Since the launch of the first-generation WindFree air conditioner in 2016 — the world’s first air conditioner to realize the functional innovation of WindFree Cooling — Samsung has continued to reshape the role of home appliances. The second generation expanded appliances into the realm of furniture, fundamentally changing the landscape of living spaces.

What changes, then, does the third generation of WindFree air conditioners bring after a decade of innovation? This year, Samsung introduced the new, AI-powered Bespoke AI WindFree Pro air conditioner, a unit that delivers cooling optimized to user environments and lifestyles. At the same time, its simple and restrained design offers a new interpretation of the relationship between appliances and living spaces.

The innovation and design excellence of the Bespoke AI WindFree Pro were further recognized by leading international design competitions, earning Winner awards at both the iF Design Award 2026 and the Red Dot Design Award 2026.

Samsung Newsroom spoke with Yuna Park of the HVAC Design Group and Sujong Kim of the Aesthetic Intelligence Group in the Digital Appliances (DA) Business to gain deeper insight into the journey behind the creation of the third-generation WindFree design.

“An Air Conditioner That Resonates With Its Surroundings”: A New Paradigm for 10 Years of WindFree Design Innovation

Q. It has been 10 years since Samsung introduced the world’s first WindFree design and changed the air conditioner paradigm. What was the design direction behind the new 2026 AI WindFree air conditioner?

Yuna Park: The key concept that defines the third-generation WindFree design is “resonance with space.” The 2026 Bespoke AI WindFree air conditioner uses radar sensors to precisely recognize both users and their living environments, delivering the most comfortable experience for each situation. Inspired by architectural elements, we removed details that unnecessarily draw attention and focused on creating a product that naturally blends into its surroundings through distinctive material expression.

“As technology becomes more advanced, appliances should blend into the background of a space rather than draw attention to themselves. The third-generation WindFree design creates a sense of unity that blurs the boundary between appliances and architecture.”
— Yuna Park

Q. What visual and structural changes were introduced in the newest Bespoke AI WindFree lineup and what design elements have been upgraded?

Yuna Park: While the second-generation design emphasized the aesthetic value of appliances through its “canvas design,” which framed the front of the product like a work of art, the third generation focuses on architectural expression that harmonizes with the entire space. We’ve simplified surface elements to their essence and redefined the relationship between function and space through refined dimensionality. The sculpted WindFree elements express the product’s functional evolution, while the areas that interact with surrounding furniture feature richer material expression to create a stronger sense of integration with the space.

A Minimalist Design Inspired by the Wall Itself: Bespoke AI WindFree Pro

Q. The Bespoke AI WindFree Pro blends naturally into the wall as if it were part of a single surface. It creates a very different impression from conventional wall-mounted air conditioners. Where did this design inspiration come from?

Yuna Park: Traditional wall-mounted air conditioners have been limited by complex internal structures required to deliver performance, resulting in segmented forms that often felt at odds with modern interiors. This time, we returned to the fundamental idea of an appliance that hangs on a wall. We applied the clean vertical and horizontal lines often found in architecture to the product’s form. The upper section, where people’s eyes naturally rest, was intentionally kept clean so it could visually merge with the surrounding wall, while the functional area where air is discharged was clearly separated and positioned at the bottom. By dividing the layout according to architectural proportions, we were able to create a clean form that blends into the wall as though it were part of it.

“I wanted to reimagine the wall-mounted air conditioner — often seen as something that disrupts an interior — as a beautiful architectural element that feels like part of the wall.”
— Yuna Park

Q. What was the most challenging aspect of maintaining powerful cooling performance while achieving the minimalist appearance of a wall-mounted air conditioner?

Yuna Park: The multi-blade system, which precisely controls airflow, is a complex structure that plays a critical role in the air conditioner’s performance. If exposed, it could easily disrupt the clean lines of the exterior. Therefore, achieving the right balance between performance and aesthetics required close collaboration with the engineering team from the earliest stages of development. One of the key challenges was eliminating the visual disconnect caused by the exposure of internal mechanical structures when the two blades operate. To address this, we incorporated a sophisticated secondary blade that complements the movement of the main blade. Even when the blades are fully open during operation, the internal structures remain naturally concealed, allowing us to maximize cooling performance while maintaining a clean appearance at all times.

Q. Since wall-mounted air conditioners are often installed in bedrooms, studies and other personal spaces, what was the most important consideration in selecting colors and materials?

Sujong Kim: Neutrality was our highest priority. Personal spaces tend to reflect individual tastes more strongly than shared spaces such as living rooms. To avoid imposing a particular mood, we eliminated prominent gloss finishes and bold patterns. Instead, we applied a subtle etched texture that softly absorbs light and reduces visual fatigue. For color, we selected Essential White as the primary option because of its broad appeal. We also introduced Soapstone Charcoal, a deep yet soft dark tone designed for global markets — where demand for darker interior styles continues to grow. Together, these finishes create a calm and restrained atmosphere.

