24h Kitchen

Overview

Samsung presented its growing kitchen collection in Milano during Fuorisalone 2019. The installation introduced built-in concept kitchens, created shareable experiences, deepened designer relationships, and established Samsung as a premium brand — framing the home kitchen as “a dynamic 24-hour hub of production, creativity, and social connections.”

Role: Product Designer (part of a collaborative team with architecture and branding) · Timeline: 2018 project, opened April 2019

Design Process

Meticulously orchestrated, highly collaborative work across architecture, branding, and project management. After collective research on Samsung Appliances’ context, responsibilities diverged: the design team developed the physical space and media while branding crafted visual identity, using “collective envisioning” sessions to sketch and refine concepts together.

Design Challenges

Balancing product showcase with visitor engagement, and collaborating across teams under uncertainty about visual outcomes — resolved through shared mental sketching and collaborative review, allowing concepts to organically evolve.

Outcomes

A successful, timely 2019 Fuorisalone opening that attracted thousands of visitors, effectively showcased Samsung’s new products, and established Samsung as a recurring client.