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 younger generations, including Millennials and Generation Z (or ‘Gen Z’), are all about expressing their own unique personalities through the decoration of their diaries, their personal computing devices, their rooms – and even their phones. Since customization has become the norm these days, it is only natural that the Galaxy Z Flip3 5G has become the perfect vehicle for these generations, as the phone boasts a trendy design and allows users to differentiate their device through various methods of customization.

This October, Samsung Electronics provided even more ways for users to personalize their device with the unveiling of the Galaxy Z Flip3 Bespoke Edition, which allows users to express their own taste through combining different design elements. Users can also take this one step further with the new Galaxy Watch4 Maison Kitsuné Edition and Galaxy Buds2 Maison Kitsuné Edition, which have been created in collaboration with the trendy fashion brand Kitsuné.

The multifaceted ways one can decorate their Galaxy Z Flip3 5G have been growing in popularity due to their unique nature and direct relation to the user’s taste. However, if you’re a beginner in the phone decoration game, Samsung Newsroom is here to introduce four top tips for decorating your Galaxy Z Flip3 5G.

1. Make Your Phone a Fashion Statement With Colors That Pop Out

Thanks to its visually appealing design and varied color swatches, Galaxy Z Flip3 5G is a fashion item and accessory within its own right. Just as a pop of color can totally transform your OOTD, the Galaxy Z Flip3 5G can also serve as a unique highlight item thanks to the exciting range of shades it is available in, as well as the range of colorful accessories available that allow you to match your mood or style of the day, whatever the season. You can even choose from a range of Galaxy Watch straps and Buds cases to take your accessory matching to the next level.

2. Showcase Your Style – As Well as Your Support – With Stickers

Decorating using stickers has always been a common way for users to customize their diaries or other personal items, such as laptops. Following the release of Galaxy Z Flip3 5G, more users than ever before have been using stickers to decorate their phones, as Galaxy Z Flip3 5G comes in a range of colors¹ – including the chic Phantom Black shade, the warm Cream shade and the lovely Lavender shade – that allows it to serve as a canvas with which users can express their own individuality. Why not pick up some cute stickers to decorate your phone case and make it truly and uniquely your own?

Furthermore, in celebration of International Red Panda (Lesser Panda) Day this September 18^th, Samsung worked with Da-seul Jeong (Aeso), the creator of the character Ompangi, to create lesser panda stickers for phone decoration. This collaboration was undertaken to raise awareness of the protection of endangered animals, a category that unfortunately lesser pandas are part of. Through using such cute yet important stickers as these, users can customize their phones not only to show their style, but also to actively show their support for all kinds of causes.

3. Make Your Phone Truly Your Own, From the Inside Out

Previously, a user has been able to show off their personal style by using their phone’s home screen. But with Galaxy Z Flip3 5G, you can take this one step further and apply your unique personality to your phone case, as well, thanks to the wide range of accessories launched by Samsung through collaboration with a variety of movies, cartoons, sports teams and even food brands.

By checking out the ‘Featured Items’ page for accessories on the Samsung Members app, you can take a look at all kinds of accessories that are available thanks to these diverse collaborations; Knotted Donuts, Disney, Jill Stuart, Dragon Ball and more are among the brands Samsung has collaborated with so far.² From the wide range of collaboration accessories available, including smartphone ring grips, strap cases and clear case palettes, Samsung has created products that not only provide unique ways for users to express their style, but also ways for users to enjoy their phone with utmost convenience. These brand collaboration items are available for your Galaxy Watch, too, so that even when you aren’t holding up your smartphone, you are still able to showcase your true self whenever you want.

What’s more, the wider Cover Screen that comes with the Galaxy Z Flip3 5G provides even more screen real estate with which you can demonstrate your mood or interests – you can even decorate your screen with up to 15 images of your favorite animals, celebrities, characters or even your family members. While originally, the image shown on the Cover Screen would change automatically every time the screen was turned on, the recent One UI 4 update now lets you fix which images show up when according to your own preferences. Furthermore, a new color palette has been provided that lets you change your Home Screen, wallpaper and icons to suit your tastes, providing even more ways for you to express your own individuality.

4. Build Personality and Self-Expression Into the Very Design of Your Smartphone

If you are the type of person that enjoys a more minimal approach to decoration and prefers to leave the look of the phone the way it was when you first received it, then this custom-design approach might be perfect for you. Just because you enjoy a simple style doesn’t mean that your smartphone has to look like everyone else’s – and so with the Galaxy Z Flip3 Bespoke Edition unveiled this October, you can express your own tastes through the phone’s design itself. The Bespoke Edition offers two frame colors, black and silver, as well as five panel colors, blue, yellow, pink, white and black, which come together to provide a total of 49 design combinations.

Furthermore, just as some might switch up their style by changing their phone case, you can even switch the colors of the front and rear panels of your phone as you please thanks to the Bespoke Upgrade Care service, and the Galaxy Watch4 Maison Kitsuné Edition and Galaxy Buds2 Maison Kitsuné Edition provide even more subtle nods to decoration thanks to their witty yet simple design.

