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.

For more information, please visit: https://news.samsung.com/my/.

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

“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 theHuman Side of Techthrough 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 aDesign Talksession in collaboration with Dezeen on April 22, where it will share perspectives on the evolving relationship between design and humanity.

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine disciplines: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Today, design goes far beyond products or user interfaces. It shapes meaningful experiences that resonate with people.” said Mauro Porcini, President and Chief Design Officer of Device eXperience (DX) Division at Samsung Electronics. “Human-centered design will remain at the heart of our efforts — deepening immersion and advancing responsible innovation.”

Two Gold Awards Recognize Designs That Enriches People’s Lives

Music Studio 5, at first glance, is a classic rectangular speaker, but a closer look reveals its unique details such as the finely perforated grille that conceals the high performing audio units. Dynamic front lighting helps the user easily identify key functions and the timeless design integrates seamlessly into any space while capturing the elegance of an objet d’art. Yet the shape is novel and pure, signaling an expressive presence in the room. Music Studio 5 is also prepared to connect to a Samsung TV through the novel Q-Symphony wireless interface resulting in a true cinema-like experience at home.

Advanced Design Concepts for Appliance Accessories – named as ‘Samsung Home Appliances Accessories’ designated three colors for accessories – such as filters for vacuum cleaner and air purifiers – depending on their maintenance requirements and disposal methods. Through this design improvement, users can more easily recognize the needs of their accessories, especially if they have changed or been updated.

77 Awards Ranging From TVs to Home Appliances to Smatphones

Samsung Electronics’ 77 wins came across all design disciplines. In addition to the Gold Awards for the ‘Music Studio 5’ and ‘Advanced Design Concepts for Appliance Accessories, Samsung received awards in the Product Design category for theS95H OLED, a TV that  features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.;The Movingstyle, a lifestyle screen that follows you;Vision AI TV,an AI interface that adapts to your context; Spatial signage’, a glasses-free 3D display that delivers an immersive visual experience;Galaxy Z Fold7, the most advanced Galaxy Z series yet, seamlessly blending precision engineering and powerful intelligence to elevate everyday interactions, all in its thinnest and lightest design to date.

Other products and services that were recognized for design excellence includeOne UI 7, user interface that brings AI-driven enhancement with a bold new design for greater personalization and control to the user experience;Home Insight’, a smart home feature that analyzes appliance status and user patterns to recommend optimal, personalized solutions.

Samsung Electronics’ 77 awards is showcasing our human-centric design philosophy and how technology can become an enabler for living better, longer, loud and living on. The manifestation of the human side of technology.

* Images contain elements created with the assistance of generative AI tools.

Since One UI’s announcement in 2018, One UI was designed to help you focus on what matters most with an easier, more streamlined interface. Today, it has grown into an AI-enabled Samsung experience that connects your phone, tablet, smartwatch, earbuds, laptop, TV, and home appliances. Now, you can enjoy a consistent experience across your home and beyond as your Samsung ecosystem grows and evolves with you, helping you live life as you see fit.

* Content images simulated for illustrative purposes only and may differ from the actual products, UX, and usage environments.

Easy, Free-Flowing Experiences

One UI across your Samsung ecosystem means you can use apps on one device and pick up where you left off on another, so your routines and experiences stay seamless. From tablet to fridge, fridge to TV or smartwatch to all three, your health updates, memories and to-do lists stay in sync — from here to there and everywhere.

* Images are simulated for illustrative purposes. Actual UX may vary.

* Images contain elements created with the assistance of generative AI tools.

Cool and Original Experiences

With One UI, the ordinary feels extraordinary as advanced technology and connectivity become part of everyday life. Every tap or gesture opens a world full of new possibilities. Chores take care of themselves while you’re fully immersed in an otherworldly adventure, and your personal assistant helps you bring the heat on the court. To others, it might seem like you have a genie ready to grant your every wish. To you, it’s just Tuesday.

* Images are simulated for illustrative purposes. Actual UX may vary.

* Images contain elements created with the assistance of generative AI tools.

Just-for-You Experiences

One UI is always with you, for the long haul and the small victories. Whether you’re crushing your goals, eating a bit healthier or simply getting through the day, One UI stays by your side morning, noon and night. Think of it as a little pick-me-up — wake up and get status updates on your sleep and schedule, keep track of your target goals and reflect on the day’s highs when it’s all over.

* Images are simulated for illustrative purposes. Actual UX may vary.

* Images are simulated for illustrative purposes. Actual UX may vary.

Your life, your way, every day — from one device to another, at home or on the go. This is just the beginning.

IDEA, one of the world’s most prestigious design awards programs was founded by the Industrial Designers Society of America (IDSA) in 1980. This year, IDEA has 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.

