To discuss these changing industry trends and the future of consumer preferences, Samsung Newsroom sat down with Kang-il Chung, Vice President and Head of Future Planning Group at Samsung’s Visual Display Business. Read on to learn more about how Samsung’s continuous TV innovations keep up with rapidly changing consumer lifestyles.

Samsung Electronics’ booth was no exception to this. One of the newest innovations at Samsung’s booth was the company’s new microplastic reduction washing machine. The washing machine was developed in collaboration with Patagonia and the Ocean Wise Plastics Lab, in order to address microplastic shedding, one of the main causes of marine pollution.

To learn more about the development process, Samsung Newsroom sat down with the four experts who worked together to create the washing machine: Woong Choi, who worked on product planning, Josephine Park, who worked on marketing, Chiwoong Yoon, who worked on ESG strategy, and Wanhee Lee, who worked on the washing machine’s development and performance.

▲ (From the left) The experts who participated in the project to develop the microplastic reduction washing machine: Chiwoong Yoon, who worked on ESG Strategy, Josephine Park, who worked on marketing, Wanhee Lee, who worked on the washing machine’s development and performance, and Woong Choi, who worked on product planning

Global Cooperation With the Common Goal of Marine Environment Preservation

Early last year, executives from Samsung and Patagonia met to begin discussions on developing a solution to reduce microplastics that are shed from clothes when washed. Microplastics have a major impact on the environment, threatening not only the marine ecosystem but the health of the humans as well. It is estimated that the ocean floor alone is now home to over 14 million tons of microplastics,¹ with 35 percent of marine microplastics coming from laundering clothes made from synthetic fibers.² Scientists have also discovered that humans ingest the equivalent of one credit card of microplastics per week from the air we breathe and the water we drink.³

▲ Chiwoong Yoon, who worked on ESG strategy to develop the microplastic reduction washing machine

“Since Samsung’s Digital Appliances division was already conducting its own research to reduce microplastics, we were able to form a mutual understanding and agreed to work together quickly,” said Yoon, who acted as manager throughout the collaborative project. “The support from Patagonia heavily motivated us and gave us the confidence to accelerate the development of a practical solution and commercialize it.”

In order to accurately and objectively verify that microplastics were being reduced, the companies needed help from a research institute in the field. Patagonia introduced the nonprofit marine conservation research organization Ocean Wise Plastics Lab to Samsung. Samsung formed hypotheses based on various research materials provided by Patagonia and, with the help of Ocean Wise Plastics Lab, conducted actual tests to find the most effective laundering method for reducing microplastic shedding as well as the standard for measuring how effective the reduction was.

New washing machines are not the only ones to benefit as all connected washers will also gain access to this course by the end of the year through updates.

Reducing Microplastic Emissions by 54 Percent With Ecobubble Technology

A year after the development began, Samsung finally succeeded in developing a laundry cycle that is specifically designed to reduce microplastic shedding by up to 54 percent.⁴ The unique technology both effectively washes clothes and reduces the release of microplastics, all while maintaining the quality of your clothes.

▲ Wanhee Lee, who worked on the washing machine’s development and performance in the project

“Samsung’s proprietary Ecobubble was utilized to reduce the emission of microplastics,” said Lee. “Ecobubble enables laundry detergent to be dissolved and absorbed by the water quickly to effectively remove dirt and stains. So, it minimizes the abrasion of clothes, which is the main cause of microplastic shedding, and it protects the fabric as well.” He added, “Ecobubble effectively cleans clothes even when using cold water, which requires up to 70 percent⁵ less energy.”

Sincerity, Expertise and Hope as the Drivers for Success for the Future Generation

Aside from simply creating a new product for consumers, the collaborative development is a meaningful and proactive move to preserve the health of the marine environment and as such has garnered a lot of attention. Despite the project’s success, there were difficulties to overcome throughout the course of development.

“There was no standard for measuring the effectiveness of microplastics reduction from laundry in the first place,” said Lee when sharing the difficulties he faced during the initial development process. “We had to start by exploring and questioning the basics, such as how to collect microplastics from a vast amount of water from laundry, which ingredient would be most effective, how to execute each step of the plan, how to design the washing machine and more,” he explained.

“It was not easy for the employees of different companies with different corporate cultures to see the issue from the same perspective,” Yoon said. “But in the end, we were able to achieve a good result because all our expertise came together, including the clear direction of the project based on Patagonia’s support and Ocean Wise Plastics Lab’s technology to measure the reduction of microplastics,” he said.

