Rain lashed Delhi’s streets on an August evening, yet inside The Claridges, a roomful of India’s most influential CEOs and CXOs stood transfixed, not by champagne or conversation but by a wall of glass that appeared to hold real depth without a single pair of 3D glasses in sight. Samsung had brought its newest display technology home, and the luxury world had shown up to watch.
The occasion was a showcase of Samsung’s Spatial Signage for India’s retail and luxury circuit, hosted jointly with Outlook Luxe. Guests moved between illuminated arches showing sunglasses rotating in mid-air and lipstick campaigns that seemed to lift off the panel, the kind of visual trickery that makes a shopper stop mid-stride. Puneet Sethi, Head of Enterprise Business at Samsung India, walked the room through DisplayNXT, calling it a technology which is “going to change the future of retail”. His remarks framed a wider portfolio of enterprise products meant to make store experiences seamless.
Depth without the Glasses
The 85-inch Spatial Signage display uses Samsung’s patented 3D Plate(lenticular) technology to create depth inside the LCD, letting a single screen show a product’s front, back and side in a continuous 360-degree rotation. Content keeps the sharpness of ordinary 2D visuals while adding this natural-looking depth, without requiring specialised equipment such as 3D glasses, making it suited to retail counters, museum exhibits and entertainment spaces alike.
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Driving the picture is Samsung’s Quantum Processor, which handles 4K UHD upscaling, 16-bit colour mapping and dynamic HDR refinement for sharper detail and consistent colour accuracy, while an anti-glare panel keeps visuals legible under bright or uneven store lighting. The display also integrates with Samsung VXT, a cloud-based content and device management platform that enables businesses to remotely manage, schedule and update signage content across multiple displays and locations. Also within this ecosystem, the companion AI Studio app can turn flat images into signage-ready video without external editing tools, automatically refining shadow detail, adjusting margins and treating backgrounds so the output reads as more realistic on a Spatial Signage screen.
The panel carries CES 2026 Innovation Award and IFA 2025 honors, and its slim 52mm* profile and 49kg* build let it mount like ordinary display rather than a boxy display case, a detail that matters enormously to designers of boutique storefronts. Currently available globally in 85-inch,32-inch and 55-inch versions, widening the format’s reach from flagship windows to smaller shelf and counter displays.
*(applicable for SM85HX)
Market Built for Luxury
Indranil Roy, Chief Executive Officer of Outlook Group, set the context for the room, pointing to India’s expanding base of aspirational luxury consumers and the homegrown brands now competing for their attention. It was that growing appetite, he suggested, that made an audience of India’s retail and luxury leadership the right one for Samsung to bring its newest display technology to.
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L’Opéra’s Executive Chairman Kazem Samandari echoed the sentiment on why the country’s retail future feels bright, calling India a fantastic growing market with a bright future for high quality and luxury brands. For him, “luxury is a very personal experience,” rooted not in a price tag but in a product’s quality, its uniqueness and the relationship one builds with it.
What the evening at Claridges made clear is that the line between a luxury storefront and a technology showcase is thinning fast, and brands willing to treat their screens as extensions of craftsmanship, rather than mere hardware, stand to gain the most attention in a market only beginning to warm up to immersive retail.
