Today, design goes past refining a product’s look — it embraces person preferences and harmonizes with the encircling house.
Embodying this human-centered design strategy, “Expressive Design”, Samsung Electronics achieved a outstanding milestone on the globally famend Red Dot Design Award 2026, with all 16 of its submitted entries1 acknowledged.
Samsung Newsroom sat down with designers from the Visual Display (VD) Business to listen to the tales behind their design philosophy and innovation.
OLED TV S95H: A New Direction in TV Design
The OLED TV S95H obtained the Best of the Best award within the Product Design class, taking the long-standing paradigm of minimalist TV design in a brand new course — one outlined by presenting solely what is important and boldly revealing its construction to create a framed, art-like object with a display that seems to drift.
Q. The S95H strikes past the standard bezel-less design to emphasise its presence as a design object. What impressed this paradigm shift?
Cho: Bezel-less designs have grow to be the norm in in the present day’s TV market, and it’s more and more troublesome for manufacturers to precise a definite identification. Beyond ultra-slim type elements, we believed it was time to rethink what a TV means in dwelling areas.
As TVs grow to be bigger, their presence inside an area continues to develop. We believed it was necessary for the TV to mix naturally into the house, very similar to furnishings or a way of life object. By incorporating numerous colours and supplies into the body, we developed designs that allow customers to mirror their preferences.
Q. The FloatLayer design — the place the entrance panel seems to drift in entrance of a metallic body — stands out. What type of expertise have been you finally aiming to ship via this design?
Cho: Our aim was so as to add each the ambiance of the house and viewing immersion. We boldly uncovered the metallic plate to melt the distinction between the display and its environment in order that the product can seamlessly mix into its setting prefer it’s a part of the inside. We additionally separated the display and body into totally different layers to create a extra immersive expertise. The display layer highlights the OLED know-how and movie high quality of the S95H, whereas the body layer helps the product combine naturally into the dwelling house.
Breaking away from the standard strategy of eliminating the encircling bezel, the design as an alternative layers two contrasting supplies to maximise visible affect. By prioritizing concord with the encircling house, the designers have been capable of create the S95H’s distinctive construction.
The S95H doesn’t cease at a hard and fast sense of magnificence. It permits customers to precise their private style via customizable parts built-in into its exterior.
▲ The OLED TV S95H options magnetic, attachable ornamental frames that are available a wide range of colours and supplies to match numerous preferences and life.
Q. The custom-made ornamental frames and artwork sample on the again of the TV are additionally spectacular. Where did these concepts start?
Lee: We wished to mirror customers’ numerous inside preferences immediately within the product — from wooden tones and white tones to colourful kinds. To obtain this, we utilized an meeting construction that enables customers to connect and detach ornamental frames magnetically, with extra body choices accessible individually in numerous colours and supplies to mirror their way of life.
