The ethos behind the brand is typified by two Scandinavian ideals – lagom and hygge. The latter (pronounced ‘hyoo-guh’) you might already be familiar with. It’s a Danish term that translates as “cozy” but it’s more about the sense of togetherness that sharing with those around you can produce. Lagom (‘laah-goam’) is Swedish and means “just the right amount”.

Primare values

These two ideals characterise the Scandinavian audiovisual specialists. Lagom in particular is threaded through everything the company does, covering appearance and performance of all the company’s kit. It speaks of balance, where user experience is foremost and the product all but disappearing as it does its work. It’s just you and the experience.

This is the product range that The Digital Experience brings to new customers and established fans. Products like the highly customisable SPA25 Prisma integrated amp, SP25 Prisma processor, A35.2 stereo, and A35.8 eight-channel fully bridgeable power amplifier setup enter South Africa to change the way locals interact with their audio and video experiences while offering the best of both.

Being the best

Primare’s products aren’t about calling attention to themselves. They are, quietly and without fuss, simply the best hardware you can stick inside your home. The brand stays at the front of technological development, not because it’s trying to impress but because those developments offer the best results for its customers.

This leads to product development that is based on sound fundamental principles of thoroughly implemented power supply designs so that each individual component and sub-circuit operates sympathetically to achieve a cohesive whole.

Dauntless design

Each product fielded by Primare offers the simple and elegant design Scandinavian companies are known for. The description of clean lines and natural textures is known as “Scandi design” for a reason and Primare is exceptional in its own execution of it.

Quality of build and materials are at the forefront of the brand’s efforts. Interfaces are simple and easy to use, and every product elevates the place where it’s kept.

The Digital Experience

Come to the Digital Experience showroom, located in Fourways Crossing, Johannesburg, to see the best of Scandinavian audiovisual technology in person. Alternatively, visit the online showroom. Either way, you’ll have the best and most knowledgeable staff on hand to help you make the best choice for your home.

Bring Primare into your home and let those around you bask in excellent audio, crisp video, and the systems that make that possible – get the best at The Digital Experience, today.

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You’ll want to touch it, mostly to ensure you’re not dreaming about the images you’re seeing on the screen of the latest and greatest Samsung and LG TV sets. The picture is good enough that you’ll wonder why you’re not falling into whatever is happening in front of you. Why is that?

Samsung’s skills

Different companies have different reasons. As examples, Samsung’s 77S95D (available for R99,985 during September with a R7,000 voucher included with purchase) and the Samsung 83S90D (available for a R129,985 pre-order with a R10,000 voucher included in September only) are fine examples of the best the South Korean company has to offer.

Both feature Samsung’s latest NQ4 AI Gen2 Processor with 4K AI upscaling. Both run Samsung’s Tizen OS. Both are OLED displays. The major difference is the screen size but there’s enough in common to seriously impress viewers.

Samsung’s new processor is bolstered by neural network support, intelligently upscaling everything that dances on these massive screens to the TV’s native 4K resolution. You’ll even see a difference when watching the rugby on DStv, meaning Multichoice’s slacking can be excused a little longer.

Other intelligent technologies like Samsung’s perceptional color mapping and an OLED brightness booster take an already excellent panel and ramp it up to something almost supernatural in its clarity, colour handling, and HDR+ brightness capabilities. The latter is also given a jumpstart by the AI features baked into the NQ4 AI Gen2 processor, resulting in finer detail visible at any given moment. Turns out reality’s resolution has nothing on Samsung’s newest screens.

There are also options for those not interested in dropping more than a hundred grand on an AI-capable TV. Samsung’s 55S90D features most of the same skills, including that excellent second-generation processor and refined HDR+ capability, for just R25,985. A R2,000 in-store Digital Experience voucher is also included. As with each of the other TVs mentioned here, these prices are valid for September 2024.

Longing for LG

The other South Korean company’s OLED screens are just as skilled and for similar reasons. When shopping for a new screen this September, whether it’s the R99,995 77in LG OLED evo G4, the R42,995 65in OLED evo C4, or the R36,995 65in OLED evo B4, you’re in for a massive serving of enhanced technology that will elevate your viewing experience.

Starting from the back, LG’s B4 throws the company’s new Alpha 8 processor at your screen. A new feature called AI Super Upscaling is part and parcel of this 4K OLED setup, greatly enhancing the detail of anything you’re watching. It’s helped by AI Noise Reduction and AI Super Resolution, two more features dedicated to creating the best experience you can get from your TV.

