You can Now Shop with Samsung Miniature Model Homes on Instagram

Samsung is expanding its consumer’s integrated shopping experiences with the introduction of miniature model homes on Instagram.

Each home is a theme which showcases Samsung products. You can easily access the integrated shopping experience with a click on the post.

Here are the 5 themes: –

And here is how it looks like on the Instagram post. You can see a small icon on the bottom left. Click on it to discover the Samsung products in the miniature model house. And if you want to see more products, click on “View shop”.

Check out the Press Release for more information and most importantly, the release date.

Press Release

Samsung Pilots First-Ever Social Commerce Campaign  to Build New Shoppable Worlds in Southeast Asia

Consumers can access a visual-led, integrated shopping experience on Instagram,  centred on miniature model homes featuring Samsung Bespoke Home and Lifestyle TV products

SINGAPORE, 30 September 2022 – Samsung Electronics Co., Ltd has launched its first-ever social commerce campaign in Southeast Asia, ‘Model Homes’, starting with pilots in Indonesia, Singapore and Thailand. From today, consumers in Singapore can access a new, integrated shopping experience on Samsung Singapore’s Instagram (@samsungsg). While seeking inspiration from the engaging visual stories surrounding miniature model homes, they can also seamlessly click-through to shop the featured products on the Samsung Online Store. 

The ‘Model Homes’ campaign features five distinctly styled mini rooms, each based on a top aesthetic trend – Eclectic Nostalgic, Biophilic Design, Dark Academia, Grand Millennial and Neon Maximalist. Inspired by compact apartment living that is common across Southeast Asia, Samsung partnered with popular miniature makers from around the world to create intricate tiny homes that showcase products from the Samsung Lifestyle TV, Bespoke range and more. This includes The Premiere, The Serif and The Sero, as well as the Bespoke Refrigerator, Bespoke Jet and Bespoke AirDresser. 

The miniature homes are the foundation for the variety of visual stories to be shared on Instagram during the campaign, immersing consumers in a complete virtual shopping journey. Through these lifestyle content, followers can also see how the latest design-forward products from Samsung can help to transform small spaces into unique and stylish homes. 

Original content posts will include cinematic teaser tours through the miniature rooms, behind-the-scenes maker stories, a visual ‘open house’ of each mini home, swipe-able GIF product catalogues of the miniature Samsung products and still visuals highlighting key products in each miniature room. For more in-depth information, two Instagram guides will also be posted – a shopping guide complete with product features and a style guide detailing how the five different aesthetics came to life in the mini homes. 

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“There are clearly big opportunities in social commerce, which are now creative touchpoints that not only streamline the process of scrolling and buying but also drives rich, engaging shopping experiences. Various teams worked closely to create our first experimental social commerce campaign, offering a seamless journey across digital platforms that our consumers love – from Instagram to the Samsung Online Store,” said Olivier Bockenmeyer, Head of Corporate Marketing, Southeast Asia and Oceania at Samsung Electronics.  “Beyond this, we also want to create an immersive shoppable world that is relatable to young users and homeowners in Southeast Asia. Through ‘Model Homes’, we hope to inspire with the biggest aesthetic trends and showcase how our products are perfect in maximising living areas and creating spaces that reflect personal styles.”

The Samsung Model Homes and the Makers Behind Them

To kickstart the campaign, the five miniature rooms will be gradually unveiled on Samsung Singapore Instagram (@samsungsg)

Much like small apartments in the region, the five studio units will be stacked to form one Model Homes building in line with the creative concept. Each unit also features dual-use of space, to reflect the multipurpose nature of rooms in Southeast Asian homes and the versatile nature of Samsung’s Bespoke Home and Lifestyle TV products. 

