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.

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.

Last year Samsung’s European home appliances business grew five times faster than the market. As a result of this momentum, Samsung participated in EuroCucina 2018, a showcase for new trends, designs and technologies for European kitchens.

The European built-in market is worth $18.5 billion annually, accounting for 40% of the global built-in market. Samsung’s premium built-in appliances, equipped with and IoT technology, are positioned at the center of the market. The opportunity to experience the kitchen of the future at the Samsung booth attracted the attention of many visitors at the exhibition.

Consumer-Led Innovations

Samsung displayed its full built-in product lineup at EuroCucina. The range included its Twin Cooling Plus technology refrigerator, Virtual Flame cooktop and Waterwall dishwasher. The company also unveiled the new Dual Cook Flex oven at the event.

The Dual Cook Flex zone highlighted how the oven can adapt to the needs of its users. Its innovative Dual Cook technology, for example, allows independent access to the upper oven compartment without compromising on cooking performance in the lower compartment. With research indicating that European oven users are cooking multiple dishes simultaneously three times a week on average, the oven’s Dual Cook system allows users to set different temperatures and time settings for each compartment, giving them greater control over simultaneous cooking.

Dual Cook Flex offers a range of IoT features. Consumers can remotely preheat, monitor and control the oven from anywhere with the SmartThings app. What’s more, the Cooking Guide makes setting recommendations based on ingredients and type of food being prepared.

The booth also demonstrated how Samsung’s industry-first innovations in the home appliance market provide a seamless experience and make a real difference in the kitchen. Samsung’s Twin Cooling Plus technology, which independently controls the refrigerator and freezer, was showcased in a transparent display to best illustrate how the system works. There were also zones exhibiting the Virtual Flame cooktop, an induction stove that mimics the appearance of flames to provide more intuitive visual control over the heat, and the WaterWall dishwasher that delivers remarkable cleaning results with a streaming wall of water.

Seamless Kitchen Connectivity

As people spend more of their time at home in the kitchen, and the space fulfills more roles than ever before, smart technology has become increasingly more important. Yet digitization of the kitchen has been slower than other key spaces of the home.

In addition to exhibiting the IoT capabilities of the Dual Cook Flex oven, Samsung demonstrated the seamless connectivity of key home IoT products at EuroCucina 2018.

On display was the latest generation of Family Hub integrated with SmartThings, Samsung’s IoT platform, which offers seamless connectivity between any IoT device using one app and a single cloud that manages all your devices. The smart refrigerator provides a center point for connecting all devices in the home, and is equipped with features such as Bixby, Meal Planner, Shopping List and Recipes to enhance your smart cooking experience.

Recent strides towards connectivity and innovation have resulted in 90 percent of Samsung products, including smartphones and TVs, being IoT-applicable. Thanks to the company’s collaborative efforts based on the Open Connectivity Foundation, the SmartThings ecosystem is operable and compatible with even more devices and brands.

“We are fully committed to ensuring that all our products are not only IoT ready, but also intelligent by 2020,” said HS Kim, President and CEO of Samsung’s Consumer Electronics Business, at the press conference on April 18^th.

Stylish Built-in Design

With premium designs such as Samsung’s black stainless-steel built-in packages, the exhibit modeled the streamlined look of the modern kitchen, which couples elegant design with intelligent technology.

Based on a philosophy of thoughtful design, today’s kitchen embraces simplicity, timelessness and an aesthetic that emphasizes minimalism while maximizing usability. This “Flat Design” favors clean lines, hidden displays and seamless integration. Samsung’s built-in appliances, such as its premium flat design refrigerators, have a precision engineered flat face which sits flush to the counter front.

Samsung Electronics acquired the luxury US built-in brand ‘Dacor’ in 2016 and has worked with various other partners, such as Nolte in Germany, and Sacvolini and Venetacucine in Italy to increase the competitiveness of premium built-in appliances as part of the company’s commitment to ‘bring the kitchen to life’. As well as displaying the ‘Dacor Modernist Collection’, Samsung also collaborated with numerous European luxury brands such as Nolte at this exhibition. Amongst these designs, the Dacor built-in refrigerator, which imbues a sense of luxury with its porcelain inside, has attracted significant attention.

