[Video] The Future of Commercial Display in Six Shorts
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By Samsung Newsroom
Integrated Systems Europe (ISE) 2025 kicked off on February 4 in Barcelona, highlighting the latest advancements in commercial display technology.
Samsung Electronics welcomed guests with a striking 462” The Wall media facade at the entrance to its booth — while inside, the company showcased its energy-efficient Color E-Paper display alongside AI-powered upgrades to the SmartThings Pro platform. The supersized 115” 4K Smart Signage display captivated visitors with its immersive visuals as well.
Samsung Newsroom explored the booth firsthand and captured these innovations leading the future of commercial displays.
▲ Visitors marvel at The Wall’s stunning visuals powered by MICRO LED technology.
▲ (From left) Hoon Chung, Executive Vice President; SW Yong, President and Head of Visual Display (VD) Business; and Seong Cho, Executive Vice President of Europe Office, from Samsung Electronics admire The Wall.
▲ The ultra-low power Samsung Color E-Paper boasts a slim, lightweight design.
▲ Visitors examine Samsung VXT, a comprehensive cloud-based content management solution (CMS) platform.
▲ Visitors crowd around the SmartThings Pro wall to see how the B2B management platform has expanded to include enterprise-grade IoT devices.
▲ Visitors interact with the Google Cast feature newly added to Samsung’s 2025 hotel TV lineup.
▲ SW Yong, President and Head of Visual Display (VD) Business at Samsung Electronics, tries out the 2025 Interactive Display equipped with Samsung AI Assistant.
▲ The 115” (16:9) 4K Smart Signage display boasts an ultra-large screen optimized for office spaces, retail stores and other business environments.
▲ A visitor observes the 105” (21:9) 5K Smart Signage display‘s various innovative features that make it the perfect option for video conferences.
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By Samsung Newsroom
Ahead of the opening of CES 2025, Samsung Electronics showcased a range of new products at First Look 2025 — underscoring its technological leadership and introducing Vision AI, a new direction for AI screens.
▲ Samsung presented the future of AI technology, highlighting four key pillars: “On-Device AI,” “Connectivity,” “Personalized” and “Openness,” which are fully integrated with Knox Security, Bixby and Tizen OS.
Vision AI: Bringing Personalized AI to the Center of Daily Life
The Vision AI Zone provided an overview of Samsung’s signature AI features, presenting technologies that transcend the traditional role of TVs to now deliver personalized experiences tailored to users’ preferences and different environments. Some of the standout features that drew a crowd included Click to Search, which retrieves information with a single click while watching content; Live Translate, which converts foreign-language content into subtitles in the user’s preferred language; and Generative Wallpaper, which uses AI to create customized digital displays.
▲ Using Click to Search, users can click on people or items with the dedicated AI button on a remote while viewing content. The feature identifies the selected object, retrieves relevant information and recommends content in similar genres.
▲ The Live Translate feature allows users to enjoy real-time subtitles in the chosen language, eliminating language barriers.
▲Generative Wallpaper uses AI to generate high-quality 4K images that match users’ preferences, optimized for large screens. This feature enables users to create personalized digital displays that reflect their home’s ambiance, emotions and individual tastes.
Next-Generation Screens: Turning Everyday Life Into a Premium Experience
Also showcased were some of the latest advancements in display technology. Innovations included the HoloDisplay, a floating screen that uses 3D technology to project images in lifelike detail, and the MICRO LED Beauty Mirror, a unique form factor that provides customized beauty solutions.
▲ The Next Generation Screen Experience Zone showcased Samsung’s latest advancements in display technology.
▲ The HoloDisplay employs Samsung’s anti-distortion and anti-reflective technologies to produce screens that appear to float, unlocking new possibilities for display applications. Its innovative design and advanced functionality earned it a Best of Innovation award at CES 2025.
