The exhibition offered a fresh interpretation of Samsung’s human-centered design vision. Inspired by Samsung products, 14 Korean artists drew on their sensibilities and imagination to interpret an act of love in their own ways. In the process, some used AI to develop their ideas and expand the possibilities of creative expression. Visitors viewed the completed works on OLED TV S95H displays, each featuring a custom frame with distinct materials and forms.

Samsung Newsroom visited “Design is an Act of Love” to see how art, technology, and design came together.

14 Acts of Love Inspired by Samsung Products

Upon entering, visitors were greeted by 14 artworks displayed on OLED TV S95H screens. Moving through the space, they encountered distinct colors, compositions, and narratives — each offering a different interpretation of a Samsung product.

Beyond the individual artworks, the exhibition explored the evolving relationship between human creativity and artificial intelligence, expressed through the formula AI × (EI + HI) — Artificial Intelligence amplified by Emotional Intelligence and Human Imagination.

The artworks began with human intuition, emotion, point of view, and imagination. Some artists then entered into a dialogue with AI, using it not to replace their creativity, but to expand it, animate it, and take it into unexpected new territories. Technology amplifies the human. It does not replace it.

Aihyung Jo’s “EVERYTHING, SO FAR…” draws inspiration from Galaxy Z Fold8, using metaphor and humor to explore the human desire to express one’s feelings to others.

Across the foldable’s inner and outer displays, visual symbols of human progress illustrate how technology has expanded human capabilities and opened countless possibilities.

▲ A visitor takes in “EVERYTHING, SO FAR…” by Aihyung Jo.

“The Shape of Sound” by design studio Everyday Practice reinterprets the exhibition theme as an act of connecting people.

Inspired by Music Studio 5, the work visualizes sound not simply as something to be heard but as a shared experience. Waveforms radiating from the center and expanding layers show how a single sound fills a space, bringing together those within it.

▲ A visitor observes “The Shape of Sound” by Everyday Practice.

In “Gitdeun,” kkamangdol reimagines the Bespoke AI Refrigerator Family Hub as a reflection of a family’s tastes and memories, capturing an everyday act of love.

Drawing on the tenderness found in familiar things, the work evokes the warmth and anticipation of February as winter gives way to spring.

▲ A visitor looks at “Gitdeun” by kkamangdol.

“The Aural Sensation” by Sukeee connects the immersive musical experience and sensory resonance of Galaxy Buds4 Pro with the vitality of nature.

An earbud sits at the center of an organic, ear-shaped flower, surrounded by rippling sound waves and fluttering petals that bring the scene to life.

“I wanted to capture an experience in which technology gently embraces the user’s emotions,” said Sukeee. “After developing the initial concept, I used generative AI tools throughout the process, from sketching to the final piece.”

▲ Sukeee discusses the inspiration behind “The Aural Sensation.”

While their approaches differed, human experience and emotion remained at the heart of each work — with some artists incorporating AI into their creative process.

One Display, 14 Distinct Expressions

A key part of the showcase was the custom frames surrounding the artworks. Rather than following a single style, the 14 frames created for OLED TV S95H featured distinct materials, forms, and finishes. Each gave the same display a different character.

The frames also reflect the exhibition’s exploration of expression. After years in which technology has increasingly gravitated toward neutral, minimal, and universal forms, the exhibition explored a different possibility: bringing greater diversity, personality, energy, and emotion into the objects that surround us, and allowing technology to connect more deeply with individual identity.

For “Spring Carries Love,” Guimi Yoo reimagines The Frame Pro as a bridge between viewers and the world within the artwork. The piece was presented in a mint-colored acrylic frame with a hazy finish.

▲ “Spring Carries Love” by Guimi Yoo

Inspired by the Infinite AI Air Purifier, “Picnic of May” by design studio Kiljong Arcade depicts a peaceful everyday moment. The work was displayed within a blue lattice frame combining matte and glossy finishes.

▲ “Picnic of May” by Kiljong Arcade

“Axis of Time, Terrain of Memory” presents Galaxy Watch9 and Galaxy Watch Ultra2 as companions that document users’ daily lives.

