Samsung Electronics Showcases Eco-Friendly and Hyper-Connected Bespoke Life at Milan Furniture Fair

Collaboration Exhibition with Famous Designers Including Mun Seungji and Jang Hoseok

Samsung Electronics announced that it will participate in the "61st Salone del Mobile Milan," held in Milan, Italy, from the 17th (local time) to the 23rd, showcasing "Bespoke Life," which emphasizes eco-friendliness, hyper-connectivity, and design.

The Salone del Mobile Milan is the world's largest global design and furniture event, attracting over 400,000 visitors from more than 170 countries. Samsung Electronics will set up an exhibition hall in Tortona, Milan, to participate in "Fuorisalone." Under the theme "Bespoke Home, Bespoke Life," the exhibition will feature collaborations with renowned designers such as Moon Seungji and Jang Hoseok.

In the space themed around sustainability, the core message of Bespoke Life, Samsung Electronics will present the "We Breathe" zone, designed in collaboration with furniture designer Moon Seungji. This space visualizes Samsung Electronics' value of enabling a sustainable daily life while using home appliances, utilizing carpets (pellets) made from discarded fishing nets and recycled materials.

The 'We Breathe' zone exhibited by Samsung Electronics in collaboration with artist Moon Seungji at the Milan Furniture Fair /
[Photo by Samsung Electronics]

The "Framed" zone, designed in collaboration with space designer Jang Hoseok, highlights the design pursued by Bespoke appliances through the use of frames. The space, styled as a luxurious European social club, harmoniously showcases ▲Bespoke Refrigerator ▲Bespoke Grande AI ▲Bespoke Jet AI, among others. The space was created with paintings directly drawn by designer Jang, expressing the Bespoke philosophy that reflects individual tastes.

Bespoke products connected through 'SmartThings' and the energy-saving function via the AI saving mode of 'SmartThings Energy' are also showcased here. Samsung Electronics has launched a high-efficiency energy-saving model in the European market that consumes 10% less power than the highest local energy efficiency standards. With the AI saving mode, washing machines can reduce energy consumption by up to 70%.

Additionally, Samsung Electronics will exhibit four limited-edition Bespoke refrigerators designed in collaboration with 'TOILETPAPER,' a creative studio nurtured by Italian artist Maurizio Cattelan and photographer Pierpaolo Ferrari since 2010. The Bespoke refrigerators featuring TOILETPAPER panel designs are scheduled to be released in the global market in the first half of the year.

Choi Iksoo, Vice President of Samsung Electronics' Home Appliance Business Division, said, “We focused on promoting the concept of Bespoke Life, which has evolved with sustainability and hyper-connectivity based on AI and SmartThings, in addition to performance and design. Through this exhibition, we will further expand the consumer-customized philosophy of Bespoke appliances in the global market.”

This content was produced with the assistance of AI translation services.