Samsung Electronics Co., Ltd. Shifts Design Strategy... "Beyond Minimalism to People-Centered Design"

[Financial News] Samsung Electronics Co., Ltd. is shifting its design strategy away from its existing minimalist product design toward one that emphasizes functionality, individuality, and consumer preferences. The plan is to differentiate forms, colors, and materials according to each product's role and user experience.
Mauro Porcini, President and Chief Design Officer (CDO) of Samsung Electronics Co., Ltd.'s DX (Device Experience) Division, introduced Samsung Electronics Co., Ltd.'s new design strategy, 'expressive design,' at a press conference for 'Design Miami 2026,' held at Dongdaemun Design Plaza (DDP) in Seoul on the 3rd.
Porcini said, "Industry design has remained within a single aesthetic of minimalism," adding, "Consumers now expect diversity, the expression of personal identity, and a meaningful connection with life even in electronic products."
Expressive design is a human-centered design strategy that considers not only product functionality but also visual originality and emotional impact. For example, warm and inclusive colors are applied to products related to well-being, while bolder colors are used for products that support creative activities.
Porcini emphasized, "This could be a turning point in design," adding, "Samsung wants to create a new position through design and lead this turning point."
The new design strategy was first applied to the 2026 premium OLED TV 'SH95' and other products. The SH95 features a 'float layer design' that highlights the thinness of its OLED panel, creating a form in which the screen appears to float in space. Custom bezels also allow the product's appearance to be changed to suit the space or the user's preferences.
Porcini described the SH95 as "the first step that could change Samsung's entire product category." Samsung Electronics Co., Ltd. is considering expanding expressive design to various product lines in the future.
Regarding the success of the Samsung Galaxy Z Fold 8, Porcini said that day, "Samsung Electronics Co., Ltd. was the first company to launch a foldable phone, and this demonstrates Samsung Electronics Co., Ltd.'s innovation."
He added, "The Samsung Galaxy Z Fold 8 has advantages both when the smartphone is closed and when it is open, and I think the balance of its compact size fits well into the user experience."
Regarding the design strategy for the B2B (business-to-business) operations being strengthened across the company, he explained, "We must understand not only functions and business but also the experience," adding, "Based on our understanding of technology, we create stories through design to communicate that technology."
Regarding the design concept for the robotics sector, one of the future growth businesses, he said, "I believe we must understand the needs of the industry and find a balance between rational and emotional desires," adding, "We are considering how our products can help people without disrupting their daily lives."
The exhibition also unveiled works by 14 teams of Korean artists who reinterpreted Samsung Electronics Co., Ltd.'s TVs, refrigerators, washing machines, and smartphones in their own ways. Some works were completed using AI (artificial intelligence) in the human creative process. Samsung Electronics Co., Ltd. plans to use AI not as a technology that replaces human creativity, but as a tool that expands emotion and imagination.
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