The Galaxy Z series has set the standard for foldable phones from its very first launch, with a new release every year. Now in its seventh chapter, the latest design revisits where it all started. The Galaxy Z Fold7 and Z Flip7 are the result of refinements made over each year of innovation. Samsung Newsroom spoke with Hubert Lee, Head of the Design Team and Huichul Yang, Head of the UX (User eXperience) Team, both part of the Mobile eXperience (MX) Business at Samsung Electronics, to discover the story behind the products and the designers’ persistent pursuit of incredible design.

* Content images simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Hubert Lee

Executive Vice President, MX Business, Samsung Electronics

Since joining as Head of the MX Design Team in late 2022, Lee has overseen the design direction for all MX product launches. With the launch of the new Galaxy Z Fold7 and Z Flip7, Lee showcases Galaxy’s ultimate pursuit of ultra-sleek and modern design.

Huichul Yang

Vice President, MX Business, Samsung Electronics

Since joining Samsung in 2005, Yang has played a pivotal role in advancing mobile UX innovation as an HCI (Human Computer Interaction) expert. Since late 2023, Yang has led the UX Team in the MX Business, crafting the mobile experiences powered by Galaxy AI.

The Essence of Foldable Design

Q: The Galaxy Z Fold7 and Z Flip7 have finally been unveiled. As the heads of the Design and UX teams, it must mean a lot to both of you.

Lee: Among the products I’ve designed at Samsung, the Galaxy Z Fold7 stands out as the one I am most proud of. Most people said, “Wow!” as soon as they saw it. It’s the thinnest, lightest Galaxy Z Fold series model yet. I believe it captures the essence of what a foldable phone can be. It’s only just been unveiled at Galaxy Unpacked 2025 in New York, but I’m confident that customers will understand its true value as they see it up close and get a feel for it in their hands.

Yang: Alongside the Galaxy Z Fold7 and Z Flip7, we also introduced One UI 8, an interface optimised for the AI experience. I believe that a sleek, modern design — paired with an intuitive interface — can really resonate with users seeking a more elevated mobile experience in this age of AI.

“The Galaxy Z series isn’t just well-made — it reaffirms our position as a pioneer and benchmark in the foldable phone market.”

— Hubert Lee, EVP, Samsung Electronics

Q: It’s clear you’re both really proud of the products. It must have taken a lot of work to get it out into the world.

Lee: The Galaxy Z series marked the very beginning of foldable phones. To solidify that symbolism, we knew we had to create a product that felt truly impressive to anyone who saw it. There was a shared understanding within the team that simply repeating what we had done in the past wouldn’t be enough to meet customer expectations. Change wasn’t a choice; it was a must. That’s why with the seventh models of the Galaxy Z series, we didn’t approach it as a refinement — we approached it as a redesign from the ground up. We approached it as if we were starting completely from scratch.

We design lifestyle products. To be part of people’s daily lives, portability is essential and reducing weight was key to achieving that. Our mobile R&D office put in a huge amount of effort in that respect. The nature of the hardware meant there was a certain weight we had to carry, but we kept wondering if we could make it just a little bit lighter. That led to a lot of research and testing. As it became lighter, it became thinner and the display larger, until we arrived at the sleek, modern form we had envisioned. The product you see is the result of countless hours of deliberation, passion and engineering.

Q: How did changes to the design of products affect the user interface?

Yang: Since One UI 6, we’ve been introducing a range of AI features as an AI companion. With One UI 8, we focused on meaningful productivity. We took advantage of the Galaxy Z Fold7’s large-screen form factor to enable users to easily compare original and AI-generated content side by side and move it seamlessly between apps.

Q: What are the changes to the Galaxy Z Flip7 UX?

Yang: One of the standout features of the Z Flip7 is its full-front FlexWindow. Gemini is now optimised for the FlexWindow, enabling quick and seamless interaction with AI — anytime you need it. It’s our new take on an AI companion — one that unfolds right in the palm of your hand. Notably, the form factor is such that the main camera faces you when folded, so now you can launch Gemini Live from the FlexWindow and ask about everyday things, like if your outfit is appropriate for the weather or your schedule for the day.

“We envisioned a new future with One UI 8 on the Galaxy Z Flip7 as an AI companion in your hand.”

 — Huichul Yang, VP, Samsung Electronics

* This background image has been created by generative AI (Macnific AI, Midjourney).

Q: The products come in a range of colours. Which one is your favourite?

