Samsung Electronics Co. Ltd., a global leader in digital appliance innovation, today opened the doors to Samsung Premium House, a custom-designed upscale home showcase in Berlin at IFA 2013. Guests will be able to experience a premium home environment featuring a fully operational kitchen, living room and laundry room designed and decorated in collabouration with leading designer furniture companies B&B Italia and Arclinea. The Samsung Premium House will showcase Samsung’s latest home appliances, offering hands-on experience in enhanced function and style of homes and kitchens.
Lana Sanleandro, Head of Marketing, Samsung Digital Appliances, said: “Consumers today don’t just want a space to live in, they want an environment they are proud of. One they enjoy spending time in with people and things they care about most, allowing them to express who they are. Samsung has found the perfect blend of innovative appliances and beautiful designs to enhance the home environment and consumer experience. We are redefining the home from what it used to be by introducing new trends in home innovation.”
Located within the Samsung Digital Appliances booth at Hall 5.1, the Samsung Premium House represents a 272 square-meter home with a kitchen, living, dining and laundry room outfitted with the latest Samsung refrigerators, flex duo ovens, microwaves, air-conditioner, air-purifier and washing machines.
To create the perfect home that harmonises appliances with design, the living and kitchen sections have been imagined and decorated with B&B Italia and Arclinea.
Giorgio Busnelli, Chairman at B&B Italia “Electronics were once considered stand-alone devices, but today it is very much entering the home space and shaping the way we create and design. In the future, we will see appliances that become integrated into furniture.”
Silvio Fortuna, CEO at Arclinea said “Beautiful design isn’t good enough anymore. We are being challenged to make design functional so everyone can live and enjoy them. This is a belief we share with Samsung and we look forward to bringing consumers new and exciting home life experiences in the future.”
Along with a premium lifestyle offering, members of the recently launched global campaign Samsung Club des Chefs will deliver a world-class gastronomy experience to lucky guests. Renowned Michelin 3-star holders Michel Troisgros (France) and Christopher Kostow (U.S.) as well as MOF 2011 winner Eric Trochon (France) will be on hand to prepare delicious meals in the kitchen of the Samsung Premium House.
Samsung’s collabouration with these leaders in the international culinary community marks an industry first in integrating the expertise and insights from chefs of this caliber with Samsung’s own expert teams—from the earliest stages of product development to the testing and final production phases to developing and launching a new range of kitchen appliances. In addition to impacting future products, Samsung Club des Chefs will also inspire home cooks through the sharing of recipes, techniques and tips via various channels, including Samsung’s new social media site www.samsungclubdeschefs.com.
Note to editor
The Samsung Premium House will be open to invited visitors from September 5 to September 10, 2013. To learn more about Samsung Premium House, Club des Chefs and the latest appliances from Samsung, visit www.facebook.com/samsunghomeappliances.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit www.samsung.com.