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Samsung × POLI.design: Part 2 Design is act of love: Artworks October 28, 2026
Branding Campaign Exhibition
Inside a black-and-white wavy frame, the black rounded center of the Music Studio 5 is shown. Blue lines extend outward in layered arches.

What stays with us is not function alone, but the humanistic warmth it carries. A familiar touch, a moment that lingers, the quiet rituals of everyday life. What remains in our memories is never technology itself, but the warmth of people and the traces of life they leave behind.

This project is an invitation to see technology not through the lens of functionality, but through the lens of human emotion and experience. We believe that, at its core, ‘Design is an act of love’.

It begins with understanding people, observing the way they live, and caring deeply about the moments that shape their everyday lives. Great design starts with that intention. This is also how Samsung approaches AI.

Artificial Intelligence is not here to replace people. It is a tool that amplifies Emotional Intelligence (EI) and Human Imagination (HI). Empathy, cultural understanding, intuition, and creativity are what give AI its direction. Ultimately, what makes AI-generated outcomes original and meaningful is our humanity. This exhibition presents 14 works born from that belief.

Each of the 14 Italian artists expresses their own Act of Love through a unique creative voice. While every work begins with the artist's own sensibility and imagination, AI becomes a collaborator that expands those ideas into richer and more expressive forms.

The *S95H allows viewers to experience the artwork in a way that reflects the artist’s original expression—unobstructed by reflection, uncompromised by distortion. Through its display, the artist's every intention unfolds: the subtle textures, the careful choice of color, and yes, even the weight of a single shade of black. The technology becomes invisible; only the human vision remains.

At the same time, S95H goes beyond the screen to shape the space around it. While carrying forward the minimalist evolution of TV design, its Float Layer Design transforms the TV into an expressive design object that naturally inhabits the space.

Inspired by the 14 Italian artists' works, the creatively designed frames become more than functional structures. They introduce a distinctive presence within the environment, while the TV itself coexists with the artwork as an expressive design that reflects diverse lifestyles and personal sensibilities.

Within this project, analog and digital, intuition and algorithms, art and technology do not replace one another. Instead, they connect, influence one another, and create new experiences together.

Innovation does not begin with better technology alone. It begins with a deeper understanding of people and a warmer care for their lives. Through this exhibition, Samsung invites us to consider the possibility that innovation, too, can be an ‘act of love’.

*Images in this content are for illustrative purposes only and may differ from the actual product. Product specifications and model names may vary by country, region, model, and carrier. S95H is the global model name; the model is available as SH95 in Korea.

