This 3-part series will introduce the journey Bespoke has taken so far as it evolved to deliver greater value by expanding the capabilities of home appliances.

As Part One in this series, this article will detail the decisions behind the design innovations that evolved the Bespoke design ethos, from colours and cultures to true customisations.

Adding Colour and Texture to “White Goods”

The Flat Style minimalist design philosophy – the theory that simple, clean lines and flush surfaces would be ideal in matching modern home décor – was the driving inspiration behind Bespoke Home appliances. Such designs could easily fit into any modern kitchen concept creating a sense of cohesion with the surrounding space, while customisable façades on the exterior would allow consumers to express themselves through a variety of striking colour options and material finishes.

Refrigerators were the first appliances in the Bespoke journey of elevating the home appliance designs. Since then, Bespoke has expanded to the rest of the home to include an entire kitchen package, including ovens, dishwashers and cooktops, as well as living and laundry appliances such as vacuum cleaners, washers and dryers.

▲ Bespoke product line up in EU

It became clear very quickly that the Bespoke design concept resonated with users who wanted their appliances to reflect their own diverse tastes, and even the industry took notice. In 2020, the Bespoke refrigerator won NYCxDESIGN Awards in the Kitchen product category and was selected as an honoree at CES 2021 in recognition of Bespoke’s creative use of design in offering users a way to easily personalise their appliances. Bespoke appliances received a silver award and Best-in-Show honors at the International Design Excellence Awards (IDEA) in 2021 and  gold at the International Forum (iF) Design Award in 2022.

Later, Bespoke would expand into more kitchen appliances and then the rest of the home with living appliances, introducing more colour and material options. The team behind Bespoke’s designs decided that a continuous cycle of new colours for Bespoke appliances would make it easier for users to find the design that best reflected their unique lifestyle.

For users who may find deciding on home décor daunting, in 2021, Samsung introduced the Bespoke AI Recommendation service in Korea. This service helped make appliance designing more accessible with the help of AI. Users would upload photos of their homes or designs they liked, and the AI would analyse the images to come up with colour recommendations that fit best in that environment.

As bold as these appliances were in a sea of “white goods,” however, Samsung knew the vision could not end with just colour and material options. With Bespoke, true customisation is more than choice – it’s also about personalisation.

From Colours to Culture

Diving deeper into the Bespoke design vision, Samsung sought to highlight key identifying factors shared by all Bespoke users – a sense of belonging through culture. Collaborating with artists from a wide range of disciplines as well as Bespoke users themselves, Samsung wanted to reflect cultures from around the globe onto Bespoke refrigerator panel designs.

This year, Samsung introduced the Union Jack flag as a new design option for Bespoke refrigerators in the U.K., recognising the 70th anniversary of Queen Elizabeth II’s accession.

In  May last year, Samsung held design contests on social media in collaboration with designers, including award-wining British interior designer Kelly Hoppen CBE and London-based designer Yinka Ilori. The contests were themed around two of the most important passions in the kitchen – inspirational designs and inspirational food. In Europe, through the #BespokeDesignedByYou design challenge, Samsung invited users to share their own unique refrigerator designs based on how Bespoke sparks creativity at home in the kitchen. In the U.S., Samsung launched the #BespokeDinnerParty challenge, where users shared their perfect Bespoke dinner party plans with cocktails, flower arrangements, dinnerware and food inspired by bold Bespoke colours.

Before that, many artists took part in developing Bespoke’s designs. French illustrator Hérem added European architecture into the design, while American artist Rementer added colourful portraits of diverse communities through the lens of pop art. Danish design company HAY experimented with natural food-inspired colours, and American artist Alex Proba expressed joy and happiness with colourful patterns and shapes inspired by nature.

These artist and user-involved design experiences would serve as a prologue to the next evolution of Bespoke’s designs.

▲ Limited-Edition Bespoke Jubilee Fridge Freezer in the UK

The Next Level of Bespoke Customization

If using colours offers users a way to be expressive and identify with cultures through a sense of belonging, the next level in Bespoke designs would be true self-expression. As such, Samsung is now offering users a truly self-expressive Bespoke customisation experience from start to finish.

Bespoke’s concept of true customisation began to take shape with design contests worldwide. The excitement and enthusiasm expressed by the participants from these contests inspired the beginning of the digital printing service called MyBespoke in the U.S.

