Promotion: consumer electronics brand Samsung explores human-centred design through twelve immersive spaces at Milan design week 2026.
Named “Design is an Act of Love”, the series of spaces at Superstudio Più takes the form of an open lab for design experiments, inviting visitors to observe how “the human side of tech” can have a meaningful presence in everyday life.
Speaking to Dezeen, Samsung Electronics chief design officer Mauro Porcini said, “We are living in an era of powerful contrasts – one of the most complex and transformative moments in human history.”
“It is also a cultural turning point, where the question is no longer just what we can build, but why we build it, and for whom.”
Visitors to the exhibition are introduced to Design is an Act of Love with The Welcome Show, which presents Samsung’s vision of AI.
The one-minute show features a “symphony” of personal and shared AI devices that combine to demonstrate the harmony of collaboration.
Together, they connect a range of devices and experiences into “a seamless flow, diverse, expressive, distinct, yet perfectly synchronised”.
The exhibition continues to its second space, an exhibit named Unfold Your Story.
Here, Samsung presents a new dimension of experience. The colour spectrum of foldable mobile phones intends to highlight both the form and experience of its products, reflecting the richness of diverse lifestyles.
This zone explores design as a medium for self-expression, highlighting how technology adapts to individual identity rather than defining it.
From here, visitors move to the Wearable and Culinary Intelligence space, where the brand demonstrates how its vision impacts lived experience.
Samsung showcases numerous conceptual products, showcasing how technology can act as a companion supporting physical and mental wellbeing, as well as emotional pleasure.
The Forum – a space for talks, discussion and dialogue – sits at the centre of the exhibition.
Next to it, the XR Experience space serves as a demo zone for Galaxy XR, inviting visitors to go “beyond observation and expand the world they live in”.
Here, Samsung explained that design is explored not as a finished statement, but as an ongoing exchange shaped by collective perspectives.
According to Samsung, the next two spaces are among the exhibition’s most immersive spaces.
They are two contrasting audio-visual environments exploring the possibilities of audio technology with a series of visual sound device concepts.
Transparent Symphony features Samsung’s transparent Micro LED displays, which offer freedom from physical boundaries. The displays intend to blend seamlessly into their surroundings, creating a refined, immersive visual experience.
In All That Music, a song is played through “emotionally expressive speakers and screens”, including Music Studio 5 and 7, alongside a range of concept devices.
Visuals appear in sync with the music, translating an analogue experience into a digital one while preserving its emotional quality.
Then, in Two Expressions of the Same Technology space, two design archetypes of a 130-inch Micro RGB display are presented, built on the same breakthrough technology. They showcase distinct design expressions, demonstrating how “performance and individuality can coexist”.
This space leads to the Artful Living exhibit. According to Samsung, this is reminiscent of a gallery and features the Samsung S95H OLED TV.
Here, Samsung explained that design becomes expressive, technology more personal and screens act as storytellers-reflecting personality, meaning and emotion.
The final part of the main exhibition is named Glimpse of Tomorrow, which shows a preview of what people can expect in the future. It reflects on how design and technology will evolve, while not giving definitive answers.
The experience concludes with the aptly named Goodbye Show, which echoes the messaging of the introduction show.
Porcini said he hopes that visitors to the exhibition will leave with an understanding of how technology can be more human,”[I hope people gain] a sense that technology can be more human, supporting well-being, creativity, and identity,” he said.
“We hope people leave inspired, seeing how design can enrich everyday life, seamlessly blending into our existence, sometimes in a subtle way, sometimes with a strong iconic presence.”
To learn more about the exhibition, visit Samsung’s website.
Design is an Act of Love by Samsung takes place from 20 to 26 April at Superstudio Più, Via Tortona 27, 20144 Milan, Italy. Milan design week takes place from 20 to 26 April. See Dezeen Events Guide for an up-to-date list of architecture and design events taking place around the world.
