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.

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.

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 learn more about the story behind the wearable, the Newsroom team sat down with the designers of the Galaxy Watch – Tommy Choi, Hyemin Bae, Jaehyung Hong and Sanhui Oh – as they introduced the new addition to the Galaxy family of devices.

Designers of the Galaxy Watch – Tommy Choi, Hyemin Bae, Jaehyung Hong and Sanhui Oh

Q. The Galaxy Watch showcases a wide array of new options, with two different sizes and various colors available. How did you approach designing the new Galaxy Watch?

A. The newest Galaxy Watch’s design focused on millennials, a generation that prioritizes stylishness and loves being active without bounds. Our answer to the needs of this generation was an outer design that covers a wide range of styles – from classical moods with elegance to casual moods with a dose of freedom. We also made sure to preserve the legacy of the real watch philosophy that we have held over the years to instill the watch with a complete identity.

The design embodies the spirit of activeness, inspired by the remarkably sporty racing watch. The index design with the inverted triangle is one of the results of this design. The tip of the index triangle is designed to precisely align with the hands of the watch so that users can accurately tell time even in active and dynamic conditions.

Q. What kinds of changes were made to its outer design?

A. Whereas the previous model featured a more masculine identity with its weighty body and bold thickness, the Galaxy Watch puts focus on micro details to create a more sensitive design. This design has a tight-knit and low-cut knurling finish of the bezel to minimize malfunctions and create a natural style suitable for women as well.

Low-cut knurling finish of the bezel

Q. How does the strap accentuate the Galaxy Watch’s design?

A. We tried to capture not only the style of the Galaxy Watch, but also the various preferences of our users with the strap. The silicon strap features a new stripe pattern design that wraps around your wrist to express a sense of speediness and activity.

Furthermore, each product comes with straps in multiple colors, which users can mix and match with the body to give a unique makeover of the Galaxy Watch’s mood.

Q. Could you elaborate further on the multiple color combinations available?

A. The 46mm Silver’s Onyx Black, Deep Ocean Blue, and Basalt Gray straps bring an exquisite finish to the product’s charm. The 42mm Midnight Black comes with Onyx Black, Lunar Gray, Terracotta Red, Lime Yellow, and Cosmo Purple straps, and the 42mm Rose Gold can be paired with Pink Beige, Cloud Gray, and Natural Brown straps for users to blend different colors and express distinctive moods for every occasion.

These colorful Galaxy Watch straps can be matched with the Galaxy Note9’s case as well, so users can stylize their smartphone and smart watch with a singular visual identity.

46mm Silver model’s straps(22mm), from left, deep ocean blue, onyx black and basalt gray

42mm midnight black model’s straps(20mm), from left, lunar gray, tera-cotta red, onyx black, yellow and violet

42mm rose gold model’s straps(20mm), from left, natural brown, pink beige and cloud gray

Q. How did you take concerns such as battery life into consideration?

A. The Galaxy Watch isn’t a device you can easily and regularly charge as you would with a smartphone, so there has always been a consumer need for a longer battery life. That’s why we put a lot of effort into the battery every time we released a new product in the series. With a 10nm (nanometer) chipset, the Galaxy Watch’s processor is smaller and consumes less power than previous models – but it is also more powerful than ever before. The Galaxy Watch 46mm model, for example, can achieve 80+ hours of battery life with typical usage¹.

Q. Were there any other changes to the hardware?

A. The Galaxy Watch’s hardware has gone through a comprehensive transformation. The most noticeable part is the sensor located on the back of the product. We increased the number of rear sensors that touch the body to more precisely and quickly detect information regarding user conditions. On the other hand, we decreased the surface area of the sensor that touches the skin and designed it to protrude slightly to better detect user conditions, while eliminating inconveniences such as the accumulation of humidity.

In the evolution of the wearable device, the Galaxy Watch now encompasses the smart lifestyle. The Galaxy Watch is the perfect complement to Millennials, never ceasing to take on the new challenges of the unknown.

¹ Typical Usage: Galaxy Watch 46mm up to 80+ hours; Galaxy Watch 42mm up to 48+ hours. Battery life with typical usage using combined actions including notifications (55 times), checking time (56 times), checking text messages (25 times), talk time (13 minutes), music streaming (15 minutes), workouts (30 minutes), basic controls (30 minutes) and sleep mode

Simplicity was considered bland and ordinary in a time when only outlandish designs and brand-new technology were the pinnacles of innovation. But when it comes to home appliance design, subtle might not be such a bad thing after all. Samsung Electronics found Flat Style as the perfect way to understand and interpret the essence of a product in terms of simplicity rather than complexity. Flat Style, the design on which possibilities of diverse experiences for users are finely stacked up, is now redefined beyond the dictionary definition of ‘pedestrian’.

Lines and Surfaces, Creating Harmony with the Surrounding Space

Flat Style first begins with minimalism, which is about seeking completion in simplicity. The flat, handle-less refrigerator door reminds us of the beauty inspired by simple lines and clear-cut surfaces. This is the result of relentless contemplation on the essence of kitchen appliances as a visual component that brings completion to the kitchen space.

Indeed, Flat Style pursues harmony with space. The straight lines of the wall, floor, and kitchen counter become one with the flat frontal surface of the refrigerator. The refrigerator’s size has been designed with the depth of the kitchen counter in mind, so that the fridge fits in perfectly without any protrusions when it is placed in the kitchen’s fridge cabinet. Furthermore, the refrigerator is designed with convenience in mind, allowing users to comfortably open and close the fridge door even when it’s placed inside the cabinet.

Sturdiness and Geometric Beauty Put All Together

Look at the stainless-steel finish that has been applied over the exterior of the refrigerator. The use of Flat Style here adds credibility to the kitchen with its sturdiness. The metal helps maintain exceptional durability and elevates the classiness of the space it occupies with its exquisite and delicate glow. The handle and internal shelves of the fridge have also been designed to continue the metallic look and feel, altogether establishing a consistently solid impression of the refrigerator overall.

Flat Style adds an aesthetic taste to a kitchen appliance as if it were a piece of sculpture. The exterior of the refrigerator has been instilled with the aesthetic beauty that is derived from simple forms so that its design blends well with modern interiors. The placement of the door and handles that resemble the majestic skyline of high-rise buildings creates an image of two pillars vertically stretching down to form a Column design. With just the bare minimal combination of such simple lines, you can feel a sense exquisite class.

‘Maintaining the Straight Lines’ – Beauty Inside and Out

There’s a seamless flow that comes with designing kitchen appliances with Flat Style. It’s a sense of cohesion that is evident from the insides to the outer edges of the exterior. The Flat Style strives for simplicity, and this notion is reflected in the fine details of the internal design. The corners of the internal space are shaped closely to a perpendicular angle to form a spatial form composed of straight lines, which maintains the aesthetic simplicity of the exterior body. Simply put, Flat Style makes the final touch on the consistent aesthetic appeal that penetrates the product from the inside-out.

Usability Enhanced with Thoughtful Functions and Design

As stunning as the refrigerator is, it’s important that everyday usability is always considered from the outset. The little things can make a big difference.

Controls that aren’t frequently used have been relocated to the inside of the refrigerator to remain out of sight. The water dispenser is also simplified to only feature buttons for frequently used functions such as choosing between water or selections of ice, while the rest of the functions are combined with the internal display.

The RB8000’s Kitchen Fit design minimizes the thickness of the refrigerator door while securing 100L more in max capacity compared to other refrigerators of the same size. In addition, the RS8000’s slanted shelf handles are applied with oblique strokes for users to comfortably pull the shelves without hurting their wrists.

In a world filled with unconventional, unique ideas and over-to-top expressions, the power of simplicity becomes more prominent. Samsung Electronics strives for functional designs that express beauty in the essence of things and simplicity conveyed through perfect form that prioritizes the fundamentals. Samsung’s definition of Flat Style is a kitchen appliance that organically communicates and harmonizes with its space through pure and timeless simplicity that is free of all complications.

