An Open Laboratory for Design Exploration

Conceived as an open laboratory, the exhibition welcomes visitors to Samsung’s design approach, offering a space of exploration, experimentation and discovery. Rather than a finished statement, the exhibition reflects a moment within an ongoing journey, offering an early glimpse into how Samsung is shaping new ways of living through design.

Each of the 12 immersive zones presents a distinct exploration of how design can shape everyday life. The zones are organized around the key experience dimensions of Human Centricity and Expressive Design, which serve as the first touchpoint in showcasing Samsung Design’s vision.

Within these zones, a series of creative explorations illustrates ideas, possibilities and future directions. Through this approach, Samsung Design is making its vision tangible, inviting visitors to engage with design as an evolving, human-centered practice.

Human-Centricity and Expressive Design

Samsung Design is expanding its approach beyond user experience, with a greater focus on how people live and experience everyday life.

“Design should reflect the diversity of humanity — embracing different lifestyles, values and ways people live,” said Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) Division at Samsung Electronics. “It is not only about creating products, but about shaping experiences that feel relevant, personal and meaningful in everyday life. Through Samsung Design Open Lab, we are sharing how this thinking is shaping our approach to design and future living.”

At the core of Samsung’s vision is a human-centered approach to AI — captured through the formula AI x (EI+HI) — where its true value lies not in the technology itself, but in how it is guided by human intention, empathy and imagination.

While the exhibition explores new directions in design, it reflects a philosophy that has guided Samsung for over 30 years — placing people at the center of innovation. The ideas presented extend that foundation, translating it into new and evolving ways of living.

Design Is an Act of Love, With 12 Immersive Zones

More than 120 products across 36 categories are being showcased at the exhibition’s 12 zones, spanning both design concepts and products currently available in the market.

Highlights from the exhibition include:

• The Welcome Show: A coordinated display experience introducing Samsung’s vision for AI as a unified system that brings together personal and shared AI across devices and environments.

• Unfold Your Story: An exploration of Galaxy’s foldable design across a spectrum of color, form and experience, capturing diverse lifestyles and new ways to live, create and connect.

• Wearable & Culinary Intelligence: Design explorations that respond to diverse lifestyles, ranging from personal devices such as wearables to connected kitchen and living environments.

• Transparent Symphony & All That Music: Immersive audio-visual zones featuring transparent speakers and screens with Music Studio 5 and 7 and a range of concept designs, where diverse elements come together in harmony and music translates analog emotion into a cohesive digital experience.

• Two Expressions of the Same Technology: Two distinct design expressions of a 130-inch Micro RGB display, built on the same breakthrough technology, demonstrating how performance and individuality can coexist.

• Artful Living: A vision of living where screens become expressive mediums of personality, culture and emotion, bringing artwork and content to life in more immersive ways through S95H OLED TV with new forms of AI-enabled storytelling.

• The Goodbye Show: Returning from the Welcome Show, the shared AI companion concludes the exhibition through natural, AI-driven interactions and a sensory performance of music, light and human touch — fostering emotional connection and a sense of presence in everyday life.

Samsung’s “Design is an Act of Love” exhibition is located at Superstudio Più, Via Tortona 27, in Milan and offers free entry, on the following dates:

•        April 20, 11 a.m. to 9 p.m.

•        April 21, 11 a.m. to 4 p.m.

•        April 22, 11 a.m. to 5 p.m.

•        April 23-25, 11 a.m. to 9 p.m.

•        April 26, 11 a.m. to 6 p.m.

For more news, photos and videos, please visit Samsung Newsroom and Samsung Design during Milan Design Week 2026.

Samsung Electronics today announced that it will host an exhibition titled “Design is an Act of Love” at Milan Design Week 2026. Immersive in nature, the exhibition will explore the Human Side of Tech through a dialogue between experimental concepts and the latest commercial products.

The exhibition takes the form of Samsung Design Open Lab, a space imagined as a laboratory for exploration, experimentation and discovery. Within the space, Samsung invites visitors to explore how ideas take shape, offering a glimpse of how human-centered and expressive design can transform technology into a more personal, emotional and meaningful presence in everyday life.

What visitors experience in Milan represents a moment in an ongoing journey — an early expression of how Samsung is reimagining the relationship between technology and everyday life, as well as a signal of the direction in which its design vision is headed.

As part of the program, Samsung will host a Design Talk session in collaboration with Dezeen on April 22, where it will share perspectives on the evolving relationship between design and humanity.

The Galaxy Z series has set the standard for foldable phones from its very first launch, with a new release every year. Now in its seventh chapter, the latest design revisits where it all started. The Galaxy Z Fold7 and Z Flip7 are the result of refinements made over each year of innovation. Samsung Newsroom spoke with Hubert Lee, Head of the Design Team and Huichul Yang, Head of the UX (User eXperience) Team, both part of the Mobile eXperience (MX) Business at Samsung Electronics, to discover the story behind the products and the designers’ persistent pursuit of incredible design.

* Content images simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Hubert Lee

Executive Vice President, MX Business, Samsung Electronics

Since joining as Head of the MX Design Team in late 2022, Lee has overseen the design direction for all MX product launches. With the launch of the new Galaxy Z Fold7 and Z Flip7, Lee showcases Galaxy’s ultimate pursuit of ultra-sleek and modern design.

Huichul Yang

Vice President, MX Business, Samsung Electronics

Since joining Samsung in 2005, Yang has played a pivotal role in advancing mobile UX innovation as an HCI (Human Computer Interaction) expert. Since late 2023, Yang has led the UX Team in the MX Business, crafting the mobile experiences powered by Galaxy AI.

The Essence of Foldable Design

Q. The Galaxy Z Fold7 and Z Flip7 have finally been unveiled. As the heads of the Design and UX teams, it must mean a lot to both of you.

