Samsung’s Cooking Suite Strategy 2015
Samsung’s Cooking Suite Strategy 2015
a history of quality & design In 1979 Samsung released its first microwave ovens and thus began its humble journey into the heart of the home. Since then, we have expanded our product lines to touch every aspect of living and caring for the family. Now, in 2015, our products are recognized, admired, and sold in markets around the world. Samsung’s heritage of innovation, engineering, and design has been a key to our success. With commitment to creating products that strive to deliver beyond the status quo, Samsung has successfully fine-tuned the art of focusing on human needs.
CONTENTS
COOKING SUITE FOR THE US MARKET US MARKET COOKING SUITE OVERVIEW
12
PRODUCT TIER OVERVIEW
15
product category overview
17
example appliance per tier for u.s. market
19
key takeaway
25
best practices
Design cues
COMPETITIVE ANALYSIS
31
STYLE SEGMENTS
50
CHANGING TASTES
39
user research
41
KEY takeaway
43
SAMSUNG’S NEXT SUITE
45
PASSIONATE INTELLIGENCE 54 RANGE 60 HOOD 64 WALL OVEN 68 ALL-IN-ONE SPEEDOVEN 72 COOKTOP 76 DOWNDRAFT 82 UNIFIED FORM & TOUCH POINTS 84 MARKET PLACE MARKET LANDSCAPE BUILDING OPPORTUNITY KEY TAKEAWAY
99 103 107
ROADMAP
108
VOCABULARY 110
the time is now
Voice of a Brand in the Heart of the Home Kitchens are the heart of the home. It is no wonder people are passionate about their appliances. What they choose to adorn their kitchens, and use daily to take care of their families says a lot about them. Its says a lot about the type of design they appreciate, their socio-economic status, and their lifestyle. When US families choose to redesign a kitchen they look for brands they relate to and that express themselves clearly. Designing and selling product in suites gives a brand an opportunity to build unified touch points and consistent quality across categories.
30” – 60” ranges , wall ovens, cooktops, and rangetops in the U.S. market INDUSTRY leader Key brands / manufacturers 30” & 36+” RANGE
30” & 36+” BUILT-IN COOKTOP & WALL OVENS
BUILT-IN SPEED OVEN
As of Dec. 2014
16
market leader
Currently, Samsung offers very little, in this category— which severly limits market presence.
17
THREE TIERS in the U.S. market place The large appliance manufacturers (Wolf, GE, Whirlpool, etc.) offer tiered product offerings to maximize the investment in their platforms, increase margin, and reach a larger demographic. These tiers span three economic levels.
Mass
Premium
Prestige
Tier 1 Cooking Suite
Tier 2 Cooking Suite
Tier 3 Cooking Suite
Factors going into customer purchase decision: • • Existing Kitchen Floor plan • Cabinetry Configuration • Electric / Gas-line access • Budget • Performance • Desire
19
within the premium & prestige tiers, Two types There are two types of kitchen suites offered in Premium and Prestige price points. These fit the two kitchen types in American homes.
Mass
Premium
Prestige
Range Suite
Range Suite
Range Suite
Ranges priced below $1200
Ranges priced $1200 - $3999
Built-in Suite
Ranges priced above $4000
Built-in Suite
Single ovens priced below $3999
Single ovens priced above $4000
Double ovens priced below $5999
Double ovens priced above $6000
21
Example appliance per tier for u.s. market
RANGE SUITES
Mass
Premium
OTR
30” Hood
30” Free Standing Range
Samsung Range Suite
Built-in Dishwasher
Standard depth refrigerator
or
Prestige
OTR
30” Slide-in Range
Built-in Dishwasher
36” Hood
Counter or Standard Depth Refrigerator
36” Slide-in Range
BUILT-IN SUITES
36” Hood
Samsung does not offer any current Built-in suite in the US market 36” Gas or Electric Cooktop
Built-in Dishwasher
36” Hood or downdraft
36” Gas or Electric Cooktop 36” – 48” Built-in Refrigerator
36” – 48” Built-in Refrigerator
30” Wall Oven
30” Wall Oven
Samsung Built-in Suite
36” – 48” Built-in Refrigerator
No current Prestige Range Suite offered in US market
Chef Collection
NX / NE line
Built-in Dishwasher
30” Speed oven & Wall Oven Combo
30” Dual Wall Oven Combo
30” Speed oven & Wall Oven Combo
30” Dual Wall Oven Combo
Built-in Dishwasher
23
our next SWeet Spot
SamSUng’S nexT proDUcT caTegory opporTUniTieS Samsung’s market share and revenue is limited by its coverage of only 2 tiers, mass and premium range suites.
