At the Design Center, Samsung is presenting an exhibition entitled “Resonance”. As the company pursues the motto “Be Bold. Resonate with Soul.”, the resonance between artwork and visitors represents Samsung’s bold new vision for design. The booth features three different zones and five installation artworks that interact with guests, creating unique experiences for all who visit.

Drawing upon the concept of the “24 hr. Kitchen”, the digital appliances exhibition is designed to demonstrate how the kitchen has become a dynamic hub at the center of consumers’ 24/7 daily routines. The booth has been divided into three rooms representing a different part of the day: Morning, Day and Evening. A specially designed kitchen counter winds from room to room, providing a continuous thread of continuity as guests explore each phase of the 24-hour cycle. The exhibition also coincides with the launch of Samsung’s new European campaign: “Find Your New”. The campaign reflects on the significance of the kitchen in our 24-hour lives and the impact that creating a new kitchen can have, helping people to open a new chapter in their lives.

Samsung Electronics is presenting the ‘Resonance’ exhibition at Milan Design Week 2019, which runs from April 9 to 14. At the exhibition, Samsung is pursuing the motto, ‘Be Bold. Resonate with Soul.’ The Samsung booth showcases a bold vision for design that will resonate with visitors.

The Resonance exhibition is composed of three zones: Empathy, Discovery, and Immersion. The artworks interact with visitors, taking their cues from everyday actions like breathing, talking and moving. These quite ordinary behaviors can transform the artworks in many different ways, allowing each guest to have their own unique experience.

Every moment of our lives, interactions between people and objects create countless chain reactions. Samsung’s exhibit captures the resonance between guests and artworks, while also exploring the future of design and Samsung’s mission to deliver true value to people.

Empathy Zone

Resonance begins with shared emotions. Visitors are greeted by a space that softly glows with a spectrum of colors, awakening their inner sentiments. From the very start of the exhibition, guests experience a space that resonates strongly with their individual senses.

Discovery Zone

Expansive installation art can set people on a path to discovery. The colorfully lit booth catches the eye and draws guests into the world within. Interactions between the artworks and the guests bond the two together, creating new art and new experiences. Samsung Sound Design draws upon the exhibition’s themes to capture the mood and enliven the environment.

1^st Installation: Dandelion

Every breath we take is part of the rhythm of life. Embodying this idea, the first installation responds each time a visitor breathes in, creating shapes that grow and shrink in correlation with how deeply they breathe. New forms are created each moment as individual breaths blend with the breaths of other guests. The rhythm of each guest creates an individual work of art.

2^nd Installation: Whirlwind

The voice is a powerful tool for self-expression and a strong statement of one’s own existence. In the darkened booth of the second installation, strings of light weave from side to side, creating new waves with new each sound. Guests can experiment with different volumes, proving their very existence as they project themselves into the darkness. Artwork and audience are further tied together with a mystical sound that unites all in a single experience.

3^rd Installation: Aloft

When the senses are combined, the scope of experience widens. In the third installation, guests place their hands on a pressure sensor, prompting tens of thousands of balls to bounce. The artwork transforms the slightest gesture of the fingertips into a delightful game.

Immersion Zone

At the climactic moment of the exhibition, visitors can walk right through the next installations and experience complete immersion. The environment around them changes with their every movement, heightening the senses to create a deeper resonance.

4^th Installation: Ripple

As a guest steps into the fourth installation, swaying ripples and waves of light guide them with a mystical sound. Their senses of sight and hearing are completely immersed within the world of the artwork, becoming one with the ripples they created. In a space where only their senses are awake, the visitor is drawn closer to the deep reverberation created by resonance.

5^th Installation: Prism

In moments of deep immersion, visitors become one with the fifth installation, thus completing their journey. They are faced with themselves in a space filled with diverse colors, lights, and shadows. The sound of pebbles crunching underfoot, a magical atmosphere conjured up by a foggy mist and the soft movement of light all come together to flood their senses with the essence of the artwork. The many shades of the self are reflected by colorful lights that symbolize the origin of resonance, expressing Samsung’s human-centric Design Philosophy.

Upon completing their journey and coming to the end of the exhibition, guests can learn more about the history of Samsung over the past 50 years in the lounge area. Throughout that time, the company has strived to deliver meaningful experiences to consumers. At the heart of the ‘Resonance’ exhibition is Samsung’s deep desire to usher in a new tomorrow in design.

Samsung’s ‘Resonance’ Exhibition at Milan Design Week 2019

Samsung Electronics, today announced that it will hold its design exhibit, showcasing its user-centered design philosophy at Milan Design Week’s Fuorisalone 2019. The venue is located in Via Bergognone 26 in the Tortona Design District. As Samsung Design Center’s exhibition, ‘Resonance’ will showcase Samsung’s design philosophy under the new slogan, “Be Bold. Resonate with Soul.”

