Where Digital meets Luxury
Samsung paves the way for ‘Phygital’ experiences through its luxury technology
‘Phygital’ – it’s a buzzword that has dominated the retail market in recent years but one that could equally be used to describe anything crossing the divide between the physical and digital. We now have the technology to make almost anything possible, but it seems the wider the choices of products on o er, the more discerning we become. Increasingly, we value experiences more than possessions, and nowhere is this more manifest than in the luxury market, where consumers are increasingly seeking a bespoke experience, whether this be customised products or a truly innovative experience. Our desire for individuality and creativity has never been greater. Enter, electronics giant, Samsung, who has thrown down the gauntlet by creating a wider portfolio of luxury technology. If you’re looking for a cool experience that is not only innovative but totally bespoke to your own requirements, there is, quite simply, nothing like it.
Samsung’s QLED 8K TV, for example, is an experience in itself and marks a stunning new era of 8K on the ultimate TV. Whatever or whenever you’re viewing, you’ll see every detail in flawless 8K on the edge-to-edge Infinity Screen. Thanks to AI upscaling, you can watch movies, sports, TV shows and more in 8K – even if they were not filmed that way. With 3D audio firing across the four sides of your screen and AI sound adjusting volume levels to the acoustics in your room, you’ll be fully immersed in every moment. All this skilfully presented as a sleek TV mounting flush against the wall and connecting without annoying cables getting in the way. This is pure viewing at its best, and with its elegant design, it is befitting of even the most luxurious of environments. Alternatively, the Premiere lets you bring the glory of the cinema into the comfort of your home. Samsung’s new 4K triple laser premium projector, with cutting edge triple laser light source, delivers a dramatic home cinema viewing experience that is just like being in a theatre. Wherever you sit, the brilliantly bright, 130” screen provides breath-taking detail in incredible contrast and true-to-life colours. No matter the time of day, you’ll witness the true beauty of a sunlit scene in pinsharp clarity. With the world’s first HDR10+ certified projector, every frame is optimised to perfection. Audio is taken to a new level of immersion with 4.2ch sound and Accoustic Beam technology. Engineered to sit close to the wall, The Premiere lets you make the most of your space. Sleek and compact by design, it blends superbly with your home. The best of home entertainment, simply refined.
But when does a TV stop being a TV? Introducing Samsung’s The Wall. The Wall lets you decide the size and shape of your screen and becomes the defining feature of any space it occupies. The result is other worldly, a hyper-real digital surface for TV, art and interactive experiences, capable of transforming an entire room. And it needn’t be limited to a cinema room setting – free your mind of all preconceived ideas and let your imagination wander.
In times where our travel is so restricted, Samsung’s The Wall allows you to move fluidly from the digital realm to the physical, all at the touch of a button. The Wall allows you to pick a backdrop to transport yourself to any imaginable location; you could be sitting at the foothills of the Himalayas for your morning meditation ritual or looking out across beautiful rice fields in Bali; set out on a long-distance bike ride across the lavender coloured fields of the South of France or be right in the heart of the action at 2021’s Summer Olympics in Tokyo. Visualise your home’s staircase with an LED backdrop transporting you to a lush rainforest, or your lower ground floor, where the walls and ceilings come alive to create an underwater experience. Sit back in your dining room and observe the living artwork – one minute the entrance to a 15th-century wine cellar, the next a Picasso.
“The early adopters of The Wall surprised us,” says Sarah Irish of Samsung Electronics UK. “What we have found is that these displays are no longer seen as just TVs. Owners are treating their installations as pieces of art that complement the aesthetics of their living space and integrate with their own preferences, including their art collections. The most luxurious homes demand the ultimate display solutions.”
As Sarah says, “Why have a large black rectangle on the wall or go to the trouble of concealing a screen when that is no longer the only option? Early mornings can be spent on an exercise bike with a jaw-dropping landscape as a backdrop, youngsters can spend rainy afternoons immersed in the latest games console, and in the evenings the same backdrop transforms to a piece of digital art created by your favourite artist.”
Built by design
Aside from its market-leading technology, the beauty of The Wall is that it is built exclusively for each owner, truly personalised and bespoke to their requirements. Available from 75” inches to an unashamed 292” (that’s a whopping 24 feet or 7.3 metres!), it is customisable to suit most shapes or designs.
A standard configuration consists of 16 panels (also known as micro-tile technology), each joining seamlessly to form a 146” display, but its size, shape and ratio can be customised to suit all spatial and aesthetic needs. It’s easy to install, and even easier to maintain. It’s even been optimised for a marine setting, with additional features hidden within the structure to counteract vibrations commonly felt when underway, thereby guaranteeing the smoothest possible viewing experience.
