Ten years ago, Samsung launched the Galaxy S6, the sixth generation of its flagship smartphone. It marked a turning point not so much for its features, but because it was the first to radically change the design. For the first time, the South Korean giant took a more thoughtful and refined approach to product design, responding to widespread criticism of its earlier flagships, which were often made of polycarbonate and seen as lacking in premium quality.
This background brings us to the breakfast event that Samsung Denmark invited me to, centered on design—specifically within the context of the national launch of the new TV and Frame lineup, and the new S25 Edge, which I’m currently testing and which has already become one of my favorite smartphones of 2025. But we’ll get to that in a dedicated post.
Design, Denmark, and the evolution of TVs
This event—one of the most unique I’ve attended since starting this job—felt like a breakfast with new friends in an apartment in Østerbro, the most elegant district of Copenhagen. The conversation revolved around interior design, joined by designer Kasper Salto and Emil Thorup, the young designer and founder of the brand Handvärk. We discussed how even appliances have evolved from being purely functional objects to becoming integral parts of home interior design.
From there, the conversation moved to the evolution of Samsung’s products, which includes not only smartphones but also TVs. Starting with the S6, several products became iconic—like the S7 Edge and the S8 (in my opinion still Samsung’s most beautiful phone ever)—but the shift in design extended to laptops and televisions as well, which are now thinner and more visually appealing. In Denmark—like in few other European countries (Sweden, Italy, and France come to mind)—design is very important. There’s a strong cultural emphasis on expressing one’s personality through home decor, and the TV is still part of that.
This design awareness led to the creation of the Frame series—televisions with matte, patented display technology that mimics framed artworks. They’re designed to integrate seamlessly into home interiors and “bother” the overall decor as little as possible (if you’ll forgive the term). Users can even change the artwork freely, either via a subscription (currently 39 DKK/month) or—nowadays—by creating them using Samsung’s AI.
2025 Samsung TV lineup
This year’s collection brings Samsung’s smart screen capabilities to more devices than ever before. With the introduction of Samsung Vision AI, the boundaries of what a smart TV can do are expanding significantly. For the first time, AI-powered features are no longer exclusive to flagship models—now also available in more accessible QLED ranges.
Flagship 8K Models: QN990F and QN900F
At the top of the lineup are two standout 8K Neo QLED models: the Samsung QN990F and QN900F. These premium TVs now come with Glare-Free technology and access to the Art Store, previously reserved for The Frame series.
The flagship QN990F is powered by the NQ8 AI Gen3 processor, Samsung’s most advanced yet. With 768 neural networks, it intelligently upscales content to full 8K resolution, taking advantage of all 33 million pixels for breathtaking visual clarity. It also introduces the Wireless One Connect Box, allowing all inputs to be connected wirelessly. Only the power cable needs to be physically connected to the TV, and the box itself can be placed up to 10 meters away—offering a cleaner, more flexible setup. This innovation is also coming to the new The Frame Pro.
Meanwhile, the QN900F boasts a refreshed Metal Frame Design, inspired by the aesthetic of Samsung’s art-focused TVs. The sleek new frame enhances the ability of the TV to blend seamlessly into modern living spaces.
Both models feature true Quantum Dot (QD) technology, converting blue light into precise RGB components for exceptional color accuracy and brightness.
Prices
- Samsung Neo QLED 8K QN990F – Starting from 39,999 DKK
- Samsung Neo QLED 8K QN900F – Starting from 29,999 DKK
The Brightest OLED Ever: Samsung S95F
The new Samsung S95F OLED flagship has become the company’s brightest OLED TV to date, delivering an extraordinary HDR experience with vivid colors and deep contrasts. The updated OLED Glare-Free coating, first introduced in 2024, now provides improved reflection resistance and deeper blacks—even in bright rooms.
Equipped with the NQ4 AI Gen3 processor, the S95F brings intelligent features like Adaptive Picture and Adaptive Sound Pro, which adjust image and audio based on content, room acoustics, and user preferences.
Available in sizes from 55” to 83”, the 55” model starts at 19,999 DKK.
Smarter 4K Experience: Samsung QN90F
The popular Samsung QN90F 4K QLED gets a significant update this year with:
- Larger screen sizes (up to 115”);
- Glare-Free technology, now available beyond OLEDs;
The powerful NQ4 AI Gen3 processor, enabling:
- Auto HDR Remastering Pro – Converts SDR content into HDR-like visuals;
- Adaptive Sound Pro – Adjusts sound dynamically for optimal clarity;
- Color Booster Pro – Enhances color accuracy based on image analysis:
- AI Mode – Adapts both audio and video to content type and room lighting
Samsung Neo QLED 4K QN90F – Starting from 11,999 DKK
Art Store and AI Expand Across the Lineup
In a major shift, Samsung is now making Art Store and Art Mode available on all QLED and Neo QLED models, not just The Frame series. This opens the door for more users to personalize their home with curated art displays when the TV is not in use.
AI features are also being rolled out more broadly. Starting from the Q7F QLED model, TVs will come equipped with varying levels of AI support—offering intelligent enhancements across the range.
The new Samsung Galaxy S25 Edge
As mentioned, about a week after the international launch, the event also touched on the new Samsung Galaxy S25 Edge, the lightest flagship ever (try it—it’s truly featherlight!). Despite being so light and having one less camera, it still proudly joins the S25 family without compromising on performance, whether in terms of processor or camera quality.
Here are a few shots I’ve already taken.
It features curved edges, a solid titanium frame, and is protected by Corning Gorilla Glass Ceramic 2 — a next-generation glass providing superior clarity and scratch resistance.
This design not only enhances aesthetics but ensures the device is tough enough for daily use while maintaining the modern, minimalist look synonymous with the Galaxy S series.
At the heart of the S25 Edge is a 200MP wide-angle camera that redefines mobile photography. With 40% better low-light performance, users can expect sharper, brighter images even in challenging conditions. A 12MP ultra-wide lens with autofocus enables detailed macro shots and creative flexibility.
Powered by Samsung’s ProVisual Engine, the camera system brings professional enhancements like lifelike skin tones and crisp detailing on fabrics and nature. Popular Galaxy AI features — such as Audio Eraser (to clean up ambient noise) and Drawing Assist (for design and photo editing help) — now make their debut in Samsung’s slimmest device ever.
Under the hood, the Galaxy S25 Edge runs on the Snapdragon 8 Elite Mobile Platform for Galaxy, a specially optimized processor by Qualcomm that offers high-speed performance and advanced AI capabilities on-device.
To keep it cool, Samsung has implemented a wider, thinner vapor chamber, which enhances thermal management even during intensive usage like gaming or 4K video editing.
The phone also features ProScaler, which boosts image clarity by up to 40%, and Samsung’s mDNIe technology (Mobile Digital Natural Image engine), delivering ultra-realistic color rendering and media playback.
Galaxy AI is deeply embedded in the S25 Edge, offering users an intelligent, context-aware experience that learns and adapts to their daily routines. Features like Now Brief and Now Bar have been upgraded with third-party app support, offering proactive reminders and insights in real-time.
Thanks to Samsung’s close collaboration with Google, the Galaxy S25 Edge brings the latest Gemini AI innovations to more users. With Gemini Live, users can share their screen or camera feed while engaging in live, interactive conversations, unlocking entirely new modes of productivity and creativity.
And as always, privacy remains a cornerstone. Personal data is secured through Samsung Knox Vault, with on-device protection that ensures your information stays private.