“I visualized the various types of everyday data accumulated on Galaxy Watch through changes in typography, color, lines, and density,” said Byungrok Chae, the artist behind “Axis of Time, Terrain of Memory.” “I extended the pixel structure of the digital display into the custom frame so the screen and frame flow together as a single graphic. This helped bring out the meaning and visual characteristics of Galaxy Watch.”

▲ Chae explains the concept behind “Axis of Time, Terrain of Memory.”

Samsung’s OLED TV S95H became a canvas for this exploration. Its Float Layer Design makes the display appear to float above a real metal plate, and for Design Miami Seoul, this concept was taken further through 14 unique custom frames, each created in dialogue with the artwork displayed on screen.

By incorporating its structure and materials as design elements, the TV itself becomes a design object within the space. Paired with 14 custom frames, the display showed how the same product could take on different expressions depending on its surroundings and individual tastes, bringing Samsung’s Expressive Design philosophy to life.

Human-Centered Design in the AI Era

During the exhibition, Samsung hosted a design seminar titled “The Language of Creativity,” where Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) Division at Samsung Electronics, discussed the company’s human-centered design vision and the role of design in the AI era.

Porcini emphasized that technology should bring warmth and value to people’s lives, while AI can expand human empathy and imagination.

“This exhibition stems from our belief that ‘Design is an Act of Love,’” said Porcini. “Through it, we hope to show how technology can enrich what makes us human.”

Together, these ideas offered a broader interpretation of “Design is an Act of Love”: understanding people deeply enough to celebrate their differences, amplify their imagination, and use technology to create more human, diverse, and expressive possibilities.

At Design Miami Seoul 2026, Samsung demonstrated how its human-centered design vision extends across products and spaces when paired with artists’ imaginations. As the AI era continues to unfold, the company remains focused on design that understands and cares for people.

The exhibition celebrates a human-centered design vision rooted in a deep understanding of and care for people. Visitors will experience Samsung’s Expressive Design through works by 14 Korean artists reinterpreting a selection of Samsung products, which are being presented on the 2026 OLED TV S95H along with 14 custom frames that become part of the artworks themselves. Together, the works showcase Samsung’s Expressive Design through a range of individual perspectives and interpretations.

“‘Design is an Act of Love’ represents how we approach design — with a deep understanding of people at its core,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “Creativity starts with people, and AI can help amplify our imagination and take our ideas further. At Samsung, we will continue to expand possibilities for people through a more human, diverse, and expressive approach to design.”

Reinterpreting Samsung Products: 14 Korean Artists’ Artworks on OLED TV S95H With 14 Custom Frames

Each of the 14 artists who collaborated with Samsung drew on their unique perspective and imagination to develop their concepts, while using AI as a tool to expand their ideas and creative expression. Each work began with the artist’s own creativity, with AI helping bring those ideas to life in different ways.

A range of Samsung products were reinterpreted by the artists, including Music Studio 5, Bespoke AI Refrigerator Family Hub, and Galaxy Z Fold 8, spanning eight products across mobile devices, home appliances, and TVs. The result is a collection of expressive artworks that embody Samsung’s design principles as well as the artists’ individual aesthetics.

Samsung is also showcasing the S95H OLED TV with 14 custom frames, demonstrating how a single product can reflect diverse perspectives through the company’s Expressive Design strategy.

The S95H features Samsung’s Float Layer Design, which makes the screen appear to float above a real-metal plate. Its structure and materials become part of the design, giving the TV a distinctive presence while allowing it to blend naturally into its surroundings.

For the exhibition, the custom frames bring different perspectives to the S95H, corresponding with the artwork displayed on screen and showing how the same product can take on a distinct character depending on the space and individual preferences.

The exhibition will take place from Sept. 1-6 at Dongdaemun Design Plaza (DDP) in Seoul. On Sept. 3, Chief Design Officer Porcini will take part in a discussion to share his perspectives on Samsung’s design vision.

Samsung Electronics invites you to experience its special exhibition at Design Miami Seoul 2026, at Dongdaemun Design Plaza (DDP) in Seoul, from September 1 to 6.

