[IFA2022] Samsung 'SmartThings', a Platform Connecting 20 Lifestyle Aspects Including Health and Games

The Industry's Largest Exhibition and Consultation Space... Connecting Over 100 Devices from Various Brands
Premium Screens from Micro LED to Odyssey Arc Showcase Presence
Taking on 'Bespoke Home' and 'Infinity' Challenges in Europe, the Built-in Home of Innovation

At Samsung Town in City Cube Berlin, located at Messe Berlin where Europe's largest electronics exhibition 'IFA 2022' is held, a Samsung Electronics model is introducing the exhibition theme "Experience SmartThings Life" through a large LED (light-emitting diode) display at the entrance of the exhibition hall. (Photo by Samsung Electronics)

[Berlin (Germany) = Asia Economy Reporter Moon Chaeseok] Samsung Electronics announced on the 1st that it will showcase 'SmartThings,' a home appliance platform connecting over 20 lifestyle aspects including health, gaming, and pet care, at Europe's largest electronics exhibition, IFA 2022. It will demonstrate its technological presence in the display sector with Micro LED (light-emitting diode) and more. Samsung is challenging the European market, known as the 'home of built-in appliances,' through products like 'Bespoke Home' and 'Infinity.'

Samsung Electronics stated that from the 2nd (local time) to the 6th, at IFA 2022 held in Berlin, Germany, it will provide new experiences to future consumers through 'sustainable technology.' According to Samsung, the 'City Cube Berlin' pavilion inside Messe Berlin, the IFA 2022 exhibition hall, spans 10,072 square meters (approximately 3,050 pyeong), making it the largest in the industry. Samsung is participating under the themes 'Do the SmartThings (Experience the SmartThings Life)' and 'Everyday Sustainability.'

At the entrance of the Samsung Electronics exhibition hall, called 'Samsung Town,' a large LED screen tunnel is installed to captivate visitors' attention. Samsung Town exhibits the latest products centered around the SmartThings Life and Sustainability zones, including video displays, home appliances, mobile devices, and memory products.

A Samsung Electronics model is introducing the SmartThings Experience Zone at 'Samsung Town' in City Cube Berlin. (Photo by Samsung Electronics)

The highlight of Samsung Town is the 'SmartThings Home,' designed as seven residential spaces. The over 20 lifestyle scenarios showcased here include ▲'Bedroom,' introducing customized modes according to lifestyle ▲'Home Office,' presenting an efficient remote work environment ▲'Living Room,' supporting various indoor activities such as movie watching, gaming, and pet care ▲'Home Gym,' themed on home training ▲'Kitchen & Laundry Room,' efficiently supporting cooking and clothing care. Visitors can also experience the 'SmartThings Ecosystem,' which connects over 100 smart devices including solar panels, electric vehicle chargers, lighting, blinds, and speakers. It is essentially an expanded version of SmartThings.

At City Cube Berlin's 'Samsung Town,' a Samsung Electronics model is introducing the Net Zero Home concept, which produces and manages energy environmentally through SmartThings at the SmartThings Experience Zone. (Photo by Samsung Electronics)

Samsung also introduces the eco-friendly residential concept 'Net Zero Home.' The Net Zero Home is a concept where energy is produced and stored at home using solar panels and home batteries, and carbon emissions are reduced by optimizing the power consumption of home appliances and various devices based on the SmartThings Energy service.

A 'SmartThings Playground' is also set up for visitors to directly experience popular areas. By linking various products with SmartThings, visitors can enjoy ▲sports experiences such as golf and tennis ▲missions to achieve zero energy consumption at home ▲games using the latest gaming monitors and Neo QLED 8K TVs.

Samsung introduces ten major eco-friendly efforts dividing the product lifecycle into manufacturing, distribution, use, and disposal stages, including Galaxy Upcycling. Exhibits include the Samsung Global Goals app and Global Goals strap for the Galaxy Watch5 series, developed in partnership with the United Nations Development Programme (UNDP), and a bespoke washing machine developed in collaboration with the global eco-friendly outdoor brand Patagonia that reduces microplastic emissions. These demonstrate open collaboration cases.

In line with the 'value consumption' trend emphasized by the MZ generation, a key future market customer group, Samsung newly introduces the high-quality eco-friendly accessory collection 'Eco Friends.' All Eco Friends products use eco-friendly materials such as recycled plastics containing at least 40% PCM. Five editions favored by the MZ generation are showcased: Future Gen, R2-D2™, The Simpsons, Vegan Tiger, and Pok?mon.

At City Cube Berlin's 'Samsung Town,' a Samsung Electronics model is showcasing the Micro LED in the video display exhibition zone. (Photo by Samsung Electronics)

In the display sector, Samsung presents ultra-high-definition TVs such as Micro LED and Neo QLED, which represent the 'pinnacle of technology,' along with various gaming screens including the Odyssey Ark. The 2022 Micro LED lineup exhibits products in various sizes, from the new 114-inch to 76-inch models.

