The Seoul Design Office, located in the Seoul R&D Campus,
serves as the starting line for Samsung Electronics Design
and the drawing board for all blueprints.
The office devises mid-to-long term design strategies and carries out various
design projects to support Samsung Electronics in creating value for users through
design and proposing a vision for the future.
  • Seoul Design Office Illustrates an Innovative Future
    for Samsung Electronics Design.
    The Seoul Design Office plays a central role that guides the company-wide
    direction of Samsung Electronics Design. Furthermore, the office establishes
    a unique design identity for Samsung Electronics and formulates a systematic
    and strategic outlook for the future. Also, through the conception of innovative
    design based on breakthrough technology, the Seoul Design Office seeks to
    provide a brand new and meaningful lifestyle to our users.
    A designer sketches a product on a table.
  • An outside view of Samsung’s Seoul R&D Campus.
    Leading Samsung Electronics Design
    through a Mechanism of Connection and Communication
    The greatest minds in the fields of strategy, product, UX, graphic, and engineering
    design come together and create ingenious synergy at the Seoul Design Office.
    While carrying out various projects, designers of each business division constantly
    communicate with one another to successfully achieve design innovation.
    Also, by establishing a convenient UX that is unique to Samsung Electronics,
    the office makes the utmost effort for users to experience a seamless connection
    between Samsung products.
  • A mobile phone model is being separated from a 3D printer.
    Four designers are smiling at a table during a meeting.
  • 1 9 7 1
    Samsung Design Function Established
    The First Evolutionary Step to Product Diversification
    (Affiliated with the Sales Division)
  • 1991
    Samsung Design Japan Founded (Japan)
  • 1 9 9 3
    Declaration of New Management (Frankfurt)
    Expansion of the Design Team with the Transition
    from Quantity-centric to Quality-centric
  • 1994
    Samsung Design America Founded (USA)
  • 1 9 9 6
    Declaration of the Year of Design Revolution
    Emphasis on the Importance of Design,
    Focusing Efforts to Develop Samsung’s Unique DI
  • 2000
    Samsung Design Europe Founded (UK)
  • 2001
    Corporate Design Center (Direct Report to CEO) Established
  • 2004
    Samsung Design China Founded (China)
  • 2 0 0 5
    Milan Design Strategy
    Re-Emphasis on the Importance of Design,
    Establishing a Global Design System
  • 2008
    Samsung Design Delhi Founded (India)
  • 2 0 1 5
    Relocation to the Seoul R&D Campus
    2015 Relocation to the Seoul R&D Campus
  • 2016
    Samsung Design Latin America Founded (Brazil)


The Corporate Design Center, a representative design organization that systematically executes company-wide
design management, secures product originality and pursues user-centric advanced development. The center also
fosters design talents with capabilities in convergence through design innovation that has its roots in global culture.

Experts in product, UX, graphic, and engineering design has formed a team to carry out a comprehensive design
process that ranges from product concept exploration to design prototype development and verification. In addition,
Global Design Offices have been established within the Corporate Design Center to develop avant-garde design
through the global exploration and excavation of region-specific design and insight.

  • A designer writes on a whiteboard with sticky notes and materials attached to it.
    Design Strategy ∙ Planning
    We aspire to develop an innovative design that is unique to
    Samsung Electronics in an everchanging era, by way of
    establishing a mid-to-long term design strategy based on
    Samsung Electronics’ design philosophy.
  • Several different design materials are placed on a table.
    Cultivating Advanced Design
    We search for progressive design that will set us apart from
    existing businesses. We explore mid-to-long term business
    opportunities that can lead and change the market through
    discovering breakthrough technology beyond the electronic
    industry and converging industries. Also, we strive to seek out
    and design ideas that can change the lifestyles of our users.
  • Many books and materials are scattered on a table during a meeting.
    Enhancing Company-wide Cross Synergy
    We developed design elements that are unified throughout
    company products, such as Icons and Fonts, to provide a
    single design experience for Samsung Electronics users.
    We also launched various UX projects to offer seamless
    user experience that is achieved from natural and organic
    connections between Samsung Electronics products.
    With research and exploration of innovative UX elements,
    we strive to elevate Samsung Electronics’ brand image
    through design.


We guide users to a new lifestyle that is inspired by leading-edge design.
The Business Divisions, consisting of Visual Display, Digital Appliances, Health & Medical Equipment,
Mobile Communications, and Networks, strives for unique user experiences and design values.

  • Two designers have a meeting and sketch televisions on a wall.
    Visual Display Design
    We present users with a design that provides one-of-a-kind experiences
    and values. Our state-of-the-art designs for TVs, monitors, various
    screens and AV systems radically transform the lifestyles of our users.
    Our team consists of Design strategists, as well as Advanced, Product,
    Graphic, and UX designers.
  • Designers are feeling different materials.
    Digital Appliances Design
    ‘Designed by Thoughtfulness’ is our digital appliance design
    philosophy that embodies the solicitude we have towards our
    users. Our designers tirelessly draw inspiration from this
    philosophy to design all digital appliance products (refrigerators,
    washing machines, air conditioners, cooking appliances, vacuum
    cleaners) and services to create meaningful and delightful
    experiences for all.
  • Medical devices and products are displayed on a table while a designer puts notes on a glass wall in the background.
    Health & Medical Equipment Design
    By implementing Samsung Electronics’ high-end IT technology
    to medical equipment, we develop cutting-edge health and
    medical equipment products that provide breakthrough in medical
    environments. Our designers, who are first and foremost
    user-centered, make the utmost effort to help define Samsung’s
    medical equipment as a brand that brings comfort to patients
    and convenience to the medical staff.
  • A designer looks at a sketch of a cellphone and renders the image on a computer monitor.
    Mobile Communications Design
    It’s all about the user when it comes to our design priorities. We project
    brand-new lifestyles to our users by providing innovative designs for
    devices our users need most; smartphones, tablets, wearables, and PCs.
    Our Product, CMF, Graphic, UI, and GUI designers persevere day and night
    in collaboration with strategists to achieve a pioneering design that sets
    the global standard.
  • Two designers have a meeting to discuss products and materials.
    Networks Design
    Product, Graphic, and UX designers are behind the designs of our mobile
    communication systems and business communication solutions. We provide
    value to our users in the B2B market not only in terms of management
    efficiently, but also in convenient usability. We work ceaselessly to be up to
    speed with the changes in today’s mobile communication technology and
    develop designs that can offer exceptional, user-centered services.