Stepping into the future, Samsung has recently revealed its all-new product design philosophy, which is set to revolutionize the way we interact with technology. Named “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious,” this innovative approach will not only redefine the aesthetics of Samsung’s wide range of products but also ensure they seamlessly integrate into our rapidly changing lifestyles. This new design identity is bound to shape the look and feel of Samsung’s smartphones, TVs, refrigerators, and beyond, up until 2030. The grand reveal is scheduled for the Milan Design Week 2024, on April 16, marking a significant milestone in Samsung’s design journey.
Redefining Design for a New Era
TM Roh, the head of Samsung’s mobile business and Corporate Design Center, shared insights into the company’s design evolution over the years. With more than 1,500 designers stationed across its seven global studios, Samsung draws from a rich tapestry of cultures, preferences, and tastes. This diverse team is dedicated to tackling everyday design challenges, guided by the company’s enduring philosophy: “Inspired by Humans, Creating the Future.” Introduced in 1996, this philosophy has remained a cornerstone of Samsung’s design approach, evolving to match the changing needs and lifestyles of consumers.
The launch of Design Identity 5.0 marks a new chapter in Samsung’s artistic and functional evolution. Roh emphasized the three pillars of this design revolution: Essentials for optimized user experience, Innovation for meaningful advancement beyond novelty, and Harmony to unify products with society, the environment, and human values. The synergy of design and technology, according to Roh, bridges the gap between high-tech innovations and their practical application into our daily lives.
An Eye Towards Seamless Integration
Samsung’s commitment to merging innovative technology with thoughtful design is clearly evident in its recent product launches. Observers have noted a consistent design language across Samsung smartphones unveiled in 2023 and 2024. This cohesion in design is a strategic step towards implementing DI 5.0 across all its product lines. Moreover, industry insiders are abuzz with anticipation for a significant design overhaul expected in the next iterations of the Galaxy Z Fold and Galaxy Z Flip, showcasing Samsung’s ongoing evolution in design philosophy.
A Fresh Perspective on Design
To steer its design ambitions in the right direction, Samsung enlisted the expertise of Hubert H. Lee, a renowned design visionary with an illustrious career spanning over two decades, primarily with the German luxury car manufacturer, Mercedes. Lee joined Samsung at the end of 2022 as the executive vice president and head of design for its smartphone experience division. His wealth of experience in product design is expected to bring a fresh perspective to Samsung’s product aesthetics, marrying functionality with luxury and sophistication.
In essence, Samsung’s Design Identity 5.0 is not just about creating visually appealing products; it’s about designing solutions that resonate with the user’s needs, aspirations, and lifestyles. As Samsung moves forward under the guidance of its new design philosophy and leadership, the fusion of technology and design promises to deliver products that are not only ahead of their time but also perfectly aligned with the essence of contemporary living. The future, as envisioned by Samsung, is one where technology and design coexist in perfect harmony, enhancing the way we live, work, and connect.