[2020 Unpacked] "Cosmetics Association? Galaxy Z Flip is 'Gender Neutral'"

Behind the Design of Galaxy Z Flip
"Most Comfortable Feel When Held, Based on Data"
"Market Changes When Creating Value Consumers Want"
"Three Color Options and Thom Browne Edition Have Target Audience"

[San Francisco (USA) = Asia Economy Reporter Han Jinju] "The Galaxy Z Flip is a product that embodies a new size, angle, style, and identity. We refined it in 0.1mm increments and created hundreds of prototypes to test it in order to provide the most comfortable grip when held in hand." (Kim Taejung, Executive Director of Samsung Electronics Wireless Business Division Design Team)

The 'Galaxy Z Flip' is a product that is expected to pioneer and expand the foldable phone category following feature phones and smartphones. It reconciles the paradoxical element of a 'large screen smartphone that fits perfectly in the hand' and provides 'freedom of the hand' by implementing a hinge that can be fixed at the desired angle.

On the 12th (local time), Kim Taejung, Executive Director of Samsung Electronics Wireless Business Division Design Team, who led the design of the Galaxy Z Flip, said, "Foldables are innovative technology, but if innovative technology does not create the value consumers want, it may surprise the market but cannot change it. Design must be objective, and at its core are the market, trends, and consumers, so balancing various elements is the most difficult."

The size and grip that fit perfectly in one hand were created based on thorough data analysis. By testing hundreds of models with a 3D printer, the 'grip' sensation was born in a size comfortable for people of all ages and genders. Director Kim said, "We went through a process of quantifying qualitative concepts to implement a size that can be universally satisfying," adding, "We also considered that if the device becomes too small, the large screen experience cannot be enjoyed."

The Galaxy Z Flip goes beyond the simple fold-and-unfold function and opens a new chapter for foldable phones by adding the ability to stand at the desired angle. Director Kim said, "You can experience new usability through various angles, and enjoy freedom when taking selfies, one-person broadcasts, or video calls without a separate stand," adding, "The freestop hinge was made possible through extensive research and collaboration."

This product targets the millennial and Generation Z generations who value the emotions embedded in products and willingly open their wallets for items that express themselves. Considering the smartphone's role as a 'fashion item,' attention was paid to colors and textures. Director Kim explained, "The Galaxy Z Flip is a foldable smartphone and a fashion item in the palm of your hand, with a design that captures attention when folded in half and infuses a fashionable sensibility," adding, "We added sophisticated colors and textures through precise manufacturing methods and meticulous finishing."

Although the Galaxy Z Flip's appearance and colors may remind one of cosmetics, it is not specifically targeted only at women. Colors are not divided by gender, but each color has a 'target.' Among them, the gold color was targeted at a specific region. Director Kim said, "Our philosophy regarding smartphone colors and design is fundamentally 'gender-neutral,'" adding, "We use colors that anyone can like, not colors preferred by men or women." He continued, "Every design has an intention. We divided colors into three types and added the Thom Browne edition because there is a target," adding, "The gold color received a high response when announced, but since it was a color intended to be released only in certain regions, we are carefully reviewing how far to expand it."

Among them, the 'Galaxy Z Flip Thom Browne Edition,' created in collaboration with the luxury fashion brand Thom Browne, drew an explosive response. The intention to stimulate the desire to collect was precisely successful. Director Kim said, "Collaboration with companies from different industries is a trend of this era. We have been preparing for a year," adding, "We wondered if high fashion and high tech could create the ultimate synergy, but our shared philosophy of satisfying customers and open minds to understand each other were great." He added, "We brought the signature design elements used by Thom Browne directly to the Galaxy Z Flip. The three signature lines engraved on the glass part were patterned on the surface to give a texture that feels like touching actual fabric."