IFA25: Visit the Samsung booth to enjoy the world of technology and art
Samsung brings to IFA 2025 a technology-art space with Vision AI, AI Home and a new generation Micro LED screen series.
The Samsung booth at this event is not only a place to display products but also a vivid art and technology experience, making visitors feel lost in a new world. They presented an impressive vision of the future of life with the theme “AI Home: Future Living, Now”.
Right from the outside, a giant screen displaying Samsung products attracted all eyes, and the booth space was designed to be extremely clean, airy and modern. Samsung's entire exhibition area at IFA is open from September 5 to 9 at CityCube, Berlin.
In particular, a large-scale media artwork in collaboration with famous digital artist Maotik, projected on a 50-meter-wide digital facade at the entrance, uses the theme of "wind" to demonstrate how Samsung's AI technology enhances the quality of life.
Explore TV technology with Vision AI and Micro RGB
I started at the Vision AI area, where Samsung displayed TV products integrating their latest technology.
Right at the door, an employee demonstrated the features of the Vision AI assistant on Samsung TVs, hoping these technologies will soon be available in Vietnam.
As global consumers seek devices that go beyond streaming, the Vision AI assistant affirms the increasingly important role of TVs in the smart home ecosystem. With AI at the heart of the entertainment experience, Samsung TVs enable personalized content recommendations, intelligent multi-device interaction and intuitive support in daily life.
Samsung's Vision AI assistant is designed as a trusted companion, capable of natural conversation and close human-like feedback. The biggest difference is the ability to answer questions and requests with intuitive, intelligent responses from multiple AI agents with just the press of the AI button on the remote control. Powered by Generative AI, this assistant delivers a natural conversation experience that can understand context and follow-up questions, without requiring commands or input. You can ask the TV for movie information, art work names, or travel destination suggestions, and receive comprehensive answers, along with related images/videos.
AI features on the TV help upgrade images from low resolution to 8K, improving detail and color. Samsung also arranges buttons for customers to test the difference with or without AI Upscale. Similarly, AI also intervenes in sound, creating realistic original sounds and making voices clearer, helping commentators in sports matches stand out from the audience. Visitors can also experience this feature for themselves.
In addition, Vision AI assistant also integrates many other AI breakthroughs from Samsung: • Live Translate: Translate dialogue and subtitles on the screen in real time, a feature I really like and hope to have in Vietnamese in the future. • Generative Wallpaper: Helps create animated wallpapers according to personal preferences. • AI Picture, Active Voice Amplifier Pro and AI Upscaling Pro: Automatically adjust picture and sound to optimize viewing experience. • AI Gaming Mode: Provides a smooth and vivid gaming experience. • Cooperation with Microsoft Copilot and Perplexity: Expand the functionality of Vision AI assistant right on TV.
Next is the Micro RGB TV area, a new backlight technology that Samsung considers revolutionary. Micro RGB are LCD TVs that use Micro RGB backlighting, in which each extremely small LED (less than 100 micrometers, compared to Mini LED from 100-200 micrometers) has three basic RGB colors, not just white or blue as before. This helps display colors become cleaner, free of noise and much clearer, more detailed, and more beautiful. Samsung is also the first company in the world to launch this technology, setting new standards for color accuracy, contrast and vivid display in the ultra-premium TV segment.
Samsung demonstrated the differences between traditional LED, Mini LED and Micro RGB displays, showing the superiority of this new technology. Samsung also showcased a 115-inch Micro RGB screen, providing cinema-quality image quality with perfect colors.
Samsung's history of TV panel development is clearly presented: from LED TV in 2009, QLED TV in 2017, QLED TV 8K in 2018, Neo QLED (using Mini LED) in 2020, and now Micro RGB in 2025. Samsung also demonstrated the ability to control TVs with gestures and an area that emphasized its world leadership in the TV industry, consistently achieving the title of the world's number one TV brand for the past 19 years.
Safe TV and a unique art experience
Another area focuses on real and safe QLED TVs, not only in terms of Quantum Dot panel material but also in terms of cadmium-free internal safety, and absolute security with Knox. Samsung also introduced TVs with frosted, non-reflective glass, helping to minimize the influence of indoor lights or light from windows, providing a better viewing experience.
Art TV area, making a strong impression. Samsung's Art TV line includes Micro LED models, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED and QLED from the Q7F series and above. The oil paintings on the screen look so realistic that it is difficult to distinguish from real paintings, thanks to the vivid grain and texture. Samsung also created an AI feature that allows users to immerse themselves in a work of art, becoming a part of it. Thanks to Art TV, ordinary people can experience works of art from major museums such as the Museum of Modern Art (Moma), the Art Institute of Chicago, or Philipp that previously had to spend a lot of money and effort to see.
Art Cube – Immersive art gallery
One of the most impressive areas is the Art Cube, a square room with an outside screen displaying constantly changing information. Inside, Samsung has created an immersive art gallery space with TVs, projectors and mirror systems.
Although it is only about 25m² wide, thanks to the smart design with mirrors on the back, above and around, along with a projector and lighting system, visitors feel like they are lost in a giant showroom. This experience creates a feeling of complete immersion in the content displayed on the front MicroLED screen, the The Frame TVs on the sides and the 8K TV.