Guided by evolving values and innovative technology, Samsung’s design principles have been recognized for creating products that place people’s lifestyles and experiences at the forefront.

“Innovation born from advanced technology and human empathy enriches our people’s lives,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “We are dedicated to not only pushing boundaries of technology, but also cultivating meaningful connections that bring us closer to a brighter, more connected future together.”

Samsung Earns Two Gold Awards

The following exciting innovations received Gold awards, the highest honor at IDEA 2025:

• Samsung Mobile Design Visual Identity System — a design system that connects the diverse form factors of the Galaxy series under a unified visual identity. The system refined each form factor into an intuitive shape and extended the application of the system beyond packaging to include books, films and retail stores, aiming to effectively communicate the brand message of ‘Essential’ across multiple platforms.

• Advanced Concepts for Visually Impaired Users in Home Appliances — named as ‘Samsung Inclusive Essentials’— a visionary design aimed at enhancing accessibility for everyone, including visually impaired and elderly individuals. By standardizing shapes and colors and integrating embossing, sound and lighting into key components, it provides both visual, auditory and tactile guidance, enabling low-vision users to intuitively and conveniently interact with products.

Samsung Earns Three Silver Awards

Samsung also secured three Silver awards for these cutting-edge technologies:

• Galaxy Tab S10 Series — Samsung’s first tablets built with AI enhancements offer 3D Map View, which gives a visual overview of the home and all connected devices to streamline device management across the SmartThings ecosystem.

• Advanced Concept for Samsung Smart Modular House — a visionary living space for future innovation, is designed to embrace AI and advanced IT with an architecture that can be flexibly expanded to an evolving lifestyle.

• Digital Twin — a next-generation AI-powered b.IoT solution for smart building management that enables intuitive operations and energy optimization through 3D-based technology, offering efficient and sustainable solutions.

Samsung Wins Three Bronze Awards

These three products took home Bronze awards for their harmonious designs:

• TheGalaxy S24 FE — enhances the user experience with Galaxy AI-powered photography and an advanced camera setup that empowers users to be more creative. Featuring a large screen, thin bezels, a refined color palette and high-quality materials, it delivers a premium mobile experience to more users.

• Samsung Vision AI Onscreen Story — a visual representation of Samsung’s TV branding under the concept of “Endless Wonder.”

• The EHS MONO Outdoor-Indoor System — a home heat pump device equipped with SmartThings and the AI Home touchscreen for more convenient energy management.

From Product to UX Design, a Total of 39 TVs, Home Appliances and Smartphones Names Finalists

A wide range of Samsung designs were named Featured Finalists, including:

• • The Galaxy Z Fold6 & Z Flip6 — redefine the future of mobile technology by combining innovative foldable form factors with Galaxy AI, offering seamless mobile experiences and unparalleled versatility for users.
  • The Smart Monitor M9 (M90SF model) — brings together the brilliance of a 4K OLED display and AI features like 4K AI Upscaling Pro, AI Picture Optimizer and Active Voice Amplifier (AVA) Pro to consistently provide reliable, high-quality entertainment.
  • The Bespoke AI Laundry Hub — a sleek, space-saving stacked washer and dryer featuring an AI Home touchscreen, delivering seamless integration and intelligent laundry solutions. (Currently sold in Korea only)
  • The Newfound Equilibrium Exhibition — showcases Samsung’s user-centered design philosophy, with an aim to inspire vision for a better future that encompasses the balance between people and technology.

We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation and change is truly extraordinary. In this rapidly evolving world, the human element—our thoughts, emotions, aspirations, and needs—matters more than ever. Even as technology takes the lead, we believe our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives—to design tools and experiences that help them live better, longer, and more meaningfully, by taming technology in service of humanity.

Samsung Electronics is a worldwide leader in tech and already plays an essential role in the lives of billions around the globe. Through our products, we help you clean your home, wash your clothes and dishes, preserve your food, store your memories, stay entertained, stay connected, and express yourself—whether at home, on the move, or in public spaces. This reach is both a tremendous privilege and, in the age of AI and accelerated technological change, an incredible opportunity and an immense responsibility.

That sense of purpose is what inspired me to join Samsung this year, after more than two decades as a designer and business leader across industries and cultures. I was drawn by the possibility to help reimagine the relationship between people and technology—putting humans at the heart of our product universe, to create a world where innovation truly supports and enhances our lives, unlocking, amplifying and elevating, the human side of technology.