Q. Are there any design details that consumers may not immediately notice but that you hope they will appreciate?

Yuna Park: To express the evolved identity of WindFree, we’ve carefully refined both the size of the WindFree micro air holes and the density of their arrangement. It is a subtle detail designed to create perfect visual balance within the product’s clean outline. Beyond the exterior, we also paid close attention to the finish quality of the internal structures. Even when glimpses of internal components are visible during operation, they are designed to appear visually organized and refined.

From Appliances to Spatial Value: Samsung WindFree Air Conditioners and the Pursuit of Sustainable Design

“I want to create a moment when users move beyond saying that the air conditioner has an impressive design and instead feel that their space — their home — has become more refined because of their WindFree air conditioner.”
— Sujong Kim

Q. Samsung WindFree air conditioners have become an element that helps complete the overall experience of a space. Looking ahead, where do you see the design heading and what goals would you like to achieve as a designer?

Yuna Park: As AI technology continues to evolve, appliances will become increasingly intelligent. What matters most, however, is not showcasing technology but delivering experiences that feel natural and comfortable to users. Future WindFree designs will continue to soften the mechanical presence of air conditioners and strengthen the sense of stability they bring to the relationship between people and spaces. As a designer, I will continue exploring new materials and design expressions that expand the user’s spatial experience. Ultimately, I want air conditioners to be recognized not simply as machines that manage air, but as distinctive objects that elevate the overall quality of a space.

Sujong Kim: Another important pillar is sustainability. The future direction of CMF¹ design lies in maintaining WindFree’s unique character and design integrity while actively incorporating recycled materials and environmentally conscious finishing processes. We also hope to explore the use of natural materials often found in premium furniture and architectural interiors, such as fabric, wood and stone. Our goal is to create products that feel less like appliances and more like original elements of the architecture itself. I want users to move beyond saying, “This air conditioner has a beautiful design,” and instead feel, “My space — my home — has become more refined because of my WindFree air conditioner.”

Behind the comfort we enjoy every day lies the tireless dedication and thoughtful craftsmanship of designers who continuously refine the technologies that support it. By advancing both performance and design without compromise, Samsung WindFree air conditioners continue to enhance the value of the spaces people create. Having redefined the role of the air conditioner with each generation, WindFree is set to continue its evolution.

1. Color, Material and Finishing. ︎

Visitors to the Samsung booth can experience first-hand the company’s leadership in HVAC technology, with the full Wind-Free cooling system lineup – comprising both residential and commercial units – showcased at the expo. Highlights include the Wind-Free 4Way Cassette, which was named a finalist in the Cooling segment of the 2019 AHR Expo Innovation Awards.

Samsung has also unveiled its complete range of ventilation systems specifically made for the North American market, including its Dedicated Outdoor Air System (DOAS) and Energy Recovery Ventilator (ERV). The DOAS system is used in conjunction with a Samsung air conditioner and treats 100% of the outdoor air to match the desired indoor room temperature and humidity levels, thus improving indoor air quality and reducing the load on other HVAC equipment in a building. The ERV system ventilates a room by transferring the indoor air’s thermal energy outdoors. Users can enjoy clean air thanks to the system’s special structure, which blocks pollution sources from flowing back into the room. The system also keeps the room temperature constant, so users can save on the operating costs of heating and cooling.

In addition, the company debuted a system air conditioner that strengthens connectivity with other smart devices and is equipped with Open Connectivity Foundation (OCF)-based Wi-Fi technology. Samsung’s IoT technology has facilitated easy-to-use and energy-efficient HVAC solutions, allowing users to control or monitor their air conditioner inside the home with their voice alone via Family Hub.

Inside the Wind-Free Experience capsules, visitors can enjoy Samsung’s Wind-Free advanced cooling technology and compare it against standard cooling technology

Guests gather to learn more about Samsung’s innovative IoT solutions for air conditioners

The Wind-Free 4Way Cassette harnesses a two-step operation that first lowers the room’s temperature to reach the desired conditions, then utilizes the unit’s 15,700 micro holes to gently and evenly disperse cold air in order to maintain a cool environment without wind.

Samsung’s Wind-Free residential air conditioners were also on display at AHR 2019, with the company strengthening its market leadership by expanding the units’ capacities from 9,000 BTU/h, 12,000 BTU/h, to 18,000 BTU/h, 24,000 BTUh.

Samsung Electronics, today unveils plans to leverage its industry-leading air conditioning solutions at Mostra Convego Expocomfort 2018 (MCE) in Milan, Italy from March 13 to 16 to strengthen its position in the European HVAC (heating, ventilation and air conditioning) market.

The biennially-held MCE is the largest HVAC exhibition in the world, drawing over 2,000 exhibitors and 160,000 visitors from around the world to showcase the latest industry technologies. At the expo, Samsung plans on continuing to promote its revolutionary and unique Wind-Free technology in Europe and will exhibit the full lineup of Wind-Free air conditioner units for both residential and commercial use, including the 1-Way and 4-Way units.

