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

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

Hubert Lee

Executive Vice President, MX Business, Samsung Electronics

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

Huichul Yang

Vice President, MX Business, Samsung Electronics

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

The Essence of Foldable Design

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

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

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

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

— Hubert Lee, EVP, Samsung Electronics

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

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

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

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

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

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

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

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

 — Huichul Yang, VP, Samsung Electronics

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

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

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

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

▲ (From left) Hubert Lee and Huichul Yang

Let’s Design Together!

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

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

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

 — Hubert Lee, EVP, Samsung Electronics

Q. How do the team members collaborate?

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

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

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

Reframing the Future

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

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

Q. Do you use AI in your work?

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

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

 — Huichul Yang, VP, Samsung Electronics

▲ (From left) Huichul Yang and Hubert Lee

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

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

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

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

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

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

Iconic and Unique

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

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

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

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

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

Vibrant and Multicolored

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

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

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

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

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

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

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

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

Designing the Experiences of Tomorrow

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

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

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

Bringing Style to Spaces

Inspired by Your Lifestyle

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

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

Breathing Life Into an Innovation

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

Bridging the Gap Between Decor and Audio

Sculpting Unseen Sound

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

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

A Piece To Personalize Your Space

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

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

Music Frame in Your Everyday

Your Life, in the Frame

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

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

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

Fill Your Room With Rhythm

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

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

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

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

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

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

Bringing Mobile AI Into Daily Living

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

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

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

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

What are Intelligence UX’s features?

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

What was the process of creating Intelligence UX?

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

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

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

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

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

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

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

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

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

Life Is Easier and More Efficient With Intelligence UX

Communication Without Borders

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

Creativity, Simplified

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

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

 

Enhance Your Everyday

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

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

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

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

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

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

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

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

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

Where Design Meets Technology

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

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

The Art of Symmetry

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

Progressive Changes in Form

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

Fill Every Moment With Color

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

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

More Ways To Express Yourself

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

Bigger Canvas, Bolder Expression

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

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

Snap, View, Like or Delete

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

All-in-One

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

Complete Customization

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

Create Without Boundaries

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

Improved Multi Window Experiences

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

Create Easier and Faster

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

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

Style Meets Comfort

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

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

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

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

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

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

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

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

Why Is Family Hub+ Bigger?

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

Adapting to the New Normal

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

Bigger Screen, Better Attention to Detail

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

How Is Family Hub+ More User-Friendly?

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

Adding Tangible Taste to Every Touch

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

Visual Comfort

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

How Can We Bring Greater Joy?

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

Embracing Every Taste

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

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

Seamless Experiences

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

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

How Is Family Hub+ More Convenient?

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

Hub for the Smart Home

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

Smarter Cooking

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

Shopping Through the Fridge

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

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

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

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

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

Exploring the World Together

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

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

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

[Bixby Vision for Accessibility]

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

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

Enjoying the World Together

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

“Mom, look at that. Isn’t it funny?”

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

[Sign Language Zoom]

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

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

Sharing With the World

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

“I want to inspire people through social media.”

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

[Assistant menu]

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

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

Staying in Tune With the World

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

“Light can become a language of its own.”

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

[SmartThings]

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

* To set notifications

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

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

** To set SmartThings routines

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

Possibilities Never Before Imagined

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

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

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

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

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

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

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

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

Refined Design Led by Flat Lines

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

A Seamless Screen for Visual Stability

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

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

Enhanced Usability

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

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

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

Precisely-Engineered Details

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

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

Authentic Materials

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

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

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

Shades of Nature

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

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

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

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

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

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

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

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

Premium Design With an Eco-Conscious Focus

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

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

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

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

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

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

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

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

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

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

The Samsung Galaxy Identity

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

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

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

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

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

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

Future-Forward Color Swatches, Inspired by Nature

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

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

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

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

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

Designed With the Planet in Mind

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

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

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

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

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

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

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

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

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

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

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

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

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

Streamlined to Perfection

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

Sleek and Balanced

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

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

Polished and Refined

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

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

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

A New Wave of Colors

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

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

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

Unfolding New Possibilities

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

One-Of-A-Kind Practicality

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

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

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

A Multi-Tasking Wonder

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

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

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

Captivating Users Through Color With Bespoke

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

Covers to Carry You Through the Day

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

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

Stand Out From the Crowd

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

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

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

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

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

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

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

³ S Pen sold separately.

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

A Connected Home System

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

Indulge in a Delicious Dinner for One

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

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

□ SmartThings Cooking

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

□ SmartThings Air Care

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

Take Care of Your Pet From a Distance

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

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

□ SmartThings Pet Care

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

□ SmartThings Home Care

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

Keep Your Golf Clothes Lasting Longer

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

□ SmartThings Clothing Care

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

Celebrate Spring With a Deep Clean

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

□ SmartThings Home Care

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

Save Energy Today for a Better Tomorrow

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

□ SmartThings Energy

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

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

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

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

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

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

Simple and Streamlined Style

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Safe, Comfortable and Secure Usage

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

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

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

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

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

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

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

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

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

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

Self Expression, Centered on You

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

An Iconic Identity

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

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

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

Expanded Experiences

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

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

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

Purposeful Versatility

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

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

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

Only the Essentials

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

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

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

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

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

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

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

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

The Essence of Originality

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

Bold Geometry

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

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

A Seamless Combination

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

Newness Beyond Innovation

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

An Optical Illusion

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

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

A Versatile S Pen That’s a Joy To Use

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

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

Expand Your World

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

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

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

Designs That Reflect Their Era

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

Trendy Yet Classy

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

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

More Customization

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

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

Reduce & Recycle

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

One Core Element

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

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

A Singular Identity

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

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

Seamless Aesthetic, Seamless Fit

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

Meticulous Design

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

Effective Materials

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

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

Diverse Choices

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

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

Your Style, Your Way

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

A Gift for Oneself

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

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

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

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

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

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

Refined Design at Every Size

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

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

Unfold and Expand

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

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

Fold and Consolidate

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

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

From Work to Play: Enabling Versatile Experiences

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

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

Productivity Features To Let You Do More at Once

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

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

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

Tools To Help You Communicate Better

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

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

Unique Identities for Every User

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

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

Timeless Design Housing Cutting-Edge Innovation

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

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

An Iconic Appearance for Unique Tastes

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

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

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

¹ Compared to Galaxy Z Flip 5G.

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

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

⁴ Accessories sold separately.

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

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

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

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

A Robot That Cleans Like You

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

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

– Nooree Nah, Designer

The Ability to Think

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

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

An Agile Design

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

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

A Hands-Free Clean

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

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

A Sense of Character

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

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

-Yeonsu Kim, Designer

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

-Jaewon Choi, Designer

22 Expressions

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

A Friendly Voice

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

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

A Comforting Appearance

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

A Sense of Caring

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

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

-Dongmin Lee, Designer

Leave Home Without Worrying

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

A Pet Companion

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

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

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

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

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

Minimization and Improved Usability

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

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

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

Portable, Yet Resilient

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

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

Timeless Aesthetics

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

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

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

You can also find more details at Design Samsung website.

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

¹ Compared to the previous Pro 360 series

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

Blurring the Lines

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

Fluid Dreams

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

Land Dreams

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

Space Dreams

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

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

You can also find more details at Design Samsung website.

