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.

In step with users’ needs, Samsung has refined and reimagined its original human-centered design philosophy established in 1996 — “Inspired by Humans, Creating the Future.”

This new design direction brings together Samsung’s commitment to innovating with purpose and delivering meaningful improvements to lives. Explore the evolution of Samsung Design Identity through the infographic below.

“Design must fully take the human experience into consideration, and Samsung’s design principles achieve this,” said TM Roh, President and Head of Corporate Design Center at Samsung Electronics. “With our human-centered design philosophy, we aim to create a future that harmonizes with the lives of our customers through innovation with purpose.”

Five Unique Spaces Bring Essential∙Innovative∙Harmonious to Life

Samsung’s “Newfound Equilibrium” exhibition at Milan Design Week 2024 will showcase an inspiring vision for a better future that encompasses the balance between people and technology. To make an impact on attendees, the exhibit will feature media art that awakens the senses — particularly sight, hearing and smell.

Anchoring the multi-sensory experience, the immersive installation guides visitors through five spaces that express Samsung’s Essential⸱Innovative⸱Harmonious design identity as a thoughtful composition of light, sound and digital interactions. The five spaces that communicate with visitors through displays, sensors and light are titled “Essence,” “Innovation,” “Harmony,” “Infinite Dream” and “New Dawning.” As visitors approach the screens in the spaces, translucent elements change into specific shapes and textures, and the shapes beyond the window appear as if they are approaching onlookers, allowing them to immerse themselves in the dream of an infinite future drawing nearer.

Through collaborations with the human craftsmanship of ceramic masters MUTINA, and wood veneer wizards ALPI, the Bespoke Refrigerator and AirDresser have also been reimagined considering the co-existence of people and technology.

Samsung’s “Newfound Equilibrium” exhibition is located at Via Olona, 6 bis, Milan and offers free entry, at the following times/dates:

• 10 a.m. to 7 p.m. (April 16-18)
• 10 a.m. to 8 p.m. (April 19-20)
• 10 a.m. to 6 p.m. (April 21)

For more news, photos and videos, please visit Samsung Newsroom and Samsung Design during Milan Design Week 2024.

¹ Fuorisalone is the set of events held in different areas of Milan during Milan Design Week.

It’s always exciting to develop a product and introduce it to the market. Whenever I take on this challenge, I wonder if the new product will resonate with customers — perhaps, it will even become a game changer and impact lives in meaningful ways.

If we look more closely at the product development process, design makes innovative technologies shine while technology makes design dreams a reality. Only when design and technology are in perfect harmony can we develop a product that provides genuine value to our users. Samsung Electronics excels at balancing design with innovative technology, and we continually strive to create products that blend seamlessly into our customers’ lives.

To this end, we have redefined our design philosophy as we approach 2030. “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious”¹ is the new direction that will define the future we hope to provide.

Samsung’s Design Philosophy and Its Evolution

More than 1,500 designers work at Samsung’s seven global design studios to solve everyday problems facing a wide range of customers, each from a different culture or background with unique preferences and tastes. At the center of this effort is Samsung’s design philosophy — “Inspired by Humans, Creating the Future” — which has not changed since its inception in 1996.

But the way people live and experience their lives is constantly changing, and we have had to refine and evolve our design identity to reflect that. “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious” is the vision that will guide us through 2030. Moving forward, we’ll continue to introduce smartphones, TVs, refrigerators and other products that reflect this new mindset.

Essential∙Innovative∙Harmonious. What Does That Mean?

Essential design focuses on the original intent and purpose of the product — to provide an optimized user experience without any unnecessary elements. This year, the latest Galaxy S24 series allows users to intuitively experience the functions of a mobile product with its unified look and thin bezel. Our TVs with Infinity Air Design appear to float in mid-air for more immersive viewing. On the other hand, our all-in-one washer and dryer maximizes space efficiency through a minimalist design.

Innovative design brings valuable changes — not merely novelty — to our customers’ lives. Examples include a TV that automatically upscales low-resolution images to 8K level using AI technology; an AI-based robot vacuum cleaner that automatically recognizes floor type, objects and living spaces for optimal cleaning; and a Live Translate feature that helps smartphone users overcome language barriers through real-time translation. These products all merge innovation with creativity.

Harmonious design embodies the desire to unify products and people with society, the environment and other human values. SmartThings improves convenience by integrating and connecting products for users to control remotely. Meanwhile, Music Frame, a customizable frame-shaped speaker, blends into any interior. Designs that create harmony between products and customers’ daily lives — rather than designs that announce their own existence — are the kind we will continue to pursue.

A Future of Infinite Possibilities

At Samsung, this is our commitment — to be faithful to our essential purpose, innovate endlessly and create designs that harmonize with our users’ lives. We aim to empower customers around the globe and enrich their lives by offering meaningful experiences, no matter what Samsung products they choose.

At Milan Design Week 2024, we are presenting the exhibition “Newfound Equilibrium” to showcase an inspiring vision for a better future — one that achieves the right balance between humans and technology. Join us on April 16 for a future of infinite possibilities.

¹ History of Samsung’s Design Identities
Design Identity 1.0 (2001-2005): Simplicity with Resonance
Design Identity 2.0 (2006-2010): Create an Emotional Journey
Design Identity 3.0 (2011-2018): Make It Meaningful
Design Identity 4.0 (2019-2022): Be Bold. Resonate With Soul.
Design Identity 5.0 (2023-2030): Essential∙Innovative∙Harmonious.

The exhibition will highlight Samsung Design’s vision for a better future, encompassing the ideal balance between humans and technology.