Lee: Among the products I’ve designed at Samsung, the Galaxy Z Fold7 stands out as the one I am most proud of. Most people said, “Wow!” as soon as they saw it. It’s the thinnest, lightest Galaxy Z Fold series model yet. I believe it captures the essence of what a foldable phone can be. It’s only just been unveiled at Galaxy Unpacked 2025 in New York, but I’m confident that customers will understand its true value as they see it up close and get a feel for it in their hands.

Yang: Alongside the Galaxy Z Fold7 and Z Flip7, we also introduced One UI 8, an interface optimized for the AI experience. I believe that a sleek, modern design — paired with an intuitive interface — can really resonate with users seeking a more elevated mobile experience in this age of AI.

“The Galaxy Z series isn’t just well-made — it reaffirms our position as a pioneer and benchmark in the foldable phone market.”

— Hubert Lee, EVP, Samsung Electronics

Q. It’s clear you’re both really proud of the products. It must have taken a lot of work to get it out into the world.

Lee: The Galaxy Z series marked the very beginning of foldable phones. To solidify that symbolism, we knew we had to create a product that felt truly impressive to anyone who saw it. There was a shared understanding within the team that simply repeating what we had done in the past wouldn’t be enough to meet customer expectations. Change wasn’t a choice; it was a must. That’s why with the seventh models of the Galaxy Z series, we didn’t approach it as a refinement — we approached it as a redesign from the ground up. We approached it as if we were starting completely from scratch.

We design lifestyle products. To be part of people’s daily lives, portability is essential and reducing weight was key to achieving that. Our mobile R&D office put in a huge amount of effort in that respect. The nature of the hardware meant there was a certain weight we had to carry, but we kept wondering if we could make it just a little bit lighter. That led to a lot of research and testing. As it became lighter, it became thinner and the display larger, until we arrived at the sleek, modern form we had envisioned. The product you see is the result of countless hours of deliberation, passion and engineering.

Q. How did changes to the design of products affect the user interface?

Yang: Since One UI 6, we’ve been introducing a range of AI features as an AI companion. With One UI 8, we focused on meaningful productivity. We took advantage of the Galaxy Z Fold7’s large-screen form factor to enable users to easily compare original and AI-generated content side by side and move it seamlessly between apps.

Q. What are the changes to the Galaxy Z Flip7 UX?

Yang: One of the standout features of the Z Flip7 is its full-front FlexWindow. Gemini is now optimized for the FlexWindow, enabling quick and seamless interaction with AI — anytime you need it. It’s our new take on an AI companion — one that unfolds right in the palm of your hand. Notably, the form factor is such that the main camera faces you when folded, so now you can launch Gemini Live from the FlexWindow and ask about everyday things, like if your outfit is appropriate for the weather or your schedule for the day.

“We envisioned a new future with One UI 8 on the Galaxy Z Flip7 as an AI companion in your hand.”

 — Huichul Yang, VP, Samsung Electronics

* This background image has been created by generative AI (Macnific AI, Midjourney).

Q. The products come in a range of colors. Which one is your favorite?

Lee: I love them all but if I had to choose one, it would have to be Silver Shadow. It’s the most straightforward and simple one, but I think it represents Galaxy’s “Ultra Sleek, Ultra Modern” concept really well.

When customers buy premium products like the Galaxy Z Fold7, they tend to prefer values that feel timeless, so we really took that into consideration when choosing the colors for this series. We leveraged the metallic material to bring the colors to life in a way that expresses our design intent and complements the foldable form factor. One of the standout colors of this series is Blue Shadow. As you move the product around, the shine and sophistication are noticeable from all angles.

▲ (From left) Hubert Lee and Huichul Yang

Let’s Design Together!

Q. Even though you’re on different teams, you’ve been working on the same product. How did the Design and UX teams get connected?

Yang: Wallpaper design is where we really tend to collaborate closely. We work together to make sure the message the Design team wants to convey is properly communicated through the wallpaper, the face of the product. For One UI 7, we aligned the product’s corner radius with the One UI icon geometry. We’ll continue to align the GUI (Graphic user interface) with the underlying style of the product for future releases, too.

“Designing with the authentic mindset that we are all one team — this, I believe, is the most important attitude we need to break silos and grow together.”

 — Hubert Lee, EVP, Samsung Electronics

Q. How do the team members collaborate?

Lee: The Design team holds a session called Design Clinic. Group leaders and managers come together to share ongoing projects and insights. It’s not a formal meeting, but rather a relaxed gathering to share ideas over coffee and dessert. It’s an open discussion where even criticism is seen as a way to make our products better and support each other. In the MX Business’s Design team, we cover everything from smartphones and wearables to PCs, tablets, CMF (Color, material and finish) and packaging, each item with its own functions. The Design Clinic helps us gain insights from other fields or discover early-stage ideas.

Q. How do you encourage synergy between designers on the team?

Lee: I often emphasize the phrase, “Let’s Design Together.” Rather than just holding onto what they’ve been assigned, I encourage the team to think collectively about what we’re making and how we can improve it. If feedback or advice isn’t sincere, it just leads to silos between teams. Designing together as one team with an authentic, shared mindset is what I emphasize most within the organization.

Reframing the Future

Q. Aside from designers’ intuition, sensibilities and qualitative insights, do you also incorporate user testing or quantitative validation during the design planning phase?

Lee: The Design team has established a Galaxy Design principle called “Essential Design,” aimed at focusing on core value and removing unnecessary elements. It’s based on three key elements: Simple, Impactful and Emotive. We believe that when these three elements come together in harmony, they create a truly aspirational product. We use the principle and its key elements as evaluation tools during the design planning stage; through a process we call Design Analytics. We conduct evaluations with internal employees to make sure our design intent is being communicated to users effectively. We use the data and insights from this to refine current designs and even identify future products. It’s how we strengthen our design identity, and it’s an integral part of the Galaxy design process.