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

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

Removing Boundaries

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

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

Reimagining One Connect

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

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

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

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

How Samsung’s Designers Approach Minimalist Design

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

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

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

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

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

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

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

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

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

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

You can also find more details at Design Samsung website.

Last year, Samsung redefined smartphone design as we know it with the introduction of its first foldable device, the Galaxy Fold. While that category-defining smartphone was created with a focus on the action of unfolding (i.e., “What if you could unfold your phone to experience apps and content on a larger screen?”), the design of the company’s second foldable device, the Galaxy Z Flip, focuses on the opposite action: folding your smartphone to make it more compact.

As Tae-joong Kim, Vice President of Samsung Electronics’ Mobile Communications Business, explained, by combining a pocket-friendly form with striking style, “The Galaxy Z lineup introduces a new identity to the foldable mobile category. One that adds a fashionable touch to users’ lives.”

Follow along as we examine how Samsung refined each aspect of the Galaxy Z Flip’s design to offer users a whole new mobile experience.

Color-Coordinated

The Galaxy Z Flip is available in a choice of three stylish colors: the bold and creative Mirror Purple, the luxurious Mirror Black, which features a slight bluish tint, and the elegant and refined Mirror Gold. During the manufacturing process, Samsung combined a smooth glass finish with precise processing, resulting in layers of colors that reflect a range of hues depending on the angle at which the device is folded.

For those who like to dress simply, the Galaxy Z Flip can add an eye-catching touch to your outfit that can take your look to the next level. Created for those who want their technology to be as iconic as their wardrobe, the Galaxy Z Flip Thom Browne Edition features a pebble grey exterior adorned with the iconic New York fashion brand’s signature colors.

It’s All in the Details

Measuring just 73.6mm across, the Galaxy Z Flip is small enough to fit in the palm of one’s hand, and slips easily into a pocket or bag. To make the device as compact and portable as possible, Samsung tested out numerous form factors before ultimately landing on the design you see before you. No detail was overlooked. The design was contemplated down to the micrometer to ensure that it would offer users a comfortable grip.

The finished design also reflects careful consideration of usability, as evidenced by convenient features like the cover display. When the Galaxy Z Flip is closed, the cover display presents users with information such as the date, time, their device’s battery status and more, and when they’re taking a selfie, it allows them to see how they look. When the device is opened, Samsung’s intuitive One UI makes it easy to manage the Galaxy Z Flip’s spacious, 6.7-inch display with one hand.

“Along with size and grip, the user experience was a key focus of design,” Kim explained. “We designed the Galaxy Z Flip to make it easy to: 1) access basic information when the device is folded, and 2) multitask on its large display.”

Unfolding a New User Experience

Through extensive research into how consumers are using their smartphones today, Samsung identified that the ability to fold and utilize a smartphone at various angles would add a new layer of convenience to the user experience. The Galaxy Z Flip was specifically designed to be folded and used at multiple angles, which makes everything from taking pictures and video calling, to viewing media more comfortable and convenient.

Realizing that functionality would require a hinge that was both durable and exquisite, like a cogwheel. Through exhaustive research on hinge designs, as well as close cooperation among hardware departments, Samsung eventually came up with a blueprint for a hinge that would be capable of standing a foldable device up at any angle. The Galaxy Z Flip’s intricate Hideaway Hinge is the product of these efforts. It allows users to utilize their device at various angles, and enables the smartphone to stand completely on its own. It’s also sturdy enough to ensure that the device will not open or close by itself.

Samsung anticipates that the Galaxy Z Flip’s ability to stand on its own will change the smartphone experience. “Both the market and consumer lifestyles are constantly diversifying,” said Kim. “To address consumers’ needs, we will continue exploring ways to enrich the Galaxy Z lineup and the foldable mobile category with meaningful and enjoyable experiences.”

Yun-je Kang, Senior Vice President and Head of Samsung Electronics’ Design Team, summed up the philosophy behind the flagships’ design. “These days, our smartphones are always in our hands, and they’re becoming items that express our individuality and preferences,” said Kang. “From the beginning, we worked hard to achieve a design that reflected a deep understanding of how consumers use their smartphones today.”

Let’s examine how Samsung optimized the Galaxy Note10’s form factor to offer Millennial and Gen Z users a more immersive and productive smartphone experience.

Sleek and Slim, with an All-New S Pen

The Galaxy Note10 features a streamlined form that’s comfortable to grasp and looks as if it were chiseled from a single piece of glass. Simple but solid, the smartphones’ monolith-like frame supports a nearly bezel-less display, which offers multitasking Note users more room to do what they do best.

The smartphones’ brilliant Cinematic Infinity Display gracefully flows over the edges, blurring the line between body and display. Centered at the top is the in-display cutout for the front-facing camera. In addition to lending the screen a balanced aesthetic, the lens’s placement opens the door for users to enjoy a wide range of fun and inventive wallpaper designs that utilize the camera in creative ways.

In addition, the Note series’ signature feature, the S Pen, has been updated with a redesign and a slew of convenient enhancements, including support for multiple hues in Samsung Notes. Now, when using Samsung’s powerful notetaking app, users can easily save a preferred pen color and style as their favorite pen, load it with the touch of the S Pen’s button, and start writing and drawing to their heart’s content. Moreover, the S Pen’s seamless integration into the Galaxy Note10’s body enhances the devices’ unibody aesthetic.

The S Pen itself is comfortable in the hand, and an absolute pleasure to use. Samsung eliminated as many unnecessary elements as possible when refining the S Pen’s design, resulting in a sleek and sophisticated form. The S Pen’s Samsung logo and metallic section – fixtures of previous S Pens’ designs – have also been removed to enhance the tool’s elegant aesthetic.

To make users’ experience even more satisfying, Samsung also equipped the new S Pen with the ability to recreate the actual sounds that pens and other utensils make when writing or drawing. So scribbling a note on the Galaxy Note10’s display sounds just like scribbling on paper. And each time the user places the S Pen back in their device, they’ll hear a slight click, like the sound that a cap makes when it’s placed on a pen.

More Choices and Colors

The introduction of the 6.3-inch Galaxy Note10 and the 6.8-inch Galaxy Note10+ marks the first time that a Galaxy Note will be available in two sizes. Offering the newest Note in a compact form factor – alongside a model similar in size to previous editions – enables smartphone users who prefer a smaller screen to experience the signature Note features that make these devices so special.

The Galaxy Note10’s gorgeous design is complemented by a selection of three likewise stunning color options: Aura Glow, Aura White, and Aura Black. The latter two hues are exquisite in their luster, as is the iridescent Aura Glow, which reflects a rainbow of colors depending on the angle of the light, in what amounts to an eye-catching visualization of the smartphones’ ability to streamline a wide range of user interests. Additional color options – available in select markets – include the equally beautiful Aura Red, Aura Pink and Aura Blue.*

To offer users more ways to make their smartphone their own, the Galaxy Note10 also features a wide-ranging accessory selection that includes stylish covers of various colors and materials. Choose the Clear View cover for a practical look, or the Leather Cover for a more classic aesthetic.

Packaging That Puts the Planet First

When developing new Galaxy devices, Samsung prioritizes enhancements that make its powerful innovations simpler and more sustainable. Sustainability has never been more important to consumers – particularly Millennials. In fact, according to a recent Nielsen report, up to 73 percent of Millennials say they’d be willing to pay extra for sustainable goods.

