Samsung Electronics today announced that it will host an exhibition titled “Design is an Act of Love” at Milan Design Week 2026. Immersive in nature, the exhibition will explore the Human Side of Tech through a dialogue between experimental concepts and the latest commercial products.

The exhibition takes the form of Samsung Design Open Lab, a space imagined as a laboratory for exploration, experimentation and discovery. Within the space, Samsung invites visitors to explore how ideas take shape, offering a glimpse of how human-centered and expressive design can transform technology into a more personal, emotional and meaningful presence in everyday life.

What visitors experience in Milan represents a moment in an ongoing journey — an early expression of how Samsung is reimagining the relationship between technology and everyday life, as well as a signal of the direction in which its design vision is headed.

As part of the program, Samsung will host a Design Talk session in collaboration with Dezeen on April 22, where it will share perspectives on the evolving relationship between design and humanity.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine disciplines: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Today, design goes far beyond products or user interfaces. It shapes meaningful experiences that resonate with people.” said Mauro Porcini, President and Chief Design Officer of Device eXperience (DX) Division at Samsung Electronics. “Human-centered design will remain at the heart of our efforts — deepening immersion and advancing responsible innovation.”

Two Gold Awards Recognize Designs That Enriches People’s Lives

Music Studio 5, at first glance, is a classic rectangular speaker, but a closer look reveals its unique details such as the finely perforated grille that conceals the high performing audio units. Dynamic front lighting helps the user easily identify key functions and the timeless design integrates seamlessly into any space while capturing the elegance of an objet d’art. Yet the shape is novel and pure, signaling an expressive presence in the room. Music Studio 5 is also prepared to connect to a Samsung TV through the novel Q-Symphony wireless interface resulting in a true cinema-like experience at home.

Advanced Design Concepts for Appliance Accessories – named as ‘Samsung Home Appliances Accessories’ designated three colors for accessories – such as filters for vacuum cleaner and air purifiers – depending on their maintenance requirements and disposal methods. Through this design improvement, users can more easily recognize the needs of their accessories, especially if they have changed or been updated.

77 Awards Ranging From TVs to Home Appliances to Smartphones

Samsung Electronics’ 77 wins came across all design disciplines. In addition to the Gold Awards for the ‘Music Studio 5’ and ‘Advanced Design Concepts for Appliance Accessories, Samsung received awards in the Product Design category for the S95H OLED, a TV that  features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.; The Movingstyle, a lifestyle screen that follows you; Vision AI TV, an AI interface that adapts to your context; Spatial signage’, a glasses-free 3D display that delivers an immersive visual experience; Galaxy Z Fold7, the most advanced Galaxy Z series yet, seamlessly blending precision engineering and powerful intelligence to elevate everyday interactions, all in its thinnest and lightest design to date.

Other products and services that were recognized for design excellence include One UI 7, user interface that brings AI-driven enhancement with a bold new design for greater personalization and control to the user experience; Home Insight’, a smart home feature that analyzes appliance status and user patterns to recommend optimal, personalized solutions.

Samsung Electronics’ 77 awards is showcasing our human-centric design philosophy and how technology can become an enabler for living better, longer, loud and living on. The manifestation of the human side of technology.

* Images contain elements created with the assistance of generative AI tools.

Since One UI’s announcement in 2018, One UI was designed to help you focus on what matters most with an easier, more streamlined interface. Today, it has grown into an AI-enabled Samsung experience that connects your phone, tablet, smartwatch, earbuds, laptop, TV and home appliances. Now, you can enjoy a consistent experience across your home and beyond as your Samsung ecosystem grows and evolves with you, helping you live life as you see fit.

* Content images simulated for illustrative purposes only and may differ from the actual products, UX and usage environments.

Easy, Free-Flowing Experiences

One UI across your Samsung ecosystem means you can use apps on one device and pick up where you left off on another, so your routines and experiences stay seamless. From tablet to fridge, fridge to TV or smartwatch to all three, your health updates, memories and to-do lists stay in sync — from here to there and everywhere.

* Images are simulated for illustrative purposes. Actual UX may vary.

* Images contain elements created with the assistance of generative AI tools.

Cool and Original Experiences

With One UI, the ordinary feels extraordinary as advanced technology and connectivity become part of everyday life. Every tap or gesture opens a world full of new possibilities. Chores take care of themselves while you’re fully immersed in an otherworldly adventure, and your personal assistant helps you bring the heat on the court. To others, it might seem like you have a genie ready to grant your every wish. To you, it’s just Tuesday.

* Images are simulated for illustrative purposes. Actual UX may vary.

* Images contain elements created with the assistance of generative AI tools.

Just-for-You Experiences

One UI is always with you, for the long haul and the small victories. Whether you’re crushing your goals, eating a bit healthier or simply getting through the day, One UI stays by your side morning, noon and night. Think of it as a little pick-me-up — wake up and get status updates on your sleep and schedule, keep track of your target goals and reflect on the day’s highs when it’s all over.

* Images are simulated for illustrative purposes. Actual UX may vary.

* Images are simulated for illustrative purposes. Actual UX may vary.

Your life, your way, every day — from one device to another, at home or on the go. This is just the beginning.

This philosophy has earned recognition on the global stage. At the 2025 International Design Excellence Awards (IDEA), Samsung received a Gold Award for its “Samsung Inclusive Essentials” concept in the Concepts & Speculative Design category. The award highlights not only innovations in design but also meaningful improvements in usability and social contribution.

Through Samsung Inclusive Essentials, Samsung aims to help all users understand and manage their appliances independently. As such, the design concept standardizes the shape and color of buttons and incorporates multiple senses including sight, sound and touch so that essential functions can be recognized instantly and used seamlessly.

October 15 marks International White Cane Safety Day, established by the World Blind Union to promote and protect the rights of people with visual impairments. To commemorate the day, Samsung Newsroom sat down with Dahwe Park of the Digital Appliances (DA) Business’s FX Design Group and Hyunbin Shin of the DA Business’s Design Innovation Group, who both contributed to the award-winning concept. They shared their insights on the thinking behind Samsung Inclusive Essentials and the goals it seeks to achieve.

▲ (From left) Dahwe Park and Hyunbin Shin

Q. What motivated the development of Samsung Inclusive Essentials for home appliances?

Park: The latest appliance design has been moving toward simplification — doors that open with a touch instead of a handle and digital displays instead of physical buttons. For older adults and those with visual impairments, these changes have made appliances harder to use. We wanted to break down these barriers and create products that everyone could operate conveniently.

Shin: We analyzed the entire user journey from installation and use to management and maintenance. For instance, the same ‘I’-shaped marking was used inconsistently across products — sometimes to indicate a push button and other times a pull action, which made it difficult for users with visual impairments to operate appliances on their own. To address this, we standardized shapes to match their functions, simplifying and unifying them into more intuitive forms.

▲ By standardizing button shapes to clearly represent the needed actions — such as push, pull, touch and rotate — and unifying the icons used across products, Samsung Inclusive Essentials enhances clarity and makes controls more intuitive.

Q. How does this solution differ from conventional accessibility design?

Park: Traditional accessibility design often relied on adding separate functions or devices. However, user testing has shown that people with visual impairments prefer not to depend on accessories like Braille stickers or add-ons but would rather use the appliance in its original form like everyone else. Our solution improves the core design itself — without attachments — so that anyone can operate the product independently.

Shin: For the main control areas, we applied a multimodal design that combines sensory elements such as shape, texture, color, lighting and sound. Consistent feedback signals are integrated across the product so that users can recognize and operate its features more easily. Instead of flat printed icons, buttons are embossed and outlined so they can be identified by touch.

▲ Color-coding the caps of water and detergent containers makes it easy to recognize what they’re containing at a glance — without the need to read small icons.

▲ Buttons with raised outlines make it easy for people to locate them by touch alone.

Q. Was there any feedback from user testing that left a strong impression?

Shin: We conducted multiple user tests at a local welfare center for people with visual impairments and were struck by how many of them live alone. One participant who had lost his sight later in life shared how his independence had diminished and how difficult it felt to constantly rely on others. When he traced the embossed buttons with his fingers, he said, “It may seem like a small detail, but it makes me feel respected and considered. Now I feel that I can use appliances on my own.” That moment resonated deeply with our entire team.

Park: Samsung Inclusive Essentials shows how even small changes can help people with visual impairments live independently without external assistance. It enhances autonomy, supports a more self-directed way of living and reduces the burden on families and caregivers. For individuals with visual impairments living alone, it can be an essential means of ensuring their right to a decent standard of living.

Q. It sounds like this design concept benefits not only people with low vision but all users.

Park: Exactly. Samsung Inclusive Essentials improves the fundamental elements of products in an inclusive way. For example, high-contrast colors help people with low vision, but they also allow other users to recognize controls more quickly. Beyond simply enlarging text or changing icons, we used signals such as shape and color to make appliances easier for everyone to identify and operate in different situations.

Shin: People with visual impairments may seem like a small group, but about one in every 210 people in South Korea is affected. And many people experience difficulties in their daily lives due to decreased vision caused by eye disease or presbyopia. Our solution was designed not just for people with disabilities, but to make appliances more accessible and convenient to use for all.

Q. How do you envision the future of Samsung Inclusive Essentials, and what goals do you hope to achieve?

Shin: While this project focused on people with visual impairments, our aim is to listen more broadly to users who face different challenges in daily life. We want to design appliances that address diverse needs. Samsung Inclusive Essentials goes beyond home appliances simply “usable by everyone” — it is about enabling more dignified and autonomous lives. Regardless of disability, age or environment, every user should be able to experience technology and products equally. We will continue refining our design solutions to achieve that vision.

Park: Samsung Inclusive Essentials is not just about improving features — it’s a user-centric mindset. Imagine turning on a washing machine by simply touching anywhere on the display without having to search for a small power button or opening a dishwasher without locating a specific sensor on the door. Imagine reducing the hassle of water tank and mop cloth maintenance in a robot vacuum by adopting direct water supply systems. All of these illustrate the direction inclusive design should take — making everyday interactions simpler and more seamless.

Samsung Inclusive Essentials begins with small gestures of consideration and grows into meaningful, positive user experiences. With this philosophy, Samsung appliances move beyond accessibility features to embody the design values that enhance usability — empowering everyone to understand, operate and use the products independently, with confidence.

IDEA, one of the world’s most prestigious design awards programs was founded by the Industrial Designers Society of America (IDSA) in 1980. This year, IDEA has selected winners across 20 categories, including Home, Consumer Technology and Digital Interaction. Key evaluation criteria include Design Innovation, Benefit to User, Benefit to Society and more.

Guided by evolving values and innovative technology, Samsung’s design principles have been recognized for creating products that place people’s lifestyles and experiences at the forefront.

“Innovation born from advanced technology and human empathy enriches our people’s lives,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “We are dedicated to not only pushing boundaries of technology, but also cultivating meaningful connections that bring us closer to a brighter, more connected future together.”

Samsung Earns Two Gold Awards

The following exciting innovations received Gold awards, the highest honor at IDEA 2025:

• Samsung Mobile Design Visual Identity System — a design system that connects the diverse form factors of the Galaxy series under a unified visual identity. The system refined each form factor into an intuitive shape and extended the application of the system beyond packaging to include books, films and retail stores, aiming to effectively communicate the brand message of ‘Essential’ across multiple platforms.

• Advanced Concepts for Visually Impaired Users in Home Appliances — named as ‘Samsung Inclusive Essentials’— a visionary design aimed at enhancing accessibility for everyone, including visually impaired and elderly individuals. By standardizing shapes and colors and integrating embossing, sound and lighting into key components, it provides both visual, auditory and tactile guidance, enabling low-vision users to intuitively and conveniently interact with products.

Samsung Earns Three Silver Awards

Samsung also secured three Silver awards for these cutting-edge technologies:

• Galaxy Tab S10 Series — Samsung’s first tablets built with AI enhancements offer 3D Map View, which gives a visual overview of the home and all connected devices to streamline device management across the SmartThings ecosystem.

• Advanced Concept for Samsung Smart Modular House — a visionary living space for future innovation, is designed to embrace AI and advanced IT with an architecture that can be flexibly expanded to an evolving lifestyle.

• Digital Twin — a next-generation AI-powered b.IoT solution for smart building management that enables intuitive operations and energy optimization through 3D-based technology, offering efficient and sustainable solutions.

Samsung Wins Three Bronze Awards

These three products took home Bronze awards for their harmonious designs:

• The Galaxy S24 FE — enhances the user experience with Galaxy AI-powered photography and an advanced camera setup that empowers users to be more creative. Featuring a large screen, thin bezels, a refined color palette and high-quality materials, it delivers a premium mobile experience to more users.

• Samsung Vision AI Onscreen Story — a visual representation of Samsung’s TV branding under the concept of “Endless Wonder.”

• The EHS MONO Outdoor-Indoor System — a home heat pump device equipped with SmartThings and the AI Home touchscreen for more convenient energy management.

From Product to UX Design, a Total of 39 TVs, Home Appliances and Smartphones Named Finalists

A wide range of Samsung designs were named Featured Finalists, including:

• The Galaxy Z Fold6 & Z Flip6 — redefine the future of mobile technology by combining innovative foldable form factors with Galaxy AI, offering seamless mobile experiences and unparalleled versatility for users.
• The Smart Monitor M9 (M90SF model) — brings together the brilliance of a 4K OLED display and AI features like 4K AI Upscaling Pro, AI Picture Optimizer and Active Voice Amplifier (AVA) Pro to consistently provide reliable, high-quality entertainment.
• The Bespoke AI Laundry Hub — a sleek, space-saving stacked washer and dryer featuring an AI Home touchscreen, delivering seamless integration and intelligent laundry solutions. (Currently sold in Korea only)
• The Newfound Equilibrium Exhibition — showcases Samsung’s user-centered design philosophy, with an aim to inspire vision for a better future that encompasses the balance between people and technology.

The Galaxy Z series has set the standard for foldable phones from its very first launch, with a new release every year. Now in its seventh chapter, the latest design revisits where it all started. The Galaxy Z Fold7 and Z Flip7 are the result of refinements made over each year of innovation. Samsung Newsroom spoke with Hubert Lee, Head of the Design Team and Huichul Yang, Head of the UX (User eXperience) Team, both part of the Mobile eXperience (MX) Business at Samsung Electronics, to discover the story behind the products and the designers’ persistent pursuit of incredible design.

* Content images simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Hubert Lee

Executive Vice President, MX Business, Samsung Electronics

Since joining as Head of the MX Design Team in late 2022, Lee has overseen the design direction for all MX product launches. With the launch of the new Galaxy Z Fold7 and Z Flip7, Lee showcases Galaxy’s ultimate pursuit of ultra-sleek and modern design.

Huichul Yang

Vice President, MX Business, Samsung Electronics

Since joining Samsung in 2005, Yang has played a pivotal role in advancing mobile UX innovation as an HCI (Human Computer Interaction) expert. Since late 2023, Yang has led the UX Team in the MX Business, crafting the mobile experiences powered by Galaxy AI.

The Essence of Foldable Design

Q. The Galaxy Z Fold7 and Z Flip7 have finally been unveiled. As the heads of the Design and UX teams, it must mean a lot to both of you.

Lee: Among the products I’ve designed at Samsung, the Galaxy Z Fold7 stands out as the one I am most proud of. Most people said, “Wow!” as soon as they saw it. It’s the thinnest, lightest Galaxy Z Fold series model yet. I believe it captures the essence of what a foldable phone can be. It’s only just been unveiled at Galaxy Unpacked 2025 in New York, but I’m confident that customers will understand its true value as they see it up close and get a feel for it in their hands.

Yang: Alongside the Galaxy Z Fold7 and Z Flip7, we also introduced One UI 8, an interface optimized for the AI experience. I believe that a sleek, modern design — paired with an intuitive interface — can really resonate with users seeking a more elevated mobile experience in this age of AI.

“The Galaxy Z series isn’t just well-made — it reaffirms our position as a pioneer and benchmark in the foldable phone market.”

— Hubert Lee, EVP, Samsung Electronics

Q. It’s clear you’re both really proud of the products. It must have taken a lot of work to get it out into the world.

Lee: The Galaxy Z series marked the very beginning of foldable phones. To solidify that symbolism, we knew we had to create a product that felt truly impressive to anyone who saw it. There was a shared understanding within the team that simply repeating what we had done in the past wouldn’t be enough to meet customer expectations. Change wasn’t a choice; it was a must. That’s why with the seventh models of the Galaxy Z series, we didn’t approach it as a refinement — we approached it as a redesign from the ground up. We approached it as if we were starting completely from scratch.

We design lifestyle products. To be part of people’s daily lives, portability is essential and reducing weight was key to achieving that. Our mobile R&D office put in a huge amount of effort in that respect. The nature of the hardware meant there was a certain weight we had to carry, but we kept wondering if we could make it just a little bit lighter. That led to a lot of research and testing. As it became lighter, it became thinner and the display larger, until we arrived at the sleek, modern form we had envisioned. The product you see is the result of countless hours of deliberation, passion and engineering.

Q. How did changes to the design of products affect the user interface?

Yang: Since One UI 6, we’ve been introducing a range of AI features as an AI companion. With One UI 8, we focused on meaningful productivity. We took advantage of the Galaxy Z Fold7’s large-screen form factor to enable users to easily compare original and AI-generated content side by side and move it seamlessly between apps.

Q. What are the changes to the Galaxy Z Flip7 UX?

Yang: One of the standout features of the Z Flip7 is its full-front FlexWindow. Gemini is now optimized for the FlexWindow, enabling quick and seamless interaction with AI — anytime you need it. It’s our new take on an AI companion — one that unfolds right in the palm of your hand. Notably, the form factor is such that the main camera faces you when folded, so now you can launch Gemini Live from the FlexWindow and ask about everyday things, like if your outfit is appropriate for the weather or your schedule for the day.

“We envisioned a new future with One UI 8 on the Galaxy Z Flip7 as an AI companion in your hand.”

 — Huichul Yang, VP, Samsung Electronics

* This background image has been created by generative AI (Macnific AI, Midjourney).

Q. The products come in a range of colors. Which one is your favorite?

Lee: I love them all but if I had to choose one, it would have to be Silver Shadow. It’s the most straightforward and simple one, but I think it represents Galaxy’s “Ultra Sleek, Ultra Modern” concept really well.

When customers buy premium products like the Galaxy Z Fold7, they tend to prefer values that feel timeless, so we really took that into consideration when choosing the colors for this series. We leveraged the metallic material to bring the colors to life in a way that expresses our design intent and complements the foldable form factor. One of the standout colors of this series is Blue Shadow. As you move the product around, the shine and sophistication are noticeable from all angles.

▲ (From left) Hubert Lee and Huichul Yang

Let’s Design Together!

Q. Even though you’re on different teams, you’ve been working on the same product. How did the Design and UX teams get connected?

Yang: Wallpaper design is where we really tend to collaborate closely. We work together to make sure the message the Design team wants to convey is properly communicated through the wallpaper, the face of the product. For One UI 7, we aligned the product’s corner radius with the One UI icon geometry. We’ll continue to align the GUI (Graphic user interface) with the underlying style of the product for future releases, too.

“Designing with the authentic mindset that we are all one team — this, I believe, is the most important attitude we need to break silos and grow together.”

 — Hubert Lee, EVP, Samsung Electronics

Q. How do the team members collaborate?

Lee: The Design team holds a session called Design Clinic. Group leaders and managers come together to share ongoing projects and insights. It’s not a formal meeting, but rather a relaxed gathering to share ideas over coffee and dessert. It’s an open discussion where even criticism is seen as a way to make our products better and support each other. In the MX Business’s Design team, we cover everything from smartphones and wearables to PCs, tablets, CMF (Color, material and finish) and packaging, each item with its own functions. The Design Clinic helps us gain insights from other fields or discover early-stage ideas.

Q. How do you encourage synergy between designers on the team?

Lee: I often emphasize the phrase, “Let’s Design Together.” Rather than just holding onto what they’ve been assigned, I encourage the team to think collectively about what we’re making and how we can improve it. If feedback or advice isn’t sincere, it just leads to silos between teams. Designing together as one team with an authentic, shared mindset is what I emphasize most within the organization.

Reframing the Future

Q. Aside from designers’ intuition, sensibilities and qualitative insights, do you also incorporate user testing or quantitative validation during the design planning phase?

Lee: The Design team has established a Galaxy Design principle called “Essential Design,” aimed at focusing on core value and removing unnecessary elements. It’s based on three key elements: Simple, Impactful and Emotive. We believe that when these three elements come together in harmony, they create a truly aspirational product. We use the principle and its key elements as evaluation tools during the design planning stage; through a process we call Design Analytics. We conduct evaluations with internal employees to make sure our design intent is being communicated to users effectively. We use the data and insights from this to refine current designs and even identify future products. It’s how we strengthen our design identity, and it’s an integral part of the Galaxy design process.

Q. Do you use AI in your work?

Yang: We refer to AI tools during the testing process. We’ve observed that results from AI-based virtual user testing are fairly close to tests done by recruiting actual users. This leads us to expect that AI can play a significant role in UX evaluation going forward. We’re also experimenting with AI in other ways, like testing multiple versions of motion or animation effects, or turning 2D assets into 3D or animated formats. In this way, we’re continuously learning more about how to enhance our designs with AI.

“Amid the momentum of AI, the ability to direct design will become one of the most valuable assets in making your work truly meaningful.”

 — Huichul Yang, VP, Samsung Electronics

▲ (From left) Huichul Yang and Hubert Lee

Q. The age we live in is constantly changing. What kind of mindset and vision should guide designers today?

Yang: AI is a new momentum for designers. There are more and more of us thinking about how to use AI to make our work more meaningful. I believe those who show interest in how the world is changing and make new tools their own will be the ones leading in the age of AI. Some say designers will fade away as AI advances, but I see it differently. Design direction, the ability to guide AI creations and enrich them, is bound to become even more essential.

Lee: When it comes to new devices like foldable products, we’re not designing features. We’re designing the entire experience. I believe it’s our role as designers to deeply consider why a device folds, why it unfolds and what kind of value and convenience those actions should provide. That’s because we’re not just product designers, we’re lifestyle designers, and in the end, the user is the most important part of all. We have to read the trends constantly and keep asking ourselves what users truly need. To me, design that makes their lives better is design that’s truly meaningful.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation and change is truly extraordinary. In this rapidly evolving world, the human element — our thoughts, emotions, aspirations and needs — matters more than ever. Even as technology takes the lead, we believe our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives — to design tools and experiences that help them live better, longer and more meaningfully, by taming technology in service of humanity.

Samsung Electronics is a worldwide leader in tech and already plays an essential role in the lives of billions around the globe. Through our products, we help you clean your home, wash your clothes and dishes, preserve your food, store your memories, stay entertained, stay connected and express yourself — whether at home, on the move or in public spaces. This reach is both a tremendous privilege and, in the age of AI and accelerated technological change, an incredible opportunity and an immense responsibility.

That sense of purpose is what inspired me to join Samsung this year, after more than two decades as a designer and business leader across industries and cultures. I was drawn by the possibility to help reimagine the relationship between people and technology — putting humans at the heart of our product universe, to create a world where innovation truly supports and enhances our lives, unlocking, amplifying and elevating the human side of technology.

Rewriting the Code of a Design-Driven Company

To me, design is far more than a product or a user interface. It’s more than the interplay of form and function. I like to define design as the art of dreaming, crafting and taking to life distinctive solutions, meaningful experiences and authentic stories that deeply resonate with people’s needs and aspirations. In this sense, form and function follow meaning. Design becomes a force for purposeful innovation — one that begins and ends with people.

Across Samsung’s product portfolio, design serves as a language — one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, features into feelings. In a time of accelerating complexity, design is how we restore clarity and foster deeper connections — with ourselves, our cultures and our lives.

Samsung’s commitment to design thinking dates back to 1996, when it declared the “Year of Design Revolution.” That year marked a turning point, with design officially recognized as a core strategic asset. With a “human-centered design philosophy” at its heart, Samsung laid the foundation for a design ethos that continues to evolve and grow.

Now, in the era of AI, our challenge is to build upon that legacy — to amplify its intent, refine its spirit and redefine what design means in a new cultural and technological landscape. Products can be copied, but a design philosophy — its purpose and point of view — cannot be replicated. This is why culture matters. For individuals and for organizations alike, consistency, authentic creativity and genuine care at every touchpoint are what set great companies apart.

A New Challenge to Everyday Innovation

Today, Samsung innovations are already transforming everyday life. Robot vacuum cleaners quietly maintain our homes. Smartwatches provide real-time insights into our health. Intelligent appliances, from washing machines to dishwashers, offer greater efficiency, performance and ease of use. Smart refrigerators adapt to our habits to keep food fresher for longer. Our screens deliver breathtaking visuals, our audio systems fill rooms with immersive soundscapes, and our smartphones, tablets and wearables keep us connected through intuitive design and purposeful features.

All of this is remarkable. Yet, the real frontier lies in something greater: the seamless integration of all these devices into a coherent, human-centered journey. We’re not just designing individual products — we’re designing an ecosystem of experiences. We’re redefining what “smart” really means by infusing technology with empathy, meaning and emotional resonance.

Samsung’s design now goes beyond the object. It places thoughtful connections, insightful information, and intentional emotions at the center. Through a cohesive design experience across our entire ecosystem — from mobile to TV to home appliances — we’re committed to enriching every interaction.

Our vision is a future where design brings warmth to innovation, and where technology helps us not only do more — but live longer, live better, and live more connected, and more meaningfully, creating an empathetic layer between people and their environments. This personal field of emotionally attuned, physiologically aware, and ethically governed technologies interconnects to form constellations of care — enabling shared rhythms and deeper connection across the home, family and community.

