A few years ago, nobody would have believed it could be done. But here it is: Samsung’s MicroLED technology, which is modular. Consider it a bit like Lego but this one can be configured for different sizes and resolutions. The technology uses individual LEDs — and not just using them to create light from behind an LCD layer — to create pictures, turning in blacks that are absolutely black. The resulting product: The Wall, which comes in two variations and both are highly impressive.

The Telegraph spoke to Puneet Sethi, vice-president, consumer electronics business, Samsung India, about what makes The Wall a sexy addition to luxury homes.

What makes The Wall special?

It’s the future of display; an amalgamation of technology and luxury. It’s the world’s first modular MicroLED display (with 0.8mm pixel pitch technology), offering true blacks and true colours, powered by Samsung’s AI upscaling. It offers high brightness and contrast; the brightness level is around 2,000 nits and has a lifetime of around 100,000 hours. Also in there is Ultra Chroma technology, which in simple terms means 16 bit colour processing and 20 bit colour processing internally, besides being powered by HRD10+. Also, there is Black Seal technology, which ensures there is no dust accumulation and it also protects the television from any kind of impact.

Is it also suited for other uses?

With AI upscaling, content can be upscaled to 4K or 8K, depending on the screen size. If you enter ambient mode, the display can be converted into a painting or it can become your family photo frame. In other words, it won’t remain a black box in the room. Since it has a refresh rate of 120Hz, it goes very well with gaming. You can play a lot of fast, action games.

There are not many comparable products in the market…

The picture quality is unbelievable and so is the brightness level, which you will not get on any other LED displays. It’s not comparable to anything out there. Taking the experience a notch higher is the infinity design, which means no bezels. Since it’s modular, it has to be installed seamlessly. Everything comes in modules, which are put together to form a 146-inch or a 219- or a 292-inch variant. There are two versions, The Wall Pro and The Wall Luxury. The former is perfect for lobbies, boardrooms, galleries, high-end retail stores while the Luxury is meant for… like the name suggests… luxurious homes.

Is there an audience for it beyond metro cities?

We have done some research over the last few months and the feedback says not only metro cities, places like Pune, Ahmedabad, Ludhiana and Chandigarh have a demand for a luxury product like this.

We have plans for the next three years. Next year we are looking at sales of around 25-30 units and touch 100 units in 2021 and touch 200 units in 2022. We have some data to validate. In India, lots of people are getting into the millionaire and billionaire clubs. They are our target audience. This is an uber luxury product and I am sure once people experience it, they will talk about it and spread the news.

Since the product has already launched in a few other markets, what has been the reaction?

It’s doing very well. The Pro version got announced at CES earlier in the year and the Luxury version in September. We have seen very positive feedback.

What about aftersales?

We have a trained team and so aftersales is not a problem.

At a glance

Modular

A modular form factor allows The Wall’s size, shape and ratio to be customised to your needs, whether it’s a spacious lobby or a private home theatre.

Black Seal technology

The fusion of an exceptionally black base with specialised Black Seal technology, delivers black levels for unparalleled contrast and immaculate detail. This technology also protects the screen from impact and dust, even at close proximity.

Ultra Chroma technology

The Wall’s Ultra Chroma technology produces vibrant yet natural colours for a true-to-life visual experience. A narrower wavelength of colour results in higher colour purity, approximately two times better than conventional LEDs, for more precise and accurate colour presentation.

Quantum process flex

The intuitive resolution-to-screen size adjustment capability delivers a perfect view of reality in any size up to 8K for a truly immersive experience.

Infinity design

The Wall blends into its surroundings with a slim, bezel-less design.

Don’t turn it off

Thanks to the 100,000-hour lifetime of its self-light-emitting diodes, The Wall is designed to never turn off, but to change into a digital canvas best matching the owner’s needs.

Pricing

Rs 3.5 crore to Rs 12 crore (exclusive of taxes) for 146-inch, 219-inch and 292-inch variants. If you are in New Delhi, you can attend a private viewing — upon reservation — at the Samsung Executive Briefing Centre in Gurgaon.