2015 -

Design, Standing Firm in the Center of Soft Power

Design now stands tall in the center-point of soft power, serving the crucial role of leading the company’s vision and future history. As intelligent social and technical environments rapidly advance, customers began to demand meaningful experiential values that transcend beyond simple product functions and performances. Samsung Design aligns itself with the needs of this generation to open a new chapter towards discovering the driving force for future growth.

2015

This is an image of the Seoul R&D Campus.

Relocation to Seoul R&D Campus

The design work force that was once segmented into different teams completely gathered at the Seoul R&D Campus. This marked the momentous occasion when Samsung Design, which had grown to 1,500 members worldwide, finally assembled into an independent office. The Seoul R&D Campus is where research and development personnel who play essential roles that contribute to enhancing the company’s future business capabilities are gathered to maximize the synergy in the field of R&D.

2016

This is an image of the foundation of Samsung Design Latin America.

Foundation of Samsung Design Latin America

To gain deeper understanding of Latin American culture and design local region-focused products, Samsung Design Latin America (SDLA) was established. Designs that reflect the region’s youthful, passionate, and diverse cultures are brought to light at this organization.

2018

This is an image of the designers meeting at Samsung Design Innovation Center.

Reorganization of SDA to SDIC

Samsung Design America (SDA) was reorganized as Samsung Design Innovation Center (SDIC). SDIC takes a step beyond SDA’s function by serving a pivotal role for global design innovation that proposes differentiated user experiences through research of new user lifestyles based on Silicon Valley’s corporate values and cutting-edge technology

2019

This is an image symbolizing the new design philosophy slogan.

Be Bold. Resonate with Soul.

The Design Identity 4.0 “Be Bold. Resonate with Soul.” was announced to align with the new generation’s desire for experiences that capture meaningful values that go beyond simply owning a product. This slogan conveys Samsung Design’s quest to serve as a pioneer of this new era to boldly challenge the road not taken and propose new possibilities. These newly charted possibilities will go to create profound resonance in the hearts of our customers to become reborn as meaningful and valuable experiences.

Integrated Design

(2010s)

This is an image that designers discussing each other.

This is an image of a designer finding a design solution.

This is an image that designers reviewing design plan.

Designers with Diverse Backgrounds
To design an all-encompassing experience for users rather than a one-dimensional product, talented members with various capabilities are part of Samsung Design. Designers from diverse backgrounds not only in design but in engineering, humanities, and fine arts are gathered to execute projects as a single team, making the utmost effort to generate synergy with convergent and integrative ideas.
Design Thinking
With revolutionary innovations that transform the landscape of the industry such as the introduction and proliferation of smartphones, the sophistication of customers’ interests and demands has risen. Consequentially, the importance of ‘Design Thinking’ has been highlighted. Now, design is no longer limited to a tool used to develop products. Samsung Design is constantly figuring out creative solutions that cater to the needs of this era through a human-focused approach that understands fundamental problems and user context with a comprehensive process of reasoning.
Discovering New Opportunities
We are living in an age that accentuates the importance of change and values created through design. Samsung Design has expanded the function of design from just differentiating product exteriors to proactively discovering innovative user experience concepts by examining product and UX as a comprehensive whole. This is achieved by strengthening the procedure of combined advanced design that is responsible for all phases including the beginning of the development phase where the user experience concept is first proposed, to the visualization phase where new products and UX designs are materialized. Design has secured its value and position as a critical element to the company that continues to discover mid-to-long term business opportunities to lead the market and enjoy consistent growth.

2023

새로운 디자인 철학 슬로건을 형상화한 이미지입니다.

Essential ∙ Innovative ∙ Harmonious

Evolutions in technology infinitely expands our experiences and abilities. However, only when we are able to organically connect everything that surrounds me into us can the experience have true meaning. In striving for ‘Innovation with Purpose’ that creatively embodies genuine values and diversity beyond technological conveniences, Samsung Design unveiled Design Identity 5.0 with “Essential ∙ Innovative ∙ Harmonious”.