Q. Do you use AI in your work?

Yang: We refer to AI tools during the testing process. We’ve observed that results from AI-based virtual user testing are fairly close to tests done by recruiting actual users. This leads us to expect that AI can play a significant role in UX evaluation going forward. We’re also experimenting with AI in other ways, like testing multiple versions of motion or animation effects, or turning 2D assets into 3D or animated formats. In this way, we’re continuously learning more about how to enhance our designs with AI.

“Amid the momentum of AI, the ability to direct design will become one of the most valuable assets in making your work truly meaningful.”

 — Huichul Yang, VP, Samsung Electronics

▲ (From left) Huichul Yang and Hubert Lee

Q. The age we live in is constantly changing. What kind of mindset and vision should guide designers today?

Yang: AI is a new momentum for designers. There are more and more of us thinking about how to use AI to make our work more meaningful. I believe those who show interest in how the world is changing and make new tools their own will be the ones leading in the age of AI. Some say designers will fade away as AI advances, but I see it differently. Design direction, the ability to guide AI creations and enrich them, is bound to become even more essential.

Lee: When it comes to new devices like foldable products, we’re not designing features. We’re designing the entire experience. I believe it’s our role as designers to deeply consider why a device folds, why it unfolds and what kind of value and convenience those actions should provide. That’s because we’re not just product designers, we’re lifestyle designers, and in the end, the user is the most important part of all. We have to read the trends constantly and keep asking ourselves what users truly need. To me, design that makes their lives better is design that’s truly meaningful.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

The Galaxy Z Fold6 and Z Flip6 embody modern, sleek design. Through their simple, solid exterior and linear form, these devices express what Galaxy’s design identity is all about. Explore the design story behind the Galaxy Z Fold6 and Z Flip6, where modernity and simplicity converge.

* The images featured in this article are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Iconic and Unique

Floating Design, a distinctive and impactful design element newly incorporated into the Galaxy Z Fold6 and Z Flip6, makes it seem like the foldables’ screens float above their bodies when viewed from the side. When folded, the bold line along the side of the devices not only accentuates their sleek, linear form, but also facilitates easier opening, enhancing overall usability.

Linear form is a core aspect of the Galaxy Z Fold6 design, maximized by its effortlessly sleek and streamlined, yet balanced shape. By reducing the length and increasing the width of the cover screen, the Galaxy Z Fold6 is more user-friendly than ever before with a refreshing new look. The corners on the right-hand side of the device now mirror the shape of those on the left, resulting in an almost symmetrical silhouette when folded.

Through six generations of technological advancements and design expertise, the Galaxy Z Fold6 stands out as the slimmest and lightest among all Galaxy Z Fold models to date. Its balanced design and thin form ensure maximum comfort, adding to the desirability of this premium foldable phone.

One of the Galaxy series’ most defining features is its signature linear camera layout and this design motif takes center stage on both the Galaxy Z Fold6 and Z Flip6. The Galaxy Z Fold6 sports a bold camera decoration that further highlights the row of three circles descending vertically from the back top left corner of the device.

Meanwhile, the Galaxy Z Flip6’s camera design exudes the vibrant, bubbly spirit of the Galaxy Z Flip series with a new camera decoration designed to match the diverse range of available body colors. The linear camera arrangements are even more prominent than in previous models, making the new Galaxy smartphones instantly recognizable.

Vibrant and Multicolored

* The Navy, Blue, Mint and Yellow images were created by generative AI (Navy, Blue, Yellow: Photoshop AI / Mint: Midjourney)

The Galaxy Z Fold6 and Z Flip6 bring a lively mood with both vivid and subtle colors. Each hue in this series evokes joyful moments connecting with nature. The Galaxy Z Fold6 is available in Silver Shadow, Pink and Navy, reflecting the confidence and sophistication of premium foldable phones. The Galaxy Z Flip6 is also available in the same Silver Shadow as the Galaxy Z Fold6, plus Blue, Mint and Yellow.

Featuring geometric shapes, the wallpapers of the Galaxy Z Fold6 and Z Flip6 seamlessly blend into the devices’ exterior aesthetics. They illustrate a graceful motion of light and shadow that mirrors the light reflecting off the haze glass on the back of the products.

The palette of the wallpaper dynamically adapts to the visual cues conveyed by each device’s color, bringing it to life. To balance aesthetics and usability, brightness and contrast adjustments optimize the display’s energy consumption. Elegant animations amplify the sense of space created by the arrangement of outwardly extending circles and lines. Additionally, the wallpaper responds interactively depending on the angle of the display, turning the simple act of folding and unfolding into moments of joy.

The Galaxy Z Fold6 and Z Flip6 herald a new beginning for the Galaxy Z series with designs that focus on the essence of what they are. Encapsulating the very nature of what Galaxy seeks to be with even greater boldness and style, the Galaxy Z Fold6 and Z Flip6 are poised to shape the future of foldables.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

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.

“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.

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

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.

The exhibition will highlight Samsung Design’s vision for a better future, encompassing the ideal balance between humans and technology.

Join us at Le Cavallerizze in Milan, Italy, from April 16 to 21 — with an exclusive media preview on April 15.

Stay tuned to Samsung Newsroom or the Samsung Design website for the latest news on the “Newfound Equilibrium” exhibition.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Award conducts comprehensive evaluations of differentiation and impact, among others, in a total of nine categories — Product, Packaging, Communication, Professional Concept, Interior Architecture, Architecture, Service Design, User Experience (UX) and User Interface (UI).

“It is important for a design to connect the changing values with innovative technologies,” said Jinsoo Kim, Executive Vice President at Corporate Design Center in Samsung Electronics. “We are committed to offering a meaningful experience that both meets the various demands of customers and improves the quality of our lives.”

