2005 - 2014

Design as the Key to the Future

Following the announcement of the ‘Milan Design Strategy’ in 2005, Samsung Design went through another transition. Design has solidified its role as a pivotal element that sets the direction of future business by creating value and new change in addition to defining a product’s exterior, form, and sentimentality. Samsung Design on-boarded talents from a wide range of backgrounds and emerged as an organization of convergence and integration. Designers were able to share diverse perspectives with one another to conceive new values.

2005

This is a quote from Milan Strategy Meeting in 2005: “The average time it takes for a product to captivate a consumer is only 0.6 seconds, and if we can’t get our customers to stop in their tracks in this short moment, we cannot win them over.”

Declaration of the ‘Milan Design Strategy

Many world-class designs have been created following the declaration of the ‘Year of Design Revolution’ in 1996, but Samsung Electronics wanted to take a step further and proclaimed that a second revolution that transcends the first design revolution 10 years prior was necessary.

2006

This is a content of design philosophy.

Create an Emotional Journey

‘Conceiving an emotional experience’ was deemed a necessary element for successful product design, and a re-interpretation of the design philosophy known as the Design Identity 2.0 “Create an Emotional Journey” was announced. During this time, Samsung Design considered perfecting both the form and emotional elements of a design as its final goal.

2008

This is an image of design award winning products.

Relocation to the Seocho Office

The relocation to the Seocho Office in 2008 gave way to a more compartmental and diversified Samsung Design. This was the result of emphasizing the importance of design and branching out its role. This was when Samsung Design grew to a massive organization with more than 1,100 members, maturing as a functional group of convergence and integration where experts in not only design but from countless different fields collaborated with one another. Incredible achievements in prestigious design awards such as iF, IDEA, Good Design, and more were made possible by these organizational developments.

This is an image of the foundation of Samsung Design Delhi.

Foundation of Samsung Design Delhi

To understand the unique characters of the Southwest Asia region and play a vital role in spearheading design in emerging markets, a distinguished team of talented individuals were brought together to form Samsung Design Delhi (SDD). This establishment explores new motivations for growth and focuses on proposing innovative products that have a global impact.

Digital Design

(2000s)

This is an image on 3D Modeling.

This is an image of the document of Design Concept.

This is an image of the document of Design Planning.

3D Modeling, Rendering & Simulation
With the arrival of the age of digital design, designers were able to create life-like models on-screen with 3D CAD and freely modify colors, textures, shapes, and UI. This made it possible to examine more design drafts before the hard mock-up phase and better assess and suggest designs that most effectively reflect the design purpose. The designing phase became much more efficient and led Samsung Electronics on a fast-track towards greater growth.
Concept Generation for UX Design
Based on careful research of the market and consumers starting in the 2000s, planning began for a UX concept design that applied the idea of a ‘Universal Design,’ providing convenient user experiences to everyone. After 2005, the organization’s expansion and specialization of UX designers began as well. This period also marks the time when talents with different expertise were brought into Samsung Design to strengthen the initial phases of the design process.
Advanced Design
Advanced design planning is the process during which market and trend research data are analyzed over discussions of theoretical design concepts that ultimately solidify the design identity. Samsung Electronics has carried out this process since the late 1990s and have since more clearly established product concepts and implemented progressive design ideas. This process became the bedrock on which the archetype design process was implemented after the 2000s, which is a process that autonomously predicts succeeding line-ups to create designs in advance.

2011

This is an image of the product included value of user experience.

Make it Meaningful

The Design Identity 3.0 termed “Make it Meaningful” was announced to create new lifestyles through designs that combine products with services. This slogan embodied a design philosophy that sought to provide more enriched and meaningful lives to consumers.

2013

This is a content of the design philosophy that is modified.

Amending the Design Philosophy

With the purpose of maintaining an even more consistent context with Samsung Electronics’ business philosophy, design philosophy was amended to ‘Inspired by Humans, Creating the Future.’ This new philosophy expresses Samsung Design’s mission to provide innovative lifestyles to users by imbuing emotional and experiential values in products and services.