▲ Visitors at the TOILETPAPER zone in Samsung’s The Bespoke Life exhibition

Samsung’s theme for this year’s event, “The Bespoke Life,” emphasizes a more eco-conscious, hyper-connected and personalized way of living. The company’s showcase also includes a pop-up space created in collaboration with the Italian creative studio brand, TOILETPAPER, to convey how Bespoke refrigerators cater to various lifestyles.

Samsung’s collaboration with TOILETPAPER was based on a mutual pursuit of bringing life to everyday items.

Distinct Styles, Shared Values

Originally founded in 2010 as a magazine run by artist Maurizio Cattelan and photographer Pierpaolo Ferrari, TOILETPAPER has since expanded into a product and furniture brand known for its unique design aesthetic. TOILETPAPER is known for its use of vibrant colors and pop art-inspired imagery; highly original designs such as “Lipsticks,” which features outstretched arms holding lipstick tubes, exemplify its signature style. Over time, these designs earned TOILETPAPER a strong following among global art enthusiasts who continue to adore the brand’s distinctive style.

“TOILETPAPER has always loved the idea of applying images to everyday objects rather than restricting them to the inside of a gallery or museum,” said TOILETPAPER Art Director Micol Talso. “That’s why we were thrilled when Samsung asked us to think of a design to apply to their Bespoke refrigerator panels. We thought it was an amazing opportunity for us to challenge ourselves in a new medium.”

▲ (From left) TOILETPAPER art director Micol Talso and founder Pierpaolo Ferrari

The collaboration was made possible thanks to Bespoke and TOILETPAPER’s shared values. TOILETPAPER’s design philosophy, which puts a unique spin on everyday objects, closely aligns with Bespoke refrigerators’ personalized appearance and overall experience, which not only caters to users’ needs on the exterior but the interior as well.

Eye-Catching and Elegant

Samsung’s collaboration with TOILETPAPER includes a total of four Bespoke refrigerator panel designs. To maximize impact, the brands chose to personalize the front panels with existing TOILETPAPER imagery — including such iconic designs as “Lipsticks,” “Magic Mirror,” “Roses with Eyes,” and “Dessert Lady” — resulting in an eye-catching and elegant collection that is distinguished by its bold use of color. The limited-edition panels showcased at the exhibition will launch in global markets in the first half of the year.

▲ (From left) Dessert Lady, Roses with Eyes, Lipsticks, Magic Mirror

Vibrant Launch Events in TOILETPAPER Home

Samsung’s Fuorisalone 2023 showcase also included a series of special events that offered guests an up-close look at Bespoke’s limited-edition panel collection.

TOILETPAPER’s Milan headquarters, TOILETPAPER Home, hosted two interactive events. Placed in various rooms throughout the building, including the kitchen and bedroom, the Bespoke refrigerator designs seamlessly blended with the space’s striking interior. Guests were captivated by the combination of functional appliances and artistic expression, which resulted in a pair of unforgettable events.

▲ More installations at the TOILETPAPER Home

The first, held on April 17, saw Talso introduce Samsung and TOILETPAPER’s collaboration to global media. The event also included a cooking show from the famous Italian chef, Marco Assaggia. On April 20, TOILETPAPER Home was host to a “Fridge Party” for global media and influencers. The event offered guests an opportunity to experience Bespoke refrigerators in a fun and engaging setting with music provided by famous DJs.

▲ (Clockwise from top left) Chef Marco Assaggia’s cooking performance at the TOILETPAPER media event, TOILETPAPER x Samsung Bespoke event Image, TOILETPAPER founder Maurizio Cattelan greets guests at the influencer event, DJ performance at the influencer event

In addition, Samsung and TOILETPAPER’s new, limited-edition panel designs can also be viewed at TOILETPAPER Living. This one-of-a-kind accommodation will be available to reserve soon and will offer guests an opportunity to experience a wide range of Bespoke home appliances, including the Bespoke Induction Range, Dishwasher, Oven and more.