Three Gold Award Winning Products Recognized for Designs That Offer Customized Experiences to Different Lifestyles

The Freestyle is a portable screen that can display as large as 254cm in diagonal length depending on the environment where it is used, be it on the wall, the ceiling or the floor as it rotates 180 degrees.

Thanks to its lightweight and minimal design, The Freestyle is highly portable, allowing the user to hold it in one hand, and can be used with ease both indoors and outside such as on camping sites. Depending on each individual lifestyle, it can also be used as a Bluetooth speaker or as an ambient lamp that can glow light in various colors.

The Galaxy Z Flip3 was honored for its iconic and compact design that comes with premium features and exclusive foldable experiences, providing a truly personalized smartphone experience. With Galaxy Z Flip3’s unique form factor, users are able to enjoy the full smartphone experience when unfolded and pocketable design when folded in half. Not only is the design refined by providing a large Cover Screen, but it also maximizes the usability by allowing users to view notifications and capture a quick photo even when folded.

The vacuum cleaner The Bespoke Slim also won the Gold Award for its simple design that blends well with the surrounding living space. The Bespoke concept, which brings customized products to fit lifestyles and tastes, was applied to the product, improving the experience throughout the entire cleaning process from product storage to dust emptying.

Total of 71 Awards, From Product to UX Design, Including TV, Home appliance and Smartphones

With its designs being recognized in all categories at the iF Design Award 2022 including Product and User Interface (UI), Samsung Electronics won the most number of awards totaling 71.

In addition to the three Gold Awards, the Neo QLED 8K, the Bespoke French Door Refrigerator and the Galaxy Buds2 also won awards in the Product category.

The One UI 4, new interface of Galaxy smartphones that enables users to customize their devices, and the Galaxy Upcycling at Home, which allows users to build a smart home by recycling unused Galaxy phones into Home IoT devices were also recognized for the design excellence.

Mirroring the way Samsung seeks to bring transformation to its users’ daily lives through innovative technologies, the data sculptures that comprise the collaboration explore the connection between reality, simulation and systemic reflection.

Blurring the Lines

Anadol’s body of work addresses the challenges and possibilities imposed on mankind by ubiquitous computing, and what it means to be a human in the age of machine intelligence. Artificial Landscapes consists of three unique chapters, each offering a visual representation of how memories of nature can be simulated and represented through cutting-edge machine learning algorithms such as those included in Samsung’s innovative new MICRO LED TV line.

Fluid Dreams

Fluid Dreams, the first in the Artificial Landscapes collection, draws inspiration from fluid dynamics. The millions of particles that form the MICRO LED display are illustrated in this piece through cinematic visuals that resemble the dynamic movements of the sea and ocean surfaces, with the waves transforming into shades of Samsung Blue as a nod to the way the MICRO LED line serves as a means for visualizing information.

Land Dreams

Land Dreams, the second data sculpture in Artificial Landscapes, offers a unique visual experience showcasing the natural colors able to be showcased on MICRO LED displays, and is based on the data of landscapes and ecological scenery of the world around us. The piece incorporates pigments, shapes and patterns that we associate with our experiences of nature as an homage to the realism offered in the display quality of the innovative MICRO LED TV line.

Space Dreams

The final piece in the Artificial Landscapes series is Space Dreams, an artwork that takes a more avant-garde approach to showcasing cartographic aesthetics. In the same way that the MICRO LED TV’s Monolith design removes the boundaries between content and screen, the artwork applies machine learning to millions of celestial images of Earth’s topology in order to generate a layered design that removes the boundaries between known and unknown, and alludes to an infinite cosmos of unimaginably vast data, all without bounds.

Like a canvas, a screen can contain anything. Standing out thanks to its simplicity, Samsung’s MICRO LED TV’s Monolith design allows users to make the most of their viewing experiences without any obstructions. Both Samsung’s designers and Refik Anadol have sought to demonstrate the sheer possibility of the MICRO LED display with Artificial Landscapes, and the company will continue to work towards the future and all the possibilities it holds with their latest display innovations.

You can also find more details at Design Samsung website.

When it comes to eliminating unnecessary elements in design, the first stage in the process is to ascertain what aspects are essential. In designing their TVs, Samsung Electronics pursues a design evolution aesthetic that brings about value through careful elimination – rather than unnecessary addition.

While functionality remains a crucial part of any TV’s design, Samsung’s designers also focus on the viewing experience, expanding the scope of design from considerations of the space where a TV is placed to the way surrounding devices link to it. Through careful research into the various lifestyles and viewing environments of users, factors that could potentially hinder viewing immersion have been removed from the Samsung Neo QLED 8K so that all that remains serves only the act of viewing – the true purpose of a TV.

Removing Boundaries

The Infinity Screen, a unique aspect of Samsung’s TV design, maximizes immersion by reducing the number of bezels to almost nothing. The boundaries of Samsung Neo QLED 8K have been trimmed to near zero thanks to advanced technologies and design processes. Its 0.8mm stainless steel frame removes the boundary between the screen and its environment, practically giving the illusion that the screen is floating. To further remove any hindrances to a viewer’s experience, the Samsung logo has also been reduced in size so that the product itself, not just its name, stands out as the icon.

Despite its slim appearance, the TV’s performance is powerful thanks to the inclusion of innovative technologies. The speaker hole and subwoofer systems, precisely implemented in the back of the screen, emit a sound quality rich enough to require no additional speaker, and thanks to AI technology, users can enjoy optimized sounds tuned to their content and environments. The Neo QLED 8K offers viewers immersion from both inside and outside of the screen – all wrapped up in a sleek, thin package.

