‘24 Milan: Newfound Equilibrium

April 16, 2024

Samsung Electronics at 2024 Milan Design Week: A Visionary Design Exhibition

Milan Design Week 2024 Part 2

Abstract digital artwork with surreal colors and shapes, featuring a large opaque reflective orb, a floating rock with a jagged surface, and spheres with a soft texture arranged in a barren desert-like landscape.

Intro: Samsung Electronics' design exhibition at Le Cavalerize at the Leonardo da Vinci National Museum of Science and Technology in Milan, Italy

A panoramic picture of Le Cavallerizze, the exhibition site of Design Samsung Milan

Nestled within the prestigious Leonardo da Vince National Museum of Science and Technology, the exhibition venue, Le Cavallerizze, is reimagined through an architectural project seamlessly blending historical context and modern design. Sunlight pours through the arched windows, and rows of rooms uniform in size, high ceilings, and rough-wall finishes combine the character of 16th-century stables with modern architecture, for a magnificent yet warm feel.

The dreamy scent of hibiscus welcomes you into a place where coziness meets sophistication, launching the audience on a sensory journey, and blurring the boundaries between the virtual and the physical.

Samsung Design, with its continuous commitment to human-centered innovation, is proudly showcasing at Milan Design Week 2024. Inspired by Samsung Design’s Essential ･ Innovative ･ Harmonious identity, this exhibition invites the audience into a world of infinite possibilities, presenting a digital realm of harmony between humans and technology.

Section 1: 'Essential' - The beginning of Samsung Electronics' design exhibition at Milan Design Week 2024

Essential

The First Step of a New Journey

Transparent curtains create a hallway and the colorful light behind it is the image of a diameter inside a cube

The Foundation of
a Collaborative Future

After walking past soft, translucent panels, the audience enter the first exhibition space, <Essential>, and encounter five translucent cubes. Inside each cube, there are freely moving, irregular forms of light that appear to float through space. The rhythmic movement of the cubes in time to music symbolizes the essential building blocks of our human thoughts and existence, our emotions, and our pursuit of the future. A new journey begins, envisioning a radiant future expressed by a kaleidoscope of lights, and drawing inspiration from the essential.

A white woman is looking at a glowing art installation that displays vibrant colors.

Close-up of a glowing pink cube on a pedestal with a softly lit, colorful cube in the background, part of an art installation with a focus on light and color

Section 2: 'Innovative' - Human and technology interact at Samsung's design exhibition at 24th Milan Design Week.

Innovative

Delving into New Realms of Discovery

Visitors walking through an art exhibit featuring large, freestanding panels displaying vibrant abstract imagery, with arched windows in a room with exposed brick walls

Unearthing Potential
to Shape Tomorrow

In <Innovative>, the objects that were free-floating in the cubes transition to a 98-inch large display. They’re reborn as forms with a new sense of vitality when they meet motion-sensor technology. As the audience moves towards the screens, the essential objects appear clearly. If the audience moves away, they respond by blurring and fading again. From solid and intense textures to soft and fluffy ones, the forms take on new life as they interact with the audience, moving across the displays to create a whole landscape. Through the interaction between humans and technology, the audience gradually discovers the emerging contours of a positive, hopeful future.

glowing art installation that displays vibrant colors.

Section 3: 'Harmonious' - A world where people and technology coexist at Samsung Electronics Design Exhibition

An image of a translucent sphere floating on a calm water surface illuminated by dusk, with a red texture, and the text

Harmonious

Expand into an Enchanting New Existence

a view of the surreal scenery behind three arched windows

Coexistence
in a Serene Landscape

In the third space, <Harmonious>, the future stretches beyond the windows of the exhibition hall. Fundamental values comprising a bright future become various forms, revealed through the grand LED displays installed outside. These diverse forms pique the audience’s curiosity, knocking on the windows from time to time.

The audience simultaneously experiences the reality where they stand and a fragment of hyper-reality unfolding beyond the window, finding themselves in an all-inclusive future where humans and technology naturally collaborate, considering everything and everyone. Transcending a mere visual experience, this harmonious interaction with technology invites us to more vividly experience the future that lies ahead.

The three objects that symbolize the exhibition, a stone, a yellow sphere, and a purple donut, move with the scroll.

Section 4: 'Infinite Dreram' - Samsung's surreal world of endless possibilities

There is a door on a huge yellow wall, and purple light is leaking out. A young woman is walking toward the door.

Infinite Dream

Submerge into an Enchanted Universe

A person stands observing a large-scale, immersive art installation with surreal landscapes projected on walls and panels, creating an otherworldly atmosphere

Where Reality and Fantasy
Become One

Following the light from the entrance, the audience is invited to discover the new future from Samsung Design, <Infinite Dream>. Upon entering, an overwhelming landscape that transcends reality unfolds before them, ushering a new dimension into the experience. In a semi-circular space completed by a large projection, four different-sized displays, and mirrors, the audience is instantly immersed in <Infinite Dream>.

In this space, where familiarity and fantasy coexist, the audience admires landscapes unfolding like panoramas, and reencounter the shapes they discovered in <Essential>, interacted with in <Innovative>, and experienced in <Harmonious>. Taking in the surreal landscape where all kinds of forms dance on the water and shine bright even as the sun goes down, the audience witnesses the perfect balance of everything they’ve discovered and seen working together during the exhibition. The infinite possibilities that emerge at the moment the boundaries between the virtual and the physical collapse fuel our anticipation of the bright future created by Samsung Design.

Artwork featuring a geometric arch structure and shimmering sphere floating in an imaginative landscape under a reddish twilight, accompanied by lush spheres with red and purple textures.

A woman with a ponytail stands with her back to the viewer, engrossed in a projected display of a vivid, dreamlike desert landscape — Serene and dreamy image with a vertical oval-shaped object gleaming with reflected light at the center, surrounded by pink flora and gentle sand dunes in an imaginative landscape.

Serene and dreamy image with a vertical oval-shaped object gleaming with reflected light at the center, surrounded by pink flora and gentle sand dunes in an imaginative landscape.

Section 5: 'New Dawning' - a showcase of Samsung's collaboration with European artisans

Bespoke of the same material as the pillar is placed inside the huge pillar sculpture, and two young men and women are walking between the pillars, respectively

New Dawning

Picturing Beyond the Present

Awakening Balance
in the Real World

After experiencing the space rooted in the surreal and heading back, the audience finds themselves in <New Dawning>, a space that returns them to the real world. Here, at the end of the journey, stands giant totems of the Bespoke, created in collaboration with the human craftsmanship of ceramic masters MUTINA and wood veneer wizards ALPI. The journey culminates in a harmonious display of coexistence, where the excellence of technology and the authenticity of traditional craftsmanship interweave. This fusion foretells the newfound equilibrium of all that Samsung Design brings to life today, and the creations that beckon at our horizons.

A white woman sits on a stool and observes a Bespoke sculpture in an understated color

Close-up of a hand with slender fingers opening a black, modern cabinet door, with a textured white wall in the background casting a soft shadow

Close-up of an open palm gesture where a hand in black sleeves posed to close a textured dark gray Bespoke door.

Conclusion: The Positive Future Crafted by Samsung's New Design Direction

In our rapidly changing world shaped by groundbreaking technology, Samsung Design ultimately aims to foster harmonious coexistence between humans and technology. Through essential, innovative, and harmonious moments, followed by a world of infinite possibilities and the present, we can look forward to a collaborative future Samsung Design is sculpting with a new design identity.