Samsung Electronics designed its 2018 QLED TVs to help redefine ‘immersion’ as it relates to TVs. The devices feature a finely polished design that naturally blends in with its surroundings, fostering captivating viewing experiences when on, and enabling users to remain completely immersed in their daily activities when off.

Introducing the new, intricately refined QLED TV – a TV whose engrossing visuals and boundless, 360° design offer users the unprecedented experience of total immersion.

Eliminating Distractions

The 2018 QLED TVs’ clean-cut design enables users to be utterly immersed in their favorite content. Because convoluted cables are distracting, the TVs feature the One Invisible Connection, which combines the AV and power lines, along with the cables of peripheral devices (via the One Connect Box), into a single, transparent cable that eliminates visual distractions and keeps the area around the TV tidy. This first-of-its-kind innovation can also be extended up to 15 meters, so users may freely position their TV without worrying about its proximity to a power source.

QLED TV’s minimalist styling is bolstered by its No Gap Wall-mount, which allows the display’s sleek metal frame to be neatly and easily installed flush against the wall. Each TV is also compatible with an array of stylish stands. Designed to blend in with a wide range of living spaces, the stands ensure that the displays look stunning from any angle, and offer users the freedom to position their TV wherever suits their lifestyle.

Built to Blend In

* The image shown is for illustration purposes only. The details in the screen may differ from the actual product, and product specifications may vary depending on region and model.

When crafting the TVs, Samsung carefully contemplated a design that would gracefully harmonize with its surroundings even when the TV was turned off. This ultimately led the design team to develop QLED TV’s new Ambient Mode, which makes it seem as if the TV is projecting the wall behind it. This design element creates a sense of spatial consistency by enabling the TV screen to seamlessly blend in with the wall.

The SmartThings app features an array of built-in images to suit a wide range of living spaces, and also allows users to take a picture of their own wall to set as their Ambient Mode image. Useful day-to-day information, such as the time, weather or news, can also be also displayed in real time, and accessing the feature is simple, thanks to the addition of a dedicated Ambient Mode button on QLED TV’s One Remote Control.

In addition, thanks to Samsung’s energy-efficient technology, Ambient Mode is easy on electricity bills. When activated, the screen brightness is automatically adjusted according to the viewing environment to minimize power consumption. And because Samsung’s QLED technology is guaranteed to be burn-in free, users may enjoy the feature without worry.

Illuminating the Essence of the QLED TV Experience

*Onscreen images are not embedded in the product.

Samsung’s 2018 QLED TVs completely redefine the viewing experience. Rather than describing that experience with a plethora of words, Samsung has chosen to express the product’s concept with a variety of images.

Samsung has crafted Onscreen images that offer users unique visual encounters, taking ordinary things such as a flower, a butterfly or a feather, and transforming them to create visually extraordinary experiences. These visually rich Onscreen images showcase colorful splendor, effectively setting the stage for QLED TV’s vibrant images and exceptional picture quality.

As the new ‘face’ of Samsung’s 2018 QLED TVs, Onscreen images are both points of intersection between the user and the product, as well as channels through which Samsung conveys its design values of injecting the sheer joy of viewing into everyday life.

Form that is Perfected through Perpetual Refinement

The Galaxy S9 has been carefully and delicately shaped to preserve the bare essence of design. With attention to detail and precise technology, the Galaxy S9 showcases a perfectly singular form.

Experiencing Unity through Curves

To establish a visual sense of unity in their form, the display and body come together to create a single silhouette. The Galaxy S9 boasts an enhanced design quality by adjusting the curvatures of the body and display to swerve together. Users can experience oneness from the harmonious curves that connect the body and display.

A Visually and Functionally Enhanced Metal Frame

The metal frame uses an upgraded aluminum material with improved resistance to scratches. The frame is also slightly more protruded than the glass for an increase in durability. Samsung added a Satin Gloss finish to the metallic material to give a soft and glossy shine and established unity between the body and the frame by applying the same color to the frame and body.

Visually Experiencing Oneness

The front surface of the Galaxy S9 features a shortened length on the top and bottom part with a reduced bezel for deeper visual immersion. Furthermore, it concealed the hole used by various sensors on the top to minimize visual distraction.

Understanding Value through Usage

Some values cannot be understood by simple observation. The Galaxy S9 understands the nuances of a user’s experience and provides an optimized design.

Heartfelt Considerations and Detail in the Palm of Your Hand

The delicately crafted design of the Galaxy S9 is based on profound consideration for its users. The height and width of the Physical Key on the side has been adjusted for easier use with just one hand. The curves of the device’s sides have been gracefully reduced to allow for a much more stable and comfortable grip.

The two camera holes on the back are vertically aligned to create a slimmer and more stable look to the rear design. The camera and rear sensors are designed to blend even more harmoniously with the body. User’s comfort is further enhanced by the fingerprint sensor placed in the center to make it easier to reach with either the right and left hand.

Completing the Display Design

The all-new AOD (Always On Display) features 20 different GIF animations that are offered by default. Users can personally pick and choose images to put on display to reflect the user’s mood. The Lock Screen, which users see countless times throughout the day, has been designed to bring a sense of visual completeness. The various components of the Lock Screen, such as the text used for the clock and date, automatically change in color to adjust and blend to the background that has been set by the user to complete a wholesome and adaptable Lock Screen.

Relishing the Richness of Sound

The Galaxy S9 has changed to enrich our lives with the richness of sound. The dual speaker’s surrounding effect emits wide and far-reaching sound. The speaker hole on the bottom of the device has been combined into a single hole to orchestrate a much more natural sound.

Colors that Embody Light, Accessories that Embody Lifestyle

Samsung instilled the sensibilities and familiarities of everyday life into the smartphone, the one device users spend the most time with throughout the day.

With refined colors and a wide selection of accessories, the Galaxy S9 harmonizes more naturally with our daily lives and surrounding environments.

The Galaxy S9’s Colors that Capture the Course of a Day

The Galaxy S9’s four colors were created from the shades of light that change throughout the day. Black is inspired by the darkness of night just before dawn; Gray portrays the soft glow of light that passes through a frosty, foggy morning; Blue is the color of water when a warm ray of morning sun shines through; and Purple embodies the colorful palette of a sunset that spreads throughout the evening sky. Through the Galaxy S9, users can witness the perfect impressions of light as it travels the course of daily lives.

Accessories Instilled with Familiar Materials and Colors

The accessory cover comfortably and delicately fits the device, while reflecting users’ taste and lifestyle. On top of the previous clear cover and silicon cover, Samsung has ramped up the selection with new materials and colors. The Weaving is an exquisite cover that sports a fabric-based weaving pattern; the Hyper Knit uses materials from sneakers to give a boost to youthful and sports-like feel; the Rugged is a witty design that looks like a mini carrier; and the Alcantara demonstrates the high-quality finish of the fine leather. With this wide array of materials and designs for the accessories, the Galaxy S9 becomes a tool to express a user’s unique taste and style.

*Covers and other accessories are sold separately.

The delicately refined design of the Galaxy S9 accompanies the user in all moments, by gently permeating into the details of everyday lives to unveil its unique value more powerfully.

To see more Samsung Electronics design stories, please visit design.samsung.com.

Visual language can be interpreted as a social act. It must have traditional elements of communication, as well as an expression of identity. Samsung Mobile’s new visual language communicates with users through a unique expression while maintaining familiar visual communication cues.

Research

Harmonious Collaboration of Vision and the Legacy of Design

New design doesn’t appear out of the blue. It is born in the creative mix of new values perpetuated by changing trends and the thorough understanding of the legacy of design. We aspired to develop a balanced visual language that combines existing ‘Refine’ styles of Samsung Mobile design and the all-new Galaxy S8’s ‘Progressive’ style.

Extensive research in the fields of design, art, and passion were conducted, and various case studies were examined to germinate the seeds of inspiration for this project.

Development

Design for the Galaxy S8 was first conceived based on the idea of providing a perfect interaction between physical and digital space. The product’s physical details inspired the visual language we were developing, and our challenge was to impart a unique identity to the Samsung Mobile device while staying in the same wavelength of contemporary trends.

