From April 20 to 26 at Milan Design Week 2026 in Milan, Italy, Samsung Electronics is hosting “Design is an Act of Love,” an exhibition exploring the human side of technology. Presented as an open lab for experimentation and discovery, the installation reveals how technology can integrate meaningfully into everyday life.

Spanning 12 immersive zones at the Samsung Design Open Lab in Superstudio Più, the space embodies the company’s human-centric “Expressive Design” approach.

Samsung Newsroom captured how the exhibition signals a new chapter — where technology blends seamlessly into daily life.

Upon entry, The Welcome Show engages visitors with a synchronized performance across multiple devices — each paired with its own screen — reflecting Samsung’s AI vision. Uniting different intelligences, forms and expressions, the display creates a deeply human symphony of personal and shared AI devices.

The journey continues with Unfold Your Story, where an expressive spectrum of color across Samsung’s foldables illustrate diverse lifestyles and individual identities.

In the Wearable Intelligence and Culinary Intelligence zones, the company highlights concepts supporting physical and emotional well-being — from wearables to AI-powered culinary experiences.

At the center of the exhibition, The Forum hosts discussions alongside video clips highlighting the perspectives of Samsung’s design leaders. Nearby, the XR Experience zone — powered by Android XR — invites visitors to expand their world through Galaxy XR.

The exhibition then unfolds into two contrasting audio-visual zones. Transparent Symphony features Samsung’s transparent Micro LED displays, dissolving physical boundaries and blending seamlessly into the environment.

All That Music brings together speakers, screens and audio-visual concepts — including Music Studio 5 and 7 — where sound and visuals come together in harmony, evoking a sense of analog emotion. Across both spaces, a full spectrum of design languages emerges — from minimal and refined to bold, iconic and colorful — each offering a different interpretation of Expressive Design, reflecting the diversity of the people Samsung designs for.

In both environments, AI generates content that adapts to the space, the music and the moment, offering everything from immersive atmospheres to information, and even the presence of a companion behind the scenes.

In Two Expressions of the Same Technology, two design archetypes of a 130-inch Micro RGB display are presented. Built on the same breakthrough technology, they show how performance and individuality can coexist.

Artful Living, conceived like a gallery, features the S95H OLED TV with Music Frame+. Here, screens bring art and content to life as storytellers of personality, meaning and emotion. Beyond the screen, customizable frames can transform the TV to adapt to different homes, tastes and interior styles — celebrating the beauty of one of the thinnest OLED displays on the market and enhancing its floating, artistic presence.

In A Glimpse of Tomorrow, visitors explore a future shaped by design and technology. The zone reflects Samsung’s human-centered design approach, offering a sense of what lies ahead.

The experience concludes with The Goodbye Show, where Project Luna AI home device greets visitors one last time. This short, emotional yet playful finale — light, colorful and unapologetically pop — doesn’t take itself too seriously. It reminds visitors that technology is not just about performance, but about feeling — designed to surprise, connect and leave them with warmth and a smile.

Through Design is an Act of Love, Samsung provides a glimpse into its evolving design vision — placing technology in service of humanity through more expressive, meaningful and human-centered experiences.