If you are not sure which colors make the perfect match for you, you can try out various combinations in person at your local Samsung Experience Store, or try out the combinations virtually in 3D at Samsung.com.

¹ Color swatches available for Galaxy Z Flip3 5G may vary by region or mobile operator.
²The availability of the collaboration accessories may vary by region or mobile operator.

Now, check out an unboxing video that shows how the brand’s aesthetic is realized on the wearable devices. The video even shows how you can take the attractive Maison Kitsuné theme beyond your wearables and apply it to your smartphone as well.

Take a look at the unboxing video below.

If you didn’t manage to catch the livestreamed event in its entirety, you can catch up on all the latest announcements by taking a look at the replay video below, and be sure to stay tuned to Samsung Newsroom for the full event coverage and more information about these latest devices.

Samsung Electronics today announced the Galaxy Z Flip3 Bespoke Edition, giving consumers a new way to customize their mobile device. By bringing the Bespoke experience to mobile for the first time, Samsung is empowering users to express themselves and to create a device that’s truly their own.

Stephen Hawke of Product Strategy at Samsung Electronics America presenting during Unpacked Part 2

“Today’s customers are multi-faceted, and we believe their technology should reflect their unique lifestyles,” said Stephanie Choi, SVP & Head of Marketing of the Mobile Communications Business at Samsung Electronics. “Galaxy Z Flip3 Bespoke Edition opens new experiences for customers to reflect who they are, through the technology they use the most.”

The Galaxy Z Flip3 empowers users to express themselves with a compact, iconic design and premium features. Since its launch, Galaxy Z Flip3 users have been drawn to the device’s unique customization abilities including its flexible form factor, a creative array of accessories and the ability to optimize their mobile experience with One UI. Responding to this demand, Samsung is expanding with new customizable color combinations and special UX for users to further personalize their device with the Bespoke Edition, providing options not available anywhere else on the market.

Yoonie Park of Global Brand Marketing at Samsung Electronics presenting during Unpacked Part 2

To identify color options, Samsung researched current and future color trends and analyzed sociocultural trends to anticipate changes in customers’ preferences and needs. Samsung also tested thousands of color options and identified hues and that would perfectly complement each other — no matter the combination. The result is a palette of 49 possible color combinations for Galaxy Z Flip3 Bespoke Edition. Customers can mix and match to create their own unique combination by choosing phone frame options of Black or Silver, and front and back colors of Blue, Yellow, Pink, White or Black.

And because users’ style and taste continue to evolve, Samsung is also offering Bespoke Upgrade Care¹ exclusively for Galaxy Z Flip3 Bespoke Edition users so they can change their device color whenever they want to. Galaxy Z Flip3 Bespoke Edition owners can register to replace their device panel with new colors at Samsung.com,² ensuring their device keeps pace with their evolving style.

Customers can also customize Galaxy Watch4 series at the Galaxy Watch4 Bespoke Studio, by mixing and matching from a variety of Galaxy Watch4 series colors, sizes and strap styles. Galaxy Watch4 series users will also get even more opportunities for personalization through the latest software update,³ which features a host of new customizable watch face styles, a more tailored fall detection feature that enables users to adjust sensitivity and a new “knock, knock” wrist motion that activates favorite or most-used apps and features.

Availability

Customers can design and check out their Galaxy Z Flip3 and Watch4 Bespoke Edition at Bespoke Studio exclusively on Samsung.com. Bespoke Studio offers a fun and engaging experience with 360° previews of combinations and ways to download an image of the selections for easily shareable social content. Once the order is placed, devices are tailor-made and arrive in special edition packaging with a Bespoke Edition wallpaper and Cover Screen that matches the device’s colors for a fully coordinated look. Galaxy Z Flip3 Bespoke Edition also comes with a year of Samsung Care+⁴ protection — users’ phones will be covered from accidental damage, including screen replacement, water damage and back cover replacement. The Galaxy Z Flip3 Bespoke Edition and Galaxy Watch4 Bespoke Edition will be available in Korea, US, UK, Germany, France, Canada and Australia starting October 20th.

About Galaxy Z Flip3 5G

For those who want style that comes with function, the Galaxy Z Flip3 is the ideal device with its stylish, sleek, compact and iconic design, enhanced camera features and a larger Cover Screen⁵ built for quick use on the go. Unfold and snap a stunning selfie with Z Flip3’s studio-quality camera features with Flex mode, then add to your social feed, which scrolls smoother than ever with a 120Hz adaptive refresh rate.

* All specifications and descriptions provided herein may be different from the actual specifications and descriptions of the product. Samsung reserves the right to make changes to this page and the contents herein, including without limitation, functionality, features, specifications, GUI, images, videos, benefits, design, pricing, components, performance, availability, capabilities, and any other product information, without notice.

