[Asia Economy Reporter Jeong Hyunjin] Samsung Electronics has ushered in the era of fully customized refrigerators through the ‘Bespoke Refrigerator,’ which allows consumers to choose type, color, material, and features according to lifestyle and space.
The 2021 Bespoke Refrigerator offers consumers a choice of colors from a total of 22 panels, including 10 Jeju Edition colors such as Sun Yellow and Greenery. By collaborating with the global paint company Benjamin Moore and introducing 360 customized colors called ‘Prism 360,’ Samsung has expanded the range of consumer options. Inside the showcase, a ‘Beverage Center’ is applied, allowing users to enjoy water and ice according to their preferences. The multi-pantry inside the refrigerator compartment can be set to six customized temperature levels, and the customized storage room in the lower right compartment of the refrigerator allows for seven temperature adjustments, keeping ingredients fresh.
Samsung Electronics has prepared spaces where consumers can directly experience the Bespoke Refrigerator both online and offline. Unique collaborations have been conducted with various brands such as the high-end edit shop Chapter One and Hyundai Department Store’s food specialty online service Hyundai Food Hall To Home. Additionally, an online event called ‘Join the Bespoke,’ where anyone from Bespoke users to non-users can participate, is being operated. Samsung also runs the ‘Bespoke Atelier’ at Samsung Digital Plaza, where customers can directly combine and experience their own refrigerators with 360 color panels.
A Samsung Electronics official said, "The Bespoke Refrigerator has created a new customized home appliance culture beyond a mere trend. We expect Samsung Electronics refrigerators to continue leading the consumer-centered home appliance era and make our lives richer and more valuable."
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