The company’s Digital Appliances Business is also showcasing “The Samsung 24hr Kitchen,” a unique installation that celebrates the renewed centrality of the kitchen as the heart of the home. The exhibition merges aspirational design and visionary food installations with Samsung’s refined built-in kitchen appliances. The 24hr. Kitchen is located at Brera Site in the Brera Design District.

“Our design philosophy is always inspired by people. With millennials representing a growing demographic and changing the consumer culture in unique ways, Samsung is reinterpreting its user-centered design philosophy in a modern way,” said Don Tae Lee, Executive Vice President and Head of Corporate Design Center at Samsung Electronics. “One way in which millennials show their distinctive lifestyle is how they constantly yearn to discover new things and take on challenges, which calls for bold approach and creative designs. We aim to install our authenticity and emotional resonance into our designs that permeates through people’s daily lives.”

The Design Showcases with “Be Bold. Resonate with Soul.”

Millennials bring new values, lifestyles, and mindsets to daily living. Samsung has long been committed to design excellence and suited for ever-evolving consumer tastes, putting people at the center of its design philosophy. With millennials becoming more influential culturally, Samsung is bringing new design concepts and application to reinterpret its core design philosophy.

Samsung’s ‘Resonance’ exhibition will showcase advanced connectivity and a multi-sensory experience built on the company’s technological leadership. The exhibit at Milan Design Week 2019 will take visitors to a maze-like space filled with iridescent lights where they can directly interact with the exhibition based on daily behaviors, such as breathing, talking, and touching – ultimately becoming a part of the exhibition. This is the resonance between artwork and the audience that Samsung is pursuing by enhancing interaction between people and objects.

Redesigning the Heart of the Home with a 24-Hour Kitchen

Samsung’s Digital Appliances Business is also attending Fuorisalone as an exhibitor for the first time. The exhibition will celebrate the renewed centrality of the kitchen as the heart of the home with the Samsung 24hr. Kitchen concept, an interpretive installation that features Samsung’s advanced built-in kitchen appliances. The exhibition is designed to demonstrate how the kitchen has become a dynamic hub at the center of consumers’ 24/7 daily routines.

Samsung 24hr. Kitchen Exhibition at Milan Design Week 2019

Designed in collaboration with internationally-acclaimed food designer Laila Gohar and the U.S.-based design consultancy, 2×4, 24hr. Kitchen showcases a single day spread across three connected rooms representing each phase of the day: morning, day and evening. The three phases of day will be seamlessly connected with a specially designed kitchen counter that twists from one room to the next, representing a full 24-hour cycle. The exhibition features Samsung’s latest built-in products, including the Dual Cook Flex oven, Induction cooktop, Twin Cooling Plus refrigerator, and WaterWall dishwasher. Visitors can also experience Samsung’s three built-in package lineups —Smart Kitchen, Black Stainless Steel, and Silver Stainless Steel. Each lineup combines Samsung’s technology with a modern, simple and sleek design approach. Samsung also integrates various TV products including The Serif and The Frame within the context of its 24hr. Kitchen exhibition.

“The kitchen has become a core part of millennial homes. It is the hub of their home, where they cook, eat, and connect with friends and families,” said Harry Choi, Senior Vice President of Digital Appliances Business at Samsung Electronics. “By showcasing the Samsung 24hr. Kitchen at Fuorisalone, we hope to strengthen the brand power of our built-in kitchen appliances while continuing to develop product innovations for consumers, whose lifestyles are continually evolving.”

Samsung’s ‘Resonance’ exhibition, open from April 9^th to April 14^th, is located in Via Bergognone 26 – Tortona Design District, Milan – and is free entry from 10 am to 8 pm.

The Samsung 24hr. Kitchen, open from April 8^th to April 14^th, is located at Brera Site — via delle Erbe, 2, Milan – and is free entry from 10 am to 8 pm.

For more news, photos and videos, please visit Samsung Newsroom during 2019 Milan Design Week.

About 2×4 Inc.
2×4 is a multi-disciplinary global design consultancy in New York City, founded in 1994 by Michael Rock, Susan Sellers, and Georgie Stout with intellectual and creative conviction that intelligent design can make an essential contribution to every level of cultural discourse. The focus of the studio is brand strategy and experience design for cultural and commercial clients from Nike, Target and Prada to Kanye West, MoMA. The work of 2×4 has been published globally and has been the subject of exhibitions at the San Francisco Museum of Modern Art and the Museum of Modern Art in New York.

About Laila Gohar
Laila Gohar designs unique culinary experiences in non-traditional settings. Based in New York City, her studio creates installations and events in conjunction with art, design, and fashion around the world. Using food as both an artistic medium and a tool for communication, she explores the nature of human interaction by creating convivial, multi-sensory experiences, drawing on historic methods of food preparation and food’s role in society. Her work can also be found on Instagram (@lailacooks) where she has over 100k followers.