Continuous

The identity of a product is not determined solely by its external design. The most important factor is a natural connection between the first impression of a product design and the iconography system that is continuously displayed on screen.

We analyzed the elegant and stylish shape of the Galaxy S8 and developed a new iconography system that was inspired by the rounded treatment of the Galaxy S8’s curves.

Light & Line

With the proliferation of visual experiences, more and more user interfaces that contain these experiences are becoming flat. However, the user interaction between a product and interface is not flat, but three-dimensional. The Galaxy S8’s crucial navigational keys such as the Home, Back, and Recent keys are placed inside of the screen to offer new experiences, but we also had to secure familiar experiences for the user.

We first molded the Home button in a block shape and imagined visual elements of a light shining from within and a Line that is formed from a shadow. We discovered that the line formed on the side that emits light doesn’t connect well with the shadow on the surface. We eventually clipped a portion of the line to create a flat but three-dimensional GUI. This newly designed, unique GUI now serves as a bridge between hardware and software.

Own-able Shape & Meaningful Colors

We imbued Samsung’s unique identity into app icons that have been designed through the newly developed iconography system. We created an improved variation of the SamsungOne Font’s dot and applied it to the curves of the outer square lines that contain the icon graphics. To increase usability and establish a friendly environment for newly added apps, we created a color group that categorizes the apps by priority and function.

New Design

Experience the new Samsung Mobile Visual Design Language.

Some designs do not require ‘brand’ names to have recognizable identities, and some designs seem simple, but have clear functions. Samsung Mobile’s new visual language maintains a balance between universality and uniqueness without tilting to either side. This uniform, yet multi-faceted language will mark the beginning of a whole new world of expanded experiences for users.

Japan is a place where technology and aesthetics meticulously blend to perfection.

In Tokyo, a trend-setting city equipped with high-end technology and delicate infrastructure, Samsung Design Japan (SDJ) contributes to raising global competitiveness through novel and innovative research activities.

SDJ offers design solutions for hit products in Japan, where diverse cultures are both embraced and enhanced to excellence with their own significance.

One of the unique dynamics of Japan is their ability to accept and characteristically develop various cultures and information to create a perfect design solution for a hit product that appeals to everyone. It is an office of convergence where research, experimentation, and prototype development are all conducted in the processes of foreseeing future trends and reflecting real user needs.

SDJ maximizes global competitiveness based on CMF advanced technology, service, and infrastructure.

We’re able to raise the bar for product quality and develop new colors and post-processing through a combination of highly advanced technology, design infrastructure, and craftsmanship focusing on the smallest of details. SDJ has become the design bedrock on which global competitiveness is maximized through the realization and proposal of prototypes with various possibilities using a newly developed and innovative CMF(Color/Material/Finishing).

HISTORY & AWARDS

Greetings from the Director

OUR TEAM

Product Strategy Team

The Product Strategy Team formulates strategy by researching and analyzing the seeds of next generation products and services discovered from Japan’s social trends that have been through both high and low growths over the course of history. This strategy serves as the foundation for Samsung to identify new areas of opportunity.

Product Design Team

The Product Design Team develops products for the purpose of creating new value through design. The team develops design mock-ups and evaluates marketability (mass production capability) to provide users with appealing products.

UX Team

The UX team designs optimal user experiences for newly established product and service categories. Considering potential user needs and human factors, the team carries out GUI (Graphic User Interface) design, UI (User Interface) design, and UX prototypes to provide advanced user experiences.

OUR WORKS

NX1 (left) and NX30 (right)

NX1

NX1 is a product designed to establish the design identity of high-end mirrorless cameras. Its elaborately designed details and solid magnesium body are part of a stylishly classic design that provides a sense of perfected technology.

NX30

The NX30 inherited and improved upon the premium classic and ergonomic design of the NX series. A rubberized Wrap Grip was applied to all areas where the hand touches the camera, enhancing both the visual and tactile sense of grip.

WA-4000HH (left) and New A3 Biz. (right)

WA-4000HH

This top loading washing machine has been developed with the rough laundering styles of users in India and Southeast Asia in mind. The product is a collaborative effort between the Digital Home Appliances design team, SDJ, and Samsung Design Delhi(SDD) that reflect Samsung’s design identity.

New A3 Biz.

The purpose of the A3 printer is to increase intellectual productivity. Its UX design thus maximizes usability and intuitiveness by simplifying the steps a user would take to access the printer. Given the way printers are used by multiple users in offices, we expanded its functions to make group operations easier and more accessible.

Galaxy J (left) and Galaxy J UX (right)

Galaxy J

The Galaxy J is exclusive to the Japan market and has been completely designed, from product and UX to CMF by SDJ. The Parting Line has been minimized and the simplicity of Galaxy J’s exterior has been amplified by removing graphic patterns. On top of that, a fresh color much preferred by young women in their twenties and thirties has been applied.

Galaxy J UX

We developed and installed a new Japanese input system, System ‘8 Flick’, which can quickly switch between Hiragana, Katakana, and Kanji all at once. Despite the limited space on a smartphone’s screen, users can enter characters more quickly with fewer errors. Also due to the history of natural disasters that occurred in Japan, we installed a ‘Long Life Mode’ function that maintains battery life in order to enable emergency communication.

Next Driving Force 1 (left) and Next Driving Force 2 (right)

Next Driving Force 1

The next generation collaborative CMF(Color/Material/Finishing) project showcases SDJ’s state-of-the-art material and processing technology that is actualized in product design. The exhibition, held under the theme ‘Integrated Design’, was an opportunity for SDJ to apply its unique CMF research and know-how to actual businesses. This exhibition presented mock-up of vacuum cleaners that went on to become a popular exhibit in the 2014 CES.

Next Driving Force 2

The ‘Next Driving Force’ that began in 2013 has continued since then. With suggestions made through advanced CMF that incorporates SDJ’s cutting-edge material processing technology, we established a strategic partnership with Japanese businesses in which we can exclusively utilize their innovative technology.

The word ‘rhythm’ is derived from the Greek term ‘rhein’, meaning ‘to flow’. It’s created by the flow of all existing relationships of our present world interconnecting and reacting with one another. A device and its user act in the same way. The new Galaxy S8 seeks to create a unique rhythm created by constant free-flowing interactions of visual, tactile, and auditory senses coming together as a single experience.

Over the Horizon 2017

Just as visual design embodies an era, sound design also carries the essence of its time. The signature six-note sound of Samsung Electronics’ mobile devices, Over the Horizon, also aims to manifest the yearnings and changes of our current age. This simple melody possesses an infinite range of variations depending on the changes in sound and beat. Every year, Over the Horizon has been reborn to capture the keywords of the year through collaborations with artists. We introduce the creative workings of Jacob Collier, who was the partnering artist for the sounds of Over the Horizon 2017.

Millennial Artist, Jacob Collier

Jacob Collier is the representative artist of the Millennial Generation. Able to play over thirty different instruments, he expresses his unique inner world through musical illustrations that incorporates various genres.

Jacob’s characteristic style of playing many instruments simultaneously while immersing free-form rhythm to the regular beat of a metronome is synonymous to the brand-new interface of the Galaxy series of 2017 that provides a wide range of user experiences through connection and fusion.

Rhythm and Energy Flowing from 16 Live Instruments

From the base melody and its annual variations of the previous Over the Horizon, Jacob added in his own style to create a new tune. Jacob personally brought and played sixteen instruments and recorded it live, completing Over the Horizon 2017. This track combines the sensitivity of modern jazz and the trendy rhythms of dance, together exuding a free and fresh energy.

“Six notes was by far the smallest amount of material I have worked with, but was also the most fun.” – Jacob Collier

As Jacob said, the same six notes flow through a stream of different variations in instruments and multi-layered vocals that offer listeners a one-of-a-kind experience.

