CEO and Head of DX (Device eXperience), Samsung Electronics

Just like how we are always on the move, the lifestyles and the values of consumers are also constantly changing.

With growing demand for smart homes and a sustainable future, consumers have shown that they no longer see functionality alone as the main priority when considering their appliance needs. Now, how an appliance makes life more sustainable, connected and stylish is just as important.

Across the electronics industry, companies are exploring more fulfilling customer experiences on these terms. Among them, Samsung is uniquely positioned to provide it. Thanks to our wide array of products from smartphones and TVs to household appliances brought together under our exclusive SmartThings connectivity platform, Samsung can provide an experience of the home that is not just innovative but also truly holistic.

This year, through Sustainable, Connected and Stylish Life, we are taking the foundation of Bespoke in the home and elevating it further, making eco-consciousness more intrinsic, harmonizing our diverse services and offering greater freedom in visual expression than ever.

Now, living a Bespoke Life allows you to create a home that not only caters to your unique needs but your values as well, empowering you to enjoy a more sustainable, connected and stylish life. This is the vision of Bespoke that I am excited to share with you today.

Sustainable Life — Make Sustainable Life Easy

How we live involves how we affect our environment. As more people pursue greener lifestyles and values and the importance of energy saving increases, there is a growing interest in how to realize sustainability in our daily lives. To make this possible, sustainability is more central to Bespoke than ever in 2023 with the vision to provide the most energy-efficient products and solutions.

The technologies we are showcasing at Bespoke Life 2023 are built on the idea that the simplest but most important step is making a change to how things work in everyday life. As well as reducing carbon emissions across the entire lifecycle of our products, SmartThings’ AI Energy Mode, can save energy up to 70% in various product categories, soon to be available in 65 countries this year. To help reduce microplastics — which have become a major contributor to marine pollution — we built upon our “Easy for Everyone” concept to develop the Less Microfiber Cycle and Less Microfiber Filter in collaboration with Patagonia.

Connected Life — Simplify Connected Life

With social distancing coming to an end, we are all getting back to normal life. Three years of restrictions, however, have reminded us all of the value of connection. In our fast-changing world, the era of hyper-connectivity has truly arrived.

With nearly 270 million people around the world using SmartThings to make household life easier and simpler, hyper-connectivity is made possible by appliances that work together to provide a unified customer experience in the home. Last year, we launched SmartThings Home with six services, and this year we announced a whole new world of connectivity under the theme of “Bringing Calm to Our Connected World.”

100% of our new Bespoke products support Wi-Fi connectivity. With these appliances that automatically adjust to more than twenty pre-set actions based on users’ daily routines, as well as enhanced security, we want to ensure that the Bespoke experience is seamless and adaptable to changes in users’ lives.

Stylish Life — Create Stylish Life

A more expressive, customizable home and a focus on choice has always been core to Bespoke, creating a stylish life by allowing individuals to customize their surroundings and belongings to reflect their unique tastes and preferences. Since its launch, over 3 million Bespoke refrigerators have been sold worldwide, which really shows how much people have been waiting for appliance to change.

To make our Bespoke products more personal, adaptable and long-lasting, Bespoke Life features easily changeable panel colors and textures for appliances, to keep pace with customers’ changing lifestyles and tastes without the need for full replacement.

Also, we are always pursuing collaborations that show just how creative and stylish interior design can be. Our new, limited-edition Bespoke refrigerator panels, designed in partnership with Italian creative studio TOILETPAPER, are an excellent example of the breadth of Bespoke style, finding new, unexpected ways to make daily life vibrant and engaging.

With demand for deeper personalization growing all the time, we want to empower individuals to personalize their homes through appliances that harmonize with everything else in the living space, and we will continue to launch collaborations with new artists.

Samsung Electronics Co., Ltd. will mark the beginning of a new chapter for home appliances today at Bespoke Life 2023, the company’s third annual showcase of the latest updates to its Bespoke lineup[1]. The livestream that happened on 7 June, 10PM on Samsung Malaysia’s official website, newsroom, and YouTube channel, offered an opportunity to discover how the company’s expanded “Bespoke Life” vision is transforming users’ lives through sustainability, connectivity, and design.

