Where Ideas Bloom and Innovation Flourishes

November 19, 2024

The Daily Life Story of Designers from Samsung Design Europe

Photography by Lorenzo Zandri

Strolling through London’s streets for inspiration, and attending fashion shows in Milan to spot trends. Samsung Design Europe(SDE) communicates and identifies with people through design and is sketching a blueprint for the future of Samsung Design. Meet the designers of Samsung Design Europe, a creative hub where designers from diverse backgrounds come together to share different perspectives and ideas.

Designers interviewed

Para Kang - Design Strategist

Sian Philippa Ware - Trend Researcher [Studio Atelier]

Jessica Hore - Visual Designer [Studio Atelier]

Camille Hammerer - Design Strategist [Studio Atelier]

Adam Roberts - Interaction Designer [UX Design]

Hyuntaik Lim - Product Designer [Product Design]

Ingyul Beak - Material Strategist [Material Experience]

Samsung Design Europe

London
Inspiration in
Every Corner
The Office
Creating Inspiring
Workspaces
After Work
Renew Energy
through Rest

London

Inspiration in Every Corner

London, where SDE is based, is not only rich in art and history. Fresh ideas and sensations fill the streets every day, naturally permeating Samsung Design’s creative process. A fine object discovered in the sun-flooded galleries of the Tate Modern, or on a rainy day in Brick Lane, becomes the seed of bold design. Within the rhythm of the city, Samsung designers connect with people, pursue innovation, and envision a better world.

“The European lifestyle not only enriches our creative process, but also allows SDE to drive global design trends.”

Para Kang Design Strategist

The building facade features bold red doors with the striking phrase 'LOVE IS THE' displayed above, infusing the space with vibrant energy and meaning.

Shimmering metallic spheres interconnected in a striking structure stand out against the modern building backdrop, symbolizing a fusion of science and art in its unique design.

It seems that Europe has its own strong design influence. In spite of that, what are some recent changes in design trends?

Adam Europe is a hub of innovation and creativity, being a location where many start-ups and emerging talent are, which we see all around us. This gives us a constant influence of fresh trends which are at their birth and access to conversation and collaboration with different types of designers, creative technicians and artists. Over recent years, we are seeing more focus on trends which are rooted in emerging tech, which are coming from different lifestyle and cultural areas.

Para In recent years, GenAI has become an important tool for creativity and efficiency. Designers can quickly visualize diverse designs, and we can improve the user experience by creating custom designs based on user preferences. In terms of collaboration, AI simplifies the creative process between teams, making feedback and development smoother. It also proposes eco-friendly materials and production methods so designers can make eco-conscious choices, and it reduces the time and costs involved with prototyping. Overall, the integration of Gen AI into European design is driving more innovative and future-friendly design outcomes.

This image is a step-by-step visualization of the new hire process. There are four main stages, each labeled with an icon: from left to right: Application Screening, Job Competency Test, Interview, and Medical Check up. A vibrant display of street art filled with bold colors and unique graphics. Messages like 'Bunnies Not Bombs' add a mix of humor and strong urban expression.

Europe has its own special charm and heritage, but I’m curious if it’s also influenced by other cultures. If so, which countries or regions, and what cultures is it interested in?

Sian London is such a cultural melting pot, and this diversity naturally seeps into the city’s trends. These days, Korean and Southeast Asian food is becoming really popular, and the African and Caribbean cultures are heavily influencing the music and art scene. At the same time, South Asian culture is standing out and expanding its presence across many areas, including beauty and fashion. This establishes the city as a fusion of diverse cultures, constantly evolving.

London's modern landmark, 'The Gherkin,' stands out with its unique curves and geometric glass patterns, defining the city's skyline.

I heard the area where the current SDE office is located is a very up-and-coming place. Could you briefly describe that area, and introduce any places designers might be interested in visiting?

Para SDE is located in the City of London near Shoreditch and Hackney. It’s a vibrant, trendy area in East London, renowned for its artistic scene, street art, and boutiques. Shoreditch has become an essential destination for anyone in the design field, with its lively yet modern atmosphere fused with traditional architecture, as a place to find artistic and creative inspiration. Below are some places near SDE that designers should definitely visit!

Brick Lane

Famous for its street art and vintage shops, Brick Lane has a rich cultural heritage. Definitely check out the market on Sundays, full of unique crafts and fashion. If you're hungry, stop by Beigel Bake, a famous bagel shop, and try their local bestseller, “Salt Beef Beigel.”
180 The Strand

Located on the nearby Strand, it is the heart of London's creative community and has hosted some of the city's most exciting exhibitions in recent years. The exhibition space within the renovated Brutalist building is particularly impressive.
Spitalfields Market

One of the oldest markets in London, the old Victorian market building has been renovated into modern architecture. Be sure to visit the antique market held every Thursday.
The Old Truman Brewery

A creative space that holds various events and exhibitions, and a great place to discover up-and-coming designers and creative artists.
Banksy’s Artwork

Discover Banksy's early murals throughout Shoreditch, famous for being the faceless artist. (Monkey, Guard Dog, Pink Car, I love London, Robbo, Basquiat etc).
Barbican Centre

The Barbican Centre, considered one of Britain's most important pieces of modern architecture, is a multi-cultural arts center where you can enjoy a variety of music performances and exhibitions. Also, you can enjoy an afternoon tea set in London's second largest conservatory.

