SK Broadband's AI 5 set-top box sweeps world's four major design awards

SK Broadband's B tv AI 5 set-top box has swept all four of the world's most prestigious design awards.

SK Broadband announced Wednesday that the AI 5 set-top box completed a grand slam after winning Japan's Good Design Award last year, Germany's iF Design Award in March, Germany's Red Dot Design Award in April, and most recently the main prize at the US IDEA Design Award last month.

The company said the device is distinguished by a circular form that strips away unnecessary elements and applies a matte black finish. The design moves away from the technology-heavy aesthetic typical of telecommunications equipment, instead pursuing a "home objet" look that blends naturally into everyday living spaces.

SK Broadband also said it concealed the top-mounted buttons and logo that had long been hallmarks of conventional set-top box design. Core functions are accessible through AI voice control and a user interface.

To achieve a natural objet-like texture without sacrificing durability, the device underwent extensive surface-treatment testing. A matte finish was applied to enhance its visual appeal, and the rear panel — where cables and ports converge — was also refined.

The LED indicator was set to one of five brightness levels and reduced to a minimum diameter, ensuring it does not cause glare during nighttime viewing.

SK Broadband said it plans to use the awards as a springboard to accelerate its creative brand strategy and continue delivering products that harmonize customer-centered design with technology.

"Sweeping the world's four major design awards is recognition on the global stage of the product competitiveness and design capabilities we have pursued," said Cho Hyung-jun, head of SK Broadband's Media Tech division. "We will continue to introduce customer-friendly devices that reflect our distinctive design and technological strengths."