SamsungElectronics announced on the 15th that it is participating in “Seoul Design Week 2026,” taking place at the Dongdaemun Design Plaza (DDP) in Seoul through the 25th, and will host an exhibition under the theme “Design is an Act of Love.”

This exhibition expands upon the concept first presented with Korean artists at “Design Miami! Seoul 2026” last September. It focuses on introducing SamsungElectronics’ design philosophy, which is rooted in understanding and consideration for people.

Fourteen teams of emerging Italian artists participated in the exhibition. They created works by combining their own experiences and imagination with the forms and features of SamsungElectronics’ products. In particular, they utilized AI as a creative tool to bring their ideas to life and broaden the scope of their expression.

A total of 14 products served as the basis for the artworks, including the “Music Studio 5,” “Bespoke AI Family Hub,” and “Galaxy Z Fold8.” These span SamsungElectronics’ diverse product lineup, ranging from mobile devices to home appliances and TVs.

The completed works are displayed on 14 SamsungElectronics OLED TV “SH95” models. Each TV features a custom-made frame designed to complement the work’s color palette and atmosphere. This allows each display to evoke a distinct mood, even when showcasing the same product, depending on the artwork and frame.

The SH95 features the “Float Layer Design,” which evokes the image of a picture frame hanging on a wall. It is characterized by a design that makes the TV itself appear as a work of art.

SamsungElectronics explains that this embodies “Expressive Design,” which reflects individual tastes and personalities. Visitors can experience the diversity of design through works that embody different cultures and experiences.

Mauro Porcini, President and Chief Design Officer (CDO) of SamsungElectronics’ DX Division, said, “Through the perspectives of diverse creators, familiar products are reborn as new expressions that embody each person’s individuality, viewpoint, and even way of life.” He added, “This exhibition will serve as an opportunity to demonstrate how technology is closely connected to people’s daily lives through design.” He further stated, “The direction we are heading is to design technology that fully embodies the human experience.”

President Porcini will also attend the Seoul Design Week Conference on the 18th. He is scheduled to deliver a lecture on the topic “Italian Design vs. K-Design.”