From April 20 to 26, during the Milan Design Week 2026 in Milan, Italy, Samsung Electronics is showcasing an exhibition titled “Design is an Act of Love.” This event delves into the human aspect of technology, presenting an open lab format for experimentation and discovery. The installation demonstrates how technology can seamlessly integrate into everyday life.
Located at the Samsung Design Open Lab in Superstudio Più, the exhibition spans 12 immersive zones, each reflecting the company’s human-centric “Expressive Design” philosophy.
Samsung Newsroom captured the essence of the exhibition, which marks a new era where technology blends effortlessly into daily living.
Upon entering, visitors are greeted by The Welcome Show, an engaging synchronized performance across multiple devices, each with its own screen. This display embodies Samsung’s AI vision, uniting different intelligences, forms, and expressions to create a deeply human symphony of personal and shared AI devices.
The exhibition journey continues with Unfold Your Story, showcasing Samsung’s foldable devices in a vivid spectrum of colors that illustrate diverse lifestyles and individual identities.
In the Wearable Intelligence and Culinary Intelligence zones, Samsung highlights concepts that support physical and emotional well-being, ranging from wearables to AI-powered culinary experiences.
At the heart of the exhibition is The Forum, where discussions and video clips featuring Samsung’s design leaders are presented. Nearby, the XR Experience zone, powered by Android XR, invites visitors to expand their world through Galaxy XR.
The exhibition then transitions into two contrasting audio-visual zones. Transparent Symphony features Samsung’s transparent Micro LED displays, which dissolve physical boundaries and blend seamlessly into their surroundings.
All That Music combines speakers, screens, and audio-visual concepts, including Music Studio 5 and 7, to harmonize sound and visuals, evoking a sense of analog emotion. Across both spaces, a wide array of design languages emerges, from minimal and refined to bold, iconic, and colorful, each offering a unique interpretation of Expressive Design that reflects the diversity of Samsung’s audience.
In these environments, AI generates content that adapts to the space, music, and moment, providing everything from immersive atmospheres to informative content, and even the presence of a companion behind the scenes.
In the Two Expressions of the Same Technology zone, two design archetypes of a 130-inch Micro RGB display are showcased. Both built on the same advanced technology, they demonstrate how performance and individuality can coexist.
The Artful Living zone, designed like a gallery, features the S95H OLED TV with Music Frame+. Here, screens bring art and content to life, acting as storytellers of personality, meaning, and emotion. Beyond the screen, customizable frames allow the TV to adapt to various homes, tastes, and interior styles, celebrating the elegance of one of the thinnest OLED displays on the market and enhancing its artistic presence.
In A Glimpse of Tomorrow, visitors explore a future shaped by design and technology, reflecting Samsung’s human-centered design approach and offering a vision of what lies ahead.
The experience culminates with The Goodbye Show, where the Luna AI home device bids visitors farewell. This brief, emotional yet playful finale, characterized by its light, colorful, and unapologetically pop style, reminds visitors that technology is not only about performance but also about creating feelings, designed to surprise, connect, and leave them with warmth and a smile.
Through the “Design is an Act of Love” exhibition, Samsung offers a glimpse into its evolving design vision, emphasizing technology that serves humanity through more expressive, meaningful, and human-centered experiences.
