Cannes Lions

SAMSUNG GALAXY S5

SAMSUNG ELECTRONICS, Seoul / SAMSUNG / 2014

Presentation Image
Scale Drawing
Case Film

Overview

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Credits

Overview

Description

Samsung aspires to create design innovation that enhances our lives and society for a better future. The ultimate goal of design is to make people’s lives more enjoyable and meaningful by creating new value and culture. Samsung envisions design that delivers new “meaning” and “delight” to people; that contributes to society by creating sustainable and innovative value. Samsung believes design can bring an elegant balance between aesthetics and functionality, with an emotional touch. GALAXY S5 is a reflection of Samsung’s design values, delivering energy, passion, and delight to empower people’s everyday lives.

Execution

Samsung strives to embed both rational and emotional sensibility harmoniously throughout the design. To deliver design that visually and emotionally satisfies users, while simultaneously delivering style and function, designers researched the evolving trends of items used by people on a daily basis, from fashion to architecture to lighting to automotive. For GALAXY S5, designers studied various colors and materials, and conducted sample tests. This process led to the soft-feel lambskin-like texture and embossed paint. Design was inspired by diverse luxury goods, like jewelry and premium watches, informing the form and finish.

Outcome

GALAXY S5’s innovative design and features enable people to express their individual personalities and lead passionate lifestyles. The lambskin-like soft feel, newly created colors and perforated pattern give a fresh, distinct look, while the bold metallic frame adds style and a focus on function. Additional features refined through consumer surveys and usability tests include dust and water resistance, and health-related features, like the innovative heart rate monitor. Reflecting Samsung’s human-centric efforts, these empower users to live in the moment and support healthy, active lifestyles. GALAXY S5 carries on Samsung’s brand promise, striving to deliver innovation and delight to people’s lives.

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