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.

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/.

The Galaxy Z series has set the standard for foldable phones from its very first launch, with a new release every year. Now in its seventh chapter, the latest design revisits where it all started. The Galaxy Z Fold7 and Z Flip7 are the result of refinements made over each year of innovation. Samsung Newsroom spoke with Hubert Lee, Head of the Design Team and Huichul Yang, Head of the UX (User eXperience) Team, both part of the Mobile eXperience (MX) Business at Samsung Electronics, to discover the story behind the products and the designers’ persistent pursuit of incredible design.

* Content images simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Hubert Lee

Executive Vice President, MX Business, Samsung Electronics

Since joining as Head of the MX Design Team in late 2022, Lee has overseen the design direction for all MX product launches. With the launch of the new Galaxy Z Fold7 and Z Flip7, Lee showcases Galaxy’s ultimate pursuit of ultra-sleek and modern design.

Huichul Yang

Vice President, MX Business, Samsung Electronics

Since joining Samsung in 2005, Yang has played a pivotal role in advancing mobile UX innovation as an HCI (Human Computer Interaction) expert. Since late 2023, Yang has led the UX Team in the MX Business, crafting the mobile experiences powered by Galaxy AI.

The Essence of Foldable Design

Q. The Galaxy Z Fold7 and Z Flip7 have finally been unveiled. As the heads of the Design and UX teams, it must mean a lot to both of you.

Lee: Among the products I’ve designed at Samsung, the Galaxy Z Fold7 stands out as the one I am most proud of. Most people said, “Wow!” as soon as they saw it. It’s the thinnest, lightest Galaxy Z Fold series model yet. I believe it captures the essence of what a foldable phone can be. It’s only just been unveiled at Galaxy Unpacked 2025 in New York, but I’m confident that customers will understand its true value as they see it up close and get a feel for it in their hands.

Yang: Alongside the Galaxy Z Fold7 and Z Flip7, we also introduced One UI 8, an interface optimized for the AI experience. I believe that a sleek, modern design — paired with an intuitive interface — can really resonate with users seeking a more elevated mobile experience in this age of AI.

“The Galaxy Z series isn’t just well-made — it reaffirms our position as a pioneer and benchmark in the foldable phone market.”

— Hubert Lee, EVP, Samsung Electronics

Q. It’s clear you’re both really proud of the products. It must have taken a lot of work to get it out into the world.

Lee:The Galaxy Z series marked the very beginning of foldable phones. To solidify that symbolism, we knew we had to create a product that felt truly impressive to anyone who saw it. There was a shared understanding within the team that simply repeating what we had done in the past wouldn’t be enough to meet customer expectations. Change wasn’t a choice; it was a must. That’s why with the seventh models of the Galaxy Z series, we didn’t approach it as a refinement — we approached it as a redesign from the ground up. We approached it as if we were starting completely from scratch.

We design lifestyle products. To be part of people’s daily lives, portability is essential and reducing weight was key to achieving that. Our mobile R&D office put in a huge amount of effort in that respect. The nature of the hardware meant there was a certain weight we had to carry, but we kept wondering if we could make it just a little bit lighter. That led to a lot of research and testing. As it became lighter, it became thinner and the display larger, until we arrived at the sleek, modern form we had envisioned. The product you see is the result of countless hours of deliberation, passion and engineering.

Q. How did changes to the design of products affect the user interface?

Yang: Since One UI 6, we’ve been introducing a range of AI features as an AI companion. With One UI 8, we focused on meaningful productivity. We took advantage of the Galaxy Z Fold7’s large-screen form factor to enable users to easily compare original and AI-generated content side by side and move it seamlessly between apps.

Q. What are the changes to the Galaxy Z Flip7 UX?

Yang: One of the standout features of the Z Flip7 is its full-front FlexWindow. Gemini is now optimized for the FlexWindow, enabling quick and seamless interaction with AI — anytime you need it. It’s our new take on an AI companion — one that unfolds right in the palm of your hand. Notably, the form factor is such that the main camera faces you when folded, so now you can launch Gemini Live from the FlexWindow and ask about everyday things, like if your outfit is appropriate for the weather or your schedule for the day.

“We envisioned a new future with One UI 8 on the Galaxy Z Flip7 as an AI companion in your hand.”

 — Huichul Yang, VP, Samsung Electronics

* This background image has been created by generative AI (Macnific AI, Midjourney).

Q. The products come in a range of colors. Which one is your favorite?

Lee: I love them all but if I had to choose one, it would have to be Silver Shadow. It’s the most straightforward and simple one, but I think it represents Galaxy’s “Ultra Sleek, Ultra Modern” concept really well.

