Samsung Electronics has announced the launch of its “Design is an Act of Love” exhibition at the Milan Design Week 2026. The exhibition is set up across 12 immersive zones within the Samsung Design Open Lab at Superstudio Più in Milan, running from April 20-26. This event represents a new phase in Samsung’s design vision, focusing on how design can adapt to changing human needs and behaviors.
An Open Laboratory for Design Exploration
The exhibition is conceived as an open laboratory, inviting visitors to explore Samsung’s design philosophy. It is a space for experimentation and discovery, offering insights into how Samsung is redefining living through design. Rather than presenting a final product, the exhibition captures a moment in an ongoing journey, providing a preview of Samsung’s future design directions.
Each of the 12 zones offers a unique perspective on how design can influence daily life. These zones are centered around Human Centricity and Expressive Design, which are key aspects of Samsung Design’s vision.
Within these zones, various creative explorations reveal ideas, possibilities, and future paths. Samsung Design aims to make its vision concrete, encouraging visitors to see design as an evolving, human-focused practice.
Human-Centricity and Expressive Design
Samsung Design is broadening its focus beyond user experience to emphasize how people live and experience everyday life. According to Mauro Porcini, President and Chief Design Officer of the Device eXperience Division at Samsung Electronics, design should reflect the diversity of humanity by embracing different lifestyles and values. It is about crafting experiences that feel relevant, personal, and meaningful. Through the Samsung Design Open Lab, the company shares how this philosophy is shaping its design approach and future living concepts.
The core of Samsung’s vision is a human-centered approach to AI, captured by the formula AI x (EI+HI), where the true value of technology lies in how it is guided by human intention, empathy, and imagination.
The exhibition explores new design directions while reflecting a philosophy that has guided Samsung for over 30 years—putting people at the heart of innovation. The showcased ideas build on this foundation, translating it into new ways of living.
Design Is an Act of Love, With 12 Immersive Zones
The exhibition features more than 120 products across 36 categories within its 12 zones, including both design concepts and market-ready products.
Highlights include:
- The Welcome Show: A display introducing Samsung’s vision for AI as a unified system across devices and environments.
- Unfold Your Story: A look at Galaxy’s foldable design, showcasing diverse lifestyles and new ways to live and connect.
- Wearable & Culinary Intelligence: Designs responding to varied lifestyles, from wearables to connected kitchen environments.
- Transparent Symphony & All That Music: Zones with transparent speakers and screens, blending music and digital experiences.
- Two Expressions of the Same Technology: Two design expressions of a 130-inch Micro RGB display, highlighting performance and individuality.
- Artful Living: Screens as expressive mediums, featuring AI-enabled storytelling through the S95H OLED TV.
- The Goodbye Show: Concluding the exhibition with AI-driven interactions and sensory performances.
The exhibition is located at Superstudio Più, Via Tortona 27, in Milan, with free entry on these 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 updates, visit Samsung Newsroom and Samsung Design during Milan Design Week 2026.
