Samsung unveils new design focus

Roh Tae-moon. [Photo by Samsung Electronics Co.]

South Korea’s tech giant Samsung Electronics Co. unveiled its new design focus, ‘Design Identity 5.0’, ahead of its design exhibition to be held during Milan Design Week 2024.

“ At Samsung, this is our commitment — to be faithful to our essential purpose, innovate endlessly and create designs that harmonize with our users’ lives. We aim to empower customers around the globe and enrich their lives by offering meaningful experiences, no matter what Samsung products they choose,” Roh Tae-moon, president and head of Samsung Electronics‘ Design Management Center, said in a post on Samsung Newsroom ahead of the upcoming event.

Roh explained that essence, innovation, and harmony represent the pinnacle of Samsung Electronics’ design towards 2030, while introducing the company‘s new design focus, ’Design Identity 5.0.‘

The company aims to provide products that harmonize positively with customers’ lives through these designs.

“Essential design focuses on the original intent and purpose of the product — to provide an optimized user experience without any unnecessary elements,” Roh said. He cited the Galaxy S24 series with its cohesive design alongside thin and uniform bezels, a TV with a design that appears to float in the air, and an all-in-one washer-dryer as examples.

When it comes to innovation, he explained that the company pursues ‘innovation with purpose‘ that can bring meaningful changes to customers’ lives rather than simple novelty. He cited products such as TVs that use artificial intelligence (AI) technology to convert low-resolution images to 8K and AI-based robotic vacuum cleaners as examples of such innovation.

Regarding harmony, Roh said that it “embodies the desire to unify products and people with society, the environment and other human values.”

Samsung Electronics will hold an immersive exhibition, ‘Newfound Equilibrium,’ in Milan, Italy, from April 16th to 21st, 2024 (local time), focusing on the ideal balance between people and technology for a better future.