for this new campaign, samsung joins forces with friedrich liechtenstein to redefine what it means to live smart. zuhause war noch nie so lässig brings his signature cool into a world of ai-powered ease where the fridge knows, the laundry listens, and everything flows.

​liechtenstein moves through the home like a laid-back conductor, orchestrating moments of quiet luxury with just a look or a word. it’s smooth, it’s smart, and just a little surreal. zuhause war noch nie so lässig.