Samsung Electronics has reinforced its position as a worldwide leader in technological innovation, announcing the launch of Samsung Design Latin America, located in the company’s regional office in São Paulo. Through this initiative, Samsung will conduct surveys with consumers throughout the region to gain insight on their needs, and utilize its team of highly qualified designers to develop products across a range of categories.

“We want to do more than simply innovate for innovation’s sake; we want to produce new designs that enchant consumers and have a positive impact on their daily lives,” said Vivian Jacobsohn Serebrinic, the Director af Samsung Design Latin America. “This is a bold new step for Samsung, as few multinational companies have design centers in this region focusing on mobile devices, TVs and home appliances.”

The Samsung Design Latin America team is interested in hearing what local consumers have to say and identifying their needs, in an effort to place themselves in consumers’ shoes and ultimately develop customized solutions. As Serebrinic explained, “This can be done through the adaptation of product features, whether it be hardware or software, or even through the creation of an entirely original product. Every solution begins with consumer empathy – not solely by listening to what consumers have to say, but by going deep down to capture how they feel about and interact with our products.”

Samsung’s Research and Development department, which counts over 65,000 employees worldwide, develops innovative new technologies by thinking of applications that will be relevant to users.

In that spirit, the Samsung Design Latin America team will meet with both typical consumers and so-called ‘extreme users’, such as chefs, to gain a thorough understanding of both groups’ respective requirements of specific products and identify any needs that have not yet been addressed. The team will focus on enriching the user experience by presenting products that are not only enchanting and entertaining, but also functional, easy to use, capable of simplifying daily activities, and able to adapt according to consumers’ behaviors.

“We utilize a great deal of design tools to transform the innovation process from the user’s point of view,” said Serebrinic. “We believe that ideas are not born ready to go, but are rather products of interactions with the consumers who help us hone our devices in accordance with their needs. This is another point that distinguishes Samsung. This user-focused approach to development allows us to design products that harmonize with the lifestyles of consumers throughout Latin America.”

From Regional Trends to Global Solutions

Latin American consumers prize innovation and their region is seeing an increase in internet access, leading them to demand faster and more effective technologies.

In addition to tailoring designs to meet local consumers’ needs, Samsung strongly believes that insights regarding new trends may be found in any corner of the globe. For this reason, and through studying the Latin American consumer, Samsung seeks to transform, through innovation, insights gained on regional trends into meaningful global solutions.

“Samsung is proud to be a part of Latin American consumers’ daily lives, and believes that the region’s rich and vibrant cultures contain valuable insights to offer the entire world,” said Serebrinic. “As we like to say, we develop locally inspired products that can become universal.”

The core value driving Samsung Electronics Digital Appliances has always been thoughtful design. Samsung strives to create products that will have a meaningful impact on the way we live by taking the time to understand what matters most to people. Understanding the needs of consumers is the first step in the design process.

With a firm belief that great innovation begins with understanding the needs of people, Samsung considers every possibility, from even the smallest changes, that could improve daily life. Beautiful design still fails if it is inconvenient. True design happens when it makes life easier.

Designed with Care

In 2006, Samsung introduced its Hauzen Drum Washer, which went through design innovation, allowing users to easily view and operate the machine without bending over. The height, angle and design of the control panel were optimized to allow users to see the wash cycle progress from a distance. These deliberate design features helped it gain huge popularity.

The back-friendly door was square and opened nearly the entire front of the washing machine. The door handle was placed right under the control panel and opened easily without bending. Due to the machine’s large square opening, loading and unloading laundry was easier than before. Every operation of the machine could be completed while standing.

With a focus on aesthetics and effortless integration, the Zipel Furniture Style Refrigerator was released in 2009. The design prioritized convenience and function. It featured a hidden handle, reducing the thickness and weight of the frame. It also added an easy-access “home bar” door which opened with just a slight push. The home bar made accessing frequently-used items quick and easy.

Improving Life Further with the 9000 Series

In 2013, Samsung began the launch of its premium 9000 series. Continuing to focus on improving the daily lives of users, this product line further expanded consumer experiences, upholding the brand’s unique design philosophy in home appliances. With each product in the 9000 series lineup, Samsung made a leap forward in producing products centered on thoughtful design. The concept behind this series was based on consistent and timeless style, futuristic material, technological innovation and most importantly, understanding its consumers.

The T9000 was a particularly strong example of design innovation, daring to challenge the existing norms of refrigerator design. Using analysis of market research, Samsung learned that consumers use the refrigerator four times more often than the freezer. Samsung responded by thinking outside-the-box and changing the traditional two-door style refrigerator to a four-door style. Samsung also placed the two refrigerator doors on top for easy-access without bending, and placed the two freezer doors below. One of the lower freezer compartments was interchangeable from freezer to refrigerator.

Another revolutionary concept in the 9000 series of refrigerators was introduced with the release of the Food Showcase Side-by-Side Refrigerator (FS9000). For the first time, the refrigerator door had been divided into two separately enclosed sections, the ShowCase and the “InnerCase”. The functional innovation of this design improved space efficiency and made it possible to customize storage. The ShowCase door opened from the outside of the refrigerator stored frequently-used items, while the InnerCase door opened from the inside of the refrigerator and stored less frequently-used items.

Since its release in 2013, favorable response has been steady, especially from young customers.

The following year, Samsung launched the WW9000 Crystal Blue Washer. Its design once again centered on the belief that a better understanding of the lives of its users brings more meaningful improvements to their daily lives. Visually simple and sophisticated, the door was positioned higher so users could load and unload laundry more conveniently. Considering ease of use for consumers, the door was also enlarged. A simple full color LCD touchscreen control panel replaced the numerous buttons and dials of previous models.

Creating an Identity, Not a Trend

Samsung Electronics Home Appliances is building a unique design identity, delivering true value to consumers by blending beautiful design with functionality that is focused on making life easier. This focus on thoughtful design continues to drive the brand today.

Solidifying this design identity, Samsung introduced the activewash washing machine this year. This innovative design concept took thoughtful design one step further. Samsung considered the entire laundry process, starting from even before the first machine wash cycle. Equipped with a built-in sink and Water Jet made specifically for pre-treating clothes, Samsung has reduced the time and effort spent on the total laundry process. activewash was ergonomically designed to make pre-treatment of delicates more convenient and comfortable. Samsung has eliminated the need to bend over tubs or basins, as well as the inconvenience of carrying heavy loads of wet clothes to the washer. activewash enables users to do everything in one place.

Thoughtful Design for the Future

To meet the needs of global consumers, it is not enough to rely solely on technology and brand power. Because modern consumers are well-informed, they demand products that enhance their lives in ways that are more meaningful to them. Successful design must consider both aesthetics and functionality.

The needs of consumers continue to evolve every day. Innovations in home appliances must continue to understand these changes and provide solutions to challenges. Through thoughtful design, Samsung is making life more convenient.

*Availability of these products and specific features may vary by region.