Samsung Design Identity – Samsung Global Newsroom

[Photo] Samsung’s ‘Newfound Equilibrium’ Exhibition Gives a Preview of the Future at Milan Design Week 2024

Samsung Newsroom — Wed, 17 Apr 2024 11:00:49 +0000

On April 16 (local time) at Milan Design Week 2024, Samsung Electronics launched the exhibition — designed to give visitors a glimpse of a better tomorrow envisioned by Samsung Design until April 21. Inspired by Samsung’s Design Identity 5.0: Essential･Innovative･Harmonious, the exhibition unearthed a world of infinite possibilities and presented a digital realm in which humans and technology exist in harmony.

Samsung Newsroom explored the vivid and immersive exhibition site where present meets future and reality meets hyperreality.

▲ Showcasing Samsung Design’s vision of a better future, the exhibition opened on April 16 at Milan Design Week 2024.

Hosted at Le Cavallerizze inside the Leonardo da Vinci National Museum of Science and Technology, the exhibition utilized a grand and intimate space that combines the feel of 16th-century stables with that of modern architecture. Sunlight poured in through arched windows to illuminate high ceilings, roughly textured walls and rows of rooms uniform in size.

▲ View of the Leonardo da Vinci National Museum of Science and Technology in Milan, Italy, where Samsung Design’s exhibition is being held.

Upon entering the first exhibition space , guests encountered five translucent cubes in which irregular forms of light appeared to freely float through space. Synchronized to accompanying music, the movement within the cubes symbolized the timeless, fundamental values of happiness, love and peace.

▲ , the first exhibition space of Samsung Design’s

The lights from eventually transitioned into a large 98-inch display in , the second exhibition space. Using motion sensors, the lights changed to appear with increasing clarity as viewers moved closer toward the screen and blurred and faded when they stepped away. From solid textures to soft, ethereal ones, the various forms took on new lives as they interacted with the audience — navigating from front to back across the six displays installed and representing the emerging contours of a hopeful future.

▲ A display shown at , the second exhibition space of Samsung Design’s , shows forms shifting from solid to ethereal textures as guests approach and move away.

▲ , the second exhibition space of Samsung Design’s

Beyond the windows of the previous section, strange forms moved across large LED displays in , the third exhibition space. These shapes knocked on windows and created shadows, drawing in curious passersby.

Here, the audience existed partly in reality and partly in a fragment of hyperreality — finding themselves transported to a future where humanity and technology effortlessly coexist. Transcending visual spectacle, this section invited guests to feel and experience the possibilities of a harmonious future.

▲ , the third exhibition space of Samsung Design’s

Enticed by the gleaming lights in the fourth exhibition space, visitors stepped into . Arranged in a semi-circular space and punctuated by a large projection, four different-sized displays and mirrors, guests were immersed in a vast, surreal landscape unfolding before them.

In this new dimension, attendees experienced all the aspects of come together to form an ideal balance of humanity and technology — where curious forms dance on the water and continue to shine even as the sun fades. An axis between two different worlds, represented Samsung Design’s vision of what could be possible when the boundaries between the physical and the virtual collapse.

▲ , the fourth exhibition space of Samsung Design’s

Finally, guests returned to the real world in , the final exhibition space. Visitors met giant totems of Bespoke products, a collaboration with the artisanship of ceramic masters MUTINA and wood veneer wizard ALPI. Through , the Samsung Design philosophy brought the intersection between people and their technology to life — marrying modern aesthetics and traditional craftsmanship and letting audiences experience the world of today and tomorrow simultaneously.

▲ Bespoke products fusing modern technology and traditional artistry on display at , the final exhibition space of Samsung Design’s

[Infographic] Design That Evolves With Users: The History of Samsung Design Identity

Samsung Newsroom — Tue, 16 Apr 2024 07:00:26 +0000

On April 16 (local time) at Milan Design Week 2024, Samsung Electronics will open the “Newfound Equilibrium” exhibition to showcase a future of infinite possibilities. Capturing the balance between humans and technology for a better future, this exhibition introduces the design vision that will guide the company through 2030 — “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious.”

In step with users’ needs, Samsung has refined and reimagined its original human-centered design philosophy established in 1996 — “Inspired by Humans, Creating the Future.”

This new design direction brings together Samsung’s commitment to innovating with purpose and delivering meaningful improvements to lives. Explore the evolution of Samsung Design Identity through the infographic below.

Samsung’s ‘Newfound Equilibrium’ Design Exhibit Will Feature at Milan Design Week 2024

Samsung Newsroom — Mon, 15 Apr 2024 23:00:57 +0000

Samsung Electronics today announced that it will hold its design exhibit at Milan Design Week’s Fuorisalone 2024¹ from April 16 to 21. The exhibit is located at Le Cavallerizze, in the prestigious Leonardo da Vinci National Museum of Science and Technology in Milan, Italy. At the event, Samsung’s Corporate Design Center’s exhibition, “Newfound Equilibrium,” will showcase Samsung’s user-centered design philosophy, “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious.”

“Design must fully take the human experience into consideration, and Samsung’s design principles achieve this,” said TM Roh, President and Head of Corporate Design Center at Samsung Electronics. “With our human-centered design philosophy, we aim to create a future that harmonizes with the lives of our customers through innovation with purpose.”