“Samsung is firmly positioning itself as an industry-leader in the global B2B market with our innovative products and exceptional technology,” said Charles H. Park, Vice President of Digital Appliance Business at Samsung Electronics. “We expect to leverage our expertise with HVAC technologies further in the European market with our acclaimed Wind-Free technology and IoT capabilities.”

The Wind-Free technology is one of the most outstanding innovations featured. After reaching the desired temperature with Fast Cooling mode, it then maintains the ideal temperature without any direct wind by gently dispersing cool and still air through micro air holes for a natural cooling effect through Wind-Free technology.

Samsung is also introducing both residential and commercial air conditioners that contain R32, an environmentally-friendly refrigerant alternative, to keep in line with the strengthened environmental regulations in Europe. When compared with the standard R410A refrigerant, R32 has only one-third of its global warming potential (GWP) and is characterized by its high-efficiency even in lower quantities.

Samsung is also displaying customized air conditioning solutions for specific environments at the exhibit by dividing the booth into specific zones: Residence, Office Building, Hotel, and Retail. Various B2B customers will have the chance to see the b.IoT server, Samsung’s unique integrated building management solution, as well as a SmartThings-based smart home that demonstrate Samsung’s vision of connected living.

Samsung also showcased a variety of air conditioning products such as the energy-efficient 360 Cassette, the circular air conditioner that provides even cooling with minimized direct wind. In addition, the small-capacity DVM S Eco HR, which can simultaneously operate cooling and heating in homes or small commercial spaces, will also be on display.

At the Samsung booth, visitors will be able to test the Wind-Free technology firsthand in the Wind-Free experience zone.

Do you know where the idea for the AddWash washing machine came from? You might be surprised to learn the product was originally developed specifically for consumers in Southeast Asia.

When analyzing Southeast Asian consumer needs regarding washing machines, Samsung Electronics learned that many individuals wanted a way to add an item after starting a cycle. Developed with consumer feedback and lifestyle habits in mind, AddWash was equipped with a small window on the main door that allows users to easily add a piece of forgotten laundry to the wash mid-cycle.

As a result, AddWash became a highly popular customized product. So much so that it even landed the ‘Design of the Year Award’ at the President’s Design Award in Singapore and also won the ‘Ergonomic Design Award’ at the Asian Conference on Ergonomics and Design. This shows how much Samsung is being loved among consumers as one of the most preferred home appliance brand in Southeast Asia.

Appliances Built to Satisfy the Tastes of Southeast Asia

Whether its eating habits in Thailand or entertainment preferences in the Philippines, Samsung Electronics believes that understanding local cultures and lifestyles is paramount to creating the best possible products and services. Here are a few examples of some additional Samsung products and technologies born from this principle:

Twin Cooling System^TM: Samsung’s innovative Twin Cooling System^TM technology was created based on the needs of consumers in select Southeast Asian countries, where many cuisines are defined by strong spices and pungent flavors.

In Vietnam specifically, many citizens enjoy putting ice in their beer. But because the cooling systems of conventional refrigerators often caused a mixing of odors, ice frequently tasted of other refrigerated items such as seafood.

With Samsung’s Twin Cooling System^TM, which controls the refrigerator and freezer independently, food odors are isolated, ensuring that ice tastes like ice and not like fish. It also expanded freezer space to reflect the needs of users in Vietnam and India, thus improving customer satisfaction and increasing sales.

Wind-Free Air Conditioner: Samsung’s first ever Wind-Free wall-mounted air conditioner, which integrates Samsung’s exclusive Wind-Free Cooling technology into its design, enables a cooler indoor climate and energy efficiency without the discomfort of direct cold airflow. This innovative product was designed for consumers in Southeast Asia, where air conditioners are used throughout the entire year.

Microwave Oven: Similarly, Samsung created a microwave equipped with a unique local recipe function, specialized for the Malaysian market.

Efforts like these have enabled Samsung to secure its position as one of the most dominant brands in Southeast Asia. Furthermore, the company’s localized products have not only been well received in the markets in which they were optimized for, but have also attracted global attention.

Understanding Users’ Future Needs, Today

To determine specific regional needs to develop such products, Samsung has a total of seven Product Innovation Teams and two R&D Institutes across ten countries. At these facilities, the company’s Product Innovation Teams continuously conduct extensive research to understand how different people approach and use technology today.

The Lifestyle Research Lab, which is one of core functions of the Product Innovation Team, looks beyond product behavior to discover evolving needs and values surrounding the family, work and education, as well as other societal and cultural trends. Keeping the environment, culture and consumer lifestyles of each region in mind, the teams forecast future ways of living and define opportunities for innovation. The Product Innovation Teams then use these findings when creating prototypes to unearth insights and develop concepts for game-changing products and solutions. AddWash, for example, was developed entirely at the Lifestyle Research Lab in Singapore, from the initial concept planning stages all the way to the product development stages.

Ultimately, the teams’ research findings help to accommodate the ever-changing needs of users in various corners of the world.

In line with its commitment to deliver meaningful innovations that add real value to consumers’ everyday lives, Samsung will continue to develop products and solutions optimized for the needs of each region around the world.