The Bespoke AI Laundry appliances — honored with the Best of the Best award — highlighted how home appliances can evolve into design objects that elevate the overall aesthetics of a space.

Samsung Newsroom spoke with designers from the Digital Appliances (DA) Business to discuss the evolution of home appliance design and its significance.

Uni-Body Aesthetics for Everyday Living

The Bespoke AI Laundry appliances — demonstrates how home appliances can harmonize within users’ living spaces. By applying the uni-body design across its lineup — including separate washer and dryer units, vertically integrated one-body models and all-in-one combo appliances — it creates a unified design language.

Q. What led to the adoption of a uni-body design across this year’s Bespoke AI washer lineup?

Jinsun Park: Samsung’s uni-body design concept serves as a key strategy for establishing a consistent brand identity across appliances. Regardless of the form factor, users can experience a consistent aesthetic, with the appliances adding to the overall atmosphere as furniture. By removing unnecessary elements, this approach also aligns with Samsung’s ESG vision, improving repairability and extending the product lifespan.

Q. The Bespoke AI Combo features key structural changes. How did you collaborate with the R&D team to incorporate these?

Jinsun Park: The Bespoke AI Combo was designed for users with limited space who cannot accommodate a separate dryer, so we needed to deliver the full performance of a standalone dryer within a compact washer-sized form factor, which made the design very challenging.

When designing the auto dispenser, we worked closely with the R&D team to carefully refine pump placement and assembly structures, securing an additional milliliter of capacity within the densely packed layout.

For the lint filter, we focused on easy front access — even when built into cabinetry — while maintaining Bespoke’s seamless aesthetic by minimizing visible gaps and joints.

After refining the hardware and creating a seamless exterior, the designers shifted their focus to the interface. As appliances become more intelligent and laundry functions more diverse, they aimed to make the user experience simpler and more intuitive.

Q. What was the key consideration when designing the UX for the 7-inch full-touch display?

YoonKyung Kang: The key was to find the right balance between providing more information and maintaining simplicity, as adding more features can make the product harder to use.

To address this, we used 2D and 3D visual elements — including images and animations — so users can intuitively understand the product’s status without prior learning.

Beyond its refined exterior and intuitive usability, the Bespoke AI Laundry appliances extends its innovation to a sustainable production process.

Q. How did applying technologies such as No Spray make a difference in achieving sustainable design?

Seongjun Kim: Adding color to products previously required multiple processes — including spraying, painting and deposition — leading to significant waste and high energy consumption. In response, we adopted film-laminated metal and coil-coated (pre-painted) metal methods, which involve directly printing on steel sheets and applying films. By producing multiple components from a single pre-colored sheet, we significantly streamlined the process and reduced waste.

This approach also delivers more realistic premium metal textures while establishing a sustainable production system that takes both the working environment and safety into account.

Designed To Care for Your Everyday Life

With this Best of the Best recognition, Samsung demonstrated how home appliances can evolve into partners in everyday living — thoughtfully considering users’ daily lives, spaces and the environment.

Going forward, Samsung will continue to advance design innovation with AI to reduce the burden of household chores, while shaping the future of everyday living by bringing together functionality, aesthetics and environmental responsibility.

* Some images are for illustrative purposes only and were provided by Samsung Electronics Design Center.

1. The two products honored with the Best of the Best distinction were the OLED TV S95H and the Bespoke AI Laundry series. Fourteen additional products were named winners: Music Studio 5, The Movingstyle, Bespoke AI Refrigerator Family Hub, Bespoke AI Jet Bot, Bespoke AirDresser, Bespoke AI Ice Water Purifier, Bespoke AI WindFree Pro Air Conditioner, Jet Fit, Bespoke AI WindFree Combo Gallery Pro Air Conditioner, Galaxy Z Fold7, Galaxy XR, 5G Street Radio Solution, Spatial Signage and Portable SSD T7 Resurrected. ︎

Embodying this human-centered design approach, “Expressive Design”, Samsung Electronics achieved a remarkable milestone at the globally renowned Red Dot Design Award 2026, with all 16 of its submitted entries¹ recognized.

