Searching for the new premium in 2004. After the transition from CRT to flat panel I explored what would define the next premium TV experience. The result, True Cinema Display (2.39:1). A TV of true cinema proportions that was set to leveraging and maintaining Samsung’s leadership in flat panel technology. Thus differentiating in the market whilst ensuring it was difficult for rivals to copy. At the same time the design built on and advanced Samsung’s existing product design identity.
Other concepts explored a new softer design language for TV’s that would eventually replace the existing Samsung TV identity.