premiUm
preSTige
range SuiteS
maSS
36” Hood
36” Slide-in range
Samsung range Suite
Chef Collection
Nx / NE line
Built-in Dishwasher
36” – 48” Built-in Refrigerator
PreStige range Suite
built-in SuiteS
36” Hood
36” Gas or Electric Cooktop
Built-in Dishwasher
36” – 48” Built-in Refrigerator
30” Wall Oven
Samsung Built-in Suite
Premium BuiLt-in Suite
30” Speed oven & Wall Oven Combo
30” Dual Wall Oven Combo
25
timing iS eVerything
Strategic opportunity Through focused investment Samsung entered the US appliance market, one that American brands have traditionally owned. Samsung has even led sales in key categories. Now those same investments in brand and platform can be leveraged to expand the line into new tiers. As we will see later, Samsung already has the channel to sell in more tiers in the market. Further, expanding into new tiers will have an overflow effect on sales as consumer exposure to Samsung premium offerings increases.
key takeaWayS
our next sweet spot
Samsung is poised for expansion into Premium Built-in and Prestige Range Suites.
timing is everything
Samsung is at the point where investing in its current categories will be more defensive than offensive. Investing in new categories will be an offensive move against the established competition.
The halo effect
Investing in the more premium segments will create collateral increase in current categories.
29
best
practices
Learning from the best Subzero-Wolf, GE, and KitchenAid are key leaders in the premium and prestige segments. Through understanding their strengths we can create a strategy for moving Samsung into these segments. We learn what features are expected by customers in these price points. Through reading reviews we learn about weaknesses that we can leverage. In addition, meeting with users we were able to explore ideas, concepts, and discovered a shift in attitudes—as well as values that remain true for the U.S. family home. Combining what we learn from best practices with the voice of the consumer, we can also create design strategy that brings Samsung’s unique characteristics to these segments.
u.S. induStry leader in Cooking SuiteS: Wolf
M Series 30� Professional Wall Oven $5405
TOP-TIER, 2 STylES: COMMERCIAl-lIKE & CONTEMPORARy range Suite •
Market Segment: Prestige range $
• • •
range $$
range $$$
Built-in $$
Built-in $$$
Market Highlight: #1 in the Commercial Style Range Category with 35% share of Cooking suite market Typical Income: > $200k Success factor: History as a spin off from Wolf Restaurant Equipment; quality of products set industry standard
30” range $4905
36” range $6185-$6930
built-in Suite
36” Professional Gas Cooktop $2070
36” Transitional Gas Cooktop $2070
E Series 30” Professional Wall oven $4230
M Series 30” Transitional Wall Oven $5190
36” Professional Gas Cooktop $2070
M Series 30” Contemporary Wall Oven $5300
M Series 30” Professional Wall Oven $5405
35
u.S. market leader in SaleS: general eleCtriC
3 TIERS, 2 STylES: COMMERCIAl-lIKE & CONTEMPORARy range Suite
GE Profile Double Oven Gas Slide-in Range $3200
GE Café Double Oven Gas Slide-in Range $3300
GE Monogram 36” Professional Gas Range $7799-8199
built-in Suite •
Market Segment: All range $
• • •
range $$
range $$$
Built-in $$
Built-in $$$
Market Highlight: GE has the largest share of cooking product volume in the uS and spans all categories under the GE sub-brands. Typical Income: M > $60K–120K; Prem $120K–200K; Pres > $200K Success factor: GE has developed products to cover every segment of the market giving GE a broad audience. They have the strongest builder relationship in the business. it is estimated that half ge’s volume goes to builders.
GE Profile 36” Gas Cooktop $1600
GE Monogram 36” Gas Cooktop $1599
GE Monogram 36” Rangetop $3000
GE Profile 30” Wall Oven $2700
GE Monogram 30” Wall Oven $2699
GE Monogram 30” Wall Oven $3499
37
u.S. market Competitor: kitChenaid
3 TIERS, 2 STylES: COMMERCIAl-lIKE & CONTEMPORARy range Suite •
Market Segment: Premium & Prestige range $
• • •
range $$
range $$$
Built-in $$
Built-in $$$
Market Highlight: KitchenAid holds third place in wall ovens with highest average sales price and fifth place in commercial style ranges. Typical Income: premium> $120K–200k; prestige > $200k Success factor: KitchenAid has built a reputation for quality counter top mixers and continued the reputation into major cooking appliances.
