Samsung Electronics unveiled its Design Is an Act of Love
exhibition at Seoul Design Week 2026, featuring 14 artworks by Italian artists on OLED TVs, emphasizing human creativity and AI integration. The event, held at Dongdaemun Design Plaza (DDP), ran from October 14 to 25.
Samsung Electronics’ Design Is an Act of Love
exhibition at Seoul Design Week 2026 showcased 14 artworks by Italian artists, displayed on OLED TVs, blending technology with human-centric design. The event, held at Dongdaemun Design Plaza (DDP) from October 14 to 25, 2026, highlighted Samsung’s philosophy of merging artificial intelligence (AI) with human creativity, emotion, and individuality.
Mauro Porcini’s Vision: AI Amplified by Human Imagination
Mauro Porcini, Samsung Electronics’ chief design officer (CDO) and president, emphasized that AI makes a difference only when it is amplified by human imagination.
His remarks, delivered at the Seoul Design Week event, underscored the company’s strategy to prioritize emotional intelligence (EI) and human imagination (HI) alongside AI. Technology alone cannot make a difference. The same goes for artificial intelligence (AI). AI can create special value only when it is combined with human creativity, imagination, and emotion,
Porcini stated, according to Chosunbiz.
The exhibition, part of Samsung’s broader design philosophy, aimed to design technology that fully embraces people.
Porcini argued that while AI could generate countless products, at times like this, human creative thinking, sensibility, and emotion become even more important.
This approach, he said, is not a simple marketing slogan
but a core strategy for Samsung’s future. Asia Economy reported that the exhibition featured collaborations with 14 emerging Italian artists, whose works reinterpreted Samsung products like the Galaxy Z Fold8 and Music Studio 5.
Art Meets Technology: 14 Works Reimagining Samsung Products
The exhibition at Seoul Design Week 2026 featured 14 artworks inspired by Samsung products, displayed on OLED TVs (model S95H) with custom frames. Each piece drew on the artists’ cultural backgrounds and personal experiences, using AI as a tool to expand creative expression. For example, Tommy Tokyo’s work, “Take a Breath,” reinterpreted the Infinite AI Air Purifier, while Caffè Design explored the I-shaped silhouette of The Serif TV. The S95H’s Float Layer Design made the screen appear to hover, blending technology with artistry.
[서울디자인위크] 삼성전자, ‘Design is an Act of Love’ 주제로 특별 전시https://t.co/kd5bl4Sh8H
— https://x.com/SamsungNewsroom/status/2110599771429962140
Artists collaborated with POLI.design, an Italian design institution, to reinterpret Samsung’s product lineup, from home appliances to mobile devices. The exhibition built on a prior showcase with Korean artists at Design Miami Seoul 2026, shifting focus to Italian talent. Samsung’s official release highlighted works like We’re All(One) in This Together
by Lila Carugati, featuring the Galaxy Z Fold8, and From Dot to Signal
by UNOLAB, inspired by the Music Studio 5.
Personalization and Individuality: Samsung’s Design Philosophy
Porcini also stressed that Samsung’s design goals extend beyond aesthetics, focusing on technology for people, not technology for technology’s sake.
This includes products that support health, safety, and creativity, such as wearable devices and TVs that expand human potential through art and music. THE ELEC noted that the exhibition’s theme aligned with Samsung’s broader vision of designing technology that embraces individual diversity and brings warm emotional value to our lives.
The event concluded on October 25, 2026, with Porcini set to deliver a lecture on Italian Design vs. K-Design
at the Seoul Design Week conference on October 18. My Everyday Tech highlighted that the exhibition’s Expressive Design
approach celebrated human diversity, with artworks, frames, and TV designs collectively showcasing distinct artistic interpretations.