All New Ringtones for Galaxy S8

Auditory memory lasts five to six times longer than visual memory. That is why sound is a crucial component among the unified experiences that Galaxy S8 seeks to provide. Even the visual experiences of Galaxy S8 have been reinterpreted with a musical approach to give a comprehensive and unified user experience, from its renewed UI design, icons, wallpapers, to the overall look and mood exuding from its materials.

Samsung X DJ Soulscape

Ringtones for Galaxy S8

Sound design connecting you to the Galaxy S8 throughout your day, experience Galaxy S8’s new ringtones merging with the visual mood.

Modern musician R. Murray Schafer notes that “When we go to sleep, our perception of sound is the last door to be closed and it is also the first to open when we awaken.” Just as we awake with the brightening sound of a smartphone alarm and drift away to sleep with the gentle caress of our favorite tunes, our sense and perception of sound is more closely integrated in the intricate fabric of our sensible lives than any other sensory stimulation.

Our senses have grown weary over time with the excess of noise from our cities. We, at Samsung Electronics hope that users will be delighted by our mobile sounds, welcoming its tunes as bearers of good news.

Playful Design

Like a cute figurine, the iconic yet inviting design of the Gear 360 is an object you can’t help but look at, touch, hold in your hand… it’s also intuitively easy to use as it is inviting!

Continuous Grip

For Everyone

Flat-bar, round, twist… many types of grips were prototyped and tested before we decided on a continuous grip that combines the body with the handle of the camera. A form that we think maintains a steady grip but also doesn’t limit the 360° camera frame. The spherical body sits upon a shaft that tapers out at the bottom for stability but also creating more room for the hardware. The rounded finishes as well as the material is great for holding the Gear 360 in your hand. Really, a new yet wholly natural play on the words ‘point and shoot’.

Family Look

For Consistency

The encompassing look of the Gear 360 is undeniably a spherical shape. Maintaining this identity as well as adding a grip was the task we had to complete. With the continuous grip, we made a drastic change in the design and look of the camera yet kept the screw thread at the bottom of the grip for tripod heads and other universal camera accessories. Easier to use with more options!

Iconic Design

Built Just for You

Millennials and female users alike will really warm up to the design of the new Gear 360. The spherical camera body is almost like a cartoon character figurine you display on your desk. Not only that the soft material of the device makes it that much more fun to interact with. The strap ring supports the camera when it stands as well as preventing scratches on the lens is made of the same material.

Useful Function

A 360° camera built for Millennials, Everything you need to record your moments of life.

SNS Live Streaming

At Last, Your Own 360° Show

Live streaming function has been added to the new Gear 360. Whether it’s Facebook or YouTube *, it’s possible to stream your very own 360° internet show. Go on, it’s that easy!

4K High Resolution Content

Every Moment in High-Def

Real 4K 360° video recording with surround Landscape HDR — larger pixels for unbelievably sharp images. Easy to use high definition quality!

Fun & Easy Editing

Edit Like You Film – with Ease

For more conventional channels, it’s easy to edit your 360° video content. Also, a vast array of filters and effects as well as various stickers adds new flavor to your uploads. Easy to edit 360° video!

Share Your World In A Whole New Way

Our changing world brings forth new technology. We here at Samsung Electronics have looked at Millennials and their unique lifestyles and designed a product we feel is for them and ultimately built by them. No longer limiting our memories to small narrow frames, the Gear 360 encompasses the multitude of channels that this digital generation embraces into a continuous whole where not even the sky is close to the limit.

* Some functions may differ according to device model, OS or region

Innovation means breaking away from familiarity. It is about changing the way we see and use things, which has the power to transform the way we live and think. Instead of another addition to the lineup of generic smartphones, we present a completely renewed and unique design of the Galaxy S8.

Oneness

New value created from one single design

The Galaxy S8 is a manifestation of holistic oneness. Elements that felt needlessly mechanical have been eliminated to only focus on the essence of the device itself, which resulted in a design that merges the user and device as one. Extraordinary technology serves as an innovative silhouette of the device as well as gives users extended experiences.

Infinity Display

The Galaxy S8 uses the entire front panel as its display, leaving a powerful silhouette that surpasses the limits of current devices. The Home button has been removed to utilize its technical space to expand user space and shatter the boundary between the device and the real world. The 18.5:9 screen ratio maximizes immersion and leads users to new experiences.

A grip made from curves

A grip is defined by how well a device’s curves fit in a hand. The subtle curvature of the device’s front, back, and middle convene at each of the edges to form a perfect symmetry, thereby virtually eliminating the bezel. The curves are harmoniously synchronized with the rounded edges to fit comfortably in a user’s hand.

Glass flowing like streams of water

The glass material has a glossy finish that naturally blends in with the scene, rendering a brilliant reflection of the world around you even while the device is off. The flow of the glass material and the hidden rear camera lens creates a sense of unified fluidity of the Galaxy S8 design.

Harmony

Capturing the beauty of both harmony and individuality

Complicated, multi-layered connections and nuances are prevalent throughout our society and culture. Boundaries have diminished among various fields and the desire to be unbiased about a particular region, gender, or age is growing larger. The Galaxy S8 design is about maintaining a natural balance that suits well with anyone, instead of striving to appeal to specific preferences.

Neutral colors with elegance

Neutral colors blend in with our lives effortlessly due to its balanced nature. Neutral colors provide comfort by lowering the intensity of color saturation, and at times can also create unforeseen beauty as light touches the glass in various angles. Midnight Black has great depth and is reminiscent of solid onyx, emphasizing a strong sense of unity. The warm vibes of Arctic Silver and the golden profundity of Maple Gold preserve the integrity of their original colors while bringing out the natural ease of neutral colors. The calm and mysterious Orchid Gray and the muted brightness of Coral Blue that is a reinterpretation of youthful sensibilities are colors that are trendy yet balanced.

Accessories harmonizing with all spaces and circumstances

Accessories attract just as much attention as the device. The case is made from Alcantara, a material that is soft yet doesn’t show signs of wear and tear even after prolonged use. It fits in the palm easily and exudes a sophisticated aura.

The translucent cover mixes and matches with the colors of the Galaxy S8 and brings unexpected beauty into existence.

The silicone cover boasts vivid colors which are representative of the millennial generation. With its flexible and unconstrained design, the Galaxy S8 becomes an object of everyday life that adapts to any space or circumstance.

Continuity

A unified language of design spoken from the inside out

A product loses its sense of unity when the external hardware design and the internal software interface design aren’t cohesive. Only when a product feels cohesive can its design provide stability to the users. Galaxy S8’s innovative exterior speaks a single language of design that seamlessly connect from the inside to the outside, and again from the outside to the inside.

Visual experiences stemming from first impressions

Starting from the user’s initial interaction with the Always On Display to the Lock and Home screen, ambient visual effects of a galaxy are displayed throughout. This beautiful first impression gently flows in the background while the user interacts with the Galaxy S8. A series of wallpapers based on differing CMF and mood as well as the interactive galaxy effects respond differently to new angles providing a sense of infinite expansion and continuation that is felt both from the exterior and within the display.

One Continuous Experience

The Galaxy S8 Home screen features a totally new design, including icons, search bar, and even weather widgets, that altogether provide a sleek impression to its users. The icons are designed using a concept called ‘Light & Line’, which cuts a part of the visual line so that real life shadows and light are mimicked. Users can feel One Continuous Experience from the new soft Home button to the icons in the display that all speak a single language of design. Users can move to apps from the Home screen using a simple vertical swipe. It provides an easier and more intuitive accessibility than previous Home screens by unifying all methods of editing displays and offering multi-selection modes.

Newness

The beginning of a renewed interface that understands its user

Over the past decade, interactions with smartphones have mostly been touch-based. We introduce an evolved next generation interface, Bixby, that responds to both touch and voice. Users can freely and seamlessly choose the way they want to interact based on their environment. Pressing the newly added button on the left side of the device will provide optimized information, and speaking to the device while holding the button will understand the user’s rhythm and pace to get the task done. Bixby is constantly evolving, so the longer users interact with it the more Bixby becomes an essential confidant of our daily lives.