Further up the ladder is LG’s C4, a 64in 4K OLED toting the company’s (even more) advanced Alpha 9 Gen7 processor. It’s capable of the same AI upscaling functions as its smaller brother but the results are even finer tuned than the B4. Brightness Booster increases dynamic range and puts more detail into the shadows on your screen and the AI Picture Wizard will perform what seems like actual magic for your TV.

LG’s G4 is an absolute monster. AI upscaling is handled by the Alpha 11 AI processor, but it’s not just the number that’s bigger for this 77in screen. Everything is better and faster – there’s a 144Hz refresh rate, Dolby Vision and Atmos support, LG’s best Brightness Booster, and a unique and stylish wall-mount system to immerse you so deeply in your screen that you’ll never want to leave.

The true Digital Experience

Of course, you’ll have to leave your living room at least a little to place one of the best AI TVs in your home. Whether that means visiting Digital Experience’s showrooms in Johannesburg this September or briefly stepping away from one screen to check out another, knowledgeable staff are ready to help you make the very best choice for your viewing needs. And budget.

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Visit The Digital Experience at the Fourways Crossing, Johannesburg showroom and say hi to the knowledgeable staff who can guide you through your audio-visual journey, or pop into the online store and get amazing deals no matter where you are in South Africa. As with having that vision, the choice of how to go about it is entirely yours.

Stacked with Samsung

Getting to the ‘vision’ portion of the quest right away, expect a set of Samsung specials that will set your world alight. Go big with the Samsung QN900C, the South Korean giant’s 85-inch 8K TV set for just R99,895, a saving of R70,000 from the regular retail price.

Other Samsung specials are suited to wallets of all sizes. The Samsung CU7000 series is available in sizes from 43in to 75in, with the latter representing the best value. Not only are you paying just R14,895 for 75 inches of high-end television screen, you’ll also net a R1,000 Digital Experience voucher to go with it.

Jumping right into the ‘sound’ side, the 85-inch Samsung Q7C QLED TV is available for just R34,895 and ships with a free Samsung HWB650 soundbar (worth R4,000). If you’re keen to sort out your home entertainment needs in one fell swoop, this is the way to do it.

Suddenly, Sonos

Going all-in on audio, music fans can kit out their homes with some of Sonos’ most recent kit. You could select individual items or you could blast the neighbours out of bed with a Sonos Arc, Sonos Sub G3, and dual Sonos Era 300 Spatial Audio speakers

for a combined price of less than R65,000.

Homes that don’t need to be heard from space can do the same thing but for smaller rooms. The excellent compact Sonos Ray soundbar and an accompanying Sonos Sub Mini are up for grabs at just R15,995. This represents a saving of R3,000 on the combined price.

Take the audio on the move with the upgraded Sonos Move 2, the audio specialist’s best portable unit. Save R3,400 and pay just R9,795 for this elongated cube of amazing audio. Or check out The Digital Experience, online or in person, for more amazing Sonos deals.

An Apple a day

Music and movies don’t just live inside home theatre systems. Mobile devices, like smartphones, laptops, and tablets, also do their share of showing off sound and vision. Apple makes some of the best examples of smartphone and tablet on the planet and these are all available from The Digital Experience in its role as an Authorised Apple Reseller. You can also look forward to free countrywide delivery on Apple products.

Pick up excellent deals on Apple’s MacBook Air, with the M1 version setting you back a mere R14,995. In Apple terms, that’s the same as stealing it. MacBook Air M2 and MacBook Pro M2 units are just as attractively priced.

iPhones and iPads are just as well represented in the Digital Experience Sound and Vision sale. Bag bargains on the iPhone 13 and iPhone 15 as well as a slew of iPad products. 9^th and 10^th generation iPads are down to R9,495 and R10,995 respectively and pricing for iPad Pro M2 units will lift your eyebrows even further.

Names and faces

If it’s big in the audio-visual space, The Digital Experience has it on a competitive special for the month of July. Sennheiser, Yamaha, Jabra, Sony, and others have an extensive catalogue of headphones and speakers for your perusal and approval.

Hyper-premium audio brands like Kef and Bowers and Wilkins have loads of kit to elevate your entertainment areas while South Korean outfit LG has a range of new products up for pre-order.

So what are you waiting for? Travel over to The Digital Experience, either virtually or in real-space, and find out how much money you can save on the best gear you could possibly stick into your living room.

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All it takes is a brief trip to The Digital Experience’s Fourways showroom in Johannesburg, or a similar speedy browse through the well-stocked website, and you’ll be well on your way to upskilling your home in a way that will serve your family for years to come. Premium brands like Dyson, Samsung, LG, Smeg, Bosch, Siemens, and more line the shelves, just waiting for you to make them your own.

