Barcelona | One of the highlights at Samsung’s booth this year was the new Spatial Display. Beyond that, the ecosystem of hardware, software and partner integrations clearly took centre stage.
ISE 2026: No Big Bang at Samsung – Focus on Integrated Solutions
This year, Samsung’s booth did without a spectacular eye-catcher. Instead of a large LED installation, the spotlight was on smaller, more targeted solutions. The new Spatial Display and various E-Paper displays, grouped together at the main entrance, visually underlined the unofficial motto of Samsung’s presence: it’s the combination that counts.
Integration and end-to-end solutions were a recurring theme throughout the booth. Samsung’s software platform VXT – with a new version set to be released in the coming days – was deployed across the stand to demonstrate a wide range of use cases. These showcased complete ecosystems, in some cases implemented together with partners, secured by the Knox security solution and enhanced through the Smartthings Pro sensor platform.
This approach opens up a variety of corporate and industrial applications in which signage becomes part of a holistic solution – for example as a control screen. In this context, Samsung demonstrated the new The Wall MPF, the first Samsung LED display to feature Pantone certification.
Space for promotion
The Spatial Display, which will be available later this year, is designed to stand on its own in retail environments. The large 85-inch version immediately draws attention, while the depth effect is created by a lenticular layer positioned between the LED backlight and the display panel.
As a result, the display weighs just 49 kilograms and has an installation depth of only 52 millimetres – a clear advantage over other 3D-effect displays that rely on a white space behind a transparent panel. The Spatial Display lends itself to eye-catching promotional applications in retail or, for example, for QSR products.
A particularly interesting use case, according to Amit Chatterjee, Manager Presales Solutions at Samsung, is the display of AI avatars. In retail settings, these could act as virtual sales assistants, offering consultations and appearing lifelike on the screen. Similar applications are also conceivable in environments such as airports.
In search of the mass market
Examples of such avatars have existed for several years, but they face the same challenge as all 3D-effect screens: the lack of truly mass-market use cases that go beyond a limited number of installations. Much will depend on how quickly users become accustomed to interacting with AI avatars.
Ease of access to the technology is another key factor. For rapid deployment, Samsung has integrated automatic shadow detection into its VXT software, enabling users to quickly adapt content for the Spatial Display.
The 85-inch Spatial Display is expected to launch in March or April 2026, with 55- and 32-inch versions to follow in selected markets shortly thereafter.
E-paper in small and large formats
In the E-Paper segment, Samsung presented its 32-inch model alongside a new 13-inch variant. Once again, the close integration with VXT was evident: content can now be optimised directly for E-Paper displays using the Canvas creation tool.
The biggest innovation in this area was shown as a test product only: a 55-inch E-Paper display featuring E Ink’s new Marquee technology. This promises Spectra 6 colour quality combined with outdoor suitability.
However, the product has not yet been firmly scheduled for launch. Samsung is using the trade show to gather initial customer feedback.
MicroRGB for professional applications
Samsung also unveiled new developments in the LCD segment. The MicroRGB display, first shown at CES, was presented in a 130-inch format for professional use. Thanks to MicroLED backlighting, the display offers a total of 5,670 individually controllable zones.
This enables high colour depth and impressive black levels, with brightness reaching up to 1,000 nits.
Expanded collaboration ecosystem
Partnerships and collaboration solutions were another focus area. The Smart Signage Display QHFX and the 146-inch The Wall All-in-One IAB LED display are among the latest products to receive certification for compatibility with Cisco collaboration devices.
In addition, Samsung announced a new partnership with Logitech. The QBC series is now part of the Microsoft Express Install option for Microsoft Teams Rooms. This setup combines Samsung displays with Logitech conferencing technology and enables efficient meeting room installations – according to Samsung, in under an hour.
Samsung also showcased an updated version of the Flip with a new user interface. In the education segment, the company demonstrated AI functions integrated into its interactive displays, enabling features such as quiz creation and live transcription.
