As we invest increasingly more in our homes, they have become a deeply personal reflection of our selves. In today’s home, there is no place like the kitchen: a space to come together to plan, create and share. Samsung’s built-in appliances form kitchens that match each and every moment of consumers’ lifestyles, 24 hours a day, seven days a week.

All Day, Every Day

For this year’s exhibition, Samsung presents visitors with the “24 hr. Kitchen”, an interactive and interpretive installation conceived in collaboration with renowned food artist Laila Gohar and Design Studio 2×4.

The 24hr. Kitchen emphasizes the vital role that the kitchen plays as the heart of the home, adapting to every aspect of our ever-changing, 24-hour lives. Samsung kitchen appliances are designed to meet the needs of millennial lifestyles around the clock and, to illustrate this, the Samsung booth has been divided into three rooms – Morning, Day and Evening – each showcasing one of three built-in appliance lineups. One long counter weaves its way through the booth, connecting each room to the next stage in the day.

Reinterpreting the Classics

The exhibition embraces Gohar’s fanciful approach to food, with each room presenting guests with various interpretations of a single ingredient transformed by Samsung kitchen technologies, providing the ideal backdrops to feature Samsung’s built-in packages. Throughout the booth, Samsung’s latest built-in products are featured, from the Dual Cook Flex oven and Induction cooktop, to the Twin Cooling Plus refrigerator and WaterWall dishwasher.

The Morning room celebrates the heartiness of grains. Upon stepping into the room, guests are greeted with decorative bunches of wheat and an eye-catching arrangement of different kinds of grain. They can enjoy pieces of bread with butter taken from elaborate butter sculptures, a variety of focaccia and volcanic cakes mounded high onto the counter. With clean lines and neutral shades, the Morning room’s Silver Stainless Steel package creates a modern, bright kitchen well suited to the joyous delight of freshly baked bread.

In the Day room, tomatoes take center stage, with tomatoes on the vine hanging from the ceilings and a display of assorted heirloom tomatoes on the table. Guests are encouraged to savor delicacies such as tomato caviar atop a beetroot cracker, sundried tomatoes and tomato paper with tomato gelée. The tomatoes’ sophisticated pops of color give the Smart Kitchen package the warm glow of daytime.

The Evening room is devoted to all things sweet. After feasting their eyes on a soft brown sugar landscape, pools of molasses and sugar block sculptures, guests can treat themselves to sweet confections including rock candy lollipops, honeycomb candy and sugar glass. Black Stainless Steel casts a moody atmosphere over the chic sweetness of the Evening room.

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

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.