Join us at Le Cavallerizze in Milan, Italy, from April 16 to 21 — with an exclusive media preview on April 15.

Stay tuned to Samsung Newsroom or the Samsung Design website for the latest news on the “Newfound Equilibrium” exhibition.

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.

Explore the highlights of the event in the photographs below.

To convey the story behind the device’s design at Milan Design Week, Samsung collaborated with world-renowned Zaha Hadid Architects and acclaimed digital art and design collective Universal Everything.

The studio’s Media Art zone communicates the Galaxy S8’s design philosophy by bringing key product features such as the smartphone’s Infinity Display and bezel-less aesthetic to life through an immersive viewing experience that illustrates the harmony between the device and the user.

Visitors can journey through a completely bespoke interior, triggering mesmerizing digital installations and bringing to life the Galaxy design philosophy.

Using the Galaxy S8, visitors create a unique avatar that moves in tandem with others’ avatars, expressing a sense of ‘Oneness.’

The Galaxy S8’s concept of ‘Oneness’ is reflected by bringing together the digital and physical worlds. Pictured here, visitors observe digital images of avatars as they move across the installation.

In Product Experience zone, guests learn more about the Samsung Galaxy S8 through a display that automatically recognizes the smartphone and demonstrates its main features.

At Unconfined: The Galaxy S8 Design, visitors experience the Galaxy S8, Galaxy S8+ and the new Gear 360 together. The devices were recently unveiled on March 29.

A visitor explores a virtual world with the new Gear VR with Controller at the Unconfined: The Galaxy S8 Design studio during Milan Design Week.

The Samsung Smart Play-Board is an experimental new educational device that helps parents and teachers better understand children’s development through play.

This concept product was created by Pietro Rigamonti, a student in the Samsung Maestros Academy Master’s Degree Course at IED (Istituto Europeo di Design). The Samsung Maestros Academy is an online workshop operated by Samsung, designed to build bridges between master artisans and the younger generation, and help develop a new generation of craftspeople in Italy.

The Samsung Play-Board project was developed with a team of scientific endorsers from the University of Macerata and the Product & Solutions team of Samsung Italy. The Department of Humanities at the University of Macerata is currently conducting beta testing in various preschools.

A prototype of the Samsung Play-Board received accolades at the 2015 Milan Design Week and the 2015 Cannes Lions International Festival of Creativity.

Unlocking the Full Potential of Children

The Samsung Play-Board is an educational play platform designed as a learning guide for both parents and teachers, underpinned by the insights gained from monitoring children’s actions and characteristics… plus it’s also fun to play with!

Insights and analyses derived from children playing with the board help teachers and parents to design a method of learning that is unique and tailored for each child. This is important because children learn to have confidence in their own abilities in their formative years. This makes it absolutely crucial for children to realize their potential at an early age, develop it, and see it nurtured by people they can trust.

How the Samsung Smart Play-Board Works

1. Children can interact and arrange wooden modules while they play.
2. Vibrant colors, differently shaped modules and special “container” modules – where teachers and parents can insert any kind of picture, drawing or flat material – help to stimulate all facets of a child’s intelligence. A virtually endless number of configurations is possible.
3. Interactions with the child are tracked, recorded and logged.
4. This data is relayed to a pre-installed app that visualizes the child’s learning in graphics, which helps to support the educators’ analysis.
5. The app maintains a profile of the child’s development across multiple indicators for intelligence.
6. The app suggests special education programs – called “bridging techniques” – specifically designed to improve detected weaknesses by leveraging on tracked strengths.
7. Parents and teachers optimize education programs based on each child’s individual profile.

What makes the app even more interesting for educators is the fact that the software and hardware are open-source; almost anyone around the world will be able to build a Play-Board from scratch and add new content.

The seemingly endless possibilities of play provide precious information on potential areas of success, and pinpoint areas of weakness. This data is displayed and quantified in a variety of settings. Also, the accumulated data can be used to understand a child’s potential growth and be applied to broader educational use.

The Samsung Smart Play-Board in Action

Shall we try out the board for ourselves? Let’s try the color modules for starters.

First, parents or teachers suggest to the child to plug in the “educational avatar” into the board. Then, they help connect the activity board to the main board.

Now, it’s time for the child to start playing. The child chooses six nature boxes, then fills them with branches, grass or leaves. Next, connect them to the mainboard. Have the child connect the branches and leaves along the grid using the pointer. Children can have fun creating their own patterns.

When the children are done, remove the educational avatar. Data acquired from the play session is sent to a smart application for parents and teachers. It is fast and simple, but also very scientific.

Technology & Design for a Variety of Possibilities

The Samsung Smart Play-Board is a platform that supports teachers and parents, hugely amplifying their capabilities to learn from children’s spontaneous behaviors while avoiding any “prescription” or “judgment”. The pre-installed app gathers data and organizes them into graphs, but doesn’t automate a “judgment”. This is because we believe that this can be done only by a skilled educator who has a broader view of the child and his or her situation. The app is instead intended to sync the tracked data with meaningful tips for better educational activities based on a library developed, updated and reviewed by an international community of educators.

Some people voice concern that technology will stunt the learning capacity of children, by doing all the work and making children passive and dependent. However, like the puzzle games many of us played when we were young, the capacity for problem solving is equally inherent in the Samsung Smart Play-Board, which intends to provide a platform that nurtures possibilities and potential. It all comes down to how technology is used to help us. As the Samsung Smart Play-Board shows, meaningful technology and design open up possibilities for the future of our children.

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: http://www.design.samsung.com/global/#milanoportal