In a new feature by WIRED’s Verity Burns, Yves Behar, longtime design partner to Samsung, offers his perspective on innovation, design, and what he anticipates from Mauro Porcini’s impact as Samsung’s first Chief Design Officer. Behar reflects on Samsung’s evolution from a technology powerhouse to a brand increasingly defined by design leadership, noting that Porcini’s appointment signals a pivotal cultural shift toward experience-driven creativity. The article situates Behar’s insights within a broader conversation about how design now extends beyond aesthetics to shape emotion, storytelling, and everyday interaction. Drawing from his own collaborations with Samsung, Behar underscores that the future of innovation lies in harmonizing advanced technology with human connection, a balance he expects Porcini to champion as he redefines Samsung’s design language for the next decade.