When customers buy premium products like the Galaxy Z Fold7, they tend to prefer values that feel timeless, so we really took that into consideration when choosing the colors for this series. We leveraged the metallic material to bring the colors to life in a way that expresses our design intent and complements the foldable form factor. One of the standout colors of this series is Blue Shadow. As you move the product around, the shine and sophistication are noticeable from all angles.

▲ (From left) Hubert Lee and Huichul Yang

Let’s Design Together!

Q. Even though you’re on different teams, you’ve been working on the same product. How did the Design and UX teams get connected?

Yang: Wallpaper design is where we really tend to collaborate closely. We work together to make sure the message the Design team wants to convey is properly communicated through the wallpaper, the face of the product. For One UI 7, we aligned the product’s corner radius with the One UI icon geometry. We’ll continue to align the GUI (Graphic user interface) with the underlying style of the product for future releases, too.

“Designing with the authentic mindset that we are all one team — this, I believe, is the most important attitude we need to break silos and grow together.”

 — Hubert Lee, EVP, Samsung Electronics

Q. How do the team members collaborate?

Lee: The Design team holds a session called Design Clinic. Group leaders and managers come together to share ongoing projects and insights. It’s not a formal meeting, but rather a relaxed gathering to share ideas over coffee and dessert. It’s an open discussion where even criticism is seen as a way to make our products better and support each other. In the MX Business’s Design team, we cover everything from smartphones and wearables to PCs, tablets, CMF (Color, material and finish) and packaging, each item with its own functions. The Design Clinic helps us gain insights from other fields or discover early-stage ideas.

Q. How do you encourage synergy between designers on the team?

Lee: I often emphasize the phrase, “Let’s Design Together.” Rather than just holding onto what they’ve been assigned, I encourage the team to think collectively about what we’re making and how we can improve it. If feedback or advice isn’t sincere, it just leads to silos between teams. Designing together as one team with an authentic, shared mindset is what I emphasize most within the organization.

Reframing the Future

Q. Aside from designers’ intuition, sensibilities and qualitative insights, do you also incorporate user testing or quantitative validation during the design planning phase?

Lee: The Design team has established a Galaxy Design principle called “Essential Design,” aimed at focusing on core value and removing unnecessary elements. It’s based on three key elements: Simple, Impactful and Emotive. We believe that when these three elements come together in harmony, they create a truly aspirational product. We use the principle and its key elements as evaluation tools during the design planning stage; through a process we call Design Analytics. We conduct evaluations with internal employees to make sure our design intent is being communicated to users effectively. We use the data and insights from this to refine current designs and even identify future products. It’s how we strengthen our design identity, and it’s an integral part of the Galaxy design process.

Q. Do you use AI in your work?

Yang: We refer to AI tools during the testing process. We’ve observed that results from AI-based virtual user testing are fairly close to tests done by recruiting actual users. This leads us to expect that AI can play a significant role in UX evaluation going forward. We’re also experimenting with AI in other ways, like testing multiple versions of motion or animation effects, or turning 2D assets into 3D or animated formats. In this way, we’re continuously learning more about how to enhance our designs with AI.

“Amid the momentum of AI, the ability to direct design will become one of the most valuable assets in making your work truly meaningful.”

 — Huichul Yang, VP, Samsung Electronics

▲ (From left) Huichul Yang and Hubert Lee

Q. The age we live in is constantly changing. What kind of mindset and vision should guide designers today?

Yang:AI is a new momentum for designers. There are more and more of us thinking about how to use AI to make our work more meaningful. I believe those who show interest in how the world is changing and make new tools their own will be the ones leading in the age of AI. Some say designers will fade away as AI advances, but I see it differently. Design direction, the ability to guide AI creations and enrich them, is bound to become even more essential.

Lee:When it comes to new devices like foldable products, we’re not designing features. We’re designing the entire experience. I believe it’s our role as designers to deeply consider why a device folds, why it unfolds and what kind of value and convenience those actions should provide. That’s because we’re not just product designers, we’re lifestyle designers, and in the end, the user is the most important part of all. We have to read the trends constantly and keep asking ourselves what users truly need. To me, design that makes their lives better is design that’s truly meaningful.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

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[1] Terms and conditions apply.

Mr. Porcini was born in Italy and holds a bachelor’s and master’s degree in Industrial Design from Politecnico di Milano in Milan, Italy. At PepsiCo, he was credited with outstanding leadership of the company’s design teams and was recognized as a leader in design innovation, contributing to product designs as well as the entire company’s design process and maximizing the brand experience.

With the addition of Mr. Porcini, Samsung Electronics plans to further strengthen its design capabilities across all business areas, including mobile, TV and home appliances.