▲ Samsung Bespoke appliances featured in the TOILETPAPER Living

Jinny Jung, Vice President, Samsung Electronics, expressed her delight at collaborating with a brand whose “unique designs continue to attract attention in Korea and around the world.” Adding that Samsung is pleased to have TOILETPAPER as Bespoke refrigerators’ first partner of the year, Jung explained that the collaboration promotes Bespoke’s core value of offering more consumers more options that cater to their unique tastes.

Designer Seungji Mun, well-known for his minimalist, functional, and eco-conscious industrial designs, and designer Hosuk Jang, a space and interior designer renowned for catering to a variety of different lifestyles, brought their unique design philosophies to the booth’s Sustainability and Design Zones respectively.

Samsung Newsroom sat down with the artists to learn more about their exhibits and the background behind the collaboration.

Connecting With Nature and Sustainability Through Bespoke — Seungji Mun

Born and raised on South Korea’s Jeju Island, Mun established his first atelier in Copenhagen, Denmark and found inspiration in both Korean and Danish aesthetics for his designs. He has had numerous experiences working on projects related to sustainability, and is known for his eco-conscious designs “Economical Chair” and “Four Brothers.” The Sustainability Zone that Mun worked on is titled “We Breathe.”

Q. After collaborating with Samsung and Bespoke appliances on designs like “Just Cabinet” and “My Island,” what motivates you to continue working with Bespoke?

Mun: The Just Cabinet design was my first project with Samsung Bespoke. We approached the “bespoke” concept of the Bespoke refrigerator as a furniture piece rather than a kitchen wall, integrating it seamlessly into the design of the furniture. Our aim with this project was to showcase how kitchen appliances can transcend the traditional confines of the kitchen and become a part of other areas, such as the living room, to be part of a different story in people’s lives. This project was a great opportunity and kickstarted various other collaboration projects with Samsung.

Q. A recurring theme in your designs is the need to coexist with nature. In your opinion, what makes sustainable designs — and specifically eco-conscious appliances — so important today?

Mun: In the world we live in today, going green is no longer a special matter but rather a necessity. It is now one of the most important factors that must be considered as we move forward with our designs. Therefore, I believe that designing with sustainability and eco-consciousness in mind should be the norm rather than an exception. In addition, I believe that home appliances are most closely associated with our lives, so it seems inevitable to me that products that reflect the values of sustainability are seeing a rise in production.

Q. Could you tell us more about the latest collaboration “We Breathe” and what it says about sustainable living?

Mun: In “We Breathe,” we aimed to create a design that merged the front-facing side of our appliances and the side of our homes that we see every day with the dark and hidden interior of those same appliances. By doing so, we have created the visual image of these appliances resting and storing their energy in the same space that we also live and breathe in. Also, as most of the components of the exhibition are made from recycled materials, we strived to convey the message of sustainability.

Q. Bespoke Life’s sustainability philosophy is about making sustainability a natural part of daily life. How did you incorporate Bespoke’s philosophy into the design?

Mun: Bespoke Home introduced the concept of designing one’s interior with a wide variety of color choices and created a new kind of demand in a market of predominantly white home appliances. Furthermore, Bespoke conveys values of sustainability through changeable panels which extends the lifespan of the products. “We Breathe” also reflects the Bespoke vision through the reduction of wasted resources by utilizing recycled materials while also maintaining an aesthetically pleasing design.

True Customization for Any Household and Individual — Hosuk Jang

After working as a graphic designer in New York, Jang founded Hosting House for the space design and lifestyle industries upon his return to Korea. Today, Jang is a leading figure in his field with a host of accolades under his belt, including winning Designer’s Choice of the Year at the 2018 Seoul Living Design Fair. The Design Zone Jang spearheaded is titled “Framed.”

Q. Your work is rooted in catering to and enhancing various lifestyles. In your opinion, what makes lifestyle-centric design so important today?

Jang: I believe it’s important for people to have the freedom to pursue designs catered to their individualistic lifestyle. Creating design options that encourage users to develop their own styles is what’s driving my work today.

Q. As a designer, what possibilities do Bespoke appliances create in terms of catering to various lifestyles and interiors?

Jang: Bespoke home appliances have opened a new era for home appliance design by offering customization with a wide variety of colors, materials and even layout configurations.