KitchenAid 30” Slide-in Range $2199 - $2249
KitchenAid 36” Pro line Range $6849 - $7749
built-in Suite
KitchenAid 36” Gas on Glass Cooktop $1199
KitchenAid 36” Gas Cooktop $1899
KitchenAid 30” Architect Series Wall Oven $1949 - $2249
KitchenAid 30” Proline Wall Oven $2399
KitchenAid 36” Proline Rangetop $2749
39
SamSung
lOWEST 2 TIER, 1 STylE range Suite
If Samsung can equal its current share in ranges, a Samsung wall oven line should sell more than 52,000 per year. A cooktop line should sell more than 55,000 if the same results are achieved. These units will be taken directly from GE and Whirlpool Corporation.
NE/Nx line
Chef Collection
built-in Suite
41
growing INTEREST IN MEANINGFUL smart tech in kitchen Users’ tastes and behaviours are always evolving, but with kitchens much is still steeped in tradition. Aesthetically, modernism and minimalism pervade electronics design, yet industrial strength aesthetic still has a strong following in the U.S. Kitchen. It signifies restaurant inspired performance and utility. The focus of cooking is still about care for family and gathering friends. However, new health trends are emphasizing the value of cooking all the more. Users used to shun technology in the kitchen but now they expect their smartphones and tablets to become their personal sou chef . When we talked to users about the Samsung brand they had little awareness of Samsung appliances, however they believed Samsung could bring the technology integration they expect. Users have put an open door before us.
uSer reSearCh
Findings from qualitative research on range, 2014 Overview
Qualitative research was conducted in order to understand ATTITUDES OF PRO-STYLE RANGE PURCHASERS, and to obtain feedback on feature concepts. Executive summary
Respondents indicated: •
Perceptions of “quality” and aesthetics played as large (or larger) a role in the decision to purchase a pro-style appliance as did specific functional features.
•
Little need for their pro-style ranges to imitate industrial ranges faithfully: on the contrary, these respondents welcomed all manner of advanced technologies related both to function and convenience.
•
Attraction to features that involved status reports and controls through mobile devices, a pot-filler option, and hub display. They were generally drawn to all features that offered them more, or easier, control over the range.
•
Cooking is a social activity as much as a creative one: as such, Respondents posited that positioning for Samsung kitchen appliances should not emphasize the technology over the human and social factors, but should rather seek balance.
Research was conducted in New Jersey, New York, and San Francisco in February 2014. Please refer to full report, ‘Pro Range Study-February 2014-finalreport.pptx’ prepared by Elena Salij
In-home research New Jersey Feb 21, 2015
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key takeaWayS
COMPETITIVE ANALYSIS
At the premium and prestige segment, our strongest competitors offer both range and built-in options. A bulk of market share goes to purchase of 30”– 36” ranges, ovens, and cooktops. Samsung’s sweet spot is to focus on the prestige range suite and the premium built-in suite.
USER EXPECTATIONS
Many customers still believe that robust aesthetic inspired by restaurant equipment is tied to premium performance, particularly in the range market. Customers look for aesthetics cues that should feel aspirational.
EMERGING TRENDS IN LIFESTYLE & TECH
Customers are looking for and find delight in quality experiences that save time, energy, and effort. Customers used to believe technology didn’t belong in the kitchen. Now customers expect their mobile devices to be part of their work flow. They believe Samsung is the brand to do it right.
47
SamSung’S next Cooking SuiteS
RANGE SUITE*
1. Commercial-like and/or contemporary 30” & 36” range 2. High-performing accompanying 30” & 36” hood 3. Built-in Speed oven 4. Matching handles on dishwasher 5. Cabinet depth refrigerator
BuiLt-in Suite
1. Prosumer 36” gas cooktop 2. Prosumer 36” induction cooktop 3. High-performing downdraft to the cooktop 4. 30” Built-in Speed oven 5. 30” Wall Oven 6. Built-in Refrigerator at Cabinet Depth** 7. Matching Handles on Dishwasher * Design style should be sensitive to price point ** SIzE TO BE DETERMINED By MARKET ANAlySIS
49
prestige range suite The commercial style range, between 30” and 60”, is the focal point of the Prestige Range Suite. Typically a chimney or canopy hood provides the ventilation. The refrigerator is typically built-in or integrated; between 36” and 60”. The dishwasher is built-in or integrated. This customer is focused on quality cooking and entertaining. Restaurant inspired durability and features provide both performance and status.