Design is
an act of love

AI + (EI + HI) - 2026 Samsung Design Artist Collaboration

Two white Galaxy Buds4 Pro wireless earbuds float inside a horizontal frame wrapped in dark blue fabric. They are surrounded by blue and white folded fabrics and soft, rounded forms.
An OLED S95H TV with a black screen sits inside a brown speckled frame. On the screen, a shiny golden deer curls up asleep in a pale-blue space bordered by pink flowers.
Inside a black and gray frame, a Bespoke AI Refrigerator Family Hub stands in a star-filled outer space scene. Colorful round planets with faces float around it, while a small character in a blue spacesuit appears on the refrigerator’s screen.
Inside a white frame, the Bespoke AI Steam Ultra robot vacuum appears as a silver circular form at the center of the screen. Large blue and black circles and curves overlap against an orange background.
Inside a red frame, The Serif is centered on a pink screen. Blue rings and curved forms, along with pink cloud-like shapes, circles, and rectangles, are projected onto the screen or float around The Serif.
Inside a frame of repeating gold square tiles, a Galaxy XR is centered. Against the black background, stars, colorful dots, small horses, shapes, and white text circle around the Galaxy XR.
Inside a brown metal frame, a circular plaza resembling the round face of a Galaxy Watch is seen from above. Blue basketball courts sit symmetrically on either side, with tiny people moving across them.
A screen with blue and silver light fills a light beige woven frame. At its center, a Galaxy Z Fold8 opens like a book, displaying a grid of small images of nature, cities, and people.
Inside a brown wood-grain frame, a partially open Galaxy Book6 Ultra is shown. Black stems and leaves grow across its black-and-white screen and keyboard, with round black fruit-like shapes floating above.
Inside a purple gear-shaped frame, colorful clothes and characters move among blue clouds and hangers. At the center, a Bespoke AI Laundry Combo appears as a washing machine character with its round door open like a mouth, surrounded by pink and green characters with long arms and legs.
Inside a black patterned frame, The Movingstyle, a movable screen on a white stand, is shown. Its screen depicts red and black curving forms and small creatures on a pink-and-blue checkerboard planet.
A horizontal The Frame Pro sits within a light gray frame. Against a red background, the screen shows a black rectangle edged in silver decoration beside a purple rectangle bordered with small yellow smiley-face toys.
Inside a frame of layered pink bars, the Infinite AI Air Purifier appears at the center in place of a hiker’s head. Wearing an orange top and a backpack, the smiling hiker stands amid mountains, clouds, and a blue sky.
Inside a black-and-white wavy frame, the black rounded center of the Music Studio 5 is shown. Blue lines extend outward in layered arches.
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What Sound Feels Like

Alessandro Gomiero

This artwork explores a synesthetic experience of sound as touch through the Galaxy Buds4 Pro. Different qualities of sound take shape as distinct materials and textures, emerging around Galaxy Buds4 Pro and unfolding in slow concentric waves that spread outward. The Galaxy Buds4 Pro gradually adopt the colours and surfaces of their surroundings, creating a landscape where product and sound become part of the same material. These organic transformations evoke the intimacy of listening deeply, away from external noise, suggesting that technology can become a sensory medium through which we feel the world more keenly.

*Contains an AI-generated image with edits

Two white Galaxy Buds4 Pro wireless earbuds float inside a horizontal frame wrapped in dark blue fabric. They are surrounded by blue and white folded fabrics and soft, rounded forms.
Two white Galaxy Buds4 Pro wireless earbuds float inside a horizontal frame wrapped in dark blue fabric. They are surrounded by blue and white folded fabrics and soft, rounded forms.

Alessandro Gomiero

Instagram - @mistaman_ai

Alessandro Gomiero is a Milan-based motion designer and an AI artist. Also known as Mistaman in the Italian hip hop scene, he brings a musician’s sense of rhythm and sound to his visual work. From immersive installations to generative audiovisual works, his practice explores how artificial intelligence, motion design and digital culture can transform emerging technologies into poetic, human-centred visual experiences.

Thumbnail for an artist interview introducing What Sound Feels Like by Alessandro Gomiero.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

MADE BY THE INSIDE

Alex Valentina

Featuring Bambi resting comfortably within a transforming S95H TV frame, this work interprets “Acts of Love” as the act of embracing, protecting and adapting to another. The contrast between the frame’s fluid transformation and the stability of the world within visualises the relationship between a space that holds and the life that inhabits it. The TV gently embraces Bambi like a sanctuary, demonstrating how it is shaped by the spaces we inhabit and the environments that surround us.

An OLED S95H TV with a black screen sits inside a brown speckled frame. On the screen, a shiny golden deer curls up asleep in a pale-blue space bordered by pink flowers.
An OLED S95H TV with a black screen sits inside a brown speckled frame. On the screen, a shiny golden deer curls up asleep in a pale-blue space bordered by pink flowers.

