With a technical innovation that changed decades-old manufacturing constraints, Samsung had the opportunity to change the shape and function of televisions. In order to identify how and where a new TV could live, a small team of designers and strategists set forth to uncover the emerging needs of highly affluent households. What we envisioned was the future of the quiet home.

Highlights:

• Conducted audience interviews to understand emerging lifestyle and design needs for highly affluent household

• Developed experience and design principles to inform industrial design concepts from interaction considerations to CMF details

• Codified strategy into a technically-inclined strategy that showcased the technical design and function of the concepts

• Created a three-year communications strategy and naming platform to seed the creative concept into the market at CES 2019