Samsung received 61 awards, including two gold awards, at the International Forum(iF) Design Award 2020. Samsung was given 34 prizes for product design, 8 for professional concepts design, 17 for communication design and 2 for packaging design. The company received the gold award for Sero and the Bespoke customizable refrigerator. Sero, which means “vertical” in Korean, has the ability to pivot between horizontal and vertical orientations. This new lifestyle TV features a modern and elegant design. The Bespoke refrigerator, customizable to customers’ personal tastes, consists of eight models ranging from one-door to four-door units and offers a replaceable front panel of the sleek door which allows mixing and matching of different materials and colors, reflecting personal preferences in style. The “Kitchen Fit” door was employed to give a “built in-like” look to any kitchen. “Samsung Electronics has pursued lifestyle innovations based on both reflection of current trends and its insight into customer needs in the future – Dontae Lee, Executive Vice President and the Head of the Corporate Design Center at Samsung Electronics, commented -. We will continue to strive to create the experiences that our customers want from Samsung with unique design thinking, incorporating innovative technologies and attempting bold creative challenges”.