Samsung Presents Cutting-edge Style With Samsung Wave Smartphone At Fashion Festival

March 17, 2010 - PRLog -- SINGAPORE, 16 MARCH 2010 - Samsung continues to reinforce its commitment to Singapore’s fashion scene through the participation in the Audi Fashion Festival 2010 as well as the Blueprint 2010 Initiative. Known for delivering style and cutting-edge technology, Samsung’s involvement at this year’s festival (28 April – 2 May), will include a showcase of the latest design innovations. In addition, to echo the support at Blueprint, Samsung has initiated special design collaboration with local fashion design maestros Ben Wu and Desmond Yang at this year’s festival.

In line with the festival, Samsung will launch their latest stylish smartphone Samsung Wave, presenting it as the official mobile phone of the Audi Fashion Festival. This is the first mobile handset to be released on Samsung’s new open platform, Samsung bada and is the cornerstone of the company’s commitment to provide a smartphone for every lifestyle.

“High-end smartphones, just like fashion, have become lifestyle accessories and personal fashion statements that increasingly reach across all demographic segments,” said Irene Ng, Director for Strategic Marketing, Samsung Asia.

The beautiful streamlined-bodied Samsung Wave is a full-touch mobile, boasting revolutionary touch screen technology, and a sophisticated design packed with comprehensive multimedia features. Taking centre-stage is the world’s first Super AMOLED, anti-scratch, anti-smudge 3.3” full-touch display screen, which offers a revolutionary experience with astonishingly bright and vivid colours.

“The Samsung Wave is a beautifully-designed smartphone that offers the best of design and functionality for fashion-forward consumers; we are indeed excited to have the Samsung Wave as the official mobile phone of the Audi Fashion Festival.” Irene adds.

Design Collaboration with local fashion designers: Ben Wu and Desmond Yang

To further demonstrate its commitment to Singapore’s fashion scene and dedication to design & technology, Samsung has initiated design collaborations with local fashion design maestros Ben Wu and Desmond Yang to create fashion creations to complement the Samsung Wave smartphone.

Irene Ng, Director for Strategic Marketing, Samsung Asia says, “We see a lot of synergies between the Samsung brand and the design opportunities presented at this year’s fashion festival. We are pleased to have the opportunity to work with like-minded industry trendsetters to show the huge impact that good design and technology has on today’s fashion lifestyle. For this year’s fashion festival involvement, Samsung also hopes to highlight the consumer & lifestyle benefits of our products in a creative, design-focused environment.”

Desmond Yang and Ben Wu are both celebrated home-grown designer talents with acclaimed successes achieved locally and overseas. Known for fusing classic edgy form-fitting pieces, Desmond Yang, is the creative wizard of womenswear label, abyzz by desmond yang; Ben Wu is the progressive designer talent behind both popular womenswear label, TIAN and the recently launched premium fashion label, benWU. Both are key figures in Singapore’s new crop of avant-garde trendsetters.

“I am very honoured and pleased to have the opportunity to work with Samsung to create fashion. Desmond Yang shares. “Today, more than ever, fashion is part of our daily life. I aim to create a Wave-inspired fashion accessory that is not only a fashion-statement piece, but also useful and functional. This is very much in line with my designs, which are versatile and functional.”

Ben Wu adds on, “I am excited to be part of this collaboration with Samsung. Designing is a journey of self-exploration for me. My fashion creations for Samsung Wave will aspire to evoke this same sense of self-exploration and self-expression for style-seekers.”

To deepen the design collaboration, Samsung has also invited the designers to leverage on their personal design influences and share their visions of 3D TV Eyewear designs.

“It delightful to know that Samsung takes great interest to look into developing the style & design for its products, especially for the 3D eyewear,” Ben expresses. “It is astonishing to discover how fast-paced 3D technology is and that 3D eyewear designs have not kept up. I always had a penchant for designing for items from different genre and being part of this design process involving a groundbreaking product is very inspirational for me.”

The bespectacled Desmond enthuses, “I am very passionate about eyewear designs and look forward to sharing my design vision for 3D eyewear. I hope to inspire - to combine fashion with functionality in a simple and timeless way.”

The design concepts and creations will be exhibited at the festival tent lounge for the entire festival week.

In an effort to make the fashion festival experience accessible to all Singaporeans, the series of limited edition fashion creations will be paired together with the Samsung Wave smartphone, premiered first at the fashion festival before being made available for sale exclusively at the Samsung Flagship Store at VivoCity, BenWU boutique at Mandarin Gallery and abyzz by desmond yang boutiques at Orchard Central and Millenia Walk.

-Ends -

About Samsung and Singapore Fashion

Samsung continues to reinforce its commitment to Singapore’s fashion scene through the participation in the Audi Fashion Festival 2010 as its official mobile phone brand, following its sponsorships of Singapore Fashion Festival in 2008 and Audi Fashion Festival in 2009. Through cutting-edge fusion of design and technology, Samsung continues to break new ground in mobile phone design to delight style-conscious consumers with the Samsung Wave, announced recently at the Mobile World Congress 2010.

This year Samsung also extends its commitment to support local designers as participating sponsor for the Blueprint initiative, a trade fair for Asian designers and a platform created to drive synergy for fashion trade in Asia held in conjunction with the fashion festival.

About Samsung Electronics Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of two business units: Digital Media & Communications and Device Solutions. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

For media enquiries, please contact: -

Sabrina Chia
Tel : 65 6547 8979 / 65 9093 9878
Email : sabrina@accesscoms.com.sg

Melodie Ng
Tel : 65 6547 8979 / 65 9183 2430
Email : melodie@accesscoms.com.sg

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