▲ Visitors were captivated by the interactive experience of analyzing skin conditions and receiving personalized beauty solutions through the MICRO LED Beauty Mirror. Developed in collaboration with Amorepacific, the display analyzed skin types and provided recommendations. With its exceptional image clarity and reflectance, the MICRO LED Beauty Mirror also earned a Best of Innovation award at CES 2025.
https://img.global.news.samsung.com/global/wp-content/uploads/2025/01/Samsung-Visual-Display-CES-2025-First-Look-2025-Private-Show_main8-2.mp4 ▲ The Transparent MICRO LED was featured in a bezel-less design on three sides, resembling an elegant glass frame. This seamless design allows it to blend naturally into any space, transforming the environment into a gallery-like setting.
Lifestyle Screens: The Intersection of Technology, Art, and Utility
Samsung also unveiled a range of lifestyle products combining aesthetic appeal with practical benefits. Highlights included The Frame and The Frame Pro, which transform everyday spaces into personal art galleries, and The Premiere 5, which sets a new standard for home cinema.
▲ Equipped with Neo QLED technology, The Frame Pro boasts a high-definition screen with sharp contrast, even in bright sunlight. Additionally, with Wireless One Connect, installation is hassle-free.
▲The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector, offers touch interaction functionality on the display it projects, enabling users to engage in touch-based activities such as drawing and playing puzzle games. The Premiere 5 delivers a super large screen of up to 100 inches with exceptional image quality from just 43 centimeters away.
▲ The sheer size of Samsung’s 115-inch TV was enough to capture visitors’ attention. The expanded lineup of supersized TVs, ranging from the 98-inch models of the QN990F and QN90F to the 100-inch model of the QN80F and the 115-inch model of the QN90F, offers a truly immersive viewing experience.
Game-Changing Monitors: Displays for Work, Play and Beyond
Samsung also presented a lineup of cutting-edge displays designed to transform personal, professional and entertainment spaces. Among them was the Odyssey gaming monitor series, offering an immersive gaming experience with its impressive refresh rate and advanced 3D technology.
▲The Odyssey 3D (model G90SF) utilizes lenticular lenses and AI technology to transform 2D content into 3D, delivering new levels of immersion.
▲The 37-inch ViewFinity 37 is optimized for desk environments, offering vivid image quality and enhanced convenience.
Samsung’s next-generation display advancements showcased at CES 2025 go beyond technological innovation — they are thoughtfully designed with the user in mind, combining convenience, practicality and a reimagined approach to smart living. By seamlessly integrating cutting-edge technology, refined design and personalized features, these solutions offered visitors a unique and engaging experience. Looking ahead, Samsung continues to pave the way for smarter, more convenient lifestyles.
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By Samsung Newsroom
Samsung Electronics’ The Premiere is back and more powerful than ever, after revolutionizing the premium projector market with its 2020 debut. Apart from its celebrated home cinema capabilities, The Premiere lineup has been enhanced with an array of new lifestyle features to broaden functionality beyond mere video viewing.
Samsung Newsroom met with developers Jaeyoung Park, Seonbin Jang and Jonguk Shin from the Visual Display Business at Samsung Electronics to discuss The Premiere’s new features and next steps for the projector.
▲ (From left) Jaeyoung Park, Seonbin Jang and Jonguk Shin
Ultra-Short Throw: Embracing a New Era of Home Cinema
Within a year of its launch in 2020, The Premiere ascended to the top of the premium projector market in North America — achieving this feat by delivering an unparalleled home cinema experience to users.
The true value of The Premiere’s home cinema features became evident during the COVID-19 pandemic. As more people stayed at home, the online streaming industry expanded and brought projectors into the spotlight. The ultra-short throw projector segment, a category that includes The Premiere, represented just 7.2%1 of the premium home cinema projector market in 2019. However, following the pandemic, this share grew to 22.5% by 2023.
▲ The Premiere 9
The Premiere’s biggest advantage lies in its convenience. Utilizing ultra-short throw technology with an aspherical mirror, the projector eliminates the need for ceiling mounts or a separate shelf to achieve an optimal projection distance. Users can simply place The Premiere directly in front of the desired wall, much like a TV, and screen adjustments can be made effortlessly via a remote control or mobile device. The Premiere 9 and The Premiere 7 are ideal for creating a personal movie theater, offering immersive screen sizes of up to 130 and 120 inches, respectively.
Color Wheel: Rotates rapidly in sync with the video signal to ensure images display the correct colors. Typically features 3 to 8 color sections.
