By Kim Yoo-chul
Samsung Electronics is looking to hire Chris Bangle, a charismatic figure who was previously the chief designer at BMW for nearly two decades. Although he is already working with Samsung, the employment contract has been not officially finalized.
“Samsung is working with Bangle on a specific project basis. If he signs a formal contract with us, then he will take the role of advisor,” a Samsung spokesman said Sunday.
A Samsung official declined to comment but reports say Bangle is expected to contribute to the design of Samsung’s high-end portable products such as notebooks and handsets.
An American among mainly European designers in the industy, Bangle is known to be innovative but controversial as his work has been described negatively such as “Bangle-butt” for the rear of the BMW 7 series or “Bangleized” for anything he has contributed to designing.
By getting Bangle onboard, Samsung is placing more stress on the design of its products but may face competition in recruiting Bangle from Hyundai Motor.
Hyundai Vice Chairman Chung Eui-sun, heir apparent of the group, reportedly held discussions with Bangle during his recent visit to Seoul.
Bangle stopped by Hyundai’s design center and discussed current issues with the top designers there, according to officials, though the company declined to confirm this.
After leaving BMW, the design guru moved to Italy and established his own consulting firm, Chris Bangle Associates. On the company website he describes the consultancy as “focused on the products and ideas that move you: physically or emotionally!”
Korean firms, riding on their success in international markets, are paying more attention to the design aspect of their products.
Hyundai Motor and its sister Kia Motors often rely on foreign design experts, with the designs of their latest models often being a pleasant surprise for foreign buyers some of whom say they are almost experimental.
Such an emphasis on the software aspects of products is expected to continue, with the manufacturers believing they often prove to be what separates their products from others.