“At Samsung, our goal is to develop home appliances designed for the way we live now—appliances that blend modern design with innovative new technologies,” said Harry Choi, Senior Vice President, Digital Appliance Design Team & Lifestyle Labs, Samsung Electronics.

“With these products, that’s exactly what we’re giving our consumers—the ability to choose from several home appliances that make their home lives more convenient, more connected, and more meaningful.”

Led by Harry Choi and Dontae Lee, Samsung Electronics has set out to revolutionize the kitchen with the introduction of the new BESPOKE line of refrigerators designed to suit the different lifestyles, preferences, and expectations of users.

“It is important to provide a differentiated experience to the consumers and add meaningful value to their lives,” said Dontae Lee, Executive Vice President and the Head of Corporate Design Center at Samsung Electronics.

“We will make more effort to provide designs that contribute to the society and the lives of our consumers through new insights and innovative approaches.”

The refrigerator plays a significant role in everyone’s homes given its crucial place at the center of kitchen life.

It is only natural, then, that choosing a new refrigerator for your home is an important decision.

For a long while, a refrigerator’s capability and capacity for food storage used to be what consumers deliberated over the most when looking for a new model.

However, this has all changed with the introduction of Samsung Electronics’ Bespoke refrigerator.

Samsung’s Bespoke refrigerators come in a range of different-sized compartments for users to mix and match according to their household size, diet choice and lifestyle.

Users can choose from three different panel textures and 11 different colors to suit their personal aesthetic.

The customizable Bespoke refrigerator lineup has recently taken markets all over the world by storm by merit of its eye-catching color choices and flexible design styles.

The new Bespoke kitchen package is Samsung’s first global expansion of Bespoke products beyond refrigerators, bringing the philosophy of customized appliances to the entire kitchen starting with markets in the U.S. and Europe.

Launching in the second half of this year, the North American offering centers on the company’s flagship Bespoke refrigerators and expands to include a Bespoke range, microwave oven and dishwasher, exquisitely built in the same look-and-feel as the refrigerator.

The package allows customers to unify or mix and match their kitchen aesthetic around their favorite color and finish, with choices of Matte Black Steel, Navy Steel, Champagne Rose Steel and White Glass.

For this new collection, Samsung has also worked with renowned artists and designers to collaborate on its
new refrigerator lineup offering inspirational home appliance designs.

Those artists/designers include Thibaud Hérem, Kelly Hoppen, Yinka Ilori, Andy Rementer, and the Danish lifestyle brand HAY.

“We are delighted to announce the global expansion of our Bespoke lineup, offering comprehensive lifestyle solutions to empower consumers who are exploring their emerging lifestyle needs,” said JaeSeung Lee, President and Head of Digital Appliances Business at Samsung Electronics.

“It is our mission to develop products that help consumers manage and run their lives better.”

The Bespoke refrigerator lineup is expanding to North America, Latin America, Europe, CIS, the Middle East, and select regions across Asia and Africa. Bespoke comes in over 20 original colors and seven finishes worldwide, providing a generous number of combinations to choose from.

The Bespoke refrigerator also offers Samsung’s trademark large capacity, convenience, and powerful cooling performance.

In North America, consumers can choose from a 4-Door Flex, a 1-Door Column, or a 2-Door Bottom-Mount Freezer. Samsung created a variety of unique metal colors for the region, including Champagne Rose Steel, Navy Steel, and Matte Black Steel.

In Europe, Bespoke is available in 1-Door and Slim 1-Door options, and Bottom-Mount Freezer models in 1.8- and 2-meter options with six different finishes and a broad palette, ranging from classic white to soft pastels and statement colors.

“The vision of Samsung Bespoke is ultimately driven by consumer preferences and lifestyle needs. Our conversations with consumers are critical to the Bespoke philosophy,” said Kanghyup Lee, Executive Vice President and Head of Sales and Marketing Team, Digital Appliances, Samsung Electronics.

“This new social campaign series will be an exciting way for us to engage with our customers and learn about how Bespoke inspires them. We are starting the challenge series with design and food, which are two important passions of our customers, and we plan to expand to more themes moving forward.”

Designers: Samsung Design Team and Lifestyle Labs, Samsung Electronics
Manufacturer: Samsung Electronics Co., Ltd.