30” – 36” hood
30” – 36” slide-in
50
Counter depth Refrigerator
Built-in dishwasher
Premium BUILT-IN suite The Premium Built-in Suite includes a single or double wall oven. Surface cooking is done on an electric or induction cooktop that is ventilated by a hood. The refrigerator may be free-standing or counter-depth and the dishwasher is built-in. The built-in customer wants an appliance suite that is more integrated with the cabinetry than a range suite.
36� hood and / or downdraft
Wall oven & multiple configurations based on user preference
36� cook top
51
design
cues
Style SegmentS for the u.S. market
ContemPorary
ProSumer
CommerCiaL
Heavy use of glass Digital ui gestural Handle
More Metal to Glass ratio Mixed Analog / Digital UI Structural Handle
Heavy Metal Use / Welded Construction Primarily Analog UI, light Digital UI Robust Structural Handle
Samsung Slide-in range
GE Cafe 30” Gas Range
Wolf 36” Gas Range
Whirlpool Wall oven
Kitchen-Aid Wall oven
Viking Wall oven
55
design cues RANGE
Grates or Cooktop Graphics
WALL OVEN
Plate Shelf Knobs, UI Handles Edge Details Ratio of Glass / Frame Badge Leg Style
Gas cooktop
Frame edge Grates or Cooktop Graphics Burner Orientation Badge
Knobs, UI
Electric / induction cooktop
ContemPorary
ProSumer
CommerCiaL
Heavy use of glass Digital ui gestural Handle
More Metal to Glass ratio Mixed Analog / Digital UI Structural Handle
Heavy Metal Use / Welded Construction Primarily Analog UI, light Digital UI Robust Structural Handle
iConiC FeatureS
SamSung’S Current deSign language
Where SamSung needS to go for premium built-in Suite
HigHer gLaSS to metaL ratio
eLegant CmF
CommerCiaL-Like HanDLe & Pui miX oF DigitaL anD anaLog interFaCe
Where SamSung needS to go for preStige range Suite
CommerCiaL Cooking FeatureS
57
PASSIONATE
INTELLIGENCE
CreatiVe paSSion + intelligent guidanCe
PASSIONATE INTELLIGENCE Samsung cooking suites inspire passion in the home cook; to create and improvise; to care and entertain. Strength and craftsmanship offer confidence and power. Samsung intelligence is an enabler. It isn’t technology for its own sake. Rather, it’s the quiet, clever assistant that unchains passion with new capability and insight.
PROFESSIONAL STYLE range The Samsung professional style range is the perfect mix of restaurant inspired look and feel and an intelligent UI that doesn’t overpower the product. Robust, welded door construction and professional handle highlight the commercial inspiration. The micro-perf UI for the gas knobs brings intelligence to a heritage look and feel. The brass, multi-ring burners communicate power. The induction / gas combo offers both speed and control. The pot filler shortens the work flow and lessens strain when carrying large pots of pasta. A plate rail crowns the front giving home chefs to rest plates and utensils as they work, but also fulfils a key aesthetic requirement to be called a professional range.
66
Microperf Bladed Knobs
67
hood The cooktop or rangetop is chief protagonist in the preparation of most American meals, but the hood is an essential supporting actor. It is hard working, yet must quietly do its work. To play this role, the Samsung hood is perimetric to get maximum cleaning power with less noise. Business wise, they are a great additional sales item to add revenue to the suite. To make the Samsung hood ‘better together’ it will sense the power needed, turning on and opening according to aircleaning needs.
Dynamic lighting
Parametric, localized Ventilation
Easy removal to clean or replace filter
Stainless Steel cover for easy cleaning
70
1. Level Indicator
Height of overall UI area, 13.303 mm
2. Controls
Height of icons approximately 7– 8.5 mm high
Width of overall UI area, 192.7 mm
Distance from far left edge , approximately 2 in or 50 mm.
Distance from baseline of UI to bottom edge, approximately 15.5 mm
71
The flex duo wall oven The wall oven comfortably resides between the premium and prestige price points. The interface offers an LCD for the rich feature sets, while the prestige inspired knobs allow quick tactile adjustments to oven modes and temperatures. The Perfect proportions of metal and glass give the oven a refined sense of strength. The towel bar handle expresses its strong quality every time she opens the door.