Bixby understands and takes care of you

Bixby analyzes voice patterns and provides information in a card format that is appropriate to the context. When you turn on Bixby while heading home after work, it will display a calendar card about family gatherings, or a contact card of a close friend you speak to at that time. Users can retrieve needed information from each card without having to access the app every time.

No need for perfect articulation

Accessing all features through touch alone isn’t necessary. Bixby is equipped to provide voice responding functions that previously only have been accessed through touch. A more natural voice interaction is enabled through Partial Landing technology that comprehends users’ commands from the given context, and fills in the gaps by presenting additional options.

Seeing more than what is visible

Bixby can recognize images the user is seeing and provide relevant information. Users can press the Bixby Vision icon while turning on the camera or looking at an image from the gallery to prompt a search regarding a product or place that is shown on the screen or even recognize and translate text.

Bixby, telling you what’s needed

Record any content or task you want to remember later through Bixby to have it remind you later. Whether it’s a reminder to watch a video when you get home or simply to do your laundry, just save the information on Reminder and Bixby will keep you on track.

An expanded experience that transcends beyond the mobile into our daily lives

The next generation Bixby interface extends beyond the mobile environment. The Galaxy S8 provides users a computing experience similar to a PC through Samsung DeX, and with Samsung Connect,* users can also control Samsung home appliances and SmartThings IoT devices released in 2017. Users can consistently continue on with their mobile experiences that extend into their daily lives.

*Samsung Connect is available in selected countries only.

The Galaxy S8 pushes boundaries and overcomes limits to create a single, unified design that is more straightforward and concise than any other tool that has ever been held in our hands. All experiences come into unison through the Galaxy S8, helping users advance toward discovering a new meaning of their daily lives.

To see more Samsung Electronics desgin stories, please visit design.samsung.com.

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 TEAM

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.

SDE WORKS

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.

LUMI

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.

Samsung Design Delhi is Located in Noida, Part of the National Capital Region of India.

Noida is an industrial hub of Northern India, and SDD is strategically placed along with the Samsung Research Institute, Noida at Logix Cyber Park. The design center is also located in close vicinity to the SRID (Samsung R&D Institute India – Delhi) and SIEL (Samsung India Electronics of Production Ltd.) manufacturing unit in Noida.

SDD is a Vital Part of the Community Leading the Way in Design

SDD was established in March, 2008 to support HQ by validating Feature Phone design preferences with local users of the South West Asia region. SDD gradually expanded its design task force, from 13 people when it started out, to over 50 designers in 2016. The majority of the designers are from tier 1 design universities around India, with a diverse design skill set such as UX, ID, CMF, graphics & packaging, research, and service design. Collaborative teamwork helps SDD to produce holistic design output with SIEL’s Sales & Marketing and R&D departments.

Discover the Insights, Design the Value, and Drive the Future

As a leader for emerging markets, SDD’s mission is to discover insights as an infinite design inspiration provider, design value to create globally successful products and drive the future to build new growth opportunities.

Our Team

IM Product Design Team

We live up to the promise of creating desirable product solutions, offering core value and viable for execution at our production facilities. Our design approach & process is highly research driven, empathizing with the growing needs and expectations of our consumers.

IM UX Design Team

The UX team undertakes research and supports the main office with regional insight. Designers ranging in fields from GUI, UI, VI and research are involved from early stages of need-identification to feature conceptualization.

Graphic & Packaging Team

Starting as support for packaging line-up, the graphics team has advanced to creating localized packaging and visuals for all mobile models apart from flagship products. Also the team undertakes logo and graphic design for local products as well as visual design trend research.

Consumer Electronics Team

The team creates CMF and UX designs based on local insights. They collaborate with the main office and also with local partners to direct consumer centric innovations for local consumers and demands.

Our Work

Galaxy J2

Galaxy J2 is a smartphone for consumers in emerging markets with unique design and UX features. The ergonomically formed grip that wraps around the entire device acts as a placeholder for your thumb and other fingers, a Natural Grip Line. The Smart Glow emitting from the Ring Flash function is a form of establishing unique identity and self-expression especially for the youth of India. The lock screen and packaging especially reflect this glocal (Global + Local) sensibility, taking cues from the rich visual tradition of India.

S Bike Mode

S bike mode is a unique and easily adaptable app that gives priority to urgent calls while riding. Our aim was to change the habit of riders of talking on the phone while riding. Once activated only the urgent calls bypass through the auto-answering system filter. And to answer the call, the rider has to park his bike and come to a complete stop. The app was implemented in Latin America, the Middle East and South West Asia, following its success in India.

India localized Themes

We have created localized visual directions for an enhanced user experience. India specific artwork and thematic directions have been created as a part of the “Make in India” campaign, thus providing the user with a totally localized look & feel. The themes have been made available for both Android and Tizen platforms. These themes have been highly successful in the Samsung Theme Store with downloads having crossed the 75,000 mark.

Active Wash+

Active Wash+ system includes a dedicated sink, which provides a convenient and unique space to hand-wash delicate items and pre-wash heavily soiled clothes. The Magic Dispenser, specially designed to create a powerful water vortex, dissolves both liquid and powder detergent, spreading it evenly before a wash. It was the winner of iF and Good Design Awards for design excellence.

India’s 1 Door Wonder

The 1 Door refrigerator has a stylishly unique round-top design that has distinctive crown design and added extra space. It comes equipped with power cut resistant Coolwave cooling feature that keeps food chilled and frozen for 9 hours. Its ridged design also provides safe storage for bottles, a multi-utility door bin and FreshMax that provides extra space to store fruits and vegetables. It has a special divider to attach plastic bags and separate bottles, an auto close function and built-in deodorizer.

Dialogue Between Patient and Hospital

Better medical service for the masses, and for the doctors and nurses to be efficient and satisfied with their work is the goal of the Samsung In-Patient Solution. A collaboration with Noida Samsung Research Institute, the solution is implemented in the Global Hospital in Mumbai. The solution is receiving positive feedback not only as a return on profit model from hospital administration but from patient and staff who participated in the pilot test.

Ancient Cultural Heritage Meets Cutting Edge Economics, Welcome to China

At the cusp of tradition and change, the entire world is focusing on the tenacity of this nation and how they will emerge. Not only the rapid economic growth but the unique regional and cultural characteristics of China are of great interest to the entire world. Here at the heart of the dragon, Samsung Design China (SDC) in Beijing and Shanghai seek the best in design performance as well as competing with other global design companies.

SDC Fuses China’s Unique Culture with a Cutting Edge Eye for Design

New market trends, cultural or regional policies, user feedback and recommendations as well as insights are all our agenda as we reach out to universities, research firms and design agencies for a collaborative effort to better understand China. Never with an outside-in perspective but as an insider on the ground who knows what and when things happen. Here at the SDC office, we’ve been tailoring smartphones, home appliance products, computers, wearable smart devices and IoT products to compliment this unique and bustling part of the world.

Bringing the Future Today through Our Products, Starting Successful Business Opportunities

The potential market value of China is still unmeasured. To succeed in such a climate, staying ahead of the trends of the market as well as design is a must. We strive to become a company that the people of China will grow to love.

SDC – Beijing Office

Product Strategy Team

As China is a very competitive market, keeping up with the latest trends and competition is a must. To do this, SDC works with local agencies on research projects looking for user insights. With these findings we plan our product strategy for the market.

Industrial Design Team

The Industrial Design team here at SDC works closely with the product strategy team and local R&D centers to get the most out of our smartphone products like the Galaxy C series. SDC is responsible for the designs of the Galaxy C5/C7, Galaxy C9 Pro and Galaxy J3 Pro.

UX Design Team

The UX Design team includes User Interface (UI) and Graphic User Interface (GUI). Based on the needs and behavior of the local user, we devise useful UI implementation while working closely with the local R&D center to better equip the Galaxy series products to the China market.