A Courageous Attempt That Prioritizes the Impact on the Environment

▲ Woong Choi, who worked on product planning in the project

“I thought that washing machines had an indirect effect on the environment through the pollutants in the laundry wastewater or through electricity energy consumption,” said Choi who was in charge of product planning within the project. “But once I saw the actual figures of the effects, I was quite shocked. The fact that Samsung made a proactive move by cooperating with a global clothing brand and an environmental organization was such a courageous act, especially since it is not easy for anyone to address the issue of microplastics,” he added.

“When it comes to talking about the microplastic reduction washing machine, we have to start from the fact that microplastics are discharged in the course of laundry at all, which may not be a comfortable topic from a manufacturer’s perspective,” said Park who worked on communications and marketing for the project. “However, we prioritized the impact on the environment and developed a product that can contribute to the protection of the marine environment. I’m proud to have been involved in the entire process of this meaningful project.”

“From the marketer’s perspective, it is of course important to let consumers know how good this project is and how it is different from other projects. But at the same time, I hope consumers can also see our values, including our sincere concern for the environment and our courageous attempt as well,” she added.

Continuing Solution Development and Open Cooperation for a Healthy Environment

These days, consumers are becoming more interested in environmental products. When asked about their plans and goals going forward after working on this project, the interviewees expressed their desires to further the project’s impact.

“Furthermore, in October in the European market, we’re going to release the Bespoke AI washing machine, which uses 10 percent less electricity than the criteria needed for an A Grade rating under the new European energy labelling system. It will also be released in Korea as well afterward.”

▲ Josephine Park, who worked on marketing in the project

“When it comes to saving energy, each person plays a crucial role. Samsung’s washing machines will lead the way to help people easily practice sustainable, eco-conscious living,” Park said.

Finally, the interviewees offered some tips about how consumers can help to protect the environment while doing laundry.

“Rather than washing a small amount of clothes frequently, washing a large amount of clothes all at once and choosing a lower water temperature for clothes that are not too dirty can save both energy and the amount of water used,” Lee said.

“In many cases, people tend to use too much detergent when washing clothes,” Park said. “But it’s better to reduce the amount you use to an appropriate level. Samsung’s washing machines have an AI Wash mode that measures the weight of the load and the level of soiling to automatically use the right amount of detergent. I highly recommend users use this feature.”

Through IFA 2022, Samsung not only showcased its microplastic reduction washing machine but also emphasized its vision for sustainable living by showcasing environmental products and solutions. Samsung will continue to work to make the planet healthier by both reducing its environmental impact and helping users do the same through new partnerships and innovative products.

1 “Microplastic Pollution in Deep-Sea Sediments From the Great Australian Bight,” CSIRO (2020)

2 According to a paper cited in the 2017 report of the International Union for Conservation of Nature (UCNI), laundry (microfiber) accounts for 35% of the cause of marine microplastics.

3 “No Plastic in Nature: Assessing Plastic Ingestion from Nature to People,” World Wide Fund For Nature (2019)

4 Tested with 2kg load of 100% polyester hoodies, comparing Synthetics cycle on Samsung Conventional model WW4000T and the Less Microfiber cycle on WW7000B. The results may be different depending on the clothes and environment. Tested by the Ocean Wise Plastics Lab.

5 Based on internal testing on the WW11BBA049AB model in normal usage conditions. Results: Annual power consumption without AI Energy Mode = 88.7KWh. Annual power consumption with AI Energy Mode = 31.5KWh. Results may vary depending on the actual usage conditions.

IFA 2022’s Samsung Town brought excited visitors together to experience Samsung Electronics’ latest products.

At the event, you can find the European Bespoke Home series, Bespoke Infinite lineup, premium high-definition screens including the Micro LED and Odyssey Ark and an upgraded mobile lineup including the Galaxy Z Flip4, Z Fold4, Watch5 and more. Let’s explore the Samsung Town exhibition space at IFA 2022, filled with Samsung’s newest products, interactive exhibits and more through the photos below.

▲ Samsung showcased the Bespoke Home lineup at its Samsung Town exhibit at IFA 2022.

▲ The Bespoke Home lineup helps consumers personalize their kitchen’s interior design by allowing them to select the color and materials based on their preferences. At this year’s IFA, you can find the Bespoke Kitchen Package that displays induction cooking, a dishwasher, oven and more, on top of the Bespoke Home series that features a new washer and dryer.

▲ The Bespoke Jet features a Digital Inverter Motor, providing strong durability and suction power.