Rewriting the Code of a Design-driven Company

To me, design is far more than a product or a user interface. It’s more than the interplay of form and function. I like to define design as the art of dreaming, crafting and taking to life distinctive solutions, meaningful experiences and authentic stories that deeply resonate with people’s needs and aspirations. In this sense, form and function follow meaning. Design becomes a force for purposeful innovation—one that begins and ends with people.

Across Samsung’s product portfolio, design serves as a language—one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, features into feelings. In a time of accelerating complexity, design is how we restore clarity and foster deeper connections—with ourselves, our cultures, and our lives.

Samsung’s commitment to design thinking dates back to 1996, when it declared the “Year of Design Revolution.” That year marked a turning point, with design officially recognized as a core strategic asset. With a “human-centered design philosophy” at its heart, Samsung laid the foundation for a design ethos that continues to evolve and grow.

Now, in the era of AI, our challenge is to build upon that legacy—to amplify its intent, refine its spirit, and redefine what design means in a new cultural and technological landscape. Products can be copied, but a design philosophy—its purpose and point of view—cannot be replicated. This is why culture matters. For individuals and for organizations alike, consistency, authentic creativity, and genuine care at every touchpoint are what set great companies apart.

A New Challenge to Everyday Innovation

Today, Samsung innovations are already transforming everyday life. Robot vacuum cleaners quietly maintain our homes. Smartwatches provide real-time insights into our health. Intelligent appliances, from washing machines to dishwashers, offer greater efficiency, performance, and ease of use. Smart refrigerators adapt to our habits to keep food fresher for longer. Our screens deliver breathtaking visuals, our audio systems fill rooms with immersive soundscapes, and our smartphones, tablets, and wearables keep us connected through intuitive design and purposeful features.

All of this is remarkable. Yet, the real frontier lies in something greater: the seamless integration of all these devices into a coherent, human-centered journey. We’re not just designing individual products—we’re designing an ecosystem of experiences. We’re redefining what “smart” really means by infusing technology with empathy, meaning, and emotional resonance.

Samsung’s design now goes beyond the object. It places thoughtful connections, insightful information, and intentional emotions at the center. Through a cohesive design experience across our entire ecosystem—from mobile to TV to home appliances—we’re committed to enriching every interaction.

Our vision is a future where design brings warmth to innovation, and where technology helps us not only do more—but live longer, live better, and live more connected, and more meaningfully, creating an empathetic layer between people and their environments. This personal field of emotionally attuned, physiologically aware, and ethically governed technologies interconnects to form constellations of care—enabling shared rhythms and deeper connection across the home, family, and community.

The Future Is Emotional, Meaningful, Connected Intelligence

The next frontier of smart technology must offer more than just functionality. With Samsung’s advancements in AI, empowered by hardware and software, we are unlocking a new dimension of emotional intelligence—where technology doesn’t just work for us, but resonates with us.

What excites me most about AI in product design is how it enables us to listen, learn, and craft experiences that feel deeply personal. As intelligence becomes ambient—woven seamlessly into our everyday devices—design takes on a greater responsibility: to ensure that intelligence feels warm, human, and caring. We’re shifting from devices that demand our attention to those that pay attention, anticipating needs, adapting preferences, and forming meaningful relationships with users.

We’re envisioning an ecosystem where intelligence isn’t confined to one device, but exists around you—quiet, empathetic, always present when needed, and gracefully invisible when not. Samsung’s holistic approach to AI spans across the entire ecosystem—from smartphones to TVs, wearables to home appliances—transforming each product into a thoughtful companion in your daily life.

Imagine a TV that mirrors your mood. A refrigerator that understands your dietary goals. A watch or ring that knows when you need rest, and gently guides you toward better mental and physical wellbeing. This is not just innovation—it’s a design philosophy where intelligence surrounds you, senses you, learns from you, and ultimately adapts to serve you better. Each product becomes part of a larger, unified story, grounded in empathy, awareness, and care.

Design as a Force for Meaning – And for a Better Tomorrow

Technology will always continue to evolve. But what truly matters is the meaning it brings—to individuals and to society. At Samsung, we innovate not just because we can, but because we care. It starts with a sincere commitment to people and a deep sense of responsibility for the impact we create.

What has always inspired me about Samsung is its belief in openness—not just as a platform strategy, but as a cultural principle. Openness to collaboration. Openness to bold, unconventional ideas. Openness to meeting people where they are. This spirit of openness removes barriers, fuels connection, and sets the stage for truly meaningful innovation.

These are the values that have shaped my career and the principles I believe will drive our industry forward. They reflect a shared mission: to build technology that enriches human life, with empathy at its core.

Through our love for humanity and our clear vision for the future, we invite you to join us on this journey—one shaped by Samsung Design, and guided by purpose, care, and imagination.

For more information, please visit https://news.samsung.com/my/.