When it comes to bigger, better and superior, Samsung is no stranger to technological advancements over the years. The electronics giant has commanded a strong presence in the scene long before its smartphone days, with memory chips and liquid-crystal display (LCD) panels paving the way for its growth.
As the company continues to diversify and expand its smart home and Internet of Things (IoT) ecosystem, there’s no forgetting its roots. The 2024 TV lineup builds on existing expertise to upgrade the viewing experience, including improved glare-free OLED tech and image upscaling, as well as more intuitive AI capabilities.
These new offerings took centrestage during a closed-door event held in Bangkok, Thailand. Announced at CES 2024, the NQ A1 Gen 3 processor serves as the main driver here, carrying nifty features in tow. The AI Motion Enhancer Pro, for instance, sharpens and smooths out the motion of objects and text – demonstrated on the NEO QLED 8K range – while the AI Auto Game Mode automatically detects different scenarios and optimises them for gameplay.
More notably, the anti-reflective screen finish now reduces more light reflection, boasting increased immersion without affecting colour or viewing angle. It’s a step up from an already impressive innovation, but the showstopper inadvertently ends up being the Samsung Music Frame, a customisable speaker that doubles up as a modern picture frame for art or photography displays. Two woofers, two tweeters, and two mid-range drivers prove sufficient to get the job done.
In the pursuit of present and future excellence, however, it’s always important to honour the achievements made along the way. Part of the chaebol’s legacy is immortalised in the Samsung Regional Display Showroom in Bangkok, Thailand – the only space of its kind in Southeast Asia.
Stepping in reveals different zones. The first focuses on retail offerings, lining the walls with QLED 8K signages in their 8K AI upscaling glory, and crystal UHD displays in four sizes: 55, 65, 75, and 85 inches. Bright lifestyle visuals flip to the next, culminating into an animated block of text that runs across them.
The hotel TV models and interactive screens make up the hospitality section, with the latter demonstrating its responsive and fluid properties through a colour palette selection tool. Meanwhile, the control room lineup presents a video wall, where thin-bezel panels of 3.5mm and 0.8mm are pieced together to form a giant display.
Elsewhere, the Samsung Flip digital whiteboard commands attention. As part of the ecosystem, it boasts compatibility with various Samsung devices, supporting mobile, PC, USB, Internet, and Samsung Workspace import options. An accompanying stylus makes it easy to write or scribble on the surface, while a simple palm wipe erases all traces of them.
Double-sided window displays and a Samsung Odyssey curved gaming monitor setup await past it, leading into an area that features multiple large-scale wall displays, including one tacked on to the ceiling. The biggest standout here though, is housed inside a standalone room – known as The Wall, this 146-inch microLED display is a seamless canvas of immersion that delivers lively, true-to-life imagery, purer black levels, smooth, sharp visuals, simplified assembly, and more. Undeniably dressed to impress, it retailed for US$500,000 at launch, and continues to command the spotlight with its sheer size and performance.
Seeing is indeed believing when it comes to display solutions, and the Samsung Regional Display Showroom demonstrates just that. It isn’t open to the public, but one doesn’t need to swing by to know how far the company has come, with its expertise spanning both consumer products like gaming monitors to niche industry offerings. Above all, the space dishes out the reminder that Samsung’s display solutions are more commonplace than expected, further reinforcing its push for versatility and all-roundedness.
Si Jia is a casual geek at heart – or as casual as someone with Sephiroth’s theme on her Spotify playlist can get. A fan of movies, games, and Japanese culture, Si Jia’s greatest weakness is the Steam Summer Sale. Or any Steam sale, really.
Trinity Sun
