — a key reason the Micro RGB 130” TV earned a CES Innovation Awards 2026 Best of Innovation honor.
▲ Micro RGB 130” ▲ The Micro RGB 130” TV uses RGB color LEDs smaller than 100 micrometers as its backlight to deliver exceptional picture quality and color. ▲ Video explaining how micro RGB LEDs work Beyond the technology, the Micro RGB 130” TV’s Timeless Frame design reflects a modern evolution of Samsung’s TV legacy — preserving the Timeless Gallery concept first introduced at CES 2013. The lower edge of the frame meets the floor, creating the effect of a window that blends seamlessly into its surroundings.
The Micro RGB TVs will be available in 100-, 85-, 75-, 65- and 55-inch sizes.
▲ Video introducing the Micro RGB 130″
Vision AI Companion: From Convenience to Comfort In Everyday Life
▲ Vision AI Companion demonstration “Which team do you think will win today’s soccer match?”
“Can you tell me the recipe for the food on screen?”
The Vision AI Companion area showcased the range of interactions available through the TV. First introduced in 2025, the Vision AI Companion now understands casual, conversational prompts and delivers intelligent responses — from providing detailed information about a film to recommending music based on mood and even placing food orders.
▲ A recipe recommendation via Vision AI Companion
Art TVs: Bringing Art Gallery Experiences Into the Home

The Frame and The Frame Pro
Building on the art experiences offered through Samsung Art Store, Samsung spotlighted its expanded Art TV lineup with a larger The Frame 98”. The built-in Wireless One Connect design simplifies installation, while the packaging box doubles as a wall-mounting guide.
Displayed alongside it, The Frame Pro 85” evoked the feel of a gallery space — showcasing Neo QLED picture quality with vivid clarity.
▲ The Frame 98” and The Frame Pro 85”
OLED S95H
The newly released OLED S95H TV, a CES Innovation Awards 2026 honoree, features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.
▲ OLED S95H Art TVs can display more than 5,000 works currently exhibited in museums and other venues around the world. Samsung plans to expand the service through collaborations with global partners.
▲ Art TVs created an immersive chamber where visitors could become part of the piece.
6K Gaming: Immersion on Another Level

Odyssey 3D Monitor
The glasses-free Odyssey 3D 32″ (G90XH6K) — the world’s first 6K 3D gaming monitor — invited visitors to experience their favorite games in new ways. Around 60 games can be enjoyed in 3D including “The First Berserker: Khazan,” “Stellar Blade,” “Lies of P: Overture” and “Mongil: STAR DIVE.”
▲ Odyssey 3D 32” ▲ Jerry Ruiz “I tried gaming in 3D for the first time, and it felt completely new and immersive,” said Jerry Ruiz, a digital content creator from Kennewick, Washington. “Being able to play 3D games without wearing glasses was especially impressive — I don’t think I’ll be able to go back to regular gaming.”

Personalized Entertainment: Tailored to Individual Lifestyles

Tizen
The new Tizen operating system enables personalized recommendations through expanded content discovery. Viewers can access curated programming based on viewing trends and seasonal themes through a simple, intuitive interface.
▲ Tizen delivers personalized entertainment experiences. Samsung extended entertainment beyond watching and listening by inviting visitors to take the mic with Stingray Karaoke on Samsung TV. With microphone connectivity, tambourine effects and applause sounds, the TV transforms into a karaoke system, while features such as echo, reverb and voice tuning recreate the feel of a professional performance. Visitors could also test their skills with Fender Play TV, available exclusively on Samsung TV. The service offers guitar tutorials led by top instructors, along with virtual band sessions through Jam mode.
Available in 30 countries, Samsung TV Plus brings a wide range of entertainment programming — from sports and music to creator content — across more than 3,500 channels and 66,000 video-on-demand titles.

