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Design Philosophy

Discovering New Experiences and Lifestyles of Tomorrow

Forward thinking is what drives us. We like to simplify complicated problems. We like to give clear solutions to hazy experiences. This is what sets us apart from our competition as our iconic designs always complement our high-tech products.

Design Principles


True to the product’s purpose and use.


Revolutionise consumer experiences.


Complements every home and office.


Instilling the experience based on consumer’s behaviour.


Contemporary and eco-friendly.

Design Management

Design Principles -> Design Philosophy -> 3C


Coway uses "design" as a tool to provide the best products and services, so that customers can create a new culture that reflects upon the environment, human and future.

Coway Design Innovation Center

This is our in-house creative department based in Seoul, Korea, where all Coway products are designed. With our diverse experience, the team often starts with the consumer insights before moving on to creative solutions. Through this creative process, the team bridges consumer needs & wants with the high-tech products, making the invention higher in demand.


"De+Novation" (Design+Innovation) is an annual event that showcases futuristic and conceptual design of our products. This event allows our designers to study and learn new trends and styles that may benefit our consumers’ experience.

Design Philosophy

Design the Basics
  • Thoughtful Designs that Contain AuthenticityTHOUGHTFUL DETAILS
    We take care of every small detail to ensure that customers enjoy enough clean water, air and the environment. The core value of our design is to care for quality of life and happiness and provide reliability with a warm and honest design that considers customers.
  • Distinct Designs that Focus on FeaturesDESIGN FOR USE
    We take a close look at the everyday life and design what the customers need from their perspective. We pursue an intuitive and feature-centered design to allow anyone to easily and conveniently use without unnecessary decoration and frills.
  • Designs that Are in Harmony with Daily LifeHARMONY WITH LIFE
    We always exist in our customers' everyday life. Our design, which cares invisible but the most important elements, naturally permeates the surroundings and is balanced, rather than being fancy or drawing attention.
  • Designs that Offer Better ExperiencesBETTER EXPERIENCE
    We design a better future based on innovative technology. We strive to discover new experiences and values that have not been thought of before and create a more convenient life for all.

Design Achievements

Achieved the Grand Slam by Receiving the World's Top 4 Design Awards

We achieved the Grand Slam for 6 consecutive years by winning the world's top 4 design awards of iF, Germany's reddot, IDEA of the U.S. and Japan's Good Design. Our design is highly praised for creating a premium image that is in harmony with daily life. Especially, we are leading the future of design for home wellness appliances with the honor of winning ‘iF Design Award', one of the world's greatest design awards, for 9 consecutive years.