Digital Micromirror Device (DMD): Precisely adjusts millions of tiny mirrors mounted on a microchip according to the video signal. This part is crucial in creating high image quality and resolution on projectors.
Triple Laser Technology: Fires lasers of the three primary colors of light — red, green and blue — to produce bright, sharp images. Contributes to brighter projections by reducing light loss in steps such as the color wheel.
Aspherical Mirror: Allows for ultra-short throw projection. Following numerous simulations, Samsung engineers came up with the optimal curvature and applied it to the new The Premiere projector.
▲ A simplified conceptualization of two major Digital Light Processing (DLP) beam projector types
“The remarkable thing about ultra-short throw projectors is their ability to create a large screen with minimal space between the device and wall,” said Shin, who led development for The Premiere. “The Premiere 9, for instance, creates a 100-inch screen with just 9.4 inches of space between the wall and device.”
▲ The Premiere 9 can project screens up to 130 inches. (Note: Screen sizes in column A measured diagonally, not vertically)
“Home cinema projectors are all about delivering the best possible screen experience within a given space.”
– Jonguk Shin, Visual Display Business, Samsung Electronics
Upgrading With a Focus on Lifestyle
Following a successful debut, the team wanted more. They were resolute in transforming The Premiere into a comprehensive lifestyle product with value extending beyond home cinema.
“Our goal was to offer a wider range of use for The Premiere users,” explained Jang, who led product planning for The Premiere.
▲ Customize your space and set the right mood by projecting photos, color effects, background scenes and themes on your wall with The Premiere.
Custom Ambient, one of the newly added features, allows users to freely edit photos and videos through the SmartThings app on their smartphone and project them onto the wall. Users can even place widgets like a real-time clock onto the wall for everyday décor or use an animated effect like waves to make a splash during a party.
“Custom Ambient draws inspiration from The Freestyle’s Ambient Mode which is frequently used to upload social media posts,” he continued. “With The Premiere, users can create their own personalized space, even when they’re not watching videos.”
▲ Jaeyoung Park discusses The Premiere’s new lifestyle features of The Premiere.
Now with Samsung Gaming Hub installed, the projector’s entertainment capabilities have been significantly enhanced. Users can enjoy games from the cloud on the big screen without connecting a PC or gaming console. Of course, there are also plenty of HDMI slots (three) for those who want to connect PCs or gaming consoles, too.
“I often play racing games with my kids at home, and The Premiere’s 100-inch screen is perfect for the four of us to play on via split-screen without feeling cramped,” said Park.
▲ There are notable aesthetic differences between the first (left in each picture) and new (right) versions of The Premiere. The 2024 version features a more compact front with a warmer shade of Kvadrat fabric to better match home décor.
When turned off, The Premiere can also function as a smart speaker.
“The Premiere 9 features a built-in 40W 2.2.2 channel up-firing speaker that delivers powerful sound,” he added. “The Premiere 9 features front-firing units like a soundbar along with ample space for audio to resonate for deeper, richer acoustics compared to other form factors. Bixby can help users to enjoy immersive audio without turning on the screen with voice commands to stream music or launch podcast apps.”
Brighter With Advanced Laser Technology
Unlike TVs in which users view light directly from the panel, projectors reflect light off the projection surface. As a result, the right components and software technology are necessary to achieving high image quality. Advanced laser technology also contributes to The Premiere’s large crystal-clear screen. The Premiere 9 utilizes triple laser technology, leveraging laser light sources from the three primary colors red, green and blue. In contrast, The Premiere 7 employs single laser technology with a blue light source, supporting a wider color gamut and higher color accuracy compared to lamp-based or LED projectors.
The Premiere 9 and The Premiere 7 deliver up to 154% and 100% of the DCI-P32 color gamut, respectively, and both models support HDR10+ to ensure crisp, vibrant images even in bright environments.
▲ The Premiere 9 features triple laser technology for brighter, sharper images.
Another key strength of The Premiere lineup is the abundant brightness offered.