The Future Is Emotional, Meaningful, Connected Intelligence

The next frontier of smart technology must offer more than just functionality. With Samsung’s advancements in AI, empowered by hardware and software, we are unlocking a new dimension of emotional intelligence — where technology doesn’t just work for us, but resonates with us.

What excites me most about AI in product design is how it enables us to listen, learn and craft experiences that feel deeply personal. As intelligence becomes ambient — woven seamlessly into our everyday devices — design takes on a greater responsibility: to ensure that intelligence feels warm, human and caring. We’re shifting from devices that demand our attention to those that pay attention, anticipating needs, adapting preferences and forming meaningful relationships with users.

We’re envisioning an ecosystem where intelligence isn’t confined to one device, but exists around you — quiet, empathetic, always present when needed, and gracefully invisible when not. Samsung’s holistic approach to AI spans across the entire ecosystem — from smartphones to TVs, wearables to home appliances — transforming each product into a thoughtful companion in your daily life.

Imagine a TV that mirrors your mood. A refrigerator that understands your dietary goals. A watch or ring that knows when you need rest, and gently guides you toward better mental and physical wellbeing. This is not just innovation — it’s a design philosophy where intelligence surrounds you, senses you, learns from you and ultimately adapts to serve you better. Each product becomes part of a larger, unified story, grounded in empathy, awareness and care.

Design as a Force for Meaning — And for a Better Tomorrow

Technology will always continue to evolve. But what truly matters is the meaning it brings — to individuals and to society. At Samsung, we innovate not just because we can, but because we care. It starts with a sincere commitment to people and a deep sense of responsibility for the impact we create.

What has always inspired me about Samsung is its belief in openness — not just as a platform strategy, but as a cultural principle. Openness to collaboration. Openness to bold, unconventional ideas. Openness to meeting people where they are. This spirit of openness removes barriers, fuels connection and sets the stage for truly meaningful innovation.

These are the values that have shaped my career and the principles I believe will drive our industry forward. They reflect a shared mission: to build technology that enriches human life, with empathy at its core.

Through our love for humanity and our clear vision for the future, we invite you to join us on this journey — one shaped by Samsung Design, and guided by purpose, care and imagination.

Organized in celebration of Global Accessibility Awareness Day (GAAD), this year’s AFW is the result of close collaboration between the CDO at Samsung Electronics Corporation (SEC), Samsung Electronics Europe Office (EO), Samsung Design Europe (SDE), Samsung R&D Institute UK (SRUK) and SEUK — all of which make up the AFW task force.

First held at Samsung Seoul R&D Campus in 2023, AFW serves as a platform to reinforce and expand the company’s commitment to accessibility among employees. Samsung Newsroom visited this year’s edition in Europe to witness how that vision is being brought to life.

Day 1: Learning From Europe’s Accessibility Practices

AFW opened on May 13 with an Inspiration Tour, bringing together accessibility leaders from SEC and members of the AFW task force to explore exemplary accessibility practices across Europe and inspire future initiatives.

Participants visited Samsung KX in King’s Cross, London — recognized as a model for inclusive retail — where they examined products through the lens of accessibility and observed how inclusive design shapes the in-store customer experience.

▲ Inspiration Tour at Samsung KX in King’s Cross, London

▲ Visiting Google’s Accessibility Discovery Center, London

In the afternoon, the group visited the Accessibility Discovery Center at Google King’s Cross to engage with real-world solutions designed to better support people with a wide range of disabilities.

“The Inspiration Tour broadened my perspective on accessibility,” said Youngkyung Jung from the User Experience (UX) Strategy Group, CDO. “So many breakthroughs in accessibility come from collaboration between companies, and today’s program showed how powerful inclusive partnerships can be.”

Day 2: Driving Innovation Through a Cross-Functional Accessibility Symposium

Samsung held an accessibility symposium at the SEUK office on the morning of May 14, welcoming employees from CDO, EO, SDE, SRUK and SEUK. Colleagues from various departments including People, Workplace Solutions and Employee Resource Groups — along with planning, design, development and marketing teams — shared their experiences and strategies for embedding accessibility into their work.

Discussions covered current accessibility trends, accessibility in UX strategy including UX evaluation framework, practical R&D insights and more. Team members openly exchanged lived-in experience and ideas with one another, finding common ground to build stronger connections across regions and functions.

▲ Employees networking and engaging in discussions at the Symposium

“Accessibility features originally designed for users with disabilities often become essential tools that benefit everyone,” said Ray Jessel from EO Marketing. “It was especially helpful for my work to hear the unique experiences of different departments.”

Day 3: Building a Shared Accessibility Vision for Inclusive Innovation

To mark GAAD on May 15, Samsung is hosting a special session at the SEUK office to share its accessibility strategy and future vision for inclusive innovation with employees across Europe.

The event will begin with an opening speech from Simon Sung, President and CEO of Samsung Electronics Europe, who will emphasize accessibility as a core value in advancing Samsung’s global vision and encourage teams across the region to champion accessibility innovation with a unified voice.

EVP Jinsoo Kim, Head of CDO Design Strategy Team and Accessibility Committee at SEC, will join the session in person to meet with employees, highlight the company’s accessibility principles and speak on the significance of AFW as the company looks toward a more inclusive future.

Accessibility leaders from various business divisions at SEC will then introduce product-specific strategies and key features prioritized for the year. Through these presentations, employees are expected to gain a clearer understanding of Samsung’s accessibility roadmap and align on a shared vision for customer-first, inclusive innovation. The keynote will be livestreamed to teams across Europe.

▲ Day 3 Keynote Speech Schedule

In the afternoon, a hands-on workshop will be held with experts from the external community group Studio Exception¹ — a design and innovation consultancy focused on inclusive design. Registered employees will have the opportunity to explore inclusive design thinking and reflect on how to apply it to their day-to-day work.

“AFW has been an inspiring and meaningful experience for us in Europe. Accessibility is no longer optional — it’s a strategic imperative that defines future competitiveness,” said Alice Jackson from the SEUK People Team. “It was especially impactful to have people from SEC visit Europe and deliver such a clear, unified message. This event has created a powerful sense of shared purpose, understanding and empathy — values we are passionate about in our efforts to support our colleagues and future talent at Samsung.”

▲ Employees exploring the AFW exhibition displayed in the Atrium

As the three-day AFW draws to a close, momentum and optimism continue to grow among employees. Samsung hopes AFW will help foster a lasting culture of inclusive innovation — one that goes beyond convenience to deliver better experiences for all.

¹Studio Exception is an inclusive design and research agency that aims to create better products and services by focusing on the experiences of diverse individuals, especially those who are often excluded from mainstream design

Mr. Porcini was born in Italy and holds a bachelor’s and master’s degree in Industrial Design from Politecnico di Milano in Milan, Italy. At PepsiCo, he was credited with outstanding leadership of the company’s design teams and was recognized as a leader in design innovation, contributing to product designs as well as the entire company’s design process and maximizing the brand experience.

With the addition of Mr. Porcini, Samsung Electronics plans to further strengthen its design capabilities across all business areas, including mobile, TV and home appliances.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine categories: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Innovation with AI can help resonate with our customers through the power of design” said TM Roh, President and Head of the Corporate Design Center at Samsung Electronics. “We will strive to provide designs that harmonize with consumers’ changing lifestyles and contribute to society and the lives of our consumers.”

Two Gold Awards Recognize Designs That Offer Customized Experiences for Different Lifestyles

Ballie,¹ an AI companion robot for the home, acts as a personal assistant that can autonomously drive around the home to complete various tasks. By connecting to and managing home appliances, Ballie can provide a helping hand to users in many situations — continually learning from users’ patterns and habits to provide smarter, more personalized services.

Advanced concept package design for small portable projectors — named as ‘Sustainable Design & Communication, BOJAGI’ — was inspired by a traditional Korean tool called bojagi. The design was implemented using scrap fabric, and was designed to be able to package and sustainably be reused regardless of its shape.

58 Awards Ranging From TVs to Home Appliances to Smartphones

Samsung Electronics’ 58 wins came across all design categories. In addition to the Gold Awards for the ‘Ballie’ and ‘BOJAGI’, Samsung received awards in the Product Design category for the Bespoke AI Laundry Combo, an all-in-one washer and dryer; Galaxy Ring, a wearable device packed with Samsung’s powerful sensor technology and Galaxy AI capabilities to help users keep track of their health by simply wearing it on their finger; and the Neo QLED 8K, a TV that provides an immersive experience with the infinity air design.

Other products and services that were recognized for design excellence include Foldable Galaxy AI UX, Bespoke refrigerator UX and the Newfound Equilibrium exhibition at Milan Design Week 2024. Foldable Galaxy AI UX enables seamless communication anywhere, anytime with AI-based mobile features like Live Translate, which enables easy conversations with someone in another language. And thanks to the dual screen functionality of Galaxy Z series, you can switch your device into FlexMode so both parties can see the conversation translated in a more natural way. Bespoke refrigerator UX provides various experiences that simplify user’s lives, such as managing food lists and controlling connected devices. And the Newfound Equilibrium exhibition showcases Samsung’s user centered design philosophy with an aim to inspire vision for a better future that encompasses the balance between people and technology.

¹ Will be available in the first half of 2025 and availability may vary by region.

IDEA — one of the world’s most prestigious design awards programs — is held by the Industrial Designers Society of America (IDSA). Founded in 1980, IDEA acknowledges achievements in industrial design. This year, IDEA has selected winners in 20 categories, including Home, Consumer Technology and Digital Interaction. Key criteria for evaluation also include Design Innovation, Benefit to User, Benefit to Society and more.

Samsung’s design reflects the company’s changing values and innovative technology. The company was recognized for its excellence in design centered on consumer lifestyles and experiences.

“These awards serve as important validation of our relentless commitment to pushing the boundaries of design while still ensuring our creations resonate with people,” said TM Roh, President and Head of the Corporate Design Center at Samsung Electronics. “As we move forward, we’ll maintain a keen focus on developing innovative designs that both enrich the lives of our users and also stay true to each product’s essence.”

Samsung Earned Two Gold Awards for These Exciting Innovations:

• Galaxy AI UX introduces meaningful intelligence aimed at enhancing every part of life, especially by enabling seamless communication anywhere, anytime. The features it brings can be conveniently used in daily life — with Interpreter defying language barriers, Live Translate automatically translating voice calls, Note Assist enabling users to create intelligent summaries of their notes, Browsing Assist allowing them to summarize and translate webpages and Chat Assist letting them text in the language in which they’re most comfortable.

• Advanced Design Concepts for Appliance Accessories — named as ‘Sustainable Design Identity for Home Appliances Accessories’ designated three colors for accessories — such as filters for vacuum cleaners and air purifiers — depending on their maintenance requirements and disposal methods. Through this design improvement, users can more easily recognize the needs of their accessories, especially if they have changed or been updated.

Samsung Earned a Silver Award for This Cutting-Edge Product:

• Galaxy Z Flip 5, a foldable smartphone that uses a new form factor and a larger cover display to maximize the user experience.

Samsung Earned Two Bronze Awards for These Harmonious Designs:

• The Galaxy Tab S9 Series blends the portability of a tablet with the powerful functionality of a laptop. Its versatile format and robust tools and apps make it a surprising productivity powerhouse throughout the day.

• AI Vision Inside¹  recognizes up to 33 fresh food items as they enter and leave the Bespoke 4-Door Flex Refrigerator with AI Family Hub+² and then fills out the user’s Food List.

From Product to UX Design, a Total of 45 Awards for TVs, Home Appliances and Smartphones

A wide range of Samsung designs were named Finalists, including:

• The Neo QLED 8K, a TV that provides an immersive experience with the infinity air design.
• The Music Frame, a customizable wireless speaker designed to seamlessly blend into its surroundings.
• The Bespoke AI Laundry Combo, an all-in-one washer and dryer.
• The Easy Setting Box, which allows users to partition screens into multiple sections for enhanced multitasking and productivity. It also provides the functionality of both a PC and smart monitor using a single mouse, without a remote control.
• The Galaxy Z Flip5 Maison Margiela Edition Package is a special collaboration with the Parisian Haute Couture house Maison Margiela, reflecting their unfinished style by utilizing a distinct stitching pattern in the center of the flap. The paper-based woven book cloth fabric covering the package’s exterior seamlessly blends the device with the haute couture aesthetic of Maison Margiela’s atelier.

¹ As of March 2024, AI Vision Inside can recognize up to 33 food items, such as fresh fruits and vegetables. If a food item is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the refrigerator door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
² Naming is different by region. North America: Bespoke 4-Door Flex Refrigerator with AI Family Hub+, Latin America: Bespoke 4-Door French Door Refrigerator with AI Family Hub+.

The Galaxy Z Fold6 and Z Flip6 embody modern, sleek design. Through their simple, solid exterior and linear form, these devices express what Galaxy’s design identity is all about. Explore the design story behind the Galaxy Z Fold6 and Z Flip6, where modernity and simplicity converge.

* The images featured in this article are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Iconic and Unique

Floating Design, a distinctive and impactful design element newly incorporated into the Galaxy Z Fold6 and Z Flip6, makes it seem like the foldables’ screens float above their bodies when viewed from the side. When folded, the bold line along the side of the devices not only accentuates their sleek, linear form, but also facilitates easier opening, enhancing overall usability.

Linear form is a core aspect of the Galaxy Z Fold6 design, maximized by its effortlessly sleek and streamlined, yet balanced shape. By reducing the length and increasing the width of the cover screen, the Galaxy Z Fold6 is more user-friendly than ever before with a refreshing new look. The corners on the right-hand side of the device now mirror the shape of those on the left, resulting in an almost symmetrical silhouette when folded.

Through six generations of technological advancements and design expertise, the Galaxy Z Fold6 stands out as the slimmest and lightest among all Galaxy Z Fold models to date. Its balanced design and thin form ensure maximum comfort, adding to the desirability of this premium foldable phone.

One of the Galaxy series’ most defining features is its signature linear camera layout and this design motif takes center stage on both the Galaxy Z Fold6 and Z Flip6. The Galaxy Z Fold6 sports a bold camera decoration that further highlights the row of three circles descending vertically from the back top left corner of the device.

Meanwhile, the Galaxy Z Flip6’s camera design exudes the vibrant, bubbly spirit of the Galaxy Z Flip series with a new camera decoration designed to match the diverse range of available body colors. The linear camera arrangements are even more prominent than in previous models, making the new Galaxy smartphones instantly recognizable.

Vibrant and Multicolored

* The Navy, Blue, Mint and Yellow images were created by generative AI (Navy, Blue, Yellow: Photoshop AI / Mint: Midjourney)

The Galaxy Z Fold6 and Z Flip6 bring a lively mood with both vivid and subtle colors. Each hue in this series evokes joyful moments connecting with nature. The Galaxy Z Fold6 is available in Silver Shadow, Pink and Navy, reflecting the confidence and sophistication of premium foldable phones. The Galaxy Z Flip6 is also available in the same Silver Shadow as the Galaxy Z Fold6, plus Blue, Mint and Yellow.

Featuring geometric shapes, the wallpapers of the Galaxy Z Fold6 and Z Flip6 seamlessly blend into the devices’ exterior aesthetics. They illustrate a graceful motion of light and shadow that mirrors the light reflecting off the haze glass on the back of the products.

The palette of the wallpaper dynamically adapts to the visual cues conveyed by each device’s color, bringing it to life. To balance aesthetics and usability, brightness and contrast adjustments optimize the display’s energy consumption. Elegant animations amplify the sense of space created by the arrangement of outwardly extending circles and lines. Additionally, the wallpaper responds interactively depending on the angle of the display, turning the simple act of folding and unfolding into moments of joy.

The Galaxy Z Fold6 and Z Flip6 herald a new beginning for the Galaxy Z series with designs that focus on the essence of what they are. Encapsulating the very nature of what Galaxy seeks to be with even greater boldness and style, the Galaxy Z Fold6 and Z Flip6 are poised to shape the future of foldables.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

“Bringing innovative design projects to mass production is a multi-step process that involves iterative exploration and trial and error. The Music Frame project is the culmination of positive energy and passionate collaboration across our design, development and CX teams since the summer of 2021.”

— Chulyong Cho, Head of Design Team, Visual Display Business at Samsung Electronics

Designing the Experiences of Tomorrow

Samsung Electronics is home to forward-looking departments seeking untapped opportunities. True to its name, the Visual Display Business’ Future Experience Design group actively develops concepts for user experiences that are missing in the market before turning those ideas into innovative products.

Launching a new product is no easy feat, however. There is a long journey ahead after proposing an initial concept — from designing for mass production and collaborating with other departments to enhancing marketability and perfecting the product’s technical aspects. Brought to fruition through unceasing passion and innovation, this is Music Frame and its design story.

* Content images have been simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region and model.

Bringing Style to Spaces

Inspired by Your Lifestyle

Consumers are now opting to purchase products that seamlessly blend into their living spaces instead of ones that only offer functionality. To that end, Samsung has introduced a series of lifestyle TVs including The Serif, The Frame and The Sero. Since TVs are not in use most of the time, these products transition to Ambient or Art Mode to offer a tasteful design experience — rather than displaying a black screen.

Delivering audio in the form of a picture frame, Music Frame is an extension of this approach. Setting itself apart from conventional speakers designed mainly to amplify sound, Music Frame and its concept of lifestyle audio prioritize the user’s lifestyle and living space. Picture frames are a familiar furnishing that can be placed anywhere, reflecting each individual’s taste and personality based on the kind of art being displayed. Music Frame draws inspiration from ordinary picture frames, allowing users to listen to music as they appreciate their favorite pictures.

Breathing Life Into an Innovation

In collaboration with the development and CX teams, Samsung designers built and tested a working prototype that demonstrated high-quality sound. They received positive responses from users after extensive testing, which solidified their confidence in the product’s acoustic performance and overall concept. As a result, the initial design remained intact and went into mass production.

Bridging the Gap Between Decor and Audio

Sculpting Unseen Sound

Music Frame embodies audio, so Samsung couldn’t lose sight of how people enjoy listening to high-quality music. Given the product’s unique form factor compared to traditional, elongated soundbars, the designers worked closely with the sound development team to perfect acoustics from the get-go. Speakers commonly have fabric, grilles or other materials on the front to easily emit sound. Together with the sound development team, the designers found a way for Music Frame to amplify sound through a gap between the frame and panel — creating a design rarely seen in audio products. The result? A frame-shaped speaker that is not restricted by the material that covers the front side.

Due to the frame’s shape, the gap between the bezel and the panel was important since this portion produces high- and medium-pitched sounds. After countless tests to find the optimal sized gap, both in terms of design and sound quality, the team settled on a width of 9mm. The designers worked with developers to make sure the vibrations from the rear woofer speaker — responsible for the bass — would not create noise when the product is hung on a wall like a picture frame.

A Piece To Personalize Your Space

Just like a real frame, Music Frame allows users to swap the images inside for personal photos or works of art. Listening to music while looking at a framed photo of a precious memory or a piece of art adds new levels of depth to users’ experiences.

Samsung designers also considered users who might place the Music Frame on a table instead of hanging it on a wall. Meticulous refinements were made to the frame stand’s shape and angle to ensure it doesn’t look too prominent or cause reflections on the panel. Since the rear of the product is visible if placed on a table, the back was designed in a neat and minimal fashion.

Music Frame in Your Everyday

Your Life, in the Frame

If there’s a particular image users want to cherish, they can create their own art panel by uploading an image to a third-party website and placing an order.

Music Frame comes in a default black bezel, but users can purchase an additional white bezel to match their decor. They can fill their frames with stunning images to create a stylish space that is perfect for listening to music.

* Art panels are sold separately and customization availability may vary by region. White bezels are sold separately and will become available starting in the summer of 2024.

Fill Your Room With Rhythm

For more captivating TV viewing, users can utilize Q-Symphony for richer stereo sound by placing two Music Frames on either side of their TVs. For surround sound, users can place a soundbar in front of their TV and a Music Frame on the opposite wall to act as a rear speaker. With the SmartThings app, users can set the equalizer settings to their preferences. By fine-tuning the audio, users can enjoy more vibrant sound and immersive content.

* Q-Symphony using Music Frame is available only when connected to a 2024 Samsung TV (DU7000↑ & LS03D) or 2024 Samsung TV and 2024 Samsung Soundbar (Q700D↑, Ultra Slim, S-Series).

Looking forward to a future of new possibilities, Samsung designers will continue to develop products and designs that naturally blend into users’ lifestyles and living spaces.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

In step with users’ needs, Samsung has refined and reimagined its original human-centered design philosophy established in 1996 — “Inspired by Humans, Creating the Future.”

This new design direction brings together Samsung’s commitment to innovating with purpose and delivering meaningful improvements to lives. Explore the evolution of Samsung Design Identity through the infographic below.

“Design must fully take the human experience into consideration, and Samsung’s design principles achieve this,” said TM Roh, President and Head of Corporate Design Center at Samsung Electronics. “With our human-centered design philosophy, we aim to create a future that harmonizes with the lives of our customers through innovation with purpose.”

Five Unique Spaces Bring Essential∙Innovative∙Harmonious to Life

Samsung’s “Newfound Equilibrium” exhibition at Milan Design Week 2024 will showcase an inspiring vision for a better future that encompasses the balance between people and technology. To make an impact on attendees, the exhibit will feature media art that awakens the senses — particularly sight, hearing and smell.

Anchoring the multi-sensory experience, the immersive installation guides visitors through five spaces that express Samsung’s Essential⸱Innovative⸱Harmonious design identity as a thoughtful composition of light, sound and digital interactions. The five spaces that communicate with visitors through displays, sensors and light are titled “Essence,” “Innovation,” “Harmony,” “Infinite Dream” and “New Dawning.” As visitors approach the screens in the spaces, translucent elements change into specific shapes and textures, and the shapes beyond the window appear as if they are approaching onlookers, allowing them to immerse themselves in the dream of an infinite future drawing nearer.

Through collaborations with the human craftsmanship of ceramic masters MUTINA, and wood veneer wizards ALPI, the Bespoke Refrigerator and AirDresser have also been reimagined considering the co-existence of people and technology.

Samsung’s “Newfound Equilibrium” exhibition is located at Via Olona, 6 bis, Milan and offers free entry, at the following times/dates:

• 10 a.m. to 7 p.m. (April 16-18)
• 10 a.m. to 8 p.m. (April 19-20)
• 10 a.m. to 6 p.m. (April 21)

For more news, photos and videos, please visit Samsung Newsroom and Samsung Design during Milan Design Week 2024.

¹ Fuorisalone is the set of events held in different areas of Milan during Milan Design Week.

It’s always exciting to develop a product and introduce it to the market. Whenever I take on this challenge, I wonder if the new product will resonate with customers — perhaps, it will even become a game changer and impact lives in meaningful ways.

If we look more closely at the product development process, design makes innovative technologies shine while technology makes design dreams a reality. Only when design and technology are in perfect harmony can we develop a product that provides genuine value to our users. Samsung Electronics excels at balancing design with innovative technology, and we continually strive to create products that blend seamlessly into our customers’ lives.

To this end, we have redefined our design philosophy as we approach 2030. “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious”¹ is the new direction that will define the future we hope to provide.

Samsung’s Design Philosophy and Its Evolution

More than 1,500 designers work at Samsung’s seven global design studios to solve everyday problems facing a wide range of customers, each from a different culture or background with unique preferences and tastes. At the center of this effort is Samsung’s design philosophy — “Inspired by Humans, Creating the Future” — which has not changed since its inception in 1996.

But the way people live and experience their lives is constantly changing, and we have had to refine and evolve our design identity to reflect that. “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious” is the vision that will guide us through 2030. Moving forward, we’ll continue to introduce smartphones, TVs, refrigerators and other products that reflect this new mindset.

Essential∙Innovative∙Harmonious. What Does That Mean?

Essential design focuses on the original intent and purpose of the product — to provide an optimized user experience without any unnecessary elements. This year, the latest Galaxy S24 series allows users to intuitively experience the functions of a mobile product with its unified look and thin bezel. Our TVs with Infinity Air Design appear to float in mid-air for more immersive viewing. On the other hand, our all-in-one washer and dryer maximizes space efficiency through a minimalist design.

Innovative design brings valuable changes — not merely novelty — to our customers’ lives. Examples include a TV that automatically upscales low-resolution images to 8K level using AI technology; an AI-based robot vacuum cleaner that automatically recognizes floor type, objects and living spaces for optimal cleaning; and a Live Translate feature that helps smartphone users overcome language barriers through real-time translation. These products all merge innovation with creativity.

Harmonious design embodies the desire to unify products and people with society, the environment and other human values. SmartThings improves convenience by integrating and connecting products for users to control remotely. Meanwhile, Music Frame, a customizable frame-shaped speaker, blends into any interior. Designs that create harmony between products and customers’ daily lives — rather than designs that announce their own existence — are the kind we will continue to pursue.

A Future of Infinite Possibilities

At Samsung, this is our commitment — to be faithful to our essential purpose, innovate endlessly and create designs that harmonize with our users’ lives. We aim to empower customers around the globe and enrich their lives by offering meaningful experiences, no matter what Samsung products they choose.

At Milan Design Week 2024, we are presenting the exhibition “Newfound Equilibrium” to showcase an inspiring vision for a better future — one that achieves the right balance between humans and technology. Join us on April 16 for a future of infinite possibilities.

