Samsung Electronics continually pursues TV design in a manner that reveals its essence through elimination rather than addition. Functionality is the key focus of most TV products. However, Samsung Electronics designers focus on the core of viewing experiences.

The scope of design is expanded from the space where the TV is placed to the way surrounding devices are linked. Factors that hinder immersion were eliminated to be concise, while various lifestyles and viewing environments were carefully studied. The experiences have been arranged with consideration and only the act of viewing, which is the true purpose of the TV, remained.