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[Sponsored Report] Lifestyle range offers more than just your regular TV

Oct 19,2019
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Clockwise from left: Visitors look at Samsung QLED 8K TVs at Samsung’s booth at IFA 2019 in Berlin; The newly opened The Wall Showcase features the 146-inch The Wall Luxury display partnered with Steinway Lyngdorf’s Model O sound system; Samsung’s Cosmoscow 2019 exhibition space introduces the The Frame and The Serif, two of Samsung’s lifestyle TVs. [SAMSUNG ELECTRONICS]
Samsung Electronics showed off its huge microLED display, The Wall Luxury, at Paris Fashion Week in Paris on Sept. 23.

On the first day of Paris Fashion Week, Samsung Electronics partnered with luxury Italian brand Colombo Via Della Spiga to introduce the new display and the designer’s latest lineup at the five-star Hôtel Ritz Paris.

Samsung’s The Wall Luxury uses microLED technology, a large modular display with a bezel-less infinity design that is just 29.9 millimeters (1.2 inches) thick. With its incredible display, thin profile and beautiful design, The Wall Luxury is the perfect solution for a high-end home cinema.

Samsung Electronics is continuing its series of events to show off The Wall lineup, with its first event in Korea opening on Sept. 30.

The Wall Luxury ODEPort is the third experience zone established in Gangnam District, southern Seoul, after the Samsung brand flagship store at Harrods and Samsung KX at King’s Cross, both of which are in London.

Samsung Electronics is collaborating with ODE, a high-end audio company, to produce the experience zone.

ODE is a sound platform company that not only handles sales and distribution, but also provides a total solution for places where music is needed.

High-end audio makers such as Steinway Lyngdorf from Denmark, Burmester from Germany, Devialet from France and 15 other brands with cutting-edge technology and design are available exclusively through ODE in Korea.

The Wall Showcase is a chance to see the most luxurious packages combining Samsung Electronics top displays with the world’s best audio, like the 146-inch The Wall Luxury display combined with Steinway Lyngdorf’s Model O sound system.

The showcase is run on a one-on-one reservation system, providing fully personalized product consulting, experience, purchasing, installation and a customer-friendly concierge system which suit the luxurious product image.

Samsung Electronics aims to provide a new type of visual experience and services through the showcase, starting its sales domestically before rolling out similar events globally.

“High-end audio consumers do not just care about the sound system itself, but also show vast interest in displays as well. The Wall, which is the best display in the world, is able to give a pleasurable visual experience along with diverse audio systems,” said an official from ODE.

Along with The Wall showcase, Samsung Electronics is also showing off The Frame which displays paintings when it is not in use as a TV.

The State Hermitage Museum in St. Petersburg, Russia, the second-largest art museum in the world, has forged a partnership with Samsung Electronics.

A total of 52 pieces of art from the State Hermitage Museum’s collection will be available on The Frame, including Claude Monet’s “Poppy Field,” Paul Gauguin’s “Idol,” Paul Cezanne’s “Houses Along a Road” and Camille Pissarro’s “The Boulevard Montmartre.”

With QLED 4K resolution and illuminance sensor features, The Frame can make any art piece look spectacular and, thanks to its frame-like design, it blends in with any home’s interior design as well.

“Art Store,” which is a platform exclusively provided on “The Frame” TVs, provides over 1,000 art pieces from museums including: the State Hermitage Museum; the Prado Museum in Madrid; the Uffizi Gallery in Tuscany, Italy; the Tate in London; and the Albertina Museum in Vienna, among others.

Samsung Electronics also participated in Cosmoscow 2019 to expand its TV sales including high-end models like The Frame and The Serif.

Cosmoscow is an international modern art fair, now in its seventh year, with over 300 artists, 70 galleries and around 30,000 people participating in this event.

Samsung Electronics expects its lifestyle TV sales in Russia to jump up by about 2.5 times this year compared to last year.

“The Frame gives a real-life experience outside of art museums, and we will continue to collaborate with artists and museums to show its advantages to consumers,” said an official from Samsung Electronics.

By Kim Seung-Jun [Kim.Seungjun@joongang.co.kr]