A new generation of TV sets – the LED TV – is the theme of the Samsung trade-fair appearance at IFA 2009. It starts with a gigantic staging at the entrance portal. The visitor enters a space formed by a semi-circle of eight “leaves” rising high into the hall, each set with LED TVs and a geometry of reflecting surfaces, flaunting light shows and audio-visual displays. The walk-in kaleidoscope transforms into an impressive, multimedia “cathedral”, a landmark to be seen from far and wide, a breathtaking beacon bearing the Samsung brand.