Samsung Galaxy’s Foldable-Phone Pitch: Just Try Them
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Samsung Galaxy’s Foldable-Phone Pitch: Just Try Them

Company banks on more in-store visits and lower prices.

By JIYOUNG SOHN
Tue, Aug 17, 2021 11:24amGrey Clock 4 min

SEOUL—Samsung Electronics Co. is betting the world is finally ready for its foldable phones.

Consumers had initially balked at a price tag that hovered around $2500. Durability remained a concern. Closed stores during the pandemic meant few buyers could see and touch a foldable phone that looks dramatically different from everything else.

That has brought an underwhelming debut to what had been one of the smartphone industry’s most-hyped products of late. The device has a tablet-size screen that folds in half like a book, becoming small enough to carry in a hand, pocket or purse. When closed, a second display on the outside can field most tasks.

Roh Tae-moon, president of Samsung’s mobile-communications business, said he has heard all the complaints. He is hopeful the company’s two new foldable devices, which were unveiled Wednesday, become more than fringe products in the smartphone market.

“We’ve seen that users who have tried foldable phones like the experience and say they want to use them again,” Mr. Roh said. “But it’s hard to discover the value of foldables if they haven’t had a chance to experience them.”

Samsung’s earlier foldable phone models, first introduced in 2019, weren’t sales hits, industry analysts say. Mr. Roh doesn’t see them as flops: He said they established baseline expectations among consumers and set the ground for this year’s models.

One immediate shift in tactics: a lower price tag. The larger Galaxy Z Fold 3 5G will cost $2499 less than its predecessor. The more compact Galaxy Z Flip 3 5G is priced at $1499.

The foldable phones were among devices unveiled at Samsung’s Wednesday event, which also featured two new versions of its Galaxy Watch—developed in partnership with Alphabet Inc.’s Google—and its Galaxy Buds 2 wireless earphones.

Samsung, the world’s largest smartphone maker by shipments, dominates the foldable category. Just three other companies have rival foldable phones: Huawei Technologies Co., Xiaomi Corp. and Lenovo Group Ltd.’s Motorola.

Two million foldable phones were sold world-wide last year, or about one-quarter of initial projections before the pandemic, according to Strategy Analytics, a market researcher. Shipments of foldable phones this year are forecast to hit seven million units, it said.

That is a sliver of the 1.42 billion smartphones forecast to be shipped in 2021, according to Strategy Analytics. But foldable phones have outsize importance, both as a flashy product that might sway consumers to upgrade their devices and as a profit driver.

If Samsung could sell 10 million foldable phones a year, it would likely generate $1 billion in operating profit—a sum that would be greater than the combined operating profit last year of the global smartphone industry that uses Google’s Android operating system, said Neil Mawston, executive director at Strategy Analytics.

Though Apple Inc.’s iPhone has seen sales soar, the broader smartphone industry could use a breakthrough hit. Worldwide shipments have declined the past three years, according to Strategy Analytics. Global phone shipments will grow 9% this year, though will be roughly the same size as in 2019, according to the company’s forecasts.

Foldable phones were more disproportionately affected by the pandemic than standard ones, industry analysts say. Given their novelty and higher price, foldable phones are products that consumers would prefer to hold in their hands before making the leap, and that became difficult during lockdowns, said Sanjeev Rana, a Seoul-based senior analyst at brokerage CLSA.

“Nobody wants to spend $2,000 looking at a phone on the internet,” Mr. Rana said.

Samsung’s mobile business has a lot riding on the foldable phones becoming a success. The Suwon, South Korea-based company doesn’t plan to release a new version of its plus-size Galaxy Note device this year. Pandemic-induced production issues in Vietnam affected output in recent months, while Covid-19 outbreaks in markets such as India sapped demand. Samsung’s second-quarter mobile profit fell 26% from the previous quarter.

Mr. Roh, 52 years old, has led Samsung’s mobile unit since early last year, after spending decades working in the company’s mobile research-and-development team. Market intelligence shows that people are using their mobile devices more than before the pandemic, he said, and using them to do more types of tasks.

The South Korean company’s foray into foldable phones in 2019 began with controversy. Tech reviewers found structural flaws, including screens that bulged. Samsung delayed the original Galaxy Fold phone by months and fortified the design.

Making the foldable phones sturdier is a selling point for Samsung’s two new releases. A protective film for the main display will improve durability by 80% compared with the previous models, the company says. The devices have gotten thinner and lighter, and come bolstered with stronger frames and hinges. Both are waterproof. Neither has an earphone jack.