Like the Galaxy S10 before it, the Galaxy Note10 features simple, eco-friendly packaging that utilizes sustainable materials in place of plastics and vinyl, and was designed with a focus on consuming fewer resources. Now, each smartphone and its components are fitted into a sturdy pulp mold rather than being packaged separately.

Other environmentally friendly adjustments include Samsung’s decisions to use FSC (Forest Stewardship Council)-certified paper when producing the Galaxy Note10’s packaging and manuals, replace plastic ties with paper alternatives, and utilize 20 percent recycled plastic when crafting the devices’ chargers.

In addition to utilizing more environmentally friendly materials in its products and packaging, Samsung continues to explore innovative ways to reduce electronics waste through initiatives like the Galaxy Upcycling program. By championing the benefits of upcycling, which involves finding new and useful applications for old technology, the company’s efforts are not only helping to save more devices from ending up in landfills; they’re also spurring the development of dynamic technologies with potential applications in the worlds of healthcare, education and more.

As Kang explained, sustainability remains a guiding focus when designing new Galaxy innovations. “Sustainability is an important value in Galaxy device design,” said Kang. “Going forward, Samsung will continue to pursue sustainable innovation – not only by simplifying products’ designs, but also by removing unnecessary elements, and by replacing materials with more eco-friendly alternatives.”

* Availability may vary by market and model.

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.

Changes for a more Consistent Brand Experience

Previous Samsung Wearable packages were great at portraying unique characteristics and strengths of different product categories, but had difficulty conveying the overarching impression of the brand. We analyzed countless competitor products and interviewed package and retail experts to create an all-encompassing brand experience through the package. Through this process, we set our design goal to create a packaging system that exudes the exhaustive aura of a brand and enhances the details of the overall experience that covers the journey from opening the package to holding the product in your hand.

Concept that Ties Categories Together

Precious

“Packaging is a nice way to speak to the user.” -Danny Miller, Creative Director of High Tide

Even if you are purchasing a product for yourself, a nicely packaged product that feels like a gift offers a whole new level of precious sentiment. The Samsung Mobile Wearable package acts as its own salesman when displayed on a showcase. The ‘Precious’ concept reflects this idea and provides a modern interpretation of the ‘premium gift’ keyword. From the moment users open the upper box, they are greeted with a ‘Welcome Door’ that creates anticipation for what’s to come. Furthermore, the inbox items, such as the manual and cables, are neatly assembled to express delicate care toward users.

360° Consideration

“To attract human attention your packaging needs to achieve a fine balance between vibrancy, uniqueness and simplicity.” – Kate Nightingale, Consumer Psychologist and Founder of Style Psychology

The package is designed under the umbrella of the ‘360° Consideration’ concept, which organically connects different aspects of a package that each contain unique information. The design is systemically considerate of users and maintains a fine balance of text and images among all six sides of the box, thereby preventing an overload of information coming from a single element of the package. The compartments of the package flow seamlessly while also being exclusive, which enables the product to become a natural eye-catcher and an impressionable storyteller that tells a tale which goes beyond basic spec details.

Message that is Formed through Depth in Detail

A package can create a powerful message when all its elements, from materials to color, font, photography, graphics, constitution, and more, form a harmonious and meticulously detailed ensemble. The Samsung Wearable package design augments its consistency with depth in detail to more effectively communicate the product’s language to its users.

Attractive and Powerful Images

The product images used for the package were all taken in an honest viewpoint that has the product facing the front. The crisp and clean background that is spread behind the product and the soft light that permeates into the product radiate a confident and modern impression. For products like the Gear Fit2 Pro, which is important to properly show the band color, the images are rotated so that users can properly see the color of the band from the front of the package.

Systematic Transmission of Information

Key information such as product and brand names are always placed in the same location of the package for all categories to maintain consistency. Additional information such as the USP, icons, and product descriptions were positioned in order of importance in areas that are easily seen by the user so that all information can be systemically and properly disclosed to the user.

Color that Represents the Brand

The number of colors used in the package is limited to four colors, excluding the colors in the product image. The proportion of how each color is used is carefully determined by its purpose. The Premium Black color that appears universally among Samsung brand products blankets the entire package. The Samsung Accent Blue, used as the Signature Accent, is applied minimally throughout the package just enough to indicate the mood of the brand. White and light-grey are used for typography to immaculately organize product information.

Patterns that Capture the Sentiments of a Product

Patterns differ from product to product, so each pattern is designed to serve as a metaphor of the product’s specific qualities to evoke sentimental resonance. The Gear 360 features a photograph that boasts 360 degree photography, the Gear VR provides a multidimensional view, and the Gear Fit2 Pro shows an image that displays heart rate to exemplify the product.

Intuitive Icon Graphics

The Samsung Wearable package has been produced in two forms and two sizes, which upholds coherence of the brand when displayed. Even when the volume of the package must be larger to accommodate additional accessories, the z-axis of the package is enlarged instead of the x-axis or the y-axis so that the product is always displayed in a constant size when viewed from the front.

Everyone knows the feeling of keeping a package that they were particularly fond of. At times, the package of a product can induce a sensation that is as potent as, if not even stronger, than the sensation that comes from the product itself. The purpose of a package transcended beyond its previous role of simply wrapping up or protecting the product, and has gained its own meaning. The Samsung Wearable package design has come to redefine the identity and role of the package.

A vacuum cleaner is an everyday tool that is intimately intertwined with our daily lives, and a tool that would at times require strength or sensitivity depending on user preferences and needs. The Samsung POWERstick PRO cordless vacuum provides expanded experiences in both cleaning time and everyday use, redefining the overarching concept of what it means to be a vacuum cleaner.

Innovations such as the ergonomic handle and Dual Action Brush add comfort and convenience to cleaning, while the POWERstick PRO’s refined red-and-aluminum aesthetic seamlessly integrates with a wide range of interiors. Let’s take a closer look at how Samsung Electronics optimized the vacuum’s design to redefine a complete cleaning solution.

Ergonomic Joint Structure

Certain movements that you make while cleaning, such as bending forward or twisting your wrist, can cause aches and fatigue. The POWERstick PRO’s Flex Handle was designed to alleviate these issues, removing the need for users to twist and bend to clean in tight spaces by making the vacuum itself flexible. The Flex Handle folds up to 50 degrees at the touch of a button, which makes maneuvering the vacuum effortless and allows users to maintain proper posture when cleaning their home.

A Meticulously Designed Grip

When holding the vacuum, users will find that the curvature of the handle ensures a natural and snug grip, and its weight distributes evenly – adding ease to use, and providing optimal stability. The suction control button is placed directly under the index finger position, and the left side of the handle has a Flex Unlock button so users can comfortably control the product with just one hand.

Stable Self-Standing

The vacuum’s complementing accessories, including the pipe attachment, have also been designed with stability in mind. Because the pipe is capable of standing on its own when detached, users do not need to bend down when swapping accessories.

The Visible Power of the Dual Action Brush

A common issue with conventional vacuums is that, because their brushes only rotate forward, when the user pulls their vacuum toward them, the brush’s backward motion results in dirt being flicked away. The Samsung POWERstick PRO features two brushes that rotate in opposite directions – eliminating this problem, and enhancing the vacuum’s performance at the same time.

A Battery for Powerful Usability

Battery life is crucial for wireless vacuum cleaners. The POWERstick PRO is equipped with a 32.4V large capacity battery that boasts 150W suction performance for a maximum duration of 80 minutes*. Keeping the option of detaching and replacing exhausted batteries in mind, the product is designed so that the battery compartment is placed in the handle portion for users to enjoy the product’s powerful prowess without any restrictions to time.