Samsung Newsroom sat down with designers from the Visual Display (VD) Business to hear the stories behind their design philosophy and innovation.

OLED TV S95H: A New Direction in TV Design

The OLED TV S95H received the Best of the Best award in the Product Design category, taking the long-standing paradigm of minimalist TV design in a new direction — one defined by presenting only what is necessary and boldly revealing its structure to create a framed, art-like object with a screen that appears to float.

Q. The S95H moves beyond the conventional bezel-less design to emphasize its presence as a design object. What inspired this paradigm shift?

Cho: Bezel-less designs have become the norm in today’s TV market, and it is increasingly difficult for brands to express a distinct identity. Beyond ultra-slim form factors, we believed it was time to rethink what a TV means in living spaces.

As TVs become larger, their presence within a space continues to grow. We believed it was important for the TV to blend naturally into the space, much like furniture or a lifestyle object. By incorporating various colors and materials into the frame, we developed designs that enable users to reflect their personal tastes.

Q. The FloatLayer design — where the front panel appears to float in front of a metal frame — stands out. What kind of experience were you ultimately aiming to deliver through this design?

Cho: Our goal was to add both the atmosphere of the space and viewing immersion. We boldly exposed the metal plate to soften the contrast between the screen and its surroundings so that the product can seamlessly blend into its environment like it’s part of the interior. We also separated the screen and frame into different layers to create a more immersive experience. The screen layer highlights the OLED technology and picture quality of the S95H, while the frame layer helps the product integrate naturally into the living space.

Breaking away from the conventional approach of eliminating the surrounding bezel, the design instead layers two contrasting materials to maximize visual impact. By prioritizing harmony with the surrounding space, the designers were able to create the S95H’s distinctive structure.

The S95H does not stop at a fixed sense of beauty. It allows users to express their personal taste through customizable elements integrated into its exterior.

Q. The customized decorative frames and art pattern on the back of the TV are also impressive. Where did these ideas begin?

Lee: We wanted to reflect users’ diverse interior preferences directly in the product — from wood tones and white tones to colorful styles. To achieve this, we applied an assembly structure that allows users to attach and detach decorative frames magnetically, with additional frame options available separately in various colors and materials to reflect their lifestyle.

For the TV’s rear pattern, we used precision molding technology to arrange small cells in a random pattern, creating a surface with a texture that subtly changes depending on the light and viewing angle. This allows users to experience a new sense of detail every time they use the TV.

Q. Users have a growing preference for zero-gap wall mounting. How have you responded to this?

Lee: No matter how beautifully a TV is designed to resemble a piece of art, it can lose its appeal and sense of immersion if it protrudes from the wall.

Essential elements required for operation — like sound holes and vent holes — were carefully integrated between the display and the frame, allowing them to remain out of the users’ line of sight while fully maintaining their functionality. With this approach, the TV fits closely against the wall, creating a clean, gallery-like composition — as if a framed piece of art were hanging in the space.

Where Design, Sound and Usability Converge

Beyond its elegant design, The S95H delivers three-dimensional, immersive audio through the gap between the screen and the metal plate, creating a deeply immersive listening experience. Moreover, the Wireless One Connect solution minimizes complex cable connections to maintain a clean, refined look while ensuring reliable wireless use even over long distances.

TVs Designed for Any Space

Building on this achievement, TVs should evolve into lifestyle objects that reflect diverse user preferences and blend into any space. While delivering optimal viewing, the goal is to create harmonious aesthetics that allow users to express their personal style through design.

Looking ahead, Samsung will continue to advance its human-centered Expressive Design approach to reshape homes and everyday lives.

