From the 'origin of quantum dots' to the future vision, visualized through media art
Experience a whole new dimension of UHD, ranging from SUHD TVs to premium AV.

Samsung Electronics will unveil products and solutions that bring about consumer innovation and present a new paradigm through 'Rethink' at the IFA 2016 exhibition held in Berlin, Germany from September 2 to 7.

Samsung Electronics is participating in 'CityCube Berlin,' which is used as a standalone exhibition hall, with a size of 8,730 square meters (approximately 2,640 pyeong), the same as last year.

A 'Changing Perspectives' zone has been set up in the center of the exhibition hall to introduce innovative products that provide convenience to consumers' daily lives and lead a paradigm shift in the industry.

In the 'Changing Perspectives' zone, the following are introduced: the Quantum Dot SUHD TV, which utilizes quantum dot technology to allow users to enjoy bright and vivid colors even in bright environments like living rooms; the Serif TV, which presents the concept of a 'furniture TV' belonging to the furniture and lifestyle sectors rather than being a simple electronic device; the Family Hub, which provides various functions as the center of family life in addition to the functions of a conventional refrigerator; the AddWash, which saves time and energy by reducing the number of washes through the ability to easily add laundry or fabric softener during the wash cycle; and the Galaxy Note 7, a symbol of innovation that combined smartphones, tablets, and pens to lead to popularization.
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At the entrance of the exhibition hall, a Quantum Dot Gallery is set up with 45 78-inch and 65-inch Quantum Dot SUHD TVs, and media art themed 'The Origin of Quantum Dot' is presented together with four emerging media artists active in Germany.

Through a massive media art piece that combines music, video, sculpture, and lighting using over 9,000 stained glass pieces along with a Quantum Dot SUHD TV, the 1,000-nit screen brightness and unchanging color expression of the Quantum Dot SUHD TV were visualized.

It presents the future direction of TV technology, which has evolved alongside the advancement of display technology from CRT through LCD, PDP, and OLED to Quantum Dot technology, and introduces the future vision of Quantum Dot technology that can be utilized in the development of various industries. In addition, an experience zone has been prepared where visitors can directly experience the principles of Quantum Dots, their durability for displaying bright and vivid colors for a long time, color accuracy, and future technologies utilizing Quantum Dots.

Samsung Electronics has arranged for visitors to directly experience various services through Smart TVs, including the Quantum Dot SUHD TV lineup.

At this IFA, the 'TV Plus' service, which is scheduled to launch in the U.S. in the upcoming fourth quarter, will be unveiled in advance. The TV Plus service has already gained significant popularity after launching in Korea, Thailand, Vietnam, and other regions. Additionally, HDR movies from 20th Century Fox and Warner Bros., as well as HDR streaming services from Netflix and Amazon, will be introduced, along with new HDR services launched in Europe this year, such as Infinity and Insight TV.

Without a separate game console, like GameFly You can also enjoy services that allow you to play high-definition streaming games. Along with SUHD TVs that provide the best picture quality, Samsung Electronics is also unveiling new AV products, such as soundbars that complete the AV experience.

You can experience a realistic and moving harmony of sound and video through the Dolby Atmos-enabled soundbar (HW-K950) and 4K UHD Blu-ray player. It is also possible to enjoy music from mobile devices directly on the soundbar at the exhibition hall using the newly launched 'Samsung Multi-room Audio App'.

Evolving Home Appliances Unveiled

Samsung Electronics is introducing a full lineup of upgraded 'Family Hub', 'AddWash', and built-in appliances tailored to the characteristics of European consumers.

Samsung’s ‘Family Hub,’ which has gained sensational popularity and interest by winning various awards since its launch in Korea and the U.S., was unveiled at IFA 2016 with the addition of a new 2-door BMF (Bottom-Mounted Freezer) type featuring a top refrigerator and bottom freezer configuration specialized for the European region.

It features a 21.5-inch touchscreen on the exterior of the refrigerator compartment and three cameras inside, allowing you to check stored food anytime, anywhere via the screen as well as a smartphone. Samsung's 'Family Hub' transforms the kitchen from a space solely for eating and cooking into a central hub for family life through communication, entertainment, and smart home features, in addition to food storage.


Furthermore, it is continuously evolving by conducting monthly content upgrades based on consumer needs and smart trends, and Europe-specific content includes 'Eataly', 'Whisk', 'Chefkoch', and 'Supermarketo24', which allow for purchasing ingredients linked to recipes.Applications such as 'rmercato24' and 'coop@home' are scheduled to be installed.

Samsung Electronics also unveiled the 'AddWash Combo,' which enhances consumer convenience by combining washing and drying functions in a single unit, and the 'AddWash Slim,' which features a slimmer design while maintaining the same capacity to suit the household structures of major European cities. Samsung's 'AddWash' is an innovative product that is the world's first to feature an 'AddWindow,' a small window located at the top of the drum washing machine door, allowing users to easily add laundry even in the middle of a wash cycle.

The Note returns to Europe, the Galaxy Note 7, and the Gear S3 smartwatch.

Samsung Electronics, which has led the large-screen smartphone market by creating the 'phablet' category in 2011, is reintroducing the Note series to the European market with the 'Galaxy Note 7'. The 'Galaxy Note 7' offers optimal security and convenience through the 'iris recognition' feature, which is being featured for the first time in a Samsung smartphone.

In particular, through 'Samsung Pass,' which utilizes the 'iris recognition' feature, users can log in to various websites and use mobile banking services more easily and securely. In 'Samsung Pay,' users will also be able to authenticate their identity and make payments using their iris, in addition to the fingerprints that have been available until now.

Both the 'Galaxy Note 7' and the 'S Pen' are equipped with IP68 water and dust resistance, and with the 'S Pen' translation function, if you place the 'S Pen' over a foreign language wordYou can quickly translate into your desired language. Samsung Electronics is introducing two models of its smartwatch, the 'Samsung Gear S3', called 'Frontier' and 'Classic', to lead the paradigm shift in the wearable market and further strengthen its leadership.

The Samsung Gear S3 can measure various fitness activities using GPS and supports LTE communication in addition to Bluetooth, allowing for calls and streaming music. Furthermore, the Samsung Gear S3 is equipped with Samsung Pay, which supports both NFC (Near Field Communication) and MST (Magnetic Secure Transmission), enabling easy mobile payments anytime, anywhere.

In addition, it provides visitors with new mobile experiences through 4D experiences utilizing Gear VR and various new products such as the Gear 360, Gear Fit 2, and Icon X.