▲ Experience the high-quality 990 PRO SSD, optimal for gaming and other intensive graphics work. The 990 PRO offers enhanced functionality for gaming, 4K and 8K high resolution videos, 3D rendering, data analysis and more for situations that require super-high data processing work, all thanks to improved speed and high power efficiency.

▲ An overview of Samsung’s visual display exhibition. Visitors were captivated by the Odyssey Ark gaming screen, Neo QLED 8K, Micro LED at the booth.

▲ Visitors tried out the many functions of The Freestyle, a portable screen. The Freestyle, able to freely rotate 180 degrees, can create an ideal screen size with the Easy Set Up function. Simply place the device anywhere and the Freestyle adjusts the focus and keystone automatically.

▲ The Frame, a lifestyle TV, showcases top-tier, 4K ultra high resolution screen quality,¹ powered by Quantum Dot technology. The Frame is equipped with Matte Display, which enhances viewing experiences with reduced reflections, offering realistic picture quality regardless of the lighting conditions.

▲ Odyssey Ark, a new gaming screen, offers an immersive experience, captivating visitors’ attention.

▲ Samsung’s Neo QLED 8K provides the best resolution and most vivid picture quality in the industry, but also offers optimized gaming functions for users.

▲ The booth also featured Samsung’s full lineup of mobile devices and wearables. Visitors could experience and try out the new mobile products unveiled at Galaxy Unpacked in August such as the Galaxy Z Flip4, Z Fold4, Watch5, Watch5 Pro, Buds 2 and more.

¹ 32-inch model offers FHD screen quality.

At its SmartThings Home booth, Samsung Electronics showcased its vision for the future of home living. The booth featured a setup of seven real home spaces, such as a bedroom, living room and kitchen, allowing visitors to experience and learn about the capabilities of SmartThings.

SmartThings presents a fully integrated home experience by connecting not only Samsung products and services but also third-party devices such as lighting and window blinds to cater to your own lifestyle. SmartThings also helps consumers live a more sustainable life by suggesting ways users can save energy around the home by analyzing energy usage patterns and more.

▲ When Good Morning Mode is activated, the curtains open and the lights turn on automatically. The air conditioner switches to auto mode and The Frame TV automatically turns on, displaying a photograph to ease you into the morning.

▲ Visitors can experience the Movie Mode in the Living Room exhibition space. Once Movie Mode is activated, the TV turns on automatically, the curtains close and the lights darken simultaneously. The air conditioner and the air purifier switch to WindFree mode to help focus on the movie. With a single, simple step, the living room turns into a theatre right before your eyes.

▲ Experience your own home office created with SmartThings. After activating Work From Home mode on the Smart Monitor, the light brightens and the air conditioner and air purifier switch to WindFree mode.

▲ In Home Gym area, the air conditioner and air purifier automatically turn on once Workout Mode is activated, freshening up the space. You can compare your form with the workout videos of your choice using the Multi-View function on the TV. By checking your form in real-time, your workout can be more effective. Once you complete your daily workout, you can check your workout results using Galaxy Watch.

▲ When you put beef in the Family Hub Refrigerator and save it under the Food List, the SmartThings Cooking recommends personalized recipes and meal plans based on users’ tastes, dietary needs and groceries on hand. The recommended recipe for tonight is steak. Press the Send to Oven button, place the meat inside the Smart Oven and your meal prep for dinner is done.

▲ When Game Mode is activated, the illuminance lowers and colorful lights fill the room. The air purifier switches to Soundless mode to help make gamers feel as if they’re actually in the game.

As we begin this online tour of Samsung Town, we would like to first introduce you to the Everyday Sustainability Zone, a vision for a greener future by incorporating sustainability into everyday life. In the zone, Samsung Electronics showcases its diverse efforts to increase sustainability at all stages of the product lifecycle, from manufacturing and distribution to usage and disposal.

At the three SmartThings Home exhibit spaces including Kitchen & Laundry, Bedroom and Outdoors, the visitors, using SmartThings AI Energy mode, can experience Net Zero Home, a space where it produces, stores, manages and consume the energy at home without creating energy surplus or shortage.

Let’s find out more about how everyday sustainability was showcased at IFA 2022 through the photos below.

▲ Entrance of Everyday Sustainability Zone

▲ Every Sustainability Zone shows various efforts Samsung made to increase sustainability by categorizing devices in their lifecycle process — manufacturing, distribution, usage and disposal — and Samsung’s 10 initiatives such as Galaxy upcycling, eco-conscious packaging, Solar cell remote control and more.

▲ Samsung and Patagonia, a global outdoors brand, have collaborated to create a new Bespoke washing machine that effectively reduces the impact of microplastics.