The POWERstick PRO is the product of Samsung’s extensive efforts to identify and design innovative solutions for common inconveniences that come with cleaning. By setting new standards in terms of design, power and ease of use, Samsung hopes that the act of cleaning will transform from a burdensome labor to an enjoyable experience that brings fresh vigor and comfort to your spaces.

*With two batteries operating in Normal Mode

In the past, a ‘storage’ was akin to an immovable object that required users to store data at a designated location and access it only within the bounds. Nowadays, the value of storage is defined by safety and its capacity to be ‘fast and organic’. In an age when users have countless options for storage, the Samsung Portable SSD T Series best embodies this very value through foolproof function and design. The SSD is smaller than the size of your palm, which makes it utterly lightweight, and the comfortable UX design gives life to incredible functionality. On top of that, it has technical stability. We can now carry in our pockets the epitome of all that is required for storing and recording data in this day and age.

All New External Storage

The Samsung Portable SSD T Series is a portable SSD storage device that is small enough to fit in the palm of your hand. It is also sturdier and faster than external storage devices that have been previously widely in use. The device has been manufactured using flash memory that can keep the data safe even when the device is dropped on the floor, and also boasts a high level of data security due to a hardware-based encryption module.

As the first pioneers to envision the category of the ‘portable SSD’ itself, Samsung Electronics further established this unique brand by once again setting the bar with state-of-the-art design for the ‘T Series’.

T1: My Own Portable Portfolio

The T1 focuses on the value of being ‘portable’, and has been designed to be lightweight and pocket-size using plastic material. This storage device showcases a sturdy and fashionable look with its cone-shaped exterior, three-dimensional pattern, and Black Chrome two-toned design.

T3: Pocket Mobility

The T3 exudes an aura of toughness and strength from its exterior by using metal and plastic that has been applied with rubber spray. We ran countless tests to find the ideal size (74*58*10.5mm, 51g) that can provide a sense of trust and compactness at the same time. We made it slightly bigger than the T1 to eventually find the perfect ‘Pocket Mobility’ size that can effortlessly fit into your handkerchief pocket

T5: Metal Minimalism

The T5 uses metal materials to boost its premium image and wears a blue coat that gives off a bright and cool vibe. Colors for the 250GB and 500GB devices are in blue, and large capacity devices that go over 1TB are colored in black. The device has been developed to be faster, and is also able to eliminate any emission of heat even after utilizing metal materials. Furthermore, a USB Type C port has been implemented to ramp up usability and gives the option to connect to the latest devices.

T5, A Storage Device Imbued with Uniformity and Comfort

When users purchase external storage devices or portable SSDs, they base their purchases on a device’s data capacity, speed, and durability. However, just as the hardware technology for portable SSDs advanced greatly over the years, the software technology in the form of UX design has become an important factor for evaluating a user’s heightened brand experience when using the device, not purchasing it.

Samsung Electronics completely renewed the uniform UI and usability that comes from the exterior of the T5 to provide comfort through high product quality and stability.

Straightforwardness that Comes from Simplicity

Since information security is crucial for a storage device, it must provide an easy and straightforward UI to its users. Complicated interfaces and unnecessary screens only serve to obstruct and hinder a user from understanding the product. The T5’s UX design moves away from the previous conversational interface type and has simplified the interface flow by decreasing the page numbers. All pages of the UI have been unified into a single format, which allows for better understanding even after the screen switches to another page. Descriptions for each function have been added on the top to enhance clarity in conveying information.

A Consistent Design Identity

A unified design instills peace and comfort for a user and also increases product familiarity. The all-new T5’s UX also carries a single analogous tone and manner for its design. We deviated from a monotonous look by adding a touch of blue to the trustworthy shade of dark gray. We also included a sense of movement that reacts to user input in the UX, and lastly, maintained the central identity of a Samsung product by incorporating the SamsungOne Font. The icons have also been newly developed with the Samsung Portable SSD brand identity in mind so that they can be used again in next generation products in the future.

Any Device You Want

The UX of the T5 has been designed with the expansion of the device and its surrounding user environments in mind. An identical UX is supported through various platforms from Windows, MacOS, to Android, and this UX also provides a consistent experience in many different user environments such as smartphones, tablets, PCs, etc. Therefore users can comfortably make use of the T5 anytime, anywhere.

A Vessel for Living Information

We are living in an era where information storage devices have moved its location from within the PC to the surface of your desk, and then again to the outside world wherever users go. A vessel that stores such living and breathing information must also carry the same vigor of life. This is a vault that alleviates all the hardware and software discomforts of existing external storage devices and can also be entrusted with valuable information. The Samsung Portable SSD T Series has been designed to be this very device that stores more than just data, but also the future of storage itself.

The Seoul Design Office, located in the Seoul R&D Campus, serves as the starting line for Samsung Electronics design and the drawing board for all blueprints.

The office devises mid-to-long term design strategies and carries out various design projects to support Samsung Electronics in creating value for users through design and proposing a vision for the future.

Seoul Design Office Illustrates an Innovative Future for Samsung Electronics Design.

The Seoul Design Office plays a central role that guides the company-wide direction of Samsung Electronics Design. Furthermore, the office establishes a unique design identity for Samsung Electronics and formulates a systematic and strategic outlook for the future. Also, through the conception of innovative design based on breakthrough technology, the Seoul Design Office seeks to provide a brand new and meaningful lifestyle to our users.

Leading Samsung Electronics Design through a Mechanism of Connection and Communication.

The greatest minds in the fields of strategy, product, UX, graphic, and engineering design come together and create ingenious synergy at the Seoul Design Office. While carrying out various projects, designers of each business division constantly communicate with one another to successfully achieve design innovation. Also, by establishing a convenient UX that is unique to Samsung Electronics, the office makes the utmost effort for users to experience a seamless connection between Samsung products.

History

1971 Samsung Design Function Established : The First Evolutionary Step to Product Diversification (Affiliated with the Sales Division)

1991 Samsung Design Japan Founded (Japan)

1993 Declaration of New Management (Frankfurt) : Expansion of the Design Team with the Transition from Quantity-centric to Quality-centric

1994 Samsung Design America Founded (USA)

1996 Declaration of the Year of Design Revolution : Emphasis on the Importance of Design, Focusing Efforts to Develop Samsung’s Unique DI

2000 Samsung Design Europe Founded (UK)

2001 Corporate Design Center (Direct Report to CEO) Established

2004 Samsung Design China Founded (China)

2005 Milan Design Strategy : Re-Emphasis on the Importance of Design, Establishing a Global Design System

2008 Samsung Design Delhi Founded (India)

2015 Relocation to the Seoul R&D Campus : Independent Design Office Established

Corporate Design Center

The Corporate Design Center, a representative design organization that systematically executes company-wide design management, secures product originality and pursues user-centric advanced development. The center also fosters design talents with capabilities in convergence through design innovation that has its roots in global culture.

Experts in product, UX, graphic, and engineering design has formed a team to carry out a comprehensive design process that ranges from product concept exploration to design prototype development and verification. In addition, Global Design Offices have been established within the Corporate Design Center to develop avant-garde design through the global exploration and excavation of region-specific design and insight.