“The Premiere 9 delivers a peak brightness of up to 3,450 ISO lumens3 with triple laser technology, while The Premiere 7 offers up to 2,500 ISO lumens with single laser technology,” said Shin. “The higher maximum brightness provides clearer picture quality and a more comfortable viewing experience compared to previous models. The laser light source also boasts a long lifespan and consumes less power than traditional lamp-based projectors. In other words, maintenance costs may actually be lower.”
Smarter, AI-Powered Home Cinema
Despite its numerous usability features, the essence of The Premiere remains centered on watching videos.
“In an internal survey of The Premiere users, 90% of respondents indicated that they purchased the device to watch movies,” said Jang.
“Samsung’s robust hardware and AI technology, long recognized as No. 1 in TVs, have enhanced the picture and sound quality of The Premiere.”
– Jaeyoung Park, Visual Display Business, Samsung Electronics
To deliver a premium home cinema experience, the developers focused on elevating picture and sound quality. Automation through AI technology was key. With 4K AI Upscaling, The Premiere delivers vibrant 4K resolution and significant improvements in picture quality. The Vision Booster leverages a light sensor to automatically detect and adjust ambient brightness in real time and calibrate color and contrast using an algorithm for optimal picture quality.
“The Premiere is smarter than ever before,” said Park. “Samsung’s robust hardware and AI technology, long recognized as No. 1 in TVs, have enhanced the picture and sound quality of The Premiere.”
▲ Jonguk Shin explains the advantages of ultra-short throw technology.
While Samsung has retained the acclaimed built-in speakers from The Premiere’s predecessor, the 2024 lineup has introduced a variety of new AI features for audio as well. In addition to Dolby Atmos technology, an essential for immersive movie-watching, several AI-driven sound technologies have been incorporated including:
Active Voice Amplifier (AVA) Pro, a feature that distinguishes voices from ambient noise and adjusts the voice volume accordingly. Object Tracking Sound (OTS), a feature that synchronizes sound with movements on screen. Adaptive Sound, a feature that automatically optimizes audio based on the surrounding environment.
Additionally, Q-Symphony allows users to connect wireless speakers for a more holistic listening experience.
▲ The Premiere projectors feature a minimalist, warm white design with rounded edges and a premium fabric finish from Kvadrat, a Danish textile design company that seamlessly blends in with any home decor. In the back, there is a Digital Audio Out (Optical) port and three HDMI ports, a LAN port as well as ex-Link and IR ports for better remote control
Transcending the Limits of Space for Immersion
What started as a movie projector for theaters, the modern projector has thrived due to its unique ability to transcend space — overcoming the physical constraints of screen size and location. Now, the advent of ultra-short throw technology has significantly mitigated the issues of space and passer-by shadows traditionally associated with beam projectors.
▲ Seonbin Jang describes the appeal of projectors.
As The Premiere continues to lead the way in the premium home projector market, what is next for this innovative device?
“Our goal is to seamlessly integrate projector screens to more spaces, such as walls and ceilings in homes,” said Park.
“The unique beauty of projectors is their ability to project beyond the physical confines of frame,” Jang reiterated. “In the future, we hope to evolve this into a spatial display that transcends the limitations of projection space — ultimately achieving a truly immersive screen experience, everywhere and anywhere.”
“Home cinema projectors are all about delivering the best possible screen experience within a given space,” concluded Shin. “We are committed to overcoming physical constraints to maximize the consumer experience.”
1 Mainstream & High-end Home Cinema category, excluding China, based on revenue. <Projector Reports> by PMA Research, March 2023
2 The Digital Cinema Initiatives (DCI) standard color gamut
3 Brightness level based on the International Organization for Standardization (ISO)
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By Samsung Newsroom
▲ Samsung’s stunning display solutions like The Wall and Transparent MICRO LED displays greeted visitors at the Samsung booth at InfoComm 2024.
Samsung Electronics once again proved its leadership in digital signage at InfoComm 2024, North America’s largest audiovisual trade show. This year, InfoComm was held in Las Vegas, Nevada from June 12-14.
One of the biggest at InfoComm, Samsung’s booth drew attention from visitors of all kinds with its nearly 8,800-square-foot presence — as The Wall’s alluring visuals and the Transparent MICRO LED screen, which debuted at CES earlier this year, highlighted the entrance.
