The exhibition celebrates a human-centered design vision rooted in a deep understanding of and care for people. Visitors experienced 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 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 Artificial Intelligence (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 a sleek metal bezel that mounts the TV flush to the wall and creates a floating effect. 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 took place from Sept. 1-6 at Dongdaemun Design Plaza (DDP) in Seoul. On Sept 03, the Chief Design Officer is expected to take part in a discussion to share his perspectives on Samsung’s design vision.