Inspired by the idea that “Design Is an Act of Love,” 14 Korean artists created original artworks, each expressing the theme through the artistic reinterpretation of a specific Samsung product.

Each artwork is then brought to life with AI and presented on the OLED TV S95H, with a custom frame that becomes part of the artwork itself.

Discover new possibilities through a more human, diverse, and expressive approach to design at Samsung’s exhibition at Design Miami Seoul 2026.

“Design has the power to connect ideas with people and turn them into meaningful experiences,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “At Samsung, we will continue to deepen our understanding of people, uncover new possibilities in everyday moments, and create experiences that enrich lives and shape a better future.”

IDEA is one of the world’s most prestigious design award programs and was founded by the Industrial Designers Society of America (IDSA) in 1980. This year, the organization selected winners across 20 categories, including Home, Consumer Technology, and Digital Interaction. Key evaluation criteria include Design Innovation, Benefit to User, Benefit to Society, and more.

Meanwhile, the Red Dot Design Award is widely recognized as one of the world’s premier design honors. Established in 1955 and organized by German organization Design Zentrum Nordrhein Westfalen, it recognizes excellence across three categories: Product Design, Design Concept, and Brands & Communication Design. Specifically, Red Dot Award: Brands & Communication Design recognizes and celebrates creative approaches that shape how brands communicate and connect with people.

Samsung was recognized by these organizations for expanding its design excellence beyond products to encompass services, brand experiences, and forward-looking design concepts.

IDEA 2026: 45 Honors, Including One Impact Award

Samsung’s Accessibility Design for Home Appliances received the inaugural Impact Award at IDEA 2026. Introduced this year, the award is presented as an additional honor to select winning designs that demonstrate strong sustainability and social impact.

Accessibility Design for Home Appliances considers the diverse needs of users with visual, hearing, mobility, and cognitive differences, helping everyone use home appliances like washers and refrigerators more easily and conveniently. Key features include Easy Mode, which simplifies complex functions and provides larger on-screen text and voice guidance, and Auto Open Door, which allows users with limited physical strength to open appliance doors with a gentle touch or voice command.

Accessibility settings configured on a mobile device can also be carried over to connected home appliances. Voice ID recognizes individual users and automatically applies their personalized settings, as well, allowing multiple users to enjoy a convenient appliance experience tailored to their individual needs and preferences.

Nine Samsung designs were honored with Bronze awards at IDEA 2026 for their innovation in premium appliances, branding, and sustainable design. These honorees include:

• Infinite AI Air Purifier: a premium air purifier featuring soft curved lines and a pop-up clean booster that elegantly integrates into any space.

• Micro RGB Brand Identity: visually expresses the superior picture quality and immersive display experience of Micro RGB technology.

• Portable SSD T7 Resurrected: a premium portable storage device with an enclosure crafted entirely from recycled aluminum.

• Samsung Mobile Origami Package: an advanced smartphone packaging concept that applies origami folding techniques using a single sheet of recycled paper.

• AI Design Companion (AIDC): an AI-based advanced design solution that leverages AI, digital twins and virtual simulation to rapidly validate and verify product wearability performance and usability.

Samsung also had 35 designs honored as IDEA 2026 Finalists.

Red Dot Award 2026: 12 Awards, Including Best of the Best for Galaxy’s Privacy Display

Notable among Samsung’s 12 winning designs in the Brands & Communication Design category at the Red Dot Design Award 2026 was Galaxy Privacy Display, which won the Best of the Best award.

Introduced on Galaxy S26 Ultra as the mobile industry’s first built-in privacy-protecting display, Privacy Display is designed to protect personal information in everyday situations such as public transit, cafés, and shared environments. Users can customize when the feature activates — such as when entering PINs, patterns, and passwords, or opening selected apps — and adjust privacy levels depending on the situation. By allowing the screen to remain clearly visible from the front while limiting visibility from surrounding angles, Privacy Display offers a more seamless and intuitive way to protect privacy.