Taking this a step further, new Bespoke products have been released recently that empower users to partake in more sustainable lifestyles at home. As sustainability becomes top of mind for many people with climate change, features that can help reduce the environmental impact have become essential to consumers.

Q. You previously partnered with Samsung and Bespoke appliances on designs such as “The Laundry Bar” and “Garden of Air.” What is it about Bespoke that inspires you to continue collaborating?

Jang: When we were first commissioned by Samsung Home Appliances in 2019 for the Bespoke Project, the first thing that we felt was that they truly wanted something new.

For our part, we thought we could integrate the refrigerator to become part of the kitchen décor instead of just decorating it as a separate unit. The result was a wall with modular picture frames that users can rearrange themselves. Later with the Laundry Bar project for the Bespoke Grande AI, we took a similar approach, integrating the washing machine into the wall with the door decorated to blend seamlessly into the space.

We’ve been excited to have had the opportunity to work on various Bespoke projects with Samsung. And for this Fuorisalone project, the idea was to showcase these Bespoke concepts outside of Korea, for the first time, with Milan as the stage.

Q. How does “Framed” combine lifestyle-centric designs with Bespoke’s true customization?

Jang: We’ve taken our “Framed” project, which was created in 2019 to celebrate the launch of Bespoke, and the Laundry Bar, our 2020’s concept created to celebrate the launch of Bespoke Grande AI and refreshed them for Fuorisalone 2023.

For the design elements of “Framed,” we’ve mixed modern luxury with classic design. Such design choices for “Framed” were my take on interior décor that is unhindered by boundaries, expressing my creativity through various techniques and devices. This also reflects Bespoke’s vision of true customization, highlighting that interior design is not just for professionals but something that anyone can achieve according to their taste, personality and lifestyle.

Q. What advice would you give consumers who are interested in enhancing their interiors with Bespoke home appliances?

Jang: I believe that the biggest advantage of Samsung Bespoke Home appliances is that they can harmonize with other appliances in any space. Or, if you’re looking to change your décor, look at Bespoke as a blank canvas on which you can explore new ways of creative expression.

No matter personal taste or the variety of sizes, configurations and materials, your Bespoke designs can easily keep pace as your lifestyle evolves.

On April 17, Fuorisalone 2023, the world’s largest design and furniture exhibition, opened in Milan, Italy.

At their 700m² Fuorisalone booth, Samsung Electronics held their exhibition under the concept of “Bespoke Home, Bespoke Life,” featuring collaborations with celebrated Korean designers Seungji Mun and Hosuk Jang. The exhibition took the core message of “Bespoke Home,” which is about providing consumers the ability to choose personalized home appliances that suit their tastes, one step further with the new core message of “Bespoke Life,” which is about advancing home appliances to include eco-consciouness and hyperconnectivity, all with an artistic touch.

The “We Breathe” zone of Samsung’s exhibition, developed in collaboration with designer Seungji Mun, showcased to visitors that core theme of the “Bespoke Life” concept, sustainability, and the “Framed” zone, developed by Hosuk Jang, embodied the value of personalization that consumers can enjoy when choosing a Bespoke appliance that is able to reflect their own unique personalities and preferences. Both these zones attracted a high turnout from visitors, as did the limited-edition Bespoke refrigerator exhibition created in partnership with renowned Italian creative studio TOILETPAPER with Samsung being their first Korean home appliance brand collaborator.

Read on to get a feel of the lively atmosphere present at Samsung’s Fuorisalone 2023 booth, wherein the company showcased its latest home solutions and sustainable smart lifestyle approach as realized through their home appliances.

“We Breathe”: Integrating Sustainability Into Daily Life With Seungji Mun

Upon entering the exhibition hall, the “We Breathe” zone, created in collaboration with designer Seunji Mun, caught the eye of visitors with its display that emphasizes sustainability as a core value of Bespoke Life. This zone was made to look like a green space, and was decorated with not only Bespoke products but also with original, eye-catching designs from Seungji Mun.

The special flooring and variety of sculptures that filled the space were made using disposed fishing nets and other recycled materials, conveying Samsung’s dedication to protecting the environment and its ongoing eco-conscious efforts. “Unlike other, more ordinary booths, it was interesting to encounter this fresh space feeling, almost like we were in a forest,” noted one visitor to the exhibition. “We definitely felt Samsung’s sincerity in their eco-conscious efforts as displayed through the arrangement of Bespoke products on show.”

