1969 - 1992

Samsung Electronics Embraces Design

Samsung Electronics, founded in 1969, initiated its design capabilities in 1971 when the idea of ‘design’ was still an unfamiliar concept. During this time, design was simply a function that decorated the surface-level of a product after its planning phase was completed. However, starting in the 1980s, design became a tool that was used to differentiate products in the product planning phase and soon after expanded its territory to other applications.

1971

This is an image that a designer from Samsung Electronics working on.

The First Designer Hired

Samsung Design took its first step when a first designer was hired in the Sales Division.
“I joined the team on September 1st, 1971. I remember reading a four-column recruiting ad for an industrial designer in the JoongAng Daily Newspaper, for which I drafted a cover letter. I passed the documentation exam and went in for the interview, where the first question was ‘what is industrial design?’ I talked about the entire process that starts from market research, competitor research, modeling to mass production for about 10 minutes. Normally I should’ve been done under 3 minutes, but no one was stopping me, and everyone was very interested in what I had to say. After two weeks I got an offer, and I found out that among 2~30 applicants for the industrial designer position, I was the only one to get the job.”
- Interview with Sung-Soo Hong, Honorary Professor at Chung-Ang University

1981

Promoted to the Samsung Electronics integrated design studio

Samsung Design, which started from a small group, gradually grew to a size of 55 people after going through its phases as a design office and an advanced research center. It eventually became promoted to the Samsung Electronics integrated design studio. Samsung Design was starting to be acknowledged as a company-wide R&D organization. This was when designers began to conceive designs that set apart Samsung Electronics from other competitors.

1983

This is an image of Samsung Good Design Exhibition.

Expressing Creativity and Learning Advanced Foreign Cultures

Through the ‘Samsung Good Design Contest,’ designers were able to freely express their hidden passions. The Samsung Good Design Contest first kicked-off in 1983 at the Royal Hotel Seoul and provided designers who previously focused their designs only on competitor products a precious channel to express their uninhibited passion for creativity. Designers were given special privileges to go on overseas business trips which were rare opportunities for them to interact with advanced foreign knowledge and culture. In a time when an overseas design studio did not yet exist, those who were on business trips often helped or participated in exhibitions.

1991

This image shows workers at Product Planning Center.

Foundation of Samsung Design Japan

The first overseas design studio, Samsung Design Japan (SDJ) was established in Tokyo to teach designers advanced design techniques and processes. This became the foundation on which Samsung Design’s capabilities matured to match global standards.