Today’s consumers are redefining what it means to live well. Beyond simple consumption, they strive to make environmentally responsible choices throughout the entire purchasing journey. As a result, sustainability is no longer a trend — it has become a way of life. Brands are working to communicate their messages effectively while fully embracing and reflecting these eco-conscious values.
Launched this year, Samsung Electronics’ Color E-Paper (EMDX model) is a next-generation signage solution that significantly reduces power consumption in digital content advertising. NONO SHOP, a zero-waste store and café in Seoul’s Itaewon neighborhood, has introduced Color E-Paper displays into its space — taking a proactive step toward more sustainable operations.
▲ Julian Quintart, Founder and Owner of NONO SHOP
Samsung Newsroom visited NONO SHOP to explore how the space has become even more eco-conscious with the integration of Color E-Paper.
Less Waste, More Flexibility
NONO SHOP is a zero-waste store and vegan café offering plant-based beverages, desserts and groceries, along with a refill station to reduce single-use packaging. The shop promotes sustainability through customer engagement programs such as recycling campaigns and Climate Fresk workshops, where participants learn about climate change.
Even with ongoing efforts to minimize waste, operating a store inevitably generates some trash. One example is printed promotional materials — including seasonal menus, event posters and schedule announcements — which must be updated frequently. As a result, a significant amount of paper-based signage was being discarded each month.
▲ Quintart shares the many advantages of Samsung Color E-Paper including reduced waste, power consumption and flexible installation options.
By adopting Color E-Paper, NONO SHOP has significantly reduced waste from printed promotional materials. Images and text can be easily updated through a dedicated mobile app, eliminating the need to print and mount posters. The displays now allow for real-time content updates while delivering more impactful visuals.
“Samsung Color E-Paper doesn’t feel like a digital screen,” said Julian Quintart, a Belgian entertainer and founder of NONO SHOP. “It looks so much like real printed material that, unless you look very closely, you’d think it was just an ordinary paper poster.”
“The ability to instantly update images through the mobile app makes daily operations much more efficient,” added Juwon Shim, a manager at NONO SHOP. “It helps us save not only the resources and energy required for printing, but also time.”
▲ Samsung Color E-Paper offers simple hanging installation options thanks to its 2.5kg-light and 17.9-millimeter-slim profile.
Sustainably Crafted From Packaging to Product
Color E-Paper is highly effective in reducing the energy typically required to operate and maintain commercial spaces. By applying ink technology to digital paper and using ambient light to render images, the displays eliminate the need for a backlight unit — the component in traditional screens that consumes energy to emit light. As a result, power consumption drops to 0.00 watts1 when content remains static. Even during updates, Color E-Paper uses significantly less energy than conventional digital signage.
“When introducing new devices into the store, it’s important to consider not just their power consumption, but also their overall environmental impact,” said Quintart. “Color E-Paper is especially appealing because its energy use is significantly lower than that of traditional digital displays.”
▲ The packaging of Color E-Paper also reflects a strong commitment to sustainability.
The product’s design and packaging also reflect a strong commitment to sustainability. Color E-Paper features 100% paper-based packaging and incorporates recycled plastic in more than half of its cover.
“Even the packaging was thoughtfully designed,” he emphasized. “All these small efforts add up and represent a meaningful step toward resource circulation.”
▲ Zoe McTackett, a regular customer at NONO SHOP, appreciates that the cover of Color E-Paper is made from recycled plastic.
Reactions to the Color E-Paper signage have been positive.
“I was really surprised to learn that recycled plastic was used in Color E-Paper,” said Zoe McTackett, a regular customer at NONO SHOP. “Knowing that Samsung values not just technology, but also the environment, makes me trust the brand even more.”
Built To Fit Anywhere
Color E-Paper effortlessly integrates into any space, preserving the aesthetic of existing interiors and resembling framed artwork. Equipped with a patent pending color imaging algorithm, the display optimizes content for enhanced visibility — delivering smooth edge rendering, seamless gradients and rich color expression for a look and feel strikingly similar to printed posters.
▲ NONO SHOP not only uses Color E-Paper for in-store displays but also uses it as versatile screens during workshops.
“Even though it’s a digital screen, it doesn’t feel too sharp — it has a natural, paper-like quality,” said McTackett. She noted how comfortable it was to view, even in bright daylight or well-lit environments, thanks to its non-reflective surface.
“I hope customers see the display not just as a digital device, but as a framed piece,” Quintart added. “Once they realize it’s actually digital paper, they focus more on the content and respond to the product more organically.”
Weighing just 2.5 kilograms with the battery and measuring only 17.9 millimeters thick, Color E-Paper features an ultra-lightweight design with exceptional installation flexibility — easily mounted on walls, ceiling rails or stands without the need for additional structures.
▲ Color E-Paper can be installed almost anywhere thanks to its ultra-lightweight and ultra-slim design.
“Depending on the setting, Color E-Paper can be used in various formats — on a stand, wall-mounted or hanging,” Shim explained. “One of its biggest advantages is that it can transform the store’s atmosphere without requiring major interior changes.”
“When mounted on a movable stand, Color E-Paper is easy to reposition and can be set up near the entrance or beside the checkout counter,” she continued. “Hanging the display with wires is especially space-efficient since it takes up virtually no space.”
Samsung’s Color E-Paper eliminates the trade-offs once associated with sustainable practices. Just as a single small action can spark meaningful change, Samsung remains committed to creating positive environmental impact — a mission now shared with NONO SHOP through Color E-Paper.
1 According to International Electrotechnical Commission (IEC) 62301 standards, power consumption under 0.005 watts is displayed as 0.00 watts.
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