The 2016 First Look revealed the new Samsung SUHD TV with quantum dot display, which boasted a pixel-less image and curved screen for a more immersive watching experience. Highlighting and complementing the technological feat of the TV was a major sticking point of a large portion of the event.
The venue, Frank Gehry’s Lou Ruvo Center, was selected for its complex parametric design and boundary pushing construction. Other elements like the tessellated triangular graphics, curved scrim panels, and TV stands were reflective in design of the new Samsung TV’s themselves. In the main unviel moment, the scrims moved up revealing the TV, and kabuki curtain dropped opening the stage to guests to engage with the product - all worked together to create a high tech experience placing the TV at the center.