The Challenge
Samsung Europe needed to validate and launch a radically new hardware form factor — the R7 360° omnidirectional speaker — for Western markets. The hurdle was translating a conceptual audio idea into a tangible experience that could win production buy-in from senior leadership in Korea.
The Approach
- Hardware-software synthesis. Orchestrated a cross-continental bridge between European design strategy and Korean technical development to build a working prototype.
- Phygital prototyping. Led the team building functional hardware prototypes integrating custom physical speaker controls with a companion mobile app.
- Executive curation. Engineered a friction-free live demonstration built specifically to showcase the hardware-software interaction during executive review.
The Impact
- 100% executive buy-in. The live demonstration secured full development funding and production sign-off from Samsung's global executive team in Korea.
- Global launch. The prototype was the direct catalyst for full-scale manufacturing and the commercial release of the Samsung Radiant360 R7.
- Strategic influence. Set a precedent that localised Western design innovation could shape Samsung's global product pipeline.
