Samsung Telecommunications America (STA) is a hub of design, planning and marketing for Samsung’s Mobile US product division. Their flagship in Richardson, Texas, was not in step with this fast-paced and contemporary organization. A large expansion of this facility offered an opportunity to create an integrated interior design and environmental branding solution that would express and support the culture of this multinational corporation with a diverse employee population.

The client and project team envisioned what a WOW workplace should be for Samsung. This included spaces to support collaboration and focused concentration, a training center to expand employee development, flex spaces to manage an influx of teams from Korea and India, and an environmental brand expression consistent with their products and market image.

Branding elements were designed to reflect the sleek contemporary appearance of the Samsung product family and express the values that have helped Samsung grow to market dominance. The seamless integration of branding elements into the interior design was integral in creating a new WOW. Establishing a brand-centric design approach to the Richardson workplace initiated a design vocabulary that has been extended across the US offices.