▲ In partnership with the United Nations Development Programme (UNDP) to reach Samsung Global Goals by 2030, Samsung developed various initiatives including the development of Samsung’s Global Goals app, launching of Generation17 and more.

▲ Samsung’s SmartThings Home exhibit let visitors experience integrating home appliances and devices for greener day-to-day lives.

▲ The visitors are introduced to the Net Zero Home area which helps produce, store and consume energy at home. The visitors are trying out the installed solar panels, household battery and EHS outdoor AC unit via AR within Net Zero Home.

▲ When turning on the Automatic Blind air conditioning, the curtains shut automatically to block out radiant heat. The AI Energy Saving Mode within your app to reduce the air conditioner’s energy usage by 20% (RAC). The Energy Usage While Away Alert feature within SmartThings app alerts you that the air conditioner is still on if you’ve left home. With the notification, you can easily turn it off using the app while away from home.

▲ AI mode is on at night where the solar panels are unable to produce electricity to save energy usage across all your home appliances. In eight hours, you can reduce the energy used by a refrigerator by 30%, energy used by a washing machine by 70%, energy used by a dryer by 20%, energy used by the dishwasher by 15% and energy used by an EHS by 40%.

▲ At the SmartThings Playground’s Save your Energy section, the visitors can experience easier laundry experience, thanks to SmartThings. Once the laundry is done, you receive notifications on your phone with SmartThings app, and check how much energy has been saved.

The new 34-inch Odyssey OLED G8 is built to an ultra-slim thickness of 3.9mm at its thinnest part — the slimmest in its product category — and finished with a sleek, metal frame. The monitor requires no backlighting, while delivering true RGB and true black for maximum color accuracy and brightness — all without a color filter. The lighting is controlled in pixels which can be expressed in black with a near-infinite contrast ratio.

The ultra-wide, QHD resolution (3,440 x 1,440) gaming monitor has a 21:9 aspect ratio with 100% color volume and DCI-99.3% color gamut for incredible visuals regardless of the game being played. This is enhanced by a million-to-one static contrast ratio to bring out the most subtle details for enhanced immersion and 1800R curvature for the perfect playing view.

The Odyssey OLED G8 is packed with gaming features to give any player a competitive edge. First, the OLED monitor is VESA DisplayHDR 400 True Black Certified, ensuring content will appear vivid and life-like with accurate color and contrast reproduction. In addition to the rapid response time and refresh rate of the Odyssey OLED G8, which gives gamers lightning-quick response capabilities and real-world accuracy in a range of gaming environments, the monitor is further enhanced by AMD FreeSync Premium for smooth gameplay.

The Odyssey OLED G8 also enables users to experience the best of gaming, entertainment and lifestyle features all in one place. The display operates as a complete entertainment hub with the ability to stream content through Samsung’s Smart Hub, giving access to the latest shows on Amazon Prime, Netflix, YouTube and other leading OTT (over-the-top) service providers, even without a connection to a PC or mobile device. In addition, users can enjoy free live content without the need for downloads or sign-ups, made possible by Samsung TV Plus.

The integrated IoT hub allows the users to check all the IoT devices wirelessly connected to the monitor, while the SmartThings app allows users to monitor IoT devices throughout the house with ease. The app’s intuitive control panel can help monitor and adjust settings such as temperature and humidity.

Samsung Gaming Hub¹ — an all-in-one game streaming discovery platform — is built into the Odyssey OLED G8. Players can discover and play games from partners such as Xbox, NVIDIA GeForce NOW, Google Stadia, Utomik and Amazon Luna (U.S. Only), with instant access to top streaming services. This capability is powered by Samsung’s advanced game streaming technology for smooth visuals and responsive gameplay, all with no downloads or storage space requirements.

The Odyssey OLED G8 also gives users comfort as they play their favorite games. A Height Adjustable Stand (HAS), as well as Tilt functionality, provides ergonomic efficiency which means any gamer can find the perfect position regardless of what they are playing, whether it be a racing game or an open world fantasy adventure.

For further visual immersion, the display is equipped with the Odyssey portfolio’s well-known CoreSync & Core Lighting+ which has been upgraded for the Odyssey OLED G8. Found on the rear of the monitor, this advanced lighting technology matches the colors on-screen, bringing content to life with bright and vivid colors that create more memorable, immersive experiences. Moreover, the Odyssey OLED G8 is equipped with Micro HDMI (2.1), Mini DP (1.4) and USB-C ports for versatile connectivity, in addition to a 5W stereo speaker for crisp sound.