Alex Valentina

Instagram - @alexvxvxvxvx

Alex Valentina is a visual artist and designer whose practice unfolds at the intersection of nature, imagination and technology. Blending 3D art with photography, he creates worlds populated by fluid forms, unexpected materials and enchanting creatures. His work brings physical and digital processes together, allowing each to shape and expand the other.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

OUTTA SPACE

BRUTTO

This artwork follows Little Brutto as he travels by rocket among colourful planets, discovering beauty throughout the universe. Planets of different colours and forms, linked by Brutto’s journey, create a world where multiculturalism and diversity coexist. The work interprets “Acts of Love” as approaching unfamiliar worlds with curiosity and embracing differences with respect. Brutto’s adventure suggests that new encounters broaden our perspectives and help us discover the unique beauty in each world.

Inside a black and gray frame, a Bespoke AI Refrigerator Family Hub stands in a star-filled outer space scene. Colorful round planets with faces float around it, while a small character in a blue spacesuit appears on the refrigerator’s screen.
Inside a black and gray frame, a Bespoke AI Refrigerator Family Hub stands in a star-filled outer space scene. Colorful round planets with faces float around it, while a small character in a blue spacesuit appears on the refrigerator’s screen.

BRUTTO

Instagram - @brutto.studio

BRUTTO is an independent design studio working across branding, graphics, product design and spatial installations, with bold colours and humour at the heart of its practice. Founded by Marco Oggian and Samuel Canay in Oleiros, Spain, the studio playfully reinterprets familiar ideas through its distinctive colour palette, making design accessible to more people in everyday life.

Thumbnail for an artist interview introducing OUTTA SPACE by BRUTTO.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

Clearings

SUGO DESIGN

Inspired by Samsung’s design philosophy, “Design is an act of love,” this artwork reinterprets the robot vacuum’s everyday movements of care as a creative act. As dust is removed, images emerge, and its path becomes lines and marks that form a drawing on the floor. Cleaning becomes an expressive gesture, revealing how small acts of caring for a space can create beauty and give form to love.

*Contains an AI-generated image with edits

Inside a white frame, the Bespoke AI Steam Ultra robot vacuum appears as a silver circular form at the center of the screen. Large blue and black circles and curves overlap against an orange background.
Inside a white frame, the Bespoke AI Steam Ultra robot vacuum appears as a silver circular form at the center of the screen. Large blue and black circles and curves overlap against an orange background.

SUGO DESIGN

Instagram - @sugodesigntv

SUGO Design is a Milan-based creative studio founded in 2006, specializing in motion design, video production, and live visual experiences. Combining creative direction with advanced real-time technology, the studio transforms the identities of artists and brands into immersive stage languages for concerts, international tours, festivals and large-scale events.

Thumbnail for an artist interview introducing Clearings by SUGO DESIGN.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

HELLO OBJECTS

Caffè Design

Through a playful chain reaction unfolding in the world of Caffè Design, this artwork explores how The Serif relates to its surroundings. A freely moving sphere travels between the screen and the space beyond it, waking up Yeti in a lively animation. Continuous movement in 3D visualises the connection between physical space and the digital world. The Serif’s iconic “I”-shaped silhouette becomes part of the composition, acting as a bridge between the two worlds. The work reinterprets “Acts of Love” as living in harmony with those around us and approaching one another with a witty attitude.

Inside a red frame, The Serif is centered on a pink screen. Blue rings and curved forms, along with pink cloud-like shapes, circles, and rectangles, are projected onto the screen or float around The Serif.
Inside a red frame, The Serif is centered on a pink screen. Blue rings and curved forms, along with pink cloud-like shapes, circles, and rectangles, are projected onto the screen or float around The Serif.

Caffè Design

Instagram - @caffe_design

Caffè Design is a design podcast and creative team founded in 2017 by four designers: Giuliano, Nanni, Breccia and Mich. Exploring design-related topics across communication, technology, marketing and innovation, they share their own perspectives on the world. They deliver design news in a casual and playful way, like friends chatting with at a bar.