Reimagining One Connect

One of the main benefits of a large screen TV is the ability to true and vivid immersion in your favorite content, but if the area surrounding the TV is distracting, this enjoyable experience can be interrupted. In designing the Neo QLED 8K, Samsung’s designers took into consideration such scenarios and underwent a re-examination of the way the product fits into its space.

Wall-mounted TVs usually require accessories embedded into both the product and the wall they sit against, while stand-type TVs require tables or other furniture that can quickly become cluttered. To avoid any of these inconveniences, Samsung’s One Connect has been redesigned to fit various usage environments in order to enhance viewer immersion. The optimized size and thickness of the renewed One Connect was determined through careful consideration of different environments, and its plate-type, slim appearance makes installation easy and neat.

Part of this redesign to the existing One Connect led Samsung designers to devise a new accessory: the Attachable Slim One Connect, which can be utilized as a TV stand. While the stand has always been an integral component of TV design, it has not played any role other than that of screen support – until now. The Attachable Slim One Connect has been designed as a stand, too, with a form that interferes neither with function nor shape and effectively disguises the Attachable Slim One Connect as a simple stand.

Further to the space efficiency and aesthetic benefit offered by the Attachable Slim One Connect, elements on the TV itself have been reorganized in order to preserve immersion and prioritize ease-of-use, such as the change of the placement of the cable input module from the back of the TV to the side of the Attachable Slim One Connect stand for seamless access.

How Samsung’s Designers Approach Minimalist Design

1. When designing the Neo QLED 8K, what did you want to carry on from previous Samsung QLED 8K models and what did you want to change?

Jangho Kim: The Infinity One Design has been created with a focus on total integration rather than simple ‘slimness,’ resulting in every element that doesn’t maximize screen immersion being removed. This represents the direction Samsung designers believe that TVs should be moving in. During the design process, I wanted to include the unique identity of the Samsung QLED 8K line and then enhance it through better understanding of users and their spaces. I believe that the combination of advanced technologies with user-centric developments will bring special experiences to our users.

2. During the design process, it seems that decisions had to be made about what to keep and what to remove. What were the driving forces behind making these decisions?

Jigwang Kim: While any design refinement process is never easy, the experience of developing the Attachable Slim One Connect design was the most challenging. We wanted to implement the functionality of a TV stand into the One Connect model, a process that brought about many obstacles to overcome in the initial development stages.

Jangho Kim: Although such a dual-function accessory had never existed before, I wanted to be sure that the Attachable Slim One Connect retained its predecessor’s attractive form. This required us to devise a completely new design, and in order to find the optimum size and form factor for the product, all the relevant departments spent countless hours working through different options.

3. The consideration of different types of user environments was at the center of the Neo QLED 8K’s design process. What did you learn from such a process, and which design elements reflect these novel considerations?

Sangyoung Lee: The spaces users are placing their TVs in are becoming more and more diverse. Especially as people spend more time at home, the desire to ensure one’s interior aesthetic matches one’s tastes is becoming of paramount importance. In order to match the lifestyles of today, we analyzed the user’s TV experience on a micro level, down to the smallest aspects. I wanted to provide people with reasonable and simple TV usability, and so the Attachable Slim One Connect’s design was brought about to maximize immersion with its simple yet restrained appearance that can suit any user’s space.

4. What do you hope your legacy is as a designer for Samsung Electronics?

Jinsu Park: I hope that I am able to bring the everyday into product design. The meaning of the word ‘design’ is ambiguous: it can signify ‘innovation,’ and it can also signify ‘simple joy.’ I wish to practice design processes that bring all such values into users’ daily lives.

The evolution of Samsung’s TV design is always geared towards providing users with more immersive viewing experiences. Samsung and its designers will continue to challenge themselves to create products that provide users with leading functionality and a design that captures the true essence of the product.

You can also find more details at Design Samsung website.

At the Design Center, Samsung is presenting an exhibition entitled “Resonance”. As the company pursues the motto “Be Bold. Resonate with Soul.”, the resonance between artwork and visitors represents Samsung’s bold new vision for design. The booth features three different zones and five installation artworks that interact with guests, creating unique experiences for all who visit.

Drawing upon the concept of the “24 hr. Kitchen”, the digital appliances exhibition is designed to demonstrate how the kitchen has become a dynamic hub at the center of consumers’ 24/7 daily routines. The booth has been divided into three rooms representing a different part of the day: Morning, Day and Evening. A specially designed kitchen counter winds from room to room, providing a continuous thread of continuity as guests explore each phase of the 24-hour cycle. The exhibition also coincides with the launch of Samsung’s new European campaign: “Find Your New”. The campaign reflects on the significance of the kitchen in our 24-hour lives and the impact that creating a new kitchen can have, helping people to open a new chapter in their lives.

Samsung Electronics is presenting the ‘Resonance’ exhibition at Milan Design Week 2019, which runs from April 9 to 14. At the exhibition, Samsung is pursuing the motto, ‘Be Bold. Resonate with Soul.’ The Samsung booth showcases a bold vision for design that will resonate with visitors.

The Resonance exhibition is composed of three zones: Empathy, Discovery, and Immersion. The artworks interact with visitors, taking their cues from everyday actions like breathing, talking and moving. These quite ordinary behaviors can transform the artworks in many different ways, allowing each guest to have their own unique experience.

Every moment of our lives, interactions between people and objects create countless chain reactions. Samsung’s exhibit captures the resonance between guests and artworks, while also exploring the future of design and Samsung’s mission to deliver true value to people.

Empathy Zone

Resonance begins with shared emotions. Visitors are greeted by a space that softly glows with a spectrum of colors, awakening their inner sentiments. From the very start of the exhibition, guests experience a space that resonates strongly with their individual senses.