The Odyssey OLED G8 will be available globally from Q4 2022, with launch schedules varying by region.

​¹ Samsung Gaming Hub only available in select countries: Brazil, Canada, France, Germany, Italy, Korea, Spain, U.S. and U.K.

The common goal of HCA — an organization founded by large appliance manufacturers of heating, ventilation and air conditioning (HVAC), home appliances and TVs that include Arçelik A.Ş., The Electrolux Group, Haier, GE Appliances, Samsung Electronics, Trane Technologies and others — is to provide safe, secure and interoperable products that use innovatively connected features and services to ensure users enjoy a holistic experience of their home appliance ecosystems.

As one of the founding members of the HCA and a Board Chair of the Alliance, Samsung takes its leadership position within the project seriously. Yoon Ho Choi of Product Planning at IoT Biz Group, Samsung Electronics, is currently serving as the HCA President and Board Chair. Proud of its status as a founding HCA member, Samsung has endeavored since the beginning of the partnership to utilize SmartThings — its dynamic appliance and device integration system — in helping to achieve the Alliance’s ambitions for interconnectivity in the home.

“We are especially happy to see the speed of progress within the HCA. Within just nine months of launch, the HCA has been able to provide a live demo of the Cloud-to-Cloud interoperability of appliances, TVs and HVAC systems across member brands,” said Chanwoo Park, Executive Vice President and Head of IoT Biz Group at the Digital Appliances Business of Samsung Electronics. “This is a truly unique and momentous accomplishment that could only be accomplished through dedication and close collaboration between manufacturers that know and understand the connected home ecosystem.”

SmartThings: A Central Component of the HCA Mission for Samsung

SmartThings turns the home into an interconnected ecosystem. It is a system that continues to help Samsung technologies, third-party apps and devices from other HCA members work in harmony for a holistic experience of the home. During this year’s IFA, HCA will host a demonstration attended by HCA-participating companies from September 2^nd to 5^th, that will display how home appliances from multiple companies can be controlled with one system. These devices include Samsung Electronics’ Bespoke Cube Air Purifier, Bespoke Jet Bot AI+, Bespoke Refrigerator and Neo QLED, all of which are applied to SmartThings with HCA Standard.

With the SmartThings app, users can control more than 40 functions in 15 product categories from 13 brands including Samsung Electronics. Conversely, smart home apps from 13 brands can also control various Samsung products. For example, even if the oven, induction and hood in the kitchen are of different brands, it is possible to cook and control it with a single SmartThings app. The 15 product groups consist of air conditioners, air purifiers, Eco Heating System, dishwashers, dryers, freezers, hoods, inductions, ovens, refrigerators, robot vacuum cleaners, TVs, washing machines and more.

Considering the expandability of the existing SmartThings system, it is possible to build a convenient smart home environment by connecting an additional 300 brands of third-party devices, along with the products from the 13 HCA brands to SmartThings.

Updates That Keep the Legacy Devices Working

SmartThings and HCA plan to bring the new interoperable features to global markets within the first half of 2023. In addition, models equipped with Wi-Fi among existing home appliances of HCA member companies can be controlled with a single app, regardless of the brand, through a software update on the app. This is especially important considering the long lifecycles of these large appliances that are part of the home infrastructure. SmartThings updates are simple, easy to access and happen regularly to ensure the latest security and feature updates are accessible to global users.

An Alliance for a Better Future

With more than 235 million registered users globally across over 105 million connected devices, SmartThings continues to lead the smart home field. Samsung — along with its fellow HCA members — is helping to realize the vision to innovate and develop new consumer solutions in the IoT landscape by leveraging the power of the SmartThings platform. The company is committed to continuing to refine its own technologies while also ensuring interoperability is possible across the appliances and devices from other HCA members.

Consisting of the Bespoke AI laundry lineup, the Bespoke AI Oven and the Bespoke Infinite Line, the new lineup will enter the European market in coming months.

“Samsung Electronics is constantly pushing boundaries to create innovative products that help improve the lives of consumers by evolving and adapting to their needs,” said Hyesoon Yang, Executive Vice President and Head of Customer Experience of the Digital Appliances Business at Samsung Electronics. “With this new Bespoke lineup comes a variety of eco-conscious, smart and sublime design features that empower consumers to elevate their lifestyles.”