Design Strategy ∙ Planning

We aspire to develop an innovative design that is unique to Samsung Electronics in an everchanging era, by way of establishing a mid-to-long term design strategy based on Samsung Electronics’ design philosophy.

Cultivating Advanced Design

We search for progressive design that will set us apart from existing businesses. We explore mid-to-long term business opportunities that can lead and change the market through discovering breakthrough technology beyond the electronic industry and converging industries. Also, we strive to seek out and design ideas that can change the lifestyles of our users.

Enhancing Company-wide Cross Synergy

We developed design elements that are unified throughout company products, such as Icons and Fonts, to provide a single design experience for Samsung Electronics users. We also launched various UX projects to offer seamless user experience that is achieved from natural and organic connections between Samsung Electronics products. With research and exploration of innovative UX elements, we strive to elevate Samsung Electronics’ brand image through design.

Business Divisions

We guide users to a new lifestyle that is inspired by leading-edge design.

The Business Divisions, consisting of Visual Display, Digital Appliances, Health & Medical Equipment, Mobile Communications, and Networks, strives for unique user experiences and design values.

Visual Display Design

We present users with a design that provides one-of-a-kind experiences and values. Our state-of-the-art designs for TVs, monitors, various screens and AV systems radically transform the lifestyles of our users. Our team consists of Design strategists, as well as Advanced, Product, Graphic, and UX designers.

Digital Appliances Design

‘Designed by Thoughtfulness’ is our digital appliance design philosophy that embodies the solicitude we have towards our users. Our designers tirelessly draw inspiration from this philosophy to design all digital appliance products (refrigerators, washing machines, air conditioners, cooking appliances, vacuum cleaners) and services to create meaningful and delightful experiences for all.

Health & Medical Equipment Design

By implementing Samsung Electronics’ high-end IT technology to medical equipment, we develop cutting-edge health and medical equipment products that provide breakthrough in medical environments. Our designers, who are first and foremost user-centered, make the utmost effort to help define Samsung’s medical equipment as a brand that brings comfort to patients and convenience to the medical staff.

Mobile Communications Design

It’s all about the user when it comes to our design priorities. We project brand-new lifestyles to our users by providing innovative designs for devices our users need most; smartphones, tablets, wearables, and PCs. Our Product, CMF, Graphic, UI, and GUI designers persevere day and night in collaboration with strategists to achieve a pioneering design that sets the global standard.

Networks Design

Product, Graphic, and UX designers are behind the designs of our mobile communication systems and business communication solutions. We provide value to our users in the B2B market not only in terms of management efficiently, but also in convenient usability. We work ceaselessly to be up to speed with the changes in today’s mobile communication technology and develop designs that can offer exceptional, user-centered services.

A new era of spatial design has begun. When choosing items to design their spaces, people no longer seek technical premiums, or blindly follow trends. People nowadays base their design needs in each individual preference and lifestyle, rather than being conscious of others. This goes the same for TVs. Now, users personally choose their TVs and place it in their homes in a way that best suits their lifestyles. In light of this, it was necessary to redefine and innovate the TV experience in order to design a TV that can intimately and harmoniously meld with individual lives.

This was TV

“TVs are always found in the same places.
It’s surrounded with various devices.
Wires are everywhere, uncontained, in disarray.
Their shapes and colors are identical.
Once installed, a TV takes root and becomes hard to relocate.
The biggest, most expensive TV is the best.
When turned-off, a TV adds nothing to the space.
Choosing a TV and interior design are two separate things.”

To bring innovation to TV design, we crossed off common stereotypes, one by one. Through this process, we were able to develop a TV design that alleviates user inconveniences, enhances essential functions, and harmonizes with any space.

The Next Innovation in TV – QLED

The QLED TV has unrestricted freedom in every aspect. Its viewing experience, as well as its installation method and location are all unconfined to any specific space or time. We ask ourselves why we have been stuck in restrictive and old interior design habits of placing a TV in the living room across from a sofa. By replacing a minor nuisance with innovative design experience, the QLED TV has become an objet d’art that elevates the ambience of its space regardless of being turned on or off.

360˚ Design Pushing the Boundaries of Space

Up until now, the back of a TV was an obsolete area in terms of TV design because it was not in view. However, with the idea of placing a TV in the center of a particular space in mind, all areas of the QLED TV have been intricately designed. Once you turn on the screen that can produce 100% color volume, the QLED TV becomes an even more dominant presence in its space.

Designing ‘Disappearance’

The German term ‘Kabel-Salat’ literally translates to a ‘Cable Salad’, which describes a messy bundle of tangled cables. These tangled cables are often seen surrounding TVs nowadays, and never fail to distract us from the surrounding space. The QLED TV features ‘Invisible Connection’, a transparent optical cable that has been designed to minimize any visual disturbances no matter where it is located near the TV. Furthermore, the ‘One Connect’ box allows the TV to perform various functions without connecting multiple cables to the TV itself. The nearly wireless QLED TV designs its surroundings with undisturbed tranquility.

A TV that Ascends above Space

Wall-mounted TVs always had wasted spaces behind them. The QLED TV’s ‘No Gap Wall-mount’ effectively minimizes the space between the wall and the TV, thereby creating a modern effect of a TV hovering elegantly and effortlessly close to the wall. The mount maintains a very slim profile, and the bracket inserts itself completely to the back of the TV, altogether elevating the quality of the design.

Stand Design that Reflects User’s Individuality

In addition to wall-mounts, the QLED TV brings your space to life in many other ways as well. With the ‘Studio Stand’, your TV will look like a work of art. The classic easel form allows the QLED TV to express a classical and luxurious aura. The ‘Gravity Stand’ is a metallic cone-shaped stand that has a finish akin to a stylish sculpture. Its contemporary look dictates the ambience of its space like a piece of installation art.

Designed for Your Space – The Frame

On average, people spend 4 hours a day watching TV. In other words, the TV is turned off for at least 20 hours. The design of The Frame has been conceived through the vision of a TV that is beautiful even when it is turned off. Throughout each day, The Frame acts as a precious piece of artwork and naturally dissolves into the everyday moments of our lives.

Two Modes, Two Roles

If there is one item that can dramatically affect the atmosphere of your home, it will undoubtedly be a picture frame. The Frame is the ultimate combination of a TV and a picture frame that embodies unique preferences and design lifestyles. The two modes, ‘TV Mode’ and ‘Art Mode’ can each display unique atmosphere. As you turn off the TV mode, the TV will shift into the Art Mode and act as an objet d’art that brings class to your interior design.

Creating a One-of-a-kind Space

The Frame can showcase splendid artwork and photographs of precious memories as if it were an actual picture frame through its 4K UHD picture quality and Brightness Sensor. The Frame also provides a wide array of content that the user can use to display images that best suit your décor.

The Frame is a platform that brings art to the comfort of your home. You will find a breathtaking collection of more than a hundred professionally-curated art pieces that span ten different genres by 37 artists in the Samsung Collection. Users can display artwork that has been personalized to the tastes of their home interior through The Frame, and conveniently access works of world renown artists with the help of the online art store’s curation.

The Frame also carries various UX designs that help users display their own photographs or artwork. You can choose a background color and utilize six different layouts to position your images in any way you like, and essentially design your very own TV.

A Frame by Frame Option for Your Home Decor

The Frame is designed to be undistinguishable in every way from an actual picture frame, and can blend seamlessly with any interior decoration. Its ‘Customizable Frame’ can easily attach and detach itself from the body, and can be purchased in Walnut, Beige Wood, or White, based on the needs and moods of your interior.