Discovery Zone

Expansive installation art can set people on a path to discovery. The colorfully lit booth catches the eye and draws guests into the world within. Interactions between the artworks and the guests bond the two together, creating new art and new experiences. Samsung Sound Design draws upon the exhibition’s themes to capture the mood and enliven the environment.

1^st Installation: Dandelion

Every breath we take is part of the rhythm of life. Embodying this idea, the first installation responds each time a visitor breathes in, creating shapes that grow and shrink in correlation with how deeply they breathe. New forms are created each moment as individual breaths blend with the breaths of other guests. The rhythm of each guest creates an individual work of art.

2^nd Installation: Whirlwind

The voice is a powerful tool for self-expression and a strong statement of one’s own existence. In the darkened booth of the second installation, strings of light weave from side to side, creating new waves with new each sound. Guests can experiment with different volumes, proving their very existence as they project themselves into the darkness. Artwork and audience are further tied together with a mystical sound that unites all in a single experience.

3^rd Installation: Aloft

When the senses are combined, the scope of experience widens. In the third installation, guests place their hands on a pressure sensor, prompting tens of thousands of balls to bounce. The artwork transforms the slightest gesture of the fingertips into a delightful game.

Immersion Zone

At the climactic moment of the exhibition, visitors can walk right through the next installations and experience complete immersion. The environment around them changes with their every movement, heightening the senses to create a deeper resonance.

4^th Installation: Ripple

As a guest steps into the fourth installation, swaying ripples and waves of light guide them with a mystical sound. Their senses of sight and hearing are completely immersed within the world of the artwork, becoming one with the ripples they created. In a space where only their senses are awake, the visitor is drawn closer to the deep reverberation created by resonance.

5^th Installation: Prism

In moments of deep immersion, visitors become one with the fifth installation, thus completing their journey. They are faced with themselves in a space filled with diverse colors, lights, and shadows. The sound of pebbles crunching underfoot, a magical atmosphere conjured up by a foggy mist and the soft movement of light all come together to flood their senses with the essence of the artwork. The many shades of the self are reflected by colorful lights that symbolize the origin of resonance, expressing Samsung’s human-centric Design Philosophy.

Upon completing their journey and coming to the end of the exhibition, guests can learn more about the history of Samsung over the past 50 years in the lounge area. Throughout that time, the company has strived to deliver meaningful experiences to consumers. At the heart of the ‘Resonance’ exhibition is Samsung’s deep desire to usher in a new tomorrow in design.

“Design” is a difficult word to define – it can encompass a range of meanings. Sometimes design is simply the shape of an object. At other times it is more abstract, like a user’s overall experience with a product. It can even be felt as an emotional resonance between the designer and the user.

Samsung Electronics designers take all these definitions into account when designing products. Their imaginations stretch from intangible elements, such as the UX (User Experience), to physical features, like the look and feel of the device.

Throughout the design process, all our designers have had a common goal in pursuing design that is “Inspired by humans, creating the future.” Samsung has long emphasized design as one of the company’s core assets, declaring 1996, “The year of the design revolution.” We want to tell a story about our philosophy and culture as well as our technology through our products, and to that end, we always put users at the center of design.

Designers meticulously designed the rounded edge of the Galaxy S10 to create a secure, comfortable grip. Galaxy S10’s new Infinity-O Display gives users a whole new experience when capturing footage or watching a video clip. Samsung’s One UI (User Interface) was devised to ensure consistent usability across all functions and services, allowing users to focus more on the important tasks. Designers carefully studied finger movements to ensure easy and fast access to key features of the device.

Change brings about new experiences. Not only does Samsung put users at the center of its design process, the company also deeply considers how to create meaningful change for users in their daily lives.

In 2019, millennials are the originators of social trends, and they value experiences over possessions. This generation boldly explores new discoveries and pursues individuality. Against this backdrop, we at Samsung are reaffirming our future direction, further committing ourselves to a user-centric design philosophy.

“Be Bold. Resonate with Soul.”

This motto illustrates our desire to nurture more compelling experiences and bring meaningful changes to users by creating bold and innovative designs. We aim to instill an authenticity and emotional resonance into our designs that permeates throughout people’s daily lives.

There are about 1,500 Samsung Electronics designers across the globe. These conscious pioneers will continue striving to make the world a better place as they design Samsung products, services, and technologies and deliver exciting experiences, meaningful stories and organic connections to users.

Samsung’s ‘Resonance’ Exhibition at Milan Design Week 2019

Samsung Electronics, today announced that it will hold its design exhibit, showcasing its user-centered design philosophy at Milan Design Week’s Fuorisalone 2019. The venue is located in Via Bergognone 26 in the Tortona Design District. As Samsung Design Center’s exhibition, ‘Resonance’ will showcase Samsung’s design philosophy under the new slogan, “Be Bold. Resonate with Soul.”

The company’s Digital Appliances Business is also showcasing “The Samsung 24hr Kitchen,” a unique installation that celebrates the renewed centrality of the kitchen as the heart of the home. The exhibition merges aspirational design and visionary food installations with Samsung’s refined built-in kitchen appliances. The 24hr. Kitchen is located at Brera Site in the Brera Design District.

“Our design philosophy is always inspired by people. With millennials representing a growing demographic and changing the consumer culture in unique ways, Samsung is reinterpreting its user-centered design philosophy in a modern way,” said Don Tae Lee, Executive Vice President and Head of Corporate Design Center at Samsung Electronics. “One way in which millennials show their distinctive lifestyle is how they constantly yearn to discover new things and take on challenges, which calls for bold approach and creative designs. We aim to install our authenticity and emotional resonance into our designs that permeates through people’s daily lives.”

The Design Showcases with “Be Bold. Resonate with Soul.”

Millennials bring new values, lifestyles, and mindsets to daily living. Samsung has long been committed to design excellence and suited for ever-evolving consumer tastes, putting people at the center of its design philosophy. With millennials becoming more influential culturally, Samsung is bringing new design concepts and application to reinterpret its core design philosophy.

