1How did Samsung Galaxy Friends and Blackpink come under a single project?
This summer, Blackpink became advertising model for Galaxy A. The Galaxy A unpacked event in the Southeast Asian countries became a great start, and HOHOHO designed the Blackpink special edition with the Galaxy Friends team to target this market.
2What was the goal of this collaboration project between Galaxy Friends and Blackpink?
The goal that we set was to enable “tight connection.” Smart accessories can display Blackpink photobook images and video clips, and users can customize their mobile devices to make their own Blackpink edition. Fans can download Blackpink related content on their smartphones, which means that they can feel more connected to Blackpink.
3Can you explain more about the platform “Samsung Galaxy Friends” to us?
Galaxy Friends literally is the friends of Galaxy. The friends of Galaxy are mobile accessories for Galaxy Note, Galaxy S10, Galaxy Tab, and other Galaxy products. Galaxy Friends’ main responsibility is to bring various content via accessories.
4How can Galaxy Friends bring digital content to Samsung Galaxy devices?
First, you can upload digital content on the Galaxy Friends cloud server, and install NFC or BLE. Then the NFC or BLE can bring digital content via cloud server when you use the mobile phone accessories and attach them to your mobile device. You do not have to go through complex procedure to enjoy digital content.
In short, Galaxy Friends platform is a content delivery platform. It adds more value because it enables mobile phone accessories to bring digital content. Based on this idea, Galaxy Friends collaborates with other brands in various categories.
5Can you tell us why the design concept is “fashionable technology” in the project?
“Fashionable” Blackpink, and “technology” of Samsung are combined together. Blackpink is a globally renowned k-pop group with distinguished fashion sense and stunning look. A trendy k-pop group and Samsung, which is one of the best tech companies in the world, are collaborating in this project. So we chose a keyword from each brand to identify this concept.
6The special edition package consists of many items, and I believe each item has its own context. Can you explain how these items were designed?
There were trials and errors in our design process. All Samsung products have to pass verification stage before being released. HOHOHO knows what design should include, but it was difficult to pass the verification stage so that our design can actually be used in real life.
7Can you elaborate what “verification” means here?
There can be many scenarios. For instance, when a user physically attaches mobile device to our product, it might not be stable and a user might shake or even drop mobile device. In the verification stage, we test whether our design is stable or not. Extreme case scenarios are applied to cause damage on product so that we can eliminate any risk. We had to change our design to pass the verification test. First, let me touch upon strap cover, which is main accessory of the Blackpink edition. We designed covers for Galaxy A50, A70, and A80.
We attached a pink strap to the lower half of smartphone case, and used PU leather and fabric together to give a fashionable look. This strap makes it easier for users to hold smartphone and to find smartphone easily from a bag or clutch. However, it was our first time to attach a bold strap to a smartphone case, which means we had to go through many challenging situations. The biggest issue came up when we were designing a case for Galaxy A80. Galaxy A80 camera slides upwards, so we thought its case should open from the top.
However, the strap attached to case can be problematic here because if the case opens from the top, it can be easily detached from phone, which means that phone can break. We thought we can use a non-slip pad, but soon learned that it will increase unit price significantly. That is why we made the case more durable so that it can hold smartphone. In the end, we developed a case that does not get separated from smartphone. We had a developer who used to be a baseball player. The developer tested the product by throwing it like a ball, and the case still firmly held smartphone inside.
8The strap cover looks very unique. How did you come up with an idea to add a strap to a smartphone case?
To visualize our design concept, we looked into hype fashion trends. In specific, we focused on street fashion lines such as Off-White and Supreme. We subsequently learned that strap became a popular fashion item last year. It seemed interesting how people wrap a bold-colored strap on waist or attach strap to bag to expresse unique identity. We decided to use strap as a main material to identify a creative design that can emphasize the identity of Blackpink and attract more customers in market.
9The code printed on leather looks like a password. What does it mean?
We heard that many fans of Blackpink purchased the special edition and tried to decipher this code. In fact, “BPD” means “Black Pink Birthday,” and the digits next to indicate when Blackpink made the first debut. “JJRL” means Jisoo, Jennie, Rose, and Lisa (the first initials). “5677” is the last digit of the year when each member was born. The digits below are binary number and decimal number of the combination of the members’ birthdays. We did not want to simply state their debut date and birthdays; instead, we went through encryption process to make these numbers look more special.
10We were told that Galaxy Friends content can be delivered via smartphone case. However, in the special edition, a charging stand has this function. Is there any reason?
Since Galaxy A series do not support NFC, we had to find out how to offer Galaxy Friends content without using NFC. HOHOHO went through research and development process to utilize c-type cable to provide content, and that led to developing a charging stand. When you place phone on this charging stand, content is automatically synced and fans can get special photobook images and video clips.
The charging stand is covered with pink fabric, which is in line with CMF of strap cover. The Blackpink signature heart bracket can also support your smartphone from below. Many issues came up when we were designing this charging stand and bracket, and we had difficulty deciding which color to use for the fabric cover and the heart bracket. The most difficult part was designing the heart bracket.
At first, we imagined this would be a simple dock without bracket; then we thought that there should be something to physically support smartphone. We had two options, a magnet figure or a bracket. In fact, we wanted to go for a magnet figure because it is a new design. However, Samsung wanted a bracket because its stability has been proven. We finalized the design with bracket.
11Was there any other issue with the bracket?
Of course, there were issues. There was a problem of angle when phone was placed. At first, we made the phone become parallel with the back edge of stand to make it look more stable. However, we found in the verification stage that the phone has to be 120 degrees from the edge. So we changed the angle to 120 degrees, and it looks too much like phone is leaning back. If we had known about the issue faster, we could have made necessary change early on.
12We saw the splendid Blackpink photocards, which are typical k-pop merchandise. However, we thought the edition cards are something new. Is there any special significance?
You typically get one photocard for purchasing one CD, which means you get a photo of only one member. HOHOHO wanted to offer something that is worth every penny. That is why our photocards consist of a set that contains one group photo and four photos (one photo per member). Of course, we randomized the photocard sets; you can receive one from the three different sets, which means that we prepared to surprise fans.
The edition cards are specially made for those who purchase the Blackpink edition package. Since the Blackpink edition is limited, we gave a special edition number to each package as well. Therefore, those who buy the Blackpink edition package will have their own edition numbers, and we can find out in which order people purchased the package. HOHOHO chose to add the edition number in order to give more details for the fans of Blackpink.
13We found the theme content remarkable too. Can you explain about the theme design?
We chose black and pink to design theme content (because it is the Blackpink special edition). In the theme, we simply used pink to make photobook images stand out more. For the icon, we used LP record as motif to come up with the design and made it stand out in the theme.
14There was an exhibition before launching the Blackpink special edition. The exhibition also garnered much attention, probably thanks to your dedication to design the package and content. How was the special edition received by customers after its release?
The special edition (package, product design, and content design) was a success; in particular, the reaction from the Southeast Asian market was remarkable. There was also feedback that the edition should be released in other countries as well. We looked into statistics and found out that more than 1,000 YouTube, Instagram, and Facebook reviews have been posted about the special edition. It is true that there were hurdles because it was the first project with Galaxy Friends. However, the project became a success thanks to close coordination among the Galaxy Friends team, YG Entertainment, and the HOHOHO design studio.