Package that Resonates with the Heart of The Frame

It’s only appropriate to take a unique approach in package design for The Frame considering the unique characteristics of its design. The typography design that beautifully captures the information of The Frame’s functions has become a piece of art itself.

‘Screen Everywhere’ is the future vision for Samsung TV. The QLED TV and The Frame are the manifestations of this vision. A TV that can be placed anywhere in the house and offer new experiences any time of the day. A TV that begins its journey with a user’s ever-changing lifestyle and advances toward new, sustainable values. This is the beginning of innovative TV design that transcends the limits of everything we previously perceived about the TV.

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.

The world today isn’t just looking for something unique, they’re looking for the unique in the everyday. At first what may appear to sound as a contradiction, this conceptual approach is what drives the essence of the product and fuels the designer’s imagination. Is it possible for a laptop computer to be both functional; easy to use and still be aesthetically pleasing? To answer that, the Samsung Notebook 9 returned to the source and asked the question: ‘what is a laptop computer?’ – a bare essence question that through rigorous trial and speculation has coalesced into a new perspective for laptop computers.

Lighter

Like its namesake a laptop should be easy to hold and carry around, like a notebook. Lighter, and smaller is the way to go. In any case, it shouldn’t be cumbersome in your hand or in your bag.

#1 Smaller Size

The very essence of a laptop is this: portability. To maximize this potential, the goal was to reduce the mass of the device itself without sacrificing screen real estate. Comparing with previous 13 inch models, the width is 309.4mm and height 208mm for a smaller yet maximized laptop.

#2 Lighter Weight

Instead of an aluminum exterior, a lighter magnesium compound was selected in reducing the 13 inch model to a mere 799 grams, improving the overall look & feel.

#3 Stronger Exterior

Smaller? Yes. Lighter? You bet. And still strong as ever. A lighter magnesium MAO surface treatment technology ensures a lightweight body with fortified exterior and corrosion resistant.

Easier

Whether you’re working or just surfing the web your laptop should be the least of your worries. The Samsung Notebook 9 has taken even the most minute details into consideration. From the keyboards to security, nothing is too small or big to overlook.

#1 Elegantly Curved

The keyboard is probably the most engaging component of the laptop. With that, a decidedly curved design was chosen both for ergonomic functionality but for aesthetics as well.

#2 More Reliable Security

Security is handled with a simple touch. Fingerprint recognition allows you quick access and is hidden among the keyboards so it’s not too obvious adding to the design.

#3 Sturdier Design

The rounded four corners give the Samsung Notebook 9 a neutral look but also acts as a shock absorb should you happen to lose hold of it. The LCD screen is inset from the bottom so that the impact of a fall will be less to the screen.

Smooth

A design that is discreet and yet captures the eye, subtly. With a neutral color palette, the new Samsung Notebook 9 is visually stable and inviting for anyone. Be it form, material or touch the Samsung Notebook 9 works harmoniously with any user by offering a counterbalance to your lifestyle.

#1 Harmonious Color

Crush white, Light Titan, Violet Blue are the colors available in the new Samsung Notebook 9. Colors that are neutral and genderless and carry with them a flair of harmony and elegance.

#2 Softer Finish

Corners and edges have been rounded out for a softer appeal as well as ease of handling when taking it in and out of your bag.

#3 Consistent Look

In line with the overall design approach, the keyboard colors match the color palette for a consistent look throughout*.

Well Balanced Design Essence

Ease of grip, keyboard touch, color combinations – these elements all come together to perfect the laptop computer. As neutrality is the encompassing theme of the Samsung Notebook 9, it is designed to align and integrate into your lifestyle, not only aesthetically with lines, contours and color but with function and ease of use. Wherever you are, whatever you’re doing, the Samsung Notebook 9 ensures a seamless user experience with you and your lifestyle.

* White keyboards are used for the Violet Blue model

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 sound of an air conditioner, an oven turning on, the ring of a smartphone… all of these digital sounds also become a part of your daily routine and naturally a part of your memory. We here at Samsung Electronics also consider acoustic resonance as an important factor of the user experience, as such our products are imbued with a distinct sound.

Come join us on a familiar path where we focus on the sound of our products.

* This content is better experienced with earphones or speaker.

Samsung Brand Sound

The theme of Samsung Electronics’ products can be summed up as ‘Over the Horizon’ for mobile devices and ‘Beyond the Horizon’ for home appliances – looking toward the challenges of the future with passion and anticipation. Although the melody may sound different the nuances of both share a subtle similarity. Both are neutral and positive attitude while retaining a medium tempo with 4 to 6 melodies.

These two simple melodies carry a long way, especially when applied to our products. Let’s look at a few examples.

Over the Horizon Theme

Over the Horizon

Over the Horizon has been the sound for Samsung Electronic mobile devices since 2012 for a better future in our daily life. It’s used for the Default Ringtone, Message Tone, Advertisements, Music Videos and other various media. We’ve also collaborated with musicians to expand this melody in diverse ways.

Samsung Galaxy S7

As the smartphone is probably the most used and closely kept device ever developed, it is vital that even the smallest functions have a corresponding sound and synchronize with the UX design principles.

Default Ringtone

Default Ringtone

The Swedish band Dirty Loops remixed the Over the Horizon melody for the Galaxy S7 and is used as the default ringtone.

Lock/Unlock

Lock/Unlock

As this function is used most often it should be quick and simple, yet clearly distinguishable. A distinct metallic sound was chosen to convey the precision of the device.

Camera Shutter

Camera Shutter

To continue the identity of Samsung cameras into the smartphone, an actual analogue camera shutter was sampled and edited for a consistent sound across all devices, from analogue cameras, digital cameras and mobile devices.

Samsung Pay

Samsung Pay

The sound of plastic as it’s pulled from a money clip is the motif developed for the sound when you activate Samsung Pay. It’s meant to evoke the feel of paying with an actual credit card. In line with this, when you swipe through your cards on the app it mimics plastic hitting plastic for a familiar yet new experience.

IconX

As left and right components are completely divided and sound is provided in stereo, also the fact that there are no buttons or a screen to access, this device required a totally new approach in user experience: The Invisible Audio Menu.

Wear on Sound

Wear on Sound

As both right and left ear buds operate independently, each ear receives a small ping to signal activation.

Coupled Sound

Coupled Sound

A delayed ping is volleyed back and forth to signal that both ear buds are connected and in synch.

Volume Up/Down

Volume Up/Down

AUI(Auditory User Interface) distinguishes high and low volume for suitable control.

Invisible Audio Menu Guide

Invisible Audio Menu Guide

When you tap & hold, the menu is read out loud with an AUI sound that signals for you to let go to start that menu.

Beyond the Horizon

Beyond the Horizon

Beyond the Horizon has been our signature brand melody for home appliances since 2015. It represents positivity and unlimited possibilities in ascending melody.

Q9000, Q9500

The windless air conditioner echoes a wind chime when it starts up or is controlled for a clear, refreshing sound to compliment the cool air coming forth.

Power On/Off Sound

Power On/Off Sound

The Beyond the Horizon melody is differentiated when you turn on or off the air conditioner. Other details are the melody is precisely synched to the vents opening sequence.

Temperature Control Sound

Temperature Control Sound

This helps you to distinguish whether you’re setting the room temperature up or down.

