Behind the scenes of the Freestyle, a device captivating users around the world

Behind the scenes of the Freestyle, a device captivating users around the world

Thanks to powerful, one-of-a-kind technology, free style, the newest portable display and entertainment device from Samsung Electronics, is enjoying great success in markets around the world, including North America, Latin America and South Korea. Known for displaying crystal-clear images up to 100 inches with seamless Samsung sound quality, the Freestyle has the ability to be used anytime, anywhere.

To learn more about the process behind creating this captivating device, Samsung Newsroom spoke to four of the product experts behind the planning and development of The Freestyle: Seungyeong Ian Jeongwho worked on product planning, Sooyeon Chungwho worked on service product management, Jenny Jungwho worked on UX design and Dami Baikwho worked on product launch marketing.

▲ (Left to right) The product experts behind The Freestyle: Jenny Jung, Sooyeon Chung, Dami Baik and Seungyeon Ian Jeong from Samsung Electronics’ Visual Display (VD) business.

A brand new device combining practicality and personality

Right from the drawing board with the early planning stages of The Freestyle, Samsung’s product experts came together with the idea of ​​developing an all-new product that encouraged customization. Designed for people on the go who pursue unique lifestyles and aren’t afraid to speak up and express themselves, practicality meets personality with this device.

Lifestyle changes caused by the COVID-19 pandemic have also played an important role in the context of product planning. People began to spend more time in their own personal spaces, and it became more important to bring entertainment to areas previously used to relax, such as the bedroom. At the same time, outdoor leisure activities have become widespread.

“The concept behind The Freestyle is its frameless, portable display that’s ‘with me anywhere'” explained Jung.

Create an exciting TV experience to show unique lifestyles

As an unprecedented brand new product, it’s hard to describe The Freestyle in one word. While some users will use it as a display, others will use it as an interior mood light, or even as a digital display. The very name of the device shows how the purpose of the product changes to freestyle with each user’s unique lifestyle.

When discussing the secret behind The Freestyle’s popularity, each of the four product experts highlighted the improved product experience when using the Samsung Smart TV platform.

“The Freestyle provides all kinds of major OTT apps with integrated, partner-certified streaming services so you’re never behind on the best content and screen experiences,” elaborated Chung. “Additionally, smartphone mirroring can very easily be undertaken with Android and iOS mobile devices.”

Collaboration across the ages drives innovation

The development stage naturally included some hurdles, as the product experts aimed to create a one-of-a-kind portable device for long-lasting entertainment. “Since this is the first such product developed by Samsung, there was no set benchmark for us,” explained Jung. “It was not easy for us to plan the product’s features and design its experiences from scratch.” Whenever doubts arose about the direction of the product, the team resorted to feedback from the community council for Samsung employees.

This collaboration transformed The Freestyle into a versatile device used not only to deliver content, but to showcase individual personalities through unique images and creations on display. The Freestyle’s ambient mode and translucent lens cap allow for mood lighting when content is not playing. Additional feedback regarding the high-quality audio offering allowed the device to also become a smart speaker that combines visual effects with music to be projected on a variety of surfaces.

“While considering the sound specifications of the device, we paid attention to the mixed opinions on how the sound quality should not be compromised”, noted Jeong.

Endless possibilities with portability and convenient usage options

Small enough to fit in a handbag and weighing just 830g, the Freestyle is the perfect device for people who are always on the go. To ensure perfect image viewing, the device automatically adjusts auto keystone correction, leveling and focus. Thanks to the Scale & Move function, users can adjust the size of the projected screen and position it without having to physically move the projector.

free style

The Freestyle also allows users to directly access settings while watching content that doesn’t require them to scroll through a menu by simply pressing and holding the home button. Users can also use voice recognition with noise reduction to control the Freestyle. The Freestyle also allows users to continue playing music and using virtual assistant features even when the screen is off.

A versatile device to use anytime, anywhere – on your terms

With the Freestyle’s endless possibilities, Samsung Newsroom turned to the product experts to discuss some of their favorite features.

“I like to use The Freestyle to listen to music in high quality sound while projecting the cover image of my favorite album in the background,” says Jung. “I also like to project a video of the shining stars onto my bedroom ceiling before I go to bed. When I feel like falling asleep, I can just turn off the device using my voice.

“My kids really like it when we put The Freestyle on the headboard shelf and watch the contents projected onto the ceiling while lying in bed together,” Baik added. “Because the device can be used freely as desired, it receives rave reviews from users of all ages, including those who use The Freestyle as a family.”

Whether you’re going for a fun movie night in your backyard with the family or using the device for background music and visuals over dinner with friends, the Freestyle’s compact design and user-friendliness make it one of the most fun and versatile devices available today.

“We want to present a user experience that meets the diverse preferences and needs of users anywhere, anytime, going beyond the confines of a space.” says Jeong. “Our goal is to establish The Freestyle as a personal, mobile, smart display that can truly be used to the fullest.”

For more information on Samsung’s Lifestyle Wallet, please visit