Samsung's Neo QLED 8K lineup, which has led the global TV market for 16 consecutive years, is also displayed in diverse models. Featuring the AI picture engine 'Quantum Processor 8K AI' and 'Neo Quantum Matrix Pro' technology that converts any input image quality to 8K level, it highlights the ability to enjoy all content such as live broadcasts, streaming, and mobile mirroring vividly. The recently released Neo QLED 4K 98-inch model is also exhibited.

A large number of gaming screens centered on the Odyssey Ark are displayed. The Odyssey Ark is a 55-inch gaming screen with a 1000R curvature, supporting 4K resolution, a 165Hz high refresh rate, and a fast 1ms GTG response time, delivering top gaming performance among large screens. It introduces new form factors such as the vertical 'Cockpit Mode' and an innovative interface that allows users to adjust the screen size and ratio as desired within the screen.

Additionally, Samsung emphasizes the gaming experience through the 'Samsung Gaming Hub,' a streaming game platform service installed on 2022 smart TVs and smart monitors. Users can easily enjoy cloud gaming without connecting separate devices or allocating download and storage space.

To target Europe, the 'home of built-in appliances,' Samsung showcases 'Bespoke Home.' Reflecting European consumers' preferences, kitchen packages are composed of refrigerators, induction cooktops, dishwashers, ovens, and more. The lineup includes the new 'Bespoke Oven' with enhanced AI-based cooking functions. The 'Bespoke Infinite Line,' launched domestically in February and well-received in the premium market, is also exhibited.

At City Cube Berlin's 'Samsung Town,' a Samsung Electronics model is introducing the 'Sustainable Home' in the home appliances exhibition zone. (Photo by Samsung Electronics)

At IFA, Samsung sets up a separate 'Sustainable Home' zone to emphasize its eco-friendly home appliance leadership. This area exhibits high-efficiency eco-friendly products that can reduce energy consumption by an additional 10% beyond the highest energy efficiency rating in the European market. Washing machines developed in collaboration with the global eco-friendly clothing brand Patagonia, which reduce microplastic emissions during washing by up to 54%, are also introduced.

Visitors can experience the latest products unveiled at the August Unpacked event, including Galaxy Z Flip4, Z Fold4, Watch5, Watch5 Pro, and Buds2 Pro. Various experience spaces are prepared, such as ▲'FlexCam' utilizing the foldable display and camera of Galaxy Z Flip4 ▲'Bespoke Edition,' allowing consumers to select and combine front and rear colors and frames of Galaxy Z Flip4 ▲multitasking functions of Galaxy Z Fold4 ▲a music listening room to experience the Hi-Fi sound of Buds2 Pro ▲outdoor activities to try Galaxy Watch5 and Watch5 Pro. At the exhibition entrance, visitors can also experience the reliability test zone where they can directly see the durability of Samsung foldable smartphones and learn about the security platform 'Samsung Knox' for privacy protection.

At City Cube Berlin's 'Samsung Town,' a Samsung Electronics model is showcasing the 990 PRO, a high-performance SSD (Solid State Drive) in the DS (Semiconductor) exhibition zone. (Photo by Samsung Electronics)

Samsung showcases next-generation consumer storage products such as internal and external SSDs (solid-state drives), memory cards, and UFDs (USB Flash Drives). In particular, the internal SSD new product '990 PRO,' scheduled for release next month, is equipped with Samsung's latest V-NAND technology and a new controller, securing industry-leading performance. Compared to previous products, it improves random write speed by 55% and random read speed by 40%. It provides an optimal solution for high-speed data processing environments requiring high-performance graphic games and 4K/8K high-definition videos.

The external SSD 'T7' series, which meets diverse consumer needs for various external work environments, is also exhibited. The 'T7,' boasting speeds up to 9.5 times faster than external HDD products, includes a three-model lineup: 'T7 Shield,' which has IP65-rated water and dust resistance and strong durability against drops from 3 meters; and 'T7 Touch,' which enhances security with fingerprint recognition.

At City Cube Berlin's 'Samsung Town,' a Samsung Electronics model is showcasing a video containing Samsung Electronics' message supporting the bid for the 2030 Busan World Expo on a 17-meter large LED screen. (Photo by Samsung Electronics)

Meanwhile, Samsung Electronics uses a 17-meter-wide large screen located at the center of the IFA exhibition space to screen promotional videos for the bid to host the '2030 Busan World Expo.' During the IFA exhibition period, brochures promoting the Expo will be distributed at the exhibition entrance to encourage support for Busan's Expo bid.

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