Samsung also won 11 awards in the Red Dot Award 2026 Brands & Communication Design category for innovations that enhance the user’s quality of life through more personalized experiences. Key award-winning projects include:

• The Movingstyle Visual Branding: expresses the freedom and versatility of a portable screen through a distinctive visual identity.

• Vision AI Companion: provides a personalized experience by combining real-time viewing context with user preferences.

• Design is an Act of Love: an immersive exhibition at Milan Design Week 2026 that offered a glimpse into Samsung’s evolving design vision and explored how design can shape everyday life and new ways of living. 

• Galaxy XR Package: designed with an internal structure that allows it to be repurposed as a long-term storage and display solution.

• Samsung b.IoT Digital Twin: recreates real-world buildings as 3D models in a virtual environment and maximizes operational efficiency by visualizing the status of building systems in real time.

Spanning 12 immersive zones at the Samsung Design Open Lab in Superstudio Più, the space embodies the company’s human-centric “Expressive Design” approach.

Samsung Newsroom captured how the exhibition signals a new chapter — where technology blends seamlessly into daily life.

Upon entry, The Welcome Show engages visitors with a synchronized performance across multiple devices — each paired with its own screen — reflecting Samsung’s AI vision. Uniting different intelligences, forms and expressions, the display creates a deeply human symphony of personal and shared AI devices.

The journey continues with Unfold Your Story, where an expressive spectrum of color across Samsung’s foldables illustrate diverse lifestyles and individual identities.

In the Wearable Intelligence and Culinary Intelligence zones, the company highlights concepts supporting physical and emotional well-being — from wearables to AI-powered culinary experiences.

At the center of the exhibition, The Forum hosts discussions alongside video clips highlighting the perspectives of Samsung’s design leaders. Nearby, the XR Experience zone — powered by Android XR — invites visitors to expand their world through Galaxy XR.

The exhibition then unfolds into two contrasting audio-visual zones. Transparent Symphony features Samsung’s transparent Micro LED displays, dissolving physical boundaries and blending seamlessly into the environment.

All That Music brings together speakers, screens and audio-visual concepts — including Music Studio 5 and 7 — where sound and visuals come together in harmony, evoking a sense of analog emotion. Across both spaces, a full spectrum of design languages emerges — from minimal and refined to bold, iconic and colorful — each offering a different interpretation of Expressive Design, reflecting the diversity of the people Samsung designs for.

In both environments, AI generates content that adapts to the space, the music and the moment, offering everything from immersive atmospheres to information, and even the presence of a companion behind the scenes.

In Two Expressions of the Same Technology, two design archetypes of a 130-inch Micro RGB display are presented. Built on the same breakthrough technology, they show how performance and individuality can coexist.

Artful Living, conceived like a gallery, features the S95H OLED TV with Music Frame+. Here, screens bring art and content to life as storytellers of personality, meaning and emotion. Beyond the screen, customizable frames can transform the TV to adapt to different homes, tastes and interior styles — celebrating the beauty of one of the thinnest OLED displays on the market and enhancing its floating, artistic presence.

In A Glimpse of Tomorrow, visitors explore a future shaped by design and technology. The zone reflects Samsung’s human-centered design approach, offering a sense of what lies ahead.

The experience concludes with The Goodbye Show, where Project Luna AI home device greets visitors one last time. This short, emotional yet playful finale — light, colorful and unapologetically pop — doesn’t take itself too seriously. It reminds visitors that technology is not just about performance, but about feeling — designed to surprise, connect and leave them with warmth and a smile.

Through Design is an Act of Love, Samsung provides a glimpse into its evolving design vision — placing technology in service of humanity through more expressive, meaningful and human-centered experiences.

An Open Laboratory for Design Exploration

Conceived as an open laboratory, the exhibition welcomes visitors to Samsung’s design approach, offering a space of exploration, experimentation and discovery. Rather than a finished statement, the exhibition reflects a moment within an ongoing journey, offering an early glimpse into how Samsung is shaping new ways of living through design.

Each of the 12 immersive zones presents a distinct exploration of how design can shape everyday life. The zones are organized around the key experience dimensions of Human Centricity and Expressive Design, which serve as the first touchpoint in showcasing Samsung Design’s vision.

