For the third year in a row, Samsung created an exhibition for the 2013 Milan Furniture Fair demonstrating that design and technology can transform our dreams. François Confino, famed Swiss artist, collaborated with Samsung to create the ‘What a Wonderful World’ exhibition. The philosophy behind Samsung’s unique display demonstrated the extraordinary potential of the relationship between technology and digital nature. The exhibition space offered users the experience of a world where dreams become reality after interacting with digital electronics.

“Users found joy through the interactive experience. It was important for viewers to have an experience they would remember, one that left them feeling like they could change the world.”- Francois Confino

The Samsung Electronics' Exhibition was held in Super Studio; Via Tortona 27, Milano, Italy. Users began their dreamlike experience once they passed through black curtains at the entrance, confronting a large blank screen. When users held up Samsung’s Galaxy S3 to a red dot on the display, they immersed themselves in a world created by the digital displays. Transforming imagination into reality provided a new value for visitors.