¹ History of Samsung’s Design Identities
Design Identity 1.0 (2001-2005): Simplicity with Resonance
Design Identity 2.0 (2006-2010): Create an Emotional Journey
Design Identity 3.0 (2011-2018): Make It Meaningful
Design Identity 4.0 (2019-2022): Be Bold. Resonate With Soul.
Design Identity 5.0 (2023-2030): Essential∙Innovative∙Harmonious.

The exhibition will highlight Samsung Design’s vision for a better future, encompassing the ideal balance between humans and technology.

Join us at Le Cavallerizze in Milan, Italy, from April 16 to 21 — with an exclusive media preview on April 15.

Stay tuned to Samsung Newsroom or the Samsung Design website for the latest news on the “Newfound Equilibrium” exhibition.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine categories: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“The design of consumer electronics plays a critical role in how users experience these products, and these awards signify the continual progress Samsung has made in this area,” said TM Roh, President and Head of the Corporate Design Center at Samsung Electronics. “While we continue to prioritize design that is not only essential, but faithful to the purpose of the product, moving forward, we will harmonize with consumers’ changing lifestyles and elevate their experiences through sustained design innovation.”

Gold Awards for Two Innovative Products

The OLED TV (S95C) brings an ultra-slim thickness of 11mm, which minimizes the gap when installing the TV, thereby allowing it to be closely attached to the wall. This enhances the quality of the space while maximizing users’ immersive audio-visual experiences with the applied Dolby Atmos, which provides realistic, three-dimensional sound.

The Galaxy Z Flip5 Maison Margiela Edition packaging reflects Maison Margiela’s unfinished style by utilizing a distinct stitching pattern in the center of the flap. The whole body of the packaging resembles the type of archival sample box used in artisanal shops to store various fabric samples and threads. Additionally, the paper-based woven book cloth fabric covering the package’s exterior seamlessly blends the device with the haute couture aesthetic of Maison Margiela’s atelier.

75 Awards Ranging From TVs to Home Appliances to Smartphones

Samsung Electronics’ 75 wins came across all design categories. In addition to the Gold Awards for the OLED TV (S95C) and Galaxy Z Flip5 Maison Margiela Edition’s packaging, Samsung received awards in the Product Design category for the Bespoke AI Laundry Combo, an all-in-one washer and dryer; Music Frame, a customizable wireless speaker designed to seamlessly blend into its surroundings; and the Galaxy Z Flip5 and Galaxy Z Fold5, foldable smartphones that use a new form factor to maximize the user experience with a larger cover display.

Other products and services that were recognized for design excellence include Samsung Now+, Q Symphony and the Design Samsung Website. Samsung Now+ displays useful information such as the weather or a live home security camera feed without the TV even being turned on; Q Symphony maximizes immersive experiences by using AI sound technology to analyze consumers’ viewing spaces; and the newest version of the Design Samsung Website has an enhanced mobile experience and user-friendly interface.

* The content has been revised on March 19, 2024 to provide more accurate information.

To break down the barrier between complicated technology and daily life, designers at Samsung Electronics reviewed and redefined user touchpoints to create an accessible user experience (UX) for the Galaxy S24 series.

The result — Intelligence UX, an interface that empowers users with AI-based mobile features that are intuitive, easy to use and highly applicable to work and life alike.

Bringing Mobile AI Into Daily Living

▲ (From left) Samsung Intelligence UX designers Scott Jeonggun Choi and Heri Na

Can you tell us about how Intelligence UX came to be?

Choi: Even before entering the phase of generative AI,¹ research on how to create new mobile experiences with AI technology was already underway. We analyzed the apps we frequently use and carefully developed functions and features that could be enhanced through AI. The goal for Intelligence UX was to lower the barrier to entry for mobile AI by improving commonly used apps.

One example is the Gallery app. Previously, functions for modifying images included brightness and color correction, horizontal adjustment, and crop. With Generative edit, users can do all of this and more, such as moving objects within an image and altering backgrounds.

What are Intelligence UX’s features?

Na: Intelligence UX makes it easier to reach your goals by streamlining tasks in four main areas. Productivity is improved through apps that can summarize content or convert it into the preferred format, helping you save time and get the most out of each day. For creative tasks, features like Generative edit give you the tools to retouch photos like a pro by moving around objects in a photo or filling in empty spaces. Communication features break down language barriers when calling or messaging for improved communication. Lastly, you can personalize your phone with wallpapers created using generative AI or have your lock screen reflect changes in the weather or time.

What was the process of creating Intelligence UX?

Na: It would be ideal if the output appeared immediately after pressing a button, but AI generation can take time. To make the process feel magical, we added visual and interactive effects as well as text. Designers from all fields — including user interface (UI), graphic user interface (GUI) and visual interaction (VI) — and UX writers collaborated to overcome any limitations encountered during the creation of Intelligence UX.

How have you responded to issues with hallucinations² in generative AI?

Na: We have been collaborating with the developer team for a while now to prevent hallucinations. Tests to determine the minimum number of characters needed for an accurate summary or how many degrees a photo can be tilted to produce enhanced images helped us establish standards to minimize false results and bad user experiences.

What are your thoughts on the concerns over privacy and security since processing is based on information entered by the user?

Choi: Early on, both the developer and UX teams agreed that personal conversations contain highly sensitive user information. Therefore, apps that support phone calls or messages were made to handle on-device³ processing. Data protection is non-negotiable — and since the main purpose of communication is to facilitate conversation, we decided to stick with on-device processing even if it means users need to download language packages first.

If there is data that needs to be processed through a server, we notify users that nothing will be stored or used for learning purposes to improve AI functions before securing their consent. Additionally, we added a setting to block data processing through a server, so users know their data won’t leave their devices.

▲ The Galaxy S24 series processes data for advanced intelligence features solely on the device for increased security.

How have users responded to the Galaxy S24 series since its launch?

Na: Many people have said the Galaxy S24 series is helpful when traveling abroad or ordering products from overseas which used to be difficult due to language barriers. The team feels rewarded when we hear positive feedback from acquaintances.

Life Is Easier and More Efficient With Intelligence UX

Communication Without Borders

Say goodbye to language barriers with the Galaxy S24 series. When Live Translate is used on a call, the conversation is translated in real time for seamless communication in different languages. The Interpreter button in the Quick panel can be used to aid real-time translation during face-to-face conversations. Meanwhile, the AI built into the Samsung Keyboard allows for real-time translation of text messages as well as spelling corrections, grammar assistance and writing style changes.

Creativity, Simplified

Generative edit can help create the perfect shot. With this feature, people or objects can be moved, the horizon can be adjusted and any empty spaces left behind will be filled in automatically.

▲ (From left) Generative edit allows users to move the subject within a photo and adjust the horizon. With the press of a button, users can summarize long texts into bullet points.

 

Enhance Your Everyday

The Galaxy S24 series helps save time and effort. Transcript Assist converts audio from classes or meetings into text, differentiates between speakers, provides summaries, and even offers translations. Websites can also be summarized and translated.

Samsung Notes is great for jotting down ideas. Users can convert their handwritten notes into text and organize them into useful formats. Once a note is saved, the feature recommends apt titles and cover designs based on the content, making note creation simple and fun.

* Supported languages and features may vary by country, region and model.

Samsung’s designers strived to develop a product that captures today’s innovative technology for a better tomorrow. The Galaxy S24 series is the fruition of their efforts and the launchpad for a brighter, more accessible future.

For more information about Samsung Electronics’ design, please visit the Design Samsung website.

* Content images simulated for illustrative purposes. Sequences shortened and simulated. Actual UI may be different. Release-product specifications may vary by country, region, model, and carrier.

¹ AI technology that can produce new content (text, images, videos, audio, code and other media) based on data.
² An error that occurs when AI processes information and generates inaccurate or false results.
³ A method of collecting and calculating information through the device. Since the data is not sent to the cloud, processing may be faster.

Samsung Newsroom sat down with Henry Hongmin Kim, Vice President and Head of Design Strategy Group, Mobile eXperience (MX) Business at Samsung Electronics, and his team of designers to understand the inspiration behind the Galaxy Visual Identity System. Keep reading to learn how the team is redefining Galaxy’s iconic design.

Q. Please introduce the Galaxy Visual Identity System.

The Galaxy Visual Identity System unifies various product designs and form factors into one cohesive identity. We deeply contemplated how to express the message of Galaxy clearly and with emotion. After much thought, our team decided to establish an integrated Galaxy brand image by expressing each model in a simple, symbolic manner.

Q. What’s the message behind the Galaxy Visual Identity System?

The philosophy of Galaxy Design is “Essential Design.” This idea is applied to all areas that require visual communication, not just the design of Galaxy products — such as form factor, color and material.

By establishing the Galaxy Visual Identity System, we intended to showcase the unique, differentiated characteristics of Galaxy through various form factors and express Galaxy’s sincerity and minimal yet impactful design. Through such efforts, we expect to further strengthen the design identity of Galaxy.

Q. What challenges did you encounter while creating the Galaxy Visual Identity System?

Until now, the graphic design for Galaxy packaging was created based on typography that represents each series — whether its Galaxy S, Galaxy Z, etc. For the latest devices, we challenged ourselves to visually communicate Galaxy’s competitive edge.

To create the most comprehensive visual identity, we studied each product from different angles to explore what design best represents each form factor.

Q. How was the Galaxy Visual Identity System incorporated into the new Galaxy product designs?

We incorporated the Galaxy Visual Identity System for the first time in the Galaxy S23 package design. Following that, the system was applied to the packaging for the Galaxy Z Flip5 and Z Fold5, allowing us to introduce the completed visual design to consumers.

The Galaxy Visual Identity System signifies symbolism, scalability and dynamism. Each product is designed to connect its representative characteristics together while considering scalability to include different colors and experiences. These factors offer a dynamic quality adaptable to any situation within the unified system. We aimed to enhance Galaxy’s image by demonstrating the innovation of upcoming Galaxy products in a playful and enjoyable way using this brand identity.

Q. What message is the video trying to convey?

Design communication is one of the key roles of the Design Strategy Group. Through dynamic motion graphics, we made sure to include every aspect of the Galaxy Visual Identity in this film — from the design process to symbolism based on each form factor and versatile scalability.

For instance, the line illustration at the beginning of the video shows how our products take shape. Then, we use a three-dimensional embossing effect to illustrate the texture of craft paper and communicate the significance of Galaxy’s recyclable package design and our consideration for the environment. Using various materials, such as glass and metal, we tried to represent the CMF (Color, Material, Finish) of each product line.

In addition, the video goes beyond the technical aspects of the form factors and portrays values based on the customer experience (CX). The scene where the devices transform into windows represents openness, the philosophy of the Galaxy ecosystem, while the Braille graphic symbolizes accessibility and inclusion. The outer space visual further expresses Galaxy’s brand identity. What’s more, elements from smartphones that consumers are familiar with are illustrated — such as sticky notes, digital watch faces, musical instruments and games.

Q. What details would you like consumers to notice in this film?

Ideas and symbols are cleverly included in every scene, similar to hidden Easter eggs. Viewers can search for these details and enjoy the meanings they bring.

For instance, the silhouette of the Galaxy Ultra’s S Pen is tucked away in the window scene. In the following digital watch face shot, the initials for Galaxy S, Flip, Ultra and Fold are placed on top of the numbers, disguised as each respective device. There’s also a detail that symbolizes the S Pen, adding another layer of fun. Then, the score is 2023 on level 23 in the following graphic depicting a popular game. All the blocks on the board represent the four Galaxy models. By making the completed blocks disappear, we wanted to build anticipation among viewers for the new products slated to launch next year.

“Design is thinking made visual.” In this process, it’s important to strip away any unnecessary elements and communicate the main idea concisely. This is what makes Essential Design truly effective. Our goal is to create simple yet purposeful and meaningful designs for the future.

IDEA — one of the world’s most prestigious design awards programs — is held by the Industrial Designers Society of America (IDSA). Founded in 1980, IDEA acknowledges achievements in industrial design. This year, IDEA has selected winners in 20 categories, including Home, Consumer Technology and Digital Interaction. Key criteria for evaluation also include Design Innovation, Benefit to User, Benefit to Society and more.

Samsung’s design reflects the company’s changing values and innovative technology. The company was recognized for its excellence in design centered on consumer lifestyle and experiences.

Emphasizing the importance of a “human-centered design philosophy” TM Roh, President and Head of the Corporate Design Center at Samsung Electronics, said, “We will continue to make efforts to enrich our customers’ lives with designs that are harmonious with their environment, as well as essential designs that prioritize the product’s clarity of purpose.”

Samsung earned one Silver award for the following cutting-edge product:

• The Bespoke AirDresser, a clothing cleaner that meets the needs of consumers who want faster and easier clothing care, uses AI to provide a more convenient and hygienic clothing management experience.

Samsung earned three Bronze awards for the following harmonious designs:

• The Bespoke Water Purifier features a built-in design that installs a water purification module under the sink and harmonizes with the kitchen space by enabling the customer to select a faucet color that suits their preferences and tastes.

• The Bespoke AI Laundry boasts a convenient washer-and-dryer-integrated design, a slot height that anyone can conveniently use, and a control panel that can operate both the washer and dryer.

• The Bespoke Jet Bot AI+ enhances autonomous driving functions through AI smart control and by recognizing and distinguishing obstacles with 3D sensors.

From Product to UX Design, a Total of 50 Awards for TVs, Home Appliances and Smartphones

In the Product category, a wide range of Samsung designs were named Finalists, including:

• The new QLED 8K, a TV that produces an immersive experience with an infinity screen.
• The Solarcell Remote, a TV remote control that has a solar panel for convenient charging rather than disposable batteries.
• The Galaxy Z Flip4 and Galaxy Z Fold4, smartphones which maximize the user experience with a large cover display in a new form factor.
• The Galaxy Book 3 Pro Series, a notebook that provides a more convenient user experience with a premium slim metal design and connectivity with a wide range of Galaxy products.

In other categories, Samsung’s designs that consider accessibility and surroundings were named Featured Finalists, including:

• Gesture UX, which enables the control of TV screens and subtitles based on hand gesture recognition to improve the viewing experience of users with hearing impairments.
• Samsung Space Tycoon, a virtual space and management simulation game on the Roblox metaverse platform in which users can create and play games and share experiences using Samsung products.

Ever since the Galaxy Z Flip and Galaxy Z Fold pioneered the foldable smartphone experience, the Galaxy Z series has led the market with breakthrough products that highlight the pinnacle of technology and design. To this day, the series’ designers are deeply committed to refining foldable devices. This ongoing innovation not only showcases a profound understanding of users’ lifestyles but also demonstrates the dedication to enriching daily lives.

In line with this vision, Samsung Electronics’ latest foldable lineup opens even more possibilities for users. The Galaxy Z Flip5’s new Flex Window unfolds new opportunities for expressing yourself, and the Galaxy Z Fold5’s improved wide display experience gives you the tools to create your own masterpiece. You can embrace a new world with the Galaxy Z Flip5 and Galaxy Z Fold5, where your days become a canvas for expression and creativity.

Where Design Meets Technology

Smartphones are always in our line of sight. From the moment you wake up to the moment you go to bed, your smartphone likely catches your eye throughout the day. This is why both form and function are crucial when it comes to smartphone design. Smartphones inspire us to express ourselves, so our devices should have a strong sense of visual harmony. With this in mind, the designers ensured the aesthetics of the Galaxy Z series could be appreciated from any angle.

The Galaxy Z Flip5 and Galaxy Z Fold5 captivate users with balanced and meticulously crafted designs. The seamless fusion of advanced technology and artistic expertise creates flawless forms that evoke both futuristic elements and current trends — leaving lasting impressions.

The Art of Symmetry

The design identity of the Galaxy Z series starts with the symmetry of a foldable phone. While staying true to its iconic form, the new Flex Window on the Galaxy Z Flip5 provides ample opportunity for you to display your personal style. Furthermore, the Galaxy Z Fold5 has been refined with even more detail. The essence of the Galaxy Z series’ iconic grid design is embodied in the perfectly proportionate balance between the device’s display and structure as well as the well-polished exterior.

Progressive Changes in Form

With the new Flex Hinge, the Galaxy Z Flip5 and Galaxy Z Fold5 now feature a more aesthetically balanced design when folded. The overall depth and weight have been slimmed down, boosting usability and comfort. This enhancement allows these folded devices to be more stable and occupy less space, making them even more portable than before.

Fill Every Moment With Color

The Galaxy Z Flip5 and Galaxy Z Fold5 are available in a range of colors¹ based on the concept of “Future Nature.” These colors represent an appreciation for nature and hope for the future, meant to inspire us in our daily lives. The back panel’s glossy finish and the metal frames on the side further amplify the aura of these colors. The Galaxy Z Flip5 comes in Mint, Graphite, Cream and Lavender, and the Galaxy Z Fold5 comes in Icy Blue, Phantom Black and Cream. Mint is the newest addition to the Galaxy Z Flip5’s lineup, bringing a refreshed energy to the device. The Galaxy Z Fold5’s newest color, Icy Blue, is inspired by the blue shades found in ancient glaciers.

Four additional colors² — Gray, Blue, Green and Yellow — inspired by the concept of “Modern Nature” will be exclusively available for online purchase. These four sleek yet natural tones are paired with a matte, graphite metal frame to fuse modern aesthetics with organic elements.

More Ways To Express Yourself

The Galaxy Z Flip series combines portability and style, creating a whole new smartphone experience. With its compact design, you can easily tuck your entire smartphone into your pockets. What’s more, the expanded Flex Window tears down the limits of expression and usability with more diverse customization options and access to productivity features. Showcasing who you are is now as simple as setting your Galaxy Z Flip5 down on a table for the world to see.

Bigger Canvas, Bolder Expression

With more space, simple layouts and bold objects make a stronger statement. The Galaxy Z Flip5 provides ample space on the Flex Window to empower you to unleash your creativity. You can also match the style of the Flex Window to your Galaxy Watch6 watch face, coordinating a look across your Galaxy devices.

The Galaxy Z Flip5 is capable of so much more when it comes to highlighting your personality. You can customize the Flex Window by choosing from a variety of graphical clocks or frames or by adding widgets to access the information you need quickly and easily. With the new Flex Window, every inch of your screen can be dedicated entirely to you.

Snap, View, Like or Delete

The Galaxy Z Flip5’s selfie capabilities have been upgraded as well. You can access the camera app directly from the Flex Window to take, review and even delete your photos on the spot. It’s easy to switch through camera modes and timers, set dimensions or decide which photos to keep — all through the Flex Window. Picture this: you snap a selfie with portrait mode, zoom in on the small details and mark your favorite shots without ever opening your phone.

All-in-One

The Galaxy Z Flip5’s expanded Flex Window can also streamline any daily routine. On top of the usual Flex Window capabilities,³ such as checking notifications or accessing quick settings, you can now browse your call and chat history. The full QWERTY keyboard enables you to do more than send suggested replies and emojis. Your whole mobile experience can start and end from your Flex Window.

Complete Customization

The Galaxy Z Flip5 series’ expansion is more than just customizing your screen. On top of protecting your device, the all-new Flipsuit Case⁴ supports a changeable NFC card that lets you match your Flex Window and case designs for more personalization. You can now change your device’s design from front to back, inside and out.

Create Without Boundaries

The Galaxy Z Fold series opened new ways to maximize productivity. For instance, if you frequently travel for work, you can jump on a quick conference call or edit documents on the go without a laptop. The Galaxy Z Fold series has pioneered everyday productivity through robust, big-screen experiences, and now, it’s driving user experiences even further by expanding its features. In particular, the Galaxy Z Fold5’s new design enhances the series by improving its multitasking and widescreen usability. This device is the ideal companion during your otherwise mundane subway ride to work. With Multi Window, you can make the most of your commute by catching up on daily news while simultaneously jotting notes. You can also take advantage of the new multi-touch feature to easily attach files to emails with two-handed Drag and Drop — helping you get things done, wherever you are.

Improved Multi Window Experiences

One of the most powerful features of the Galaxy Z Fold series is Multi Window,⁵ which has been enhanced for better productivity. The experimental features offered through Labs in the previous version — Pop-up view, which lets you turn an app into a pop-up window by dragging down the upper right corner, and Split Screen View, which splits your screen when you swipe with two fingers — have now become official One UI features starting with the Galaxy Z Fold5. For instance, if you want to take notes while reading, simply use two fingers to open a Multi Window with a notepad. You can conveniently write down your ideas with easy access to two side-by-side windows on a single screen.

Create Easier and Faster

The Galaxy Z Fold5 also introduces the innovative two-handed Drag and Drop⁶ feature — a remarkable addition that elevates multitasking on the big screen. You can use one finger to hold an object and another to interact with other features, delivering a whole new level of efficiency and convenience. For example, press an image in your gallery with one finger and simultaneously use a different hand to bring up a new window and attach that image to an email. When moving an app to another page, just hold down the icon and use your other hand to swipe through the home screen to place it just where you want it. This multi-touch upgrade unlocks huge potential for productivity on the Galaxy Z Fold5.

These efforts to boost productivity have led to even more ways to multitask. Up to four most recently used apps can now be added to the Taskbar, allowing easy transitions between apps. While switching to a different app, you can open the pop-up window to multitask across apps and windows more conveniently than ever before.

Style Meets Comfort

The all-new Slim S Pen Case⁷ features a design that improves your experience with the S Pen Fold Edition. The sleeker and slimmer S Pen holder not only helps your phone lie flat, making it effortless to take notes on a table, but it also ensures that you’re able to write with a more comfortable grip. In addition, there is a toggle feature that lets you conveniently attach or detach the S Pen Fold Edition.

The Slim S Pen Cases come in three colors — Icy Blue, Sand and Graphite. To make a bold style statement, Icy Blue and Sand Slim S Pen Cases have been paired with Lime and Apricot S Pen Fold Editions, respectively.

In 2019, the Galaxy Fold revolutionized the smartphone market by pioneering a brand-new category of foldable phones. Every iteration in the series refined foldable technology, captured the essence of the modern era through its design and unfolded new and innovative user experiences.

In 2023, Samsung unveiled the next step in the evolution of the Galaxy Z series and its iconic design identity. With a perfectly balanced grid, a flawless form factor and colors inspired by nature, the design of these new foldable phones raises the bar for all. Now, you can create with passion, express with purpose and fill your life with endless possibilities using the Galaxy Z Flip5 and Galaxy Z Fold5.

* The images shown are for illustrative purposes only and may differ from the actual product. Product specifications may vary by model, country, region and carrier.

¹ Availability of color may vary by country, region or carrier.
² Galaxy Z Flip5 is available in Gray, Blue, Green and Yellow and can be purchased at samsung.com. Galaxy Z Fold5 is available in Gray and Blue and can be purchased at samsung.com. Product specifications and release schedules may differ based on model, country, region and carrier.
³ Availability of features may vary by country or region.
⁴ Flipsuit Case sold separately. Model and color availability may vary by country or carrier.
⁵ Certain applications may not support Multi Window or App Pair.
⁶ Certain applications may not support two-handed Drag and Drop. Taskbar feature is supported on the main display only.
⁷ Slim S Pen Case (S Pen Fold Edition included) sold separately. Model and color availability may vary by country or carrier.

As homes have evolved, the kitchen has become a hub for social activity and family gatherings. No longer confined to just cooking and eating, the modern kitchen sits adjacent to living spaces, blurring the boundaries between functional areas in homes. Today’s kitchens serve as shared spaces where families commune, have fun and express their individuality. As the role of the kitchen has transformed, so too have its appliances — taking new leaps to meet the demands of a more connected and multifunctional space. For instance, the refrigerator has now become central to the family. With the introduction of door screens and IoT features through Family Hub in 2016, the refrigerator industry has changed forever. Fridges now let us enjoy art, entertainment and even shopping.

In 2023, Family Hub came back in a new shape and form, known as the Plus. The larger 32-inch display and the wide array of features were jam-packed with designers’ thoughtful and innovative ideas. The Bespoke 4-Door Flex Refrigerator with Family Hub+ truly unveils new lifestyles that directly impact us in bigger and more joyful ways. Here’s a look at the design decisions that made this all possible.

Why Is Family Hub+ Bigger?

Family Hub+ features a 32-inch full HD touchscreen that is 2.1x bigger than the previous 21.5-inch display. Now, what is the reasoning behind a bigger screen?

Adapting to the New Normal

The pandemic has forced many of us to spend more time at home, leading to a surge in creative ways to utilize our living spaces. The kitchen, for example, has evolved beyond a space for cooking and eating to become a multifunctional hub for family communication, hobbies and other everyday needs. As a result, our relationship with kitchen appliances, such as the fridge, has also changed. The refrigerator is the perfect partner that fits the modern role of the kitchen and has become a platform that provides services we need to align with these new lifestyles. We require more from our appliances than ever before. With its expanded screen and experiences, Family Hub+ has adapted to become an essential part of this new flow between the kitchen and our daily lives.

Bigger Screen, Better Attention to Detail

Bigger screens mean greater attention to detail. For instance, the 32-inch display needed to be accessible to both children and wheelchair users, so the bottom portion of the display was positioned to be mindful of these users’ needs. The top of the display was raised, but the Accessible Screen feature lets users tap the home button twice to bring down the top portion of the screen. The panel surrounding the screen was carefully fitted to make sure the details on the edges were smooth. The mic at the bottom was also moved upwards so that every detail we need to see — or what we don’t — is precisely designed into the form.

How Is Family Hub+ More User-Friendly?

A great amount of thought was put into creating a refrigerator design that could harmonize with its surroundings and other appliances.

