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Samsung Bordeaux TV 2006 Design Insights

The document discusses requirements and designs for Samsung TVs from 2005-2006. In 2005 in Rome, Samsung wanted their TVs to have a distinctive black finish, flat screen, and be trendsetters rather than followers in design and see TVs as home furniture. In 2006 in Bordeaux, the new TV design had a minimal, curved transparent bottom to mimic a wine glass, hidden bottom speakers, and black or white finishes. The new philosophy was to "create an emotional journey." Samsung remained vertically integrated while competitors outsourced and faced losses, allowing Samsung to hold its strong position.

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Florenciano Johanes
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15 views3 pages

Samsung Bordeaux TV 2006 Design Insights

The document discusses requirements and designs for Samsung TVs from 2005-2006. In 2005 in Rome, Samsung wanted their TVs to have a distinctive black finish, flat screen, and be trendsetters rather than followers in design and see TVs as home furniture. In 2006 in Bordeaux, the new TV design had a minimal, curved transparent bottom to mimic a wine glass, hidden bottom speakers, and black or white finishes. The new philosophy was to "create an emotional journey." Samsung remained vertically integrated while competitors outsourced and faced losses, allowing Samsung to hold its strong position.

Uploaded by

Florenciano Johanes
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

Rome (February, 2005)

Requirement:
- Color. distinct look with our ‘piano’ black finish, It was quite beautiful, but it wasn’t enough
- Screen. Flat screen with slim form
- Let’s not be trend followers, let’s be trend setters
- Design. Luxury design
- TV was not just for receiving images, but something the consumer saw every day as furniture, as part of
their home
- TVs’ values to theaters and furniture
Bordeaux (March, 2006)
Requirement:

- minimal bulk, and featured a transparent curve at the bottom that mimicked a wine glass, with speakers
now hidden in the bottom of the frame
- They came in a black or white finish
- new design philosophy called “Create an Emotional Journey
- Bordeaux Plus, now even slimmer and wall-mountable

While competitors faced losses and began outsourcing production,21 Samsung Electronics remained vertically
integrated and held its strong position,22 and it continued to manufacture all TV components and a range of display
formats

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