[Editorial] Introducing the Vision Behind Samsung’s Bespoke Home 2022 and the Expansion of Home Life Possibilities

JOHANNESBURG, South Africa – 07 June 2022 – Over the past 2 years, as the central axis of life has shifted towards the home, the concept of spending time at home has changed significantly. Accordingly, home appliances have also evolved from being just mere products to being true companions in our everyday lifestyle and routines. When their design is based on consumers’ own needs, the experience is enhanced even more. This is why we are scaling up the Bespoke offering to invite more consumers to be a part of the Bespoke Home experience.

With the introduction of the Bespoke concept in 2019, Samsung’s Digital Appliances business ushered in a whole new era of customised home appliances that go beyond the conventional paradigms that previously prevailed in the industry. Instead of merely focusing on technology and functionality, the Bespoke philosophy also incorporates customers’ various needs, tastes and lifestyles into the product – pushing the industry to evolve to the next level. Following the positive responses we received after last year’s inaugural Bespoke Home event, this year we will further build on our design legacy and bring even more value to consumers through our home appliance products.

Behind the Vision of Bespoke Home 2022

At Bespoke Home 2021, we unveiled a Bespoke vision and line-up that let users enjoy the Bespoke home experience throughout their entire house. Since then, Bespoke appliances have become available in 50 markets around the world and nearly 2 million Bespoke refrigerators have been sold worldwide since their launch – while two of every three Samsung refrigerators sold in Korea was a Bespoke model.

The developments in 2021 has led to the evolution of our Bespoke Home vision for 2022, which can be summarised in three key elements: Expansion of Space, Expansion of Experience and Expansion of Time. These three transformative ideas are at the core of the 2022 Bespoke Home experience, one that is set to help you enjoy your home life in ways that go beyond conventional home appliance experiences.

Creating Customised Spaces Through a Diverse Line-up

The Bespoke design ethos prioritises helping users create personalised homes that truly reflect their tastes and aesthetics, to the end of providing evolved home life experiences.

As we expand the possibilities of these experiences, our Expansion of Space vision will see Bespoke appliances become available in over 20 product categories throughout the home. The goal of this is to provide more flexible and convenient home solutions that can meet our users’ changing needs anywhere within the home. In addition to offering users all-new products and upgraded functions, the Bespoke Home 2022 line-up also offers a vast array of colour and design options, so users can have new and different ways to express their evolving tastes, as well as have more options for home decoration. Furthermore, we are introducing a new tier of kitchen appliances to the Bespoke family, the Infinite Line, for premium appliance experiences that provide timeless value and are able to match the way you personally operate within your kitchen.

Connectivity at the Core of Every Innovation

The type of experiences that consumers expect from their home appliances has changed over time. The second aspect of our Bespoke Home 2022 vision, the Expansion of Experience, refers not only to the expansion of capabilities coming to Bespoke 2022 products, but also to the type of convenient, smart and connected home experiences users can enjoy thanks to the introduction of SmartThings Home Life.

SmartThings Home Life offers centralised control over Bespoke appliances through six SmartThings services key to daily household management: Cooking, Energy, Clothing Care, Pet Care, Air Care and Home Care. Consumers can utilise the service based on their passion points and interests across their various Samsung devices, including smartphones, tablets and Family Hub refrigerators. SmartThings Home Life has been designed to maximise the synergy between appliances when going about everyday tasks, and the launch date for this integrated service is set to be unveiled at the Bespoke Home 2022 event. Ultimately, we at Samsung hope to empower users everywhere to be able to focus less on daily household tasks and more on living each moment more fully.

Sustainable Product Experiences and Eco-Conscious Activities

Lastly, the Expansion of Time is a part of our vision that relates to “everyday sustainability” that Samsung introduced at CES 2022. We are making efforts to put sustainability at the heart of everything we do and building sustainability and eco-conscious innovation into every aspect of the product lifecycle – from production and delivery to product use and disposal – so our consumers can live more sustainable everyday lives through their experiences with Bespoke products.

Innovations at the product development stage help us reduce waste and achieve a continuous increase of our waste recycling rates. The reduction of paper manuals and the use of eco-packaging at the delivery phase allows users to repurpose their recycled package materials. In the product use phase, our energy-saving technologies such as the Digital Inverter Compressor for refrigerators and the EcoBubble technology for washing machines reduce energy consumption by 67% ^[1]and 53% ^[2] respectively. Our expanded SmartThings Energy service also helps users enjoy more eco-conscious product usage.

Furthermore, we are excited to announce that we are offering extended warranties in major markets^[3] for certain core appliance components. We understand that the longer a product lasts, the less often it needs to be replaced, so we plan to continue developing appliances that are as aesthetically beautiful as they are reliable and durable in order to make sustainability a key part of the everyday Bespoke user experience. Going beyond 2022, Samsung will continue to make efforts to achieve its sustainability vision and goals. At Samsung, we consider home appliances to be not just vital parts of our homes, but also of our daily lives and routines. As a leading global appliance brand, Samsung will continue to develop its products, services and innovations to provide users with customisable designs and functionalities, expansion of possibilities within users’ lives and, above all, sustainable product experiences from start to finish. With the line-up set to be introduced at Bespoke Home 2022, we are taking the next step towards realising our sustainable vision for a connected Bespoke Home that caters to each user’s lifestyle, needs and goals.

We look forward to seeing how you can expand the possibilities for your home life with Bespoke Home this year.

by JaeSeung Lee

President & Head of Digital Appliances Business, Samsung Electronics