“Bespoke Life embodies Samsung’s commitment to making our homes and future more sustainable by reimagining the appliances we rely on every day,” said Jong-Hee (JH) Han, Vice Chairman, CEO and Head of the DX (Device eXperience) Division at Samsung Electronics. “By introducing new and creative ways for users to ‘Bespoke’ their life, our latest products and solutions empower anyone to enjoy a more sustainable, connected, and stylish lifestyle.”

Sustainable Life – Technologies That Make a Positive Impact

Samsung’s Bespoke Life concept was born out of the belief that home appliances are key to creating a more sustainable tomorrow. Accordingly, this year’s Bespoke event highlights Samsung’s efforts to further reduce carbon emissions across the entire product lifecycle. It also announced the launch of the new Less Microfiber Filter: a simple solution for minimizing microplastic emissions during laundry cycles.

From sourcing and production to distribution, usage, and recycling, Samsung is redesigning each stage of the product lifecycle to help reduce energy usage and carbon dioxide (CO2) emissions. Examples of the company’s efforts to recycle more resources include operating a closed-loop recycling center, incorporating bioplastic material from waste oil into Bespoke refrigerators’ storage baskets, and expanding its use of recycled fishing nets. Once products have been manufactured, they are shipped to users in Samsung’s eco-packaging, which began replacing plastic tape and coil with paper earlier this year.

To encourage a more sustainable living during the product use phase, Samsung continues to expand services that make saving energy effortless. Which is why, this year, five new Bespoke appliances, including refrigerators, washers and dryers, dishwashers, and air conditioners, as well as Samsung’s Eco Heating System, will feature an upgraded version of SmartThings AI Energy Mode that will soon be available in 65 countries[2].

In addition to promoting reductions in carbon emissions and energy usage, Samsung continues to take an active role in tackling microplastic pollution. After developing a laundry cycle that reduces microfiber discharge by up to 54%[3], Samsung and Patagonia have teamed up once again to launch the Less Microfiber Filter. The Less Microfiber Filter is capable of capturing up to 98%[4] of microfibers shed during laundry cycles. When used to wash two kilograms of laundry four times a week, the filter can help reduce up to 132 grams of microplastic discharge per person per year — an amount equivalent to approximately eight 500ml plastic bottles. The Less Microfiber Filter is now available in Korea and the U.K., and will roll out to other countries in Q3 of this year.

Connected Life – Paving the Way for Hyper-Connected Homes

To “Bespoke” one’s life is to optimize devices in ways that streamline and empower your routine. By strengthening connectivity across the lineup and expanding AI to more product categories, Samsung is paving the way for a new era of hyper-connected homes.

Combining Samsung’s latest SmartThings enhancements and AI technology, Bespoke products offer a seamlessly automated home experience — one in which devices learn users’ usage patterns and provide personalized automation based on their smart home configuration and lifestyle. To make it easy for consumers to enjoy those experiences, Samsung has announced that it is integrating Wi-Fi support into all new Bespoke appliances and will make connectivity a standard in all Samsung appliance lineups in the coming years.

Samsung has also announced the launch of the Bespoke Jet AI — the company’s most powerful[5] cordless stick vacuum cleaner, and the world’s first to be verified by UL(Underwriters Laboratories) Solutions, a leading independent safety science organization, for AI. Combining up to 280W[6] of suction power with a run time of up to 100 minutes[7] per charge, the Bespoke Jet AI offers the performance required to give one’s entire home a thorough clean. Its AI Cleaning Mode[8] intelligently monitors brush load and vacuuming air pressure to distinguish different cleaning environments,[9] including the floor type, and automatically optimizes settings such as suction power and brush speed[10] to maximize cleaning performance, usage time, and maneuverability. The vacuum also features a new All-in-One Clean Station that produces a powerful spinning cyclone to instantly and effectively[11] empty the dustbin.

Stylish Life – Taking Personalized Design to the Next Level 

The three million Bespoke refrigerators that have been sold worldwide since the lineup’s launch underline consumers’ resounding interest in appliances that offer more options and functionality than the old standards. Today, this rethinking of what appliances should offer users continues to define Bespoke design — a design approach that grows more dynamic and distinct each time it expands to a new product category.