¹ The Bespoke Upgrade Care service is available to Galaxy Z Flip3 Bespoke Edition only. Users can get their panel replaced with additional service fee. Frames are not swappable. The service fee may vary by country.
² The service process may vary by country.
³ Availability may vary by market or operator. The update will initially be available on Bluetooth versions of the Galaxy Watch4 series and will roll out to LTE versions shortly thereafter. Requires the latest version of the Galaxy Wearable app and Galaxy Watch4 plugin.
⁴ Samsung Care+ requires a free registration within 30 days from the phone’s purchase date at Samsung Members or free.samsungcareplus.com. Protection coverage, service, redemption and availability may vary by market. Full information on Samsung Care+ is available at www.samsung.com/samsung-care-plus/.
⁵ Compared to Galaxy Z Flip 5G.

The partnership brings Maison Kitsuné’s playfulness into the Samsung Galaxy, with the iconic Maison Kitsuné Fox logo coming to life in playful and creative ways on the Galaxy Watch4 and Galaxy Buds2. Maison Kitsuné’s signature aesthetic is infused into every aspect of the Galaxy special edition wearables, from the watch straps and watch faces to the earbuds and their case. A refined new hue, Moonrock Beige, was also created specifically for the collaboration. It channels the overarching Galaxy theme while striking the perfect balance between trendy and chic.

“We are ecstatic to be bringing our distinct style and iconic Fox logo to Samsung Galaxy wearable designs,” said Maison Kitsuné co-founder Gildas Loaëc. “We loved the idea of the Maison Kitsuné Fox traversing the galaxy and we had a lot of fun coming up with the new Moonrock Beige color and other subtle motifs and design elements that illustrate the Fox’s journey through time and space.”

Timely Fashion and Smart: Galaxy Watch4 Maison Kitsuné Edition

The Galaxy Watch4 Maison Kitsuné Edition has Moonrock Beige straps punctuated with a charming Fox-shaped hole and delicate engravings for an eye-catching look. It also includes an additional custom Stardust Gray strap featuring the Maison Kitsuné lettering, so users can alternate looks and switch up their style. The Galaxy Watch4 Maison Kitsuné Edition also comes with Galaxy Watch4’s holistic suite of robust wellness features and One UI Watch, Samsung’s most intuitive user interface yet.

When Style and Sound Collide: Galaxy Buds2 Maison Kitsuné Edition

The Galaxy Buds2 Maison Kitsuné Edition also come in Moonrock Beige and are housed in a sleek Stardust Gray leather case emblazoned with a reimagined Maison Kitsuné Fox Head logo. The right earbud features the Fox’s head, while the left earbud showcases its tail, meant to represent an uninterrupted journey through the Samsung Galaxy. Users can revel in rich, premium sound quality and fully immerse themselves in crisp and clear audio experiences, thanks to dynamic two-way speakers, enhanced Active Noise Cancellation and the comfortable fit of the Samsung Galaxy Buds2.

To take the design collaboration beyond products and craft a broader and richer overall experience, a playlist curated by the brand’s music label Kitsuné Musique was also created especially for the partnership. On top of that, users can also install an exclusive Maison Kitsuné phone theme by tagging an NFC card that comes in the box of the Galaxy Watch4 Maison Kitsuné Edition or Galaxy Buds2 Maison Kitsuné Edition case.

“The Galaxy Watch4 and Galaxy Buds2 Maison Kitsuné Edition are an exciting fusion of Samsung Galaxy’s latest wearable technology and Maison Kitsuné’s multi-faceted Art de Vivre,” said Stephanie Choi, Senior Vice President and Head of Global Marketing for Samsung Mobile. “We’re melding tech with fashion and music to let consumers enjoy better living and wellness in a playful way.”

The Galaxy Watch4 Maison Kitsuné Edition and Galaxy Buds2 Maison Kitsuné Edition can be ordered starting Oct. 20, with a limited number of products available in select markets. For more information, visit Samsung Global Newsroom, SamsungMobilePress.com, News.Samsung.com/Galaxy or Samsung.com.

About Maison Kitsuné
Created in 2002 by Gildas Loaëc and Masaya Kuroki, Kitsuné offers a unique, inspirational Art de Vivre blending a fashion brand (Maison Kitsuné), music label (Kitsuné Musique) and cafés, roasteries, bars and restaurants (Café Kitsuné). Over the last nineteen years, the multi-faceted Paris-meets-Tokyo brand has consistently grown and increased its international influence organically, building a loyal fan base all over the world.

With a choice of five colors for the front and back of the device — including blue, yellow, pink, white and black — and the option of a black or silver frame, users can choose from 49 unique combinations when designing their Galaxy Z Flip3 Bespoke Edition.

To place your order, visit the Galaxy Z Flip3 Bespoke Studio on Samsung.com. Once ordered, your tailor-made Galaxy Z Flip3 will be wrapped in special Bespoke Edition packaging and delivered to your door with a Bespoke Edition wallpaper and Cover Screen that matches your device’s colors.

Learn more about how you can blend your own unique style with your tech below.

Join Galaxy Unpacked Part 2 on October 20 to see how Samsung is opening up new experiences for self-expression through technology. The event will be streamed on Samsung’s YouTube channel beginning at 10 a.m. ET.

Stay tuned to Samsung Newsroom for regular updates ahead of the event as well as the latest device information and multimedia resources.