Samsung has one With a large additional product line of any kind of tech type, currently when it comes to design, it is invariably seen as “and-Ran.” While other companies are creating unique and recognizable languages, like nothing else, Samsung finds itself behind in the style stakes. When you’ve got Apple as one of your biggest competitors, it’s not a good position to be in.
That doesn’t mean it can’t be improved over the past ten years, and the light that happens from time to time in its collaboration with foreign artists, like the baroullec brothers, who created the Serif Korea company. But that doesn’t address the complaints of Boring Design, both interior and exterior, and inertia there -nana LED, leaving other companies to fill the gap.
Being defined by performance has never been Samsung’s bottom line, no matter how hard it is – it just took its lead from Apple in global smartphone market share and has been the leader in TVs for nearly two decades. But, in 2025, it seems to be a clear desire from Samsung to close the gap between form and function, by giving design the focus depends more on the company.
Back in April, Samsung Hired Mauro Porcini, Of His First Officer. Porcini has led more than 20 award-winning design teams for 3m and PepsiCo, most recently leading Pepsi’s global rebrand—the company’s first in 14 years.
For a large company like Samsung, this employee feels late. Apple created a similar position for Jony ive ten years ago, at the same time it was reported that the innovation in Samsung was restricted under the management layers. With those systemic issues said to be out of reach, Samsung now has work to do – something Porcini is happy to admit.
Late to the party
“In a time of change, where people interact with any type of machine or electronic device will be very different in the coming years,” said Porcini. “These devices will change the way people live, work, and communicate – the way people fulfill their needs. Having a company like Samsung, involved in how you define those needs – is more important than ever.”
The March of AI, of course, is a useful hook where to tie this movement for a long time, but yves Béhar, founder and chief designer at FuseProject has been working with Frame TV, and something fun from the beginning began to help the wheels.
“When we started working with Samsung on the frame [released in January 2017]the CEO at that time, Hs Kim, came to us and looking, we want to transform ourselves with a certain consumer company, and we helped to get that message to the business – that means thinking technically. This is exactly what we did with the TV frame. “