Five Unique Spaces Bring Essential∙Innovative∙Harmonious to Life

Samsung’s “Newfound Equilibrium” exhibition at Milan Design Week 2024 will showcase an inspiring vision for a better future that encompasses the balance between people and technology. To make an impact on attendees, the exhibit will feature media art that awakens the senses — particularly sight, hearing and smell.

Anchoring the multi-sensory experience, the immersive installation guides visitors through five spaces that express Samsung’s Essential⸱Innovative⸱Harmonious design identity as a thoughtful composition of light, sound and digital interactions. The five spaces that communicate with visitors through displays, sensors and light are titled “Essence,” “Innovation,” “Harmony,” “Infinite Dream” and “New Dawning.” As visitors approach the screens in the spaces, translucent elements change into specific shapes and textures, and the shapes beyond the window appear as if they are approaching onlookers, allowing them to immerse themselves in the dream of an infinite future drawing nearer.

Through collaborations with the human craftsmanship of ceramic masters MUTINA, and wood veneer wizards ALPI, the Bespoke Refrigerator and AirDresser have also been reimagined considering the co-existence of people and technology.

Samsung’s “Newfound Equilibrium” exhibition is located at Via Olona, 6 bis, Milan and offers free entry, at the following times/dates:

10 a.m. to 7 p.m. (April 16-18)
10 a.m. to 8 p.m. (April 19-20)
10 a.m. to 6 p.m. (April 21)

For more news, photos and videos, please visit Samsung Newsroom and Samsung Design during Milan Design Week 2024.

¹Fuorisalone is the set of events held in different areas of Milan during Milan Design Week.

[Editorial] Essential∙Innovative∙Harmonious: A New Design Identity for Samsung Electronics in 2030

Samsung Newsroom — Thu, 04 Apr 2024 08:00:09 +0000

It’s always exciting to develop a product and introduce it to the market. Whenever I take on this challenge, I wonder if the new product will resonate with customers — perhaps, it will even become a game changer and impact lives in meaningful ways.

If we look more closely at the product development process, design makes innovative technologies shine while technology makes design dreams a reality. Only when design and technology are in perfect harmony can we develop a product that provides genuine value to our users. Samsung Electronics excels at balancing design with innovative technology, and we continually strive to create products that blend seamlessly into our customers’ lives.

To this end, we have redefined our design philosophy as we approach 2030. “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious”¹ is the new direction that will define the future we hope to provide.

Samsung’s Design Philosophy and Its Evolution

More than 1,500 designers work at Samsung’s seven global design studios to solve everyday problems facing a wide range of customers, each from a different culture or background with unique preferences and tastes. At the center of this effort is Samsung’s design philosophy — “Inspired by Humans, Creating the Future” — which has not changed since its inception in 1996.

But the way people live and experience their lives is constantly changing, and we have had to refine and evolve our design identity to reflect that. “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious” is the vision that will guide us through 2030. Moving forward, we’ll continue to introduce smartphones, TVs, refrigerators and other products that reflect this new mindset.

Essential∙Innovative∙Harmonious. What Does That Mean?

Essential design focuses on the original intent and purpose of the product — to provide an optimized user experience without any unnecessary elements. This year, the latest Galaxy S24 series allows users to intuitively experience the functions of a mobile product with its unified look and thin bezel. Our TVs with Infinity Air Design appear to float in mid-air for more immersive viewing. On the other hand, our all-in-one washer and dryer maximizes space efficiency through a minimalist design.

Innovative design brings valuable changes — not merely novelty — to our customers’ lives. Examples include a TV that automatically upscales low-resolution images to 8K level using AI technology; an AI-based robot vacuum cleaner that automatically recognizes floor type, objects and living spaces for optimal cleaning; and a Live Translate feature that helps smartphone users overcome language barriers through real-time translation. These products all merge innovation with creativity.

Harmonious design embodies the desire to unify products and people with society, the environment and other human values. SmartThings improves convenience by integrating and connecting products for users to control remotely. Meanwhile, Music Frame, a customizable frame-shaped speaker, blends into any interior. Designs that create harmony between products and customers’ daily lives — rather than designs that announce their own existence — are the kind we will continue to pursue.

A Future of Infinite Possibilities

At Samsung, this is our commitment — to be faithful to our essential purpose, innovate endlessly and create designs that harmonize with our users’ lives. We aim to empower customers around the globe and enrich their lives by offering meaningful experiences, no matter what Samsung products they choose.

At Milan Design Week 2024, we are presenting the exhibition “Newfound Equilibrium” to showcase an inspiring vision for a better future — one that achieves the right balance between humans and technology. Join us on April 16 for a future of infinite possibilities.

¹ History of Samsung’s Design Identities
Design Identity 1.0 (2001-2005): Simplicity with Resonance
Design Identity 2.0 (2006-2010): Create an Emotional Journey
Design Identity 3.0 (2011-2018): Make It Meaningful
Design Identity 4.0 (2019-2022): Be Bold. Resonate With Soul.
Design Identity 5.0 (2023-2030): Essential∙Innovative∙Harmonious.