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GLOBAL DESIGN STUDIO SERIES #7

SAMSUNG DESIGN LATIN AMERICA

Latin America: the land of youth, passion, and diverse cultures
Latin America’s diversity creates a rich environment that fosters innovation and
entrepreneurship. Located in Sao Paulo, the most populous city in the American Continent,
Samsung Design Latin America (SDLA) aims to first understand the needs of local users
to create globally desired design solutions that are locally inspired.
An image of the Sao Paulo.
  • SDLA Unfolds New Possibilities and Vision for Design.
    SDLA was founded in 2016 to study the markets and consumers in Latin America.
    The SDLA design strategy team and UX design team collaborated closely to create
    a valuable consumer experience based on Latin America’s defining characteristics of
    Optimism, Boldness, and Diversity.
    An image of the Sao Paulo’s street.
  • An image of SDLA staff having a meeting.
    SDLA Starts off Locally, Branches Out Globally
    SDLA aspires to do more than just fulfilling local user needs. SDLA seeks to embrace
    Latin America’s diversity and makes the utmost effort to create globally resonating
    designs by materializing ideas. In an age when boundaries are becoming increasingly
    obsolete, we are focusing our efforts to elevate our locally originated designs
    to become globally significant and meaningful.
  • An image of SDLA staff having a meeting.
HISTORY
2 0 1 6
Samsung Design Latin America founded
(Located in São Paulo, Brazil)

An image shows SDLA Head of Office Yunah Seong.

Latin America is a dynamic region based on social and cultural diversity.
The culture of togetherness and the pursuit of freedom and pleasure
in daily life align with the values of Samsung Design.

Through this cultural inspiration, SDLA offers intimate customer
experiences and continues to create designs that bring positive
value to everyone’s lives through meaningful innovation.

Yunah Seong, SDLA Head of Office

  • An image of SDLA staff having a meeting.

    our team
    • Design Strategy Team
      The Design Strategy Team analyzes
      the lifestyles and behaviors of LATAM
      consumers to uncover areas of opportunities
      for local-specific concepts and services.
    • UX Design Team
      The UX Design Team explores new ideas
      based on mobile usage patterns of LATAM
      consumers and visualizes these discoveries into
      UI/GUI designs. Furthermore, the UX Design
      Team collaborates with the local R&D Team
      to carry out commercialization development.
  • our works
    • 'THE TIDE' ENCOURAGES REDUCING CARBON EMISSIONS
      'THE TIDE' ENCOURAGES REDUCING CARBON EMISSIONS
      'THE TIDE' ENCOURAGES REDUCING CARBON EMISSIONS
      This is an eco-conscious concept design for users who have the interest and will to protect the environment but don’t know how to put it into practice on a daily basis. It automatically calculates carbon emissions related to daily behaviors (mobile phone data usage, electronic device usage, travel, etc.) and expresses them in a gamified design to encourage user participation. It won Silver in two categories at the Brazil Design Award: Digital Design and Future Design.
    • LATAM MX ECO-CONSCIOUS PACKAGES
      LATAM MX ECO-CONSCIOUS PACKAGES
      LATAM MX ECO-CONSCIOUS PACKAGES
      The first thing customers experience when they receive a product is the Logistics package. The MX Eco-conscious Package was designed to effectively convey Samsung Electronics’ ESG efforts to customers. From receiving the product box to opening it, customers naturally recognize the core message, “Change begins with small steps. (Los cambios comienzan con pasos pequeños),” at every point. Then they naturally check the QR code for more information since the box is designed to follow the flow of the customer’s gaze. It has been introduced in major Latin American markets (including Mexico, Peru, and Colombia).
    • SmartThings Energy Brazil
      SmartThings Energy Brazil
      SmartThings Energy Brazil
      SDLA led the localization of SmartThings Energy in cooperation with SRBR for Brazil, which has a significant regional variation due to its complex calculation of electricity bills. Dedicated server and UX design allow users to manage their energy usage accurately.
    • Eco Package for Football
      Eco Package for Football
      Eco Package for Football
      SDLA proposed five package designs related to football and watching games using Samsung TV packages. It allows Latin American consumers to approach meaningful upcycling by creating attractive eco-packages.
    • MOBILE SECURITY FEATURES FOR ONE UI
      MOBILE SECURITY FEATURES FOR ONE UI
      From 2019 to 2020, we designed UX functions that are globally applicable by researching mobile user behavior in Latin America. Elements that enhance security were applied to the ONE UI for the safety of mobile users. These features include offline tracking for finding stolen phones without data, power-off lock to prevent stolen phones from turning off, and earphone notifications for dangerous situations.
    • BIVOLT REFRIGERATOR
      BIVOLT REFRIGERATOR
      The SDLA research team discovered local features and problems in some cities in Brazil that utilize a mixture of 127V and 220V voltages. The team conducted research and development to prevent potential damage and complications of digital appliances in households using two voltages, contributing to the production of the BIVOLT REFRIGERATOR.
    • WASHING MACHINE CMF
      WASHING MACHINE CMF
      The SDLA Research Team researched the lifestyle of Brazilians to comprehend their perception and preference of color, material, and finish of designs for a front load washing machine. The results of the research were implemented by Brazilian businesses and in the selection of portfolios, colors, materials, and finishes for washing machines.
    • A product shot of NX30
      A product shot of NX30
      FLASH NOTEBOOK POUCH
      The FLASH NOTEBOOK POUCH is designed in accordance with the characteristics of the FLASH NOTEBOOK, which saw great response from the younger generation. The pouch allows all peripherals to be carried conveniently while protecting the laptop without compromising style and functionality. A pouch that reflects on the preferences of young consumers while emphasizing its individuality was created through local suppliers.
    • J-SERIES PACKAGE DESIGN FOR LATIN AMERICA
      J-SERIES PACKAGE DESIGN FOR LATIN AMERICA
      The J-Series 2018 lineup package design has been created based on colors preferred in Latin American regions. Minimal design is widely used for various IT products as it showcases a product in a simple manner while emphasizing its technical aspects. The SDLA redefined the Latin American consumer’s notion of minimal design and applied it to the Brazil and Argentina Mid-Tier Smartphone Series. The all-new Mid-Tier Smartphone Package Visual Design has received great reviews from customers while also saving in material costs, effectively satisfying needs for both design and business.
    • BUSINESS TV MOBILE
      BUSINESS TV MOBILE
      Business TV Mobile is a convergence service released in 2018 that helps small business owners execute advertisements on TV channels. Premade advertisement banners or even ones created with a smartphone can be uploaded and advertised at a set time designated by the user. As more users utilize the service and diverse user scenarios accumulate, the service expands and more functions are added. This sets the service apart as an excellent and cost- efficient choice for local pubs and restaurants.
SAMSUNG DESIGN LATIN AMERICA
1240 AV. DR. CHUCRI ZAIDAN, (#21F, DIAMOND TOWER),
VILA SAO FRANCISCO, SAO PAULO, SP, BRAZIL

A map shows the location of SDLA.