The pricier Galaxy Z Fold 3 has a main display that measures 7.6 inches diagonally, with an exterior cover screen of 6.2 inches. When opened, the front-facing cameras are embedded under the display, meaning the circular lenses largely disappear when using the phone. It is compatible with the S Pen stylus, a favorite for Galaxy Note fans, though it must be purchased separately. Apps have been further optimized to provide a better fit on folded screens, Mr. Roh said.

The more compact Galaxy Z Flip 3 has a 6.7-inch main display. The area of the exterior screen, which had previously been a thin bar, is now large enough to support four main apps and enables users to read several lines of notifications and messages without opening the device.

Preorders for Samsung’s newest foldable devices begin Wednesday in the U.S., with the phones hitting shelves Aug. 27 in several markets. Samsung is letting consumers in the U.S. trade in up to four devices, including those from other brands, for discounts that could reduce the price of the Galaxy Z Fold 3 to $1,000 or halve the price of the Galaxy Z Flip 3.

Jene Park, a senior analyst at Counterpoint Research, which tracks smartphone sales, said Samsung’s foldable-phone pricing this year should be more aligned with what consumers expect.

Lee Ji-hoon, a 37-year-old office worker in Seoul, is an early adopter. Last year, he picked up a Galaxy Z Fold 2 and can’t see himself ever going back to a conventional smartphone. He is hooked on the wider screen.

But Mr. Lee acknowledges one drawback, even when the device is closed. “The phone is too bulky to fit in my pants pocket,” he said.



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Retro Kitchens Are Everywhere—and the Ultimate Rejection of the Sterile Luxury Trend

Playful 1950s style spotlights details like coloured cabinets, checkerboard and mosaic tile patterns, vintage lighting, and SMEG appliances

By TRACY KALER
Mon, Apr 22, 2024 6 min

The 1950s spawned society’s view of kitchens as the heart of the home, a hub for gathering, cooking, eating and socializing. Thus, it makes perfect sense that the same decade could inspire today’s luxury kitchens.

“The deliberate playfulness and genius of the era’s designers have enabled the mid-century style to remain a classic design and one that still sparks joy,” said James Yarosh, an interior designer and gallerist in New Jersey.

That playful style spotlights details like coloured cabinets, checkerboard and mosaic tile patterns, vintage lighting, and SMEG appliances—all of which are a conspicuous rejection of the sterile, monochrome kitchens that have defined luxury home design for years. One of the hottest brands to incorporate into retro-style kitchens, SMEG is turning up more these days. But the question is: How do you infuse a colourful refrigerator and other elements from this nostalgic era without creating a kitschy room?

“The key to a modern, fresh look in your kitchen is to reference, not imitate, signature looks of the 1950s,” said New York-based designer Andrew Suvalsky, who often laces retro style throughout the rooms he designs. He said using the period as inspiration will steer you away from imagining a garish space.

“When it comes to incorporating that retro-esque look, it’s a fine dance between looking beautiful and looking kitschy,” added Lisa Gilmore, a designer in Tampa, Florida. Gilmore suggested balancing contemporary pieces with vintage touches. That balance forges a functional yet attractive design that’s easy to live with while evoking a homey atmosphere––and ultimately, a room everyone wants to be in.

Colour Reigns Supreme

Suvalsky said one way to avoid a kitschy appearance is to mingle woods and colours, such as lacquered base cabinets and walnut wall cabinets, as he did in his Montclair, New Jersey, kitchen.

“Mixing colours into your kitchen is most effective when it’s done by colour-blocking––using a single colour across large areas of a space––in this case, zones of cabinetry,” he explained. He tends to lean toward “Easter egg colours,” such as baby chick yellow and pale tangerine. These soft pastels can suggest a starting point for the design while lending that retro vibe. But other hues can spark a vintage feel as well.

A mid-century-inspired kitchen by Blythe Interiors.
Natalia Robert

“Shades of green and blue are a timeless base foundation that work for a 1950s vintage look,” said designer Jennifer Verruto of Blythe Interiors in San Diego. But wood isn’t off the table for her, either. “To embrace the character of a mid-century home, we like a Kodiak stain to enhance the gorgeous walnut grain,” she said. “This mid-tone wood is perfect for contrasting other lighter finishes in the kitchen for a Mid-Century Modern feel.”

Since colour is subjective, a kitchen lined with white cabinetry can assume a retro aesthetic through accoutrements and other materials, emanating that ’50s vibe.

“The fun of retro designs is that you can embrace colour and create something that feels individual to the house and its homeowner, reflecting their tastes and personality,” Yaosh said. He recommended wallpaper as an option to transform a kitchen but suggested marrying the pattern with the bones of the house. “Wallpaper can create a mid-century or retro look with colours and hand-blocked craftsmanship,” he said. “Mauny wallpapers at Zuber are a particular favourite of mine.”