1. The two products honored with the Best of the Best distinction were the OLED TV S95H and the Bespoke AI Laundry series. Fourteen additional products were named winners: Music Studio 5, The Movingstyle, Bespoke AI Refrigerator Family Hub, Bespoke AI Jet Bot, Bespoke AirDresser, Bespoke AI Ice Water Purifier, Bespoke AI WindFree Pro Air Conditioner, Jet Fit, Bespoke AI WindFree Combo Gallery Pro Air Conditioner, Galaxy Z Fold7, Galaxy XR, 5G Street Radio Solution, Spatial Signage and Portable SSD T7 Resurrected. ︎
2. These images are for illustrative purposes only and include elements created using generative AI tools. ︎

“Expressive Design is our way of putting people at the center, celebrating their identity, emotions and diversity,” said Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) Division at Samsung Electronics. “We design not only to function, but to create meaning and connection. Our ambition is to enrich people’s lives through experiences that are both purposeful and deeply human.”

The Red Dot Design Award is widely recognized as one of the world’s top design honors. Established in 1955 and organized by German organization Design Zentrum Nordrhein Westfalen, the award recognizes excellence across three categories: Product Design, Design Concept and Brands & Communication Design.

Two Best of the Best Award Winners Recognized for Design Innovation

The S95H stands out for its distinctive FloatLayer design, which combines an ultra-thin OLED display with a luxurious metal plate to create a layered concept in which a slim OLED screen is placed over a bold metallic surface.

The result is a new category of premium art frame design that makes the OLED screen appear as if it is floating in front of the metallic silver frame, confidently highlighting the presence of metal and producing a striking visual effect. The vivid contrast enhances the sense of immersion, while the minimalist silver metal frame seamlessly integrates into interior spaces to resemble a refined piece of wall art.

Meanwhile, the Bespoke AI Laundry appliances applies a mono-body design concept across a range of types, including standalone washing machines, dryers and combos. Through this design, the series unifies different laundry appliances under consistent design languages, enabling the products to seamlessly harmonize with a variety of interior environments.

Additionally, Smart Screen — the large 7-inch LCD screen — enhances usability by providing an intuitive and simplified control experience. Integrated with SmartThings, the interface allows users to easily manage connected smart devices while offering AI-powered, personalized lifestyle solutions for greater everyday convenience.

All 16 Entries Recognized as Winners

Beyond its top honors, Samsung achieved the remarkable feat of having all 16 products it submitted selected as winners. The recognized lineup includes:

• Music Studio 5: A wireless speaker that plays soundwave visuals that shift in shape and intensity.
• The Movingstyle: A portable touchscreen display featuring Dolby Atmos, HDR10+, a built-in battery and rolling stand.
• Bespoke AI Refrigerator Family Hub: A refrigerator with a built-in, SmartThings-connected LCD screen that allows users to check recipes, weather and more.
• Bespoke AI Jet Bot: A robot vacuum with AI Object Recognition and All-in-One Clean Station Steam+.
• Bespoke AirDresser: A fabric care machine that features Dual Air Wash and Dual Jet Steam to smooth out wrinkles and remove odors.
• Bespoke AI Ice Water Purifier: A water purifier that delivers exceptionally pure water and dispenses ice cubes.
• Bespoke AI WindFree Pro Air Conditioner: An air conditioner capable of providing tailored wind modes thanks to a three-blade system.
• Jet Fit: A cordless stick vacuum with a new slim design, delivering up to 180W suction power.
• Bespoke AI WindFree Combo Gallery Pro Air Conditioner: A standing type of an air conditioner that utilizes AI to analyze room conditions and usage patterns for optimal cooling.
• Galaxy Z Fold7: Samsung’s thinnest and lightest Fold series yet, featuring powerful Galaxy AI, a 200MP wide-angle camera and an immersive screen for multitasking and editing.
• Galaxy XR: An eXtended reality headset with multimodal AI at its core, that unleash limitless possibilities for the future of discovery, play and work.
• 5G Street Radio Solution: Designed for easy deployment in dense urban areas to offer high-capacity 5G.
• Spatial Signage: A glasses-free 3D commercial display that delivers more immersive visual experiences.
• Portable SSD T7 Resurrected: A premium SSD featuring a housing made entirely from recycled aluminum.

