The globe-spanning event, which was headquartered in Bangkok and included satellite showcases in Milan and São Paolo, was kicked off by DJ Koh, President and CEO of IT & Mobile Communications Division at Samsung Electronics. After unveiling the latest additions to the Galaxy A range, which Koh described as “devices that make cutting-edge innovation the standard for everyone,” Samsung demonstrated how it optimized the smartphones, inside and out, for the way we communicate today.

In case you missed it, here’s a recap of some of A Galaxy Event’s most exciting moments.

[Bangkok]

DJ Koh, President and CEO of IT & Mobile Communications Division at Samsung Electronics, takes to the stage in Bangkok and introduces the crowd to the Galaxy A70 and Galaxy A80.

Koh proudly presents the Galaxy A70 (right) and Galaxy A80 (left), the latter of which features Samsung’s first-ever rotating camera.

Samsung Malaysia’s Rue Bee Quak walks the audience through the ins and outs of the Galaxy A80’s Intelligent Performance Enhancer, which, as she put it, “learns how you use the phone, predicts what apps you will open, and optimizes its performance.”

Samsung New Zealand’s Jacob Barton describes how the Galaxy A70’s Super AMOLED Infinity-U Display offers “a richer viewing experience through spectacularly vibrant colors in all conditions. So you can enjoy every pixel of your photos, videos and games.”

After the presentation, Samsung welcomes the Galaxy A series’ newest ambassadors to the stage – Lisa, Jennie, Rosé and Jisoo, of K-Pop sensation BLACKPINK – who thrill the crowd with an unforgettable performance.

After the performance, BLACKPINK’s Lisa (left) and Jisoo share a few of their favorite Galaxy A series features.

‘A Galaxy Event’ MC, Bam Pitipat Kootrakul (left), poses with a guest for a fun selfie with the Galaxy A70

Guests get hands-on with the Galaxy A70 and Galaxy A80 in the Bangkok event’s experience zone.

[Milan]

‘A Galaxy Event’s Italian showcase was held at the city’s famed Padiglione 3.

The reveal of the Galaxy A70 was met with boisterous applause.

The experience zone at Samsung’s satellite event in Milan is packed with guests eager to test out the new smartphones’ powerful features.

A guest snaps a photo of the Galaxy A70’s sleek, ergonomic design.

In Milan, the fun continues after the showcase with a live performance.

[São Paolo] 

A new generation enters the Era of Live.

A Galaxy Event’s São Paolo showcase offered fun for all ages.

Guests of the São Paolo event take part in a fun, Galaxy-inspired Dance Studio.

Excited audience members connect through an incredible live experience.

Members of the media test out the Galaxy A products in the São Paolo event’s experience zone.

Inspired by the total design refinement of the Galaxy S8 and S8+, Patrik Schumacher and Johannes Schafelner of Zaha Architects, known for conjuring diverse shapes and curved masterpieces, collaborated with Universal Everything, to create an interactive experience. Visitors can journey through a completely bespoke interior, triggering mesmerizing digital installations and bringing to life the Galaxy design philosophy.

“Milan Design Week represents a unique opportunity to demonstrate the total refinement of the Galaxy S8 and S8+ amongst the brightest and best minds of the design industry,” said Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics. “The Galaxy S8 and S8+ showcase our commitment to meaningful innovation; with the bezel-less surround and Infinity Display we have designed a device that connects with the user like never before, with function not limited by form.”

“We’re truly excited to welcome the design community to our installation with Samsung during Milan Design Week” said Patrik Schumacher, Principle, Zaha Hadid Architects. “Unconfined sets a benchmark in the way materials and technology come together to create a natural flow between device and user and was the inspiration for our fantastic collaboration with Universal Everything. We often look at the logic and coherence of nature’s systems when we are working to create environments that seamlessly connect form and function using innovative designs and technologies. This research is integrated within every aspect of the installations design.”

Finally, Samsung and Wallpaper* created an exclusive Design Book to celebrate the Galaxy S8’s aesthetic innovation. Readers will learn more about the Samsung hardware and software design philosophy and get an inside look into the Galaxy S8’s physical creation including photos from Samsung’s factory in Vietnam. Readers will also have access to exclusive commentary and interpretations of the concepts that inspired the Galaxy S8’s design by influential contemporary artists and design commentators, as well as Wallpaper* Bespoke Editor, Simon Mills . Access a digital version of the Galaxy S8’s Design Book at http://www.samsungmobilepress.com/galaxydesignbook/

From April 4-9, visitors to Unconfined: The Galaxy S8 Design will be able to get a first look at the Galaxy S8 and see for themselves the design refinement this new piece of technology for the modern age.

