Samsung Electronics has unveiled a renewed Samsung Design website and official Instagram account, reshaping the direction of its design organization in December 2025. The Samsung Design Instagram account has been rebranded as design.samsung.
Through its new platform, Samsung plans to focus on showcasing the product creation process and the perspectives of the designers at the heart of it. The core content will likely focus on the mindsets and emotions of designers who envision, develop, and complete products, as well as the social and technological changes they observe. Samsung Electronics emphasized that human curiosity, emotional intelligence, and unique imagination remain crucial even in the age of AI.
Mauro Porcini, President and Chief Design Officer of Samsung Electronics, explained that design is an activity for people. He stated that the process of connecting products and technology with human lives is the essence of design, and that human connection is a crucial driving force behind creativity. He noted that inspiration is not something achieved in isolation, but rather a journey created together through sharing perspectives. Samsung Electronics set a goal of fostering an ecosystem where this platform fosters more dialogue and feedback, and where it grows together with creators around the world.
The new website has been revamped to become a single platform that showcases Samsung's design philosophy and process. It will offer in-depth content on the thought processes underlying products and experiences, as well as how design connects business and social roles. The Instagram account will enable more casual and immediate communication, serving as a direct channel for the designers' personal stories and perspectives.