Integrating smart technology with appliances and pursuing further innovations will transform the way we cook and interact in the kitchen, as Samsung aims to provide a more seamless, connected experience throughout the home.

Samsung Electronics today announces its first participation in the biennial EuroCucina 2018 in Milan, as part of its commitment to strengthening its presence in the European market. Samsung’s exhibit aims to elevate the company’s brand image and reputation among consumers in the region with products that make a real difference to consumers’ lives.

“We’re very pleased to be showcasing our latest appliances here at EuroCucina in Milan for the first time,” said BK Kang, Samsung Electronics’ Executive Vice President, Head of Global Sales & Marketing, Digital Appliances Business. “We hope our participation at EuroCucina signals our dedication to providing innovative home appliances that bring kitchens to life and give consumers real benefits they can experience every day.”

Consumer-centric Innovation with New Dual Cook Flex

Samsung is introducing its full built-in product lineup at EuroCucina, and among the range of unparalleled kitchen solutions is the brand new Dual Cook Flex oven. Its EU-industry-first innovation “Flexible Door” gives consumers independent access to the upper oven compartment without losing heat and compromising cooking performance in the lower compartment. The upper and lower compartments can even be used as one bigger compartment for large dishes by removing the divider.

Dual Cook Flex also makes it easier to prepare multiple dishes using the Dual Cook system. Consumers can set two different temperatures and times for each compartment to achieve the best taste possible during simultaneous cooking. The Dual Cook also prevents odor mixing between compartments, ensuring optimal cooking performance. Enabling consumers to use the upper compartment only, the Dual Cook also enhances energy efficiency by cutting down preheating time and overall energy usage.¹

Dual Cook Flex offers a range of smart features for optimized cooking. For example, consumers can conveniently start preheating the oven and remotely monitor and control cooking conditions while on the go via the SmartThings app. In addition, the Cooking Guide recommends the best cooking mode, temperature, and cooking time based on the ingredients and type of food being made.

Smarter Living with AI/IoT Solution

As part of Samsung’s presence at EuroCucina, there will be demonstrations of how key home IoT products work together seamlessly. Samsung plans to maximize its smart/IoT leadership by providing customized smart solutions. Visitors will be able to experience Samsung’s unique home IoT technologies through Family Hub and its smart built-in offerings.

On display will be the superior smart connectivity of the Dual Cook Flex and the latest generation of Family Hub that is integrated with SmartThings. Family Hub gives consumers an easy, convenient and harmonized experience for connecting all smart devices in the home, with features like Bixby, Meal Planner, Shopping List, and Recipes that provide real life smart experiences in the kitchen.

Innovative Technology and Flat Design in the Kitchen

At the Samsung booth, visitors will be able to experience and understand the company’s unique kitchen technologies. This includes the WaterWall dishwasher that perfectly cleans all dishes from corner to corner, and Virtual Flame cook top, which provides the intuitive visual control of flames. Samsung’s Twin Cooling Plus technology will be showcased as well, in a transparent display to exhibit how the system controls the refrigerator and freezer independently.

In addition, Samsung’s premium designs will also be on display, including flat design, a minimalist design that seamlessly harmonizes all lines into one and maximizes usability. Samsung also displays its black stainless-steel built-in package and Dacor’s Modernist collection.

To further demonstrate Samsung’s innovative and smart appliances, Samsung will host a launch conference for partners and media on April 18^th at the Auditorium of Salone del Mobile and an exclusive Samsung Club des Chefs cooking show the same day, led by Michelin-starred chefs at the Samsung booth in Hall 15. EuroCucina, and its ancillary Technology for the Kitchen Event, runs as part of Salone del Mobile Milano from April 17^th to the 22^nd.