'26 Milan: Design is an act of love – Milan Design Week 2026 Part 2

Milan Design Week 2026 Part 2 ‘26 Milan: Design is an act of love April 20, 2026

Branding Campaign Exhibition

Poster for the 2026 Milan Design Week exhibition, showcasing concept products and future design to build anticipation.

Design
is an
act
of love

At Milan Design Week, we bring Samsung’s new design strategy to life through a series of conceptual explorations and experiments, alongside selected commercial products that signal the direction ahead.
Together, they form an open laboratory of ideas—where present and future meet, and where design becomes a lens to imagine new relationships between people and technology.

At the core of this vision is a simple belief: technology must be human-centered.
It should protect human dignity, strengthen human connection, and amplify human potential—helping people live longer, better, louder, and more.
Technology is not the end; it is the means. The end is people.

In this context, Artificial Intelligence plays a defining role.
Through our approach, AI × (EI + HI), Artificial Intelligence is shaped by Emotional Intelligence and Human Imagination, and in turn amplifies them—enabling more meaningful connections, richer creativity, and more intuitive, adaptive experiences.

This vision drives a fundamental evolution in design.
We move beyond the modernist principle of form follows function toward a new paradigm: form and function follow meaning.
Design is no longer just about efficiency or aesthetics—it becomes the expression of purpose, identity, and relevance in people’s lives.

From this emerges Expressive Design—a design approach that reflects human diversity and individuality.
It is grounded in functional relevance, ensuring clarity and usefulness; in distinctiveness, creating recognizable and differentiated identities; and in emotional impact, both through aesthetics and through intelligent, delightful interactions.
Technology becomes more than a tool: it becomes personal, adaptive, and
expressive—an extension of who we are.

The Welcome Show

Welcome!
It all begins here. Project Luna and the Galaxy Z TriFold introduce two dimensions of Samsung’s AI vision: Shared AI and Personal AI. Together, they connect devices and experiences into a seamless flow—diverse, expressive, and distinct, yet perfectly synchronized.
This opening moment is a metaphor for our vision of AI: when different intelligences, forms, and expressions come together, technology can create something deeply human.
This is what we call the Human Side of Technology.

Unfold Your Story

The expressive color spectrum embodies diverse lifestyles. Each foldable captures unique stories, emotions, and moments, reflecting the humanity we all share.
As a pioneer in foldable technology, Samsung continues to explore a full spectrum of mobile experiences, each designed for how we live, create, and connect.

*Select works incorporate Al within the creative process, across image, video, and sound.

Wearable Intelligence

Meet your AI avatar
Your AI avatar shares gentle guidance on health, nutrition, style, and mindfulness in the language of empathy. Drawing from insights generated by wearables and AI — both in real time and across the history of your life, everyday data becomes meaningful stories that help people live better.
Understand your everyday
What you wear and carry quietly learns from you. Your daily rhythms become meaningful insights, guiding you to better choices without interrupting the flow of your life.
Practice self-care with your companion
Your reflection becomes the starting point of care.
Around you, connected companions share the same wellness
moments. It feels better when we’re together.

Culinary Intelligence

Experience connected dining
This dining space responds to each person’s tastes and rhythm, whether you are dining alone or sharing with others.
Devices offer both practical guidance on nutrition, ingredients, and preparation, while shaping the atmosphere, mood, and shared experience. Individual data connects within the space, allowing it to naturally expand into a collective environment.
Dining becines personal, yet richer when shared.

The Forum: Central stage for dialogue and exchange around design philosophy and future direction

The Forum : Design Talk

At the heart of the exhibition stands a large stage. This is where conversations happen. Panels, talks, and discussions bring our design philosophy to life.
Designers speak to designers. Not to sell products, but to share values, ideas, and direction.
Behind them, a large screen communicates the philosophy:
Humanity at the center. Live longer, better, loud, and on.
AI × (EI + HI).
Expressive design.
Form & Function Follow Meaning.
This is where the exhibition becomes a call to action.

Transparent Symphony

Imagine a transparent symphony
Samsung Transparent MLED display products explore a new way for displays to exist in our everyday spaces. With its glass-like transparency and exceptional clarity, images, information, and music appear as if floating in the air—without blocking what lies behind. A series of experimental concepts imagine this future technology as living art, immersive music experiences, and subtle sources of information. A future where displays are no longer just devices, but quiet companions within our spaces.

All that Music

See it, hear it, feel it
Samsung’s new Music Studio 5 and 7, together with experimental visual audio concepts, bring music into everyday life. Enabled by AI, they don’t just play sound, they show it, share it, and respond to the people around them.
Music becomes something you see, hear, and experience together.

*Select works incorporate Al within the creative process, across image, video, and sound.

Artful Living: Lifestyle experience where displays become part of art and living space.

Two expressions of the same technology

The 130-inch Micro RGB display explores two individual design expressions with the same breakthrough performance, showing technology and individuality can coexist.
As TVs grow in scale and visual precision, they evolve beyond objects in a space, becoming architectural elements and windows to new worlds.
Enhanced by AI, the screen becomes more than a display as it transforms into a living interface—one you can interact with, explore, and experience in new ways.

A TV showcasing various artworks blends naturally into the space, reflecting diverse lifestyles.

Artful Living

Turn your space into a gallery
The Samsung S95H
OLED TV presents Van Gogh artworks from different periods, while a connected
Music Frame+ appears as a digital docent, sharing stories and insights.
Customizable
frames allow screens to be part of your home’s aesthetics, reflecting diverse tastes and lifestyles.

*Select works incorporate Al within the creative process, across image, video, and sound.

Glimpse of Tomorrow

Future technology may become more personal, intuitive and human
This exhibition explored Samsung’s philosophy of putting technology at the service of humanity through a series of design experiments. We imagined how technology in the near future. integrates naturally into the spaces and rhythms of everyday life.
And it is only the beginning.
Our vision for our technology is to support different dimensions of people’s lives:
Live Longer by caring for their health, wellbeing, and safety.
Live Better by using AI and robotics to free their time to do what matters most.
Live Loud by empowering creativity and self-expression.
Live On by preserving memories, and the relationships shaping our lives.
These are not final answers but glimpses of possibilities. We invite you to imagine how the future might feel.

The Goodbye Show

Not an end, it’s a new beginning
Project Luna returns to say goodbye with a playful performance that delightfully imagines a future where AI companions understand our daily lives and interact with us in expressive and humanistic ways.

Tap the image to learn more about the exhibition

Across these exhibits, we explore how products, systems, and experiences can seamlessly integrate into everyday life while remaining meaningful, emotional, and uniquely human.
The products and concepts presented here translate this vision into the near future, while the experience concludes with a glimpse further ahead—offering a perspective on how we may interact with technology in the next 10 to 15 years.

This is our journey to tame technology in the service of humanity—transforming innovation into something people don’t just use, but connect with, express through, and ultimately love.

Exhibition Walkthrough

The Welcome Show

Culinary Intelligence

The Luna Show video closing the exhibition.

Glimpse of Tomorrow

A video showing a future where more human and intuitive technology blends naturally into everyday life.

*Some products shown are early design explorations and have not been released to the market. There are currently no plans for commercial release.