Samsung is about to make another run at Milan, and this time, the company is calling it Design is an Act of Love. This is an exhibition coming to Milan Design Week 2026 that runs from April 20 through 26.

The setup is framed as the Samsung Design Open Lab. Samsung says it’s a space for exploration and experimentation, and discovery, all those words companies love when they want you to think they’re doing something radical.

Through “Design is an Act of Love,” Samsung is promising a dialogue between experimental concepts and actual products you can buy today. However, what the company is pushing here is this idea of the Human Side of Tech.

The exhibit’s supposed to let people see how ideas take shape, how human-centered design can make tech feel less like an obligation and more like something with actual warmth in it.

In addition, Samsung is also doing a Design Talk with Dezeen on April 22.

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