Big Screen, Glare-Free Immersion
The large-display setup demonstrated Samsung’s Glare Free technology, delivering immersive paired with Micro RGB picture quality and spatial audio. The experience reflected Samsung’s vision of the TV as an Entertainment Companion.
▲ Light reflections are visible on the left display but minimized on the right with Glare Free technology.
Portable Screens: Made for Life on the Move

The Freestyle+
One area of the exhibition resembled a camping trip, featuring the new The Freestyle+ projector. Designed for portability, the device lets users enjoy their favorite content wherever they go.
Lightweight and compact, the projector features a minimalist design that blends into any space. AI OptiScreen automatically adjusts the image for different surfaces — including walls, ceilings and curtains — ensuring optimal viewing from virtually anywhere.
▲ The Freestyle+ ▲ AI OptiScreen delivers clear viewing on virtually any surface. In addition, 3D Auto Keystone delivers an optimized, near-rectangular image even when projected onto uneven surfaces such as three-sided corners or curved curtains.
▲ 3D Auto Keystone creates a near-rectangular image even when projected onto a three-sided corner.
Audio Innovation: Sound for Every Space

Music Studio Series and Q-Symphony
Samsung unveiled a range of audio devices in multiple form factors, each made to deliver high-quality sound. Created in a second collaboration with French designer Erwan Bouroullec — following his earlier work with Samsung on The Serif TV — the Music Studio series of Wi-Fi speakers blends refined design with immersive audio, enhancing interior spaces wherever they are placed. The Music Studio series received a CES Innovation Awards 2026 honor.
▲ Music Studio series
Q Series All-in-One Soundbar
Samsung introduced its most cinematic soundbar to date with the new Q Series All-in-One Soundbar. The system features 13 built-in speakers and Sound Elevation technology — which raises dialogue toward the center of the screen. With Auto Volume and flexible installation options including wall mounting or tabletop placement, the soundbar delivers a clearer, more natural listening experience.
▲ Q Series All-in-One Soundbar installation options
Sound Tower
The Sound Tower rounded out the audio lineup. Equipped with a built-in telescopic handle and wheels, the speaker can be easily moved and positioned as needed. Users can adjust lighting colors and effects with Party Lights+ and sound settings to suit different environments. With IPX4 water resistance, the Sound Tower delivers stadium-level energy for an immersive match-day experience.
▲ Sound Tower
Next-Generation Technology: Innovation Beyond the Screen

Micro LED 140″
▲ Micro LED 140″ Using microscopic chips that independently render color, the Micro LED delivered lifelike visuals with exceptional clarity. Shown on a massive 140-inch screen, the imagery created an immersive, cinema-like experience that felt true to life.
▲ Micro LED technology delivers strikingly realistic visuals.
AI Beauty Mirror
▲ AI Beauty Mirror In the next area, visitors entered a space modeled after a powder room where a circular mirror revealed itself as the AI Beauty Mirror. Powered by on-device AI, the technology signaled Samsung’s technology expansion into the beauty space.
The hybrid design combines a polarized mirror with a half mirror to improve reflectivity and transparency, delivering clearer, more precise visuals.
▲ The AI Beauty Mirror provides personalized suggestions through detailed skin analysis.
Audio-Visual Design Blends Sound With Form
A lineup of visually striking audio devices added a strong visual element to the booth. Reimagining the turntable, the Transparent Micro LED functioned as a music visualizer — resembling an LP floating in midair — while a built-in premium sound system ensured audio quality remained uncompromised.
▲ A floating LP-inspired visual audio device
Spatial Signage
Samsung also introduced Spatial Signage, a new display form factor that combines detailed 2D content with immersive 3D effects. Using spatial optical technology measuring just 52 millimeters thick, the display creates a pronounced sense of depth — as if an additional layer of space exists within the screen. The system integrates with existing Samsung signage, enabling centralized remote management of both content and hardware.
With life-size 3D effects and vivid visuals, Spatial Signage can be used for advertising, events, artist exhibitions and museum displays.
▲ The Transparent Micro LED features high transparency and clarity. ▲ Spatial Signage The Entertainment Companion zone at The First Look 2026 went beyond visual and audio enhancements, illustrating how AI can deliver both convenience and comfort when seamlessly integrated into everyday life.  Samsung aims to bring greater comfort and enjoyment to everyday life.
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▲ Visitors from around the world enter the exhibition. The First Look 2026 by Samsung Electronics unveiled a forward-looking vision for AI under the theme “Your Companion to AI Living.” Held in Samsung’s dedicated space at Wynn Las Vegas, the exhibition guided visitors through how AI can enhance everyday enjoyment and convenience while supporting health and safety.
Samsung Newsroom explored the exhibition, highlighting the company’s evolving AI companion experiences across entertainment, home and care.

AI Gallery Zone: An Artistic Welcome to AI Living
prev next The AI Gallery zone welcomed visitors with iconic works from both Eastern and Western art, seamlessly integrated into the space. Featured pieces included Vincent van Gogh’s “Starry Night Over the Rhône,” along with selections from the Lee Kun-Hee Collection — donated to public institutions by the late Samsung chairman and available through Samsung Art Store — such as Jeong Seon’s “Clearing After Rain on Mount Inwang” and the Joseon Dynasty painting “Sun, Moon, and Five Peaks.”

