Samsung Electronics unveiled its design philosophy for the AI era at Milan Design Week 2026. The event runs from April 20 to 26 local time in Milan, Italy. Samsung Electronics showcased about 120 design assets, including experimental future concepts and its latest products.

The exhibition is at Superstudio Piu on Via Tortona 27 in Milan and carries the theme “Design is an Act of Love.” Samsung Electronics set up the venue as an Open Lab so visitors can directly experience the value of design.

At the exhibition, Samsung Electronics introduced a new design formula, “AI X (EI+HI),” combining the human-centric design philosophy it has stressed with AI-era lifestyles. The concept is that AI’s true value is amplified when combined with empathy and imagination, and human intention.

The exhibition hall consists of 12 immersive spaces. They include an art wall that visualises lifestyles using Galaxy foldable phones, a kitchen experience area showing connections between mobile devices and home appliances, and an auditorium offering XR experiences. Samsung Electronics adopted an approach that presents its AI vision through a spatial composition in which various devices are in harmony.

Visitors also showed interest in an audio immersive exhibition space that expresses analogue sensibilities digitally through transparent speakers and screens, a space that expresses individuality and diversity using an OLED TV (S95H), and an artistic living room space built around a micro RGB TV. The exhibition was designed to move away from a simple product display and instead present usage scenarios by space, the company said.

Mauro Porcini (마우로 포르치니), president and chief design officer of Samsung Electronics' DX Division, said, “Design should reflect people’s diversity and embrace different lifestyles and values.” He said Samsung Electronics aimed to show through the exhibition how design combining human intention with empathy and imagination can change our lives in a more meaningful way.