Here’s a quick preview of the tiny homes and the makers behind them:  

Eclectic Nostalgic: Kitchen and Dining Room by Ruchika Nambiar

The “Eclectic Nostalgic” themed miniature kitchen and dining room feature a design that appeals to creative and artsy souls. Filled with ‘curated clutter’, the integrated rooms contain proudly displayed childhood collections and family heirlooms as well as small artifacts that pay homage to Southeast Asian culture. Contemporary furnishings, such as The Frame, which integrates effortlessly into the gallery wall like a piece of art, the sleek Ultra Slim Soundbar and the Bespoke refrigerator, help to lend a modern touch to the home and bring the vintage pieces to the 21st century. 

Made by India-based Ruchika Nambiar, this model home is heavily influenced by her work as an artist, designer and writer.

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Take a sneak peek into the Eclectic Nostalgic room here. Full launch from 3 October 2022.

Biophilic Design: Living Room and Dry Pantry by Hannah Lemon 

The “Biophilic” themed living room and dry pantry is hallmarked by the presence of lush plants to cater to those who enjoy music and books in a bright and cosy environment. To complement the foliage, notable furnishings in crisp, bright hues, like The Premiere, Bespoke Microwave and Bespoke Refrigerator add to the positive vibes of the rooms. 

Handcrafted by Hannah Lemon, a professional photographer currently based in New Zealand who picked up miniature creations during the pandemic to much success, the rooms also reflect her personal love for house plants. For this project, Hannah incorporated lighting into her creation for the first time, including inside the Bespoke Refrigerator and The Premiere,  adding a touch of realism to her Model Home. 

Take a sneak peek into the Biophilic Design room here. Full launch from 10 October 2022. 

Dark Academia: Home Office and Pet Room by Briar Nielson 

Animal lovers who are well-travelled and well-read would be drawn to the “Dark Academia” home office and pet room, which is inspired by classic libraries. Layered with dark colours, warm reading lights, private nooks and lots of books, accessories and art, the addition of furnishings with interesting designs make the space both cosy and conducive. Featured are the versatile Bespoke Jet vacuum, S-series Soundbar and The Serif TV, a standout centrepiece for this sophisticated at-home workspace. 

These rooms were crafted by Briar Nielson from Canada, who showcases her work on Revive Minis and grew a steady international following on both Instagram and TikTok for her contemporary miniatures. Her creation for Model Homes  includes two dogs and a cat, modelled after her own pets!

Take a sneak peek into the Dark Academia room here. Full launch from 17 October 2022.  

Grand Millennial: Bedroom and Wardrobe by Robb & Jess Coffee 

The “Grand Millennial” bedroom and wardrobe features a homely, refined look that appeals to those who love to mix vintage and modern styles, complete with soft textures and rustic elements like wallpaper and embroidery. The addition of modern comforts in timeless designs like The Freestyle, the Bespoke Cube Air Purifier and Bespoke AirDresser allows this tiny room to seamlessly blend the old and new, creating an inviting sanctuary that one can escape to after a long day. 

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Modelled by American husband and wife team Robb and Jess Coffee, this power duo planned through every detail together working hand-in-hand from research, creative concept and production, making nearly all the miniature components in the  room from scratch.

Take a sneak peek into the Grand Millennial room here. Full launch from 24 October 2022.

Neon Maximalist: Bedroom and Entertainment Room by Anna Wright 

The Maximalist bedroom and entertainment room is filled with bold, bright colours, with modern pieces and quirky accessories for a vibrant atmosphere that suits gamers and techies alike. Look out for The Sero and Jet Bot AI+ which melds innovative tech and bold design, enhancing the room in both form and function.

Designed for maximum fun and play, this tiny room was created by Anna Wright, who specialises in miniature lighting instalments and shares her work on Little House of Lights. It is no wonder that lighting features heavily in her creation, with miniature wall, pendant, and mood lighting – even a mini lava lamp – all adding to the colourful and happy vibe.

Take a sneak peek into the Neon Maximalist room here. Full launch from 31 October 2022.

For more inspirations from the Model Homes campaign, follow @samsungsg.

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI, foundry and LED solutions. For the latest news, please visit the Samsung Newsroom at