With MyBespoke, Samsung will arrive at the latest evolution of Bespoke design, shifting from self-expression through preselected options to a truly Bespoke customisation experience where users can create their own designs from scratch.

At the start of Bespoke’s design journey was the vision to inspire users to personalise their homes with designs that truly reflect who they are. With the MyBespoke launch, Samsung is one step closer to making that vision a reality. Samsung will continue to innovate to expand design, experience and customisation to make life at home more expressive and enjoyable.

▲ MyBespoke

Stay tuned for the rest of the installments in this series. To learn more about Bespoke appliances, visit Samsung.com.

“We at Samsung are pleased to be back at the EuroCucina event, this year showcasing our all-new Bespoke Home 2022 lineup of products for the European consumers,” said Martin Kanghyup Lee, Executive Vice President and Head of Sales and Marketing, DA, Samsung Electronics. “We are excited for visitors of EuroCucina 2022 to enjoy a comprehensive look at how our latest innovations come together to offer leading home life experiences.”

On display at Samsung’s near 800m² booth, a host of appliances will showcase the versatility of Bespoke products in various themes including modern and European stylings. At this first showcasing of Bespoke Home products in Europe, visitors will be able to see the full lineup of appliances that make up the Bespoke Kitchen Package, including the all-new Bespoke AI oven. Making its entrée in the European market, the oven features an intuitive AI technology and an advanced steam cooking function that make preparing meals more convenient. Also making their debut will be Bespoke’s living appliances including the Bespoke AI laundry, AirDresser and Bespoke Jet.

In addition, attendees will be able to experience how Bespoke products can intelligently work together to automate everyday tasks with Samsung’s SmartThings Home Life at the center. Acting as a hub for six major home services, the all-new SmartThings Home Life will provide a more purposeful and convenient homelife.

Visitors will also be able to explore an exhibition zone dedicated to Bespoke’s 2022 sustainability vision, one which prioritises sustainability throughout every aspect of the product lifecycle – from production and delivery through to product use, and finally, disposal. From energy-saving product innovations to eco-conscious manufacturing and recycling initiatives, Samsung is incorporating sustainable practices into every aspect of this year’s Bespoke lineup.

To learn more about the new Bespoke lineup, be sure to tune into Samsung’s globally online media event Bespoke Home 2022 on June 7 at 4 p.m. CEST, 10 a.m. EDT and 11 p.m. KST livestreamed at Samsung Newsroom, Samsung.com and Samsung YouTube.

“At Bespoke Home 2021, we unveiled home appliances that offered customers personalization through customization, flexible functionality and connected living,” said Kanghyup Lee, Head of Sales & Marketing Team of the Digital Appliances Business at Samsung Electronics. “This year, we are excited to showcase how Bespoke is expanding to offer consumers new experiences in and out of the kitchen, even more connected convenience and our efforts towards sustainability.”

Expansion of Space

Bespoke is expanding from within the walls of the home to the world, soon making Bespoke appliances available in more than 50 countries. Adding to that, Samsung will extend its Bespoke product lineup to the entire home with various product categories equipped with upgraded functions and new colour options.

At its core, Bespoke’s evolving designs are meant to inspire consumers to create personalised homes that truly reflect their diverse tastes and aesthetics, no matter where their home may be. With the Expansion of Space ethos, Bespoke is bringing that vision to life.

Expansion of Experience

As connected experiences at home have shifted from novelty to everyday interactions, Bespoke is simplifying the connected home by bringing six smart home services together – Cooking, Energy, Clothing Care, Pet Care, Air Care and Home Care. Along with this, an updated Family Hub service coupled with enhanced AI is seamlessly bringing automated convenience into the lives of users.

Expansion of Time

Following the expansion of space and experience, Samsung is creating sustainable solutions for products throughout their entire lifecycle, from product design to disposal.

Join Samsung at the exhibition booth at EuroCucina in Milan at Fiera Milano, Rho in Italy to learn more about everything new for Bespoke Home this year. You can also find out more about the Bespoke Home Media Day event set for June 7 at 16:00 CEST (23:00 KST / 10:00 EST). The Bespoke Home Media Day 2022 event will be streamed on Samsung’s global YouTube channel, Samsung Newsroom and Samsung.com.

