Samsung launches Spatial Signage: a screen that creates an accessible 3D illusion without the need for glasses.
At ISE 2026 in Barcelona, Samsung’s exhibition stand catches the eye thanks to the attention-grabbing Spatial Signage screens. These new displays, which Samsung is launching globally at the fair, create a 3D effect without passers-by needing glasses.
“3D solutions already existed,” explains Evert Van Camp, Head of Display Division Benelux at Samsung. “These were mainly holobox solutions. A holobox is a nice concept, but it has a depth of about 40 centimeters and is very expensive. The price and the space it occupies hinder adoption.”
Compact illusion
Samsung Spatial Signage uses a lenticular layer that creates a 3D illusion. “Compare it to the 3D effect you used to find on a cereal box,” explains Head of Product Management Kristof Willems. When looking at the screen, the layer makes it appear as a spacious 3D box, as if the screen is the glass side of a rectangular box.
For this box illusion, Samsung places an LCD screen. This screen displays 2D images of, for example, a product or a model. The combination of the screen and the 3D effect makes it seem as if a person or item is moving within a 3D display case. Samsung fits all of this into a display that is just under three centimeters thick.
“Square meters are worth a lot of money in the retail sector,” Van Camp continues. “With our technology, you create the 3D effect of a holobox with a much smaller footprint. That’s a game-changer.”
Nana Banana
The screen integrates with Samsung’s VXT management system. The manufacturer includes a VXT studio within it. This is a tool that allows users to create content that is optimally displayed on the Spatial Signage screen.
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“Creating 3D content is expensive,” Van Camp realizes. “With the studio, we allow for the creation of entry-level visual material.”
The VXT studio uses Gemini and Nana Banana, both Google AI models, to create content suitable for the screen. Van Camp: “It’s enough to upload three photos of a product and describe what you want. The software will then create a video using AI.”
Suitable video includes images of a subject on a transparent background. The AI studio also adds a shadow illusion, which enhances the 3D effect with the box.
Attention from the right angle
With the Spatial Signage screen, Samsung expects retailers to attract more attention. The display indeed draws attention and looks premium. For the 3D effect, you need to stand relatively straight in front of the screen. The viewing angle is sufficiently wide, but as soon as you look from a sharp angle, the box effect disappears. The 2D content in front of it remains sharp.
The screens are currently available in three sizes: 32 inch, 55 inch, and 85 inch.