Samsung Electronics Unveils Plans for Design Innovation CenterThe design hub will focus mainly on elevating multi-device user experiences.

[Collection]Millennials are at minimum a two-screen lot. Samsung Electronics appears to have taken that to heart with its latest news of its plans to open its Samsung Design Innovation Center. The initiative will merge its established user-experience research arm to broaden its scope to mine insights based on holistic views of consumer behavior. And they’ve secured a key player who’s familiar with running creative hubs to spearhead the operation. Federico Casalegno, founder of the MIT Design Lab and MIT Mobile Experience Lab, will lead the center. “In this age of connected devices, it is imperative that a designer understands and considers the cross-device user experience for every design element of a product, because most products no longer serve a stand-alone purpose anymore,” said Casalegno, head of SDIC. “Our mission is to understand people and lifestyles to deliver meaningful experiences, through beautiful yet functional design, enabled by innovative cutting-edge technologies. With a talented team of multidisciplinary designers, the SDIC will seek to leverage insights from the North American market and tap into the Silicon Valley entrepreneurial spirit to design inspiring products and experiences.” Samsung’s move signals its awareness of the quickly evolving landscape — particularly as Millennials and Generation Z continue to shift their spending toward

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