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It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

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Samsung SGH-E500 - Leather Incorporated Cell Phone 5:55 AM

We’ve changed the existing plastic & metallic image of mobile phone into a warm and attractive image of it by using decent leather material. Leather fabric in-mold labeling enables us to apply a warm and glamorous touchable feeling to the mobile phone. So that it helps us achieve high fashion design. This technology gives us natural leather like touch feel and enables us to apply graphics on leather material and finally it leads us to a higher design level.

Designer: Hyejeong Lee, Sooyoung Hwang, Sunyoung Lee & Jiyun Park

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