For more information, please visit Samsung.com and Samsung Newsroom.

Bespoke Home 2022 will showcase Samsung’s latest Bespoke products and services that are set to provide users with customisable, flexible and innovative home solutions able to match their daily lifestyles and changing needs.

Be sure to tune in to the global livestream to learn more. Bespoke Home 2022 will be streamed live on Samsung Newsroom, Samsung.com and Samsung YouTube on June 7 at 15:00 BST.

London, UK – 6^th December 2021 – Samsung Electronics Co., Ltd., is announcing it has teamed up with The Tetris Company to launch Samsung Stackers, a limited-edition food storage range inspired by the world-famous puzzle game Tetris®, to help reduce household food waste.

The first-of-its-kind storage solution set will include all seven iconic Tetrimino shapes and colours (cyan, yellow, purple, green, blue, red and orange), making it easier than ever to store food efficiently and safe in your fridge or freezer in a fun and completely unique way, with all profits going to the European Food Banks Federation.

Food waste is a growing concern as reported^[1] levels of self-reported food waste have rebounded and are now back in line with pre-pandemic levels. Three in ten people (30%) admit to having higher levels of food waste compared to pre-pandemic (20%) as a result of undertaking fewer food management behaviours like batch cooking and using up leftovers.

Using the colourful and nostalgic Tetris shaped designs, customers will be able to stack the Samsung Stackers set in their fridge just like in the game. Whether it’s up, down, left or right, the food storage set is perfect for optimising the space required for food leftovers by using space more efficiently to avoid throwing things away. Ahead of the festive season, the Samsung Stackers set also doubles up as the perfect present for gaming lovers, foodies and eco warriors looking for something truly unique this Christmas^[2].

Just like the Stackers set, Samsung’s Refrigeration range offer endless customisability both inside and out. Whether it’s the versatile ‘Wine Shelf’ or the large capacity thanks to SpaceMax technology – it’s a collaboration fit for purpose. These innovative features can be found in Samsung’s Bespoke Refrigerators, a collection of completely unique fridge freezer combinations hailed for capacity, convenience and customisability. This limited-edition range comes amid European-wide research by Samsung^[3] that revealed over half of Europeans (54%) admitted that a better food organisation system would help them reduce their food waste and two thirds (64%) believe their food would last longer if they stored it correctly.

Tim Beere, Senior Category Lead Cooling at Samsung Europe says: “At Samsung it is our mission to develop lifestyle products and solutions that help consumers manage and run their lives better, including reducing their food waste. That’s why we’ve teamed with up The Tetris Company to launch Samsung Stackers, a totally unique storage solution that provides an entertaining way to store food. Not only do the Samsung Stackers look great and fit perfectly in our fridges, but they also provide our customers an even more efficient way of optimising the storage space available, all while supporting European Food Banks Federation’s fight against food waste.”

Maya Rogers, President and CEO, at Tetris says: “We’re delighted to partner with Samsung to create Samsung Stackers and offer fun-filled solutions to fridge organisation with a dose of Tetris nostalgia. It’s great to see the Samsung Stackers bring our beloved puzzle game to life and we can’t wait to see how customers turn their ordinary fridge and freezer spaces into a real-life Tetris game. What’s more, with all profits going to the European Food Banks Federation, it’s an incredible opportunity to help tackle food waste in more ways than one.” 

The new Samsung Stackers will be available in the following European countries: Romania, Serbia, Croatia, Slovenia, Spain, Czech Republic, Slovakia, Italy, Hungary, Greece, France and the UK.

Customers looking to find out more about the fun and efficient new Samsung Stackers range can visit samsung.com/tetris. Those wanting to purchase a set can do so for £20.00/€25.00, with all profits going to European Food Banks Federation, a non-profit organisation representing a network of 335 Food Banks across Europe committed to preventing food waste and reducing food insecurity.

The European Food Banks Federation has witnessed significant increase in demand in the need for food over recent years, with expectation for it to continue to grow year on year. In 2020 alone, the network of charitable organisations receiving food from the members of the European Food Banks Federation assisted a total of 12.8 million people in need, a rise of 34.7% compared to pre-pandemic levels in 2019. As a result, the organisation’s European members recovered, collected, and redistributed 860,000 tonnes of food, most of which would have otherwise been wasted, an annual increase of 12% from 2019, to support charities helping those most in need.

