Scenic designer Mimi Lien, who has a background in architecture, was conscious that the set needed to be fully functional and visually appealing at all angles.
The clock face, which uses a red second hand resembling a railway signal on a monochrome background, was designed for the SBB in 1944 by engineer and designer Hans Hilfiker while the rest of Europe was focusing on other matters.
In the background Samsung is working with a team of senior designers like e x-BMW chief designer Chris Bangle to improve the usability and appearance of products.