Visitors to Samsung KX attend a lecture at the space (November, 2019)

Proving Adaptable While Cultivating Connections

Amid the recent circumstances brought about by the global pandemic, Samsung KX has adapted, shifting from being solely a physical space to also providing a virtual destination, while still fostering genuine connections among users. During this time, Samsung KX has been prioritizing running programs in collaboration with locally-based groups, ensuring that it truly becomes one with the local community.

The most notable example of this has been the graduate exhibition that the space hosted for world-renowned arts and design college, Central Saint Martins. The University of the Arts London’s (UAL’s) Central Saint Martins campus is located in the King’s Cross area, just a short distance from Samsung KX. For the event, Samsung created an online content hub to showcase the students’ graduate projects, with approximately 50 pieces of content being published online. In addition, Samsung KX worked with partners to produce additional content including yoga videos that utilize Samsung’s wearable devices and themed collections from the British Museum, prompting differing kinds of virtual engagement from users.

Samsung KX’s online content hub

Samsung’s London showcase space is additionally utilized for podcast recordings and as a location for video production. It continues to provide a multi-purpose space capable of hosting a broad range of cultural activities, in addition to hands-on product experiences.

And Samsung KX is continuing to offer support for Samsung users in the period of social distancing as well. For users in need of support who are unable to visit Samsung KX’s physical site, reservations for virtual appointments with Samsung staff members are available. Visitors to the website are additionally able to connect with Samsung representatives via video call.

A Samsung staff member provides technical support via video chat

Built on Heritage – Encouraging for the Future

Last September, Samsung KX opened its doors in King’s Cross, North London. The large-scale urban regeneration of King’s Cross has led to the area attracting young artists and designers from diverse backgrounds, with more than 60 percent of visitors to Samsung KX being members of the Millennial and Gen Z age groups.

The design of Samsung KX was modeled on the ‘London loft’ aesthetic. This historic style derives from a time when artists and designers had to create their artworks in places that were cheap to rent, such as empty factories and warehouses. The distinct aesthetic was decided upon for Samsung’s showcase because it symbolizes the integration that comes from regeneration, as well as the unique culture of London. The X shape on the floor at the ‘kissing point’ where the two halves of the venue meet stands for Samsung KX and indicates the point at which Samsung’s innovation and the culture of London meet. The design’s success in reflecting elements unique to the local culture was recognized when Samsung KX won awards in the Retail Design and Retail Identity categories of the world-renowned Red Dot Design Award competition.

The design and construction of Samsung KX also helped in highlighting the importance of sustainable urban regeneration. As a result, Samsung KX received a grade of ‘Excellent’ from globally recognized sustainable building certifier, Building Research Establishment Environmental Assessment Method (BREEAM). BREEAM conducts a comprehensive assessment that evaluates factors such as efficiency in building processes, energy use, use of eco-friendly materials, waste reduction, and pollution prevention and control, and only awards Excellent grades to those who score in the top 10% of those evaluated.

Inside Samsung KX

Galaxy Graffiti, a hands-on experience program at Samsung KX, has become popular after exposing visitors to a fun expression of the UK’s urban culture. The digital installment won an award in the Immersive Experience category of the One Show, which is one of the world’s most-prestigious advertising awards shows.

Visitors go hands-on with ‘Galaxy Graffiti’

Samsung KX helps people experience new products and fresh lifestyles while expanding their connections. Now that the showcase space has celebrated its first anniversary, all eyes are on Samsung KX as the innovative space continues to evolve and expose people to new and exciting experiences.