Samsung has been at the International Consumer Electronics Show in force this week, but despite its massive booth, 64th-floor parties and flashy press conference, perhaps its most interesting event happened on the sidelines.

Two dozen reporters crammed in to a small meeting room on Tuesday afternoon to quiz a panel of Samsung’s top designers from Seoul.

Their appearance at CES follows Samsung’s $1bn defeat in patent litigation against Apple last summer, where a jury found nearly all of the accused Samsung smartphones to have infringed Apple’s iPhone designs.

This was never addressed directly; instead, the event was focused on Samsung’s new “design identity 3.0”, which aims to “make it meaningful” – and on driving home the Korean giant’s designer credentials. Read more