Adding Tangible Taste to Every Touch

A wide variety of panel materials are available to choose from, allowing users to design a refrigerator that feels best to their touch. The satin glass is velvety in texture, offering both comfort and glow, while the glam glass brightens any environment with its high gloss surface. Metal embodies Millennial sentiments through a subtle, monotone finish. Panels are easily interchangeable¹ so that a single refrigerator base can support a wide range of styles.

Visual Comfort

Both from the inside and outside, the refrigerator intends to instill a sense of cohesiveness that would be found in a beautiful piece of standalone furniture. The inner mood light² is positioned to put more emphasis on the stored food within. Lighting is spread out evenly through the insides of the refrigerator to give visual comfort and illuminate the innermost parts of the appliance.

How Can We Bring Greater Joy?

A bigger screen means there’s more content to consume, allowing every moment spent with Family Hub+ to be filled with joy.

Embracing Every Taste

We often pass by our refrigerator throughout the day — but the door remains mostly closed, leaving an empty space that could be put to better use. With Family Hub+, we can transform that blank canvas to become a source of creativity by hanging up a beautiful piece of art. Working in collaboration with renowned galleries and artists, Samsung offers a diverse selection of Bespoke Atelier³ pieces to suit a wide range of tastes. These works of art are thoughtfully organized by year, theme and movement, making it easy to find the perfect style for any kitchen.

The Bespoke Atelier pieces can serve as beautiful artwork on their own or even as part of an in-house exhibition. When new galleries open, invitation letters are sent right to your fridge, which can be accepted and enjoyed through the hub display. By using Family Hub+ to bring art into the heart of our home, we can add a touch of color, beauty and inspiration to our daily lives, all through a bigger display.

Seamless Experiences

In today’s busy world, families need a constant source of entertainment and information in the spaces where they gather. That’s why Family Hub+ features a larger display, allowing families to multitask while enjoying their favorite content. With Samsung TV Plus,⁴ one of Samsung’s most popular apps, viewers can now move the screen to the top, middle or bottom of the display to ensure it’s at eye level. The Picture in Picture feature allows users to browse the web or search for recipes while still playing their favorite show or movie in the background.

Family Hub+ is not just limited to TV. Mobile content can be streamed via Smart View without compromising screen ratios. This feature lets users share content on their mobile devices with each other in real time. Families can pull up photos on the Family Hub+ display through the Gallery app or Google Photos to showcase them on the spot. These various content experiences will enrich every moment you spend in the kitchen.

How Is Family Hub+ More Convenient?

As the smart home becomes increasingly integrated into our daily lives, Family Hub+ sits at the heart of this transformation.

Hub for the Smart Home

IoT connections drastically improve convenience, giving us more freedom to enjoy leisurely activities. The 32-inch display shows bigger widgets that each lets you monitor and control the various devices inside your home. Family Hub+ also comes with a built-in SmartThings Hub that can serve as the focal point of your smart home. SmartThings Home services⁵ like Cooking, Clothing Care, Home Care, Pet Care, Energy and Air Care are all easily within reach via Family Hub+ to streamline your routine and simplify your day.

Smarter Cooking

You might sometimes find yourself looking through the fridge with no idea what to cook for dinner. These situations call for the Cooking Board. The SmartThings Cooking service provides recipes based on the available food and cooking appliances in your kitchen. It also sends optimized cooking directions to your appliances to make sure the temperatures and cooking durations are just right. The recipe option, one of the features of the SmartThings Cooking service, gives you a snapshot of the steps needed to create each dish. Cooking on your own is no longer daunting with the hub.

Shopping Through the Fridge

What should you do when you’re strapped for time and are running low on jelly or need ketchup for dinner tomorrow? Now, you can easily reorder your household favorites with the click of a button on your refrigerator door via Amazon Your Essentials. Simply look up the item through the Your Essentials button on the home screen to see the product details. Shopping through your refrigerator is now easier than ever.

While the refrigerator has served as merely a place to store food, the fridge door has long been a source of family communication, whether adorned with sticky notes, magnets or the latest masterpieces from our kids. With Family Hub+, Samsung sought to capture this essence while crafting a product suited for the modern kitchen. Behind every expanded experience on the larger screen lies a designer’s careful deliberation, resulting in a truly immersive and delightful experience. The Bespoke 4-Door Flex Refrigerator with Family Hub+ is at the forefront of innovation, bringing endless possibilities to customers’ lives.

* This article was created to help users better understand the design concept of the Family Hub refrigerator. The images shown are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region and model.

¹ The refrigerator door equipped with the display does not support panel replacement. Color options may vary by region.
² The mood light feature is only available for models sold in South Korea.
³ The Bespoke Atelier is available only in South Korea, the U.S., Canada and select countries and regions.
⁴ Samsung TV Plus is available only in South Korea and the U.S.
⁵ Available SmartThing Home services may vary by country and region.
⁶ Amazon Your Essentials is only available in the U.S.

When innovative technology meets great design, our lives can become more convenient. Samsung Newsroom spoke with inspiring people who use Samsung products and features to unlock new possibilities and enhance their lives.

Exploring the World Together

It is only natural for parents to want to share special moments together with their children, especially as they grow curious about the world and find joy in discovering new things. For parents with visual impairments, exploring the world with children requires a different approach.

“This is an apple, and this is a puppy.”

Children often point at objects they don’t know as they grow up and learn about their surroundings. With Bixby Vision for accessibility, parents with visual impairments can find out what their children are curious about as the device narrates for them. Even if parents aren’t able to see what’s in front of them, they can experience the world with their children through sound.

[Bixby Vision for Accessibility]

With an easy setup and simple interface, Bixby Vision vocally describes what it sees, helping people make sense of the world around them. Bixby Vision supports scene describer,¹ object identifier,² text reader and color detector.

* On smartphones and tablets: Settings → Accessibility → Spoken assistance → Bixby Vision for accessibility
** Service availability and content providers may vary by country, device, OS and One UI version.

Enjoying the World Together

Everyone is different — even members of the same family. For CODA³ families, hearing children converse with their parents who are deaf through sign language. As children grow up, parents want to learn more about what their children are experiencing and enjoying.

“Mom, look at that. Isn’t it funny?”

With Sign Language Zoom, it’s easier for CODA parents to better understand what their children are watching through a bigger sign language screen. Now, the entire family can enjoy their time in front of the TV and share even more laughter and joy together.

[Sign Language Zoom]

Sign Language Zoom automatically recognizes and enlarges the sign language area, enabling users who are deaf to see more detailed mouth and facial expressions. You can specify a sign language area and adjust the magnification by up to 200%. Users who are deaf or hard of hearing can also use this function to zoom in on a specific area of the screen, such as scores for sporting events or quiz programs.

* On TVs: Home → Menu → Settings → All settings → General & Privacy → Accessibility → Sign Language Zoom Settings
** Available on all Samsung Smart TVs released in 2021 or later.

Sharing With the World

Each and every one of us is different, with our physical abilities changing over time. Given the diverse range of experiences being lived by others around the world, it is important that everyone feels empowered to do what they want, meet who they want and live the life they want.

“I want to inspire people through social media.”

People with physical disabilities can seamlessly take, edit and share selfies on social media using the Assistant menu on Samsung smartphones or tablets. With the Assistant menu, everyone can use their personal devices to communicate and meet new friends.

[Assistant menu]

The Assistant menu lets you easily control your phone by simply tapping a shortcut icon to access hardware buttons, apps, features and other settings.

* On smartphones and tablets: Settings → Accessibility → Interaction and dexterity → Assistant menu

Staying in Tune With the World

For people who are deaf and hard of hearing, navigating the world can take a different shape. With this in mind, it’s important for them to receive everyday notifications in new ways.

“Light can become a language of its own.”

Light can help those who are deaf and hard of hearing receive the information they need in their day-to-day life. SmartThings uses lighting to notify users when someone’s at the door, when meals are ready or when the laundry is done. Light has become a way to communicate through SmartThings.

[SmartThings]

Sync your devices and appliances via the SmartThings app to control and get notifications about your air conditioner, washing machine, fridge and more.^* Then, connect partner products such as door sensors, lights and thermostats to automate and simplify your own day-to-day routine^** — like setting your smart light to dim or change colors once the laundry is done.

* To set notifications

• On smartphone and tablets: SmartThings app → Menu → Notifications → More (⋮) → Notification settings
• On TVs released in 2021 or later: SmartThings app → Settings → Notifications

TV notifications are limited to minimize any interruptions to the viewing experience.

** To set SmartThings routines

• SmartThings app → Automations → Add (+) Create routine
  

Possibilities Never Before Imagined

Samsung believes these stories can foster a world where all people benefit from the convenience enabled by technology.

Users with disabilities have utilized Samsung’s features in creative ways to enhance their lives — despite the fact that some functions were not originally designed as accessibility features. To this end, Samsung has provided new ways for users to interact with its products and services and has taken inspiration from real-life cases to develop stories with guidance from the Samsung Accessibility Committee⁴ and Samsung Family Supporters.⁵

Samsung hopes to continue creating accessible designs that unlock new possibilities so everyone will be empowered to lead meaningful, independent lives.

From the UX Team of the Corporate Design Center, Samsung Electronics Co., Ltd.

* This article consists of stories based on interviews with people with disabilities and guidance from Samsung Family Supporters, an organization made up of Samsung employees and family members with disabilities.
** Illustrations by KIMUSTUDIO, an organization working with talented designers with developmental disabilities who create artistic pieces that challenge long-held stereotypes that have previously created prejudices in art.

¹ Scene describer mode currently supports English (US), French, German, Italian, Korean, Mandarin Chinese, Portuguese, Russian and Spanish (Spain).
² Object identifier mode supports 54 languages, which are the same languages supported in the translation feature.
³ CODA is an acronym for Children of Deaf Adults, referring to children raised by at least one guardian who is deaf.
⁴ The Samsung Accessibility Committee works closely together with designers and developers to continuously improve the accessibility experience for all Samsung users.
⁵ Together with Samsung Family Supporters, consisting of Samsung employees and family members with disabilities, Samsung assesses the needs of users across the spectrum to create ease of use for all.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Award conducts comprehensive evaluations of factors including differentiation and impact across a total of nine categories: Product, Packaging, Communication, Professional Concept, Interior Architecture, Architecture, Service Design, User Experience (UX) and User Interface (UI).

“It is important to design meaningful experiences that integrate shifting customer values with innovative technologies,” said TM Roh, President and Head of Corporate Design Center at Samsung Electronics. “We will continue to contribute to our customers’ lives and our society with designs that cater to all needs.”

Gold Award Recognizes Design That Offers Customized Experiences for Different Lifestyles

The Bespoke Infinite Line is a premium built-in look refrigerator that is available in a choice of fridge, freezer or wine cellar models and features a timelessly contemporary modular design that seamlessly blends into any interior.² With simple lines, high-quality natural materials and features that maximize convenience and streamline food storage, the Bespoke Infinite Line adds lasting value to consumers’ kitchens.

The refrigerator’s exterior is made from premium aluminum that is more dent- and scratch-resistant and allows marks and stains to be easily wiped away. The interior is bright and refined with its Black Metal Cooling and Tunnel Lighting — two features that epitomize the refrigerator’s elegant balance of form and function.

Total of 80 Awards, From Product to UX Design, Including TVs, Home Appliances and Smartphones

Samsung Electronics’ 80 wins across all design categories, including Product and UX, were the most of any nominee at this year’s awards.

In addition to the Bespoke Infinite Line’s Gold Award, Samsung received awards in the Product category for the Odyssey Ark, the world’s first 55-inch 1000R curved gaming screen; the Bespoke Jet, a cordless stick vacuum with an all-in-one Clean Station; and the Galaxy Z Flip4 Bespoke edition, a smartphone that offers an exclusive customization experience by allowing users to design a device that is uniquely theirs.

Samsung’s accessibility-enhanced TV UX, which includes an avatar-based Sign Language Guide that provides explanations of TV menus in sign language, and Samsung Space Tycoon, a virtual space and management simulation game on the Roblox metaverse platform where users can create and play games and share experiences using Samsung products, were also recognized for design excellence.

¹ Availability may vary by region.
² The refrigerator is available globally, and availability of other products may vary by region.

Essential Design, an approach that sees the refinement of a product’s design down to its most fundamental elements, serves as the basic design principle for all of Samsung Electronics’ Galaxy products. The Galaxy Book3 series, Samsung’s latest flagship PC lineup, carries on this legacy of Essential Design.

The Galaxy Book3 series sees the simplified use of materials for product design and focuses only on the essentials. The series’ design may be minimal, but its usability and performance has improved drastically.

Refined Design Led by Flat Lines

The Galaxy Book3 series’ flat design follows the principles of Essential Design, resulting in a unique look for the series. Refined straight lines and minimal surface finishing on the devices’ front captures the distinct design identity of the Galaxy Book series. The whole body of Galaxy Book3 is built using a singular aluminum material for further uniformity and an unwavering design.

A Seamless Screen for Visual Stability

The minimalistic design approach applied to the Galaxy Book3 series’ surface continues on with the products’ screen, too. The entire surface of the screen, including the bezel, consists of a singular glass plane for a refreshingly clean impression.¹ Along with a minimized bezel, the camera and sensors are also hidden underneath the glass to allow users to focus wholly on the screen.

Furthermore, the display’s corners are rounded in a manner similar to Samsung Galaxy’s smartphone and tablet devices for further visual stability and continuity.

Enhanced Usability

The Galaxy Book3 series’ design is filled with elements that enhance not only the external design quality of the product, but also its usability.

One of the biggest changes made when designing the Galaxy Book3 series was the change of display ratio from 16:9 to 16:10. While a 16:9 display ratio is suitable for media consumption, the 16:10 ratio is much better suited for productivity, such as document or video editing tasks.

The change in display ratio results in a larger screen, which in turn enlarges the palm rest beneath the keyboard to give ample space for a bigger touchpad, and while a slim PC profile can sometimes result in reduced port support, the Galaxy Book3 series features a full set of ports while maintaining its slimness.

Precisely-Engineered Details

While users rarely find themselves looking at the underside of their laptop, every part of the Galaxy Book3 series has been meticulously designed including those parts that generally remain unseen. Several device components, including the speaker, antenna, air vent and rubber foot, have been placed on the laptop’s rear side. For instance, in order to mitigate the issue of interference that can occur when an antenna is fitted using metal materials, plastic parts have been applied to its fitting.

As the use of different materials for different parts can result in a shift in overall design consistency, the Galaxy Book3 series’ designers found a way to avoid this by combining the speaker hole and antenna cover into a single slot. While it may look like any usual speaker hole, it also serves as an antenna, an innovation that is a testament to the level of detail put in during the Galaxy Book3 series’ design in order to keep it as unified as possible while elevating the overall design quality.

Authentic Materials

The Galaxy Book3 series’ designers conducted a search for materials that would emphasize the product’s minimalistic form, a search that included extensive research in order to land on right color and texture necessary to truly follow the principle of Essential Design.

The designers also conducted comprehensive research into achieving the ideal texture and glossiness of the products’ metallic surface and by choosing colors that worked well with this texture, their Color, Material & Finishing (CMF) was complete.

The Galaxy Book3 series features a full aluminum body, reflecting users’ needs for a laptop that is not only highly portable but also sturdy enough to maintain its form even after lengthy use.

Shades of Nature

Laptops are products with long lifespans, so when designing the Galaxy Book3 series, Samsung understood that it was important to instill the series with a quality appearance able to stand the test of time. Accordingly, the neutral color swatches of Graphite and Beige convey the premium look of metal while also giving off a warmer energy able to resonate with users.

Beige, a new color addition to the Galaxy Book3 series, embodies both the strength and solidity of metal while also carrying the warmth that comes from its unique tone of color, all of which comes together to imbue the Galaxy Book3 series with a distinct and premium look.

The new Galaxy Book3 series is available in a selection of models including Galaxy Book3 Pro, Galaxy Book3 Pro 360 with S-Pen and the all-new, high-performing Galaxy Book3 Ultra. Users can find the ideal Galaxy Book3 product for them based on their particular needs, environment and preference.

From video editing, gaming and idea sketching to document proofing, studying and more, the Galaxy Book3 series has been designed to be the perfect companion for you to explore your potential with.

Stay tuned to Samsung Newsroom to learn more about all-new Galaxy Book3 series.

* This article is created to help users better understand the design concept. The images shown are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

¹ The single glass plane screen applies to select models only.

Samsung Newsroom spoke with some of the Galaxy S23 series’ designers to learn more about how the new flagship range’s distinct design came about.

Premium Design With an Eco-Conscious Focus

Q. Please introduce the Galaxy S23 series’ design theme, “Create the Essentials”.

Our focus was on creating a design that boils down the essence of the smartphone. Resources can be wasted during the production process if too many unnecessary details are incorporated, so we made the decision to retain only the bare essential design features, based on the true identity of the device, for the basis of the Galaxy S23 series’ design.

Q. How is this theme in alignment with the general direction of the Samsung Galaxy design approach?

The Samsung Galaxy S series is a product lineup built on the true essence of what premium design can be. For the Galaxy S23 series, we deliberated extensively on what elements would not only make for a great design, but also how they would impact the world at large. Since we are living in a time where resource circulation and eco-conscious activities are at the forefront of daily life, we feel, too, that designers should reflect these values in their designs as the world over shifts its priorities towards eco-consciousness. Our design approach actively incorporates these ideas by making bold design decisions and incorporating future-forward ideas.

Q. What are the Galaxy design team’s goals towards creating designs that honor both people as well as the planet?

Our approach can be summarized in the form of five goals. Firstly, we aim to “create essence” through our designs for ultimate user satisfaction. Secondly, we want to “create circularity” to increase resource circulation efforts across the entire product lifecycle from manufacturing through to use and disposal. Thirdly, we aspire to “create standardization” in order to streamline our designs and subsequently reduce resource waste and manufacturing costs, and fourthly, to “create longevity” for our products by extending their life cycles and building easily fixable designs. Finally, we aim to “create transparency” through clear communication on the metrics of our design processes with a focus on eco-conscious activities. All Samsung Galaxy designers are guided by these five goals.

Q. Can you share more about how the design team is following through on these goals?

All projects we undertake keep the long-term vision in mind instead of short-term results, and we collaborate closely with the material sourcing teams to ensure our designs incorporate recycled materials. We also share our design strategy and plans with a range of internal stakeholders in order to further vitalize each project with different ideas and perspectives. We make sure to reflect on all the feedback we receive in order to keep eco-consciousness at front of mind when designing.

Q. How important is working with such an authentic mission in mind to the team?

We live in a world where the sharing of information is boundless, making temporary or short-term initiatives meaningless. We embrace the opportunity to think carefully about the values and efforts necessary required to accomplish our vision, as well as how best to communicate our approach transparently. This sense of mission as designers motivates us, and in time, we believe our customers, too, will come to understand and appreciate our determination.

The Samsung Galaxy Identity

Q. Can you share more about the two different designs, based on target audience, you developed for the Galaxy S23 series?

The Galaxy S23 and S23+ feature thin bezels that are slim and balanced on all sides for users to better focus on their screens, while a curved metal frame both protects the screen and provides the user with a comfortable grip. For the Galaxy S23 Ultra, we reduced the side edges and extended the flat surface of the device even further not only to provide better grip, but also to provide more space in which the S Pen can be utilized and ultimately maximize the benefits of the large screen for the user.

Our focus when designing was to convey a consistent design identity across all three devices through simple line design and planes that eliminate all unnecessary elements. Even the more subtle elements, such as the side keys, antenna slit, speaker hole and mic hole, had their size and layout meticulously adjusted to match this. Furthermore, the camera contour cut design seen on the Galaxy S22 and S22+ was removed, and all Galaxy S23 models are now fitted with a single camera design to provide even more consistency across the lineup.

Q. Would you agree that the Galaxy S23 series’ camera’s distinct design is as notable as its performance?

Since a lot of the smartphones currently on the market possess a similar shape, the camera design of a device has become a powerful way to distinguish a product and express brand identity. This is why the Samsung Galaxy S series’ camera layout has stayed the same since the Galaxy S21 series in order to foster a unique design identity.

The external part of the camera is a glossy metal while the internal parts have been processed with smooth hairlines in order to convey the camera’s powerful performance. The design of the inner elements of the camera, including the form, texture and color, were inspired by traditional camera lenses that minimize light reflection.

Future-Forward Color Swatches, Inspired by Nature

Q. Can you please introduce the main colors of the Galaxy S23 series?

Some of the Galaxy S23 series’ components were built using recycled materials¹ to contribute to resource circulation, so in order to further reflect this idea of environmental protection, the Galaxy S23 series comes in four colors that are based on a concept we call “Shades of Nature”. The Green shade is reminiscent of a tranquil forest while Phantom Black embodies the silent strength of nature, and the bright Cream shade is warming to look at while Lavender captures the energetic nature of everyday life.

Four additional colors that we developed under the concept of “Shades in Dream” — Lime, Skyblue, Red and Graphite² — will be exclusively available for devices purchased online. We wanted to provide online customers with some upbeat and futuristic shades that convey their brightness even when simply seen on-screen. The Lime shade, a brand-new addition to the Samsung Galaxy color lineup, has been designed to be a lively and captivating color swatch, and we hope our users will enjoy this new addition to the Samsung Galaxy color range.

Q. Can you speak more about the recycled materials used in part of the Galaxy S23 series’ back panel glass³?

Recycled materials based on plastic bottles can tend to have a yellowish tint to them, so we were initially worried that the coloring might end up too dark. However, after we processed the materials, we were surprised to find that this recycled material actually helped to create a more natural and organic look for the Cream shade.

Designed With the Planet in Mind

Q. Can you share more about the expansion of recycled materials involved in the Galaxy S23 series’ development?

The front and back glass panels of the Galaxy S23 series devices contain an average of 22% of pre-consumer recycled content, and the film that goes inside the back glass panel incorporates 80% of recycled plastics sourced from discarded plastic bottles. Furthermore, the inner components of the Galaxy S23 Ultra, including the S Pen cover and the lower speaker modules, have been built using recycled ocean-bound plastic sourced from discarded fishnets and plastic bottles, and aluminum byproducts from the manufacturing process were used for the S23 Ultra’s side and volume keys.

Furthermore, the packaging box is made from 100% recycled paper and the cover accessory also contains some recycled or biodegradable materials, meaning that all aspects of the Galaxy S23 series’ design reflect our commitment to the circulation of resources.

Q. What efforts have been made to create more eco-conscious packaging designs over the years?

We started to reduce the use of plastic in our packaging designs in 2018. When we first started, we had fourteen different packaging parts within a single package, and now for Galaxy S23 series, we have come a long way to ensure that only six packaging parts⁴ are included. We also made sure to leverage recycled paper materials when building the packaging box itself, and though paper materials made from 100% recycled pulp can be dusty and weaker than regular paper, we undertook extensive research, adjusted the manufacturing process and went through countless quality verification tests to find the perfect composition to use in our product packaging.

Q. What areas will you be focusing on for future package designs?

We will continue to focus on creating high-quality packaging that incorporates recycled paper materials. Our goal is to create our own paper materials made with pulp that we have developed ourselves, as well as to receive recognition for our eco-conscious designs.

Samsung is committed to pursuing innovation that does not take the planet’s resources for granted and that instead repurposes discarded materials in order to give them a second life, thus providing users with true, meaningful value. The Samsung Galaxy S series will continue to bridge the gap between usability and eco-consciousness through future-forward design choices.

Stay tuned to Samsung Newsroom for more on the all-new Galaxy S23 series.

* The images shown are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

¹ The front and back glass panels contain an average of 22% of pre-consumer recycled content, and the film that goes inside the back glass panel incorporates 80% of recycled plastics source from discarded plastic bottles.
² The Lime, Skyblue, Red and Graphite shades are available for purchase at samsung.com. Product specifications, release schedule and availability may vary by region, country, model and carrier.
³ The film that goes inside the back glass panel incorporates 80% of recycled plastics sourced from discarded plastic bottles.
⁴ The six parts included are the packaging box, the manual box, the pulpy tray the front protector, the back cover protector and the data link cable band.

The world is ever-changing, and today’s users are adapting quicker than ever. The concepts of innovation and ingenuity are constantly being redefined, and trends come and go in the blink of an eye. New attempts just for the sake of being new can no longer intrigue or satisfy today’s users.

Understanding this, Samsung Electronics puts huge amounts of effort and craftmanship into perfecting each component of its products, and incredible amounts of investment and attention are focused on even the smallest of aesthetic details. The latest results of such finetuning, Galaxy Z Flip4 and Galaxy Z Fold4, accordingly possess that core design value that can only come through such a process: being able to truly match users’ potential.

Streamlined to Perfection

Both Galaxy Z Flip4 and Galaxy Z Fold4 have gone through meticulous development stages in order to refine their design to the point of perfection.

Sleek and Balanced

In designing Galaxy Z Flip4 and Galaxy Z Fold4, Samsung focused wholly on the devices’ essence to provide unparalleled, immersive full-screen experiences. Straightened edges and slimmer hinges create neatly cut, flat and compact designs that offer a much more comfortable grip.

The screen ratio of the Galaxy Z Fold4 has also been optimized by factoring in the most important aspects of everyday use to balance usability, pocketability and immersive main screen experiences.

Polished and Refined

The rear glass screen of Samsung’s latest foldables has been designed to express colors with much more density while providing a natural yet sensuous feeling thanks to its haze processing. The glossy metallic finishing of the frames, meanwhile, harmonizes with the matte haze glass, contributing to the devices’ overall simple and concise form.

For Galaxy Z Flip4, Samsung’s designers included eye-catching metal décor to further emphasize the upgraded camera experience while maintaining a simple design that captures the seamless composition of the device’s Cover Screen and camera.

