IN KOREA, the Samsung Group is creating a distinctive brand based on customer‐focused design. Tom Hardy, Kook Hyun Chung and Shin So collaborate to describe this effort, which includes defining shared values, establishing a design philosophy, proclaiming six guiding design principles, and developing an identifiable but flexible design language. In terms of implementation, a Lifestyle Research Group, a Material and Finishes Group, and an Advanced Design Group play important roles in this successful company‐wide program.

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