Samsung bets on emotions, “Design Is an Act of Love” is the exhibition to see at Milan Design Week 2026

From 20 to 26 April, the expansive spaces of the Superstudio Più in Milano host an initiative aimed at shifting the focus from the technological object to the depth of human emotion.

Samsung Electronics has chosen to present “Design Is an Act of Love”, an exhibition that aims to be a true research laboratory open to the public.

Inside the Samsung Design Open Lab, visitors are invited to embark on a journey through 12 immersive experiences, conceived to explore new modes of contemporary living in response to a world that never stops changing.

Mauro Porcini talks about Samsung’s love of design

The approach presented at Via Tortona 27 aims to capture the values and the emotional needs that characterize today’s everyday life. In this context, design is understood as a process in constant evolution, an open dialogue between the company and those who inhabit domestic and urban spaces.

Samsung’s design vision is based on the will to give concrete form to ideas, translating technological complexity into an accessible and meaningful language.

At the heart of this exploration lies an innovative formula that synthesizes the value of artificial intelligence not as an end in itself, but as a tool enhanced by sensitivity: AI x (EI Emotional Intelligence + HI Human Imagination).

According to this vision, technological progress gains real meaning only when it is driven by intention, empathy and the imaginative capacity of people.

“The design should reflect the diversity of humanity, embracing different lifestyles and values“, said Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) division of Samsung Electronics. “It’s not just about creating products, but about shaping relevant, personal, and meaningful experiences in everyday life. Through the Samsung Design Open Lab we show how this way of thinking is influencing our approach to design and the future of living“.

An itinerary through senses and technology

The exhibition journey winds through 12 thematic areas where over 120 products are showcased, divided into 36 different categories, mixing experimental prototypes with devices already on the market.

The experience begins with The Welcome Show, where artificial intelligence is presented as a harmonious and unified system, capable of connecting environments and devices smoothly. Progressing, one encounters Unfold Your Story, a section entirely dedicated to the versatility of the Galaxy lineup, where foldable design becomes a means to tell personal stories and new ways of communicating through colors and novel shapes.

The narration continues, addressing wellness and advanced home automation with the areas Wearable & Culinary Intelligence, which analyze how technology can improve domestic life and the approach to intelligent cooking.

An itinerary through senses and technology

The exhibition journey winds through 12 thematic areas where over 120 products are showcased, divided into 36 different categories, mixing experimental prototypes with devices already on the market.

The experience begins with The Welcome Show, where artificial intelligence is presented as a harmonious and unified system, capable of connecting environments and devices smoothly. Progressing, one encounters Unfold Your Story, a section entirely dedicated to the versatility of the Galaxy lineup, where foldable design becomes a means to tell personal stories and new ways of communicating through colors and novel shapes.

The narration continues, addressing wellness and advanced home automation with the areas Wearable & Culinary Intelligence, which analyze how technology can improve domestic life and the approach to intelligent cooking.

The sensory impact reaches its peak in the zones Transparent Symphony & All That Music, where transparent screens and state-of-the-art speakers create an audiovisual symphony that translates analog emotions into a coherent digital language.

Great attention is also given to visual performance with the display of two different interpretations of the 130-inch Micro RGB display, demonstrating how technological power can coexist with a strong aesthetic identity. The section Artful Living transforms the screen into an object of art and culture, capable of narrating deep stories thanks to the support of AI.

The journey concludes with The Goodbye Show, where the concept of AI Companion comes to life through natural interactions, music and lighting, leaving visitors with a sense of closeness and emotional connection that encapsulates the exhibition’s entire spirit.

The exhibition will be accessible with free admission at the following times:

• April 20: 11:00 – 21:00
• April 21: 11:00 – 16:00
• April 22: 11:00 – 17:00
• April 23–25: 11:00 – 21:00
• April 26: 11:00 – 18:00