[Report] "Like Visiting an Art Museum" Samsung Neo QLED TV First Physical Reveal

CES Innovation Award-Winning Product Unveiled in New York
Dozens of Foreign Media Praise the Picture Quality
Brooklyn Bridge Night Sky Reflected on 110-Inch Micro LED TV Appears Within Reach
Product Unveiling Praised for Perfect COVID-19 Safety Measures

[Asia Economy New York=Correspondents Baek Jong-min and Lee Dong-woo] The experience center ‘Samsung 837’ located in Manhattan, New York, which had been firmly closed since March last year, cautiously opened its doors briefly. This was to introduce the CES 2021 Innovation Award-winning products. Overseas media praised the picture quality of the NeoQLED TV, which was unveiled here for the first time worldwide in physical form.

An employee of Samsung Electronics North America is explaining the Neo QLED 8K TV. The Neo QLED 8K TV was unveiled in person for the first time this time. (Photo by Baek Jongmin, New York correspondent)

Samsung, amid the COVID-19 pandemic, was the only participating company at CES 2021 conducting online events that allowed domestic and international media to experience its product innovations through this venue.

◆Like seeing a world-class masterpiece in person=On the 8th, Samsung 837 allowed only six journalists every two hours. Compared to the past when about 1,000 visitors per day could experience Samsung products, this was an extremely limited opportunity. It was not a large-scale exhibition either. Although the space has first and second floors and a basement, only TVs, Chromebooks, refrigerators, washing machines, and robot vacuum cleaners were placed on the first floor. Nevertheless, dozens of local media outlets visited to examine the products firsthand.

Among the displayed products, the ‘NeoQLED’ TV stood out the most. The 85-inch NeoQLED 8K TV showed clear and excellent color expression. According to Samsung, the LEDs (light-emitting diodes) used in NeoQLED are only 1/40th the size of previous ones. Because the elements are smaller, more LEDs are used, enabling precise control. The TV’s backlight can be adjusted in 4,096 steps, allowing very detailed expression of differences in both bright and dark colors. John Bayruk, who explained the TV, introduced, "The NeoQLED TV supports 8K high-definition video but also optimizes lower-resolution videos to 4K or 8K levels."

Samsung TVs were capable of reproducing world-renowned paintings. Monet’s impressionist work ‘Water Lilies’ displayed on the TV gave the illusion of viewing the original piece hanging at the nearby Museum of Modern Art (MoMA) in New York.

Overseas media praised it as a great opportunity to experience real products while complying with quarantine rules amid the COVID-19 pandemic. CNN reported, "Samsung has evolved QLED one step further with NeoQLED." IT specialist media CNET said, "NeoQLED offers not only picture quality but also a thinner thickness, bezel, and various new convenience features," adding, "It was especially good to have the chance to see this."

The 110-inch Micro LED TV exhibited alongside boasted picture quality on a different level compared to NeoQLED. In videos filmed in New York, stars shone as clearly as ‘crystals,’ and the night sky was pure ‘darkness.’ The view of the Brooklyn Bridge, a New York landmark, seemed almost within reach. Samsung explained that the TV’s picture quality cannot be accurately conveyed through photos.

A Samsung Electronics employee is explaining the Bespoke refrigerator. (Photo by Baek Jong-min, New York correspondent)

◆Samsung "Targeting North America with customized appliances"=Refrigerators and washing machines, whose sales surged as people spent more time at home during the COVID-19 situation, were also on display. Samsung unveiled the Bespoke water purifier, Family Hub refrigerator, and JetBot AI robot vacuum cleaner here for the first time.

Adam Kuhn, in charge of home appliances, introduced the Family Hub refrigerator, explaining, "You can listen to streaming music through the refrigerator and check what food is inside without opening the door." IT specialist media Engadget commented, "It’s the first time I saw a refrigerator and thought I wanted to have it, not a TV or IT device."

Samsung Electronics officially declared its entry into the North American market for lifestyle-customized appliances through CES. Samsung plans to launch the customized Bespoke refrigerator and Grande AI washing machine and dryer in the U.S. in March. The Bespoke refrigerator accounted for more than 60% of Samsung Electronics’ domestic refrigerator sales last year. The under-sink type direct water Bespoke water purifier, which improves space efficiency, will arrive in the U.S. market in the first half of the year and will be released domestically in the first quarter.

Samsung Electronics explained that it will strengthen the Bespoke lineup starting with the largest appliance market, the U.S., and expand the global appliance market to Canada, Europe, and beyond.

This content was produced with the assistance of AI translation services.