Samsung Celebrates New Company Record With Accolade-Filled Event
At the show, Samsung set a new company record by winning 11 awards, showcasing the best in visual technology. Awards won include:
Samsung SmartThings Pro: Future Publications Installation’s Best of Show Samsung SmartThings Pro: Future Publications Sound & Video Contractor’s Best of Show Samsung SmartThings Pro: Future Publications IT Pro’s Best of Show Samsung SmartThings Pro: Commercial Integrator’s Best Digital Signage Software Samsung SmartThings Pro: Commercial Integrator’s Best Large Scale Control Systems Samsung Color E-Paper: Future Publications Digital Signage’s Best of Show Samsung Interactive Whiteboard (WAD series): Future Publications Tech & Learning’s Best of Show Samsung Interactive Whiteboard (WAD series): SCN Installation Product Award’s Most Innovative Videoconferencing Product Samsung VXT: Future Publications IT Pro’s Best of Show Samsung Display Configurator: Commercial Integrator’s Best Installation Tools & Testers Samsung: rAVe Reader’s Choice Favorite Display Brand
Samsung SmartThings Pro: Businesses of All Kinds Get Better Connectivity and Enhanced Intelligence
▲ Samsung SmartThings extends from the home into businesses with the debut of SmartThings Pro, providing seamless control of business devices.
Samsung unveiled SmartThings Pro for the first time — highlighting how a hyper-connected business can transform its operations with new levels of intelligence and device connectivity. Users can access an all-in-one dashboard to manage business operations and storefront systems including Smart Signage, air conditioning systems, appliances and lighting. Features like AI Energy Mode can reduce brightness based on motion, environmental brightness and content analysis.
The user-friendly dashboard provides AI analytics for connected devices, perfect for retail integration to see customer behavior data in stores. Meanwhile, hotels can take advantage of connected devices to enable automatic check-in and check-out, along with automatic lighting in each room based on TV content, to provide a personalized experience for every guest.
SmartThings Pro is easy to implement with existing operations through customizable Application Programming Interfaces (APIs).
In addition to showing off solutions like SmartThings Pro, Samsung highlighted products and services that can transform specific industries including education, retail, corporate environments and food and beverage.
Education: The Interactive Whiteboard Gets an AI-Powered Upgrade
▲ Classrooms get an AI-fueled upgrade with the new models of Samsung’s Interactive Whiteboard.
The Interactive Whiteboard brings AI to InfoComm as enhancements on the education product help teachers and administrators more efficiently keep their students’ learning flowing. AI analyzes on-screen content as well as voice transcriptions and provided educational materials to generate quizzes for students. It’s also easy to control with voice recognition technology, in partnership with Merlyn Mind.
“InfoComm is the perfect place to reveal the AI-fueled innovations that the Merlyn Mind and Samsung teams have brought to the Interactive Whiteboard WAD series,” said Levi Belnap, Chief Revenue Officer at Merlyn Mind. “The next era of interactive displays is on showcase at this event, and we’re proud to feel the excitement surrounding our collaboration efforts. The secure, voice-enabled AI elements support new, intuitive methods for teachers to facilitate instruction, and we believe the future is bright for AI-powered solutions to help solve long-standing challenges in education.”
These AI tools add even more functionality to the Google EDLA-certified display — which offers a more interactive classroom environment through services like Google Classroom and Google Drive or a robust suite of educational tools and apps available through Google Play.
Retail and Grocery: Color E-Paper Digitizes a Traditional Paper Experience
▲ Samsung Color E-Paper launches at InfoComm, offering a low-power alternative to traditional paper signage.
Samsung Color E-Paper debuted at InfoComm, providing an alternative to paper signage or larger signage without losing color or versatility. The easy-to-move, lightweight frame operates at 0.00W1 when showing static images. Full color images are displayed with groundbreaking E Ink Spectra 6 technology, bringing full color options and an advanced color imaging algorithm for enhanced performance. Its mobile app also makes it easy to update content quickly.
Control Center & Corporate Offices: See More With Transparent Screens and 21:9 Video Conferencing
▲ The Wall can become a huge canvas for control centers.
▲ The Transparent MICRO LED display allows for a comprehensive view of all screens at once, allowing for fast action based on current situations. The Wall is a huge canvas for control centers to see detailed information.