Within these zones, a series of creative explorations illustrates ideas, possibilities and future directions. Through this approach, Samsung Design is making its vision tangible, inviting visitors to engage with design as an evolving, human-centered practice.

Human-Centricity and Expressive Design

Samsung Design is expanding its approach beyond user experience, with a greater focus on how people live and experience everyday life.

“Design should reflect the diversity of humanity — embracing different lifestyles, values and ways people live,” said Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) Division at Samsung Electronics. “It is not only about creating products, but about shaping experiences that feel relevant, personal and meaningful in everyday life. Through Samsung Design Open Lab, we are sharing how this thinking is shaping our approach to design and future living.”

At the core of Samsung’s vision is a human-centered approach to AI — captured through the formula AI x (EI+HI)¹ — where its true value lies not in the technology itself, but in how it is guided by human intention, empathy and imagination.

While the exhibition explores new directions in design, it reflects a philosophy that has guided Samsung for over 30 years — placing people at the center of innovation. The ideas presented extend that foundation, translating it into new and evolving ways of living.

Design Is an Act of Love, With 12 Immersive Zones

More than 120 products across 36 categories are being showcased at the exhibition’s 12 zones, spanning both design concepts and products currently available in the market.

Highlights from the exhibition include:

• The Welcome Show: A coordinated display experience introducing Samsung’s vision for AI as a unified system that brings together personal and shared AI across devices and environments.

• Unfold Your Story: An exploration of Galaxy’s foldable design across a spectrum of color, form and experience, capturing diverse lifestyles and new ways to live, create and connect.

• Wearable & Culinary Intelligence: Design explorations that respond to diverse lifestyles, ranging from personal devices such as wearables to connected kitchen and living environments.

• Transparent Symphony & All That Music: Immersive audio-visual zones featuring transparent speakers and screens with Music Studio 5 and 7 and a range of concept designs, where diverse elements come together in harmony and music translates analog emotion into a cohesive digital experience.

• Two Expressions of the Same Technology: Two distinct design expressions of a 130-inch Micro RGB display, built on the same breakthrough technology, demonstrating how performance and individuality can coexist.

• Artful Living: A vision of living where screens become expressive mediums of personality, culture and emotion, bringing artwork and content to life in more immersive ways through S95H OLED TV with new forms of AI-enabled storytelling.

• The Goodbye Show: Returning from the Welcome Show, the shared AI companion concludes the exhibition through natural, AI-driven interactions and a sensory performance of music, light and human touch — fostering emotional connection and a sense of presence in everyday life.

Samsung’s “Design is an Act of Love” exhibition is located at Superstudio Più, Via Tortona 27, in Milan and offers free entry, on the following dates:

•        April 20, 11 a.m. to 9 p.m.

•        April 21, 11 a.m. to 4 p.m.

•        April 22, 11 a.m. to 5 p.m.

•        April 23-25, 11 a.m. to 9 p.m.

•        April 26, 11 a.m. to 6 p.m.

For more news, photos and videos, please visit Samsung Newsroom and Samsung Design during Milan Design Week 2026.

1. EI = Emotional Intelligence, HI = Human Imagination ︎

Samsung Electronics today announced that it will host an exhibition titled “Design is an Act of Love” at Milan Design Week 2026. Immersive in nature, the exhibition will explore the Human Side of Tech through a dialogue between experimental concepts and the latest commercial products.

The exhibition takes the form of Samsung Design Open Lab, a space imagined as a laboratory for exploration, experimentation and discovery. Within the space, Samsung invites visitors to explore how ideas take shape, offering a glimpse of how human-centered and expressive design can transform technology into a more personal, emotional and meaningful presence in everyday life.

What visitors experience in Milan represents a moment in an ongoing journey — an early expression of how Samsung is reimagining the relationship between technology and everyday life, as well as a signal of the direction in which its design vision is headed.

As part of the program, Samsung will host a Design Talk session in collaboration with Dezeen on April 22, where it will share perspectives on the evolving relationship between design and humanity.