The Future
Discovered
in
Diversity

This isAndre Tanaka’s profile photo.

Andre Tanaka
Designer, SDLA

“ Keeping the balance between traditional and global. Diversity is our strength. ”

This is a photo of SDLA designers working together.

Latin America is a large continent with many different countries. I’m wondering if there a single trend that is universally significant.

Andre Design trends in Bolivia are different than trends in Mexico, which are again different from trends in Argentina. Since diversity is such a commonly understood idea in this region, there is no such thing as a single definition for a ‘Latin American lifestyle.’

I think history has something to do with it too.

Andre That’s true. Over the course of many different eras, people from different continents and countries came together and brought in diverse cultures. That rich cultural heritage has mixed together and became the foundation of this place.

Can you give us an example to better understand what that’s like?

Andre People often think Brazilians love bright and bold colors, but that isn’t always true as it actually depends on the context. Brazilians may sometimes go for a more minimal style, or at times they would lean toward lively colors. It’s mixed and flexible, and perhaps that’s the Latin American style.

These are images of SDLA designers’ sketches, designers working together, inside of the SDLA office.
These are images of SDLA designers’ sketches, designers working together, inside of the SDLA office.
These are images of SDLA designers’ sketches, designers working together, inside of the SDLA office.

Even though regions have distinct colors, I feel like there would be some kind of common universal trait.

Andre As we’re living in a globalized and connected society, we are definitely influenced by global mainstream design trends. However, we always look for our roots and historical heritage as well. There’s always a consistent effort to balance between traditional and global.

When you reflect the local insights you gained to design, what do you focus on?

Andre There are two main points that are important when it comes to designing for Latin Americans. The first point is that socialization is a very big thing here. Regardless of what we’re designing, we have to consider how this product is going to be used with groups of people and how the interactions are going to work with friends and family. Secondly, it is the fact that users will improvise when using the products. No matter how much you plan, Latin American users will somehow find a way to use your product in ways you never expect. As a designer, it is important to take advantage of this improvisation.

This is an image that shows the inside of the SDLA office.
This is an image that shows the inside of the SDLA office.

Where does the Samsung Electronics brand stand in Latin America?

Andre Overall Samsung Electronics is a very strong brand all over Latin America, especially regarding smartphones and televisions, where our market share is huge. The market here is very competitive and Latin Americans are very cost sensitive, but despite of that, people here trust a lot in our brand and products.

What kind of role do you think SDLA will play in the coming years?

Andre I believe our role is to bring the voice of Latin America to the future Samsung Electronics is creating, much like the design philosophy of ‘Inspired by Humans, Creating the Future.’ Drawing from inspirations that were born from this region, I want to create designs that garner admiration from all around the world and convey profound resonance to our customers.

The Future Discovered in Diversity