With an expected service life of 100,000 hours, The Wall is built for continuous use, 24 hours a day. Unlike a projector or standard TV, it is designed to never be switched off, so in literal terms, if in constant use, it has a minimum 10-year shelf life. But The Wall doesn’t just satisfy owners’ requirements and engineers’ enthusiasm for state-of-the-art technology. Samsung is far smarter than that. The Wall has also been configured with interior designer of the most luxurious homes in mind, not to mention the strict weight criteria of a shipyard if installed on a yacht. Starting from a sleek 30mm in depth, it sits flush in any setting, providing a discreet, bespoke build that lends an awe-inspiring edge to any space. Little wonder it’s proving to be so popular with designers, stylists and architects looking for cohesive solutions to fit their artistic vision. Chameleon in character, The Wall can even ‘disappear’. When not in use it defaults to ambient mode, mimicking the colour and texture of its surroundings or transmuting into high-definition artwork. “Working in collaboration with specialised custom integrators who can configure The Wall exactly to your wishes, Samsung relies on this select group to achieve the full scope of the product and deliver the very best service,” explains Sarah Irish. “This is how you create a ‘multi-purpose’ luxury entertainment space alongside sound, lighting and bespoke control systems. To ensure this installation is as flawless as the product we provide, these integrators undergo specialist certified training.’’
On the big screen
Although not limited to a home cinema setting, on this front The Wall doesn’t just deliver, it blows all other screens out of the water. It uses Ultra Chroma Technology to bring detail to life through vibrant superior colour quality, natural tones and depth of picture unrivalled by conventional LED screens.
And thanks to an astonishing 100Hz video rate, it’s ideal for viewing fast-moving sports, such as Grand Prix racing and MotoGP. So, live football matches? Check. Afternoon family movies? Check. An all-day kaleidoscopic party? All-nighter gaming sessions? Check. Whatever floats your boat. The trend today in luxury interior design focuses heavily on an abundance of glass with floor-to-ceiling windows to give uninterrupted sight lines and allow natural sunlight to flood the interior. Under normal circumstances, on a sunny day this means ‘game over’ for screens. Not so with The Wall. It is unparalleled in its visuals because it combines an exceptionally black base with specialised inbuilt Black Seal Technology which reflects sunlight, protects the screen from dust and damage, and makes black tones appear blacker than black. As a result, there is no need to create a darkened space for the best experience. The image is of the highest quality even in sunlight.
Unparalleled viewing The Wall invokes a term as yet unfamiliar with the broader TV-buying audience: MicroLED. But like most things worth having, you have to see it to believe it. As Sarah Irish explains, “The Wall offers the ultimate luxury experience along with the highest quality image, optimised brightness and contrast, all in a sleek design which complements the luxury aesthetic. But it needs to be seen to be truly appreciated,” Samsung is committed to making that experience possible, which is why we have appointment-only viewing spaces available in London, Milan and Monaco, and are on hand to welcome clients who wish to take their interior design and viewing capability to the next level.”
The Wall invokes a term as yet unfamiliar with the broader TV-buying audience: MicroLED. But like most things worth having, you have to see it to believe it. As Sarah Irish explains, “The Wall offers the ultimate luxury experience along with the highest quality image, optimised brightness and contrast, all in a sleek design which complements the luxury aesthetic. But it needs to be seen to be truly appreciated,” Samsung is committed to making that experience possible, which is why we have appointment-only viewing spaces available in London, Milan and Monaco, and are on hand to welcome clients who wish to take their interior design and viewing capability to the next level.”
With its array of sophisticated display products offering a fully immersive digital art experience, Samsung has now attracted the interest of the art world. At the recent START art exhibition held at London’s iconic Saatchi Gallery in October, which brought together the best in global contemporary art, Samsung’s technology, including The Wall and the impeccably stylish Frame and Serif TVs, allowed visitors to enjoy a truly immersive art experience. These ground-breaking digital canvas displays further closed the gap between traditional contemporary art and technology. “As technology evolves, the art world is embracing digital innovations with revolutionary effects” explained Damon Crowhurst, Head of Display at Samsung UK. “Art is, by nature, a very visual experience and display technology has the power to offer viewers even greater immersion. By supporting the START exhibition, Samsung truly showed how technology has the ability to enhance art and expand its global reach in the future.”
Samsung has set the benchmark for future innovation and is proudly paving the way as the ultimate technology brand, pioneering in its field and leading by example. It boasts a wide range of products from TVs, smartphones, wearable devices, tablets, cameras, digital appliances, medical equipment, network systems, and semiconductor and LED solutions. Connecting devices and having a great user experience has never been so easy. With the motivation to develop technology, Samsung is forever striving to bring game changers to the table. For further information on Samsung’s The Wall and other luxury technology products, or to book an appointment at Samsung’s Experience Centre, contact:
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