Samsung has launched this week one of the most luxurious showrooms in Israel. The space serves as a demonstration of a smart home for the ultra-wealthy and is located in Herzliya Pituach, alongside showrooms for luxury cars and designer furniture. In this hall, you’ll find screens that can’t be seen in regular electronics stores for one simple reason—they are far too expensive and are aimed at a niche clientele willing to spend sums reaching up to NIS 1 million for a single screen.
The showroom, called Samsung Concept Home, was built at an investment of over $2M, with Samsung Israel leasing the venue for the coming years. It is not intended for the general public looking to buy one of Samsung’s popular televisions, but rather serves as an exhibition space for architects, designers, developers, or clients ready to invest such amounts of money.
A Versace Table and a 3.8-Meter-High Screen
In the living room, next to ultra-thin televisions hanging on a wall covered in shiny marble and a sofa worth hundreds of thousands of shekels, sits a Versace table priced at NIS 160,000. From there, one can experience the vertical LED screen measuring 174 inches (model P1.5 IEA), priced at NIS 324,000. It is not intended for regular television viewing but for displaying art pieces designed specifically for it. This enormous and impressive screen occupies a significant portion of the room, stretching almost from floor to ceiling—a remarkable height of 3.8 meters. Samsung is showcasing Israeli AI-generated artworks created especially for this display.
For the bedroom, Samsung designed a screen using the advanced Micro LED technology, offering extremely high brightness, precise color accuracy, and no glare. Until now, such screens could only be seen at global technology exhibitions, but here Samsung allows visitors to experience it firsthand. The model, MNA114MS1CCXSQ, measures 114 inches and costs NIS 770,000. It is, of course, not meant just for watching Netflix but also for displaying art.
A Cinema Hall with a NIS 1 Million Screen
If the living room screen is for displaying art and the bedroom TV for binge-watching before sleep, one of the most enjoyable rooms in the house is the private cinema, featuring a 146-inch screen—Samsung’s The Wall Micro LED. This screen provides absolute black levels, and during the demonstration, when the lights were dimmed, the image appeared as if it were floating in the air.
The screen features Black Seal technology, delivering exceptional image depth and absolute blacks, along with 20-bit image processing powered by the Quantum 4K Processor. In addition, MICRO HDR, Dynamic Peaking, and Inverse Tone Mapping technologies enable separate pixel control, maximizing brightness and contrast levels for a realistic and true-to-source image.
The screen also supports MICRO Motion technology, providing a 4K frame rate at 120 Hz and automatically converting 60 Hz signals to 120 Hz. As a result, motion appears smooth, without vibration or motion blur. The price of this screen is NIS 1M.
Competition in the Luxury TV Market
Until recently, the luxury television category in Israel belonged mainly to manufacturers such as Bang & Olufsen, which has a showroom in Ramat Aviv Mall, and Loewe, which has recently resumed activity in the country. Now, Samsung Israel is entering a field that, for years, saw almost no competition from local rivals.
Credit: Tzahi Hoffman’s website