[Interview] Behind the Design of the Galaxy Z Flip3 Bespoke Edition

Samsung’s design team explains the incredible story of creating the Galaxy Z Flip3 Bespoke Edition.

Now more than ever, consumers want the power to make their products their own. From fresh colors to a personalized UX, they crave customization in all aspects of their mobile experience. That’s because today’s consumers are multifaceted. They seamlessly move between lifestyles and identities – work and play, home and the office – and they want their technology to reflect their unique personality.

That’s why Samsung created the Galaxy Z Flip3 Bespoke Edition, a first-of-its-kind color customization experience for Galaxy smartphones that allows users to design their very own Galaxy device.

Understanding that one size doesn’t fit all, the Galaxy Z Flip3 Bespoke Edition allows users to choose from 49 color and frame combinations for their device along with special Bespoke wallpapers. Whether you prefer a sleek and clean look or something bold and bright, the Galaxy Z Flip3 Bespoke Edition allows you to build a device that matches your personality.

Samsung Mobile Press sat down with Samsung’s design team to discuss just what goes into creating a Bespoke smartphone. Read on to learn about the design process behind one of Samsung’s most ambitious smartphone initiatives yet.

1. Why did Samsung decide to create the Galaxy Z Flip3 Bespoke Edition?

The idea first came when we noticed a customization trend emerging across all aspects of society. From luxury goods to everyday sneakers, we’ve noticed that consumers are seeking out products that they can tailor to their own tastes and style. Now more than ever, consumers want the ability to express their individuality. With that in mind, we felt that the timing was right for a device that users could truly make their own.

For the past year, Samsung Galaxy has committed to openness – a dedication to creating technologies that help our users eliminate boundaries in their lives. We believe technology should reflect each customer’s individuality, especially the mobile devices that users spend the most time with. We wanted to create a device that was designed, inside and out, to empower users to express themselves.

The Galaxy Z Flip3 was the perfect fit, as users were already connecting with the Galaxy Z Flip series in creative ways. Since the launch of the first edition, we had seen an increase in custom cases, device skins, and accessories. We saw that desire for customization and took it a step further with the Bespoke Edition.

— Hye Jin Bang, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics



2. What is the theme that drives the design of the Galaxy Z Flip3 Bespoke Edition?

The Galaxy Z Flip3 Bespoke Edition is driven by the idea of “Celebrating Escape.”

Due to the difficulties from the pandemic, online exhibitions, performances, and festivals have become the only available outlet for people to escape from their daily frustrations. During these challenging times, we wanted to offer our customers a unique mobile experience — one that allows them to escape the uncertainty of our world by giving them a chance to shine and express themselves. The Bespoke Edition breaks industry norms as operations are typically built to handle mass production rather than personalization. In this instance, we wanted to move away from the tried-and-true colors that dominate smartphones and lean into hues that stand out.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

The Galaxy Z Flip3 Bespoke Edition is built to appeal to more than just one type of individual. In fact, each Galaxy Z Flip3 Bespoke Edition is made to order, designed by you to match your unique tastes. We didn’t have a particular user in mind. Rather, we embraced the unique, multidimensional lives of our consumers by giving them a personalized mobile experience.

Every one of us belongs to different groups and identities, and we move between them fluidly. This is especially true of younger generations, who recognize that it is natural to belong to these different groups. They want brands that accept a wide range of experiences and preferences.

We wanted to create a device that reflects this reality and empowers users to express their identity in a way that feels authentic to them.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

4. How did you select the colors for the Galaxy Z Flip3 Bespoke Edition?

The color selection process was done in three phases: color concept definition, color selection, and post-launch review.

During the first phase, we worked together with various teams at Samsung, as well as global color experts and trend specialists, to gather insights on consumer preferences and global Color Material Finish (CMF) trends. After this in-depth research, we developed an overall color concept for the Bespoke Edition and named it “Celebrating Escape.” Celebrating Escape is all about breaking from industry norms. We, as a design team, wanted our customers to truly enjoy this out-of-the-box experience and pursue uniqueness through bright and expressive colors.

In the next phase, we established a color pool based on our research, which we eventually narrowed down to the final selection. At first, we had a wide spectrum of colors to choose from, so we started the long process of narrowing down our pool. To finalize five color options for the Bespoke Edition, we went through numerous internal surveys. We paid particularly close attention to our millennial and Gen Z employees. In one case, for example, our top management was not convinced by the yellow color option, as it was not something commonly seen in the mobile industry. But our internal survey results showed high affinity for yellow among millennial and Gen Z employees, so we included it in our final five color options.

The final stage in our color development process is a post-launch review and validation. We are now in this stage for the Galaxy Z Flip3 Bespoke Edition, reviewing customer feedback and sales results. Data gathered from this research and analysis will be used for future products.

— Hye Jin Bang, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

5. Why did Samsung choose only five colors for the Bespoke Edition?

Selecting the number of color options was a delicate process. We made our final decision while considering the paradox of choice, a popular psychological theory which states that an abundance of options requires more effort in decision making.  We didn’t want our customers to feel overwhelmed with too many color options.

As for myself, our team experimented with our color pool and conducted over 1,280 simulations to sort out the best colors. It was truly a tough process, but we landed on a final selection of two frames and five color options that perfectly complement each other, no matter the pairing.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

6. How is the design of the Bespoke Edition different from the standard Galaxy Z Flip3?

The key differentiation of the Galaxy Z Flip3 Bespoke Edition is the pursuit of uniqueness through color. While the standard Galaxy Z Flip3 uses colors that will satisfy the majority of people and emphasizes a simple tone-on-tone composition with metal frames, the Galaxy Z Flip3 Bespoke Edition is designed to help our users break the mold and pursue more unique combinations with bright and expressive colors.

In addition to the customizable color options, the Galaxy Z Flip3 Bespoke Edition also comes in special edition packaging with a Bespoke Edition wallpaper and background for the Cover Screen that match the device’s colors for a fully coordinated look.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics



7. What is the most popular color for the Galaxy Z Flip3 Bespoke Edition so far?

Globally, white on both sides with a silver frame is the most popular option. Many also choose pink for both sides with a black frame. In the U.S., however, the yellow and blue combination with a silver frame is currently the most popular choice. We love to see which variations become more popular across different regions, and how consumers are drawn to different combinations. It reinforces why we are offering the Bespoke Edition in the first place.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics