Samsung Electronics will participate in the world's largest design festival, Milan Design Week 2026, held in Milan, Italy, from the 20th to the 26th (local time), and unveil more than 120 design asset items.
At this Milan Design Week, Samsung Electronics arranged its exhibition space in an Open Lab format so visitors can naturally experience the company's design values. In the pavilion, which consists of 12 immersive spaces, the company showcased experimental future design concepts and the latest products.
Samsung Electronics also introduced its design philosophy embodying an AI vision through an exhibition layout where diverse devices harmonize. Through an "art wall" that visualizes various lifestyles using Galaxy foldable phones; a kitchen experience space that demonstrates consolidation between mobile and home appliances; and an auditorium enabling Extended Reality (XR) experiences, the company presents how AI can change our daily lives.
It also prepared an audio-immersive exhibition space that digitally expresses analog sensibilities through transparent speakers and screens; a space that expresses individuality and diversity through the OLED TV (S95H); and an artistic living room space experienced with a micro RGB TV.
Samsung Electronics introduced a new design formula, "AI X (EI+HI)," which reflects AI-era lifestyles in its people-centered design philosophy emphasized for more than 30 years. It conveys the idea that the true value of AI is amplified when it is combined with "empathy and imagination" and "human intention."
Mauro Porcini, chief design officer (CDO) and president of Samsung Electronics' DX (finished goods) division, said, "Design must reflect people's diversity and embrace different lifestyles and values," and added, "With this exhibition, Samsung Electronics sought to show how design, combining human intention with empathy and imagination, can make our lives more meaningful."