Electronics and home appliance manufacturer Samsung hosted its virtual event Bespoke Home 2021, where it announced a global expansion of its Bespoke refrigerator line-up and upcoming global launch of its Bespoke Kitchen.

President and head of Digital Appliances Business at Samsung JaeSeung Lee

The Bespoke refrigerator line-up, launched at IFA in 2020, has now expanded to Europe, North American and Latin American, following launches in China and Commonwealth of Independent States, last year.

It allows consumers to choose the colour and texture of the front panels based on style preferences.

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In addition, Bespoke allows consumers to build their own combination of fridge and freezer and change them, if necessary, according to lifestyle requirements.

In Europe, Bespoke refrigeration is available in one door and slim one door column, plus bottom mount fridge freezer in 1.8m or 2m high options.

These come in six finishes – three glass and three metal options, in a palette ranging from white to pastels through to statement colours.

Expanding its Bespoke refrigeration, Samsung is set to introduce customised appliances across the entire kitchen, starting with markets in the US and Europe.

In the US, it will include a full package of kitchen appliances, available in the second half of the year.

While for Europe, the Bespoke appliances will include microwaves and dishwashers which will be available in 2021.

In addition, Samsung has created lifestyle Bespoke appliances for use outside of the kitchen, which will launch in North America and Europe this year.

Samsung undertook consumer surveys to find out how home had changed for consumers and identified two major trends in the way people were changing their homes.

Travis Miller of Samsung corporate strategy commented: “The first involved creating multi-functional spaces at home and the second was an increased focus on hygiene and sanitisation.”

He added: “Nearly two thirds of Europeans said since the pandemic, the home has become their sanctuary, and 40% of Americans said they are making changes to sanitise their home entryway to cut off pollutants at the door

It means appliances are expected to cater both functionally and aesthetically to meet the needs, including making it easier to refresh clothing or shoes.”

So Samsung is also set to launch the Bespoke AirDresser, Bespoke ShoeDresser, Bespoke water purifier system and Bespoke Cube refrigerator.

The Bespoke ShoeDresser uses jets of air to dehumidify shoes, has a deodorising filter and can remove germs and viruses.

It is complemented by the AirDresser which uses air and steam to refresh and remove bacteria from clothes.

The Bespoke Cube refrigerator can be used in the living room or bedroom and provides modular cooling storage for wine, beer or beauty products.

While the Bespoke water purifier, with the choice of a single or multiple taps, boasts a system that can filter up to 2,500 litres which is enough for a four-person family.

In addition, Samsung’s vision for the Bespoke Home emphasises connected living through AI with SmartThings.

It includes the likes of SmartThings cooking which provides personalised meal plans and recipes that reflect the fridge inventory and that can be sent to cooking appliances.

This is already available in North America and select European countries but will be joined in the second half of 2021 by SmartThings Clothing Care.

SmartThings Clothing Care will now sync the Bespoke airDresser, as well as smart washers and dryers which already recommend cycles and settings for optimum laundry care.

President and head of Digital Appliances Business at Samsung Electronics JaeSung Lee concluded: “These products provide solutions for new consumer needs, upgrading the home experience and this is just the beginning.

“The consumer will always be at the heart of our Bespoke philosophy, driving us to find more ways to make the home truly personal.”