SDC – Shanghai Lab

Digital Appliance Design Team

The Digital Appliance (DA) Design team located in Shanghai branch is immersed in research for cultural and lifestyle trends. We look for meaningful insights that may lay the groundwork for new innovations and creative direction. We also seek to take those insights and apply them to our home appliance product design.

SDC WORK

Galaxy C Series

The Galaxy C series is the new smartphone tailored for the China market. Smartphones go far beyond from being a mere digital device to part of one’s identity. This is the reason why product differentiation and authenticity matters in today’s product design field. Samsung Electronics establishes Galaxy C series with a unique signature design geared with premium material.

Galaxy C5/C7 Product Design

SDC’s first complete smartphone design project including user research, product design, user interface design, graphic user interface design as well as packaging design. The C5/C7 targets the younger generation with the ultra slim metal uni-body design.

Galaxy C5/C7 GUI Theme Design

The Galaxy C5 / C7 GUI theme, encompassing wallpaper and icons, brings to the screen the latest contemporary trends. Targeting 20 somethings, we designed a colorful theme with four unique metal GUI themes to match the metal exterior colors of the Galaxy C5/C7. The goal is to bring out unlimited imagination and inspiration for the younger generation to harness their dreams.

Galaxy C9 Pro Product Design

The flagship model to really show the mettle of Samsung Electronics is the Galaxy C9 Pro. With the metal uni-body and MSA (Micro Slit Antenna) which does away with the thick antenna but instead incorporates three thin strips for a decidedly unique design. Also, the huge 6.0 inch AMOLED screen and dual speakers create an immersive viewing experience as well as an exciting game environment.

Galaxy C9 Pro GUI Theme Design

Galaxy C9 Pro GUI theme extends the previous Galaxy C5/C7 metal theme for an upgraded hardware design. By using the Mobius concept on the wallpaper, it not only conceptually unifies the design, but also attracts the younger generation with a modern yet soft feel.

Galaxy J3 Pro Product Design

Galaxy J3 Pro targets affordable price with a premium atmosphere. The authentic metal spin texture on the battery door emphasizes attention to detail while the side step treatments can help to give an overall slimmer feel with better grip.

Veyron GUI Theme Design

The Veyron GUI theme targets the Chinese premium users. The curves of the lines on the wallpaper hint at the smoothness of the phone in your hand. The metal details on the launcher icons are highly detailed. The reflections of highlight on the metal lines are not only conveying a high-end feel but also stands out as being different from others.

Jackson Square, San Francisco where architecture office and design agencies sit shoulder to shoulder. Among the crowd is the Samsung Design America (SDA).

SDA was started with the mind of creating innovation at Samsung Electronics ‘at just the right time with the right people’.

Creating the future with today’s reality

Here at SDA we oversee the entire gamut of the product development stage from end-to-end,  strategy, user experience, design, prototyping, and engineering to create a new product or even a new product line. Also, working with experts in a diverse range of fields to read and forecast the latest trends and create new business opportunities. One of the prime objectives of the SDA office is to open new opportunities for Samsung products. Bringing in exquisite hardware and software to service and lifestyle to create an ecosystem for new products to be introduced and thrive.

SDA focuses on ‘big changes’ with real impact

This is why we chose the location as San Francisco to be at the epicenter of innovation and change. The Bay Area is known for its culture of innovation. It’s a culture that embraces trial and error, that experiments and accepts failure. We want to tap into this culture to open new doors for tomorrow.

SDA TEAM

Product strategy

The product strategy team takes new categories and defines concepts, develops business, collaboration and marketing research & support.

Industrial design team

The design and development of new products within new categories are the role of the industrial design team. They also produce mockups of newly developed products and maintain new SDA product design specs.

UX team

The UX team handle early concept stages to final software versions of the user experience, prototyping and UI system architecture. The primary role of the team is establishing a guideline for the user journey as well as the final design.

SDA WORKS

Gear Fit

Gear Fit was SDA’s first wearable and Samsung’s first fitness device as well. It won the ‘Best Mobile Device’ award at Mobile World Congress in 2014, and its modular design, beautiful color display, and curved screen are still iconic today.  SDA design members pushed Samsung’s hardware expertise and had to balance information density in creating a “glanceable” experience.

Level Headphones Over

SDA created Samsung’s first effort in the premium headphone sector. The industrial design team built a sleek and minimalist design for comfort and an intuitive and simple touch experience on the side of the headphone for a truly user focused headphone set.

Galaxy View

Working closely with the Seoul office, the SDA office oversaw the entire project from original identification and incubation, through to manufacturing all the way through to the go-to-market process. The result was a new category in the entertainment market with using the Galaxy View.

Gear S

SDA worked closely with the Seoul office Product team on the final design, materials and straps. The product strategy team was involved in helping build the service partner ecosystem, explaining how partners could adapt their services to the new world of wearables and even going to New York Fashion Week to present the device with designers like Diesel and Swarovski.

Gear Fit2

The Gear Fit2 was a multi-department collaborative effort. The product strategy team worked with local sales and retail teams to develop the GearFit2, incorporating user and retail feedback into the design from it’s inception for music and sensor accuracy as a key features. As the project neared launch we helped support the local sales team with the positioning and go-to-market activities.

Gear Circle Headphones

Our designers wanted to be more fashion oriented with these headphones, designing a necklace that you would be comfortable leaving on and not have to worry about taking them out and untangling them.

Gear IconX

The SDA teams worked together to build Samsung’s first truly wireless buds, Gear IconX. Our design team did deep ergonomics testing to ensure that the buds would stay in and solved the difficult challenge of putting 4GB of memory in them so that you can load your MP3s directly to the headphone and leave your phone in the locker room at the gym.

The circular UX of the Samsung Gear S2 and S3 represents a new chapter in user experience, as it takes its start from the form of a conventional watch face.

The circular UX utilizes both the physical control of the bezel and touch screen capability to present an intuitive interface for the devices. The 24 detent rotation of the bezel allows the user to access the app or controls he or she needs without covering the screen. Truly a new experience for the user, as well as the designers who developed this unique innovation.

To achieve this new direction in UX design, the designers at Samsung Electronics had to literally think outside the box. Find out what challenges they had to overcome to create this new and unique UX.

Challenge #1: UX Optimized for a Circular Display

Breaking away from the conventional square-screen format was a major challenge. The four corners, where crucial controls are often placed, would simply not work in a circular environment. The entire design had to be reworked from scratch.

To do this, we had to think outside of the physical confines of the circular screen. To think beyond, if you will, by imagining how buttons, apps and controls would enter the corner-free display for a user’s interaction. We also utilized a sense of depth to differentiate between the content in the center and that in the periphery.

Without any corners, the result is a user interface that actively displays content for a more focused screen that is optimized for the wearable smart device experience.

Challenge #2: Continuous UX by Utilizing the Bezel

To optimize navigation on the circular displays, we made the bezels on the Gear S2 and S3 intuitive controls. They allow users to interact with their devices quickly and accurately without obstructing their view of the screen, and even without looking.

To further streamline the user experience, we performed numerous interface and motion design tests to identify the bezel’s most appropriate applications. Together with the touch screen interface, this physical control completes an entirely new UX.

For example, in Apps, it’s easy for users to find the applications they need simply by turning the bezel. Also, selecting a song in the music player or switching the watch face setting is as easy as a flick of the wrist.

Challenge #3: Precise Control for a Compact Display

In a successful marriage of form and interface, the Gear S2 and S3 applications have all undergone a new UX makeover.

Although the physical size of the device has decreased compared to smartphones, the bezel interface counters such limitations to effectively allow apps a wider range of control and functions in the new user environment.

Specifically, the Timer or Alarm apps can be set with more ease and accuracy than before, as they are optimized for a circular screen. S Health’s 24-hour logs are also easily accessible with the bezel controls, allowing users to view their daily fitness activities and records.

Perhaps changing a screen from a square to a circle may not seem so innovative.

However, the circular UX is not merely a form change but a totally new way of combining product and UX design for an optimized user experience in smart wearable devices. No easy task there.

