Samsung Owner’s Lounge Concept: Case Study

Prototyping a VIP experience for the foldable era

Samsung wanted to strengthen its relationship with early adopters during the launch of its emerging foldable lineup. Rather than creating a standard transactional experience, the goal was to give power users something that felt more exclusive, rewarding, and connected to the brand.

The Owner’s Lounge was designed as a conceptual digital experience combining frictionless e-commerce with premium content and member-focused benefits. The high-fidelity prototype gave stakeholders a tangible North Star for how Samsung could build deeper loyalty around a new product category.

Note: This project was completed by House of Koco founder Mike Kochenburger prior to the formation of the studio. The work was created under strict NDA for unreleased hardware, and the conceptual mockups use Samsung’s early “Fold” branding as placeholder.

Our Scope

The problem

Samsung wanted a closer relationship with early adopters at the launch of a new flagship foldable. The platform had to offer exclusive content, make buying simpler and give owners a sense of belonging to something.

Owner’s Lounge concept featuring Paul Rudd

Owner’s Lounge concept featuring a Samsung Fold creator campaign

What we proposed

The Owner’s Lounge was a concept for four things. A content hub with walkthroughs, interviews and videos from well-known creators. Interactive demos and product walkthroughs with dedicated landing pages, paired with social campaigns. A guided device order flow that surfaces carrier options, trade-in and interactive tutorials. And an editorial space for news, reviews and announcements about upcoming devices.

Owner’s Lounge content hub with The Rock and featured media

Samsung Galaxy Fold mobile product configuration

Samsung Galaxy Fold ordering flow with carrier and trade-in options

How we worked

We started with stakeholder interviews and a competitive analysis. User research was limited because the project was conceptual, so we leaned on industry trends and what Samsung already knew about its users. Workshops and journey mapping showed where engagement and retention could grow. We then built high-fidelity UI designs and an interactive prototype that fit Samsung’s One UI ecosystem.

Owner’s Lounge editorial hub with technology stories

Owner’s Lounge editorial article about Samsung foldable phones

What this was

This was a concept. Our involvement stayed in the exploration phase, and we do not know whether Samsung built the Owner’s Lounge. Stakeholders responded well to the designs, and the prototype gave Samsung a concrete way to think about loyalty around a new product category.