Hyperconnected Experiences With Energy Efficiency and AI at Their Core

Moving on from the “We Breathe” zone, the next stop for visitors to Samsung’s booth was an open space dedicated to showcasing the company’s efforts into developing innovative eco-concious and artificial intelligence (AI)-based technologies.

On one wall sat an infographic designed to showcase how Samsung has implemented eco-consicous technologies into the entire product lifecycle, from resourcing and production through to transporation and usage. Visitors could also learn more about SmartThings Energy’s AI Saving Mode and the energy savings it is able to bring about through each of Samsung’s home appliances, further showcasing the company’s efforts towards sustainable living.

Furthermore, new Bespoke appliances featuring enhanced AI technologies drew particular attention from those visitors interested in user convenience. Numerous innovative Bespoke products, including the Bespoke Refrigerator Family Hub+ with a 32-inch large screen, the Bespoke Infinite Line wine refrigerator, equipped with an Auto Open Door function that opens with just a light touch, and the Bespoke Jet and its All-in-one Clean Station, able to help with cleaning from start to finish, caught the eye of many patrons.

In this zone, a space was set up for visitors to experience the connectivity of SmartThings through the Map View function, which is supported on Samsung’s TVs and monitor screens. Through SmartThings, users are able to easily manage the status and power usage of all home appliances connected throughout the house. Visitors to this space were able to learn all about the hyperconnectivity and convenience offered by this service that manages all home appliances from a single platform via SmartThings.

“Framed”: Creating Unique Spaces Through Personalized Appliances

The Samsung booth’s “Framed” zone, a collaborative exhibition developed with designer Hosuk Jang, was designed as a space that is imbued with the core philosophy of the Bespoke offering and also to provide a different atmosphere to visitors compared to the zone that came before it. By capturing the Bespoke philosophy of personalized home appliances that cater to personal tastes and taking the appearance of a lounge bar reminiscent of a luxurious European social club, the “Framed” zone conveyed an elegant atmosphere to visitors and served as a photo zone for many.

This exhibit featured Bespoke products placed in spaces within framed walls, giving them the appearance of blending in with the surroundings seamlessly. Bespoke products including the Bespoke AI Grande, Bespoke Jet AI and the Bespoke Cube Air were placed in these ‘framed’ spaces to harmonize with the space, showcasing the true essence of Bespoke’s personalized home appliances and garnering praise from visitors.

In addition, drawings of bottles, vases and flowers drawn personally by designer Hosuk Jang himself were displayed on the other side of the exhibition, conveying the importance of personal lifestyle choices that both Samsung and the designer hold in high regard.

Where Creativity Meets Technology: Samsung’s Limited-Edition TOILETPAPER Collaboration

Last but certainly not least, the final zone of Samsung’s Fuorisalone exhibition served as a space to showcase the company’s unique collaboration with renowned Italian creative studio TOILETPAPER, the first of its kind between a Korean home appliance brand and TOILETPAPER.

Founded by Italian artist Maurizio Cattelan and photographer Pierpaolo Ferrari, TOILETPAPER is a creative studio that started life as an art magazine, and is famous around the world for its unique and surreal designs. Samsung is the first Korean home appliance brand to collaborate with TOILETPAPER, and worked with the studio to produce a limited-edition Bespoke refrigerator at Fuorisalone 2023 with panels featuring iconic TOILETPAPER designs such as Dessert Lady, Lipsticks, Magic Mirror and Roses with Eyes.

“I was initially surprised by the collaboration between TOILETPAPER and the Bespoke refrigerator lineup,” noted a visitor to the exhibition. “However, I found the colorful designs very inspiring and they motivated me to purchase home appliances that match my own tastes in the future.” These limited-edition Bespoke refrigerators in collaboration with TOILETPAPER will be made available in markets around the world sequentially.

A separate Bespoke Selfie zone also drew in crowds as it allowed visitors to experience MyBespoke, wherein visitors could take selfies of themselves and send them directly to their Bespoke refrigerator.