Diverse entertainment and advanced screen technology
The Gaming area showcases the Odyssey OLED and Odyssey 3D mirrorless gaming monitors, along with a Premier 5 projector that uses laser technology and three RGB lights, creating sharp 4K images.
This projector also comes with a special accessory to project images onto the table, providing a fun gaming experience. Samsung also emphasized that OLED TV is the best choice for gamers. Samsung Sound Tower is a newly introduced product, a powerful and portable party speaker, with up to 18 hours of battery life, allowing users to listen to music, sing karaoke, and dance with customized lighting and sound effects via the app. In addition, Samsung also introduced The Movingstyle as a portable touch screen TV, integrated with battery and adaptive AI, very flexible for use in classrooms, stores or other areas.
Samsung also demonstrated other screen technologies such as Transparent MicroLED. They are integrated into music speakers with a unique design, displaying album covers or images on a see-through screen. Another example is the Transparent MicroLED screen used for the altar area, displaying the weather or images for reciting prayers.
MicroLED technology is strongly developed by Samsung and is the leader in this field. MicroLED TVs have almost zero bezels and great colors. However, this technology is still too expensive to be widely accessible, despite always receiving excitement from visitors.
Galaxy AI and Bespoke AI ecosystem
The Galaxy AI area is always a hot spot, attracting a large number of visitors thanks to its beautiful and clean design. The word Galaxy AI runs on an LED light bar, creating a strong impression. Here, customers can experience and learn about Samsung's new phone, watch, and headset products. Samsung, as one of the world's leading smartphone manufacturers, is committed to spreading Galaxy AI to more than 200 million devices in 2024 and more than 400 million devices by the end of 2025.
Galaxy Innovation Journey showcases Samsung's history of phone development, from the first phone in 1988 (SH-1). Samsung pioneered many products such as the world's first watch phone, first MP3 music phone, first TV phone, first CDMA phone and camera phones with high megapixel cameras. This area also showcases the development of folding phones from Galaxy Fold 1 to 7.
Next is the Bespoke AI area, where Samsung introduces consumer electronics products in an artistic and unique way.
• The Bespoke AI Jet Bot Steam Ultra vacuum cleaning robot is upgraded with improved AI Object Recognition, which can detect even transparent liquids. The demonstration area shows the effectiveness of 100°C steam cleaning and bactericidal ability.
• Bespoke AI washing machines with AI Wash+ technology deliver a washing experience tailored to each garment type and exceed the minimum level to achieve Level A Energy Efficiency certification by up to 65%. In addition, the 2nd generation Bespoke AI Laundry Combo washer and dryer was also introduced using heat pump drying technology, which is much more energy efficient than condensation or venting technology, helping to reduce up to 70% of power consumption. • Bespoke AI dishwashers use AI Wash to optimize the washing cycle based on how dirty the dishes are and the Auto Door Open feature helps steam escape, speeding up the drying process. • Induction cooker combined with Extractor Induction Hob hood integrated right into the induction cooker, optimizing kitchen space.
• Other products such as the Bespoke AI Stick Ultra hand-held vacuum cleaner, air purifier, air conditioner, and Bespoke refrigerator with large, flat, and beautiful screen. A see-through screen is used to display content outside of a real air conditioner, creating an AR effect.
Health care and smart home AI Home
The central area called "Selfcare Good Sleep" made a strong impression. Instead of just introducing the Galaxy Ring or Galaxy Watch, Samsung created a beautiful bedroom space with a bed, air purifier, air conditioner, window and screen displaying content from the Galaxy Z Fold 7.
Galaxy Ring and Galaxy Watch are placed in a compact, sophisticated position, to emphasize the importance of health monitoring and personalized sleep settings. The "Selfcare and Healthy Food" kitchen area is also presented in a novel way, without clutter but using see-through screens to display refrigerator information and other features.
Finally, the AI Home - Future Living, Now area summarizes Samsung's vision. Samsung's AI Home aims to be a real experience today and for everyone, not just the few. Executive Vice President and Director of Home Appliances, Mr. Cheolgi Kim (CK) said, AI Home will go beyond the concept of smart devices, towards a home that truly understands you, adapts to your needs and cares about the most important things. The AI Home experience is designed for convenience, efficiency, safety and health. Samsung research shows that 66% of consumers are interested in AI in the home to streamline work (44%) and increase control via phone/voice (45%). With SmartThings, AI Home can automatically adjust lighting, temperature, and curtains to bring comfort. It also enhances family bonding moments through health tracking, personalized sleep settings and nutrition planning features. Energy savings are a top benefit expected by consumers, with 66% believing AI can help track costs and save money. SmartThings Energy can reduce washing machine power consumption by up to 70%. Security is also key, with Samsung Knox Vault protecting sensitive data at the hardware level and Knox Matrix extending security across the entire connected device ecosystem. Overall, Samsung's display area at IFA 2025 is not only different but also superior to other booths, demonstrating Samsung's excellent product demonstration ability.