[1] WRAP’s Food Waste Trend Survey 2021

[2] Each unique Tetris^TM container will use the following material and adhere to food regulations; 100% OPP: CAS number of PP material is 9003-07-0/Recyclable. Outer packaging is fully FSC certified.

[3] Samsung’s European research conducted in 11 countries with 20,000 respondents by 3gem. Monetary waste in each country was calculated based on respondent’s average weekly spend across all categories and estimated average consumption/waste across all categories. Yearly figure then calculated by multiplying by the number of weeks in the year.

LONDON, UK – July 1, 2021 – Iconic British fashion designer, Charlie Casely-Hayford, has teamed up with Samsung UK to create a series of limited-edition garments to celebrate the launch of its exciting new modular and customisable Bespoke Refrigerator range.

Available in 14 colours, and with a playful ability to combine duality with personalisation, the launch of the new Bespoke Refrigerator range was the inspiration for Charlie’s fashion brand Casely-Hayford’s new collection – fusing sleek design with boxed edges to create a selection of limited-edition, premium, ready-to-wear items.

Casely-Hayford is best known for his bespoke tailoring, along with a style aesthetic that embodies duality and authenticity; but the beauty of this partnership is the focus on personalisation. Following a recent survey, with 40% of people still claiming that the way they dress is very or extremely important to their identity*, Charlie’s vision is to create designs that will look and feel more personalised to each customer, with options to wear standalone pieces or create more bespoke outfits through innovative detailing that allows for more modular design options.

Commenting on the launch of the new Bespoke fashion collection, Charlie said: “Modularity is something I’m hugely passionate about. My vision is to design clothing that allows people to build a wardrobe that’s fit for the future, through pieces that can be styled in different ways to create fresh looks every time. Bespoke fashion is my passion and partnering with Samsung on this collection has allowed me to explore new concepts and colour combinations, whilst staying true to my design aesthetic. I’m excited to see these hybrid designs come to life in an innovative way; it also proves that inspiration can literally come from anywhere”.

Samsung Bespoke x Charlie Casely-Hayford Collection

Charlie has created a unique 3-piece modular collection with detachable and reversible elements to inspire multiple complementary looks. Using a sophisticated colour palette, perfectly paired with the tones and modularity of Samsung’s Bespoke Refrigerator panels, Charlie infuses his modern design ethos with Samsung’s innovative styling to create a set of highly customisable and unique garments. A recent survey** noted that “people are looking to invest in essential workwear pieces, which they can wear comfortably while also looking and feeling good”, reflecting Charlie’s design concept of being relaxed yet fashionable. Each piece has its own multi-use detailing, making it easy to match the personal styles of every individual.

Malika Jacket: The first piece in the collection is a reversible single-breasted blazer in a trendy soft lavender shade to imitate the glamorous Bespoke lavender fridge panel. The lavender side holds a smooth, shined finish that can be reversed into a matte, muted, sleek non-pocketed blazer in navy. Both sides can be left open or simply fastened with a single button, perfect for a day to night look.

RRP: £695

Maria Shirt: The second piece in the collection is a customisable, clean white shirt, based on a previous design created by Joe Casely-Hayford OBE. This reinvented classic can be altered to a customer’s own style and sense of occasion. The detachable sleeves and collar allow the piece to be versatile in all weather conditions, as well as suitable for a multitude of different social and professional outings.

RRP: £395

Lea Trousers: The final showstopping design in the collection is a tailored trouser in luxurious glam navy which has a unique additional skirt attachment to assemble a standout look. This piece exemplifies modular fashion offering wearers total flexibility.

RRP: £365

Commenting on the partnership, Dan Harvie, Vice President, Head of Home Appliances, Samsung Electronics UK Ltd. said: “Charlie and the Casely-Hayford team were the ideal partners to help us launch our new Samsung Bespoke Refrigerator range. It might sound unusual to pair fridges and fashion together, but Charlie’s Bespoke-inspired collection perfectly encapsulates our vision of combining elegance, multi-functionality and modularity in our products. In doing so, his collection demonstrates beautifully how a modular, customisable style aesthetic is as desirable in the world of fashion as it is in the kitchen.”