Sustainable Laundry Solutions With the Bespoke AI Washer and Dryer

Samsung announced the launch of a new Bespoke AI laundry lineup, equipped with groundbreaking eco-conscious technologies to reduce the release of microplastics from clothing, which was developed in partnership with activewear brand Patagonia. Available this month, the Bespoke AI Washer comes with a wash course that reduces microplastic emissions from clothing by 54%¹ by using filter technology to capture these damaging plastic particles. The pollution of microplastics in our oceans and waterways is one of our world’s most pressing issues, and Samsung is proud to play a part in solving this problem.

Beyond reducing microplastics, the Bespoke AI Washer is packed with even more eco-conscious features to empower users to experience everyday sustainability without sacrificing performance. As the number one energy-efficient washer in the market,² the Bespoke AI Washer is equipped with Samsung’s proprietary AI Ecobubble technology. Using cool water instead of warm water without adding extra cycle time helps users save up to 70%³ of energy use with AI Energy Mode of SmartThings Energy. It also ensures high standards of cleanliness and hygiene for clothing by allowing detergent to quickly penetrate fabrics and remove dirt — even in cold water.

In addition, the Bespoke AI Washer comes with AI Wash sensors that measure the weight of the load and the level of soiling to ensure that the optimal amount of water, detergent and energy are used, minimizing waste.

Moreover, SpaceMax technology enables the machine to utilize a larger drum without increasing its external dimensions, giving consumers a large 11-kilogram capacity (5.3 cubic feet capacity for U.S. front load washer models) for larger loads. The Bespoke AI Washer’s unique, flat front design and various color options ensure that the appliance can easily blend into any laundry room and make your laundry space suit your design tastes as you see fit.

An Intelligent Healthy Cooking Experience With Bespoke AI Oven

Launching in October in the European markets, the Bespoke AI Oven comes with intelligent features that make cooking a healthful experience — allowing users to prepare food that is both good for the taste buds and the body.

Cooking with steam has long been associated with healthy cooking, and the new Bespoke AI Oven comes with various steam cooking functions to prepare nutritious and delectable steamed dishes. Natural Steam allows users to obtain crispier, more delicate flavors with a moist inside and crisp outside, making it the ideal choice for many baking dishes. Meanwhile, the oven’s Full Steam⁴ feature helps users steam vegetables or fish with minimal effort and retain more of their natural flavor and nutrients. The Bespoke AI Oven also comes with Dual Cook Steam, combining the upper and lower zones with easy steam technology so users can save time and energy by cooking different dishes simultaneously on different settings. When you’re done with your meal prep, a built-in steam cleaning feature makes for a quick clean-up.

The Bespoke AI Oven also has intelligent features that further enhances the healthy culinary experience. AI Pro Cooking^{5, 6} uses image-oriented food recognition technology to optimize oven cook settings while monitoring food to prevent meals from being overcooked. In addition, users can make cooking more interactive by creating and sharing time-lapse videos with friends and family on social media.

This touch-open oven features a handle-less, flat door design, so it harmoniously matches your kitchen furniture. And with a touch of your fingertip on a button on the control panel, you can open the door⁷ gently and effortlessly. The oven is available in a variety of modern colors and finishes⁸ including Clean Navy, Clean White and Satin Beige. So you can upgrade the appearance of your home by mixing and matching Bespoke appliances.

Adding connectivity into the mix, the Bespoke AI Oven also links with SmartThings Cooking service to provide personalized recipes⁹ and intelligent meal plans by understanding users’ tastes, diets and inventory in their fridge. Also, SmartThings Cooking can sync with Samsung Health to track users’ calorie goals and usage to recommend recipes. Thanks to this new feature, which will be available in October this year, counting your calories and cooking healthier just got even easier.

The Dream Kitchen With the Beautifully Designed Bespoke Infinite Line

Samsung is proud to announce the launch of the Bespoke Infinite Line, a full premium suite of appliances with an initial focus on the kitchen. Continuing Bespoke’s design leadership, the Bespoke Infinite Line embodies the values of exceptional quality and high-end cooking experience, creating a timeless product that goes beyond that of simple taste. This latest evolution in Samsung’s appliance line will make its global debut, including in Europe and the U.S., starting with the launch of 1 Door refrigeration, which comes in a fridge, freezer and wine fridge,¹⁰ this year.

From an aesthetic perspective, the Bespoke Infinite Line possesses a timeless design that effortlessly complements its environment with vertical lines, exquisite materials and sophisticated finishings. The Infinite Design features a high gloss metallic finish in a Timeless Greige color with an elegant gold copper Iedge frame. The lineup is made from durable aluminum, making it scratch and dent resistant as well as easy to wipe clean.