Samsung’s ‘Resonance’ exhibition will showcase advanced connectivity and a multi-sensory experience built on the company’s technological leadership. The exhibit at Milan Design Week 2019 will take visitors to a maze-like space filled with iridescent lights where they can directly interact with the exhibition based on daily behaviors, such as breathing, talking, and touching – ultimately becoming a part of the exhibition. This is the resonance between artwork and the audience that Samsung is pursuing by enhancing interaction between people and objects.

Redesigning the Heart of the Home with a 24-Hour Kitchen

Samsung’s Digital Appliances Business is also attending Fuorisalone as an exhibitor for the first time. The exhibition will celebrate the renewed centrality of the kitchen as the heart of the home with the Samsung 24hr. Kitchen concept, an interpretive installation that features Samsung’s advanced built-in kitchen appliances. The exhibition is designed to demonstrate how the kitchen has become a dynamic hub at the center of consumers’ 24/7 daily routines.

Samsung 24hr. Kitchen Exhibition at Milan Design Week 2019

Designed in collaboration with internationally-acclaimed food designer Laila Gohar and the U.S.-based design consultancy, 2×4, 24hr. Kitchen showcases a single day spread across three connected rooms representing each phase of the day: morning, day and evening. The three phases of day will be seamlessly connected with a specially designed kitchen counter that twists from one room to the next, representing a full 24-hour cycle. The exhibition features Samsung’s latest built-in products, including the Dual Cook Flex oven, Induction cooktop, Twin Cooling Plus refrigerator, and WaterWall dishwasher. Visitors can also experience Samsung’s three built-in package lineups —Smart Kitchen, Black Stainless Steel, and Silver Stainless Steel. Each lineup combines Samsung’s technology with a modern, simple and sleek design approach. Samsung also integrates various TV products including The Serif and The Frame within the context of its 24hr. Kitchen exhibition.

“The kitchen has become a core part of millennial homes. It is the hub of their home, where they cook, eat, and connect with friends and families,” said Harry Choi, Senior Vice President of Digital Appliances Business at Samsung Electronics. “By showcasing the Samsung 24hr. Kitchen at Fuorisalone, we hope to strengthen the brand power of our built-in kitchen appliances while continuing to develop product innovations for consumers, whose lifestyles are continually evolving.”

Samsung’s ‘Resonance’ exhibition, open from April 9^th to April 14^th, is located in Via Bergognone 26 – Tortona Design District, Milan – and is free entry from 10 am to 8 pm.

The Samsung 24hr. Kitchen, open from April 8^th to April 14^th, is located at Brera Site — via delle Erbe, 2, Milan – and is free entry from 10 am to 8 pm.

For more news, photos and videos, please visit Samsung Newsroom during 2019 Milan Design Week.

About 2×4 Inc.
2×4 is a multi-disciplinary global design consultancy in New York City, founded in 1994 by Michael Rock, Susan Sellers, and Georgie Stout with intellectual and creative conviction that intelligent design can make an essential contribution to every level of cultural discourse. The focus of the studio is brand strategy and experience design for cultural and commercial clients from Nike, Target and Prada to Kanye West, MoMA. The work of 2×4 has been published globally and has been the subject of exhibitions at the San Francisco Museum of Modern Art and the Museum of Modern Art in New York.

About Laila Gohar
Laila Gohar designs unique culinary experiences in non-traditional settings. Based in New York City, her studio creates installations and events in conjunction with art, design, and fashion around the world. Using food as both an artistic medium and a tool for communication, she explores the nature of human interaction by creating convivial, multi-sensory experiences, drawing on historic methods of food preparation and food’s role in society. Her work can also be found on Instagram (@lailacooks) where she has over 100k followers.

The Seoul Design Office, located in the Seoul R&D Campus, serves as the starting line for Samsung Electronics design and the drawing board for all blueprints.

The office devises mid-to-long term design strategies and carries out various design projects to support Samsung Electronics in creating value for users through design and proposing a vision for the future.

Seoul Design Office Illustrates an Innovative Future for Samsung Electronics Design.

The Seoul Design Office plays a central role that guides the company-wide direction of Samsung Electronics Design. Furthermore, the office establishes a unique design identity for Samsung Electronics and formulates a systematic and strategic outlook for the future. Also, through the conception of innovative design based on breakthrough technology, the Seoul Design Office seeks to provide a brand new and meaningful lifestyle to our users.

Leading Samsung Electronics Design through a Mechanism of Connection and Communication.

The greatest minds in the fields of strategy, product, UX, graphic, and engineering design come together and create ingenious synergy at the Seoul Design Office. While carrying out various projects, designers of each business division constantly communicate with one another to successfully achieve design innovation. Also, by establishing a convenient UX that is unique to Samsung Electronics, the office makes the utmost effort for users to experience a seamless connection between Samsung products.

History

1971 Samsung Design Function Established : The First Evolutionary Step to Product Diversification (Affiliated with the Sales Division)

1991 Samsung Design Japan Founded (Japan)

1993 Declaration of New Management (Frankfurt) : Expansion of the Design Team with the Transition from Quantity-centric to Quality-centric

1994 Samsung Design America Founded (USA)

1996 Declaration of the Year of Design Revolution : Emphasis on the Importance of Design, Focusing Efforts to Develop Samsung’s Unique DI

2000 Samsung Design Europe Founded (UK)

2001 Corporate Design Center (Direct Report to CEO) Established

2004 Samsung Design China Founded (China)

2005 Milan Design Strategy : Re-Emphasis on the Importance of Design, Establishing a Global Design System

2008 Samsung Design Delhi Founded (India)

2015 Relocation to the Seoul R&D Campus : Independent Design Office Established

Corporate Design Center

The Corporate Design Center, a representative design organization that systematically executes company-wide design management, secures product originality and pursues user-centric advanced development. The center also fosters design talents with capabilities in convergence through design innovation that has its roots in global culture.