As this new direction in innovation shows, the circular UX of the Gear S2 and S3 is testament to Samsung Electronics’ dedication to go forward with new chapters in wearable technology.

Users discover Samsung through products, the brand platform and culture surrounding the brand. At the center of this discovery is the SamsungOne Font, the building blocks of the universal Samsung experience. Receiving calls with your smartphone, watching your favorite shows on your TV, doing household chores with other appliances as well as the packaging and promotional campaigns seen in various media all converge on one Samsung voice. This signifies the singular and unified experience or world promised by Samsung Electronics.

The SamsungOne Font Connects:

People

Samsung speaks to billions of people around the world. SamsungOne is the core tool that helps us to create a universal Samsung experience.

Product & Platform & Service Experience

Samsung’s products range from mobile phone to TV, from laptop to microwave, and from oven to tablet. These communicate on multiple platforms including print, screen, form and environment. SamsungOne helps connect all of these as one experience.

Visual Language

SamsungOne sits at the heart of Samsung’s new visual language DNA, and provides a typographic foundation for the future.

The SamsungOne DNA Incorporates Specific Key Values:

Reliable & Accessible

Solid, reassuring and legible, with a consistent, friendly and warm visual tone.

Contemporary & Innovative

Modern, sophisticated typographic forms capture Samsung’s advanced design thinking.

Human & Enduring

Fluid and open, hand-made but structured, non-decorative and designed within a solid system.

Integrated & Expert

Built-in expertise and know-how ensures all products, experiences and people are connected.

SamsungOne is Designed Using Five Core Typographic Principles and Characteristics:

Humanist

SamsungOne mixes a simple, single-width stroke with more calligraphic details.

A squared curve is combined with angled terminal ends to create a font which is very human, flowing and open.

Distinctive

Dynamic angles that come from how an arc joins a line create a consistent design personality.

Prominent dots, distinctive diacritics and the tail on l add legibility as well we provide some of the distinctive design DNA for SamsungOne.

Universal

Like a global Family, SamsungOne is uniquely localized while speaking some of the same typeface DNA.

Expert

A crafted hands-on approach to type design and detail where small adjustments to height plus descenders and ascenders ensure balanced forms.

A balanced and proportional set of characters aids consistency.

Legible/Scalable

Letterforms are specifically designed to work functionally at small sizes, and dynamically at large sizes.

Characters are open and spacious aiding readability.

Specific details are added to ensure legibility at text sizes.

In order for information to be displayed efficiently on every platform, in every environment, Samsung have developed a large range of weights, and this range of weights enables expressive design and contrast for emphasis.

The untold story behind the SamsungOne Font, as well as an interview with world renown typographer Neville Brody, can be found in following video.

PURISM

Purism means more than just being simple. It is the removal of the decorative and cosmetic while bringing out the essence — by refining the vital elements to reveal the authenticity of the design.

360 DESIGN & INFINITY DESIGN

To understand how purism invigorates a product, two design approaches first need to be defined.

360 DESIGN Taking a fuller view

An all-encompassing complete design should be exquisitely refined from every angle. It coalesces with a variety of consumer lifestyles, yet remains a sophisticated and modern statement of innovation. Not a single consumer need is overlooked; every angle and facet is examined in perfecting this design approach. Hence, 360 design.

INFINITY DESIGN Only the Essence

We have stripped away all needless elements in order for you to focus on the essence of TV. Simply put, you can view your content when and where you want with as little distraction as possible. When you see our TVs, at first glance what seems overtly simple becomes highly detailed and refined upon closer examination. Existing simultaneously as both an entertainment system in the highest regard but also as a centerpiece of beauty, the loop continues infinitely.

DIGNITY

Perfecting Space

A person’s daily dealings reveal a lot about who they are and what they desire. The Samsung Dignity was designed to fulfill the desires of people who take great value and pride in their lifestyle. The Infinity Slim concept bezel-less screen beautifully accomplishes the illusion that the TV is floating in space. While this is astonishing to see firsthand, it isn’t a gimmick. It ultimately serves to maximize viewing pleasure by eliminating all needless elements.

At first glance, the contour line around the screen may look ethereal, almost as if it’s not there. However, this modest detail reveals to be gorgeously elaborate. As the Dignity doesn’t have a bezel to support the screen, the edges have been diamond-cut from a single sheet using the latest manufacturing technology. The Dignity becomes even more dramatic as you engage it dimensionally; the thin silver line that segments the front and back of the TV also subtly frames the screen. The surface of the back is tempered with a brush texture, while being completely devoid of any visible screws for a smooth refined finish. The result is a TV that looks graceful from anywhere in the room. The axis stand adds to this gracefulness as it utilizes the simplest of all 3-dimensional geometry, combining stability with minimal coverage.

The art of simplicity is entirely in the details. It is this attention to the intricacies that makes our own definition of design craftsmanship so unique.

It’s an eloquent tension of geometry

TRIUMPH

Brilliant Balance of Seeing, Hearing and Feeling

Samsung designed the Triumph for those who pursue both performance and perfection in their lives. The horizontal metal bar at the bottom of the screen gently supports the body of the TV while the slight curve of the support adds the illusion of a floating screen while enhancing the viewing experience.

When assembling the TV, the legs can easily be inserted without the need for screws or other tools. Not only that, the legs can be positioned in two different widths allowing for more aesthetic options when deciding where to place it in the room. Like the Dignity, the back of the Triumph was also designed with a clean back design; no screws or seams to ensure a smooth refined TV that can be enjoyed from any angle in the room. Together, the Dignity and Triumph personify the 360 Design as well as the Infinity Design concept in an innovative yet highly sophisticated approach.

It provides ultimate immersion in a minimalist living space

Complete Design, What It Means

The TVs you’ve just been introduced to hold more than a mere minimalist aesthetic approach. Such an approach, it can be said, is the outcome of our efforts here at Samsung Electronics to imbue our sense of values as well as the best possible viewing experience from our products. We’ve combined design with technology to discard any minute detail that hinders this experience, thereby creating a synergy of enjoyment between you and the experience of engaging with your TV. That combination of design and technology inserted into your viewing experience is what we pride ourselves in; attention to detail, to design, to craftsmanship.

Complete Design is about 100% satisfaction not only from the designer but also, of course, from the consumer. It is with no exaggeration or embellishment that we at Samsung Electronics strive to achieve the most meaningful of products. It has always been our spirit and it will continue to drive us into this year and beyond.

Sincere 7, innovate 7

The Galaxy S7 and Galaxy S7 edge are here. The journey to perfection has at last culminated the palm of your hands. The Galaxy S7 and S7 edge design story is an accumulation of the Galaxy series design identity as well as the relentless pursuit of creating a more human-centered device both in form and user experience.

As we mentioned in the previous episode, we’ll go a bit deeper into the design language of the new Galaxy S7 and S7 edge. Think of it as a precursor to the real thing you’ll be holding in your hand soon enough.

Touch is the New Sight: Surprised? Pick it up, you haven’t seen anything yet

Imagine a pebble on the beach polished by the constant crash of waves. It is a work of art, perfected by nature. That pebble smooth and seamless, is in a nutshell, the design approach of the new Galaxy S7 and S7 edge. The design really resonates in the touch rather than the look of the design. Pick it up, it feels better in your hand than it actually looks. We’re confident that you’ll quickly build a rapport with the Galaxy S7 and S7 edge as you keep reading and finding out more about the different functions and features of this new work of art.

A Simpler Design for You, a Highly Complex Approach for Us

The new Galaxy S7 edge front glass is designed with 3D thermoforming technology. The entire dimensions, including the tempered sides of the phone, were molded into one coherent whole. The tempered glass was slowly shaped in immensely high temperatures, a highly complex technique that is not for the faint of heart. This new form serves to enhance the grip, but also the subtle nuance of light that hit and reflects on the device gives it a dimension and depth unseen in a communication device until now.