The Bespoke Infinite Line not only exemplifies class in its appearance but also its functionality, elevating the kitchen experience with its top-of-the-line features. Inside the refrigerator doors, Black Metal Cooling inside retains the cold and helps restore any heat loss quickly, while Tunnel Lighting on the frame and shelves projects light in every direction so that you can see into every corner. It also comes with an Auto Open Door that automatically opens the door when you touch it,¹¹ making a sound to alert you as it opens. What’s more, with no handles sticking out and getting in your way, it has a stylishly seamless appearance.

Other features include an auto-fill pitcher that automatically fills with purified water when you place it inside the fridge. Using its built-in Infuser, you can add fruits or herbs to create deliciously flavored beverages.¹² Keeping ingredients and leftovers tasting fresh and free from contamination, the Flex Pantry setup preserves food by adjusting temperatures optimized to the type of food being stored.

For more information about how Samsung is furthering its global reach and pushing the boundaries of what’s possible at home with Bespoke, visit samsung.com/bespoke-home or Samsung.com.

¹ Tested with 2kg load of 100% polyester hoodies, comparing Synthetics cycle on Samsung Conventional model WW4000T and the Less Microfiber cycle on WW7000B. The results may be different depending on the clothes and environment. Tested by the Ocean Wise Plastics Lab.

² Based on the 70% energy saving rate with AI Energy Mode and cold wash with Ecobubble. (As of Aug 2022)

³ Tested in accordance with IEC 60456-2010 / 4kg Wash Load / Super Eco Wash cold (WF80F5E5U4W) vs. Cotton 40°C without Ecobubble (WF0702WKU). Individual results may vary.

⁴ Only available on certain models.

⁵ Only available on certain models.

⁶ A dish should be placed in the center of the oven to achieve the best recognition. The accuracy of the recognition may vary depending on the actual usage conditions, such as the type of ingredients, cleanliness of the cavity and the brightness of the room light. For more detailed information, please refer to the user guide enclosed with the package.

⁷ The door will not open when the button is touched if either Pyrolytic Cleaning or the Child Lock has been activated.

⁸ The available colors and finishes will differ by model.

⁹ Available in certain languages, including English, French, German, Italian and Spanish.

¹⁰ The dimensions of all RR9000 models are 595 x 1,855 x 688mm (W x H x D).

¹¹ The door automatically opens about 25mm. If you do not open the door further, it will close automatically after 2 seconds (automatic closing may not be possible in certain environments).

¹² To produce flavored water the Infuser should be filled with your preferred fruits or herbs before using it.

Behind the doors of Samsung Electronics’ headquarters lives an employee that came from a planet far, far away and unlike our own. Through a series of mysterious events, this whimsical creature became a top-secret engineer at Samsung, helping the company develop innovative technologies that both inspire creativity and empower users. This alien, known as G∙NUSMAS, is a new virtual avatar coming soon to Samsung.

Meet G∙NUSMAS: a small, blue alien with large, beady eyes and Samsung’s latest virtual creation. The idea for G∙NUSMAS came from a joke that people make whenever Samsung releases a new, unique product — that Samsung must have hired an alien being to design and develop its innovative technologies.

Samsung created G∙NUSMAS in order to connect with younger generations, specifically Millennial and Generation Z (MZ) consumers. “Borrowing an idea from Internet meme, which shows customers’ affectionate interest in Samsung Electronics, a friendly and pleasant avatar has come out into the world,” said YH Lee, the Chief Marketing Officer and Head of Global Marketing at Samsung Electronics. “By letting our whimsical and brilliant alien show different sides of Samsung to the public, I hope our consumers can feel more familiar with our brand.”

The name ‘G∙NUSMAS’ is ‘Samsung’ spelled backward. Its home planet of Nowus-129, a planet 100 million light years away from Earth, is also a reference to the address of the company’s headquarters, 129 Suwon in South Korea, spelled backward.

Samsung plans to release a series of short-form videos that detail the story behind G∙NUSMAS, starting with its birth and accidental arrival on Earth. Follow along and watch G∙NUSMAS’ journey as it works, plays and has a variety of experiences at Samsung’s headquarters. G∙NUSMAS’ bright and cheerful personality will shine through the videos as it sings, dances and interacts with a variety of Samsung devices, from jumping around on a monitor to dancing on the screen of a smartphone.

G∙NUSMAS will be debuted at IFA 2022 and G∙NUSMAS’ story will be released across Samsung’s social media channels, such as YouTube and Facebook, as well as through Samsung.com on September 2. Consumers will also be able to communicate with G∙NUSMAS through social media, the metaverse and other digital channels.

