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Samsung Launches Roving 'Design Your Cool' Bespoke Refrigerator Exhibit

In an exclusive interview with Samsung Philippine’s President Mr. Minsu Chu and Consumer Electronics Head Mr. Ramon Medina, Metro.Style takes a creative journey and experiences firsthand the company's new era of customizable home appliances

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Ushering in a new era of customizable home appliances, the Bespoke refrigerator underlines Samsung’s dedication to creating products that cater to consumers’ evolving lifestyles

Say hello to technology and home appliance solutions that not only work great but also look so good in your space. Bringing its technology closer to Filipinos, Samsung Digital Appliances recently launched its Design Your Cool roving exhibit at Central Square, Bonifacio Global City last April 29 to May 1. 


The exhibit, which will travel to some of the metro's popular malls in the coming weeks, is decorated in such a way that visitors can experience and see for themselves how revolutionary the Bespoke Refrigerators can be in making your space truly yours—showcased in a menu of different colors and finishes, as well as its modular, buildable design. The exhibit, in itself, is an invitation to imagine what your kitchen could look like... and not be limited to how kitchens are conventionally designed.


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"We want to respect our consumers’ preferences in terms of color, shape, and space that they need… and we want to help them," shared Mr. Minsu Chu, Samsung Philippines' President

“As users’ lives become more ‘home-centric,’ we’ve realized that innovation can no longer follow a “one-size-fits-all” approach. The global launch of Samsung Electronics’ Bespoke refrigerator ushered in a whole new era of customizable home appliances. Allowing you to personalize your fridge’s color, material and modules to suit your needs, Bespoke epitomizes Samsung’s commitment to offering products that cater to consumers’ evolving lifestyles. Innovating for a new age, where technologies are flexible and adaptable to you, we believe that the shift toward customization not only sets a trend, but in fact marks the emergence of a new paradigm,” says Minsu Chu, President of Samsung Philippines.

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During the exhibit, visitors were treated to the different palette of colors for the refrigerator’s customizable door panels and different texture finishes to help homeowners push their imagination to new levels, creating endless possibilities in kitchen design. Different modular units were also displayed to show options that can suit both their kitchen layout and lifestyle functionality. At the end of the tour, guests also received a free Samsung Bespoke ice cream by Kurimu, with flavors corresponding to the colors of the Bespoke Refrigerators.


"The core of the Bespoke philosophy is about creating home experiences that are tailored to each user. To achieve this, we decided to hold our first Bespoke Roving exhibit in the Philippines to engage with our consumers directly to foster meaningful interactions and dialogues. Through this opportunity, not only do we want users to experience our Bespoke refrigerator’s philosophy first-hand, but we hope to enrich their customization and purchasing process as well. We aim to create more experience-focused showrooms for our consumers in the future,” adds Ramon Medina, Head of Division, Consumer Electronics of Samsung Philippines.


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Samsung Philippines Head of Consumer Electronics, Ramon Medina, with Samsung Philippines' President Mr. Minsu Chu

Below, learn more about the Samsung Bespoke Refrigerator in an exclusive interview with Samsung Philippines President, Minsu Chu, and Samsung Philippines Head of Consumer Electronics, Ramon Medina.


For Samsung, what ignited the idea of having customers decide/make design decisions. What have been the trends or consumer movements that led to Samsung Bespoke?

Mr. Minsu Chu: We’ve all gone through a period of significant change that has led us to re-examine our relationship with the world around us and re-prioritize the things we care about most. And as our lives become more “home-centric, ” especially during this pandemic, people stay at home longer and they're now more interested in their home design. We’ve come to realize that innovation can no longer follow a “one-size-fits-all” approach. Customized devices and personalized spaces have become more important now more than ever—and so are the connections and experiences our new technologies have made possible. We want to empower our consumers and give them the chance to decide their own product preferences in terms of colors, shapes, or spaces that they need and want.


The launch of Samsung Electronics’ Bespoke Refrigerator has ushered in a whole new era of customizable home appliances. Allowing you to personalize your fridge’s color, material and modules to suit your needs, Bespoke epitomizes Samsung’s commitment to offering products that cater to consumers’ evolving lifestyles. Innovating for a new age, where technologies are flexible and adaptable to you, Samsung believes that the shift toward customization does not only set a trend, but in fact marks the emergence of a new paradigm.


There’s some color theory involved as well—what have been some of the more popular colorways across your different product lines?

Mr. Ramon Medina: Taking inspiration from contemporary urban lifestyles and aesthetic trends plus Samsung’s minimalist design philosophy, known as Flat Style, our designers created an expansive palette of colors for the refrigerator’s customizable door panels. The colors we introduced in the Philippines are some of the most popular ones in Southeast Asia—light blues, pinks, the whites, and dark blues. We’re excited to introduce more colors in the near future.


How easy is it to change the designs and switch up colors of the ref? And what is the usual turnaround time from ordering a Bespoke ref?

Medina: I’ll start with the turnaround time from ordering. You can order it from our website (Samsung.com) or buy it from partnered store dealers. Consumers can easily choose and order the refrigerator and/or panel on our Samsung website. It will take around seven (7) business days before the delivery to their home and our Samsung Customer Service will be installing the panels to the refrigerator. The installation takes approximately an hour and the delivery and installation are free of charge. We can also teach you how to change the panels cause it’s something that you can actually do yourself.


So if you want your Bespoke Refrigerator to look this way today and come Christmas time, you want to change the theme, you can actually do it very easily!

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What is the story behind the exhibit?

Chu: The core of the Bespoke philosophy is about creating home experiences that are tailored to each user. We wanted our consumers to reimagine what your kitchen can be, with our various designs and modular combinations (through this exhibit).


Could you share tips on how to best enjoy the exhibit—are there specific areas and features that they should check out?

Medina: For our roving exhibit, our aim is to provide in-person inspiration. As the saying goes, to see is to believe. So, I think you’ll only appreciate what Bespoke is if you’re able to see for yourself. I mean simple things like door handles for one: you can see that these door handles can be this way or they can be interchangeable. It’s that kind of customizability we want the people to experience. Normally what we’re used to, is when you walk in the store, you choose a ref, and you tell yourself: ‘Okay, you have to choose wisely because this is the ref (you will use) for the next seven years or ten years’. And you have to really like it because you won’t be able to change it that easily for a long time.


But now, with our Bespoke Refrigerators, you can see how nice it can fit in your kitchen today and envision how three or four years from now, if you want to remodel the kitchen, you can actually also just change the door (panels) of the ref. That’s what makes our Bespoke Refrigerator so exciting. The other thing I want them to appreciate is the modular (feature), meaning, you can actually just add on to your current Bespoke Refrigerator type, depending on your needs. You can start with a two-door, and then maybe if your needs increase, add two more together especially if you have a bigger family. Again in the past this is something we’re not used to doing (when buying a ref). And this is something you can’t easily explore on the website. We want our customers to explore the different colors or finishes for the refrigerator’s customizable door panels and various modular units to help them elevate possibilities for their dream kitchen design through this exhibit.




To know more about Samsung’s Bespoke Refrigerator, like SamsungPH on Facebook or visit samsung.com/ph/refrigerators/bespoke-refrigerator/.