Marking its fourth year since launching BESPOKE, its consumer-customized appliance brand, Samsung Electronics has unveiled its new 'BESPOKE Home' products under the theme of 'Beyond BESPOKE.'
'Beyond BESPOKE' embodies a vision to move BESPOKE appliances one step further to broaden and enrich the consumer experience. At the media event, held on the global metaverse platform 'ZEPETO,' Samsung Electronics Digital Appliances Business President Lee Jae-seung said, "We will continue to expand the value that consumers can enjoy by overcoming the limits of space, time, and experience," adding, "Please look forward to the endless evolution of BESPOKE, which has been loved by consumers."
In 2019, Samsung Electronics opened a new chapter in the customized appliance market by introducing the 'BESPOKE Refrigerator,' the first in Korea to feature replaceable door panels. Last year, it introduced BESPOKE Home so that consumers could experience BESPOKE appliances anywhere in the house—not only in the kitchen but also from the living room to the laundry room.
BESPOKE Home offers three core values: △'expansion of space' through a diverse product lineup; △'expansion of time,' which extends the usable life of products by allowing consumers to install additional modular products, replace panels as needed, and by providing a lifetime warranty on key components; and △'expansion of the ecosystem,' which offers more services through collaboration with partner companies. This year, Samsung has gone a step further by adding the 'expansion of experience.'
At the event, Samsung Electronics introduced 'SmartThings Home Life,' an integrated appliance solution that connects every home appliance based on AI and tailors them to the individual user. This service integrates and advances Samsung's existing SmartThings-based services and supports the customer-centered Multi Device Experience that Samsung has recently been emphasizing.
In addition, Samsung newly launched the 'Infinite' line, which maintains the existing BESPOKE values while emphasizing a premium experience, broadening the range of consumer choices. The Infinite line consists of a one-door refrigerator that professionally delivers refrigeration, freezing, kimchi, and wine functions, a large-capacity four-door refrigerator, an oven, an induction cooktop, a smart hood, and a dishwasher, allowing the entire kitchen to be styled with a built-in look. Among these, the wine refrigerator and smart hood are newly introduced product categories in the Korean market and will also be offered in the standard BESPOKE lineup.
Beyond the Infinite line, Samsung Electronics also introduced a wide range of new living appliances, including: △the 'BESPOKE WindFree Air Conditioner Gallery,' which considers the environment by using the low-carbon, eco-friendly refrigerant R32 and an eco-friendly solar cell remote control, and by achieving a Grade 1 energy efficiency rating; △the 'BESPOKE Grande AI' washer and dryer, featuring a pet care function and an auto open door function that automatically opens the door after washing and drying to easily remove internal moisture; △the 'BESPOKE Jet' cordless vacuum cleaner, with powerful 220W suction and an ultra-lightweight design that improves ease of use; and △the 'BESPOKE Jet Bot AI' robot vacuum cleaner with enhanced pet care functions. A total of 24 BESPOKE Home products were unveiled at the event, with plans to continue expanding the lineup through the end of the year.
Samsung Electronics is also proposing new colors that reflect this year's design trends for its standard BESPOKE appliances, including living appliances. By newly introducing five colors—such as 'Morning Blue,' which expresses the freshness of the morning air, and 'Evening Coral,' which conveys the warmth of the evening glow—Samsung now offers a total of 19 panel colors (based on refrigerators).
Meanwhile, Samsung Electronics has created spaces where visitors can experience the 2022 BESPOKE Home and SmartThings Home Life firsthand at ZEPETO and at the Samsung Digital Plaza Gangnam flagship store (5th floor). In particular, the Samsung Digital Plaza Gangnam flagship store features exhibitions proposing various lifestyles based on different family types, as well as exhibitions created in collaboration with renowned Korean furniture designer Moon Seung-ji and acclaimed American creative director Alex Proba. This year, Samsung Electronics plans to significantly strengthen its global sales by expanding the number of countries where BESPOKE appliances are sold to around 50 and by broadening its focus from refrigerators to its entire product range.