Samsung Electronics has unveiled its Samsung Design Identity 5.0, a new design identity for Samsung Electronics in the future.
Based on three key pillars – Essential, Innovative, Harmonious – the new design identity is the fifth in Samsung history, and the first update in five years. The new design identity reflects the rapidly changing advances in technology in the era of AI, with increased focus on innovation bringing genuine value to people’s lives. It has already been applied to recently announced products including the Neo QLED 8K TV, the Music Frame and the Bespoke Jet Bot Combo 3-in-1 robot vacuum.
The new vision has been revealed at an exhibition at Milan Design Week’s Fuorisalone 2024 which takes place from April 16 to 21. It is located at Le Cavallerizze, in the prestigious Leonardo da Vinci National Museum of Science and Technology in Milan, Italy.
Anchoring the multi-sensory experience, the immersive installation guides visitors through five spaces that express Samsung’s Essential, Innovative, Harmonious design identity as a thoughtful composition of light, sound and digital interactions.
The five spaces that communicate with visitors through displays, sensors and light are titled “Essence,” “Innovation,” “Harmony,” “Infinite Dream” and “New Dawning.” As visitors approach the screens in the spaces, translucent elements change into specific shapes and textures, and the shapes beyond the window appear as if they are approaching onlookers, allowing them to immerse themselves in the dream of an infinite future drawing nearer.
TM Roh, president and head of corporate design centre at Samsung Electronics, said: “More than 1,500 designers work at Samsung’s seven global design studios to solve everyday problems facing a wide range of customers, each from a different culture or background with unique preferences and tastes. At the centre of this effort is Samsung’s design philosophy — “Inspired by Humans, Creating the Future” — which has not changed since its inception in 1996.”