3D thermoforming is the edge of the blade in technological advancement and combining design with such innovations is key. We don’t have the space to fully explain the complex processes needed to craft such a contour that unifies both glass and metal, nor do you need to understand such technicalities to fully experience the new Galaxy S7 edge. All you need is to pick up the device and feel the difference in your hands.

All That Needs to Stand Out is You

Right where it should be, but hidden flush in the contours as though hidden. The side button and rear camera of the new Galaxy S7 and S7 edge are incredibly subtle. What you have is a continuous fluid body that isn’t disrupted by the button or lens jutting out. We’ve also made a water and dust resistant body without scarifying the design by covering USB and ear jack with rubber. Without re-engineering the wheel, we’ve refined the status quo toward a perfect form. For the Galaxy S7 and S7 edge we chose usability and comfort instead to enable the camera and buttons to be unobtrusive. Now, all that needs to stand out is you.

Color and Material – Everything’s a Bit Deeper

A natural illumination and depth devoid of artificial treatment — four colors were developed to embody this quality: Black Onyx, Gold Platinum, White Pearl, and Silver Titanium. These hues glitter and shimmer as if illuminated from inside the glass surface. Such effects are achieved with an optical layer process that applies film on the surface of the curved glass.

Black Onyx, one of the newly developed colors, applies a unique pattern that fractures light into a unique ebony hue found only on the S7; it enriches the depth of the transparent glass material. Gold Platinum, is reminiscent of smokey quartz; Silver Titanium mixes white and silver for a stern yet vivid feel. Whichever you choose, each color affects the glass material in a distinct and unique way.

Even Easy to Miss Details Weren’t Missed

The first impression packaging and accessories of the Galaxy S7 and S7 edge were not far from the designer’s desk. The sturdy embossed black box hints at the new experience of touch that awaits you, and as it opens up like a book the revealing of the device is a new experience in itself; intuitive, yet undoubtedly premium in the classic sense without even having touched the phone yet.

The Galaxy S7 and S7 edge accessories follow a consistent design approach. In this way, you can literally see the underlying concept as well as the effort put in by each designer to develop each accessory and item to a stringent level of quality. Having said that, each of the 10 items (8 for the case, 2 for power) retain a unique look that was developed through collaboration and cooperation between the developers and designers.

Establishing Sincerity: A Life-Centered UX

A smartphone isn’t just another cool statement piece. It’s probably the most important personal hands-on hands-on device we use in our daily lives. It is therefore vital that you communicate and interact well with it. Likewise, the newly developed interface and UX design of the Galaxy S7 edge adjusts accordingly to your needs and usage patterns. It strives to create not the most efficient and quickest functions or commands but a rapport with you, an experience that is focused on you, where effectiveness and efficiency come naturally.

Connecting You Easier, Quicker

Your smartphone is also an interactive hub that connects all the diverse digital devices in your everyday life. With the Quick Connect function on the new Galaxy S7 and S7 edge, your phone links you with various devices around you. On/Off assists your phone in connecting with Samsung appliances as well as other Bluetooth connections, you can even check battery levels on certain devices. Also, a backlog of linked devices is kept so you don’t have to look for them again at a later time.

The Start of Smart Just Got Smarter

The home and lock screen is probably the focal point of any interaction with a smart device. The clock and weather display has been further refined on the home screen as well as a search function in each app tray for quick searches and access. A new added function is the temporary app tray that holds apps that you’re scrolling through on the home screen in one easy to access folder. The two shortcut icons on the lock screen are customizable to fit your everyday needs, or if you’re a minimalist at heart you can discard the icons all together for a crisp clear lock screen look.

Data Transfer Done Smart

With the Smart Switch function you can now transfer your data from a previous phone to your new Galaxy S7 and S7 edge. USB connection and Wi-Fi Direct are the two connecting options, what’s new about this function is that folders, widgets, home screen layouts, third party apps everything is transferred exactly as they were into your new phone. Maybe not the most exciting of functions newly introduced in the S7 series but the Smart Switch function is one more facet that shows the level of sincerity and personalization you can achieve with the Galaxy S7 and S7 edge.

Off, but Not Really

Even when the Galaxy S7 and S7 edge are turned off, it is still attentive to your movements. AOD (Always On Display), a function specific to the off state of the phone displays the time, calendar or message alerts when you need them without having to turning on the device as we do a thousand times a day.

Wider Edge, Better Usability

The edge panel just got wider. From 260 pixels to 550, the almost double increase in screen real estate opens up multitudes of opportunity that go beyond mere size. Image and text elements are two main benefactors of this increase, while the edge has been opened from just people and apps to third party applications and their functions. The position, size and transparency of the Edge Handler can also be adjusted according to preference.

The previous design of the edge screen was innovative enough for us to take that same technology but refine it and tailor it to fit more into the everyday habits and gestures of you, the user. We’re also confident that with the introduction of third party developers into this arena the floodgates of possibilities have been opened.

Won’t Let You Miss a Beat

The Cross App lets you access different functions even with an application already open on the screen. For example, messages, emails, memos can be accessed with a viewer window that pops up in front of the app in use. Also images, videos, music files, memos, schedule and contact info can be attached with the Attach Sheet interface while all that is going on. Video files can be accessed simply by tapping on the icon in the message app without leaving the screen, while the camera and photos can be taken or sent without even accessing the apps themselves.

Perfected Outside In

The design of a new product shouldn’t be redundant. If anything, the best products are perfected from a holistic approach; outside as well as in, whole and details, even the rapport that users share with their device is of importance. Without too much banter users intuitively understand the device as the sense of sincere premium sets in. Attachment to a product or device stem from this very source as well as we strive to aim higher in our aim to perfection, and we here at Samsung Electronics feel that is where the key to a satisfactory premium product lies.

The Galaxy S7 and S7 edge design has just begun and will continue to be perfected by you. When you interact with it, touch it and use it everyday the simplicity and beauty of meaningful design will touch your heart.

A phone that is able to portray both passion and innovation will resonate with consumers in a real way. And so after much effort and persistence, we finally have the Galaxy S7 and Galaxy S7 edge in our hands.

High end technology is encapsulated inside an inviting comfortable design. It’s a perfect marriage seen by paying attention to usability, but also keeping a sharp eye on craftsmanship. We present a new standard based on the unwavering precedent set by the Galaxy S series.

Touch is the New Sight

As a smart device is in your hands pretty much all day, the experience of touch, or interacting with your phone, is equally important as the way it looks. Because of this, many minute easy-to-miss details have been given extra attention to enhance this very experience.

Through 3D Forming glass technology, we’ve combined the curved glass and metal to create a seamless singular smooth yet natural shape. Even the buttons have become thinner and do not disrupt the contour of the device. There’s a much slimmer rear camera that is continuous with the shape and finish of the overall design and a slight sliver has been shaved off the sides to increase the sensation of holding the device in your hands. The transparency of the glass material together with the dimensional curves of the phone give it a volume and depth not seen, or felt, in recent smartphones. Also, a set of calm, serene colors to choose from add an emphasis of sophistication. Of note is Black Onyx, as a subtle spectrum of deep black to grey hues appear according to how the light fractures on the device.

A refined experience

With ‘feel & touch UX’ as our design motto we focused on drawing closer to our users.

The overall color palette of the app icons has been softened, making it easier to view over an extended period of time. Also, much attention was placed on improving the graphical user interface, resulting in a simple, continuous experience. The width of the device as well as its functions have been enhanced with an Always On Display (AOD) function that shows the time, date and simple alerts even when the device is not in use.

Just like the design of the phone itself, the user experience design also has subtle changes that are not noticeable at first but become apparent as you familiarize yourself with the Galaxy S7 series.

Journey to Perfection

The smartphone is now probably the most intimate everyday device. As such, Samsung Electronics always strives to close the gap between user and device, to provide meaning in the experience of interacting with our products no matter how small the detail or subtle the change is.

The journey of the Galaxy S7 Series is just beginning. The drive and commitment of the designers here at Samsung Electronics is the underlying trope to this tale of finding perfection; genuine premium quality and meaningful design continues in our next episode.