Thumbnail for an artist interview introducing HELLO OBJECTS by Caffè Design.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

Carousel Fields Forever

Davide Valentino

This artwork connects the origins of the moving image with the possibilities of virtual reality, reinterpreting Galaxy XR as a threshold bridging reality and the realm of imagination. Inspired by three-dimensional zoetropes, a psychedelic choreography of flowers, eyes, stars and horses unfolds in concentric orbits and electric colours around the device, revealing the universe that awaits within Galaxy XR. Mechanical illusion and digital immersion converge, transforming perception into wonder. The work interprets “Acts of Love” as gestures that awaken the senses and expand the worlds we can imagine, presenting the XR environment as an invitation to inhabit a space of limitless imagination.

Inside a frame of repeating gold square tiles, a Galaxy XR is centered. Against the black background, stars, colorful dots, small horses, shapes, and white text circle around the Galaxy XR.
Inside a frame of repeating gold square tiles, a Galaxy XR is centered. Against the black background, stars, colorful dots, small horses, shapes, and white text circle around the Galaxy XR.

Davide Valentino

Instagram - @chiamami.randy

A freelance motion designer, Davide Valentino, creates a psychedelic and hypnotic visual universe where procedural techniques and intuitive expression intertwine. Since 2013, he has brought this visual language to music, events and fashion, working across concert visuals for a range of artists and collaborative projects with fashion brands.

Thumbnail for an artist interview introducing Carousel Fields Forever by Davide Valentino.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

PLAYTIME

Francesco Briganti

Through the visual connection between the watch’s form and urban sports courts, this artwork interprets “Act of Love” as an everyday practice of self-care. It connects the watch with the role of sports courts as places for movement, health and social interaction, visualising how technology participates in personal well-being and urban life. The watch becomes a companion in our daily movement, helping us love and care for ourselves.

*Contains an AI-generated image with edits

Inside a brown metal frame, a circular plaza resembling the round face of a Galaxy Watch is seen from above. Blue basketball courts sit symmetrically on either side, with tiny people moving across them.
Inside a brown metal frame, a circular plaza resembling the round face of a Galaxy Watch is seen from above. Blue basketball courts sit symmetrically on either side, with tiny people moving across them.

Francesco Briganti

Instagram - @francesco__briganti

Francesco Briganti is a visual designer and creative director working at the intersection of digital and physical environments. His practice focuses on live events and immersive experiences, with visual research influenced by optical art and image manipulation. His latest work combines animation and artificial intelligence, exploring how emerging technologies can open up new visual languages.

Thumbnail for an artist interview introducing PLAYTIME by Francesco Briganti.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

WE’RE ALL(ONE) IN THIS TOGETHER

Lila Carugati

This artwork explores the meaning of connection and coexistence as the Galaxy Z Fold8 unfolds, transforming a single surface into a shared space. Frames expand, overlap and spill into one another, bringing together simultaneous moments across different places within a single screen. It reinterprets “Acts of Love” as paying attention to the lives of others and sharing our worlds, visualising how distant lives and places are brought closer together. As the boundaries between the individual and the collective blur, the work asks: when everything connects, are we all together, all one, or still alone?

*Contains an AI-generated image with edits

A screen with blue and silver light fills a light beige woven frame. At its center, a Galaxy Z Fold8 opens like a book, displaying a grid of small images of nature, cities, and people.
A screen with blue and silver light fills a light beige woven frame. At its center, a Galaxy Z Fold8 opens like a book, displaying a grid of small images of nature, cities, and people.

Lila Carugati

Instagram - @eclissidilana

Lila Carugati is a Milan-based designer and founder of sesto spettro. Her practice focuses on experimental design and research, combining artificial intelligence and craft to explore new ways of seeing, imagining and designing. Shifting between digital and analogue languages, her work inhabits the space between the tangible and the elusive, the familiar and the unexpected.

