Samsung showed up to Milan Design Week 2026; the exhibition is called “Design is an Act of Love,” and it’s running at Superstudio Più on Via Tortona through April 26.

At Milan Design Week 2026, Samsung is not bringing a product roadmap or a specs sheet dressed up in gallery lighting, but a thesis. A genuine philosophical argument about what design is supposed to do for people.

Visitors have free entry across 12 immersive zones, covering over 120 products across 36 categories. Samsung is calling the space an “open laboratory.”

The 12 zones are organized around two big ideas: Human Centricity and Expressive Design.

The Welcome Show opens with Samsung’s vision of AI as a unified system spanning personal and shared environments.

The Goodbye Show closes the loop, the same AI companion returning through music, light, and what Samsung calls “human touch.”

• Two distinct design expressions of a single 130-inch Micro RGB display.
• Transparent speakers alongside screens in zones called Transparent Symphony and All That Music.
• Foldable Galaxy devices arrayed by color and form in Unfold Your Story.
• An Artful Living space where the S95H OLED TV becomes less furniture and more emotional medium.

Samsung attaching it to a human-centered AI formula, specifically AI multiplied by emotional and human intelligence, suggests the company is trying to correct something.

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