Samsung Video Installation at Milan Design Week

on April 16, 2015
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For the fifth consecutive year, we are taking part in the Milan Design Week between April 14-19, led by a video installation depicting our vision and understanding of the Internet of Things, or IoT. Our exhibit, including the installation, has been set up in the Samsung District in Milan.


“Our design philosophy is to create new possibilities based on our understanding of consumers and their lifestyles,” said BK Yoon, President and CEO of Samsung Electronics, who also oversees the Samsung Design Center. “This philosophy will continue to underline our designs, as we look to foster new lifestyles through innovative, new products.”




Exhibited under the theme, ‘Embrace: Sensorial Experience,’ the video installation consists of two horizontally stacked rings, each measuring 10 meters in diameter, hovering above ground. Underneath the unembellished, dark exterior surface of each ring, the interior surface is composed of 36 curved SUHD TV panels that take you through an immersive passage of the IoT world.


While both rings are stacked on top of each other when stationary, once they begin to rotate, they start to oscillate vertically, creating a wavering gap. While doing so, the rings begin to exude abstract images in a vibrant palette of colors.


The passage starts as small dots appear, symbolizing individual objects. These dots begin to enlarge, and lines begin to appear, connecting an ever-growing number of objects. As the dots and lines start to exhibit brighter colors, the lines then begin to move, turning into waves, while the dots evolve into different shapes and forms. The passage culminates in a forceful burst of energy that symbolizes the “big bang” of the IoT era.


In addition to the video installation, we are also showing our Chef Collection kitchen appliances and our latest SUHD TV’s, namely the JS9500 and JS9000, as well as the UN82S9W which was designed in collaboration with Yves Behar.


Find out more about our past Milan exhibitions at:


Corporate > Design

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