Samsung features new design philosophy at Milan event

[Courtesy of Samsung Electronics Co.]

Samsung Electronics Co. proposed a new design philosophy for the era of artificial intelligence (AI), which has brought about a major transformation affecting all aspects of life.

“Design must fully take the human experience into consideration, and Samsung’s design principles achieve this,” said Roh Tae-moon, president and head of the corporate design center at Samsung Electronics. “With our human-centered design philosophy, we aim to create a future that harmonizes with the lives of our customers through innovation with purpose.”

Roh’s remarks were made on the sidelines of a design exhibit at Milan Design Week 2024 taking place from April 16 to 21.

At the event, Samsung Electronics is holding its exhibition, “Newfound Equilibrium,” showcasing its user-centered design philosophy, “Samsung Design Identity 5.0: Essential Innovative Harmonious.”

Roh noted that the company is participating in Milan Design Week, a venue for design and lifestyle trend leaders from around the world, to showcase its design philosophy and direction as it approaches 2030.

He added that the company will evolve its designs accordingly in the era of AI that has brought about a major transformation affecting all aspects of life.

Samsung‘s design management began in 1996 when the late Chairman Lee Kun-hee declared in his New Year’s message, “Let‘s make this year the Year of Design Revolution and develop Samsung’s unique designs that are imbued with our philosophy and soul.”

The first goal set at that time was design that starts from the user and encapsulates tomorrow.

Subsequently, Samsung established the Design 2.0 strategy in 2006, identifying desire, curiosity, and joy as the new three elements of its design, and announced the Design 3.0 strategy in 2011, aiming to create value through design.

Thirty years after the late chairman pioneered design management, Samsung is holding its design exhibition at Milan Design Week, the world‘s largest design and furniture fair, attracting more than 370,000 participants from 180 countries around the world every year.