Samsung's Bespoke life: Beyond customized to stylish

Samsung Electronics Co. has expanded the concept of Bespoke home appliances from creating customized products to creating "a stylish life" to better reflect individual lifestyles.

During the Bespoke Life 2023 held online on Thursday, the South Korean electronics giant said its new tailor-made home appliances would lead its customers to live more stylish lives, enlarging the vision from Bespoke Home to Bespoke Life. 

Under the theme of “Sustainable, Connected and Stylish Life,” the latest Bespoke home appliances feature high energy efficiency and internet connectivity, as well as more customized functions, compared with their predecessors. 

“Living a Bespoke Life allows you to create a home that not only caters to your unique needs but your values as well,” Han Jong-hee, chief executive and head of Samsung Electronics' Device eXperience, said in a June 5 article posted on the company’s website.

It is the most significant change to its concept in nearly five years since the company first adopted the brand in 2019.

The Bespoke lineup now includes a total of 15 product categories available to consumers in 52 countries. Their previous models had focused on personalized options primarily for colors, materials and designs.

Samsung expanded its artificial intelligence energy-save mode to five new Bespoke products, including refrigerators, washers, dryers, dishwashers and air conditioners, as well as energy heating systems. They will soon be available in 65 countries.

This year, it will launch the Bespoke AI washers and dryers in the US and Southeast Asia.

On Thursday, Samsung also introduced a microfiber filter for domestic customers to minimize microplastic emissions during the laundry cycle. It will be released in the UK and New Zealand this month and then in North America and Europe in the third quarter of this year.

The latest Bespoke models are also designed to further reduce carbon emissions by recycling more resources. All of the models, to be produced this year, will offer Wi-Fi connectivity.

Samsung also launched limited-edition refrigerators with bespoke panels co-designed with Italian creative studio TOILETPAPER for sale in South Korea, the US and the UK.

It marked the first collaboration between the Italian design house and a home appliances maker.

Write to Jeong-Soo Hwang at hjs@hankyung.com

Yeonhee Kim edited this article.