Built-in Oven

For this appliance, we analyzed the different functions into two categories; power, error, timer functions that apply to the entire product range and specific functions that are unique to each individual product such as partition activation/ deactivation, cook done. By doing this, each product is connected by a unified sound but also is uniquely identified.

Power On Sound

Power On Sound

Even without high definition speakers, the Beyond the Horizon sounds simple and direct.

Buzzer & Speaker Sound

Buzzer & Speaker Sound

The buzzer key has been raised one octave and together with the SPK version can be heard and distinguishable in any environment.

Door Open Sound

Door Open Sound

The door open alarm sounds 2 minutes after the door is kept open. Rather than a high-pitch alarm a less harsh melody set (ti-mi-fa#) was chosen for a more considerate sound alarm.

Each of Us Have a Unique Voice

No two are the same. Likewise, a brand should have its own unique acoustics. The sonic experience with a brand is a vital asset and an intricate part of the total brand experience.

Here at Samsung Electronics, we take great care to ensure that the sound you hear from our products is clear, audible and consistent with the other elements of our products and services we provide to you. Even the most fleeting sound bites have been evaluated many time over to create a fun yet memorable brand experience.

As a simple instance, carrying your baby, picking him or her up again and again is strenuous work. A baby carrier is a necessity. A necessity yes, but not without it’s faults. For one, the shoulder straps and waist belt put needless pressure on your body. And second, just looks bad when you have to wear it outside.

Samsung’s C-Lab, an internal program that aims to foster innovation at the company have set their eyes on solving these two issues of early parenthood. The result is an infant support carrier that monitors baby’s health and is comfy for both parent and baby. Ladies and gentlemen and babies… meet Dr. Macaron.

Weight Distribution

While we can’t reduce the baby’s weight we can distribute the load away from just the certain part of your body. Dr. Macaron has a Convertible Hipseat System that can be adjusted with one hand. Raising the seat of the carrier divides the weight away from the shoulders to be shared with the waist so that mommy can concentrate on the precious cargo inside.

Iconic Design

Dr. Macaron is a minimal no-nonsense design baby support system. We discarded anything that stuck out or didn’t feel in place and hid buckles and other contraptions away from view. Unlike most baby carriers, we chose a light ivory color instead of the often seen usual dark drab for a clean pure feel that will go well with any outfit.

Total Infant Care Service

Dr. Macaron isn’t only a baby carrier. In fact, it is a smart care service for your baby with a very well designed carry support. Simply by putting the small macaron shaped sensor into the seat of the carrier Dr. Macaron monitors if the baby needs a diaper change. Also, the sensor will check your activities and let you know how long you’ve been on your feet and need a breather. With the app it’s easy to keep a day to day record of your cute lil button growing up without having to keep a pencil and notebook handy at all times, keep it all on your smart device!

Sensor Detail

The small macaron shaped sensor in the seat of the carrier sends data to the pre-installed app in realtime. This data is processed and presented to you so that you can keep track of the leaps and bounds your baby is making day to day.

Dr. Macaron tackles a major problem shared by many in carrying their babies without wearing themselves out. Like a real macaron, a sweet outer shell with an even sweeter filling inside. A delicacy to sweeten your time with your baby.

Questioning things we took for granted and trying to improve upon them. That is the underlying approach for Dr. Macaron. It ends with a warm hug utilizing design and technology. Here at the C-Lab in Samsung Electronics we’re looking for unique and different solutions to life’s many questions with the answer of making it better.

*This product is under development and not yet available for sale.

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.

Exploring Collection: Gear S3 frontier and Gear S3 classic

Outdoors or in a board room, the Gear S3 frontier performs in any environment. Nevertheless, it looks and acts the way it should—as a workhorse that is equally elegant in a three piece as it is rugged in the great wilderness of nature.

The Gear S3 classic is aimed at stylish 20-30 somethings who value function and practicality. A hipper, younger design with no frills was the approach for this version of the device. Added to that is the diverse range of wristbands that let trendsetters express themselves in their own unique way.

Exploring Details: From Size and Materials to an Always On Display

Recently, consumers are seeing smartwatches not as smart devices but as multi-purpose timepieces. As such, refinement was the key concept for the design of the Gear S3. The company undertook an exhaustive study of timepieces, surveyed a wide range of users and attempted to define the size and form factor of a watch that makes it just that, a watch.

Stainless steel 316L, the most commonly used material for watches, was selected for the Gear S3. Adding to its durable surface are simple modification molding and tempering finishes that enable for a device that is not only sophisticated but sturdy and reliable.

The circular UX, first introduced in the Gear S2, was once again applied to the Gear S3, showcasing a new direction in wearable UX design.

Like a master watchmaker carefully placing the hour and minute hands in place, the watch face of the Samsung Gear S3 has been carefully set in place. The near microscopic details of a watch piece have been painstakingly recreated digitally in the Gear S3 with added function that can only be realized in a digital environment such as weather updates, schedule reminders and a heart rate monitor.

The new Samsung Gear S3 is not just a new smart device but a wearable one that complements your way of life. That’s why the Always On Display has been improved upon. With a newly structured low energy setting, the watch face is always on, with more vibrant color and detail, like its active second hand.

Going beyond the basic functions of a smart device by innovating your way of life, the Samsung Gear S3 begins your journey of Meaningful Innovation as a new vision 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.

The opening line of Banana Yoshimoto’s emotional novel Kitchen says it best: “The place I like best in this world is the kitchen.” Indeed, the average family visits the kitchen some 40 times a day, so it’s no exaggeration that the kitchen is the hub of the family.

As the largest digital appliance in any home—and one that is turned on 24/7—the refrigerator is hard to ignore. It’s central to our lives. It keeps our food fresh, and it’s a hub for families, who often use it to post things like daily reminders, children’s artwork and family photos. That was the thinking behind Samsung’s new Family Hub refrigerator. Our designers were looking for something completely different. They wanted to give our refrigerator a whole new face and enhance the connection between families, their food, and each other.

That’s how the Family Hub’s Design Team came up with the idea of attaching a 21.5-inch interactive touchscreen directly onto the door. But that was the easy part. They then had to figure out what the interface should look like, how to implement it, and how it would work with all our devices. Before turning a great idea into action, the team engaged in extensive research and consumer observation to come up with the most ergonomic options. Through these studies, four major consumer insights were realized.

4 major insights:

1. Communication with other devices must be easy
2. Interactive touchscreen has to be intuitive
3. Screen must have “glanceability”
4. Interface has to be easy for all ages

With these valuable insights in mind, the team worked to create a refrigerator that would form three specific connections: between the consumer and their food regardless of location, between recipes and enthusiastic chefs at home, and, most of all, between families with each other.

1. Connecting In and Out

Scenario: Grocery Shopping
I’ve written this long list of things I need, but I still can’t remember if I need eggs.

Three internal cameras take a picture inside the refrigerator every time the doors close. You can use your smartphone to access the photos anytime, anywhere. With the View Inside feature, you don’t have to worry about doubling up on groceries. You can even keep track of expiration dates to conveniently manage your food. The touch and drag feature and the memo feature that lets you leave notes next to the food items are highly intuitive and easy to understand. And if you are running out of something, you can add that food items to the My Shopping List.

2. Connecting Recipes and Chefs at Home

Scenario: House warming party
I really want to show off my cooking skills with something different, but I never have enough time.