The world today faces many challenges. In particular, the pandemic has become a cause for us to back on the various challenges we’ve faced in the past, the biggest issue among those pertaining to the environment.

As a result, consumers have become more aware of the impact their choices are having on the environment and are practicing eco-conscious activities in their daily lives to compensate. This is especially applicable at homes where we spend most of our time. Consumers want home appliances that help create a sustainable home life.

In response to these consumer demands, Samsung Electronics introduced Bespoke Home Appliances in 2019, which includes not only customizable design and function but also sustainable solutions. Since its launch, Bespoke home appliances have received great reviews¹ from consumers and the industry and have expanded to more than 50 countries worldwide.

Now, we are taking that vision one step further to create the ultimate sustainable home experience. By combining SmartThings-based connectivity with the energy efficiency technology of home appliances, we are planning to become the No. 1 energy efficiency brand, expand sustainable efforts through meaningful collaborations and provide solutions to realize a Net Zero Home.

Vision of No.1 Energy Efficient Home Appliances

As the first step in bringing our sustainability vision to reality, Samsung Electronics is developing products with the goal of being labeled No.1 in energy efficient home appliances in the world.

As consumers’ lifestyles evolve and demands become more diverse, Samsung home appliances have also improved in performance and efficiency every year to meet those needs. However, improving the hardware of home appliances is only a part of our long-term vision. It is important to also consider ways to make new technology continuously more usable, creating more value for the users.

As such, this year, we introduced a new smart home service that can maximize the synergy among home appliances called Bespoke Home. At the center of this, SmartThings Energy monitors the energy usage of connected home appliances and automatically switches on AI Energy Mode, when needed, to save energy.

As we strive to become the No.1 in energy efficient home appliances, combining high-efficiency products with SmartThings Energy has proven to be very effective. Consequently, by the end of next year, nearly all home appliances will be Wi-Fi enabled allowing consumers to continuously reduce energy usage with ease. This also means that in the future, all Samsung’s home appliances will have AI-based energy saving functions built-in.

Sustainable Future Through Meaningful Collaboration

Secondly, Samsung Electronics is collaborating with other companies in search of sustainable solutions.

As evidenced by Bespoke appliances and SmartThings, intelligent synergies can have a significant impact on progressing our efforts. As such, in helping us reach our lofty goals for the future, we have sought out partnerships with companies that have similar sustainability goals.

With internationally recognized eco-conscious clothing brand Patagonia, Samsung Electronics has taken on the problem of microplastics being emitted into the sea. Sharing our expertise and know-how in clothing materials and washing technologies, we have developed new solutions that can reduce microplastic emissions from laundry.

To increase the effectiveness of this effort, the microplastic emission reduction course developed by Samsung Electronics and Patagonia will not only be available in new products released in Europe but also to existing products through software updates within the year.

The Ultimate Sustainability Experience with Net Zero Homes

Thirdly, Samsung Electronics is developing the ultimate sustainable home that can generate its own energy and reduce carbon emissions.

Through cooperation with Qcells, a complete clean energy solutions company, Samsung Electronics had developed the Net Zero Home. Inside, SmartThings plays a pivotal role in the efficient control of various devices including air conditioners, home appliances, to even the blinds. Furthermore, SmartThings Energy works together with the solar energy solutions of Qcells to present a blueprint for a house that can self-produce, store and efficiently power itself.

With the combined efforts of Samsung Electronics, Qcells and SMA, we will be able to create sustainable homes both domestically and internationally.

Samsung Electronics is also implementing a variety of carbon-neutral projects that can reduce the negative impact on the environment to make the vision for a sustainable future a reality. Specifically, this has meant switching to renewable energy that reduces carbon emissions such as solar energy and investing in wind power generation.

Samsung is improving lives through innovation, and with it, opening the way to a sustainable future. At a time when we face complex challenges in the world, we want to expand our vision to a wider range of areas to help. Samsung Electronics will continue to make efforts to provide sustainable solutions from production to logistics, use and disposal.

Come join us at IFA 2022 to learn more about our goal of becoming the number one energy efficient brand and how smarter, more efficient appliances are helping to bring to reality our vision for a sustainable future.

¹ In 2020, Bespoke appliances received a gold at the International Forum (iF) Design Award, the silver award and Best-in-Show honors at the International Design Excellence Awards (IDEA) as well as the NYCxDESIGN Award in the Kitchen product category. In 2021, the Bespoke refrigerator was selected as an honoree at CES 2021 in recognition of Bespoke’s creative use of design in offering users a way to easily personalize their appliances.