Samsung introduces ‘Design Is an Act of Love’ exhibition at Milan Design Week 2026

Samsung Electronics has announced the launch of its ‘Design Is an Act of Love’ exhibition at Milan Design Week 2026. The event is set at the Samsung Design Open Lab located in Superstudio Più, Milan, and will be open to the public from April 20 to 26. This exhibition represents a significant step in Samsung’s design evolution, focusing on addressing changing human needs and behaviors through innovative design.

An Open Laboratory for Design Exploration

Conceptualized as an open laboratory, the exhibition invites attendees to explore Samsung’s design philosophy, providing a platform for exploration, experimentation, and discovery. Rather than presenting a definitive conclusion, the exhibition offers a snapshot of an ongoing journey, showcasing Samsung’s efforts in developing new lifestyle solutions through design.

The 12 immersive zones within the exhibition each provide a unique perspective on how design can influence everyday life. These zones are organized around the themes of Human Centricity and Expressive Design, which are central to Samsung Design’s vision.

Within these zones, creative explorations highlight ideas, possibilities, and future pathways. This approach allows Samsung Design to make its vision tangible, encouraging visitors to perceive design as an evolving, human-centered practice.

Human-Centricity and Expressive Design

Samsung Design is broadening its focus beyond user experience, placing greater emphasis on how people live and interact with their surroundings. According to Mauro Porcini, President and Chief Design Officer of the Device eXperience Division at Samsung Electronics, “Design should reflect the diversity of humanity — embracing different lifestyles, values, and ways people live. It is not only about creating products but about shaping experiences that feel relevant, personal, and meaningful in everyday life.”

Central to Samsung’s vision is a human-centered approach to AI, encapsulated in the formula AI x (EI+HI), where the technology’s true value lies in its alignment with human intention, empathy, and imagination.

While the exhibition explores new design directions, it embodies a philosophy that has guided Samsung for over three decades — focusing on people as the core of innovation. The concepts presented extend this foundation, translating it into new and evolving ways of living.

Design Is an Act of Love, With 12 Immersive Zones

The exhibition features more than 120 products across 36 categories, showcasing both design concepts and products currently available in the market.

Highlights include:

• The Welcome Show: A coordinated display experience introducing Samsung’s vision for AI as a unified system that integrates personal and shared AI across devices and environments.
• Unfold Your Story: An exploration of Galaxy’s foldable design, highlighting a spectrum of color, form, and experience that captures diverse lifestyles and new ways to live, create, and connect.
• Wearable & Culinary Intelligence: Design explorations that cater to diverse lifestyles, ranging from personal devices like wearables to connected kitchen and living environments.
• Transparent Symphony & All That Music: Immersive audio-visual zones featuring transparent speakers and screens, where diverse elements harmonize to translate analog emotion into a cohesive digital experience.
• Two Expressions of the Same Technology: Two distinct design expressions of a 130-inch Micro RGB display, demonstrating how performance and individuality can coexist.
• Artful Living: A vision of living where screens become expressive mediums of personality, culture, and emotion, realized through AI-enabled storytelling.
• The Goodbye Show: Concluding the exhibition, the shared AI companion engages visitors through natural, AI-driven interactions that foster emotional connection and presence in everyday life.

The ‘Design Is an Act of Love’ exhibition is located at Superstudio Più, Via Tortona 27, in Milan, offering 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 information, photos, and videos, visit Samsung Newsroom and Samsung Design during Milan Design Week 2026.