Samsung Unveils ‘Design Is an Act of Love’ Exhibition at Milan Design Week 2026 Samsung Electronics announced the opening of its “Design is an Act of Love” exhibition at Milan Design Week 2026. Structured across 12 immersive zones in the Samsung Design Open Lab at Superstudio Più in Milan from April 20-26, the exhibition marks a new chapter in the company’s evolving design vision by offering perspectives on how design can respond to evolving human needs and behaviors. An Open Laboratory for Design Exploration Conceived as an open laboratory, the exhibition welcomes visitors to Samsung’s design approach, offering a space of exploration, experimentation and discovery. Rather than a finished statement, the exhibition reflects a moment within an ongoing journey, offering an early glimpse into how Samsung is shaping new ways of living through design. Each of the 12 immersive zones presents a distinct exploration of how design can shape everyday life. The zones are organized around the key experience dimensions of Human Centricity and Expressive Design, which serve as the first touchpoint in showcasing Samsung Design’s vision. Within these zones, a series of creative explorations illustrates ideas, possibilities and future directions. Through this approach, Samsung Design is making its vision tangible, inviting visitors to engage with design as an evolving, human-centered practice. Human-Centricity and Expressive Design Samsung Design is expanding its approach beyond user experience, with a greater focus on how people live and experience everyday life. The exhibition hall consists of 12 immersive spaces. They include an art wall that visualises lifestyles using Galaxy foldable phones, a kitchen experience area showing connections between mobile devices and home appliances, and an auditorium offering XR experiences. Samsung Electronics adopted an approach that presents its AI vision through a spatial composition in which various devices are in harmony. Visitors also showed interest in an audio immersive exhibition space that expresses analogue sensibilities digitally through transparent speakers and screens, a space that expresses individuality and diversity using an OLED TV (S95H), and an artistic living room space built around a micro RGB TV. The exhibition was designed to move away from a simple product display and instead present usage scenarios by space, the company said. Design Philosophy for the AI Era Samsung Electronics unveiled its design philosophy for the AI era at Milan Design Week 2026. The concept is that AI’s true value is amplified when combined with empathy and imagination, and human intention. Samsung Electronics introduced a new design formula, “AI X (EI+HI),” combining the human-centric design philosophy it has stressed with AI-era lifestyles. The exhibition marks a new chapter in the company’s evolving design vision by offering perspectives on how design can respond to evolving human needs and behaviors. Samsung Electronics showcased about 120 design assets, including experimental future concepts and its latest products. Mauro Porcini (마우로 포르치니), president and chief design officer of Samsung Electronics’ DX Division, said, “Design should reflect people’s diversity and embrace different lifestyles and values.” Samsung Design’s Milan 2026 AI Sphere Lifts Its Face Like It’s Alive At Milan Design Week 2026, Samsung Design’s Open Lab unveiled the AI Companion, a small spherical robot designed to perceive less like a gadget and more like a genuine presence. The concept frames these companions as friends that “understand you and grow with you,” bringing delight and warmth to daily life rather than simply waiting for the next voice prompt. The AI Companion’s form is its first deliberate statement. It’s a near-perfect orb, compact and smooth, with a presence that feels more like a creature than a consumer device. There are no sharp edges, glowing rings, or intake vents, none of the usual signals of smart home hardware. What it has instead is a small circular screen that reads as expressive eyes, giving it a quiet, almost attentive quality. That face is where the design becomes truly surprising. The upper section of the sphere lifts open, almost like a creature raising its head, to reveal a compact projector tucked inside. It’s a small mechanical gesture that carries outsized meaning. The transition from sealed orb to open, projecting device doesn’t feel like pressing a button; it feels like watching something wake up and decide to share a moment with you. With that projector now exposed, the AI Companion can cast games, animations, and interactive content directly onto the surface in front of it. The experience shifts from a one-on-one interaction to something more communal, turning a tabletop into a small shared stage. Samsung Showcases Project Luna, a Concept AI Companion, at MDW 2026 Samsung showcased Project Luna at Milan Design Week 2026, a new AI companion concept that moves between devices and redefines smart home AI. Project Luna represents Samsung’s exploration into creating seamless, context-aware AI experiences that adapt to users’ needs across different environments and devices. The exhibition at Milan Design Week 2026 demonstrates Samsung’s commitment to human-centered design in the AI era, focusing on creating technology that enhances human experiences rather than replacing them. By presenting design as an evolving practice rooted in empathy and imagination, Samsung aims to shape new ways of living through thoughtful innovation.
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