Entertainment Companion Zone: Every Moment of Sight and Sound
▲ View of the Entertainment Companion zone ▲ Micro RGB 130” The Entertainment Companion zone stood out as the exhibition’s largest area, featuring a variety of visual display and audio products. Excitement built as Samsung debuted the Micro RGB 130” TV, winner of the CES Innovation Awards 2026 Best of Innovation.
▲ Vision AI demonstration Centered on the Micro RGB TV, the Vision AI showcase highlighted hands-free interaction. Through voice commands, visitors could look up match predictions, search for recipes or play music — demonstrating how the TV functions as an Entertainment Companion.
▲ Music Studio series ▲ Sound Tower Beyond innovation, this year’s lineup emphasized a refined design philosophy balancing simplicity and elegance. Highlights included the Music Studio 5 and Music Studio 7, Wi-Fi speakers developed in collaboration with French designer Erwan Bouroullec; the AI Beauty Mirror for personalized beauty care; the Sound Tower with lighting optimized for sports viewing; and the Transparent Micro LED, reimagining the nostalgic charm of vinyl records as a floating visual audio device.
▲ Crowds gather in the gaming area. ▲ Odyssey 3D 32” ▲ Transparent Micro LED ▲ Spatial Signage The zone concluded with Spatial Signage — an interactive display that animates visitors in real time — combining the clarity of 2D imagery with the depth of 3D expression.

Home Companion Zone: Less Housework, More Everyday Freedom
▲ View of the Home Companion zone The Home Companion zone presented the evolution of Samsung’s home appliances — moving beyond reducing household chores toward eliminating them and pointing to a future with less housework.
▲ AI home appliance demonstration At the entrance, three flagship Samsung AI home appliances — the Bespoke AI Refrigerator Family Hub 32”, Bespoke AI Laundry Combo washer-dryer and Bespoke AI Jet Bot Combo robot vacuum — demonstrated how cameras, screens and voice interaction work together to support daily life as an integrated Home Companion.
▲ Bespoke AI Refrigerator Family Hub The home appliances highlighted smarter food management through AI Vision and hands-free control through voice recognition, offering greater freedom in the kitchen.
▲ North America kitchen package A North America kitchen package, unveiled publicly for the first time at the exhibition, also drew attention from visitors.
▲ Bespoke AI AirDresser and Bespoke AI Laundry Combo The exhibition showed that a zero-housework home is within reach, highlighting stronger connectivity among washing machines, dryers and garment care systems, alongside advances in the AI capabilities of robot vacuums.

Care Companion Zone: A Safer, Healthier Everyday Life
▲ View of the Care Companion zone In the Care Companion zone, visitors saw how the latest Galaxy form factors — including the new Galaxy Z TriFold — connect mobile and wearable devices with home appliances to serve as a central hub for AI-powered living.
▲ Galaxy Z TriFold The area demonstrated how Samsung Health is continuing to improve sleep environments by controlling air conditioners, air purifiers, lighting and sensors. A brain health training program for users concerned with cognitive health was also showcased. Other features of the health platform include analyzing health metrics through connected devices to help identify potential signs of chronic conditions, as well as exercise and sleep coaching and recipe recommendations based on ingredients in connected refrigerators.
▲ Sleep environment demonstration Samsung further highlighted its Care Companion approach through a Pet Care system that helps identify potential health issues in companion animals and Home Care services, such as SmartThings Safe, that can request emergency assistance in critical situations.
▲ The Family Care section ▲ (From left) Jonathan Harvey and Maxence Fleury “What impressed me was how everything is connected,” said Maxence Fleury, a digital content creator from Los Angeles. “The exhibition clearly showed how the ecosystem is expanding and the impact it is having.”
▲ Lucy Hedges “Once again, Samsung didn’t disappoint,” said Lucy Hedges, host of The Travel Show on the BBC. “What I especially liked was how AI blends naturally into everyday life. These connected products ultimately make users’ lives easier and more comfortable.”
As a standalone exhibition, The First Look 2026 presented a more expansive and advanced range of AI products and experiences than ever before. Samsung’s vision of AI — as a trusted companion in everyday life — offers much to look forward to in the years ahead.
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