Stay tuned to Samsung Newsroom for all the latest on Samsung’s Bespoke lineup.

This year’s booth centers on Samsung’s sustainability efforts while also spotlighting several new and exciting design collaborations. The booth includes dynamic exhibits from celebrated lifestyle designers Seungji Mun, known for his eco-conscious, minimalist designs, and Hosuk Jang, known for his space and interior work, and demonstrates how Samsung enhances sustainability throughout the entire product lifecycle and improves consumers’ lifestyles through hyperconnectivity. The exhibition also highlights a new, limited-edition Bespoke panel collaboration with the Milan-based creative studio, TOILETPAPER.

“The Bespoke Life that we are showcasing at Fuorisalone 2023 is the next evolution of the Bespoke vision that extends seamless personalization to the entire home,” said Ik Soo Choi, Executive Vice President and Head of Sales and Marketing Team of Digital Appliances Business at Samsung Electronics. “Living the Bespoke Life allows you to design a home that not only caters to your unique needs but your values as well, empowering you to enjoy a more personalized, connected and sustainable lifestyle.”

From Production to Recycling, Sustainability for a Better Planet

Samsung’s vision for a sustainable future, one that incorporates sustainability further into everyday life, is clear to visitors throughout the entire “Bespoke Home, Bespoke Life” experience.

The first exhibit, Seungji Mun’s “We Breathe,” places appliances including the Bespoke AI Washer and Dryer and Bespoke BMF¹ Refrigerator into a space composed mainly of recycled materials such as discarded plastic² and fishing nets. The exhibit portrays the appliances as “sleeping” while conserving power to showcase SmartThings’ energy-saving technology.

The “Everyday Sustainability” exhibit focuses on Samsung’s efforts to support sustainability throughout the entire product lifecycle. From manufacturing and distribution to usage and disposal, Samsung continues to drive eco-conscious efforts further across every facet of its operations. This includes reducing resource use and carbon emissions³ during the sourcing stage, developing eco-conscious packaging for distribution, implementing intelligent energy-saving technologies for the usage stage and making it easier for users to recycle their products once they reach the end of their lifecycle.

A Better, Smarter Lifestyle Through Connectivity

In addition to highlighting innovations that cater to consumers’ desire for greater sustainability, Samsung’s booth is also spotlighting SmartThings’ ability to transform the way consumers interact with their appliances — by fostering seamless experiences and bringing calm to their interconnected world.

The “Connected Experience” exhibit features the types of seamless and intuitive experiences that become possible by combining Bespoke appliances’ hyperconnectivity with SmartThings’ automation. The interactive exhibit demonstrates how Samsung’s updated lineup of SmartThings services — including SmartThings Cooking, Clothing Care, Energy, Air Care, Pet Care and Home Care — streamlines users’ routines by making everyday tasks more convenient.

In particular, it outlines how SmartThings’ energy-saving solutions help users manage their energy usage and reduce their carbon footprint and energy bills. This includes providing up to 15% more savings for compatible refrigerators, up to 20% for compatible air conditioners and up to 70% for compatible washers for courses operating in AI Energy Mode with Ecobubble.⁴

Taking this a step further, SmartThings Energy manages energy production and saving of an entire house, enabling the true vision of a “Net Zero Home.” To this end, Samsung is expanding partnerships with European energy companies, such as “SMA Solar Technology” and “Passiv UK.”

Experience Ultimate Personalization Through Bespoke Design

The collaborations that Samsung showcased at Fuorisalone 2023 redefine the boundaries of Bespoke design. These partnerships and design enhancements reaffirm Samsung’s commitment to offering consumers the ultimate in personalization.

Hosuk Jang’s “Framed” is an eye-catching exhibit that cleverly blends Bespoke’s design ethos with that of a European social club by incorporating art frames into Bespoke refrigerator panels. The result is an exhibit that encourages visitors to visualize how they would express their individuality and personalize their interior with Bespoke products.

The booth’s “Bespoke Gallery” invites visitors to experience personalizing their refrigerator with MyBespoke⁵ and showcases refrigerator panels designed in collaboration with the creative studio and magazine brand, TOILETPAPER. The limited-edition panels include a total of four unique designs: “Dessert Lady,” “Lipsticks,” “Magic Mirror” and “Roses with Eyes.”