Reinventing and Reworking Style

Charlie’s inspiration comes from his father’s mantra of ‘slow fashion’, and he has worked hard to re-evaluate what this means for his line of clothing, emphasing the importance of customisable clothing in realising this vision. This design ethos has always been in his DNA however, as Casely-Hayford pursues his philosophy of building modular fashion pieces to allow customers to create future-fit wardrobes. This new collection, created with Samsung, brings this to life, effortlessly reflecting the innovative style and colour features of the Bespoke Refrigerator range.

Bringing the ‘Bespoke Home’ Vision to Life

Products from the Bespoke Refrigerator range are the first items available from Samsung’s innovative Bespoke portfolio, announced in May 2021 as part of the brand’s vision for the modern-day home – the Bespoke Home. The Bespoke Home is one adorned with appliances that are beautifully designed to suit a multitude of customer preferences but, at the same time, fully flexible to respond to the evolving tastes and lifestyle needs of individuals.

For more information, please visit:

•   www.samsung.com/uk/refrigerators/bespoke-eu/

Notes to Editors:

• Collection available to buy from https://casely-hayford.com/

*Canvas8 research – How is style impacting Briton’s moods in lockdown “people are looking to invest in essential workwear pieces, which they can wear comfortably while also looking and feeling good”

**Canvas8 research – How is style impacting Briton’s moods in lockdown “40% of people still claiming that the way they dress is very or extremely important to their identity*”

“We are delighted to announce the global expansion of our Bespoke lineup, offering comprehensive lifestyle solutions to empower consumers who are exploring their emerging lifestyle needs,” said JaeSeung Lee, President and Head of Digital Appliances Business at Samsung Electronics. “It is our mission to develop products that help consumers manage and run their lives better.”

The Customisable Fridge Goes Global

The Bespoke refrigerator lineup is expanding to North America, Latin America, Europe, CIS, the Middle East, and select regions across Asia and Africa. Bespoke comes in over 20 original colours and seven finishes worldwide, providing a generous number of combinations to choose from. The Bespoke refrigerator also offers Samsung’s trademark large capacity, convenience, and powerful cooling performance.

In North America, consumers can choose from a 4-Door Flex, a 1-Door Column, or a 2-Door Bottom-Mount Freezer. Samsung created a variety of unique metal colours for the region, including Champagne Rose Steel, Navy Steel, and Matte Black Steel.

In Europe, Bespoke is available in 1-Door and Slim 1-Door Fridge and Freezer options, and Classic Fridge Freezer models in 1.8- and 2-meter options with six different finishes and a broad palette, ranging from classic white to soft pastels and statement colours.

A Kitchen Packaged for You

The new Bespoke kitchen package is Samsung’s first global expansion of Bespoke products beyond refrigerators, bringing the philosophy of customised appliances to the entire kitchen starting with markets in the U.S. and Europe. Launching in the second half of this year, the North American offering centres on the company’s flagship Bespoke refrigerators and expands to include a Bespoke range microwave oven and dishwasher, exquisitely built in the same look and feel as the refrigerator.

The package allows customers to unify or mix and match their kitchen aesthetic around their favourite colour and finish, with choices of Matte Black Steel, Navy Steel, Champagne Rose Steel and White Glass.

Appliances that Plug Right into Your Lifestyle

Samsung will also launch its expanded lineup of purposeful lifestyle appliances in North America and Europe this year, including Bespoke AirDresser, Bespoke air purifier, and Bespoke Jet stick vacuum cleaner. With homes doubling as offices, gyms and classrooms, these new Bespoke Home appliances address day-to-day needs by providing more flexibility, automation and hygiene.

New lifestyle appliances that are launching in North America and Europe include:

• Bespoke AirDresser delivers a range of clothing care solutions to ensure that garments are kept in tip-top shape and does it with upgraded Bespoke style. It launches in Europe and in the U.S. in the second half of 2021.

• Bespoke air purifier draws air from five directions to purify it rapidly and intensively, even in large spaces. Its ultrafine purification system can remove 99.999 percent of 0.01µm dust,* while the 3-way smart discharge circulates clean air in various directions. The unit is available in a range of designs and colours and launches in the U.S. during the third quarter.