Club des Chefs contains recipes from world-renowned chefs and restaurants. In addition to assisting consumers in finding recipes, Family Hub also works as a platform that connects families to their most commonly used food services. When necessary, it can read the recipes aloud with Text to Speech (TTS) and can understand verbal instructions such as next or previous, so consumers don’t have to flip through their smartphones or physically touch the Family Hub screen when they’re elbow deep in pancake batter. Recipes are listed in order of difficulty and can be selected by inputting the ingredients available in the refrigerator. Once you select a recipe, a link allows you to directly purchase the ingredients you don’t currently have. Family Hub will soon connect to a variety of shopping portals: Emart in Korea and Groceries, developed by Samsung and Mastercard, in the United States.

3. Connecting Families

Scenario: No one is home at the same time anymore
I really want to spend more time with my family. But when I’m heading to work, my son is coming home. And my wife works at completely different hours.

Family Hub’s digital family bulletin board brings families together with seamless communication. Family Hub can even help families get on the same page. They can share notes with a digital app called Sticki, and put photos directly onto Family Hub’s interactive touchscreen so conversations can be even more meaningful. It’s just like an old fashioned bulletin board, except so much better. You can see your Sticki board, and even change it, from wherever you are via a mobile device. Now the kitchen really is a hub.

Not Just a Fridge

Family Hub doesn’t just transform the kitchen, it can re-create traditional family dynamics. The touchscreen’s UX design improves consumers’ lives by connecting them to their refrigerators from outside, to thousands of recipes and recommendations from famous chefs, and to their families. In the age of the Internet of Things (IoT), Family Hub is the centerpiece of any Smart Home.

To see the original article http://design.samsung.com/global/contents/family_hub/.

To find out more about the Family Hub Refrigerator,

please visit http://www.samsung.com/us/explore/family-hub-refrigerator/

The creative and adventurous designers of Samsung Electronics have played an important role in discovering the needs of consumers and developing products they find truly meaningful.

For many designers, their personality can be seen in their workspaces. Wild or weird, cluttered or clean, the desks of Samsung’s designers showcase their unique personalities and provide insight into what inspires them. It’s that diversity of backgrounds, experiences and styles that creates strength and is a vital part of realizing meaningful design.

Which is why we made “Designer Desk”—presenting the desks of six Samsung designers, to provide a glimpse of the variety and inventiveness of the people who create our wide range of products.

Meet the Designer’s Desk

How can you really get to know a person? Look at their surroundings. People’s personalities tend to inadvertently show up in the things around them. The seemingly little things, like your music playlist, the books you read or what you do over the weekend, can tell the world a lot about the kind of person you are.

When we decided to introduce our designers here at Samsung Electronics, the first thing we thought of were their desks. What better way to showcase you their personalities than the place they display their personal belongings and spend the most time? So we sat down with each of our designers as they showed us their desks and shared their thoughts on design and the work that they do.

“My desk is a discount store display.”

Taewon Seok / Senior Designer / Mobile Communications Business

What’s your favorite item on your desk?

My origami Doberman Pinscher. I started making origami dogs after I saw a movie about Dobermans when I was young. Finding the unique characteristics of each kind of dog and translating those features into paper construction has many parallels to the design process.

In your opinion, what is the most important step of the design process?

A quick, often rough, sketch that really captures the essence of an idea. We tend to think a marker drawing or a detailed sketch meant for presentations shows the creative moment, but often that simple sketch is a doorway to so much possibility to develop your idea.

How would you define yourself as a designer?

I would say my approach to design is with irony and wit. My style is direct and my goal is to be memorable, like nice perfume.

“My desk is a place with flowers and plants to brighten your day.”

Eunyoung Choi / Assistant Designer / Visual Display Business

What’s your favorite item on your desk?

An empty perfume bottle I use to put flowers in. The bottle is curved, which I prefer to the straight lines of a normal perfume bottle. Some days there will be ranunculus, and other days, I’ll have pompom flowers that really brighten up my desk.

In your opinion, what is the most important step of the design process?

Ideation and brainstorming. While it’s important to make something pretty and stylish, coming up with a good idea takes hard work. In my opinion, a good idea ultimately yields good results.

How would you define yourself as a designer?

I think experiencing new things is important. I personally like to learn and feel new things. Accepting them, visualizing them and organizing them into something I could use later on in my work is what inspires me and my design.

“My desk is red leather.”

Jinhoo Lee / Senior Designer / Mobile Communications Business

What’s your favorite item on your desk?

My earphones. While they may look like hearing aids and not very high-end, the sound is impeccable. And because they fit inside your ear, they’re good for times when you want to avoid outside noise and really concentrate on your work.

In your opinion, what is the most important step of the design process?

I think the direction of the design and the core value comes out during the ideation stage. But really, every step along the way is equally important.

How would you define yourself as a designer?

Experiencing as many things and as much as you can. Nothing is more important than that.

“My desk is my comfort zone filled with things I love.”

Jungjoo Sohn / Designer / Corporate Design Center

What’s your favorite item on your desk?

LEGO IDEAS 21301 BIRDS. The fact that a bird lover developed this LEGO IDEAS series and that it’s so cute to look at makes it the most important thing on my desk!

In your opinion, what is the most important step of the design process?

Research and ideas. During this stage I really get my inspirational juices flowing. I find out about different worlds and experiences that add to the creativity of the project.

How would you define yourself as a designer?

I aspire to be a designer that makes something that gets better over time.

“My desk is a cafe with pictures and music.”

Jangwoon Kim / Designer / Mobile Communications Business

What’s your favorite item on your desk?

My Galaxy Note 10.1. Since I don’t always carry around pen and paper, the tablet really comes in handy. Whether it’s in meetings or on my day off, I always have it close by.

In your opinion, what is the most important step of the design process?

In school I thought it was having a good idea. Now, after working a bit, I realize that it’s the final attention to detail when complete the project or product that really makes the difference.

How would you define yourself as a designer?

Because I view being a designer as needing to understand the inner workings of a product or a project and not just the superficial details, I strive to meet and converse with professionals from diverse fields and backgrounds. If you lend an ear to what they’re saying you’ll gain valuable insight into what consumers need, if not society as a whole.

“My desk is a home for rest and comfort.”

Kaei Kim / Senior Designer / Corporate Design Center

What’s your favorite item on your desk?

Messages from my colleagues. When a project becomes difficult or we reach a standoff, the kind words of encouragement from my team members or others in the office often help me back on my feet so I can continue to trudge on.

In your opinion, what is the most important step of the design process?

Design research. It’s vital to find a basis for your design and to develop a goal for it. Research is fertilizing the seed of creativity for your design work.

How would you define yourself as a designer?

I’ve always wanted to move hearts with my design work. Finding out what exactly triggers such emotions and thoughts has been a recent pursuit of mine.

Different Designers Come Together for Meaningful Design

All the designers who agreed to show us their desk, their inner sanctum if you will, were a bit shy at first and reluctant to do so. Soon they opened up their workspaces, as well as their views on design with confidence and determination. While all of them have different goals and dreams, their willingness to design something meaningful unites them and pushes them forward.

A wide range of individuals from all walks of life come together to create, make and design. As Jangwoon mentioned during his interview, diverse backgrounds and experiences add to design insights. For us at Samsung Electronics, those insights are key. It is our drive to discover the needs of users and consumers – insights that are vital in realizing meaningful design.

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.