Samsung Israel has opened in Herzliya a new display space called Samsung Concept Home, designed to illustrate how the company envisions the integration of technology in the home environment. It is a house built specifically for demonstration purposes, at an investment of more than two million dollars, and it presents various uses of screens, audio systems, and smart technologies in the fields of design, leisure, and entertainment.
The house is divided into spaces simulating different living environments – a living room, gaming room, bedroom, and cinema room – with each one integrating systems from the company that demonstrate the solutions it is developing for the home market. Samsung describes the place as a type of experiential laboratory for architects, designers, and entrepreneurs, but not as a commercial space or store.
In the living room, extra-large LED screens are displayed, some in a vertical configuration, onto which digital artworks created using artificial intelligence are projected. Alongside them are screens from The Frame series, which look like a picture when turned off. The idea is to illustrate the possibility of integrating screens as part of the home’s interior design, rather than as a separate accessory.
The gaming room focuses on display technologies and high performance. It includes curved screens from the Odyssey series in 49- and 57-inch sizes, with especially high refresh rates and HDR support. In addition, the Odyssey Ark model is displayed – a 55-inch curved screen that can be positioned vertically or horizontally. The goal here is to present the company’s ability to provide solutions for gamers and more intensive uses.
In the bedroom, screens from a new generation of OLED and Micro LED are displayed, with an emphasis on picture quality, brightness, and contrast. Alongside the screens, an audio system supporting Dolby Atmos and DTS:X was installed, including speakers designed as picture frames. In this room, the company aims to show how entertainment technologies can be integrated into the living space without harming its aesthetic.
The most impressive space in the house is the home cinema hall, where a 146-inch Micro LED screen is displayed together with a JBL Professional sound system. According to the company, the system is identical to the one installed in commercial cinema halls, and it includes speakers, subwoofers, and amplifiers with especially high output. The combination is intended to demonstrate the level of performance that can be achieved even in a home environment.
The Concept Home is not open to the general public, but is intended mainly for professionals in the fields of architecture and design. Samsung says that the goal is to expose the professional audience to the company’s development directions in the field of the smart home – not only through new products, but also through the way they integrate into daily life. In this sense, the house in Herzliya is less of a launch event and more of a live demonstration of a future living concept, in which technology is present but not dominant.