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 organised 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)-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 colour, 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.

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Samsung Electronics Co., Ltd. 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.