Unpacking the Designs and Innovations Inspired by You

By Dr. TM Roh (Head of Samsung – MX Business)
Last year, I expanded my responsibilities as head of Samsung’s MX Business, to lead our
Corporate Design Center. My career as an engineer taught me that the most sublime designs
are intertwined with technological innovation. This new responsibility allows me to delve deeper
into how the synergy of design, engineering and R&D can yield transformative experiences.
With my fellow designers, I’ve embarked on a deep exploration of Samsung’s design strategy to
understand our roots and envision our growth.
Different Times, Unchanged Commitment
In 1996, Samsung committed to a philosophy: “Inspired by Humans, Creating the Future.” It
means our creations are conceived with a deep understanding of you, the user, and we hold an
unwavering belief that a user-centric approach is the key to the future.
We feel this even more keenly nearly 30 years on, as we contemplate the fluid nature of human
interaction. Users value experiences over mere achievements and meaningful connections over
raw technological prowess. We have distilled the Samsung design philosophy into three Design
Identities, each one with you at the center: our products must be Essential, Innovative and
Essential design prioritizes clarity of purpose and ease of daily use. Innovative design
emphasizes originality, reflecting purpose in new and distinct ways. Harmonious design ensures
all elements work together for a holistic purpose, aligning with societal, environmental and
ethical value
Inspired by Humans, Creating the Future
These three Design Identities are exemplified by our latest hardware and software ecosystem.
Take, for instance, the act of folding and unfolding a smartphone. It seems simple. However,
that simplicity users feel is only achieved through a rigorous focus on what is most essential and
intuitive. The minimal, sleek appearance housing specialized hinge functionality emphasizes our
commitment and the inherent beauty of essential design.
We’ve raised the standards for foldable smartphone ergonomics. A difference of millimeter in a
device’s thickness may not sound like a big change, but every gram and millimeter in a foldable
device requires an engineering breakthrough. It demands craftsmanship with passion. When
done well, the benefit to users is huge. That’s why we’ve innovated to make our latest foldables
slimmer and lighter than our previous generations.
Samsung Galaxy foldable is completed by its users, with its personalized experience. With our
Galaxy foldables, your self-expression reaches new levels with, literally, the most flexible
camera experience in Samsung Galaxy. You can capture the perfect angle, hands-free. The
enhanced multitasking experience like a PC also raises the bar for productivity. You can work,
collaborate or game on-the-go.

Samsung Galaxy Tab and Wearables are designed in the same spirit. They work with each
other harmoniously in an ecosystem that opens up a powerful connected experience, serving as
a seamless extension of your needs, priorities and unique personality.
Whatever the Samsung Galaxy experience is, when we say, “Inspired by Humans,” we don’t
just mean people. We also mean their communities, their environment and their planet.
Samsung Galaxy devices are designed with sustainability for the future in mind, because even
the smallest actions could contribute to a large impact — such as protecting our planet. When
we say, “Creating the Future,” that includes our responsibility today to ensure a sustainable
tomorrow for the future generation.
Our Shared Journey to a Better Tomorrow
When design comes together with technological innovation, it brings forth new possibilities. With
innovative technologies, people can make the most of today, and ultimately, create the best
possible tomorrow. We invite you to join us at Unpacked, where we’ll pull back the curtain on
our latest devices and experiences — inspired by you, created for you.
In a way, they were nearly 30 years in the making, a culmination of decades of human-inspired
design. But, this is also just the beginning. Seeing the ways our innovations blend into your
lives, enabling new possibilities for creativity, productivity or self-expression, will inspire the next
steps of our journey. So, let’s navigate this journey together, harnessing design and technology
to create a future that truly reflects you.
Find out more by joining Samsung Electronics on July 26 as we host the very first Unpacked
in Seoul, Korea, a place where traditional culture and futuristic visions intersect to inspire
global trends and game-changing innovation.
The event will be streamed live on Samsung Sri Lanka official YouTube Channel , LinkedIn
and Twitter , 4.30pm (IST) onwards.
As Sri Lanka’s No. 1 smartphone brand, Samsung has been awarded the prestigious title of
‘People’s Youth Choice Brand of the Year’ for four consecutive years by SLIM Sri Lanka’s
review of the country’s most valuable brands. Samsung’s customer base in Sri Lanka spans
across all age groups, with a particular focus on the Gen Z and Millennial segments.

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