Lee: I love them all but if I had to choose one, it would have to be Silver Shadow. It’s the most straightforward and simple one, but I think it represents Galaxy’s “Ultra Sleek, Ultra Modern” concept really well.

When customers buy premium products like the Galaxy Z Fold7, they tend to prefer values that feel timeless, so we really took that into consideration when choosing the colours for this series. We leveraged the metallic material to bring the colours to life in a way that expresses our design intent and complements the foldable form factor. One of the standout colours of this series is Blue Shadow. As you move the product around, the shine and sophistication are noticeable from all angles.

▲ (From left) Hubert Lee and Huichul Yang

Let’s Design Together!

Q: Even though you’re on different teams, you’ve been working on the same product. How did the Design and UX teams get connected?

Yang: Wallpaper design is where we really tend to collaborate closely. We work together to make sure the message the Design team wants to convey is properly communicated through the wallpaper, the face of the product. For One UI 7, we aligned the product’s corner radius with the One UI icon geometry. We’ll continue to align the GUI (Graphic user interface) with the underlying style of the product for future releases, too.

“Designing with the authentic mindset that we are all one team — this, I believe, is the most important attitude we need to break silos and grow together.”

 — Hubert Lee, EVP, Samsung Electronics

Q: How do the team members collaborate?

Lee: The Design team holds a session called Design Clinic. Group leaders and managers come together to share ongoing projects and insights. It’s not a formal meeting, but rather a relaxed gathering to share ideas over coffee and dessert. It’s an open discussion where even criticism is seen as a way to make our products better and support each other. In the MX Business’s Design team, we cover everything from smartphones and wearables to PCs, tablets, CMF (Colour, material and finish) and packaging, each item with its own functions. The Design Clinic helps us gain insights from other fields or discover early-stage ideas.

Q: How do you encourage synergy between designers on the team?

Lee: I often emphasise the phrase, “Let’s Design Together.” Rather than just holding onto what they’ve been assigned, I encourage the team to think collectively about what we’re making and how we can improve it. If feedback or advice isn’t sincere, it just leads to silos between teams. Designing together as one team with an authentic, shared mindset is what I emphasise most within the organisation.

Reframing the Future

Q: Aside from designers’ intuition, sensibilities and qualitative insights, do you also incorporate user testing or quantitative validation during the design planning phase?

Lee: The Design team has established a Galaxy Design principle called “Essential Design,” aimed at focusing on core value and removing unnecessary elements. It’s based on three key elements: Simple, Impactful and Emotive. We believe that when these three elements come together in harmony, they create a truly aspirational product. We use the principle and its key elements as evaluation tools during the design planning stage; through a process we call Design Analytics. We conduct evaluations with internal employees to make sure our design intent is being communicated to users effectively. We use the data and insights from this to refine current designs and even identify future products. It’s how we strengthen our design identity, and it’s an integral part of the Galaxy design process.

Q: Do you use AI in your work?

Yang: We refer to AI tools during the testing process. We’ve observed that results from AI-based virtual user testing are fairly close to tests done by recruiting actual users. This leads us to expect that AI can play a significant role in UX evaluation going forward. We’re also experimenting with AI in other ways, like testing multiple versions of motion or animation effects, or turning 2D assets into 3D or animated formats. In this way, we’re continuously learning more about how to enhance our designs with AI.

“Amid the momentum of AI, the ability to direct design will become one of the most valuable assets in making your work truly meaningful.”

 — Huichul Yang, VP, Samsung Electronics

▲ (From left) Huichul Yang and Hubert Lee

Q: The age we live in is constantly changing. What kind of mindset and vision should guide designers today?

Yang: AI is a new momentum for designers. There are more and more of us thinking about how to use AI to make our work more meaningful. I believe those who show interest in how the world is changing and make new tools their own will be the ones leading in the age of AI. Some say designers will fade away as AI advances, but I see it differently. Design direction, the ability to guide AI creations and enrich them, is bound to become even more essential.

Lee: When it comes to new devices like foldable products, we’re not designing features. We’re designing the entire experience. I believe it’s our role as designers to deeply consider why a device folds, why it unfolds and what kind of value and convenience those actions should provide. That’s because we’re not just product designers, we’re lifestyle designers, and in the end, the user is the most important part of all. We have to read the trends constantly and keep asking ourselves what users truly need. To me, design that makes their lives better is design that’s truly meaningful.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

The Galaxy Z Fold6 and Z Flip6 embody modern, sleek design. Through their simple, solid exterior and linear form, these devices express what Galaxy’s design identity is all about. Explore the design story behind the Galaxy Z Fold6 and Z Flip6, where modernity and simplicity converge.