For Galaxy Z Fold4, the camera decoration and back glass come together to complete the device’s design, accentuating the horizontal layout of the device’s camera design.

A New Wave of Colors

In order to provide users with more aesthetic freedom when experiencing their devices, the devices in the new foldable lineup come in a range of stylish and energizing color swatches.

The series’ signature shade, Bora Purple, embodies the colorful heritage of the Galaxy series for the Galaxy Z Flip4, while the bright yet elegant Pink Gold shade serves as a more neutral choice. Also featured in this new shade range are a crisp and smooth Blue shade and a simple, inviting Graphite shade. The pastel tones of Galaxy Z Flip4’s color options bring both newness as well as familiarity to the device, while also reflecting the latest in color trends.

For Galaxy Z Fold4, users can choose from the elegant, nature-inspired Graygreen shade, the warm, neutral Beige shade and the iconic Phantom Black shade that embodies that original spirit of the Galaxy series. Each color swatch has been carefully blended for more profound and striking user experiences.

Unfolding New Possibilities

Crucial to the design of Galaxy Z Flip4 and Galaxy Z Fold4 are enhancements that advance the unique experience of these next-generation foldable.

One-Of-A-Kind Practicality

Galaxy Z Flip4’s Flex mode panel¹ mode panel now comes with a touchpad that supports a range of gestures, allowing users to navigate through their device more quickly and conveniently than ever before with such supported gestures as zooming in or out and flipping pages.

Furthermore, Galaxy Z Flip4’s Cover Screen provides even richer user experiences. More widgets, including Calendar, SmartThings Scene and Direct Call, are now supported on the Cover Screen, and a single swipe to the Cover Screen brings up a wide range of features on the Quick Settings screen including sound and brightness controls, Wi-Fi, Bluetooth and Airplane mode. Users can also reply to their messages directly from the Cover Screen using not only preset messages, but also the Speech-to-Text function and even emojis.

The process of taking selfies with the Cover Screen has also been enhanced to provide entirely new user experiences. Unlike previous models, wherein Quick shot would be deactivated when the device was unfolded, users can continue using their camera even when the device is unfolded to a certain angle, allowing for selfies taken at a variety of angles and perspectives. Users can also enjoy upgraded preview images on the Cover Screen that reflect the actual ratio of the photo, as well as Portrait Mode, for better selfie experiences even when on-the-go.

A Multi-Tasking Wonder

Galaxy Z Fold4’s Taskbar feature takes the productivity and efficiency offered by a big screen to the next level. The continued layout of the Taskbar from the Hotseat provides more visual consistency, and users can create a Taskbar with their most frequently-used apps to switch back and forth between them seamlessly. What’s more, with just one touch to the All Apps button on the far left of the Taskbar, users can enjoy instant access to all of their apps.

Galaxy Z Fold4 has also been designed to leverage every inch of its wide screen to provide truly efficient multi-tasking experiences. Users can quickly activate Multi-window using the drag-and-drop method, or save a favorite App Pair right on the Taskbar. Users can also create split screens using window handles or simple gestures,² or use Multi-window in a pop-up style for multifaceted multitasking that suits every user’s needs.

For more precise photo-taking experiences, zooming in 20x in Capture View mode with the Main Camera activates a larger zoom map on the left hand of the screen that shows a panoramic view of the image preview. Furthermore, when a user is activating the Cover Screen preview feature, they need simply press the selfie button on the upper left corner to enjoy full control of Galaxy Z Fold4’s camera right from the Cover Screen for even better selfie experiences.

Captivating Users Through Color With Bespoke

With Galaxy Z Flip4, users have more freedom than ever when customizing the design of their device. The expanded Galaxy Z Flip4 Bespoke Edition program includes five glossy glass shade options — Yellow, White, Navy, Khaki and Red — and three frame colors — Silver, Gold and Black — that users can mix and match to create their very own device design.

Covers to Carry You Through the Day

Inspired by the comfort and feel of carrying a premium leather wallet, Galaxy Z Flip4’s Leather Cover has undergone a complete makeover with stylish results. Furthermore, the Silicon Cover with Strap and Silicon Cover with Ring continue to pair handy usability with trendy designs.

In order to match the upgraded design of Galaxy Z Fold4, both the Standing Cover with Pen case, known for enhancing the user’s S Pen³ experience, and the Silicon Cover with Strap, originally made popular with Galaxy Z Flip, have also been redesigned. For those looking for comfort as well as style with their case choice, the sleek Standing Cover, which complements the device’s large screen perfectly, and the Leather Cover, for a high-end feel, are also part of the Galaxy Z Fold4’s case lineup.

Stand Out From the Crowd

Galaxy Z Flip4’s Cover Screen clock options now come in a variety of styles that the user can harness to express their everyday feelings and sentiments, just as one might match their clothes to their mood. From the simplest of designs to all kinds of graphical designs, the selections available for the device’s clock face are more diverse than ever before, a design choice based on the multitudinous nature of today’s differing lifestyles.

Users can also choose from images, GIFs and videos for their Cover Screen background, and can even match their Cover Screen to their Galaxy theme for more harmonious and cohesive device experiences.

The design process behind Galaxy Z Flip4 and Galaxy Z Fold4 went beyond simply the pursuit of ‘newness’ and instead harnessed relentless innovation to allow users to reach the full potential of their lifestyles, as well as to allow for the genuine expression of who the user is at any given moment.

With Galaxy Z Flip4 and Galaxy Z Fold4, the two latest entrants into the company’s genre-defying foldable lineup, Samsung is continuing to expand experiences for its users into whole new realms of the foldable experience.

* The images shown are for illustration purposes only and may differ from the actual product. Product specifications may vary by country, region, model, and carrier.

¹ Flex mode is also supported on Galaxy Z Fold4. Flex mode must first be activated via Labs in Settings. Certain applications may not support Flex mode.

² To use this feature, users must first activate Quick via Labs in Settings.

³ S Pen sold separately.

Our homes are where our daily lives take place. In a home, we prepare meals, relax and unwind, take care of our pets and family and create memories. Now, thanks to innovations in technology, consumers can transform a house into a connected space that adapts to and enhances their unique lifestyles. At a time when turning a house into a home is more valued than ever, Samsung Electronics’ SmartThings Home Life provides an all-in-one service to help users live easier and more comfortable everyday lives.

A Connected Home System

SmartThings Home Life delivers smarter and more seamless experiences across various home appliances, such as TVs, refrigerators, washing machines and air conditioners, by connecting them in a single platform. Simply by talking to Bixby, users can operate all of their home appliances in a way that’s easier than ever before. For instance, automating your everyday tasks is quick and convenient in the SmartThings app. By setting these tasks as Routines in the app, you can eliminate the hassle of repeating these daily tasks yourself, such as manually adjusting the settings for loads of laundry or turning on the air purifier every time you open a window. Now, you can experience a better, smarter way to live each day with the SmartThings Home Life’s customized home service, tailored just for you. Read on to learn more about how SmartThings Home Life elevates any situation in your daily life to be smarter, safer and more convenient.

Indulge in a Delicious Dinner for One

After a long week at the office, I decided to pick up some beef tenderloin for myself on my way home. When I return home, I’m unsure of what I want to cook, so I say, “Hi Bixby, find me some recipes with beef tenderloin.” After hearing a few options, I choose the recipe that sounds the most appetizing and begin cooking right away. According to Bixby, the key to this dish is properly roasting the meat. I use the Sensor Cook to sear the tenderloin to medium. The kitchen hood turns on automatically as soon as I start using the induction, so I continue to cook without worrying about any lingering odors in the house. I know I’m not the most talented chef, but I feel great about cooking a perfectly seared steak.

Before I start eating, I open the window to feel the spring breeze. As I plate my meal, SmartThings Cooking recommends me a wine that complements the steak, and the air purifier turns on after analyzing the air coming through the window. After taking pictures of my first successfully cooked meal, I take a sip of wine. It feels as if the fatigue from an exhausting week just melts away.

□ SmartThings Cooking

SmartThings Cooking is a service that helps any user easily prepare meals like a professional chef. Thanks to an interactive cooking guide that reads out recipes and sends instructions to kitchen appliances, users can solely focus on cooking without the need to dig through recipe books while handling food. Going even further for convenience, users can enjoy high-quality cuisine by simply scanning the bar code on a meal kit. SmartThings Cooking will help users prepare their meals through connected kitchen appliances. In addition, by scanning the labels on meat packages, SmartThings Cooking can recommend different recipes and tips on storage methods. Users can also scan wine labels to save them to a wine list, keep track of their inventory and get recipe recommendations that pair well with each wine.

□ SmartThings Air Care

SmartThings Air Care is a service that provides a complete air care solution using your home appliances, such as air conditioners and air purifiers. You can breathe easy with the Air Quality Keeper, which monitors and controls the air quality in your home automatically. The app also recommends air purification methods to maintain healthy indoor air quality based on current conditions. Whether you’re relaxing in the living room on a dusty day or preparing a feast in the kitchen, users can always have fresh, breathable air without ever opening a window or pressing a button.

Take Care of Your Pet From a Distance

These days, due to an important project at work, I haven’t always been able to make it home on time. I’m worried about my pet, Max, who has been spending more time alone at home. Thankfully, whenever I miss him, I open the SmartThings app to check on him. In the past, the app alerted me that Max frequently barked while alone, but these alerts have decreased after he went through training sessions with the vet. I’m proud of him for doing so well by himself at home. I turn on the lights and TV with the app in the evening so Max doesn’t feel lonely. It looks like I’ll be working overtime again today, so I fill up Max’s dinner in his bowl through a feeder in advance.

Suddenly, a SmartThings Home Care notification pops up from my parents’ house. I turn on my parent’s Jet Bot AI camera to look around, discovering that my mom tripped on the kitchen floor. I immediately call her, and she says that she cried out for help when she fell and couldn’t get up afterward. Thankfully, she says that she wasn’t hurt. This weekend, I will definitely take some time to visit her with Max.

□ SmartThings Pet Care

SmartThings Pet Care creates a customized environment for any pet using your connected home devices. For instance, your air conditioner can be set to an optimal temperature depending on your pet’s breed, and your air purifier can effectively clean your pet’s fur from the air. Users can also turn on the TV or some music to keep your pets company while they are alone at home, creating a stable and safe environment for the pet no matter where the owner is. In addition, users can receive notifications when their pets bark or review the notification history to identify any possible signs of separation anxiety.

□ SmartThings Home Care

SmartThings Home Care’s Family Care service provides a sense of security for any home. For instance, when the Jet Bot AI detects a family member shouting, “Hi Bixby, please help,” it immediately sends an alert to the other family members. Users can then search all over the house using the camera on the robot vacuum cleaner or contact another family member to help handle the situation. With safety at its core, SmartThings Home Care’s Family Care service can help alleviate concerns about leaving any family members alone in the house.

Keep Your Golf Clothes Lasting Longer

I like to spend all of my Sundays playing golf with my friends. After playing a round, I always come home and store my brand-new golf shoes in the ShoeDresser to keep them nice and clean. The shoes are comfortable, so I want to keep them in good condition and wear them the next time I play 18 holes. After putting away my shoes, I go to the dressing room and put my golf wear in the AirDresser. SmartThings Clothing Care recommends a wash cycle perfect for the fabric of my golf shirts and pants. I save this cycle as ‘My Golf Care’. From there, I use the time I saved to organize the rest of my gear. I always feel recharged after spending the weekend playing golf, and it gives me full energy to start another week.

□ SmartThings Clothing Care

SmartThings Clothing Care is a service that makes properly caring for clothes fun and easy. The service learns your specific habits based on the time, day and weather. From there, SmartThings Clothing Care suggests appropriate clothing care tips for the washer, dryer, AirDresser and ShoeDresser suitable for your clothes and shoes. This service provides holistic, integrated care for your wardrobe, depending on each piece’s use or purpose. Often, properly caring for clothes is a difficult task. By saving and naming these clothing recommendations as an automated course in the SmartThings app, you can ensure your clothing lasts without remembering all the fine details. Going beyond quality care, you can also manage your clothes like a pro using the recommendations provided to maximize the synergy of your clothing care appliances.

Celebrate Spring With a Deep Clean

As the weather gets warmer, I always bring in the new season with some spring cleaning. I start by planting some flowers and washing my winter blankets. A couple of days ago, the SmartThings app notified me to replace my air purifier filters. The filters arrived just in time, so I replace them right away. I feel very productive, as I’ve knocked out an important task on my spring cleaning checklist. Then, I vacuum away the dust in every corner of my house. I celebrate a job well done by lying on my sofa with a glass of cool water, feeling fully refreshed. I look forward to the upcoming spring season.

□ SmartThings Home Care

SmartThings Home Care is a service that not only keeps tabs on all of your Samsung home appliances, but also responds to and helps prevent problems by predicting them in advance. For instance, the app sends you an early freeze risk alert when the weather becomes rapidly cold. It also offers a defrost guide and recommends you to use your air conditioner’s diagnostic functions as the weather warms up. Additionally, the service checks the status of any replaceable components in real time, sending you a notification when a replacement is required and streamlining your process to purchase a replacement. With SmartThings Home Care’s friendly chatbot service and its step-by-step response guide, users can troubleshoot home appliance issues independently without relying on a repairman for simple tasks.

Save Energy Today for a Better Tomorrow

I’m very passionate about saving the environment — I carry a tumbler instead of a disposable cup, I use an eco-bag to avoid plastic bags and I eat a vegan diet. Recently, I’ve been exploring other ways to reduce my carbon footprint, so I have been looking into managing the energy consumption of my home appliances. With SmartThings Energy, I can check how much energy each device uses, control its energy consumption and receive tips on reducing energy usage for my most used devices. The best part is the AI Saving Mode, which automatically switches my devices to Energy Saving Mode before they reach a preset usage target. I hope my efforts, whether big or small, can help build a sustainable future.

□ SmartThings Energy

SmartThings Energy allows users to take control of their energy consumption by providing real-time, detailed and accurate information on where and how energy is used within their home. The service measures energy levels in kilowatt-hours and cost over time, so any user can easily understand how much energy a device uses. The app also offers specific tips on reducing energy usage and encourages users to integrate eco-conscious activities into their day-to-day lives. Additionally, turning on AI Saving Mode helps reduce your energy usage by automatically switching your devices to Energy Saving Mode once they reach a certain energy use.

* The images shown are for illustration purposes only and may differ from the actual product. Product specifications may vary by country, region and model.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Award conducts comprehensive evaluations of differentiation and impact, among others, in a total of nine categories — Product, Packaging, Communication, Professional Concept, Interior Architecture, Architecture, Service Design, User Experience (UX) and User Interface (UI).

“It is important for a design to connect the changing values with innovative technologies,” said Jinsoo Kim, Executive Vice President at Corporate Design Center in Samsung Electronics. “We are committed to offering a meaningful experience that both meets the various demands of customers and improves the quality of our lives.”

Three Gold Award Winning Products Recognized for Designs That Offer Customized Experiences to Different Lifestyles

The Freestyle is a portable screen that can display as large as 254cm in diagonal length depending on the environment where it is used, be it on the wall, the ceiling or the floor as it rotates 180 degrees.

Thanks to its lightweight and minimal design, The Freestyle is highly portable, allowing the user to hold it in one hand, and can be used with ease both indoors and outside such as on camping sites. Depending on each individual lifestyle, it can also be used as a Bluetooth speaker or as an ambient lamp that can glow light in various colors.

The Galaxy Z Flip3 was honored for its iconic and compact design that comes with premium features and exclusive foldable experiences, providing a truly personalized smartphone experience. With Galaxy Z Flip3’s unique form factor, users are able to enjoy the full smartphone experience when unfolded and pocketable design when folded in half. Not only is the design refined by providing a large Cover Screen, but it also maximizes the usability by allowing users to view notifications and capture a quick photo even when folded.

The vacuum cleaner The Bespoke Slim also won the Gold Award for its simple design that blends well with the surrounding living space. The Bespoke concept, which brings customized products to fit lifestyles and tastes, was applied to the product, improving the experience throughout the entire cleaning process from product storage to dust emptying.

Total of 71 Awards, From Product to UX Design, Including TV, Home appliance and Smartphones

With its designs being recognized in all categories at the iF Design Award 2022 including Product and User Interface (UI), Samsung Electronics won the most number of awards totaling 71.

In addition to the three Gold Awards, the Neo QLED 8K, the Bespoke French Door Refrigerator and the Galaxy Buds2 also won awards in the Product category.

The One UI 4, new interface of Galaxy smartphones that enables users to customize their devices, and the Galaxy Upcycling at Home, which allows users to build a smart home by recycling unused Galaxy phones into Home IoT devices were also recognized for the design excellence.

“The society and environment we belong to are constantly changing. With this change, users desire more complex and diverse experiences. In today’s world, there is also a constant influx of innovative products based on advanced technologies that change our everyday lives. In the midst of all this change, One UI will always listen to the voices of customers and continue to evolve so that our users can comfortably and joyfully experience their everyday lives.”

– Yoojin Hong, Head of UX Team for Samsung Electronics Mobile eXperience Business

Samsung Electronics designed the brand identity for One UI 4 as a seamless mobile experience that is able to harmonize with any device or story. The delicate yet flexible elements of the interface help users freely express their individuality while providing the tools to make everyday life more convenient and secure. In any situation, One UI 4 elevates the user’s lifestyle to a new level thanks to its expansive possibilities.

Samsung Newsroom sat down with Samsung’s UX design team to learn more about the user-first design process behind One UI 4.

Simple and Streamlined Style

It’s easier to focus on what matters most when unnecessary items are removed from view. One UI 4’s clear visual hierarchy guides your eye to the most important elements on each page at a single glance.

One UI 4 arranges colors and text so users can understand information intuitively. By simplifying the color system and readjusting the font size and thickness, One UI 4 delivers a clearer and more cohesive visual experience.

The new version of Samsung UI also organizes information into a system of streamlined, updated cards to enable instant understanding of facts and figures. By removing visual distractions and categorizing data into layers, users can now effortlessly navigate through their device to find whatever they need, whenever they need it.

Q: What was the reason for the color system re-organization and which part of the task did you focus on?

The key theme behind this color system re-organization was ‘Clean up’. We carried out the task by applying color to the most important information first and keeping less important information more monotone.

Q: Functional colors with similar meanings have also been unified, specifically red and green.

Red is usually associated with the ideas of Stop, Delete, Remove, Reject, or Decrease. Before One UI 4, the colors of features with a similar purpose were all slightly different. We focused on unifying the theme by using only one shade of red so that users could clearly understand the context of each function. Additionally, we slightly increased the brightness and saturation to enhance visibility while combining all the different reds and greens into their single respective colors.

Q: It seems that the font was tidied up all around through letter spacing and boldface type. Please explain how this was implemented.

We focused on making the presentation of information more prominent than before by adjusting the visual contrast based on the priority of information. We created optimal negative space by altering the dynamics of the font size and thickness according to the content’s importance.

Q: The overall Weather app has been upgraded with a clean, stylish look along with a new weather icon.

What people consider to be important information varies from user to user. For instance, the current weather is important to some people, while changes in the weather throughout the day are more important to others. While this information was previously mixed in the upper main card, One UI 4 now displays ‘current weather’ and ‘today’s weather’ separately. The essential data, current temperature, location and weather icons were revamped with stylish visuals and placed at the top to enhance readability.

Q: How has the Calendar app been reorganized to provide the date and calendar events more easily?

Based on our data, most users create between one and three calendar events a day. With that in mind, we designed a screen that looks seamless, even without any events scheduled for the day. We also allowed users to pay better attention to key information such as the month, day and schedule by replacing the previous gray background with a clear white background. The updated UI features centered text for a stable layout, and we added horizontal lines to create a clear view of information sorted by week.

Q: What kind of efforts were made to effectively communicate data in Samsung Health without looking complicated?

Samsung Health expresses information in three main ways. We used a simple bar chart to describe any range, progress, or status information, such as the number of steps, heart rate, stress, or blood sugar level. We used a symbol to communicate information such as food intake, sleep state or water consumption since cumulative data in this category is more important than progress. Lastly, we included a text-only type that displays a number without a graph when it’s important to know the figure on its own.

Q: Delivering concise and accurate information seems crucial for the newly-introduced Samsung Wallet since it contains important user data.

The Quick Access tab, the first screen of Samsung Wallet, is divided into a stacked view and an expanded view. While in the stacked view, 35% of each overlapping card can show information. With this in mind, the design team made the most of the space by efficiently placing the logo in the upper left corner while displaying the card properties in the upper right. Information with similar characteristics on each card was grouped together for an easy search. By contrast, functions and information with different features, such as usage history and running tasks, have been separated visually.

Safe, Comfortable and Secure Usage

As more time is spent on smart devices, there are more things to keep in mind, such as security and health. One UI 4 values the importance of people using smart devices to stay safe and comfortable anytime, anywhere, without worries or inconvenience. It is natural for users to feel anxious about having their personal information leaked through their smart devices. One UI 4 has been implemented with various features to protect users with high standards for security and privacy.

Every detail was carefully examined to help users conveniently use their smart devices in any setting. Dark mode reduces visual fatigue down to even the smallest detail. Additionally, a consistent visual design has been applied to provide comfortable usability even across multiple devices.

Q: Users can check when the camera or microphone is turned on with an icon. Where did you get this idea?

User interest in privacy and security has increased significantly in recent years. We applied the same newly-added function to the Android 12 OS, keeping the users’ best interests in mind.

Q: The Permission Dashboard shows where and how often the camera, microphone and location data have been used. Can you tell us more?

Malicious apps that access and exploit various sensors and data after gaining access to personal information have recently become a problem. The Permission Dashboard can now check and block apps that request unnecessary permission for personal information, even while the app is inactive.

Q: How did the design details come together for Dark mode?

We tried to find an appropriate level of darkness to enhance visual comfort without compromising each app icon’s aesthetics and striking features. As a result, we decided upon the current darkness level that naturally and uniformly tones down the entire app icon color, prevents glare from white space and satisfies the visual balance between home screen elements.

Q: How do you ensure that various Samsung devices can be smoothly and comfortably used together or individually?

One UI 4 applies a single visual language to various Galaxy products, including smartphones, tablets, smartwatches and PCs. Devices can be used comfortably through unified elements such as icons, rounded corners, components, menu styles, layouts and more, even when changed.

Self Expression, Centered on You

For today’s users, smart devices have become a tool for expressing one’s emotions and individuality. One UI 4 expands the range of choices and customizable features to match every user’s unique lifestyle and tastes.

From personalizing their devices with different wallpapers to using the Color Palette function to change the visual theme of each device, users can reflect their individuality and taste to the fullest.

Customization and self-expression have never been easier or more enjoyable than in One UI 4. Users now can combine two emojis into one or use AR Emoji to reveal their virtual selves. One UI 4 expands the user experience through new options for users to make the device their own, from smartphones to smartwatches. For instance, users can customize their smartwatch to fit their lifestyle through various unique watch faces, or they can stay up to date with updated widgets. No matter how a user experiences One UI 4, there are limitless opportunities to add their personal touch.

Q: How did the wallpaper’s ‘Particle’ concept come about?

We researched different design elements that can be freely expressed on a variety of products. In the process, we discovered the potential and scalability of a material called ‘Particle’.

Taking the Galaxy Z as an example, we were inspired by the art of paper folding when conceptualizing the message we wanted the product to communicate through its foldable structure. We believed this type of art’s versatility, strength, continuity and expandability represented the Galaxy Z Fold’s characteristics. The Galaxy Z Flip was also designed in a similar context, but we differentiated the two by highlighting a more fashionable and unique product image for the latter.

Q: The Color Palette extracts five colors from the wallpaper and changes the visual theme of the device. How was it implemented?

The color palette is a function that integrates Android 12 Material You – Dynamic Color based on One UI. It uses five colors extracted from different wallpapers to support Google and other apps.

While researching color palettes, we collaborated with designers researching the best method to extract color from an image. Together, we discovered an optimal color extraction method that analyzes the original image, divides it into color groups, and then develops a prototype that recognizes the distribution of extracted color.

Q: Why was the decision made to tone down the colors from the original version?

The design was revised to convey the overall mood of the wallpaper for users to focus on and comfortably view the content. In the final version, the background color saturation was lowered, and the buttons were adjusted for colors to stand out without straining the eyes.

Q: The Emoji Pair, which expresses two different emojis in various animations, is a new and entertaining concept.

Emojis expressing complex emotions such as ‘sad-laugh’ and ‘laughing but not laughing’ have never existed before. The need for these complex emotions was confirmed through user interviews. Thus, the Emoji Pair was born.

Q: The concept has been expanded from ambivalence to complex emotions. What was the reason?

When the first concept was ambivalence, we decided that the situation of combining emojis with similar emotions without opposition should also be considered, since forcing the user to create emoji combinations is an impossible task. This is why the concept’s scope has since expanded from ambivalence to providing more complex emotions.

Q: The sophisticated movements of AR Emojis’ witty gestures are very eye-catching. How are these animations made?

Simple movements and expressions have been carefully worked on by animators one at a time using the keyframe method. They also collaborated with famous artists to create high-quality motion graphics, such as professional dance moves.

Q: How do the preferred AR Emoji stickers differ by country or age?

AR Emoji stickers were produced based on voting in four countries: South Korea, Brazil, the United States and the United Kingdom. While there was no significant difference in overall preferences between the countries, there was a slight difference among the age groups. People in their twenties preferred more caricature and exaggerated stickers than those in their thirties. Most users wanted to give off a funny and pleasant impression, rather than being serious when using stickers. For example, ‘I wanted to exaggerate my laughter while laughing and not be too serious when I’m sad.’