Thumbnail for an artist interview introducing WE’RE ALL(ONE) IN THIS TOGETHER by Lila Carugati.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

STRAWBERRY TREE

Giorgia Roscini

“Strawberry Tree” explores the relationship between technology, nature and the home, interpreting “Act of love” as an act of self-care. The Galaxy Book6 Ultra becomes a minimal shelter that holds, protects and nourishes the strawberry tree growing within it. The product’s precise, geometric form meets the plant’s irregular, organic form, visualising a scene in which technology and nature coexist. The narrative of a growing tree conveys a warm message that, like nature, ideas and projects need care, intention and the time and space to grow.

Inside a brown wood-grain frame, a partially open Galaxy Book6 Ultra is shown. Black stems and leaves grow across its black-and-white screen and keyboard, with round black fruit-like shapes floating above.
Inside a brown wood-grain frame, a partially open Galaxy Book6 Ultra is shown. Black stems and leaves grow across its black-and-white screen and keyboard, with round black fruit-like shapes floating above.

Giorgia Roscini

Instagram - @gi.roscini

Giorgia Roscini is an independent visual designer from Perugia, Italy, based in Milan since 2021. Inspired by DIY and queer environments, her multidisciplinary practice spans music videos, branding and physical embroidery. Working across digital and physical media, she combines and integrates different techniques to explore alternative perspectives on social constructs.

Thumbnail for an artist interview introducing STRAWBERRY TREE by Giorgia Roscini.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

Reality, Machine Washable

Galattico

Inspired by Samsung’s philosophy, “Design is an Act of Love,” this artwork explores how Bespoke AI Laundry Combo takes care of everyday necessities, giving us the freedom and creative potential. The transformation of time spent on laundry into time for free imagination and self-care is visualised through clothes and textiles that come alive in dance-like movement. The textiles’ fluid forms and rhythmic choreography illustrate how familiar objects can transcend their original functions and take on new forms of existence, revealing unexpected possibilities in everyday life.

Inside a purple gear-shaped frame, colorful clothes and characters move among blue clouds and hangers. At the center, a Bespoke AI Laundry Combo appears as a washing machine character with its round door open like a mouth, surrounded by pink and green characters with long arms and legs.
Inside a purple gear-shaped frame, colorful clothes and characters move among blue clouds and hangers. At the center, a Bespoke AI Laundry Combo appears as a washing machine character with its round door open like a mouth, surrounded by pink and green characters with long arms and legs.

Galattico

Instagram - @galattico.studio

Galattico is a multidisciplinary design studio based in Milan, Italy. The studio creates visual experiences for concerts, events, exhibitions and immersive installations, with work spanning graphics, animation, video content and show direction.

Thumbnail for an artist interview introducing Reality, Machine Washable by Galattico.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

MOVING THROUGH IMAGINATION

Ocular Lab

“Moving Through Imagination” places The Moving Style at the centre of a surreal, kinetic world. Inspired by the coils in the product’s brand imagery, the work brings Silvan to life, a playful creature born from these forms. On a tiny checkerboard planet seen through a fisheye lens, the product’s three modes of use become portals for Silvan to move through. Combining 3D graphics, illustrations and hand-drawn effects, the piece creates a playful landscape where the screen and creature move in harmony. It reinterprets “Acts of Love” as gestures that bring joy to everyday life and encourage imagination to unfold freely. Through the freedom to enjoy entertainment wherever we go, the work shows how technology can become a companion to play and imagination.

Inside a black patterned frame, The Movingstyle, a movable screen on a white stand, is shown. Its screen depicts red and black curving forms and small creatures on a pink-and-blue checkerboard planet.
Inside a black patterned frame, The Movingstyle, a movable screen on a white stand, is shown. Its screen depicts red and black curving forms and small creatures on a pink-and-blue checkerboard planet.

Ocular Lab

Instagram - @ocular_lab

Ocular Lab is a visual and motion design studio founded in Milan in 2016. Working where different disciplines meet, the studio blends 2D and 3D animation, frame-by-frame illustration, collage and mixed media. Every project is treated as a field for experimentation, where storytelling, design and motion merge into a single expressive language. The studio's work is recognisable for its bold colours, strong compositions and playful attitude, with a special eye for poetic movement and small details.