* The images featured in this article are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Iconic and Unique

Floating Design, a distinctive and impactful design element newly incorporated into the Galaxy Z Fold6 and Z Flip6, makes it seem like the foldables’ screens float above their bodies when viewed from the side. When folded, the bold line along the side of the devices not only accentuates their sleek, linear form, but also facilitates easier opening, enhancing overall usability.

Linear form is a core aspect of the Galaxy Z Fold6 design, maximised by its effortlessly sleek and streamlined, yet balanced shape. By reducing the length and increasing the width of the cover screen, the Galaxy Z Fold6 is more user-friendly than ever before with a refreshing new look. The corners on the right-hand side of the device now mirror the shape of those on the left, resulting in an almost symmetrical silhouette when folded.

Through six generations of technological advancements and design expertise, the Galaxy Z Fold6 stands out as the slimmest and lightest among all Galaxy Z Fold models to date. Its balanced design and thin form ensure maximum comfort, adding to the desirability of this premium foldable phone.

One of the Galaxy series’ most defining features is its signature linear camera layout and this design motif takes centre stage on both the Galaxy Z Fold6 and Z Flip6. The Galaxy Z Fold6 sports a bold camera decoration that further highlights the row of three circles descending vertically from the back top left corner of the device.

Meanwhile, the Galaxy Z Flip6’s camera design exudes the vibrant, bubbly spirit of the Galaxy Z Flip series with a new camera decoration designed to match the diverse range of available body colours. The linear camera arrangements are even more prominent than in previous models, making the new Galaxy smartphones instantly recognisable.

Vibrant and Multicolored

* The Navy, Blue, Mint and Yellow images were created by generative AI (Navy, Blue, Yellow: Photoshop AI / Mint: Midjourney)

The Galaxy Z Fold6 and Z Flip6 bring a lively mood with both vivid and subtle colours. Each hue in this series evokes joyful moments connecting with nature. The Galaxy Z Fold6 is available in Silver Shadow, Pink and Navy, reflecting the confidence and sophistication of premium foldable phones. The Galaxy Z Flip6 is also available in the same Silver Shadow as the Galaxy Z Fold6, plus Blue, Mint and Yellow.

Featuring geometric shapes, the wallpapers of the Galaxy Z Fold6 and Z Flip6 seamlessly blend into the devices’ exterior aesthetics. They illustrate a graceful motion of light and shadow that mirrors the light reflecting off the haze glass on the back of the products.

The palette of the wallpaper dynamically adapts to the visual cues conveyed by each device’s colour, bringing it to life. To balance aesthetics and usability, brightness and contrast adjustments optimise the display’s energy consumption. Elegant animations amplify the sense of space created by the arrangement of outwardly extending circles and lines. Additionally, the wallpaper responds interactively depending on the angle of the display, turning the simple act of folding and unfolding into moments of joy.

The Galaxy Z Fold6 and Z Flip6 herald a new beginning for the Galaxy Z series with designs that focus on the essence of what they are. Encapsulating the very nature of what Galaxy seeks to be with even greater boldness and style, the Galaxy Z Fold6 and Z Flip6 are poised to shape the future of foldables.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

A new era of spatial design has begun. When choosing items to design their spaces, people no longer seek technical premiums, or blindly follow trends. People nowadays base their design needs in each individual preference and lifestyle, rather than being conscious of others. This goes the same for TVs. Now, users personally choose their TVs and place it in their homes in a way that best suits their lifestyles. In light of this, it was necessary to redefine and innovate the TV experience in order to design a TV that can intimately and harmoniously meld with individual lives.

This was TV

“TVs are always found in the same places.
It’s surrounded with various devices.
Wires are everywhere, uncontained, in disarray.
Their shapes and colors are identical.
Once installed, a TV takes root and becomes hard to relocate.
The biggest, most expensive TV is the best.
When turned-off, a TV adds nothing to the space.
Choosing a TV and interior design are two separate things.”

To bring innovation to TV design, we crossed off common stereotypes, one by one. Through this process, we were able to develop a TV design that alleviates user inconveniences, enhances essential functions, and harmonizes with any space.