Q: Which part of One UI 4 watch face did you focus on?

When the Galaxy Watch 4 was released, we focused on expanding the spectrum of the Expressive face type. We completed a three-dimensional lineup by adding characters of various styles to the watch face, such as a vegetable character for a healthy diet or a bear character for challenges.

Q: What standards or systems do you refer to when designing various watch faces?

The design system was built by referencing the types and designs of Indexes, Hands and Sub Dials of real analog watches to create consistency between the watch faces. The color of the strap and its surroundings was selected as the primary color to blend with the Galaxy Watch strap, and the remaining colors were chosen based on the international color system.

Q: The One UI 4 widget gives off a neat impression overall.

After continuous consultation and effort, changing the widget shape collectively within Android became possible. We applied the One UI visual language to both Samsung and third-party widgets to enhance their appearance.

The widget area is not wide compared to the information provided by the widget. It was designed to provide visual contrast for information to be seen at a glance while focusing more on what needs to be emphasized. By changing the background color to 100% white, we’ve enhanced the minimalist feel and allowed the user to more easily focus their attention on each widget content.

* The images shown are for illustration purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

The innovative legacy that the Galaxy lineup is known for doesn’t just stop at its smartphones — it applies to all of Samsung Electronics’ devices, too. While maintaining the characteristics of each device, be it smartphone, tablet, or laptop, the Galaxy design refines each product into a simple form. This design ethos integrates advanced technology with the latest trends while maintaining a consistent identity.

The new Galaxy Tab S8 series carries on this legacy. Optimized performance is married with a refined design to expand the user experience in a way that is true to the Galaxy Tab S series.

An Iconic Identity

The Galaxy Tab series has developed over the years, seeing the addition of core user experiences that reflect changing user needs and the application of the latest technologies to devices with a consistent and unique identity. The Galaxy Tab S8 series is a key part of the definitive Galaxy legacy and identity, and consistently reflects the new and improved experiences it provides to users through its design.

The S Pen, a key part of the Galaxy Tab S series experience, bestows a one-of-a-kind identity to the Galaxy Tab S8 series while providing flexible and efficient usability, and has always been included in the box alongside a Galaxy Tab S series device since its first iteration to accompany the user from the beginning. The Galaxy Tab S8 Ultra and S8+ both come with a new and improved S Pen that uses a prediction algorithm for ultra-low latency¹ — delivering an incredible writing experience that mimics gliding a pen across paper. The S Pen charging track on the back of the Tab S8 ensures gentle and firm use by means of a magnet, and the camera hole, S Pen and the Samsung Electronics logo all align smoothly on the back of the device in a linear layout to provide a sense of unity.

The Galaxy Tab S8 series once again offers its users a selection of timeless and harmonious colors. Three colors are available to the series’ users: premium Graphite and Silver hues and a trendy and calming shade of Pink Gold. The matte surface of the tablet, trimmed to match the reinforced metal material, blends luxuriously with the premium color, whichever swatch a user opts for.

Expanded Experiences

The Galaxy Tab S series has always provided users with a wide viewing experience by merit of a large screen. This experience has been further expanded with the Galaxy Tab S8 series. The screen comes in a super slim bezel that brings new depths of immersion, while the enlarged screen is simplified to help you navigate better.

The overall design of the Galaxy Tab S8 series comes together to provide a unified and concise user experience in a way that maintains familiarity by utilizing the same keyboard shortcuts as a PC does. The Galaxy Tab S8 Ultra’s expansive screen also makes it easy for a user to split the screen into multiple, resizable windows, so they can multitask without having to toggle between apps.²

From a communication perspective, the ultra-wide front camera on the Galaxy Tab S8 Ultra helps users communicate clearly when using the device’s wide screen during video calls or meetings. Additionally, the ultra-wide angle camera automatically adjusts for optimal composition, and the 3-way mic solution delivers clearer sound to provide a truly enhanced video communication experience.

Purposeful Versatility

Samsung’s Galaxy products endeavor to align with the priorities of today’s society and help their users in their pursuit of more diverse and more sustainable lifestyles. Along with its eco-conscious packaging, the Galaxy Tab S8 series also lets users express their true diverse selves thanks to the versatility of its cover.

The Galaxy Tab S8 series’ cover³ is convenient to use and adds to the enjoyable user experience of the tablet as a whole. The new Book Cover Keyboard for the Galaxy Tab S8 series provides the experience of using a laptop thanks to its full keyboard and backlight. While glass is used for the touchpad itself, premium antibacterial polyurethane has been applied to the touchpad area to improve its usability. Additionally, the Note View Cover for the Galaxy Tab S8 and S8+ allows users to write directly with the S Pen on the transparent cover that mimics the pen-to-paper sensation.

The Galaxy Tab S8 and S8+’s Strap Cover can be rotated 360˚, letting users hold the tablet in one hand and use it freely in any desired direction. The Protective Standing Cover for the Galaxy Tab S8 series features an air pocket and an internal shock-resistant structure to firmly protect the device, while its free-stop hinge allows users to freely adjust the standing angle.

Only the Essentials

The Galaxy Tab S8 series’ packaging focuses on just the essentials, carrying only the essence of the product and reflecting those values held dear to us today. The product thickness, camera structure, S Pen and coloring are presented in a way that allows users to be instantly aware of the key characteristics of their Galaxy Tab S series product. The package itself is the thinnest yet in the series, with the minimization of its volume and weight allowing for the conservation of resources and a reduction in energy used for transportation.

The secret behind the beloved legacy of Galaxy products is in the consistent delivery of those values that are unique to the Galaxy series. Samsung’s designers are constantly persevering on their journey to bring new technologies to users while continuing to preserve the essential identity of each Galaxy product.

* The images shown are for illustration purposes only and may differ from the actual product. Product specifications may vary by market, model and carrier.

¹ Compared to Galaxy Tab S7. Latency speed of 2.8ms measured for Tab S8 Ultra(14.6’’) and Tab S8+(12.4’’) models when using Samsung Notes.

² Certain applications may not support the Multi-Active Window functionality.

³ Accessories for the Galaxy Tab S8 series, including covers, are sold separately. Availability may vary by device model, market and retailer.

Samsung Electronics established a design identity for the Galaxy series with the belief that originality derives from the combination of deep reflection, extensive research, time and effort. Following this process enables new values to be added that elevate the standards for premium smartphones. This is how Samsung has continuously managed to enhance Galaxy smartphones’ designs while maintaining essential values.

Read on to learn more about how Samsung refined the Galaxy S22 series’ design.

The Essence of Originality

For the Galaxy S series, Samsung has always aspired to develop a simple and flat form that harmonizes technology and design without exposing the boundary between them. With smooth, beautiful lines that resemble the curvature of sand dunes, moderation and solidity coexist in the Galaxy S series’ simplified form.

Bold Geometry

The Galaxy S series’ design philosophy prioritizes capturing only the most essential elements in order to establish a unique identity. In the case of the Galaxy S22 series, that means equipping the devices with a flat design and a symmetrical front and back. Details on the sides have been pared down to ensure that the smartphones look sleek and smooth from any angle.

In addition, the Galaxy S22, S22+ and S22 Ultra’s camera layout has been rearranged to establish a design identity that the Galaxy S series will maintain going forward. In particular, the camera of the Galaxy S22 and S22+ has been positioned in such a way that it is equidistant from the devices’ horizontal and vertical edges, creating a more refined impression.

A Seamless Combination

The Galaxy S22 and S22+ both feature analogous colors in their metal camera housings and bodies, creating a sense of unity. The sleek, flat line drawn by the side frame separates it from the camera housing, creating a clean-cut appearance. The camera system, its waterproof structure and the angle of the camera housing were all redesigned and delicately refined and simplified.

Newness Beyond Innovation

Samsung designers continuously strive to raise the bar for premium smartphones even further with innovations that enhance Galaxy devices’ unique identity. Accordingly, the Galaxy S22, S22+ and S22 Ultra demonstrate how Samsung has been delivering the best performance and technology while also considering ways to make it easier for users to utilize the devices and express themselves.

An Optical Illusion

The Galaxy S22 Ultra combines superior performance with a sophisticated design. Here, the scope of the Galaxy S series has been expanded by inheriting the Galaxy Note series’ simple yet sturdy design identity, which is optimized for the S Pen.

As a camera’s performance increases, it tends to grow larger and protrude more from the design. To prevent the Galaxy S22 series’ camera from sticking out, Samsung minimized the camera’s size by optimizing its design. The camera’s mirrored metal frame establishes a brand new look with a specialized finishing method that creates the impression that the camera is floating above the device’s body. These features allow the camera to harmonize with the body. The result is an elegant design that does not protrude too far and includes a mirrored metal frame that reflects the color of the device depending on the angle.

A Versatile S Pen That’s a Joy To Use

The Galaxy S22 Ultra’s built-in S Pen offers a more creative and joyful mobile experience by allowing users to write and draw on the device’s expansive screen. With 70% lower latency, the new S Pen allows users to enjoy a more realistic experience that feels like putting pen to paper.

What’s more, users can also open apps more easily with Compact Mode in the Air Command menu, and the Samsung Notes experience has become even more convenient. When users want to save a link or a web page, they can do so easily using Samsung Notes in a pop-up or split screen and keep the page they were viewing open.

Expand Your World

One UI expands what users can do with the Galaxy S22 series. For example, when frequently used widgets are grouped using the Smart Widget function, widgets that users will find useful depending on the time and location will be automatically displayed. There’s a widget to notify users of upcoming events, as well as one that indicates when their Galaxy Buds’ batteries are low. Removing the need to open multiple widgets at once enables the home screen to be used more efficiently.

The camera has also been enhanced to allow users to take high-quality photos and videos of distant subjects and in low-light settings. Functions that improve the sharpness of selfies and remove the moiré patterns that appear when capturing TV screens or monitors have also been added to the gallery, providing a new photo-remastering experience. The photo editor’s automated AI eraser intelligently detects and removes shadows and light reflectors in a more efficient manner than if users were to select and erase objects manually.

Furthermore, the newly introduced Samsung Wallet¹ feature combines digital payments, ID and asset management in one convenient and secure place. This simplifies users’ daily routine by providing layers of security to protect their private information.

Designs That Reflect Their Era

With Galaxy devices’ designs, Samsung strives to deliver an optimal mobile experience that factors in users’ unique preferences and lifestyles. With designs that evolve with the times, Samsung enables users to use their mobile devices as they wish, supporting more enjoyable mobile experiences that put users in charge of their daily lives. Continuing to do so allows Samsung to create more value and a brighter future for communities and society.

Trendy Yet Classy

The Galaxy S22 series’ colors are both unique and contemporary — classic and premium, but trendy as well. Each device is available in Phantom Black, Phantom White and Green. The Galaxy S22 and S22+ are also available in Pink Gold, while the Galaxy S22 Ultra is available in Burgundy.

The refined Phantom Black hue showcases the Galaxy S series’ premium value, while the pure Phantom White complements the reflection of the metal body, projecting a message of hope and positivity. Green reflects the current times and encompasses a variety of tastes, while Burgundy accentuates the premium value and the modern and unique feel of the Galaxy S22 Ultra. A double layer nano coating adds rich tone and texture to the Pink Gold edition, revealing a variety of colors that go beyond the limits of a standard pink.

More Customization

While the devices’ designs have been simplified and refined, the joy of choosing a smartphone cover is greater than ever. The S-View Flip Cover’s compact display features the same UX as the Galaxy Watch, offering consistent and unified usability. The Frame Cover, meanwhile, offers a choice of two backplates — one clear, one mirrored — so users can easily decorate their device to suit their taste.

The Silicone Cover with Strap combines bold graphics with colors that create a strong impression whenever the smartphone is used, while the transparent Protective Standing Cover features multiple options in terms of kickstand designs and colors, offering users a unique look. A wide variety of cover materials, such as silicon and leather, as well as trendy designs and colors, allow enabling anyone to find a cover design that suits their unique personality.

Reduce & Recycle

The Galaxy S22 series’ design identity is also reflected in its packaging. The number 22 on the package expresses the unity of the camera housing with smoothly permeating graphics, while the bold “S” hints at the smartphones’ stylish and flat design.

The smartphones’ packaging was produced in an eco-conscious manner, utilizing 100% recycled paper. All components, including accessories and manuals, were made more compact to reduce the packaging’s overall volume. These eco-conscious efforts enabled Samsung to equip the Galaxy S22 series with packaging that’s 56% smaller by volume than that of the Galaxy S20.

For years, the Galaxy S series has been setting the standard for premium smartphone designs. Samsung’s ultimate goal for the series is to continuously provide mobile experiences that reflect users’ feedback and evolve in ways that benefit the entire world. Going forward, the company will continue to create innovative experiences that reflect our changing times, break existing boundaries and transcend the limits of what smartphones can do.

* The images shown are for illustration purposes only and may differ from the actual products. Product specifications may vary by country, region and model.

¹ Official release date is TBD. Feature specifications may vary by country, region, model and carrier.

From Every Angle

These days, nomadic working is a lifestyle that is being embraced by people all over the world who are taking advantage of the ability to work more freely, anytime and anywhere they want. Even if our working habits err on the side of ‘flexible’ instead of ‘nomadic’, we all share that desire to have ownership over our lifestyles and lean towards products that help us overcome physical constraints and traditional methods of living, working or doing.

The Freestyle, which is highly portable, does not require any type of fastening and can be adjusted to be used at any angle, is one such product, as users can enjoy the best screen quality anywhere and in any way they desire. “We worked on creating a form that can accommodate all kinds of usage and placement styles,” explained Chulyong Cho, one of The Freestyle’s designers.

Unlike conventional, boxy projectors, The Freestyle’s versatile cradle allows rotation of up to 180 degrees, enabling users to show high-quality video anywhere – tables, floors, walls or even ceilings – no separate screen required.

The Freestyle also features an auto keystone function that displays a 16:9-ratio screen anywhere without distortion. The projector automatically focuses to ensure a clear screen, and retains its level to prevent any inconveniences in viewing. This function helps users display the screen from all kinds of different positions from floors to walls to ceilings.

Me, Myself, and I

In an era where the diversity of our personalities reflects who we truly are, people are rejecting the idea of being limited to one identity. The Freestyle similarly contains such multitudes, exceeding the identity of being a simple device as it can be transformed into a subtle mood lamp.

As was noted by designer Jaeneung Lee, “Users can also enjoy a wider spectrum of experiences through accessories.” For instance, The Freestyle can be directly connected to light stands that use E26 sockets,¹ allowing users to hang their Freestyle from the ceiling so that it can project downwards and deliver a truly unique experience.

Furthermore, with the ambient mode, users can express themselves through unique styles of light and sound. This feature projects a variety of visual concepts into a user’s interior to create a new atmosphere, and users can also harness The Freestyle’s translucent lens cap to project images as a form of mood lighting.

Built for Diverse Tastes and Diverse Uses

The Freestyle has been designed to take into account all kinds of personal tastes and preferences, and is available in a range of color options for users to pick and choose from. “We aspired to create a device capable of matching the lifestyles of all kinds of people and preferences,” explained designer Minsun Kang.

The Freestyle’s cover is also made out of a soft rubber material to both protect the product as well as to exude warmth and usability to any user. “With The Freestyle, we are proposing new ambient experiences that have been based on real insight into the way users are consuming content,” noted designer Jenny Jung.

Furthermore, the overall design of The Freestyle makes it a versatile device capable of matching the diverse lifestyles of any user. Those who enjoy camping can safely and easily bring their device along on a trip; those looking to enjoy content immediately need not worry thanks to external batteries² that support USB-PD and 50W/20V output or above; those looking to relax can transform their room into a gallery with the ambient screen feature; and party people can harness the projector’s range of lighting modes to create the perfect atmosphere.

When designing The Freestyle, Samsung’s designers aspired to create a device that let users view what they want, when they want, wherever they want. The Freestyle goes beyond the capabilities of regular devices thanks to its free and flexible movement and a design ethos that takes after the lifestyle of today’s users.

^* The images shown are for illustration purposes only and may differ from the actual products. Product specifications may vary by country, region and model.

¹ Light socket connection feature will be first applied in the U.S.

² Samsung is not liable for 3^rd party external batteries.

That’s why Samsung created the Galaxy Z Flip3 Bespoke Edition, a first-of-its-kind color customization experience for Galaxy smartphones that allows users to design their very own Galaxy device.

Understanding that one size doesn’t fit all, the Galaxy Z Flip3 Bespoke Edition allows users to choose from 49 color and frame combinations for their device along with special Bespoke wallpapers. Whether you prefer a sleek and clean look or something bold and bright, the Galaxy Z Flip3 Bespoke Edition allows you to build a device that matches your personality.

Samsung Newsroom sat down with Samsung’s design team to discuss just what goes into creating a Bespoke smartphone. Read on to learn about the design process behind one of Samsung’s most ambitious smartphone initiatives yet.

Q. Why did Samsung decide to create the Galaxy Z Flip3 Bespoke Edition?

The idea first came when we noticed a customization trend emerging across all aspects of society. From luxury goods to everyday sneakers, we’ve noticed that consumers are seeking out products that they can tailor to their own tastes and style. Now more than ever, consumers want the ability to express their individuality. With that in mind, we felt that the timing was right for a device that users could truly make their own.

For the past year, Samsung Galaxy has committed to openness – a dedication to creating technologies that help our users eliminate boundaries in their lives. We believe technology should reflect each customer’s individuality, especially the mobile devices that users spend the most time with. We wanted to create a device that was designed, inside and out, to empower users to express themselves.

The Galaxy Z Flip3 was the perfect fit, as users were already connecting with the Galaxy Z Flip series in creative ways. Since the launch of the first edition, we had seen an increase in custom cases, device skins and accessories. We saw that desire for customization and took it a step further with the Bespoke Edition.

— Hye Jin Bang, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. What is the theme that drives the design of the Galaxy Z Flip3 Bespoke Edition?

The Galaxy Z Flip3 Bespoke Edition is driven by the idea of “Celebrating Escape.”

Due to the difficulties from the pandemic, online exhibitions, performances and festivals have become the only available outlet for people to escape from their daily frustrations. During these challenging times, we wanted to offer our customers a unique mobile experience — one that allows them to escape the uncertainty of our world by giving them a chance to shine and express themselves. The Bespoke Edition breaks industry norms as operations are typically built to handle mass production rather than personalization. In this instance, we wanted to move away from the tried-and-true colors that dominate smartphones and lean into hues that stand out.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. Did you have a particular user in mind when designing the Galaxy Z Flip3 Bespoke Edition?

The Galaxy Z Flip3 Bespoke Edition is built to appeal to more than just one type of individual. In fact, each Galaxy Z Flip3 Bespoke Edition is made to order, designed by you to match your unique tastes. We didn’t have a particular user in mind. Rather, we embraced the unique, multidimensional lives of our consumers by giving them a personalized mobile experience.

Every one of us belongs to different groups and identities, and we move between them fluidly. This is especially true of younger generations, who recognize that it is natural to belong to these different groups. They want brands that accept a wide range of experiences and preferences.

We wanted to create a device that reflects this reality and empowers users to express their identity in a way that feels authentic to them.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. How did you select the colors for the Galaxy Z Flip3 Bespoke Edition?

The color selection process was done in three phases: color concept definition, color selection and post-launch review.

During the first phase, we worked together with various teams at Samsung, as well as global color experts and trend specialists, to gather insights on consumer preferences and global Color Material Finish (CMF) trends. After this in-depth research, we developed an overall color concept for the Bespoke Edition and named it “Celebrating Escape.” Celebrating Escape is all about breaking from industry norms. We, as a design team, wanted our customers to truly enjoy this out-of-the-box experience and pursue uniqueness through bright and expressive colors.

In the next phase, we established a color pool based on our research, which we eventually narrowed down to the final selection. At first, we had a wide spectrum of colors to choose from, so we started the long process of narrowing down our pool. To finalize five color options for the Bespoke Edition, we went through numerous internal surveys. We paid particularly close attention to our millennial and Gen Z employees. In one case, for example, our top management was not convinced by the yellow color option, as it was not something commonly seen in the mobile industry. But our internal survey results showed high affinity for yellow among millennial and Gen Z employees, so we included it in our final five color options.

The final stage in our color development process is a post-launch review and validation. We are now in this stage for the Galaxy Z Flip3 Bespoke Edition, reviewing customer feedback and sales results. Data gathered from this research and analysis will be used for future products.

— Hye Jin Bang, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. Why did Samsung choose only five colors for the Bespoke Edition?

Selecting the number of color options was a delicate process. We made our final decision while considering the paradox of choice, a popular psychological theory which states that an abundance of options requires more effort in decision making. We didn’t want our customers to feel overwhelmed with too many color options.

As for myself, our team experimented with our color pool and conducted over 1,280 simulations to sort out the best colors. It was truly a tough process, but we landed on a final selection of two frames and five color options that perfectly complement each other, no matter the pairing.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. How is the design of the Bespoke Edition different from the standard Galaxy Z Flip3?

The key differentiation of the Galaxy Z Flip3 Bespoke Edition is the pursuit of uniqueness through color. While the standard Galaxy Z Flip3 uses colors that will satisfy the majority of people and emphasizes a simple tone-on-tone composition with metal frames, the Galaxy Z Flip3 Bespoke Edition is designed to help our users break the mold and pursue more unique combinations with bright and expressive colors.

In addition to the customizable color options, the Galaxy Z Flip3 Bespoke Edition also comes in special edition packaging with a Bespoke Edition wallpaper and background for the Cover Screen that match the device’s colors for a fully coordinated look.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. What is the most popular color for the Galaxy Z Flip3 Bespoke Edition so far?

Globally, white on both sides with a silver frame is the most popular option. Many also choose pink for both sides with a black frame. In the U.S., however, the yellow and blue combination with a silver frame is currently the most popular choice. We love to see which variations become more popular across different regions, and how consumers are drawn to different combinations. It reinforces why we are offering the Bespoke Edition in the first place.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

To celebrate the refrigerators’ endless potential for personalization, Samsung teamed up with Wallpaper* magazine to host the Bespoke Design Contest. The contest invited consumers from all over the world to submit their own design for the Bespoke refrigerator.

The winning designs, chosen by an expert panel and by consumers’ popular vote, will be put on actual Bespoke refrigerators and be on display through the end of the year at the Samsung KX space in London.

Read on to learn more about how the creative community of Bespoke fans all over the world put their personal touch on the Bespoke refrigerator.

1,581 Submissions

The Bespoke Design Contest offered contestants an opportunity to have their original artwork or designs be brought to life on a canvas unlike any other. The competition ran from July 7 to August 4, 2021, and brought in a total of 1,581 refrigerator designs from all over the world.

The top 50 designs were revealed on August 12, and were selected by a panel that included Wallpaper* editor-in-chief Sarah Douglas, Senior Vice President and Head of Design for Samsung Digital Appliances Harry Choi, Senior Vice President and Head of Samsung Design Europe, Felix Heck, interior designer Kelly Hoppen CBE and artist Yinka Ilori.

From August 12–22, the competition invited the public to vote for the top 15 entries by ‘liking’ designs posted on Samsung Bespoke’s Instagram page (@samsung_bespoke). The top 15 designs were revealed on August 25, which leads us to the moment we’ve all been waiting for: the reveal of the top three winners!

Ready for Their Close-Ups

The winning designs feature bold mixtures of colors that evoke the serenity of nature, as well as the feelings of joy and connection that come with cooking.

Photo by Gareth Williams and Lucy Hardcastle, with 3D designs by Thiing Studios in collaboration with Wallpaper*

“Lost Landscape” by Rita Louis

The contest’s top prize went to Rita Louis for “Lost Landscape”, a design that features brushstrokes of milky white and bold blue ink. “I have always [looked] to nature when it comes to inspiration,” said Louis, who added that she created the design to evoke the same sense of calm she feels when observing nature or enjoying a walk.

The judges praised Louis’ work as “artistic, light and inspiring,” and noted that it works well both when the units are separated and when they are together.

“Foodie” by Weronika Slifierz

Second place went to Weronika Slifierz for “Foodie”, a design that evokes the joy of eating delicious food with a color palette inspired by ’90s-era illustrations. “My design is called ‘Foodie’ for a reason!” explained Slifierz. “I love good food, and I think everyone should take time to appreciate a good, healthy meal as often as possible.”

London-based artist and judge Yinka Ilori was particularly taken by Slifierz’s art. “I loved the use of colors, and the illustrations really put a smile on my face,” said Ilori, who added that the design would be perfect for her kitchen.

“nestled” by Ioana Sabau

Third place went to Ioana Sabau for “nestled”, a cozy and colorful design that depicts two people leaning in for a kiss. Sabau was inspired by the belief that food always tastes better when making it with others. “I believe food brings people together, and that the time we spend in the kitchen can be [time when we are] connecting with each other,” explained Sabau.

Samsung Senior Vice President and Head of Samsung Design Europe, Felix Heck, described being captivated by Sabau’s art. “The colors, the scale, the symmetry and the cute, cartoony abstraction create a uniqueness and beauty that make me feel positive [about] this beautiful little love story,” said Heck.

Competitions like the Bespoke Design Contest demonstrate how the ability to customize devices enables a truly one-of-a-kind home experience. Going forward, Samsung will continue to explore ways to enrich that experience by putting the power of personalization in consumers’ hands.

The IDEA 2021 awards for Samsung include creative designs across multiple categories, showcasing Samsung’s excellence in consumer lifestyle design from product design to interactive and advanced concept design.