As of this year, the Bespoke lineup now includes a total of 15 product categories available to consumers in 52 countries. Each expansion of the lineup presents an opportunity to cater to more lifestyles and needs. With this in mind, Samsung is expanding its Bespoke refrigerator lineup with the launches of the Bespoke 4-Door Flex with Family Hub+, as well as new side-by-side and top-mounted models. The Bespoke 4-Door Flex with Family Hub+ features a bezel-less, 32-inch touchscreen that is nearly twice the size of the previous model and includes even more convenient and entertaining multitasking functions. The new side-by-side and top-mounted models combine some of Samsung’s most advanced food storage technology with sleek and minimalist front panels available in a variety of colors and finishes.

In addition to launching the Bespoke AI^TM Washer and Dryer in the U.S. and Southeast Asia this year, Samsung continues to expand its personalization options to empower more people to customize their home. Currently available to all consumers in the U.S. since last year, Samsung’s MyBespoke customization service makes it easy for users to cultivate a kitchen look that truly reflects your way of life by using photos or artwork to create one-of-a-kind refrigerator panels. To further elevate Bespoke’s bold design ethos, the company has announced that the limited-edition Bespoke panels designed by Italian creative studio TOILETPAPER and first unveiled at Fuorisalone 2023 can be found at Samsung flagship stores in the U.K., U.S., and Korea.

To learn more about the next evolution of Bespoke, visit: BESPOKE Home | Samsung Malaysia

[1] Availability of colors, sizes and models vary by country.

[2] AI Energy Mode is currently available in 40 countries including the U.S. AI Energy Mode is planned for expansion in the following countries in June: Greece, South Africa, Dominican Republic, Luxembourg, Bulgaria, Slovakia, Argentina, Ireland, Estonia, Costa Rica, Croatia, Puerto Rico, Finland. Further expansion is planned for the following countries in September: Morocco, Saudi Arabia, United Arab Emirates, Oman, Jordan, Iraq, Israel, Egypt, Kuwait, Turkey, Tunisia.

[3] Tested with 2kg load of 100% polyester hoodies, comparing Synthetics cycle on Samsung Conventional model WW4000T and the Less Microfiber cycle on WW9400B. The results may be different depending on the clothes and environment. Tested by the Ocean Wise Plastics Lab.

[4] Tested at Ocean Wise Plastics Lab on the WW90T734DWH model (using Synthetic cycle, approximately 2kg load of synthetic textile laundry) comparing the amount of microfiber released with and without the Less Microfiber Filter installed. The amount is calculated by filtering drain water through a 50um filter. Results may vary depending on clothes and environment.

[5] Based on testing by the Korea Testing Laboratory, in accordance with the IEC62885-4: 2020 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to the stated suction power of cordless stick vacuum cleaners with 200W suction power available in the market (based on sales data between January and December 2022, as compiled by an independent market research institute).

[6] Based on testing by the Korea Testing Laboratory, in accordance with the IEC62885-4: 2020 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. The results were compared to the stated suction power of cordless stick vacuum cleaners with 200W suction power available in the market (based on sales data between January and December 2022, as compiled by an independent market research institute). Results may vary depending on actual usage.

[7] The stated run time is based on using a large capacity battery at the minimum power level with a non-motorized tool attached. Results may vary depending on actual usage.

[8] AI Cleaning mode related functions/performance will be continuously updated and upgraded through SmartThings.

[9] The ability to identify different cleaning environments can be affected by environmental conditions.

[10] The brush rotation speed (rpm) can only be adjusted when using the Active Dual Brush.

[11] Based on internal testing using various types of dusts. Results may vary depending on the actual usage conditions.

Showcasing some of the key aspects of the new Bespoke Life concept and foreshadowing a few of the upcoming innovations, the video below hints at the various ways users can enjoy sustainable, connected and stylish lifestyles with the latest lineup.

Ready to learn more about the next era of home living? This year’s Bespoke Life event will be streamed on Samsung Malaysia Official Website, Samsung Malaysia YouTube, Samsung Malaysia Newsroom and on June 7 at 10:00PM.

Samsung Malaysia Electronics invites you to discover our vision for the future of Bespoke and the expansion of your home life possibilities.

Bespoke Life 2023 will showcase Samsung’s commitment to transforming customers’ lives through sustainability, connectivity and design, delivering streamlined convenience and sustainable innovations that enrich customers’ daily routines.

Be sure to tune in to Samsung’s Bespoke Life 2023 livestream with us at Samsung Official Website and Samsung YouTube on 7 June, 2023, Wednesday at 10PM (Malaysia Time)! The livestream will also be available on Samsung Local Newsroom. Do make sure to share with your family and friends!