[Photo] Inside Samsung’s ‘Design Is an Act of Love’ Exhibition at Milan Design Week 2026

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 Welcome Show

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

▲ Unfold Your Story zone

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.

▲ (From top to bottom) Wearable Intelligence and Culinary Intelligence zones

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.

▲ XR Experience zone

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 informati