Winter is here

Starting with the most pressing need right now, climate control options from Delonghi, Samsung, and British engineering geniuses Dyson offer options to either warm (which is essential as South Africa slides into winter) or cool your home. Dyson’s Purifier Autoreact is just what you need, with the Hot+Cool model purifying the air in your immediate space even as it alters temperatures.

Samsung air conditioners offer per-room cooling and heating solutions depending on your budget, while Delonghi oil heaters offer substantial winter warmth without the sort of power bill generated by element heaters. They also do a cost-effective gas heater for those nights when you don’t have electricity.

That’s cool, man

Humans desire warmth but every home also features at least one cold spot. That cold spot, colloquially known as a refrigerator, is essential to keeping food preserved, drinks neatly chilled, and also acts as a congregation spot for any teenagers in the household. Science probably has an answer for that last point but you really shouldn’t skimp on your fridge.

Whether it’s a basic single-door Bosch, a Snomaster bar fridge, or a massive LG or Samsung side-by-side, The Digital Experience’s premium range of fridges has the options you require to ensure that everything is perfectly preserved in your home. If that includes a 116-bottle Smeg wine chiller… well, so be it.  They also have fridges and wine coolers from Liebherr.

Get into the kitchen

Everything you could possibly stuff into a kitchen, except for a carload of groceries and your own personal Gordon Ramsey, is available inside The Digital Experiences showroom. Whether it’s the physical or digital version of said showroom is up to you but don’t miss out on the finest selection of stoves, ovens, gas ranges, and extractor systems this side of a Michelin Star restaurant.

An excellent selection of microwaves from LG, Bosch, Samsung, and Smeg offer less messy cooking options while the remainder of kitchen tech, from air fryers to kettles, mixes, blenders, and juicers are all just waiting for you to perfectly match them and haul them home.

Home run

Every other home appliance category is also served. Vacuum cleaners, from Dyson and other high-tech brands? You’ll find what you’re looking for here. Coffee machines to suit all tastes and budgets? Ditto. How about washing machines from the biggest names in tech? Did you know that Smeg makes a front-loading washing machine? If you’d asked the folks at The Digital Experience, you would have.

Kitting your home with the products needed to make life as simple and convenient as possible doesn’t get simpler. Just pop on over to the knowledgeable folks at The Digital Experience, or peruse their well-stocked online site, and your chosen products could be on the way to your home about as fast as it takes for an online payment to clear. Deliveries via the online store ship all over South Africa so you needn’t be a Johannesburg native to take advantage of the best online home goods store in the country. Don’t delay. Check them out today.

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Whatever your aural expectations, knowledgeable staff are on hand to help you make the best possible choices for your ears. It doesn’t matter if you’re looking to amp up your personal space or give your entire home a satisfying rumble when the bass drops, The Digital Experience has you covered.

Sounds alive

Portable audio is extensively covered in-store. There are truly portable units, designed to be carried around wherever you are, from brands like Apple, Bowers and Wilkens, JBL, and others, and also wireless speakers from audio giant Denon to compliment your home setup with minimal er… set-up.

There’s also the option of a new generation of smart speakers designed to function as an aesthetic addition to a smart home. Issue commands to and get responses from Sonos, Harman Kardon, and JBL speakers – all available from The Digital Experience.

Embrace tradition

Some audiophiles are firm traditionalists. There’s a reason for that. A detailed plan for effective audio, using a selection of free-standing speakers from a range of high-end brands, is always a crowd-pleaser. Even if it’s only a crowd of one.

Expect surround sound options, outdoor-compatible units, and even in-ceiling speakers that will let you craft the audio experience you’ve always been craving. It’s the makings of the ultimate home theatre setup, under a single roof.

Speaking of home theatres, The Digital Experience also hosts a full complement of AV receivers and Blu-ray players to finish off the finer points of your home’s aural capabilities.

All the bits

Speakers have never made a sound system on their own. Sure, they’re an integral component but see how far you get without the finest pre-amps, power amplifiers, stereo-integrated amplifiers, and stereo receivers in the business. A collection of subwoofers, CD players, turntables, and even microphones come together to provide the clearest, sharpest audio you’ve ever heard. You’ll also find high-res WiFi audio streamers for the picking.

Finally, there are speaker stands and other accessories to help facilitate your home audio setup. Keep it unobtrusive or point it at your noisy neighbours for a little revenge. The folks at The Digital Experience will sell you the bits. How you put them to use is up to you.

To give your ears a taste of the best audio they’re ever likely to encounter this side of Hans Zimmer’s living room, head over to Fourways Crossing and pay The Digital Experience a visit. If you’re not in the area, stop by their website. Deliveries can be shipped nationally, so you’re never more than a click away from the sound you really deserve.

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