“Be Bold. Resonate with Soul”, for Samsung, is more than just a catchphrase. It’s a whole philosophy that comes alive in Resonance, the interactive installation at Fuorisalone 2019. In via Bergognone, visitors experience in five different stations the 3 capital principles of Samsung’s design: empathy, discovery, immersion. The exhibition is also a celebration for the 50th anniversary of a brand which has put the consumer at the center of its designing process since its beginning. The cruciality of user experience is still a mantra to Don Tae Lee, Samsung Executive VP and Head of Design, which we meet during the Design Week.

What's the philosophy of design in Samsung?
Samsung designs for the consumer. We try to make the best and most comfortable technology for people. The consumer's experience is really important to us. The design is an interpreter between technology and the consumer.

Is this the sense of this installation?
Yes. As you can see, there are no products, except for TVs. It's about human nature. This is different from the other exhibitions that we have in Milan (24h Kitchen and Milan Unveiled). Here we want to show our emotional side. 

What is Samsung's design approach to new technologies?
We prepare in advance what we'll launch on the market. Sometimes it's five years before. When we present a new product, we've already considered how the consumer will react. We try to deliver a benefit. It can be AI, autonomous driving, robots, everything. The issue is, how can the consumer use it?

And what about the interface, which is the link between hardware and software?
We always ask ourselves about our customers, when we develop a new UI, user interface: how to make it simple and convenient. People, for example, don't want the screen to be too bright when they wake up in the morning, so that's why for example we made the Night Mode on Samsung Galaxy. We work very close with suppliers, to find the right solutions. 

Smart home: will every appliance become “intelligent”?
Smartness must follow the needs of humans. Smart design is a balance, every product has to become smart, but it’s important that consumers accept it.

Samsung launched its first foldable phone. Is it a concept that you’ll extend to other products?
I can’t say. We did it because costumers want bigger screens in less space.

Do you think that smartphones as we have always known them will change in the next few years?
People want a simple life, something simple to carry and also comfortable. We are doing everything in this direction. Time will tell.

Design: is it something deeply human, or one day an AI could take your place?
I’m very curious about this could happen, but I don’t know. We don’t know. Design is about emotions and details that AI can’t do. But maybe one day.