A designer explores the colour palette that inspired Samsung’s latest refrigerator designs

In India, flowers are more than just decorative elements, they are symbols of celebration, purity, and everyday joy. From vibrant marigold garlands at weddings to fragrant jasmine adorning doorsteps, flowers weave themselves into the very fabric of Indian life. It is this deep cultural connection that has inspired Samsung’s latest design story.

Samsung, India’s largest consumer electronics brand, has launched its new 183L Single Door Refrigerator range, featuring  two floral masterpieces – Begonia and Wild Lily.

In India, the begonia is cherished for its vibrant resilience in shaded gardens, while the wild lily has long symbolised purity and renewal in our traditions. Both flowers evoke a sense of beauty rooted in nature.

With these designs, crafted by the creative minds at Samsung Design Delhi (SDD) in collaboration with Digital Appliances Design Team, Samsung has redefined the aesthetics of single door refrigerators, turning everyday appliances into works of art that resonate with Indian homes.

Creative discussions at best

Designing for Everyday Luxury

The design team at SDD set out with a vision – to capture the timeless significance of flowers in India and reinterpret it for the modern home. The result is a collection that blends local cultural authenticity with global design innovation.

Bold Floral Motifs with Realistic Expressions: Strategically placed at mid-height, the Begonia and Wild Lily patterns create maximum visual impact, transforming refrigerators into statement pieces.

Lifelike Detailing: Intricate 2D and 3D elements evoke the richness of nature, with photo-realistic petals that appear almost in bloom.

Vibrant Colours: Available in red and blue, the range brings a burst of freshness and elegance to any kitchen.

“At SDD, we see design as a bridge between people and technology. With Begonia and Wild Lily, we drew inspiration from the cultural language of flowers to create something uniquely Indian. It is our way of celebrating the beauty of local traditions while delivering innovation that feels timeless,” said Yuran Kim, Managing Director, Samsung Design Delhi.

Blending tradition with modern design

Where Culture Meets Innovation

The collaboration ensured the product was not just visually appealing but also contextually meaningful. SDD, one of Samsung’s largest global design studios, is dedicated to creating design solutions that are inspired by human lives and reflect authentic local inspirations.

“Our inspiration was to create patterns that don’t just sit on the refrigerator but truly live with the consumer. The detailing of Begonia and Wild Lily is very intentional, placed at the eye level, bold yet calming—so that the refrigerator becomes a beautiful part of the home’s story, not just a background appliance,” said, Sudhanwa Chavan, Design Director at Samsung Design Delhi.

The final masterpiece: Bring Indian aesthetics home

Stories Waiting to Bloom

With this launch, Samsung has transformed the refrigerator into more than just a kitchen appliance—it is a canvas of culture and design, a daily reminder of the timeless beauty of flowers.

By combining cultural symbolism, modern innovation, and consumer insights, Samsung Design Delhi has once again shown how design can shape experiences and bring warmth into homes.

In every home, with Samsung’s floral refrigerators, there’s a story waiting to bloom.

Watch 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”.

Samsung Design Delhi (SDD) is located in Noida, part of the National Capital Region (NCR) that also includes Delhi, the capital of India. Noida is an industrial hub and SDD is strategically placed along with Samsung Research Institute, Noida. The design center is also located in close vicinity to Samsung R&D Institute India – Delhi (SRID) and Samsung India Electronics Ltd. (SIEL) manufacturing unit in Noida.

Noida is an industrial hub, located in the National Capital Region

SDD was established in March, 2008 to support Samsung Electronics’ HQ in South Korea, by validating Feature Phone design preferences with local users of the South West Asia region. SDD gradually expanded its design task force, from 13 people at the start, to over 50 designers in 2016. The majority of the designers are from tier 1 design universities in India, with a diverse design skill set such as UX, ID, CMF, graphics & packaging, research, and service design. Collaborative teamwork helps SDD produce holistic design outputs, with SIEL’s Sales & Marketing and R&D departments.

As a leader for emerging markets, SDD’s mission is to discover insights as an infinite design inspiration provider, design value to create globally successful products and drive the future to build new growth opportunities.

SDD Team

IM Product Design Team

The IM team lives up to its promise of creating desirable product solutions, offering core value and viable design for execution at Samsung’s production facilities. The Company’s design approach & process is highly research driven, empathizing with the growing needs and expectations of its consumers.

IM UX Design Team

The UX team undertakes research and supports the head office in South Korea with regional insight. Designers ranging in fields from GUI, UI, VI and research are involved from early stages of need-identification to feature conceptualization.

Graphic & Packaging Team

Starting as support for packaging line-up, the graphics team has advanced to creating localized packaging and visuals for all mobile models apart from flagship products. The team also undertakes logo and graphic design for local products as well as visual design trend research.

Consumer Electronics Team

The team creates CMF and UX designs based on local insights. It collaborates with the head office in South Korea and also with local partners to direct consumer centric innovations for local consumers and demands.

SDD’s Work

Galaxy J2

Galaxy J2 is a smartphone for consumers in emerging markets with unique design and UX features. The ergonomically formed grip that wraps around the entire device acts as a placeholder for your thumb and other fingers, providing a natural grip line. The Smart Glow emitting from the Ring Flash function is a form of establishing unique identity and self-expression especially for the youth of India. The lock screen and packaging especially reflect this glocal (Global + Local) sensibility, taking cues from the rich visual traditions of India.

S bike mode

S bike mode is a unique and easily adaptable app that gives priority to urgent calls while riding. The aim was to change the habit of riders of talking on the phone while riding. Once activated, only the urgent calls bypass through the auto-answering system filter. And to answer the call, the rider has to park his bike and come to a complete stop. The app was implemented in Latin America, the Middle East and South West Asia, following its success in India.

India localized Themes

SDD has created localized visual directions for an enhanced user experience. India specific artwork and thematic directions have been created as a part of the “Make in India” campaign, thus providing the user with a totally localized look & feel. These themes have been made available for both Android and Tizen platforms. These themes have been highly successful in the Samsung Theme Store, with downloads having crossed the 75,000 mark.

Activ Wash+

Activ Wash+ system includes a dedicated sink, which provides a convenient and unique space to hand-wash delicate items and pre-wash heavily soiled clothes. The Magic Dispenser specially designed to create a powerful water vortex, dissolves both liquid and powder detergent, spreading it evenly before a wash. It was the winner of “iF” and “Good” Design Awards for design excellence.

1-Door Wonder

The 1-Door refrigerator has a stylishly unique round-top design that has distinctive crown design and added extra space. It comes equipped with power cut resistant Coolwave cooling feature that keeps food chilled and frozen for 9 hours. Its ridged design also provides safe storage for bottles, a multi-utility door bin and FreshMax that provides extra space to store fruits and vegetables. It has a special divider to attach plastic bags and separate bottles, an auto close function and built-in deodorizer.

Dialogue between Patient and Hospital

The goal of Samsung In-Patient Solution is to create better medical service for the masses and for the doctors and nurses to be efficient and satisfied with their work. Launched in collaboration with Samsung Research Institute, Noida, the solution has been implemented in the Global Hospital in Mumbai. The solution is receiving positive feedback not only as a return on profit model from hospital administration, but also from patients and staff who participated in the pilot test.

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