[Design Story] Samsung Design Europe

on February 22, 2017
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Samsung Design Europe creates modern and revolutionary experiences that reflect Europe’s culture and diversity.


Our cross-disciplinary design studio preserves and celebrates the finest aspects of European design, while forecasting future needs by questioning norms and conventional thinking for use in Samsung Electronics’ entire range of products.



SDE, Creative European Hub

SDE is located in the heart of London, taking full advantage of the city’s status as a world-renowned center of artistic talent and dynamic design. An additional office in Milan was opened in 2005 to harness the flow of creativity that pulsates through the Italian capital of culture and fashion.



A New Perspective On Products

At SDE, we’re involved in every stage of the product development cycle, from inception to public launch. Our in-house experts cover a diverse range of design fields, and often team up with world-renowned leaders to enhance our knowledge and insight.


We also carry out in-depth studies of behavioral trends to identify new ways to improve the lives of consumers and businesses through technology. Our influence can be seen in next-generation products sold across the globe including smartphones, laptops, televisions and home appliances.





SDE – London Main Office


Product Design Team

Creating experiences beyond seductive styling based on Samsung design Europe’s iconic DNA with a sheer passion for design and a meticulous eye for detail our team sculpt, model and redefine archetypes into holistic experiences.


Product Innovation Team

Regional Product Innovation Teams (PITs) examine evolving trends and behaviors, uncovering insights that lead to category-defining product innovations.


User Experience Team

Responding to the changing needs of the consumer, we refine and reinvent everyday interactions, whether the experience is physical, visual, or voice-based.


Trend Experience Team

Our trend researchers take a fresh yet critical look at global design thinking and social change. This helps to influence our overall brand approach as well as ensure the success of each product family on a worldwide scale.



SDE – Milan Office


Material Experience Team

The Milan team explores the world of materials through research, analysis, and studies that investigate how manufacturing technology can trigger and amplify interaction.






Level Box Slim Speaker

Using the elegance of Samsung’s signature design language and complemented by seductive styling, the Level Box Slim speaker is a portable Bluetooth speaker featuring waterproof(IPx7) and rechargeable battery pack function.



SDE worked side by side with the main office in Seoul to create the overarching UX design principle for the 2017 Smart TVs. By keeping the interface light and airy and focusing on simplicity, we produced an effortless experience throughout. The result is a unified, simple design language for Samsung Smart TVs and the Smart View App.


NEO Dual Oven NV7000F

SDE participated in the development of a unique dual cook oven inspired by Europe’s love of cooking and food. Samsung’s Digital Appliance team developed the NEO Dual Oven NV7000F based on preliminary research from SDE to come up with the design concept.


R7 Wireless 360° Smart Speaker

In collaboration with Samsung’s Audio Lab and the Seoul office, SDE designed the R7 360 degree speaker. Inspired by Fibonacci’s Golden Ratio, the R7 is an immaculate design whose shape has been precisely engineered to maximize its acoustic properties. The pure simplicity of the ‘ellipse’ form brings an emotive human quality in aesthetics and user experience.



Samsung Notebook Odyssey

SDE defined the ‘Odyssey’ sub-brand, a completely new identity for gaming laptops, preliminary aimed at the Chinese market going on to global market. After speaking with gamers, we found that many wanted a device that’s packed with features on the inside, yet subtle and elegant from the outside. The Notebook Odyssey is just the first in a new line of premium Samsung gaming products that will use this new, modern approach.


Design Insight Reports

SDE also conducts trend and insight research based on social and cultural signifiers. Based on these findings we produce an annual findings report that contains directions and insight for each product and department for the coming year.


People Edge

Samsung Mobile’s revolutionary curved display technology is already a hit with our users. To further its potential, SDE’s product innovators carried out ethnographic research to discover new ways to use the edges as a convenient and discreet way to access information. These improvements proved essential to any user who felt a need to prioritize their smartphone notifications.


Milan Design Week

Milan Design Week is the most important design related event in the world where the Milan city hosts thousands of presentations, events and exhibitions. SDE has been leading the Samsung Electronics corporate installation since 2012 to convey the visionary idea of our brand. The installations emphasize the core vision of design at Samsung Electronics by redefining the interaction between people and products as well as the aesthetics of coexistence in creating meaningful design.



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