• Bespoke Jet comes with a Clean Station and charging station attached, offering users a comprehensive cleaning solution. Once done vacuuming, the user simply docks the vacuum and it’ll empty and charge on its own. The new Bespoke Jet will be available in three colours and launches in the U.S., Europe, CIS and Southeast Asia in the second half of 2021.

• Jet Bot AI+ is the first robot vacuum to come equipped with an Intel® AI solution. The smart vacuum leverages its object recognition technology, along with its LiDAR and 3D sensors, to identify objects and determine the optimal cleaning path. Also outfitted with a camera, Jet Bot AI+ is integrated with the SmartThings app to assist with remote home monitoring. It will be available in the U.S., Europe, CIS and Southeast Asia in the second half of 2021.

Other new lifestyle appliances include:

• Bespoke ShoeDresser** pampers your favourite shoes so they feel fresh after each wear. The unit deodorises, dehumidifies, and dries shoes based on their material and shape, ensuring they are maintained with proper care.
• Bespoke Cube refrigerator** provides modular storage for items other than groceries, such as wine, beer and beauty products. This device is quiet enough to have in the bedroom or next to the sofa, or wherever one prefers to hold special items that need to stay cool.
• Bespoke water purifier** is available with a single faucet or multiple faucets. It is equipped with a four-level filter system and can filter up to 2,500 liters of water, which is enough for a four-person family to drink for a year. Water volume and temperature can be set by voice control using Bixby.

SmartThings Support Your Connected Life

Samsung’s vision for the Bespoke Home also emphasises connected living through AI and automation. Driving this vision is Samsung’s SmartThings, which provides users with a centralised and effortless home management platform.

• SmartThings Cooking provides personalised meal plans and recipes that reflect user preferences and fridge inventory, automatically applying cooking temperatures and modes based on each recipe directly to synced cooking appliances. The service is already available in North America and select countries in Europe.

• SmartThings Pet syncs with home appliances like the Bespoke air purifier and Jet Bot AI+ robot vacuum to let users check on their pet when not at home. The service is set to launch globally in during the second half of 2021.

• SmartThings Clothing Care syncs with the Bespoke AirDresser as well as smart washers and dryers to make laundry days more efficient. The service recommends device cycles and settings for optimal care, removing the guesswork. The SmartThings Clothing Care service is currently available in the U.S. and Europe. The update to connect the new Bespoke AirDresser will be available in the U.S. and select European markets in the second half of 2021.

• SmartThings Air syncs with Samsung’s air purifier and air conditioner to monitor air quality in and outside the user’s home in real time. It launches in the U.S. in the second half of 2021.

Please note, products and colour options vary per market including across Europe.

* Disclaimer: Based on internal testing in accordance with the Korea Air Cleaning Association indoor air purifier test and evaluation (SPS-KACA 002-0132:2018). Reduced the amount of 0.01µm dust by 99.999% after 13 minutes using the High mode. Results may vary depending on the actual usage conditions.

** Disclaimer: currently only available in Korean market

Samsung Digital Appliances welcomes you to experience a new way of home living.

At BESPOKE HOME 2021, Samsung will be introducing its Bespoke Home vision, along with the latest products and technologies that align with this new direction.

The event will be streaming on Samsung Newsroom, Samsung.com/uk, and Samsung YouTube on May 11 at 15:00 BST (21:00 ICT).

“Consumers, especially millennials, are spending more time at home and demanding products that enhance their everyday lives with customised features,” said JaeSeung Lee, President and Head of Samsung Electronics’ Digital Appliances Division. “Great, reliable performance is now a basic expectation. The standard for a better, smarter home experience is now decided by how closely appliances can be ‘fit’ to various customer lifestyles.”

Introducing a More Tailored Take on Appliance Design

Customisation is already a key feature of Samsung appliances. Guided by a design philosophy first introduced with a project known as Project PRISM, Samsung appliances cater to users’ unique needs, reflecting their lifestyles just as a prism refracts light into various colors.

That customisable, lifestyle-centric philosophy is epitomised by Samsung’s Bespoke refrigerators. The company’s flagship refrigerator lineup was first introduced in Korea in 2019, and has since expanded into global markets. Offering multiple types of modules, along with panels that can be customised with various colors and finishes, the Bespoke range challenges industry norms by empowering users to customise their fridge to their décor, rather than vice versa.

