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Samsung opens new Design centre for "disruptive" innovation

The new Design Innovation Centre in located in San Francisco, California.
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Samsung has announced the launch of a new Design Innovation Centre in San Francisco, California.

Samsung has announced the launch of a new Design Innovation Centre in San Francisco, California.

Samsung has announced the launch of a new Design Innovation Centre in San Francisco, California, the company said Wednesday. The Samsung Design Innovation Center also to be known as SDIC, will be a design lab dedicated to the integration of disruptive user-experiences to product design will be led by MIT veteran Dr. Federico Casalegno, Samsung said.

An associate professor of the practice at Massachusetts Institute of Technology (MIT), Dr. Casalegno is also the founder and executive director of the MIT Design Lab and founder of the MIT Mobile Experience Lab, the company noted in a press advisory.

Dr. Casalegno is the founder and executive director of the MIT Design Lab.

Dr. Casalegno is the founder and executive director of the MIT Design Lab.

Originally launched as a product design studio for North America in 1994, the SDIC will merge with a new user-experience research arm to expand its role from designing products mostly individually to designing multi-device user-experiences. The mission of the SDIC will be to contribute to creating stronger insights based on a deep understanding of consumer lifestyle trends, as well as adapting to the changing trends and emerging lifestyle patterns of local markets, the South Korean tech giant said.

The SDIC which is part of the Corporate Design Centre, located in Seoul, and one of seven Samsung design studios globally will also play an key role of envisioning product concepts that do not exist today and assist in the launch of those products to market.

“In this age of connected devices, it is imperative that a designer understands and considers the cross-device user experience for every design element of a product, because most products no longer serve a standalone purpose anymore.” Dr. Casalegno observed.

“User experiences must involve awareness of the other devices around them and work together. This is what consumers expect today,” said Don Tae Lee, head of the Corporate Design Center. “With the launch of the new center, we are establishing the framework to deliver that sort of experience to people across all our consumer devices.”