Samsung Design Europe creates modern and revolutionary experiences that reflect Europe’s culture and diversity.

Our cross-disciplinary design studio preserves and celebrates the finest aspects of European design, while forecasting future needs by questioning norms and conventional thinking for use in Samsung Electronics’ entire range of products.

SDE, Creative European Hub

SDE is located in the heart of London, taking full advantage of the city’s status as a world-renowned center of artistic talent and dynamic design. An additional office in Milan was opened in 2005 to harness the flow of creativity that pulsates through the Italian capital of culture and fashion.

A New Perspective On Products

At SDE, we’re involved in every stage of the product development cycle, from inception to public launch. Our in-house experts cover a diverse range of design fields, and often team up with world-renowned leaders to enhance our knowledge and insight.

We also carry out in-depth studies of behavioral trends to identify new ways to improve the lives of consumers and businesses through technology. Our influence can be seen in next-generation products sold across the globe including smartphones, laptops, televisions and home appliances.

SDE TEAM

SDE – London Main Office

Product Design Team

Creating experiences beyond seductive styling based on Samsung design Europe’s iconic DNA with a sheer passion for design and a meticulous eye for detail our team sculpt, model and redefine archetypes into holistic experiences.

Product Innovation Team

Regional Product Innovation Teams (PITs) examine evolving trends and behaviors, uncovering insights that lead to category-defining product innovations.

User Experience Team

Responding to the changing needs of the consumer, we refine and reinvent everyday interactions, whether the experience is physical, visual, or voice-based.

Trend Experience Team

Our trend researchers take a fresh yet critical look at global design thinking and social change. This helps to influence our overall brand approach as well as ensure the success of each product family on a worldwide scale.

SDE – Milan Office

Material Experience Team

The Milan team explores the world of materials through research, analysis, and studies that investigate how manufacturing technology can trigger and amplify interaction.

SDE WORKS

Level Box Slim Speaker

Using the elegance of Samsung’s signature design language and complemented by seductive styling, the Level Box Slim speaker is a portable Bluetooth speaker featuring waterproof(IPx7) and rechargeable battery pack function.

LUMI

SDE worked side by side with the main office in Seoul to create the overarching UX design principle for the 2017 Smart TVs. By keeping the interface light and airy and focusing on simplicity, we produced an effortless experience throughout. The result is a unified, simple design language for Samsung Smart TVs and the Smart View App.

NEO Dual Oven NV7000F

SDE participated in the development of a unique dual cook oven inspired by Europe’s love of cooking and food. Samsung’s Digital Appliance team developed the NEO Dual Oven NV7000F based on preliminary research from SDE to come up with the design concept.

R7 Wireless 360° Smart Speaker

In collaboration with Samsung’s Audio Lab and the Seoul office, SDE designed the R7 360 degree speaker. Inspired by Fibonacci’s Golden Ratio, the R7 is an immaculate design whose shape has been precisely engineered to maximize its acoustic properties. The pure simplicity of the ‘ellipse’ form brings an emotive human quality in aesthetics and user experience.

Samsung Notebook Odyssey

SDE defined the ‘Odyssey’ sub-brand, a completely new identity for gaming laptops, preliminary aimed at the Chinese market going on to global market. After speaking with gamers, we found that many wanted a device that’s packed with features on the inside, yet subtle and elegant from the outside. The Notebook Odyssey is just the first in a new line of premium Samsung gaming products that will use this new, modern approach.

Design Insight Reports

SDE also conducts trend and insight research based on social and cultural signifiers. Based on these findings we produce an annual findings report that contains directions and insight for each product and department for the coming year.

People Edge

Samsung Mobile’s revolutionary curved display technology is already a hit with our users. To further its potential, SDE’s product innovators carried out ethnographic research to discover new ways to use the edges as a convenient and discreet way to access information. These improvements proved essential to any user who felt a need to prioritize their smartphone notifications.

Milan Design Week

Milan Design Week is the most important design related event in the world where the Milan city hosts thousands of presentations, events and exhibitions. SDE has been leading the Samsung Electronics corporate installation since 2012 to convey the visionary idea of our brand. The installations emphasize the core vision of design at Samsung Electronics by redefining the interaction between people and products as well as the aesthetics of coexistence in creating meaningful design.

Visit design.samsung.com to read more Samsung Electronics design stories.