Since its inception, one of the founding principles behind Bespoke by Samsung Electronics has been to enrich lives through creative design. To this end, Samsung collaborates with designers and artists and encourages user participation through global design competitions. Now, with Samsung’s latest design experiments, Bespoke takes customization to the next level, giving consumers the freedom to create designs that truly reflect their personality.

Read on to find out more about Bespoke’s design journey and how, through creative collaboration, the range became a means of self-expression for artists and consumers alike.

global by design

Creative inspiration comes in many forms. As part of the continuous exploration to discover new design ideas, Samsung has been inspired by artists from all over the world. Starting from Korea in 2019, Samsung has collaborated with famous designers, such as furniture designer Seungi Mun, interior designer Hasuk Jang, and space and strategy designers Jong Kim and Teo Yang. Together, these visionaries spearheaded the original design campaign highlighting the adaptable and customizable features of Bespoke appliances.

From there, the inspiration for the custom design ventured outside of Korea. In 2021, French illustrator Thibaud Hérem and American artist Andy Rementer introduced European architecture and pop art into bespoke refrigerator designs, both of which are available around the world today. Also, earlier this year, Alex Proba, founder of Brooklyn and Portland-based design studio StudioPROBA, created her own limited-edition Bespoke refrigerator panels. Proba used colors and shapes found in nature to express joy through his panel designs. — Proba panels are also available for consumer enjoyment. Through such collaborations, the artists have helped evolve the language of bespoke design by infusing their own artistic styles.

▲ [Limited-edition panel art – Alex Proba]

Global design inspiration also came in the form of cultural representation. In the United States, Samsung introduced 4-Door Flex™ refrigerator panel designs based on the stars and stripes of the American flag to celebrate the nation’s Independence Day on July 4.

Across the pond, even the Queen of England has been cited as an inspiration. In May, Samsung launched limited edition panels featuring Union Jack flag designs for personalized users in the UK to celebrate Her Majesty Queen Elizabeth II’s Platinum Jubilee.

▲[Bespoke Jubilee Collection in the U.K. ]

Made by consumers, for consumers

A key aspect of expanding the ethos of custom design has been listening to consumers. For example, Samsung launched a global design competition, offering consumers custom-made refrigerator panels as a blank canvas for self-expression.

Contests kicked off in Korea with the #BESPOKE date in 2019. Samsung hit the fashionable streets of Hongdae, Seoul with a 3-day pop-up event to launch the design contest, along with celebrities and artists. Attendees saw first-hand the modularity of Bespoke coolers in various configurations and were encouraged to create their own designs exploring freedom of design. Also at the event, world-renowned graffiti artist Artime Joe of the Stick Up Kids street art team did a live drawing on the refrigerator panels.

With over a thousand entries spanning scenes from Korean history to modern abstract art, the contest ended with the announcement of the top three winners in the #ProjectPRISM showroom on the Samsung Digital Plaza Gangnam website. Subsequently, the winners were also invited to show their work to designers from around the world at the Milan Furniture Fair.

Competitions also made their mark in September 2021, with competitions held in Singapore and around the world from the UK, followed by Vietnam in December. Following this, Samsung also launched a design competition in the United Arab Emirates earlier this year.

In Singapore, Samsung asked local artists Candice Phang, Michael Mindflyer, Tan Zi Xi, as well as furniture retailer Commune and interior design firm Root Studio, to create panel designs for inspiration ahead of the #BespokeDesignedByYou contest. After displaying their works, the three artists, Phang, Mindflyer and Xi, also participated as judges in the competition, where they selected the grand prize winner.

▲[#BespokeDesignedByYou : ST Leng, Raymond Kong]

In September, Samsung with Wallpaper* magazine in the UK held a global design competition, attracting 1,581 submissions. The top 50 designs were selected by a panel of judges made up of executives from Samsung, the publisher of Wallpaper*, and local artists. From there, the entries were reduced to 15 by popular vote of consumers. The winning designs will be on display at the Samsung KX space in London throughout 2021.

▲ [Bespoke Design Challenge: “Lost Landscape” by Rita Louis, “Foodie” by Weronika Slifierz, “Nestled” by Ioana Sabau]

Samsung in Vietnam launched the Bespoke Be You design contest in collaboration with the Vietnam Design Association (VDAS) and a community of design students. Contestants were pushed to the limits of their creativity and tasked with creating kitchen spaces that showcased Bespoke’s endless design possibilities. Ten design experts and professors from the fields of interior design and architecture, as well as representatives from organizations, international design associations, and media agencies served as judges for this competition.

▲ [Bespoke Be You : “An house” by Bùi Ngọc Sơn]

In the United Arab Emirates, Samsung launched the #InspireByTheNation contest, which celebrated the nation and its uniqueness with panel designs that reflect important cultural identifiers such as landscapes, food and architecture. Local food and lifestyle influencers Jacob Abrian and Nisrine EL Lababidi, along with celebrity chef Alexandros Sperxos, served as expert judges to select the event’s top three winners.

In essence, Bespoke developed as a brand identity capable of transcending geographies and cultures. Through design inspiration from artists around the world, Bespoke has become a reflection of the diversity and creativity of its consumer base.

Beyond the possibility of decorating the house

In addition to design, the role of technology is also pushed to the extreme with Bespoke. In 2021, Samsung launched the Bespoke Creator AI color recommendation service in Korea, which helps make device design more accessible through the use of AI technology. AI analyzes consumer uploaded photos of your home to develop color recommendations that best fit your environment.

▲ [AI Recommendation]

Bring true bespoke customization

Building on the success of collaborations and competitions, Samsung launched MyBespoke, giving North American users the opportunity to express their individualism by designing their own Bespoke refrigerator panels from start to finish.

To begin with, three influential people were involved in the design of the Bespoke French Door refrigerator panels. Later this year, MyBespoke will be open to the North American public, marking the first time users will have the ability to create truly unique panels for Bespoke refrigerators.

By taking inspiration from artists, using cutting-edge technology, and launching a customizable design experience, Samsung hopes to turn traditional home appliances into showpieces. Samsung is constantly innovating to deliver consumer devices that make life at home more personal and convenient. Learn more about custom devices and their inspiring designs at Samsung.com.