Prestige inspired knobs for quick tactile adjustments
lCD for the rich feature sets
Towel Bar Handle
Balanced Glass to Stainless Steel Ratio
flex Duo Divider
flush Installation
Suite Unifying Chamfer Detail
Handle Detail
74
1. Single flex Duo Oven
2. Speed Oven and flex Duo Oven Configuration
3. Dual Single Oven Configuration
75
all-in-one Speed Oven
flex Duo Wall Oven
All-in-one speed oven The AIO oven will typically install above a single oven. The customer will use it as a microwave most of the time. However, with the addition of accessories the oven transforms into a toaster, slowcooker, steamer, dehydrator, and air fryer.
Custom Accessories that plug-in
78
Auto-Updating User Interface
Capacitive touch OlED screen
79
Iconic Brass Center signifying power
cooktop The Pro Suite gas cooktop is crowned by a continuous grate for easily sliding cookware across the surface. An enamelled black surface under the grates provides a cleanable surface and unified language with the wall oven. A brass accent calls out the most powerful burner. An integrated rising rear downdraft option is unique in the market.
Black Enamelled Surface 82
Chamfer detail
floating Badge
Bladed Knobs 83
Virtual Flame Tech Ready
84
85
Downdraft The Downdraft takes the place of the overhead hood, but is a better fit for open islands where mounting overhead may not be possible. Downdrafts also free the visual space for cooks so she can communicate with family and friends unobscured. The Samsung downdraft comprises a perimetric design to remain quiet without loss of power. The central glass surface is easy to clean. The intelligent vapour sensing system raises the downdraft to the right level for maximum intake.
Unified Form and Touch points Designing a suite that communicates Samsung’s brand values requires careful attention to aesthetic consistency, while offering flexibility for each category. Careful attention has been applied to the proportions of metal and glass surfaces to create a visually harmonious kitchen. The Samsung Pro style handle is the first place the customer touches the product, whether a 24” inch dishwasher, a refrigerator, or a cooking appliance. It portrays a sense of high craft and robustness that is unique in Samsung’s current line. The bladed knob gives the user confidence when precisely controlling gas flames. The flat knob offers quick adjustments for digital interfaces. Together these elevate the Samsung brand to inspire creativity and care in the home.
89
Branded CmF Knob option
90
91
Branded CmF Knob option black on black
92
93
94
95
Built-in Cabinet Depth
Unifying Handle
96
97
Unifying Handle
Badge
98
99
market
place
102
MARKET LANDSCAPE Built-in Suites is the next important segment for Samsung to attack within the next two years. Wall ovens and cooktops sell at 746,000 and 731,000 units per annum. In the next four to five years, Samsung can build a stronger brand in cooking through creation of a prestige range suite. Samsung sells roughly 1,000,000 less ranges than its largest competitors, GE and Whirlpool. This number can be made up through stronger brand loyalty.
Sizeable opportunity PRESTIGE-range suite
~93,000
30� Prestige style ranges will be sold in the U.S. in 2014
~69,800
36� Prestige style ranges will be sold in the U.S. in 2014
PREMIUM built-in suite
~746,000 Single and Double Wall Ovens will be sold in the U.S. in 2014
104
~731,000 Gas and Electric Cooktops will be sold in the U.S. in 2014
markeT SHare Our existing retail relationships have been vital to expanding our business and building customer brand awareness. In-home research revealed that customers attitudes have shifted from being completely brand loyal to being open to whatever is ‘best on the market.’ Below are averages of combined unit market share of built-in suite products in Samsung’s main channels: Sears, lowe’s, Home Depot, and The Best Buy. 3 year average
q2 2011 – q2 2014 market Share
Wall Ovens
57.1%
Gas Cooktops
55.9%
Electric Cooktops
61.3%
IN OTHER WORDS, IN THE U.S. oVer 50% oF BuiLt-in Suite ProDuCtS are SoLD in our CHANNElS.
earn reCognition A prestige tier range will build stronger brand recognition in cooking for the U.S. market. A stronger brand will result in closing the volume gap with key competitors. Closing this gap is the best opportunity for Samsung. Estimated 2013 free-standing range shipments in 1,000 UNITS.
1,658
1,549
tHe oPPortunity 558
Whirlpool Corp (KitchenAid, Whirlpool, Amana, & Maytag)
ge
Samsung
105
builder ChannelS
106
Building opportunity Most new homes in America are built by builders, small to large companies which buy large tracts of land for building homes. They build a diverse range of housing, from flats to custom mansions. In the US appliances are sold with homes, regardless of home style. Currently GE is the leader in builder relationships, selling approximately 50% of their volume through builders. Offering suite products across segment category tiers will position Samsung to competitively enter and capture builder market share.
