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.