Samsung’s booth is featured at Art Point Superstudio Più, located at Via Tortona 27, Milan 20144. More information on the exhibition can be found by visiting the Fuorisalone 2023 website.

¹ Bottom Mount Freezer
² Samsung products utilized approximately 41,000 tons of recycled plastic in 2022.
³ As of 2021, Samsung’s carbon-cutting efforts had resulted in a reduction of 6.41 million tons of carbon emissions.
⁴ Based on internal testing. Results may vary depending on the user’s actual environment and usage patterns.
⁵ MyBespoke is a customization service that allows customers to create a one-of-a-kind fridge to suit their style using their favorite photos, original designs or artwork.

Samsung Electronics today revealed the company’s collaborative design work with TOILETPAPER, the creative studio founded by artist Maurizio Cattelan and photographer Pierpaolo Ferrari. Unveiled at Fuorisalone during the 2023 Milan Design Week, the collaboration brings TOILETPAPER’s unique and disruptive art style to limited-edition Samsung Bespoke refrigerator panels.

Central to the Samsung Bespoke philosophy is the aim to push the boundaries of white appliance designs to introduce new modes of personal self-expression through customization. In many ways, TOILETPAPER and Samsung have a similar creative vision, which encourages self-expression and embraces experimental design concepts. For Bespoke design, this comes in the form of personalization and customization, while TOILETPAPER specializes in unconventional, avant-garde art styles that make bold statements about life.

“At Samsung, we are always exploring evolutions in our design language to ensure our users have fresh, new ways to express themselves through our products,” said Ik Soo Choi, Executive Vice President and Head of Sales and Marketing Team of Digital Appliances Business at Samsung Electronics. “We are excited to introduce our latest custom designs to Bespoke products, infusing our home appliances with TOILETPAPER’s colorful, tongue-in-cheek aesthetic.”

“Working with Samsung on the new limited-edition Bespoke TOILETPAPER designs was an amazing opportunity for us to challenge ourselves with in new mediums,” said Maurizio Cattelan, co-founder of TOILETPAPER. “Through our combined efforts, we were able to reimagine where images are displayed and allow people to see the extraordinary in even ordinary things.”

The four new Bespoke panel designs that Samsung is introducing in collaboration with TOILETPAPER are titled “Dessert Lady”, “Lipsticks”, “Magic Mirror” and “Roses with Eyes.” The “Lipsticks” and “Roses with Eyes” designs will be available for Bespoke Bottom Mounted Freezer (BMF) models while the “Magic Mirror” and “Dessert Lady” designs will be available for 1-Door and 4-Door refrigerator models. These limited-edition TOILETPAPER refrigerator panel designs will be available for purchase for global markets starting in the first half of the year.

At Fuorisalone 2023, these four Bespoke refrigerator panel designs will be on display for visitors to experience up close at the Samsung booth at Art Point Superstudio Più Via Tortona, Milano, from 11 a.m. to 9 p.m. April 18 – 22 and from 11 a.m. to 6 p.m. on April 23.

The new designs are on display for Milan Design Week at TOILETPAPER Home, located at Via Giuseppe Balzaretti, 4, and at TOILETPAPER Apartment, located next door. From April 18 – 23 from 11 a.m. to 7 p.m., visitors will be able to explore the latest Samsung products and the collaborative design pieces with TOILETPAPER through pop-up displays at TOILETPAPER Home. Guests staying at TOILETPAPER Apartment, a newly opened hospitality facility, will also be able to see one of the new Bespoke refrigerator panel designs which will remain even after Fuorisalone has concluded.

Samsung will showcase Bespoke Home’s vision of sustainability, connectivity and design at the event, with exhibitions from renowned lifestyle designers Seungji Mun and Hosuk Jang, as well as limited edition refrigerator panels designed by the creative studio TOILETPAPER.

Join us at Art Point Superstudio, Milan to get the full “Bespoke Home, Bespoke Life” experience, open to the public from April 18th to the 23rd, with an exclusive media preview on April 17th.