Bespoke turned out to be a game-changer, driving two-thirds of refrigerator sales in Korea, and proving that consumers – particularly millennials – are in the market for appliances that answer their unique lifestyle needs. The refrigerators went on to launch in select markets around the world, bringing a revolution in home appliances wherever they went.

Launching the ‘Bespoke Home’ Era

In Samsung’s vision for the future, the concept of customising appliances to fit users’ lifestyles does not stop with refrigerators. Indeed, the company is constantly exploring ways to add customisable elements to a wide range of appliances – from staple appliances like refrigerators to relatively new categories of devices, including air purifiers and the clothing care device AirDresser.

The company’s vision does not stop at hardware design, either. Equipping appliances with AI capabilities and connectivity will be crucial for creating more holistic and personalised user experiences. Washing machines that automatically relay cycle information to dryers, refrigerators that know when milk will go bad, air purifiers that switch on automatically when air quality drops – these are a few examples of how Samsung is using its leadership in connectivity and intelligence to put the consumer at the center of every appliance experience.

While continuously upgrading software in devices like the beloved Family Hub refrigerator, Samsung is continuously enhancing its SmartThings ecosystem with services that allow consumers to input personal preferences and manage their appliances for a more closely tailored experience.

The idea of taking a more bespoke approach to home appliance design will take center stage at CES 2021. Not only will Samsung kick off Bespoke’s entry in the U.S. market with the unveiling of the all-new 4-Door Flex Bespoke refrigerator, but the company will also reveal exciting new ways that its smart appliances work with users and each other to make life easier for all lifestyles.

“We see the future of Bespoke home appliances as not only being about design, but about performance, hygiene, and sustainability as well,” says Lee. Samsung is excited to present this new way of thinking about home appliances, beginning at this year’s CES. We look forward to another year of developing innovations that put consumers’ needs first.”

“European consumers have a preference for built-in style kitchens and a desire to reflect the family’s identity and personal taste in their interior design,” said Harry Choi, Corporate SVP, Head of Design Team, Samsung Electronics “We are excited to see how Samsung’s new lifestyle innovations of quality craftsmanship and innovations such as the BESPOKE satisfy the unique needs of each household.”

Catering to personal tastes with BESPOKE

Samsung’s BESPOKE lineup is a new category of refrigerators that allows users to set up their kitchen in a customised style, to suit modern kitchen trends. They are designed to be either freestanding or recess fit, meaning they can have cabinetry fitted around the fridge, offering the ability to seamlessly maintain the built-in look which is a whole new category option in the market.

The new BESPOKE refrigerator lineup incorporates a modular design and offers 3 different types, ranging from 1-door tall fridges & freezers to classic style refrigerators.  With the ability to configure BESPOKE in many ways, consumers can enjoy the flexibility of tailoring their fridge to their lifestyle and design needs.

Consumers can also create kitchen space that is uniquely their own. For the front panel, consumers can choose from three different materials—cotta metal, satin glass, and glam glass—and multiple colour options.

More built-in offerings for consumers

Samsung is also preparing a new premium built-in kitchen lineup for Europe in 2020 that includes an oven, hood integrated induction, dishwasher and refrigerator. Its traditional yet bold, simple but daring design, along with its outstanding functionality, will capture the consumer’s attention.

The first product in the lineup, to be unveiled at IFA 2019, is the Dual Cook Steam oven. It boasts a modern design that provides outstanding flexibility with multi-cooking abilities. The oven is aligned vertically and incorporates textured surfaces with a new user interface that adds a new level of design intrigue. And with its Dual Cook Steam feature, it can simultaneously cook with convection in one compartment and with steam in the other.

Both the BESPOKE refrigerator and the new premium lineup of built-in appliances are available in Satin Glass material, with a texture that is chic, anti-glare, and blends into any space for a beautiful ambient look. This effect is even more noticeable when a Satin Glass BESPOKE, and the new built-in appliances are placed side-by-side.

Both the BESPOKE Lineup and the Dual Cook Steam oven can be experienced in the Berlin City Cube at IFA between 6th September and 11th September.