Team Samsung Design Delhi

Samsung Design Delhi (SDD), one of the Global Design Hubs of Samsung Electronics, recently completed 15 successful years of its foundation in India. SDD established in March, 2008 with just 8 members in one small conference room, has marked a remarkable journey moving from taking small steps to giant strides to establish brand presence and recognition for itself across India as well as globally. SDD has played a pivotal role in creating some of the most innovative and award-winning designs for the company.

Over the 15 years, Samsung Design Delhi has grown from a small team of designers to world-class design centre working across a range of product categories, such as smartphones, digital appliances, visual display, and more. Apart from designing products, SDD has also been actively involved in exploring new design trends and collaborating with co-located local R&D centres, manufacturing units, marketing and product planning teams to create innovative solutions.

“SDD holds the diversity of India in its essence, bringing the creative energy from every corner of the country under the same roof to design for the world and future,” said Kushmita Gazmer, Young Design Researcher of ID Innovation, CMF & Research Part.

Locally inspired, globally desired

Founded with a vision to derive local innovative insights from India, SDD has evolved its presence in India and beyond. The SDD team’s key role is to sensitize Indian market, enhance local business and capture emerging opportunities in the South Asian market, as well as other regions worldwide, by creating innovative design solutions that elevate consumer lifestyles and experience that are both locally inspired and globally desired, with a focus on targeting young consumers. SDD has become one of the most strategic and reliable Design Centres for Samsung Electronics.

“SDD is best represented by its young & enthusiastic designers who are the voice of our emerging nation & thus pave way for the designing the next future experiences,” said Vanshika Saigal, Part Leader of UX Innovation, CX Strategy.

Global Design Awards

Samsung Design Delhi team has been awarded with the several prestigious global design awards such as, Good Design Award, iF Design Award & IDEA Design Awards for their outstanding contributions to the world of design.

Horizontal Curve Design Refrigerator differentiates itself from other refrigerators with its distinctive horizontal handle and an original crown-shaped design. The Horizontal Curve design REF is introduced in the most important and cost- sensitive segment in South West Asian market. This was evident from the amazing market response it received by selling more than 15K units in the first 7 weeks of its launch, which was more than any other competition single door refrigerator sales at the same time.

Samsung India Keyboard (2022 IDEA Silver Award winner) provides an optimized, faster and easier typing in 29 Indian languages across smartphones, Tabs, TV Keyboards. With the regional cohort growing exponentially, meaningful vernacular innovation becomes inevitable. With this user-friendly typing experience in regional languages, it allows Samsung to maximize its reach and create an inclusive and connected experience for its multi-lingual consumers.

These awards are a testament to SDD’s commitment to design excellence and innovation. The designers in SDD are dedicated to creating product & services that not only meet the needs of consumers but also push the boundaries of what is possible in terms of Design and meaningful experiences.

Samsung Design Delhi Studio Space

It was a day to look back on SDD’s journey since its establishment with 15 glorious years that have been passed since that day.  SDD MD, Mr. KD Park reminisced about the past and shared about the contributions and achievements SDD has been adding on to the manpower, list of achievements, areas SDD works in and specially a newly designed studio for open collaboration and innovation.

“As we complete 15 years, Samsung Design Delhi turned a new chapter last year with its brand new studio space. It is a bright open space that cultivates the right environment for innovation. The synergy and seeds of the innovation are driven through strong collaboration with our R&D centres across India & beyond. We bring together the epitome of creativity for our consumers from this new space,” said Mr. KD Park, Managing Director, Samsung Design Delhi.

As a part of the foundation day celebration, SDD also recognized the contribution of members who have been a part of SDD’s journey.

Watch Samsung Design Delhi’s journey here:

When you step into the all new studio of Samsung Design Delhi (SDD), in Noida, you get the feeling you are walking into an art gallery, not an office. The modern art work on the walls are all conceptualized by SDD designers and this space invokes a feeling of inspiration.

The new open studio has been designed by the people who work here, SDD designers, around the concepts of creativity, innovation and collaboration. It reflects the collective aspirations of everyone here.

Focusing on elevating the spirit of open innovation through design research, the SDD studio is strategically placed along with Samsung R&D Institute, Noida at Candor TechSpace.

This all-new studio of SDD challenges the traditional notion of how a workspace should be!

As you pass through the arrival experience, spaces seamlessly transition between the themes of creation, collaboration and celebration. Natural wood tones and the greens of the plants contribute to the bright, open feel of the office. The entire office space carries with it the feeling that ideas are sown and nurtured here.

Thoughtfully crafted open workspaces with height adjustable desks in wooden finish create a comfortable and spacious zone for designers to innovate and create. Expansive floor to ceiling windows bring in an abundance of natural light, creating an openness for the collaborative areas arranged alongside these windows.

These areas range from small and large huddle spaces to informal lounges tastefully designed with a variety of seating formats in neutral tones.

“Samsung Design Delhi is proud to turn a new chapter in 2022 with its brand new studio space. It is a bright open space that cultivates the right environment for innovation. The synergy and seeds of the innovation are driven through strong collaboration with our R&D centres across India & beyond. We bring together the epitome of creativity for our consumers from this new space,” said Mr. KD Park, Managing Director, Samsung Design Delhi.

Adjacent to the collaborative spaces is Rang (Color), the Color, Material and Finish (CMF) lab with specialized equipment that provides a sensory creative space for designers with a varied collection of mood boards and objects for inspiration.

The Ideation Room, Soch (Thought) has been strategically planned to enable cross company collaboration and synergy with key local stakeholders from Samsung R&D centers, marketing and consumer experience teams across India to align on a common vision.

The warm neutral ambience of the Social Lounge, filled with lots of natural light, gives a comfortable café like feel. It has been designed to offer an escape from work as well as provide spontaneous interactions, open communication, and rich collaborations.

Similar to the user centric design process of Samsung, this exemplary studio space of SDD is thoughtfully designed to enable a variety of social interactions and work styles, keeping its designers at the core.

At the other end of the studio is the Open Library which is filled with inspiration in the form of books, Indian artefacts, prototypes and snippets drawn from the design teams’ projects, their wanderings and their collective passions. This space is mindful of sensory stimuli and provides transition zones between working areas to enable designers to recalibrate their senses.

Transparency is maintained in every aspect of this studio space. The meeting rooms are partitioned through a clear glass allowing a seamless work atmosphere.

Each of these rooms have been named in Sanskrit after the key elements of Design: Disha (Direction), Bhaav (Emotion), Satah (Surface), Bindu (Dot), Aakar (Form). Through the studio space, you can see artworks made by SDD designers on the walls.

SDD is one of the largest Samsung Global Design studios alongside ones in London, San Francisco, Tokyo, Beijing, and Sao Paulo. It acts as a gateway to create holistic design solutions with authentic local inspirations to build globally successful products.

Samsung Design Delhi creates a complete product and service experience across smartphones, digital appliances, visual display and wearables. Designers at SDD, continually empathize with and consider customers’ lives as the DNA of their innovation, “Inspired by humans, creating the future”.