108
New homes on the rise While housing slowed down aggressively during the 2008-2009 housing crisis, it is on a recovery path that is forecasted to continue with 2014 ending with approximately over 1 million new homes built. The CAGR is a clear signal that the U.S. Housing market is on the rise and which may also be an indication that it is an opportune time for Samsung to enter the builder channel market.
U.S. Housing Market Crash
Million Units
2.0
1.0
~26 % Compound Annual Growth Rate (CAGR)
0.8 0.6
0.4 2002
2004
2006
2008
2010
2012
2014
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KEY takeaways
sizeable Opportunity
The Premium built-in segment is sizeable and very profitable.
no obstacle
Samsung’s channel partners own the majority of the premium built-in market. Samsung should have no barrier to sell-through.
earn recognition
Samsung is in need of greater brand recognition in cooking product. Launching a premium range suite will earn the credit Samsung needs with consumers.
builder market
As with GE, the builder market can add 50% to Samsung’s share, however Samsung needs a broader line to enjoy the increase.
111
roadmap PRODUCT
FEATURES & ACCESSORIES
Single Wall Oven Double Wall Oven
Pro divider Steam Cooking Smart Probe Pizza Stone Infrared Broiler Mobile Remote Status & Control
AIO Oven
Steam Cooking Slow Cooker Toaster Dehydrator Air Fryer
36” Gas Cooktop 36“ Electric + Induction Cooktops 30” Gas Cooktop 30“ Electric + Induction Cooktops 36” Downdraft 30” Downdraft
Perimetric Airflow Synced with Hood/Downdraft Auto On
30“ Canopy Hood 36” Chimney Hood
Perimetric Airflow Smart Ventilation Dynamic Lighting Auto On
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2016
2017
PRODUCT
FEATURES & ACCESSORIES
30” Prestige Range 36” Prestige Range
Infrared Broiler Soft Door Close Peek Light Progressive Timer Alert Auto Simmer Quick Cool Pot Filler Induction Griddle Mobile Remote Status & Control
2018
2019
2020
Dynamic Shutter Display Sync Smart Hub 113
Vocabulary Built-in Suite
A kitchen appliance set where the cooking appliance is split between a wall oven and cooktop.
Commercial
A style segment directly inspired from the restaurant equipment but the for the home. The UI’s tend less digital, more analog. The forms are heavy and robust, usually produced by welding. Touch points are almost always made of metal.
Contemporary A style segment common on such brands as Whirlpool, LG, Samsung, Bosch and Miele. The style tends to have a more modernist feel though not in extreme. More glass is used with modern digital UI’s. Prosumer
A style segment in the high end of premium with inspiration form commercial style but with fewer adherences to some aspects of commercial. For instance, the UI’s are generally digital As well, forms are made cheaper to manufacture, primarily through stamping rather than welding.
Range Suite
A kitchen appliance set where the cooking appliance is one product, a range.
Suite
The minimum range or set of appliances needed to create a usable kitchen. This must include a refrigerator, dishwasher, a wall oven or range, and a cooktop if a wall oven is present. The suite might extend to ventilation and microwave product.
Tier
Different levels of pricing. In this booklet this includes Mass, Premium, and Prestige.
114
Credits Samsung Design America Ryan Wilday, Design and Business Strategy Joon Lee, Design Strategy Maria Moon, User Experience Lead Rich Overcash, Industrial Design Lead Soo Kwon, Industrial Design Jinseok Hwang, Industrial Design
ryan.wilday@samsung.com joon.l@samsung.com maria.moon@samsung.com r.overcash@samsung.com soo.y.kwon@samsung.com j3.hwang@samsung.com
Samsung Headquarters Chanyoung Lee, Strategy and Planning Lead Yohan Kim, kitchen Unit Lead TK Kim, Kitchen Designer Jae Moon Lee, Kitchen Designer Bowen Park, Global Planning
zcy.lee@samsung.com ahssa.kim@samsung.com tk0.kim@samsung.com jm4723.lee@samsung.com bowen.park@samsung.com
In support of VP Harry Choi, Digital Appliance Design VP Hyunjoo Song, Digital Appliance Design VP Eliot Park, Head of SDA Howard Nuk, Industrial Design Director, SDA
jrjazz.choi@samsung.com hj.song@samsung.com eliot.park@samsung.com howard.nuk@samsung.com
Book concept & design by Maria Moon Photography sourced from Kinfolk Table & Dwell Magazine Type set in Avenir Next by Adrian Frutiger