The right signage can make all the difference when it’s necessary to see information quickly and easily. Any corporate or government control room can be enhanced with Samsung’s easy-to-see and even easy-to-see-through displays.
The Transparent MICRO LED display unveiled at CES shows how control room users can see more at once. Meanwhile, The Wall provides a large, crystal-clear screen for viewing multiple setups for a simultaneous, multi-dimensional view into all operations.
▲ An entirely new 21:9 video conferencing screen ratio redefines what large-screen video conferencing can look like.
For corporate meetings, a new 21:9 ratio screen makes video conferencing more efficient. The expansive ratio makes it easier to see faces and screen-shared content at the same time. In partnership with Cisco Room Kit EQX, this larger screen ratio supports dual displays to deliver an ultra-immersive video conference system.
Food and Beverage: Signage Makes People Hungry With Vibrant Pictures
▲ The brightness and clarity of the QxC series in food and beverage establishments draw people in by making menu offerings look vibrant and appetizing.
Announced at last year’s InfoComm, the QxC series offers an easy and intuitive interface in various sizes and brightness options to make the most out of any space — especially restaurants and food retailers. Menu items feel more realistic thanks to 4K UHD resolution, and energy usage can be managed through automatic brightness adjustments based on surrounding light.
Recently, Samsung’s Smart Signage QH55C — part of the QxC series — became the first digital signage to be recognized by invidis Green Signage — Hall of Fame. Honoring sustainable digital signage products from display manufacturers around the world, the Green Signage — Hall of Fame selected the QH55C model for its energy-efficient features and impressive reduction of 168 listed carbon footprint metrics.
Samsung Uses Its Deep Expertise To Educate at InfoComm
▲ Alex Lee presents the Samsung VXT platform in a keynote on the Technology Innovation Stage at InfoComm.
Alex Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics, gave a keynote on the VXT platform at the Technology Innovation Stage. Highlighting the ease of use and streamlined operations in the content management system, he outlined the goals of VXT — to maximize screen value, democratize screenshare and deploy a native, cloud-based CMS platform.
▲ Samsung’s new PIRS partnerships allow for customized solutions across verticals in Samsung VXT, a comprehensive cloud-based CMS platform.
Samsung highlighted its PIRS partners (Pre-Integrated and Repeatable Solutions) that provide various micro-vertical solutions.
Idomoo creates videos in seconds and shares nearly real-time updates to video boards for highly customizable signage updates Seenspire brings real-time content services to VXT and allows businesses to provide dynamic and engaging content with just a few clicks Stingray, known for its extensive library of audio and visual content and services, enriches VXT with high-quality music, videos and multimedia content VXT Art provides access to a world of art with partners like The Van Gogh Museum, Saatchi Art, Tate, Lumas and Yellow Korner Wisar Digital bridges Point-Of-Sale (POS) systems to menu boards to make it easier to manage menu changes and communicate current menu offerings to customers
The installation and setup of signage is a critical step in making the most out of it, and Samsung showed its solutions that ease the burden on integrators and businesses.
Samsung Display Configurator creates a virtual installation simulation to streamline installation planning and facilitate precise customization. Samsung Signage Setup Assistant allows users to calibrate and arrange their displays through a mobile app, automating the process for multiple screens while offering remote device control.
▲ Samsung’s 10,000-square-foot display greeted visitors to InfoComm 2024 in the West Hall of the Las Vegas Convention Center.
InfoComm is an exciting time every year. As industry experts filled the Las Vegas Convention Center’s West Hall, they were greeted by a massive 10,000-square-foot Samsung LED wall. Samsung wayfinder displays and directional signage helped attendees navigate the expansive exhibition space.
▲ Samsung set a new company record with 11 awards at InfoComm, including the rAVe Reader’s Choice Favorite Display Brand.
This year, Samsung once again proved its position as an industry leader. The company will continue to create solutions that take inspiration from the past to open new opportunities for businesses through innovative signage in the future.
1 The power measurement is based on IEC 62301 standards. According to the standards, the value is rounded to the second decimal place, and the average power below 0.005W is indicated as 0.00W.
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