Experts in product, UX, graphic, and engineering design has formed a team to carry out a comprehensive design process that ranges from product concept exploration to design prototype development and verification. In addition, Global Design Offices have been established within the Corporate Design Center to develop avant-garde design through the global exploration and excavation of region-specific design and insight.

Design Strategy ∙ Planning

We aspire to develop an innovative design that is unique to Samsung Electronics in an everchanging era, by way of establishing a mid-to-long term design strategy based on Samsung Electronics’ design philosophy.

Cultivating Advanced Design

We search for progressive design that will set us apart from existing businesses. We explore mid-to-long term business opportunities that can lead and change the market through discovering breakthrough technology beyond the electronic industry and converging industries. Also, we strive to seek out and design ideas that can change the lifestyles of our users.

Enhancing Company-wide Cross Synergy

We developed design elements that are unified throughout company products, such as Icons and Fonts, to provide a single design experience for Samsung Electronics users. We also launched various UX projects to offer seamless user experience that is achieved from natural and organic connections between Samsung Electronics products. With research and exploration of innovative UX elements, we strive to elevate Samsung Electronics’ brand image through design.

Business Divisions

We guide users to a new lifestyle that is inspired by leading-edge design.

The Business Divisions, consisting of Visual Display, Digital Appliances, Health & Medical Equipment, Mobile Communications, and Networks, strives for unique user experiences and design values.

Visual Display Design

We present users with a design that provides one-of-a-kind experiences and values. Our state-of-the-art designs for TVs, monitors, various screens and AV systems radically transform the lifestyles of our users. Our team consists of Design strategists, as well as Advanced, Product, Graphic, and UX designers.

Digital Appliances Design

‘Designed by Thoughtfulness’ is our digital appliance design philosophy that embodies the solicitude we have towards our users. Our designers tirelessly draw inspiration from this philosophy to design all digital appliance products (refrigerators, washing machines, air conditioners, cooking appliances, vacuum cleaners) and services to create meaningful and delightful experiences for all.

Health & Medical Equipment Design

By implementing Samsung Electronics’ high-end IT technology to medical equipment, we develop cutting-edge health and medical equipment products that provide breakthrough in medical environments. Our designers, who are first and foremost user-centered, make the utmost effort to help define Samsung’s medical equipment as a brand that brings comfort to patients and convenience to the medical staff.

Mobile Communications Design

It’s all about the user when it comes to our design priorities. We project brand-new lifestyles to our users by providing innovative designs for devices our users need most; smartphones, tablets, wearables, and PCs. Our Product, CMF, Graphic, UI, and GUI designers persevere day and night in collaboration with strategists to achieve a pioneering design that sets the global standard.

Networks Design

Product, Graphic, and UX designers are behind the designs of our mobile communication systems and business communication solutions. We provide value to our users in the B2B market not only in terms of management efficiently, but also in convenient usability. We work ceaselessly to be up to speed with the changes in today’s mobile communication technology and develop designs that can offer exceptional, user-centered services.

Samsung Electronics has reinforced its position as a worldwide leader in technological innovation, announcing the launch of Samsung Design Latin America, located in the company’s regional office in São Paulo. Through this initiative, Samsung will conduct surveys with consumers throughout the region to gain insight on their needs, and utilize its team of highly qualified designers to develop products across a range of categories.

“We want to do more than simply innovate for innovation’s sake; we want to produce new designs that enchant consumers and have a positive impact on their daily lives,” said Vivian Jacobsohn Serebrinic, the Director af Samsung Design Latin America. “This is a bold new step for Samsung, as few multinational companies have design centers in this region focusing on mobile devices, TVs and home appliances.”

The Samsung Design Latin America team is interested in hearing what local consumers have to say and identifying their needs, in an effort to place themselves in consumers’ shoes and ultimately develop customized solutions. As Serebrinic explained, “This can be done through the adaptation of product features, whether it be hardware or software, or even through the creation of an entirely original product. Every solution begins with consumer empathy – not solely by listening to what consumers have to say, but by going deep down to capture how they feel about and interact with our products.”

Samsung’s Research and Development department, which counts over 65,000 employees worldwide, develops innovative new technologies by thinking of applications that will be relevant to users.

In that spirit, the Samsung Design Latin America team will meet with both typical consumers and so-called ‘extreme users’, such as chefs, to gain a thorough understanding of both groups’ respective requirements of specific products and identify any needs that have not yet been addressed. The team will focus on enriching the user experience by presenting products that are not only enchanting and entertaining, but also functional, easy to use, capable of simplifying daily activities, and able to adapt according to consumers’ behaviors.

“We utilize a great deal of design tools to transform the innovation process from the user’s point of view,” said Serebrinic. “We believe that ideas are not born ready to go, but are rather products of interactions with the consumers who help us hone our devices in accordance with their needs. This is another point that distinguishes Samsung. This user-focused approach to development allows us to design products that harmonize with the lifestyles of consumers throughout Latin America.”

From Regional Trends to Global Solutions

Latin American consumers prize innovation and their region is seeing an increase in internet access, leading them to demand faster and more effective technologies.

In addition to tailoring designs to meet local consumers’ needs, Samsung strongly believes that insights regarding new trends may be found in any corner of the globe. For this reason, and through studying the Latin American consumer, Samsung seeks to transform, through innovation, insights gained on regional trends into meaningful global solutions.

“Samsung is proud to be a part of Latin American consumers’ daily lives, and believes that the region’s rich and vibrant cultures contain valuable insights to offer the entire world,” said Serebrinic. “As we like to say, we develop locally inspired products that can become universal.”