Samsung Electronics is currently presenting its “Design is an Act of Love” exhibition at Milan Design Week 2026, offering a detailed look into how the company is rethinking design to better reflect human needs and behaviours. The showcase is taking place at Superstudio Più in Milan from April 20 to 26, with visitors invited to explore a series of immersive environments that highlight the brand’s evolving approach.

The exhibition is structured as an open laboratory, designed to encourage exploration rather than present a finalised vision. Samsung positions the space as a work in progress, offering insight into how its design philosophy continues to develop in response to changing lifestyles. Across 12 immersive zones, the company presents different perspectives on how design can influence everyday experiences, with a focus on both human-centric thinking and expressive design.

Each zone introduces a unique concept, demonstrating how products and environments can adapt to the way people live. Rather than focusing solely on functionality, the exhibition explores how design can become more personal and meaningful, reflecting a broader range of lifestyles and cultural perspectives. Samsung says this direction builds on more than 30 years of placing people at the centre of innovation, now extended through new technologies and design approaches.

Unfold Your Story zone explores Galaxy’s foldable design across a spectrum of color, form and experience.

A key theme throughout the exhibition is the role of artificial intelligence, which Samsung frames as a tool guided by human intention and creativity. The company describes its approach as combining AI with emotional and human intelligence, aiming to create experiences that feel intuitive and relevant in everyday life.

More than 120 products across 36 categories are featured throughout the space, including both conceptual designs and items already available on the market. Visitors begin with a coordinated introduction that outlines Samsung’s vision for connected AI across devices and environments, before moving through a series of themed installations.

Among the highlights is an exploration of foldable Galaxy devices, showcasing how variations in form and colour can support different ways of living and creating. Another area focuses on wearable technology and connected home environments, illustrating how devices can adapt to diverse routines. Audio-visual installations feature transparent speakers and screens, presenting a blend of technology and artistic expression.

All That Music zone features transparent speakers and screens with Music Studio 5 and 7 and a range of concept designs.

The exhibition also includes a display of a 130-inch Micro RGB screen, presented in two different design formats to demonstrate how the same technology can be interpreted in distinct ways. In another section, Samsung explores how screens can act as creative platforms within the home, using OLED display technology to bring art and content to life with enhanced visual storytelling.

Artful Living zone shows a vision of living where screens become expressive mediums of personality, culture and emotion.

The experience concludes with an interactive installation that brings together sound, light and AI-driven interaction, reinforcing the idea of technology as a companion that supports everyday living.

Located at Via Tortona 27, the exhibition offers visitors an opportunity to engage with Samsung’s design thinking in a more immersive and exploratory setting, highlighting how the company is shaping future living through a combination of technology, creativity and human insight.