Korean electronic giant Samsung has turned to Denmark in its hunt for future design solutions. Danish design tradition is to be the basis for redeveloping the company’s design focus, which in the last few years has transformed Samsung’s image from a copying company into a trendsetting quality brand. The company’s design managers have recently completed a study trip to Denmark, writes Børsen.

“Samsung’s brand is becoming more and more important and that is why we are making a great effort to find the elements to prolong the lives of our products. Danish companies have a unique ability to create products with a long lifetime,” says Yongil Ahn, chief designer behind Samsung’s mobile products. He emphasises the proud Danish furniture tradition and companies such as B&O and Georg Jensen. Samsung’s design team has also noted the ability of Danish companies to create good design at a reasonable price.

According to Samsung’s design team, Danish companies’ qualities in this field are due not least to the consumers’ view of design.

During the last couple of years the Korean company has implemented a radical change of strategy, with a major focus on attractive design. This has helped turn Samsung into one of Asia’s most profitable companies. A position that Samsung aims to further strengthen by closely studying Scandinavian consumers.

In collaboration with Danish consultancy company Red Associates, Samsung is presently carrying out a thorough survey of the Nordic consumers’ usage of mobile products, including systematic man-to-man marking of selected consumers.