“Customers around the world increasingly expect home appliances to harmonise with their living environments,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “By bringing our flat design to a wider range of laundry appliances, Samsung aims to deliver a consistent design experience that combines refined aesthetics with thoughtful usability.”

Refined Flat Design Improves Interior Fit and Usability

Samsung’s expansion of its signature flat design to the new washing machine lineup marks the latest evolution of the company’s design approach across its home appliance portfolio.

Compared to Samsung’s previous designs that featured more protruding front elements, the updated design offers a flat front surface with a more uniform appearance. This creates a cleaner, more sophisticated look that blends naturally into modern interiors and living environments.

Beyond aesthetics, the design also enhances everyday usability. The larger door with a wider opening angle enables easier access when loading and unloading laundry, making the task more convenient. More broadly, the new lineup and the showcase during IFA reflect Samsung’s continued efforts to expand refined design experiences to more consumers and living spaces.

Features Designed for Everyday Laundry Needs

In addition to the redesigned exterior, the new lineup incorporates key laundry technologies previously available on select premium models, bringing advanced washing experiences to more consumers. To address growing consumer demand for faster wash cycles and more efficient laundry routines, the lineup features Bubble Shot, which sprays water throughout the drum. This helps reduce wash time while maintaining effective cleaning performance, ² providing a more convenient laundry experience for users.

The lineup also comes with Ecobubble technology, which allows detergent to dissolve more quickly and distribute more evenly across fabrics, helping users save energy while washing clothes effectively, even at low temperatures.³

By combining a refined exterior with advanced laundry technologies, Samsung’s new washing machine lineup delivers a more intuitive laundry experience across diverse households. The company will continue to expand user-focused design approaches and technologies across its home appliance portfolio.

Exhibition Information

Samsung is showcasing its latest innovations at Samsung Connect, which is being held at Humboldt Carré in Berlin from Sept. 2-6. The new washing machine lineup is on display, allowing visitors to see the products’ refreshed design ahead of their official launch.

1. The products shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability has not been determined. ︎
2. Based on internal testing using the Cotton cycle on a WW7400D model with Bubble Shot compared to a conventional Samsung washing machine without Bubble Shot. Results may vary depending on the type of laundry and the usage environment. ︎
3. Based on internal testing in accordance with IEC 60456 using AI Energy Mode combined with Ecobubble compared to default settings. Results may vary depending on conditions of use. ︎