SDE works on design projects with various teams. How does Europe’s unique strength impact Samsung projects?

Para Europe’s unique strength in design profoundly influences the work we do at SDE. The continent’s rich and diverse cultural heritage creates an innovative and creative environment, which inspires our projects. Drawing on a longstanding tradition of artistry and craftsmanship, we seamlessly integrate traditional techniques with modern technology in our designs.  Moreover, Europe’s strong commitment to sustainability and functional aesthetics drives us to create visually striking and environmentally responsible solutions. Our designs also prioritize user experience and social impact to resonate deeply with people. This blend of history, innovation, and community not only enriches our creative process, but also allows SDE to drive global design.

A space where natural elements blend with modern design. Plants, warm wooden panels, and soft lighting create a comfortable and harmonious atmosphere. — Photography by Lorenzo Zandri

The Office

Creating Inspiring Workspaces

Located in the heart of London, SDE is a space that allows for the natural flow of creativity and collaboration. Team members interact and share diverse ideas daily in the wide, open office space. London’s complex culture and dynamic energy can be felt throughout our offices.

“We’re building a proactive, teamwork-oriented culture. We like to share and debate our ideas together.”

Camille Hammerer Design Strategist

he deep green desk, light wooden partitions, and lush greenery come together in a natural and harmonious blend. — Photography by Lorenzo Zandri

Natural light streaming through large windows illuminates the deep green chairs and minimalist white table, creating a sleek and bright atmosphere. — Photography by Lorenzo Zandri

Tell us about the office. Are there any special spatial features or concepts?

Para When you walk into our office, the soft lighting and wood finishes evoke a calm, homey atmosphere where creativity can flourish. One notable aspect of the office includes the timber screens separating open-plan areas from private meeting spaces, facilitating both collaborative and intimate discussions. Greenery, comfortable furnishings, and moveable linen curtain partitions contribute flexibility and warmth to communal spaces, reflecting our taste for environments that encourage active interaction and communication.

Spaces connected by warm wooden elements create a natural ambiance. Subtle curtains and soft lighting enhance the cozy yet sophisticated atmosphere. — Photography by Lorenzo Zandri

As you mentioned, the tables in the office have an open, flat structure. Is this because there’s a lot of collaboration? Also, if there are any other special features or layouts unique to SDE, please share them with us.

Para SDE has a very active, teamwork-oriented culture, and we like to share and discuss our ideas with each other often. We run multiple team sessions for each project, and I think it’s important for everyone to express their opinions and participate actively so we can gather a range of perspectives and thoughts.

That’s why our office is open, for active collaboration between designers. This layout encourages teamwork and it’s essential for driving creativity and innovation.

Jessica We also eat together regularly in the shared kitchen. It’s an enjoyable moment for everyone to come together, share stories, and be part of a community despite our busy work schedules.
Are there any special items on the designers’ desks or in the workspace that you can tell us about?

Camille I like to get creative with my workspace when I work from home. I made a display on the shelf behind my desk with artwork, photos, flowers, books, postcards, and more, which always inspires me. There’s also a treasure chest I made with my daughter. It’s filled with pebbles, pinecones, and leaves we’ve picked up on the street. Our family art sessions on the weekend are also a big inspiration for me.
What projects are you focusing on these days?

Camille [Studio Atelier] We’re working on a global trend insights project. Through insights and inspiration from our desk research and fieldwork, we’re discovering strategic opportunities and creative influences for Samsung Designers. We’re interviewing experts, visiting design & art fairs, and holding active brainstorming sessions to familiarize team members with the current zeitgeist and discover key design trends.

Adam [UX Design] To improve user experience, we’re working to understand user needs, stay ahead of new technology and emerging design trends, and apply these to future products. From working on the next launches to considering long-term roadmaps, we’re putting strategies in place to stay ready for future technologies. We work on key directions across the ecosystem of Samsung products, and we’ve been working on our core UX ‘One UI’ since its inception. Our projects encompass different aspects of user experience, including strategic visual identity, creating new experiences, and defining design systems.

Hyuntaik [Product Design] We’re focused on developing new product categories that respond to significant lifestyle shifts. Starting from Europe to ensure global resonance, we are collaborating closely with various business units to envision products that connect across markets. Specifically, we are working on a project dedicated to redefining the design process through AI, exploring how designers can leverage AI to create more cohesive and impactful designs.

Ingyul [Material Strategy] We’re conducting all kinds of research and collaboration in regards to new materials and related cutting-edge technologies being developed in various advanced and artisan industries in Italy (furniture, lighting, architecture, interior design, motorcycles, yachts, etc.) and applying those to our Samsung products. We also inspire innovation and design language through materials as our studio is perfectly located where the world's most important design event takes place every year with Milan Design Week.
Do you use any tools besides laptops and electronic devices while working?