IDEA, hosted by the Industrial Designers Society of America (IDSA), has been held annually since 1980. Widely viewed as the most influential design awards program in North America, IDEA considers design innovation, benefit to user and benefit to society as part of its criteria for selecting its awardees.

Samsung attained seven Silver awards for its cutting-edge creations including:

• Samsung Neo QLED 8K (QN900A), which deploys the Infinity Screen design that maximizes immersion by minimizing the bezel.

• Bespoke Cube air purifier (AX9500N) with the innovative concept of letting consumers choose the purifier’s front panel design according to their lifestyle.

• Bespoke Slim (VS6800AL),¹ a vacuum cleaner, which offers a slim and customizable design that fits in a small space.

• SmartThings Cooking, enabling one-stop culinary experience powered by Whisk’s Food AI.

The following received Bronze awards:

• The Frame, a lifestyle TV that can be matched to any home décor and features ‘Art Mode’, which allows viewers to enjoy masterpieces from their homes.

• The Premiere, a lifestyle projector designed for those who want to create a theater-like environment in their homes.

• Bespoke 4-Door Flex refrigerator, which helps consumers achieve their desired lifestyles through flexible, personalized offerings.

“The pandemic affected consumers’ lifestyles in many ways, so it is more important than ever to keep an eye on how those change and to offer meaningful experiences to consumers accordingly,” said Dontae Lee, Executive Vice President and the Head of Corporate Design Center at Samsung Electronics. “We will continue to provide optimized experiences for consumers based on a variety of lifestyles with the design that best resonates with them.”

The IDEA 2021 Ceremony was held virtually on September 21. The International Design Conference is also being held virtually for two days from September 22 to 23. Dontae Lee is scheduled to deliver a keynote titled ‘Design for a Better Tomorrow’ at the event.

The list of all 48 award-winning designs can be found here.

¹ The product is currently available in Korean market.

Today’s lifestyle choices, as diverse as they all are, have one thing in common: self-expression. From what we wear to the life we live – even to the devices we buy – putting our personality first and foremost is always of utmost importance.

Following the changes in such trends, smartwatches have grown to be part of this self-expression movement thanks to their nature as a device that goes beyond its role as a mere accessory. Samsung Electronics’ Galaxy Watch4 series is no exception to this. Its perfectly rounded shape continues the unique identity of the Galaxy Watch series, and the broad selection of straps available caters to all kinds of personalities and preferences. With a clear identity as well as offering unique self-expression, Galaxy Watch4 has truly been designed for the modern user.

“We used the perfect shape of a circle as our core concept in order to capture the originality of the Galaxy Watch and preserve its identity as a watch.” (Insik Chung, Galaxy Watch4 Designer)

One Core Element

The circle is the founding identity of the Samsung Galaxy Watch. A simple yet polished form resembling most traditional watches, the circle is a core design element that has been incorporated into the Galaxy Watch series from the very beginning.

Samsung’s designers worked hard to create this user-friendly structure with all the basic watch-like qualities that avoids anything complicated or distracting in order to develop a truly differentiated product. By removing any unnecessary decorative elements and focusing on the true essence of the device, the Galaxy Watch series designers managed to create a watch design that is not only timeless, but is also the perfect addition to any user’s wrist.

A Singular Identity

The Galaxy Watch4 and Galaxy Watch4 Classic both share a single design language and therefore a consistent identity. Based on the essence of the circle, a seamless line from the screen to the body frame and to the strap has been applied to both models based on the concept of the circle, and instead of pursuing differentiated design ideas such as ‘minimalistic’ or ‘classic’ as before, Samsung’s designers truly honed in on the concept of the circle to create a design that is bolder and more unique. Thanks to a refined form that truly captures the essence of the Galaxy Watch, both Galaxy Watch4 and Galaxy Watch4 Classic are united with one singular design identity.

“The way the body frame sits around the screen makes on-screen information more noticeable, and the smartwatch’s seamless strap provides a comfortable fit.” (Juan Lee, Designer, Kenzi Yamauchi, Designer)

Seamless Aesthetic, Seamless Fit

The Galaxy Watch4’s strap connects seamlessly and effortlessly to the watch body. Samsung’s designers created a silhouette that serves as an outline for the circular frame in order to emphasize the screen better. The body line design is not only crucial for aesthetic appeal, but also for providing optimal fit for users. The designers carried out countless mock-up trials in order to create the slimmest and most flexible line design possible that also offers users a natural and snug fit on their wrists.

Meticulous Design

A smartwatch can help a user track their movement and other health-related information as it is so closely placed in contact with its user’s body. Samsung’s designers focused on his ‘monitoring’ aspect of the smartwatch and considered several ways to improve the watch’s fit and stability for this purpose. The result of this development process is the H-Wing strap. The Galaxy Watch4 series’ H-Wing strap connects with the screen and ensures that the sensors underneath the watch are attached firmly to the user’s wrist. This security provides a stable, ergonomic fit with greater accuracy for tasks such as measuring the user’s heart rate or ECG.

Effective Materials

Samsung’s designers made sure to produce a strap for the Galaxy Watch4 series that is able to meet a user’s expectation in terms of aesthetic as well as functionality. The resulting Hybrid Leather Band was designed meticulously with both these standards in mind: its exterior is made of leather, while the interior of the strap is made with sweat-resistant Fluoroelastomer (FKM). While the exterior and the interior sides of the strap are made from different materials, they come together seamlessly thanks to a unified color scheme.

“The strap’s material and colors reflect the characteristics of users who desire change.” (Jungsang Park, Designer, Sangsoo Lee, Designer)

Diverse Choices

Color is a design element that allows for self-expression while also bringing a product to life. Samsung’s designers made sure to develop a variety of strap colors based on the latest global trends so that users can complete their look in style.

The body frame of Galaxy Watch4 comes in black, green, silver and pink gold, while Galaxy Watch4 Classic comes in the classic shades of black and silver. The extensive strap selection for the series comes in a variety of colors that complement both the watch bodies and their function, including the Sport Band, Ridge Sport Band, Extreme Sport Band, Hybrid Leather Band and the Milanese Band. These straps can be purchased separately so that users can pick and choose their straps as they see fit.

Your Style, Your Way

A smartwatch is the perfect way to showcase your own personal style and aesthetic, a subtle yet powerful means of self-expression given that it is a device that goes everywhere with its user. Galaxy Watch4 users can select and combine the body and strap components as they wish in order to build their own, unique smartwatch, and in order to cater to diverse needs, a variety of options with over 1,000 potential combinations¹ is available. The Galaxy Watch4 series has been designed to lets users fully express themselves in the same way they might with their smartphone’s case.

A Gift for Oneself

The basic concept of respecting every user’s individuality is incorporated into every aspect of the user’s Galaxy Watch4 experience – right from when they first purchase it. Instead of having a predetermined combination of frame or strap, users can choose and combine the different body frame colors and strap types through the Galaxy Watch Design Studio when purchasing online. Beyond just a smartwatch, the Galaxy Watch4 truly is a gift to oneself that reflects our true values.

A truly great design maintains its value for long periods of time and delivers better experiences to users by reflecting the zeitgeist and preferences of the users that is designed for. In creating the design for the Galaxy Watch4 series, Samsung’s designers focused just on the essence of the product and instilled it with those values of self-expression that are so important to today’s users. The Galaxy Watch4 embraces individuality, enabling it to become a beloved companion in a user’s daily life to both help them and accompany them wherever they may go.

* The images shown are for illustration purposes only and may differ from the actual products. Product specifications may vary by country, region, and model.

¹ The number of combinations available may vary depending on the country or region in which the Galaxy Watch Design Studio is available.

With the introduction of their Galaxy Z series, Samsung Electronics redefined the smartphone experience. By merit of the devices’ innovative form factor, the Z series has expanded the ways a smartphone can be used, thus transforming the daily lives of users who are able to fold, unfold and even place their device upright.

But Galaxy Z Fold3 and Galaxy Z Flip3 offer much more than just their innovative form factors. With a concise design catered to user tastes, the all-new Galaxy Z series provides mobile experiences that are tailored to our modern lifestyles, going beyond design innovation to provide value to users’ daily lives.

Refined Design at Every Size

While both Galaxy Z Fold3 and Galaxy Z Flip3 are foldable phones, the direction Samsung took with their designs differs: whereas Galaxy Z Fold3 features a screen as wide as two smartphones when unfolded, Galaxy Z Flip3 is as compact as half the size of a smartphone when folded.

Differences, aside, both feature unique form factors that come together under the umbrella concept of the Galaxy Z series. Elements that could interfere with the user’s field of view have been shrewdly arranged to allow for visual symmetry and balance in both devices, and the refined designs of both Galaxy Z Fold3 and Galaxy Z Flip3 are singular yet leave the same powerful impression that characterizes the ‘Galaxy Z’ identity.

Unfold and Expand

Whether a user is opening, closing or just simply holding their phone, every motion is smooth and effortless with Galaxy Z Fold3, as the device maintains a fine balance throughout its body when unfolded as well as folded. Going beyond seamlessly bringing two screens together with its refined form and components, Galaxy Z Fold3 also appears slimmer and provides a better grip than its predecessors.

Furthermore, users can take advantage of more uninterrupted viewing experiences when using the device unfolded thanks to new Under display camera technology, and the screen’s seamless 120Hz refresh rate and rich stereo provide deeper immersion when watching videos, playing games or enjoying other content.

Fold and Consolidate

One of the stand-out features of the Galaxy Z Flip3 is its iconic, compact design that allows the smartphone to fit comfortably in one hand. In order to make the user’s experience more convenient, Samsung worked hard to refine any unnecessary elements: for example, the device’s camera and Cover Screen are arranged in one single area to avoid any camera protrusion for a sleeker look.

Along with this change, Galaxy Z Flip3’s Cover Screen is four times larger¹ than that of its predecessor, and comes with a range of additional functionalities. Users can check their alarms, control playlists, record a voice memo, set timers and even make payments with Samsung Pay – all when the device is folded.

From Work to Play: Enabling Versatile Experiences

These days, being able to multitask is a common skill – one that is becoming almost second nature thanks to the role smartphones play. Understanding that today’s users never miss out on the things they love to do as well as the things they have to, Galaxy Z Fold3 and Galaxy Z Flip3 have been designed to help enhance exactly these types of mobile experiences.

Galaxy Z Fold3 users can take advantage of the device’s expansive 7.6-inch Infinity Flex Display and enhanced Flex mode in order to effortlessly handle multiple tasks simultaneously, while Galaxy Z Flip3 users can harness Flex mode to record videos and host a live chat at the same time – all without needing any extra equipment. Galaxy Z Fold3 and Galaxy Z Flip3 have been designed to fulfill the every need of the modern user for both work and entertainment so that there is no need to compromise.

Productivity Features To Let You Do More at Once

Thanks to its intuitive design, Galaxy Z Fold3 is the perfect work companion for day-to-day life. The wide Cover Screen offers access to a wide range of functions all without needing to unfold the phone, and smart multitasking features help increase on-the-go work efficiency. By dragging required apps from the fixed Taskbar² on the Main Screen, users can simultaneously multitask on up to three screens, and any link that is dragged will open up in a new window, preventing any interruption to the user’s workflow.

* The image shown above is for illustration purposes only and may differ from the actual product.

What’s more, Galaxy Z Fold3 is ideal for video conferencing thanks to its enhanced Flex mode, which makes taking notes or browsing materials during a meeting easy no matter where the user may be. Furthermore, the device’s specially engineered S Pen³ lets users drag and drop faster and with more accuracy, and even take handwritten notes for a truly seamless working experience.

Tools To Help You Communicate Better

The design of Galaxy Z Flip3 is iconic in and of itself, but its innovative structure truly comes into play when being used to communicate with a larger group of people.

By simply propping up the device, live broadcasting, vlogs and other similar activities are easier than ever before to film, and even when closed, the Cover Screen can be harnessed to take fun selfies. Galaxy Z Flip3 helps users express themselves just as they want to, be it through their design choices or with their communication with the world at large.

Unique Identities for Every User

While Galaxy Z Fold3 and Galaxy Z Flip3 both embody the design identity of the Galaxy Z series, they offer different unique design values to match the multifaceted profiles of today’s users.

While Galaxy Z Fold3 has been designed as a powerhouse device to stand the test of time, Galaxy Z Flip3 offers users style that doesn’t compromise on function, with self-expression built into the very design of the device. With either device in hand, users can enjoy the craftsmanship and innovation that characterizes the Galaxy Z series, all while making a powerful statement.

Timeless Design Housing Cutting-Edge Innovation

The design of the Galaxy Z Fold3 interprets classic smartphone design in modern ways, featuring high-quality color and finishes. The Phantom Black shade continues Samsung’s unique design legacy, while Phantom Green reflects the importance of sustainability within the current zeitgeist. Phantom Silver, while a neutral tone, features a warm pink finish for a shade choice with depth as well as style.

The leather case⁴ of Galaxy Z Fold3 covers both the front and back of the device, and users can harness the separate, exclusive case for the S Pen to conveniently store their S Pen. What’s more, users can comfortably carry their device with just one hand using the case’s attached ring for utmost convenience.

An Iconic Appearance for Unique Tastes

Galaxy Z Flip3 features an expanded range of options with which users can express their own unique personalities and preferences. The legacy of decorating the front of the device with stickers continues on with Galaxy Z Flip3 as users can now display their favorite pictures or wallpapers on the Cover Screen. For those who want an even more unique device experience, exclusive stylish color swatches are available on Samsung.com,⁵ and users can further curate their statement smartphone through the wide selection of case accessories available, including silicon straps and ring grips.

The journey undertaken by Samsung when designing Galaxy Z Fold3 and Galaxy Z Flip3 is one that has culminated in a whole new era of mobile life. While continuing on the Galaxy smartphone legacy of innovation, the new Galaxy Z series has been designed to be unique as well as offering users the flagship functionalities users know and love. Going forward, Samsung designers will continue to innovate the Galaxy Z series in order to continuously provide users with new experiences.

* The images shown in this article are for illustrative purposes only and may differ from the actual product. Product specifications may vary by market, region, model and carrier.

¹ Compared to Galaxy Z Flip 5G.

² Requires the set up of Labs on your Samsung Galaxy device.

³ S Pen sold separately. Only Z Fold3 Main Screen has S Pen capability. Compatible only with the S Pen Fold Edition and S Pen Pro. All other S Pens or stylus pens not designed for Z Fold3 (including those by other manufacturers) may damage the screen.

⁴ Accessories sold separately.

⁵ Online exclusive colors will be available on Samsung.com in 30 select markets starting from August 11^st 2021.

From voice assistants that tell us the time and weather to automated cleaning units, robotics and AI technologies have already become a major part of everyday life. However, because our experiences with these technologies don’t always line up with our expectations, it may seem like we still have a way to go before AI and robotics become truly seamless.

Samsung Electronics’ designers envision a future in which robots are made to resemble, understand and care for users. Their approach to design is based on fostering natural interactions between technologies and users, rather than simply innovating for innovation’s sake.

The Jet Bot AI+* was designed with this approach in mind. The designers’ vision for a robot vacuum cleaner was one that could analyze users’ natural behaviors in order to provide a cleaning experience that catered to their daily lives and living spaces. The goal was to equip the device with a friendly personality that connected with people, as well as the ability to analyze situations and offer both pets and users their attention. A robot vacuum cleaner that was designed to resemble humans, the Jet Bot AI+* offers a more complete cleaning experience by carefully considering users’ needs.

A Robot That Cleans Like You

Standard robot vacuum cleaners require constant inspection, even when cleaning. This is because the devices tend to require a fair amount of guidance on how to clean your home. To make this process more efficient, Samsung’s designers wanted to design a robot vacuum that cleaned in a similar way to humans. They meticulously examined various functions and structures to enable the robot to manage cleaning independently from beginning to end.

“We thoroughly reviewed the entire process of a robot vacuum’s journey to create a device that didn’t rely on human intervention.”

– Nooree Nah, Designer

The Ability to Think

Many robot vacuum users have experienced those irritating incidents when the robot failed to recognize obstacles in its surroundings, leading it to malfunction or accidentally suck up bulky objects. In order to recognize obstacles and spaces without moving in monotonous lines, a robot vacuum needs to be able to think analytically, like a person.

The thinking process of the Jet Bot AI+* is based on proper perception and delicate sensitivity. The device’s LiDAR sensor behaves like an eye, allowing it to obtain a better understanding of its surroundings by scanning the structure of the house and building a map. Once it has learned the layout of your home, it identifies an optimal path to provide a more efficient clean. The device also features an object-recognition camera that’s been trained using more than a million images of various items, as well as a 3D sensor that can detect objects in front of it, which greatly reduces opportunities for errors.

An Agile Design

Cleaning requires constant and careful attention, especially when cleaning hard-to-reach areas such as under tables and chairs. Vacuums need to be appropriately sized in order to navigate freely between furniture and under narrow gaps.

When refining the structure of the Jet Bot AI+*, Samsung’s designers went to great lengths to ensure that the device’s size would be ideal for cleaning. In a balance of form and function, the LiDAR sensor located on the back of the device has been designed to protrude slightly, while the triangular front bumper includes an efficiently arranged brush, distance sensor and electric wheels. The brush, too, has been optimized for size, delivering a thorough clean wherever it goes.

A Hands-Free Clean

When cleaning a home, robot vacuum cleaners often require user intervention. For instance, users may be required to move their device to clean hard-to-reach areas, and empty the dust bin once it’s finished the job.

In order to clean like we do, a robot vacuum cleaner must be capable of locating and collecting dirt completely independently. The Jet Bot AI+* achieves this without any user intervention by mapping out your living space to detect areas that need to be cleaned and utilizing the Clean Station to empty its own dustbin.

A Sense of Character

Because robot vacuum cleaners tend to inform users of their cleaning routines in a mechanical way, they aren’t necessarily perceived as very ‘friendly’ devices. Samsung’s designers sought to change this. They envisioned a device that could understand and would genuinely care for users, treating them as if they were companions sharing the same living space. The Jet Bot AI+* offers that companionship, and builds strong relationships with users with its unique design and communication method.

“Our focus was to create a friendly AI that befriended the user as a helpful assistant, so they wouldn’t have to interact with a machine-like personality.”

-Yeonsu Kim, Designer

“We focused on designing a harmonious form that emphasized the combination of basic shapes.”

-Jaewon Choi, Designer

22 Expressions

Instead of relaying information via a digital screen like other devices, the Jet Bot AI+* vividly expresses functions and situations with subtle lighting on a curved surface. Before cleaning, the lighting gradually increases, creating the impression that the device is opening its eyes and looking from side to side to examine the structure of the house. The 22 delicately designed lighting animations intuitively and expressively inform users of the robot’s status.

A Friendly Voice

The Jet Bot AI+* is equipped with Bixby, a mobile voice assistant developed by Samsung. Behavior and voice are important factors when it comes to determining personality. With this in mind, extensive research was carried out in various countries to develop a voice that was universally favorable among a diverse set of users.

The Jet Bot AI+’s* voice projects warmth thanks to its meticulously designed tone and manner. When relaying functions and information related to cleaning, the robot exudes reliability by communicating in a clear and direct tone. At other times, it speaks to users in a friendly manner to create a sense of companionship. The device’s witty responses to certain situations and questions make it seem that much more human and alive.

A Comforting Appearance

The Jet Bot AI+* is composed of a harmonious combination of circles and triangles that’s inspired by modern minimalistic design and can stand the test of time. The combination of the two most basic and familiar shapes completes the device’s geometric figure, and accentuates its image as a home mascot. Unlike conventional robot vacuum cleaners, whose designs primarily focus on emphasizing power, the Jet Bot AI+’s* simple and neat design focuses on blending in in any space.

A Sense of Caring

When designing the Jet Bot AI+,* Samsung sought to offer users a richer experience by creating a device that was not just a vacuum cleaner, but a life companion. Accordingly, the Jet Bot AI+* has been designed to go beyond simply thinking like a human being, to helping users knock out chores and lessening their burdens. The device’s pet care functions demonstrate how it makes pet owners’ lives easier by helping them care for their furry friends.

“We thought about pets being left alone at home and how worried their owners must feel when designing the pet care functions.”

-Dongmin Lee, Designer

Leave Home Without Worrying

The thought of leaving a pet alone at home can make many owners anxious. The Jet Bot AI+* offers pet owners peace of mind by allowing them to monitor their pet when they’re away from home. By roaming in designated spaces, the device enables users check in on their home and pets, and even allows them to use connected devices to adjust the temperature or lighting to alleviate any anxiety that their pets may be experiencing.

A Pet Companion

The Jet Bot AI+* not only allows users to monitor their pets, but is also constantly examining and managing pets’ needs. If, for instance, a pet exhibits abnormal behavior due to its owner’s absence, the robot will immediately notify the user and offer them helpful information relevant to the situation. The Jet Bot AI+* can also record pets at home, so users won’t have to miss out on any precious moments that they may have missed when they were away.

It’s clear that robotics and AI technologies are already playing significant roles in our everyday lives. This deep connection is a testament to the fact that, at their core, the inspiration for any product or technology stems from an understanding of basic human insights and needs.

To prevent technology from becoming inaccessible to users, each and every product experience must be carefully designed based on an understanding of human behaviors. Going forward, Samsung’s designers will continue to examine the many different elements that shape human behaviors in order to add more value to users’ lives and living spaces.

* The new product names go into effect on July 5, 2021. This is a change to the product name only. Jet Bot AI+ will become Bespoke Jet Bot AI+.
* Images shown are for illustrative purposes only and may differ from the actual product. The product’s release date and specifications may vary by country, region, and model.

Having observed this shift, the designers at Samsung Electronics have looked to further enhance the portability of Samsung laptops while also refining their shape and design. Lighter and thinner, and featuring revitalized colors and materials, the Samsung Galaxy Book Pro and Galaxy Book Pro 360 were designed to facilitate more frequent use and longer life cycles in order to better complement the way users are living their lives. Samsung Newsroom spoke to the designers from Mobile Communications Business who designed the Galaxy Book Pro and Pro 360 to find out just what went into their innovative designs.

Minimization and Improved Usability

Modern laptops should be both portable enough to carry with you throughout the day and capable enough to be called into use at any moment. Thus, the designers of the Galaxy Book Pro and Pro 360 prioritized lightweight design by making the laptops thinner, lighter and flatter without compromising their high standard of performance. Speaking about the design identity of the Galaxy Book Pro and Pro 360, designer Youngmi Shin said, “We wanted the laptops to have a slim, lightweight form. Portability is becoming even more important as digital lifestyles evolve and diversify, thus we implemented a design that was based on the concept of ‘incomparably slim’.”

But this lightweight aspect does not only apply to the laptops themselves – the designers also redesigned the products’ peripherals and packaging with portability in mind too. In addition to the laptops’ chargers and cables being smaller and lighter, the adapter, mouse, and the laptops themselves can now be stored in a single layer, removing the need for space-consuming stacking. As a result, the size of the Galaxy Book Pro 360 package have been reduced by approximately 39 percent for the 13.3-inch model and 32 percent for the 15.6-inch model.¹ Commenting on how the designers achieved these reductions, designer Dongseok Lee related that, “The key was to improve performance while also reducing the size and weight of the Galaxy Pro series. We worked to overcome long-standing technical limitations and optimized the designs to create the slim, lightweight products.”

Comfortability is also a key factor when it comes to products that are going to be used for a long time. Like with a tablet, the Galaxy Book Pro 360 can be drawn on, written on, and used with the new S Pen, which is 1.4 times longer and 2.5 times thicker than the previous model with a modified texture for a firmer grip and a wider touchpad. The power button and fingerprint sensor have also been combined, while the shift key area has been widened as well.

Portable, Yet Resilient

The challenge for the Galaxy Book Pro and Galaxy Book Pro 360 designers was to reduce the weight and thickness of the laptops while maintaining their battery power, compute performance and durability. To achieve this, AMOLED panels and new battery packs were applied, the internal design of the laptops was modified and durability improvements were made. As a result, the 13.3-inch Galaxy Book Pro 360 is 11.5mm thick and weighs 1.04kg (Wi-Fi model), while the 13.3-inch Galaxy Book Pro is only 11.2mm thick and weighs as little as 868g (Wi-Fi model), making both laptops easy to hold in one hand and fit into bags. On making the Galaxy Book Pro and Pro 360 more compact, designer Hyeryoung Lee said, “We want users to tangibly experience the slimness and lightness of the products as they unbox them. We have reduced the size and weight of the laptop packages to capture the value of ‘reduction’ across the spectrum of the products.”

In order to pack all the necessary parts into a thinner package, the designers minimized the gaps between internal components while using aluminum and magnesium materials to make the laptops lighter. Great effort was put into finding the ideal thickness for the laptops while maintaining their unique durability and luxurious, metal aesthetics. In collaboration with the engineering team, the designers repeatedly reinforced the laptops’ rigidity to gradually elevate their overall quality and integrity. Asked about how the concept of ‘incomparably slim’ was realized, designer Hoyoung Seoc said, “The non-essential components of the laptops were rearranged as efficiently as possible. The tops were made flatter, the gaps between the components were reduced, and the body was trimmed, all while leaving the port untouched. The power key and fingerprint sensor have also been incorporated for improved usability.”

Timeless Aesthetics

As laptops usually have a relatively long life cycle, the designers of the Galaxy Book Pro and Pro 360 put great thought into how to establish a sophisticated appearance that would stand the test of time. The designers analyzed which colors were least likely to go out of fashion while also looking to ensure that the keyboard layout and size would deliver long-lasting comfort. Commenting on what went into the Mystic color series that was decided upon, designer Yoojin Kim said, “We chose colors that are stylish and always pleasing to the eye. Since users generally replace their laptops quite infrequently, we focused on choosing colors that would remain timeless while highlighting the beauty of the laptops’ metal finishes.”

