Samsung’s New Product is a Customisable Refrigerator


Samsung has also announced Project Prism in Korea. It is giving consumers the ability to personalise the materials, colors, shapes and designs of products

Hyun Suk Kim with Samsung’s Bespoke Refrigerator

On June fourth, Samsung Electronics held a launch event to introduce Project Prism at the Samsung Digital Plaza in Gangnam, Seoul. The company, on the sidelines of the event, also launched its first customisable refrigerator – Bespoke.

Samsung Electronics’ president and CEO of Consumer Electronics Division, Hyun Suk Kim, said, “There is a growing trend across this generation, especially among millennials, that sees us valuing personal tastes and experiences foremost. With Project Prism, we are reflecting this trend, and hope that Samsung can become a prism-like medium, able to reflect each and every colorful consumer lifestyle.”

He added, “Project Prism’s philosophy is that only when truly reflecting a consumer’s lifestyle can a home appliance fit seamlessly into their lives – and Bespoke marks the start of this process.”

Samsung’s first customisable refrigerator-Bespoke

With the Bespoke refrigerator, customers can customize their own configurations of material, color, sizing and other feature choices. Able to fit naturally into whatever home space the customer has available, the Bespoke refrigerator, as per Samsung comes in eight sizes; four-door freestanding, four-door kitchen fit, two-door BMF (upper refrigerator and lower freezer), one-door refrigerator (24 inches), one-door freezer (24 inches), one-door kimchi refrigerator (24 inches), one-door (alternating temperature, 18 inches) and kimchi plus.

Samsung’s official statement read, “With a Bespoke refrigerator, customers can choose their preferred color from a 9-strong color range that includes navy blue, mint, pink and coral. Able to fit in seamlessly with any home interior styling, Bespke also features three different refrigerator door texture options.”

It continued, “The Bespoke refrigerator is the first product in Project Prism that, by encouraging customers to think outside of the box, is set to take home appliances to the next level and beyond their traditional spaces within the home.”