Thumbnail for an artist interview introducing MOVING THROUGH IMAGINATION by Ocular Lab.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

Design is an “art” of love

Burro Studio

“Design is an act of love.” Design is an act of paying attention to what we love, discovering its value, and expressing it. Inspired by this idea, the work presents The Frame Pro as a frame that holds what we cherish. While the message at the heart of the screen remains constant, the frames surrounding it continually shift through playful, emotional, and sometimes surreal forms. Each frame brings new meaning and emotion to the same message, revealing how what we frame – and how we frame it – can transform the way we see and experience it.

A horizontal The Frame Pro sits within a light gray frame. Against a red background, the screen shows a black rectangle edged in silver decoration beside a purple rectangle bordered with small yellow smiley-face toys.
A horizontal The Frame Pro sits within a light gray frame. Against a red background, the screen shows a black rectangle edged in silver decoration beside a purple rectangle bordered with small yellow smiley-face toys.

Burro Studio

Instagram - @burrostudio

Burro Studio is an independent creative agency founded in Milan in 2015. Working across communication, culture and technology, the studio develops projects spanning branding, advertising, digital, design, content and production. Its transversal approach connects ideas, people and brands through distinctive visual languages, combining creative thinking, experimentation and execution to create work with real-world impact.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

Take a Breath

TOKYO TOMMY

Inspired by the clean air at the heart of the Infinite AI Air Purifier, this 3D animation depicts a hiker pausing at a mountain summit to breathe in fresh, pure air. It translates the product’s core idea into an emotional visual narrative, connecting technology with the sensation of breathing in nature. Combining VR sculpting with traditional 3D production, the scene’s forms, textures and movements were crafted by hand, giving the work a tactile quality and organic vitality.

Inside a frame of layered pink bars, the Infinite AI Air Purifier appears at the center in place of a hiker’s head. Wearing an orange top and a backpack, the smiling hiker stands amid mountains, clouds, and a blue sky.
Inside a frame of layered pink bars, the Infinite AI Air Purifier appears at the center in place of a hiker’s head. Wearing an orange top and a backpack, the smiling hiker stands amid mountains, clouds, and a blue sky.

TOKYO TOMMY

Instagram - @tokyo__tommy

Tokyo Tommy is a multidisciplinary artist working across virtual reality, animation and digital sculpture. His colourful characters and imaginative universes demonstrate how technology can become a tool for curiosity, emotion and joyful storytelling.

Thumbnail for an artist interview introducing Take a Breath by TOKYO TOMMY.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

FROM DOT TO SIGNAL

UNOLAB

“From Dot to Signal” explores sound as a visual system in constant expansion. Starting from the central dot and arched silhouette of Samsung Music Studio 5, forms propagate through space like sound waves, transforming the product into a visual signal through material, light and movement. The work reinterprets Samsung’s design philosophy, “Design is an Act of Love,” as careful attention to small details. By closely observing the product’s form and expanding its inherent possibilities into a new visual world, the piece presents this creative process as an act of love.

Inside a black-and-white wavy frame, the black rounded center of the Music Studio 5 is shown. Blue lines extend outward in layered arches.
Inside a black-and-white wavy frame, the black rounded center of the Music Studio 5 is shown. Blue lines extend outward in layered arches.

UNOLAB

Instagram - @unolab.uno

UNOLAB is a Milan-based creative studio exploring the intersection of visual arts, design and technology. Working across image, sound and new media, the studio creates distinctive audiovisual experiences and immersive installations. Its multidisciplinary practice is driven by visual experimentation, emerging technologies and a continuous exploration of contemporary aesthetics.

Thumbnail for an artist interview introducing FROM DOT TO SIGNAL by UNOLAB.

*The bezel designs created for the 14 artworks displayed
in this exhibition are conceptual designs and are
not products sold by Samsung.

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