In both the Galaxy Book Pro and Galaxy Book Pro 360, outer appearance is tailored to reflect internal performance. The Galaxy Book Pro 360’s color schemes include Mystic Navy, which is sturdy and neutral, Mystic Silver, which makes the metallic appearance come alive, and Mystic Bronze, which is robust and emotive. The Galaxy Book Pro has a lighter feel, and comes in an array of brighter, two-tone shades that were created by combining Mystic Blue, Textured Silver, and Mystic Pink Gold with solid black and white tones. Commenting on the differences between the Galaxy Book Pro and Galaxy Book Pro 360, designer Minyeong Jeong explained that, “There are differences in colors and materials because the two products are fundamentally different. Since the Galaxy Book Pro 360 is a premium model, the materials and colors are more solid. The Galaxy Book Pro, which is more lightweight, comes in brighter colors and is finished in magnesium.”

By providing innovative answers to long-standing questions, the designers of the Galaxy Book Pro and Galaxy Book Pro 360 have realized a high standard of durability and usability in sleek laptop packages that are portable enough to take everywhere with you. Going forward, Samsung will continue to design products based on a deep understanding of the needs and lifestyles of the users of today.

You can also find more details at Design Samsung website.

* The images shown are for illustration purposes only and may differ from the actual products. Product specifications may vary by country, region, and model.

¹ Compared to the previous Pro 360 series

Mirroring the way Samsung seeks to bring transformation to its users’ daily lives through innovative technologies, the data sculptures that comprise the collaboration explore the connection between reality, simulation and systemic reflection.

Blurring the Lines

Anadol’s body of work addresses the challenges and possibilities imposed on mankind by ubiquitous computing, and what it means to be a human in the age of machine intelligence. Artificial Landscapes consists of three unique chapters, each offering a visual representation of how memories of nature can be simulated and represented through cutting-edge machine learning algorithms such as those included in Samsung’s innovative new MICRO LED TV line.

Fluid Dreams

Fluid Dreams, the first in the Artificial Landscapes collection, draws inspiration from fluid dynamics. The millions of particles that form the MICRO LED display are illustrated in this piece through cinematic visuals that resemble the dynamic movements of the sea and ocean surfaces, with the waves transforming into shades of Samsung Blue as a nod to the way the MICRO LED line serves as a means for visualizing information.

Land Dreams

Land Dreams, the second data sculpture in Artificial Landscapes, offers a unique visual experience showcasing the natural colors able to be showcased on MICRO LED displays, and is based on the data of landscapes and ecological scenery of the world around us. The piece incorporates pigments, shapes and patterns that we associate with our experiences of nature as an homage to the realism offered in the display quality of the innovative MICRO LED TV line.

Space Dreams

The final piece in the Artificial Landscapes series is Space Dreams, an artwork that takes a more avant-garde approach to showcasing cartographic aesthetics. In the same way that the MICRO LED TV’s Monolith design removes the boundaries between content and screen, the artwork applies machine learning to millions of celestial images of Earth’s topology in order to generate a layered design that removes the boundaries between known and unknown, and alludes to an infinite cosmos of unimaginably vast data, all without bounds.

Like a canvas, a screen can contain anything. Standing out thanks to its simplicity, Samsung’s MICRO LED TV’s Monolith design allows users to make the most of their viewing experiences without any obstructions. Both Samsung’s designers and Refik Anadol have sought to demonstrate the sheer possibility of the MICRO LED display with Artificial Landscapes, and the company will continue to work towards the future and all the possibilities it holds with their latest display innovations.

You can also find more details at Design Samsung website.

The Gold Award honors were given to BESPOKE AX9000N air purifier and BESPOKE City Color Edition. BESPOKE AX9000N air purifier was recognized for its innovative concept of letting the consumers choose the purifier’s front part design according to the consumers’ lifestyle.

In addition, the BESPOKE City Color Edition panel collection was recognized for its range of colors and materials for kitchen appliances including refrigerators, induction cooktops, and ovens. The BESPOKE City Color Edition offers color palettes inspired by various cities such as Stockholm, Berlin, and Seoul.

“It is important to provide differentiated experience to the consumers and add meaningful value to their lives,” said Dontae Lee, Executive Vice President and the Head of Corporate Design Center at Samsung Electronics. “We will make more effort to provide designs that contribute to the society and the lives of our consumers through new insights and innovative approaches.”

In the Product category, a wide range of Samsung designs won awards, including:

• QLED 8K, TV which uses the infinity screen design that maximizes immersion by reducing the bezel.

• The Premiere, the premium projector for the home equipped with Triple Laser and Ultra Short Throw technology.

• WW8000T Washer & DV8000T Dryer that can be stacked vertically, horizontally, or as a stand-alone depending on the available space.

• Galaxy Z Fold2 and Galaxy Z Flip, smartphones which provide the unique and innovative user experience of foldable smartphones.

In other categories, Samsung’s designs that consider accessibility and environment have won awards including:

• WW8000T Washer & DV8000T Dryer UX with smart and easy usability, featuring Braille labels and sound feedback design to indicate different cycles or temperature settings for enhanced accessibility.

• Eco-Packaging – a sustainable product packaging that facilitates the upcycling of the boxes.

Organized by iF International Forum Design GmbH, the iF Design Award contest started in Germany in 1953. The Award comprehensively evaluates based on its criteria, which include differentiation and impact, in 9 disciplines & categories – Product, Packaging, Communication, Professional Concept, Interior Architecture, Architecture, Service Design, User Experience (UX), and User Interface (UI).

iF Design Award 2021 winners are announced online through the iF Design Award website and iF Design application. For more information, please visit https://ifworlddesignguide.com.

When it comes to eliminating unnecessary elements in design, the first stage in the process is to ascertain what aspects are essential. In designing their TVs, Samsung Electronics pursues a design evolution aesthetic that brings about value through careful elimination – rather than unnecessary addition.

While functionality remains a crucial part of any TV’s design, Samsung’s designers also focus on the viewing experience, expanding the scope of design from considerations of the space where a TV is placed to the way surrounding devices link to it. Through careful research into the various lifestyles and viewing environments of users, factors that could potentially hinder viewing immersion have been removed from the Samsung Neo QLED 8K so that all that remains serves only the act of viewing – the true purpose of a TV.

Removing Boundaries

The Infinity Screen, a unique aspect of Samsung’s TV design, maximizes immersion by reducing the number of bezels to almost nothing. The boundaries of Samsung Neo QLED 8K have been trimmed to near zero thanks to advanced technologies and design processes. Its 0.8mm stainless steel frame removes the boundary between the screen and its environment, practically giving the illusion that the screen is floating. To further remove any hindrances to a viewer’s experience, the Samsung logo has also been reduced in size so that the product itself, not just its name, stands out as the icon.

Despite its slim appearance, the TV’s performance is powerful thanks to the inclusion of innovative technologies. The speaker hole and subwoofer systems, precisely implemented in the back of the screen, emit a sound quality rich enough to require no additional speaker, and thanks to AI technology, users can enjoy optimized sounds tuned to their content and environments. The Neo QLED 8K offers viewers immersion from both inside and outside of the screen – all wrapped up in a sleek, thin package.

Reimagining One Connect

One of the main benefits of a large screen TV is the ability to true and vivid immersion in your favorite content, but if the area surrounding the TV is distracting, this enjoyable experience can be interrupted. In designing the Neo QLED 8K, Samsung’s designers took into consideration such scenarios and underwent a re-examination of the way the product fits into its space.

Wall-mounted TVs usually require accessories embedded into both the product and the wall they sit against, while stand-type TVs require tables or other furniture that can quickly become cluttered. To avoid any of these inconveniences, Samsung’s One Connect has been redesigned to fit various usage environments in order to enhance viewer immersion. The optimized size and thickness of the renewed One Connect was determined through careful consideration of different environments, and its plate-type, slim appearance makes installation easy and neat.

Part of this redesign to the existing One Connect led Samsung designers to devise a new accessory: the Attachable Slim One Connect, which can be utilized as a TV stand. While the stand has always been an integral component of TV design, it has not played any role other than that of screen support – until now. The Attachable Slim One Connect has been designed as a stand, too, with a form that interferes neither with function nor shape and effectively disguises the Attachable Slim One Connect as a simple stand.

Further to the space efficiency and aesthetic benefit offered by the Attachable Slim One Connect, elements on the TV itself have been reorganized in order to preserve immersion and prioritize ease-of-use, such as the change of the placement of the cable input module from the back of the TV to the side of the Attachable Slim One Connect stand for seamless access.

How Samsung’s Designers Approach Minimalist Design

1. When designing the Neo QLED 8K, what did you want to carry on from previous Samsung QLED 8K models and what did you want to change?

Jangho Kim: The Infinity One Design has been created with a focus on total integration rather than simple ‘slimness,’ resulting in every element that doesn’t maximize screen immersion being removed. This represents the direction Samsung designers believe that TVs should be moving in. During the design process, I wanted to include the unique identity of the Samsung QLED 8K line and then enhance it through better understanding of users and their spaces. I believe that the combination of advanced technologies with user-centric developments will bring special experiences to our users.

2. During the design process, it seems that decisions had to be made about what to keep and what to remove. What were the driving forces behind making these decisions?

Jigwang Kim: While any design refinement process is never easy, the experience of developing the Attachable Slim One Connect design was the most challenging. We wanted to implement the functionality of a TV stand into the One Connect model, a process that brought about many obstacles to overcome in the initial development stages.

Jangho Kim: Although such a dual-function accessory had never existed before, I wanted to be sure that the Attachable Slim One Connect retained its predecessor’s attractive form. This required us to devise a completely new design, and in order to find the optimum size and form factor for the product, all the relevant departments spent countless hours working through different options.

3. The consideration of different types of user environments was at the center of the Neo QLED 8K’s design process. What did you learn from such a process, and which design elements reflect these novel considerations?

Sangyoung Lee: The spaces users are placing their TVs in are becoming more and more diverse. Especially as people spend more time at home, the desire to ensure one’s interior aesthetic matches one’s tastes is becoming of paramount importance. In order to match the lifestyles of today, we analyzed the user’s TV experience on a micro level, down to the smallest aspects. I wanted to provide people with reasonable and simple TV usability, and so the Attachable Slim One Connect’s design was brought about to maximize immersion with its simple yet restrained appearance that can suit any user’s space.

4. What do you hope your legacy is as a designer for Samsung Electronics?

Jinsu Park: I hope that I am able to bring the everyday into product design. The meaning of the word ‘design’ is ambiguous: it can signify ‘innovation,’ and it can also signify ‘simple joy.’ I wish to practice design processes that bring all such values into users’ daily lives.

The evolution of Samsung’s TV design is always geared towards providing users with more immersive viewing experiences. Samsung and its designers will continue to challenge themselves to create products that provide users with leading functionality and a design that captures the true essence of the product.

You can also find more details at Design Samsung website.

Our homes are the spaces that best represent our personal preferences, needs and tastes, much of which presents itself in the way in which we arrange the objects in our living spaces. Understanding that such organization techniques and choices are crucial to users when looking for pieces to add to their homes, the designers at Samsung Electronics have been pursuing a design direction that prioritizes how an object will blend into customer’s homes as well as their everyday lives.

Samsung’s The Serif, released in 2016, was the beginning of the solidification of this design direction as the company began to introduce lifestyle television products. Similarly, The Frame’s picture frame-like design allows the TV to serve as an artistic object when switched off, and The Serif blends in naturally to a space’s aesthetic due to its furniture-like design. Samsung’s latest product, lifestyle projector The Premiere, follows this design trajectory, too.

When designing The Premiere, Samsung’s designers deliberated constantly over not just the purpose of the product, but also the user experience it could offer. Accordingly, The Premiere was designed in consideration of the entirety of a user’s daily life as opposed to just those moments of downtime enjoying content, resulting in a design that truly gives back to the space it is placed in.

A Seamless Match With Any Environment

“The Premiere can be used in living rooms or bedrooms just like a normal TV, following a change in usage habits that has become the focal point of all our latest designs,” noted Sungil Bang, designer at the Product Design Group of Samsung’s Visual Display Business. Rather than being a product that is used just occasionally, the designers of The Premiere visualized an ultra-short throw projector product that is used frequently while being stored in a way similar to how users position their television sets. The Premiere’s main purpose is to provide users with cinematic experiences at home, but the designers looked beyond this simple role to explore how the product’s design could complement the space in which it is placed.

“The Premiere is a premium home appliance equipped with advanced technology,” noted designer Jigwang Kim. “However, despite its special functional offering, a projector can become less appealing when its design ruins the aesthetic of a home. We worked to create a design mockup and then verified its appearance within a space in order to confirm our conviction that we were creating a product that can truly become one with its environment.” As a result of this process, The Premiere’s material, appearance, color and size were all designed with the user environment in mind.

A Projector With a Natural Touch

Rather than appearing as just another rigid electronic device, The Premiere is finished with fabric materials that help the product merge naturally into any space. Kvadrat textiles are known for the premium colors, textures and finishing they offer interior design products, and was therefore a natural choice to complement The Premiere’s design aesthetic. However, the process of including it in the product was not initially simple: due to the tight weave structure of Kvadrat fabrics, there were concerns the sound quality would be affected when the speakers were covered. Therefore, after much effort and trialing, a new fabric was developed with an increased aperture ratio built into its woven structure that would provide a high-quality aesthetic while also maintaining sound quality.

Refined Lines and Minimal Space

It takes a trained eye to achieve harmony within one’s home, given the range of objects and appliances each person has and the level of personalization they might wish to achieve. The Premiere features a smooth, refined design that is free of any superfluous accents and instead boasts a minimal and rounded shape with a slim silhouette. Its appearance allows it to harmonize well with any and every object, be it placed on a table or a book cabinet.

In order to achieve this appearance, the biggest hurdle faced by the designers was reducing the overall size of the product. The more advanced the technologies there are in a product, the bigger a product tends to become, but The Premiere’s designers were set on crafting a softly-shaped object as opposed to having a larger or rectangular-shaped design. It was by finely adjusting the position of the product’s circuit, lens, speaker and fan that this design was achieved, and not without constant correction of various curves and discussions with related teams. Furthermore, The Premiere’s softer color tone was chosen over more striking shades so that the projector gives a warm and elegant impression to users.

Designing a Product for Every Aspect of Daily Life

“We made sure that the natural aspects of the design complemented the actual user experience of The Premiere,” stressed designer Junpyo Kim. In order to match the exterior design with the simple, easy-to-use nature of the product, the designers considered the everyday use habits for a product like The Premiere, noting that, for the most ideal viewing experience possible, such tasks as closing the curtains, installing additional equipment or purchasing separate speakers should be made obsolete.

“We wanted to make sure the product could be used effortlessly by users, so our aim was to remove the need for them to adjust their environment according to the product,” highlighted designer Byungwook Kang. “This intent, which we included at every stage of the design process, accompanies the integration of new technologies in The Premiere that facilitate new viewing experiences and habits.” Such new technologies include The Premiere’s rich, three-dimensional sound that requires no extra speakers, clear image brightness and accurate, vivid image coloration, as well as the ultra-short throw technology that overcomes the limitations of where a projector needs to be placed to ameliorate the daily lives of users.

Keeping It Close and Easy

The position of a domestic product in the home will usually depend on its function. With a product like a lifestyle projector, this positioning can get quite complicated, as users have to consider installation requirements and habitual movement paths. The Premiere comes with none of these worries, as it can be placed freely wherever a user desires with no excessive installation required. The Premiere shoots its laser beams upwards rather than to the front thanks to its ultra-short throw technology, ensuring a large screen for viewers even when it is close to the wall and opening up the options for users to place and enjoy the lifestyle projector wherever they would like.

Vivid Color in Any Light

Clear picture quality is a necessity for the proper enjoyment of large screens (up to 130 inches), wherever a viewer may be sitting. Further to this, for maximum impact, the colors of content should be as vivid and as bright as a movie screen whatever the time of day the content is being enjoyed at. This is why The Premiere features a triple laser and HDR10+ technology for maximum color expression, and thanks to its contrast ratio of 2,000,000:1, every little detail is emphasized. Finally, its maximum brightness of 2,800 ANSI-Lumens means that external lighting is not a barrier for viewing enjoyment. If the value of The Premiere’s technologies is in how they enable users to enjoy crisp picture quality in any environment, the value of its design is in how it enables the product to provide this user enjoyment in any space.

Ample Sound, All by Itself

Sound is one of the elements that truly define a remarkable home cinema experience. Since the performance of speakers mounted on projectors is usually not enough to provide an immersive cinematic experience, users normally have to install extra speakers in order to achieve the desired quality of sound. However, The Premiere introduces a whole new world of on-device sound quality. The Premiere’s all-in-one speaker is equipped with a woofer and an acoustic beam with a powerful output that emits sound through 44 audio holes on both the left and right hand sides of the device to create a truly three-dimensional sound experience. The product’s acoustic beam technology is structured similarly to wind instruments, with holes punctured through long tubes to achieve an immersive sound quality. While these tubes require a certain amount of space within the product, the designers went to extra lengths to ensure this wouldn’t affect its overall size by creating precise internal designs that allowed for the surround sound technology within a small exterior form.

The Premiere was designed to be a product that complements its environment seamlessly as opposed to standing out. This aesthetic decision was one made unanimously by the Samsung team in order to craft a product that understood its users and could suit actual situations, preferences and environments. Thanks to this approach, The Premiere features a design that blends naturally into everyday life and can fit comfortably into any environment.

* The images featured are simulated and for illustration purpose only. The actual product may differ from the images shown below.

* This product does not require the installation of an additional screen and can project onto flat monotone surfaces that are in white or bright colors. For an optimal projection environment, users are recommended to use a customized screen made for an ultra-short throw projector.

At the exhibition, the electronics giant presented its visitors with the 24hr. Kitchen—an interactive and interpretive installation conceived in collaboration with global design consultancy 2×4 and world-renowned food designer, Laila Gohar.

As is implied by the exhibition’s name, Samsung’s display represented the central position the kitchen holds in our daily lives. The installation spanned three separate rooms that were respectively inspired by the morning, afternoon, and evening periods. A sinuous, winding kitchen counter linked the installations in the three rooms into one ongoing narrative and represented the linear nature of time while also providing a platform to showcase a range of thematic culinary artwork.

The Morning Room celebrated the start of the day with various grain-inspired food installations such as a variety of focaccia and volcanic cakes, bunches of wheat, and elaborate butter sculptures. The bright, rich atmosphere of this exhibit captured the essence of a new morning.

The Day Room incorporated a more vibrant color palette, using unique tomato-based installations. The bold red translates the lively energy inspired by the day time.

The Evening Room represented the kitchen as a comfortable and romantic place to relax. Using the soft hues of brown sugar, the exhibit featured sweet objets d’art that treated visitors to an even sweeter evening mood.

Following its award win, Samsung will continue to produce demonstrations of its lifestyle-and-design-rooted brand strategy while engaging consumers everywhere with creative and thoughtful contributions to their everyday lives.

“Our 24hr. Kitchen exhibition drew attention as an installment that utilized real ingredients to express the various aspects of the kitchen in a unique way,” said Jinny Jung, Corporate VP of Samsung Electronics’ Digital Appliances Business. “Underpinned by the recognition we have received from the Restaurant & Bar Design Awards, Samsung will continue to advance as an interior appliances brand that can precisely reflect consumers’ tastes and lifestyles.”

The Restaurant & Bar Design Awards is an annual award dedicated to recognizing food and beverage-related interior design and architecture on an international scale. Since the inception of the awards in 2009, over 10,000 entries from the design, architectural and hospitality industries have been received from more than 100 countries across the globe.

A recognition of the user-centered experience and values Samsung offers, the company has won 48 awards in the 2020 International Design Excellence Awards (IDEA), one of the most globally-renowned design competitions hosted by the Industrial Designers Society of America (IDSA).

Following judging criteria that looked at design innovation, user experience and social contribution, Samsung received one Gold award, four Silvers, four Bronzes, 38 Finalists and one Best in Show. Read on for more information about the Samsung products that flawlessly embody the company’s design philosophy of putting the user’s daily life first.

The IDEA 2020 awards for Samsung include not only the top design awards for creative, cutting-edge creations, but products spanning across multiple categories, showcasing Samsung’s excellence in consumer lifestyle designs with elegant aesthetics, as well as interactive and sustainable designs that reflect social values and broad spectrum of professional expertise.

IDEA, hosted by the Industrial Designers Society of America (IDSA), has been held annually since 1980. Widely viewed as the most influential design awards in North America, IDEA considers design innovation, benefit to user and benefit to society as part of its criteria for selecting its awardees.

BESPOKE Family Hub UX won Gold for delivering user-centric experience and innovation. Based on consumer-driven insight, the UX allows users to share and create photos and recipes through the refrigerator screen. Additionally, connectivity with mobile apps enables consumers to enjoy remote access regardless of their location.

BESPOKE Refrigerator won Silver for its customizable modular design which allows users to choose colors, materials and types of the refrigerator fit for individual lifestyles and preferences. BESPOKE Refrigerator has already won a Gold award at International Forum (iF) Design Award 2020.

The IDEA 2020 jury honored Samsung with ‘Best-in-Show’, a special award for BESPOKE Family Hub UX and BESPOKE Refrigerator, recognizing Samsung’s achievements in consumer-centric design excellence.

Samsung’s Upcycling Solution for TV Packaging received a Silver award for its customizable packaging box. Samsung adopted upcycling into packaging materials of its lifestyle TVs – The Frame, The Serif and The Sero. The product packaging was designed to encourage consumers to upcycle the boxes and create innovative pieces of small furniture that suit individual needs, such as a cat tower or a TV stand. The packaging won 2020 CES Innovation Awards for its innovative concept, contribution to environmental protection and raising of awareness for recycling and upcycling.

In addition, Q950TS, a QLED 8K TV maximizing screen immersion with Infinity Screen, and The Serif Visual Identity System, which illustrates sophisticated visual strategies targeting the millennial generation, also won Silver awards.

The following received Bronze awards: Galaxy Fold, a foldable smartphone that offers new experience; Infinite Line Oven, a built-in kitchen that delivers sleek premium design; The Sero Visual Identity System that demonstrates bold and intense graphic with new brand visual strategies targeting the millennial generation; and Inclusive IoT, an advanced design concept utilizing AI Sound Recognition for helping people with hearing loss.

“Design increasingly values interaction between products and user experiences,” said Dontae Lee, Executive Vice President and the Head of Corporate Design Center at Samsung Electronics. “Samsung will continue to provide meaningful customer experiences and sustainable values with innovative technologies and differentiated designs.”

The IDEA 2020 Ceremony was held virtually on September 16. The International Design Conference is also being held virtually for two days from September 17 to 18. Felix Heck, vice president and the head of Samsung Design Europe, is scheduled to give a presentation titled ‘Design for Resonance’ at the event.

Awards in Detail at ‘IDEA 2020’

	Awards
Gold(1)	BESPOKE Family Hub UX
Silver(4)	BESPOKE Refrigerator Upcycling Solution for TV Packaging Q950TS∙QLED 8K TV The Serif VIS (Visual Identity System)
Bronze(4)	Galaxy Fold Infinite Line Oven The Sero VIS (Visual Identity System) Inclusive IoT

Samsung Electronics and UK design magazine Dezeen announced today the winners of the Dezeen x Samsung Out of the Box Competition.

Continuing the momentum of Samsung’s eco-friendly packaging introduced earlier this year in an effort to reduce its environmental footprint, the Out of the Box Competition is a global contest that ran from April 6 to May 29, 2020.

The competition challenged contestants to design innovative household items that can be created by repurposing the cardboard packaging that comes with Samsung’s Lifestyle TV portfolio, including products such as The Serif, The Frame and The Sero. Samsung’s eco-packaging, made from eco-friendly corrugated cardboard, allows easy recycling and also encourages upcycling for creative reuse.

The competition was free to enter for anyone over the age of 18, with prize money totaling $20,000. The contest received 1,554 submissions from 84 countries around the world after it was announced on Dezeen’s website.

The finalists were selected by a jury comprised of design experts from both Samsung and Dezeen, and the designs were judged based on the functionality of the item and its ability to seamlessly blend in with its surrounding spaces.

The winners of the competition are Sarah Willemart and Matthieu Muller, the creators of Endangered Animals, which serve as stools, small tables and toys in the shape of animals such as polar bears, sea turtles and rhinoceros.

“The design was intended to have an educational purpose to teach children about endangered animals,” said Sarah Willemart. “I am highly interested in upcycling, so I am so honored to be a part of this meaningful project.”

Samsung revealed not only the award-winning design but also the rankings of the other four finalists, from second place to tied-fourth as follows: a rocking horse, Rider; a stepped storage unit, Kibe; a facetted basket, Twist; and a versatile, modular storage table, Tessellate.

Beginning this month, Samsung will provide instruction manuals for replicating the award-winning creation from this competition and other select designs to help consumers upcycle and create household items from its eco-packaging. The instructional manual will be accessible via a QR code printed on top of the boxes.

“We are sincerely appreciative of all the submissions we received. There were so many fun and brilliant designs and we couldn’t be happier that our message of sustainability resonated with our customers,” said Jongsuk Chu, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to make an effort to not only develop powerful visual display solutions and TVs, but also create meaningful experiences for our customers to participate in.”

Find out about the 15 shortlisted designs here, and read about the top five finalists here.

For more information, please visit Dezeen’s website at www.dezeen.com and Samsung TV’s Instagram page (@samsungtv).