The Next Innovation in TV – QLED

The QLED TV has unrestricted freedom in every aspect. Its viewing experience, as well as its installation method and location are all unconfined to any specific space or time. We ask ourselves why we have been stuck in restrictive and old interior design habits of placing a TV in the living room across from a sofa. By replacing a minor nuisance with innovative design experience, the QLED TV has become an objet d’art that elevates the ambience of its space regardless of being turned on or off.

360˚ Design Pushing the Boundaries of Space

Up until now, the back of a TV was an obsolete area in terms of TV design because it was not in view. However, with the idea of placing a TV in the center of a particular space in mind, all areas of the QLED TV have been intricately designed. Once you turn on the screen that can produce 100% color volume, the QLED TV becomes an even more dominant presence in its space.

Designing ‘Disappearance’

The German term ‘Kabel-Salat’ literally translates to a ‘Cable Salad’, which describes a messy bundle of tangled cables. These tangled cables are often seen surrounding TVs nowadays, and never fail to distract us from the surrounding space. The QLED TV features ‘Invisible Connection’, a transparent optical cable that has been designed to minimize any visual disturbances no matter where it is located near the TV. Furthermore, the ‘One Connect’ box allows the TV to perform various functions without connecting multiple cables to the TV itself. The nearly wireless QLED TV designs its surroundings with undisturbed tranquility.

A TV that Ascends above Space

Wall-mounted TVs always had wasted spaces behind them. The QLED TV’s ‘No Gap Wall-mount’ effectively minimizes the space between the wall and the TV, thereby creating a modern effect of a TV hovering elegantly and effortlessly close to the wall. The mount maintains a very slim profile, and the bracket inserts itself completely to the back of the TV, altogether elevating the quality of the design.

Stand Design that Reflects User’s Individuality

In addition to wall-mounts, the QLED TV brings your space to life in many other ways as well. With the ‘Studio Stand’, your TV will look like a work of art. The classic easel form allows the QLED TV to express a classical and luxurious aura. The ‘Gravity Stand’ is a metallic cone-shaped stand that has a finish akin to a stylish sculpture. Its contemporary look dictates the ambience of its space like a piece of installation art.

Designed for Your Space – The Frame

On average, people spend 4 hours a day watching TV. In other words, the TV is turned off for at least 20 hours. The design of The Frame has been conceived through the vision of a TV that is beautiful even when it is turned off. Throughout each day, The Frame acts as a precious piece of artwork and naturally dissolves into the everyday moments of our lives.

Two Modes, Two Roles

If there is one item that can dramatically affect the atmosphere of your home, it will undoubtedly be a picture frame. The Frame is the ultimate combination of a TV and a picture frame that embodies unique preferences and design lifestyles. The two modes, ‘TV Mode’ and ‘Art Mode’ can each display unique atmosphere. As you turn off the TV mode, the TV will shift into the Art Mode and act as an objet d’art that brings class to your interior design.

Creating a One-of-a-kind Space

The Frame can showcase splendid artwork and photographs of precious memories as if it were an actual picture frame through its 4K UHD picture quality and Brightness Sensor. The Frame also provides a wide array of content that the user can use to display images that best suit your décor.

The Frame is a platform that brings art to the comfort of your home. You will find a breathtaking collection of more than a hundred professionally-curated art pieces that span ten different genres by 37 artists in the Samsung Collection. Users can display artwork that has been personalized to the tastes of their home interior through The Frame, and conveniently access works of world renown artists with the help of the online art store’s curation.

The Frame also carries various UX designs that help users display their own photographs or artwork. You can choose a background color and utilize six different layouts to position your images in any way you like, and essentially design your very own TV.

A Frame by Frame Option for Your Home Decor

The Frame is designed to be undistinguishable in every way from an actual picture frame, and can blend seamlessly with any interior decoration. Its ‘Customizable Frame’ can easily attach and detach itself from the body, and can be purchased in Walnut, Beige Wood, or White, based on the needs and moods of your interior.

Package that Resonates with the Heart of The Frame

It’s only appropriate to take a unique approach in package design for The Frame considering the unique characteristics of its design. The typography design that beautifully captures the information of The Frame’s functions has become a piece of art itself.

‘Screen Everywhere’ is the future vision for Samsung TV. The QLED TV and The Frame are the manifestations of this vision. A TV that can be placed anywhere in the house and offer new experiences any time of the day. A TV that begins its journey with a user’s ever-changing lifestyle and advances toward new, sustainable values. This is the beginning of innovative TV design that transcends the limits of everything we previously perceived about the TV.