Suvalsky suggested Scalamandre wallpapers, for their 1950s patterns, and grass cloth, a textile that was often used during that decade. He also likes House of Hackney, a brand that “does a great job reinventing vintage prints in luscious colours,” he noted. “Many of their colourways invert the typical relationship between light and dark, with botanical prints in dark jewel tones set over light, more playful colours.”

Materials Matter

Beyond wall covering, flooring, countertops and backsplashes can all contribute to the 1950s theme. Manufactured laminate countertops, specifically Formica, were all the rage during the decade. But today’s high-end kitchens call for more luxurious materials and finishes.

“That’s a situation where going the quartz route is appropriate,” Gilmore said. “There are quartzes that are a through-body colour and simple if someone is doing colorued cabinetry. A simplified white without veining will go a long way.” She also recommended Pompei quartz Sunny Pearl, which has a speckled appearance.

A kitchen designed by James Yarosh that incorporates pops of yellow.
Patricia Burke

But for those who welcome vibrant colour schemes, countertops can make a bold statement in a vintage kitchen. Gilmore said solid surface materials from the era were often a colour, and quartz can replicate the look.

“Some brands have coloured quartz, like red,” she said. But keeping countertops neutral allows you to get creative with the backsplash. “I‘d pull in a terrazzo backsplash or a bold colour like a subway tile in a beautiful shade of green or blush,” Gilmore said. “Make the backsplash a piece of art.”

Suvalsky also leans toward bright and daring––such as checkerboards––for the backsplash. But depending on the kitchen’s design, he’ll go quieter with a double white herringbone [tile] pattern. “Either version works, but it must complement other choices, bold or simple, in the design,” he explained.

Neutral countertops with a bold backsplash, designed by Lisa Gilmore.
Native House Photography

Likewise, his flooring choice almost always draws attention. “My tendency is more toward very bold, such as a heavily veined marble or a pattern with highly contrasting tones,” he noted. Yarosh suggested slate and terrazzo as flooring, as these materials can make an excellent backdrop for layering.

Forge a Statement With Vintage Appliances 

As consequential as a kitchen’s foundation is, so are the appliances and accoutrements. While stainless steel complements contemporary kitchens, homeowners can push the design envelope with companies like SMEG when making appliance selections for a retro-style kitchen. Although Suvalsky has yet to specify a SMEG fridge, he is looking forward to the project when he can.

“I think they work best when the selected colour is referenced in other parts of the kitchen, which helps to integrate these otherwise ‘look at me’ pieces into the broader design,” he noted. “They are like sculptures unto themselves.”

“For our mid-century-inspired projects, we’ve opted for Big Chill and the GE Cafe Series to bring a vintage look,” Verruto added. Similar to SMEG, Big Chill and GE offer a vintage vibe in a wide selection of colours and finishes, alongside 21st-century performance.

Can’t commit to a full-size appliance? Sometimes, a splash is enough. Gilmore tends to dust her retro kitchens with a coloured kettle or toaster since her clients are likelier to add a tinge with a countertop appliance or two. “Mint green accessories make it pop, and if in five years they are over it, it’s not a commitment,” she said. “It’s a great way to infuse fun and colour without taking a major risk.”

Deck out the Breakfast Nook

Kitchen dining areas present the opportunity to introduce retro lighting, furniture, and accessories to complete the look. Flea markets and antique markets are excellent places to hunt for accompaniments.

“Dome pendants and Sputnik chandeliers are iconic styles that will infuse vintage charm into your kitchen while also easily complementing a variety of other styles,” Verruto said.

A retro breakfast nook desinged by Andrew Suvalsky.
DLux Editions

Suspend a vintage light fixture over the classic Saarinen table, and you can’t go wrong.

“Saarinen Tulip Tables are almost always guaranteed to deliver a home run in nearly any interior, especially a 1950s-themed kitchen,” Suvalsky said. “The simplicity of its form, especially in white, makes it nearly impossible to clash with.”

To really channel the vibe of this era, Verruto suggested local vintage stores and brands such as Drexel Heritage and Lexington. Dressing the windows counts, too. “Cafe curtains in a chintz pattern will make for a fabulous finishing touch,” she said.

Meanwhile, Yarosh delights in selecting tabletop items, including novelty stemware and other trappings ubiquitous in the 1950s. “Mid-century kitchens also need to have pedestal cake plates and maybe a cloche to keep a cake,” he mused. “I love the opportunity to curate these details down to the correct fork and serving pieces.”

MOST POPULAR
11 ACRES ROAD, KELLYVILLE, NSW

This stylish family home combines a classic palette and finishes with a flexible floorplan

35 North Street Windsor

Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.

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