Sian We’re always using design and cultural publications and key cultural criticism works for inspiration and to discover new artists and trends. They’re an essential part of our research process here at SDE.

Para The Milan Material Experience team specializes in CMF (color, material, and finish) so they take a hands-on approach to their work and materials. They gather an array of samples and develop unique materials using various techniques, like 3D knitting and printing, and laser engraving. Every time I visit Milan, I’m impressed by the extensive CMF library.
I heard that SDE holds seasonal parties in summer and winter. The festive atmosphere must be so much fun!

Para SDE designers are a fun-loving bunch, adept at balancing hard work with play. In summer, we played a spirited game of Pétanque, where you score points if your boules are closer to the target than your opponents’ after all the balls have been thrown. With a chilled beer in hand, it was the perfect way to relax and unwind. For our winter parties, we choose a theme. In 2023, the theme was “You Own Everything! Opulence.” Everyone dressed up, danced together, and had a great day. Our Milan team joined us in London for the winter party. It feels like a strong bond was created between our London and Milan team members.

A serene landscape where the river gently flows amidst lush greenery, creating a tranquil and peaceful ambiance.

After Work

Renew Energy through Rest

The designers at SDE balance work and play in their daily lives. They enjoy a variety of activities that mean they can switch off from work while recovering their creative energy. Those cultural, relaxing daily moments throughout the city inspire and help relieve stress. This time to recharge has a positive impact on work, and even leads to new ideas.

“There are a lot of after-work fitness groups like running clubs these days. It’s all about making an effort to be healthy and enjoy work, so I think it’s similar to the Korean ‘god-saeng’ lifestyle.”

Sian Philippa Ware Trend Researcher

A small garden featuring a colorful mural-adorned hut and surrounding benches creates a warm and inviting community space.

On the left, a vibrant urban scene blends graffiti with architecture, while on the right, fresh and flavorful dishes add a touch of liveliness.

Are there any places you often visit around the office (park paths, galleries etc) during lunch or break times? What do you usually do there?

Sian We’re very lucky to be in a city with tons of public galleries, museums, and other cultural institutions, and we can enjoy them all for free. We can go and see works by new and famous artists and designers at places like the Barbican, the V&A, and Somerset House pretty often.

Camille In Shoreditch, which is near our office, you can always find visual inspiration from street graffiti or unique buildings. It’s always nice to stroll around at lunchtime or after work and soak up the city’s atmosphere.

Para I like finding hidden dining spots. As a foodie, I actively look for great places to eat near the office. It’s exciting to discover new culinary delights and it makes my commute more enjoyable.

Ingyul The area where the Milan office is located is currently the hottest in Milan, with a variety of showrooms, bars, and restaurants opening up all the time. By looking around this place, it’s easy to stay up-to-date with new trends in lifestyle and interior design. In addition, you can learn how to construct new buildings in sustainable ways.

People sharing lively conversations and smiles over glasses of beer, radiating warmth and a vibrant atmosphere.

Does London have a ‘Friday Night’ culture like in Korea? Or are there any other activities people usually do after work?

Para Instead of going out on Fridays, people prefer to meet after work on Thursdays. Most people work at home on Fridays as hybrid working is common now, so they like to socialize after leaving the office every Thursday. Pub culture in London is a little different than in Korea. You’ll find large crowds standing outside pubs and drinking, rather than sitting inside, because people prefer to casually grab a beer or drink and chat with people on the street.

These days in Korea, many people prefer a “god-saeng” lifestyle, which means living a diligent and exemplary life. After work, people often do exercise like running, or develop themselves by studying. In Europe, and especially in London, do people have their own ways to stay healthy and enjoy working?

Sian In London, there are lots of after-work outdoor activities and fitness groups, like night-time rave running communities. Pop-up mindfulness festivals and concerts are also becoming popular. It’s all about making an effort to be healthy and enjoy work, so I think it’s similar to the Korean ‘god-saeng’ lifestyle.

Classic red-brick architecture stands alongside modern skyscrapers, illustrating a cityscape where the past and present coexist harmoniously.

Lastly, if you have anything else to say, feel free to share!

Para The harmony between old and new architecture is a constant source of inspiration for me. Europe has a way of cherishing tradition even amidst change and progress, so old and new coexist in beautiful harmony. This mindset allows for creative ideas that innovate while also honoring the past. We incorporate these challenges and possibilities into Samsung designs so we can dream of a better future.

People move swiftly past shelves filled with design materials, where dynamic motion meets organized space, creating a vibrant and creative atmosphere

The unique environment of SDE and inspiration in daily life serve as essential resources for Samsung designers. The experiences gained inside and outside of the lab enrich their creativity, and naturally blend into the designs they create. Moving forward, they’ll continue to connect with people through innovative designs, and bring to life ideas for a better future.

Where Ideas Bloom and Innovation Flourishes