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Samsung Electronics is bringing together art, technology and creative expression at Seoul Design Week 2026 with its latest exhibition, “Design is an Act of Love”. Taking place from 15 to 25 October 2026 at Dongdaemun Design Plaza (DDP) in Seoul, South Korea, the exhibition features 14 artworks created by emerging Italian artists, each inspired by Samsung's products and displayed on its 2026 OLED TVs.
Organised in collaboration with POLI.design, the exhibition explores how familiar consumer electronics can become a source of artistic inspiration, with each artist offering a different interpretation shaped by their personal experiences, imagination and creative background.
The showcase builds on Samsung's earlier “Design is an Act of Love” exhibition with Korean artists at Design Miami Seoul 2026 in September, extending the concept through fresh perspectives from Italy.
Organised in collaboration with POLI.design, the exhibition explores how familiar consumer electronics can become a source of artistic inspiration, with each artist offering a different interpretation shaped by their personal experiences, imagination and creative background.
The showcase builds on Samsung's earlier “Design is an Act of Love” exhibition with Korean artists at Design Miami Seoul 2026 in September, extending the concept through fresh perspectives from Italy.
The exhibition reflects Samsung's design philosophy of understanding people and recognising that technology can hold different meanings for different individuals. Through the artists' interpretations, everyday products are presented in unexpected ways that highlight personality, cultural perspectives and individual creativity.
Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics, explained that the exhibition is intended to demonstrate how design can create a more personal relationship between people and technology.
“Through the eyes of different creative minds, familiar products become new expressions of personality, perspective, and ways of life,” he said.
“By bringing these interpretations together, we want to show how design can make technology a more personal part of everyday life. Ultimately, our ambition is to move beyond designing technology for people to designing technology that truly reflects them.”
Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics, explained that the exhibition is intended to demonstrate how design can create a more personal relationship between people and technology.
“Through the eyes of different creative minds, familiar products become new expressions of personality, perspective, and ways of life,” he said.
“By bringing these interpretations together, we want to show how design can make technology a more personal part of everyday life. Ultimately, our ambition is to move beyond designing technology for people to designing technology that truly reflects them.”
14 Italian Artists Reimagine Samsung's Everyday Technology
The 14 artworks draw inspiration from Samsung's diverse product portfolio, including smartphones, home appliances and televisions. Among the products featured are the Music Studio 5, Bespoke AI Family Hub and Galaxy Z Fold8.
Rather than simply recreating the appearance of these devices, the artists explored their forms, functions and distinctive characteristics to develop original visual interpretations.
Artificial intelligence also played a role in the creative process, with artists using AI tools to develop ideas and experiment with different forms of expression. However, each artwork remains grounded in the individual artist's own perspective and creative direction.
One of the participating artists, Tommy Tokyo, whose multidisciplinary work spans virtual reality, animation and digital media, created an artwork inspired by Samsung's Infinite AI air purifier. His interpretation transforms the concept of clean air into an expressive visual narrative.
Meanwhile, Caffè Design drew inspiration from The Serif TV, using its recognisable I-shaped silhouette to explore the relationship between product design and the surrounding environment.
The 14 artworks draw inspiration from Samsung's diverse product portfolio, including smartphones, home appliances and televisions. Among the products featured are the Music Studio 5, Bespoke AI Family Hub and Galaxy Z Fold8.
Rather than simply recreating the appearance of these devices, the artists explored their forms, functions and distinctive characteristics to develop original visual interpretations.
Artificial intelligence also played a role in the creative process, with artists using AI tools to develop ideas and experiment with different forms of expression. However, each artwork remains grounded in the individual artist's own perspective and creative direction.
One of the participating artists, Tommy Tokyo, whose multidisciplinary work spans virtual reality, animation and digital media, created an artwork inspired by Samsung's Infinite AI air purifier. His interpretation transforms the concept of clean air into an expressive visual narrative.
Meanwhile, Caffè Design drew inspiration from The Serif TV, using its recognisable I-shaped silhouette to explore the relationship between product design and the surrounding environment.
Another interesting element of the exhibition is the way Samsung's televisions become part of the artwork rather than simply serving as display screens.
All 14 creations are presented on Samsung's 2026 OLED TV, model S95H, with each television fitted with a specially designed frame that complements the colours, mood and visual identity of its corresponding artwork.
These customised frames were created specifically for the exhibition, allowing the physical television design and digital artwork to work together as a single visual presentation.
The S95H also features Samsung's Float Layer Design, which creates the appearance of the screen floating above a metal plate. Combined with the individually designed frames, this gives each artwork a distinctive presentation despite being displayed on the same television model.
All 14 creations are presented on Samsung's 2026 OLED TV, model S95H, with each television fitted with a specially designed frame that complements the colours, mood and visual identity of its corresponding artwork.
These customised frames were created specifically for the exhibition, allowing the physical television design and digital artwork to work together as a single visual presentation.
The S95H also features Samsung's Float Layer Design, which creates the appearance of the screen floating above a metal plate. Combined with the individually designed frames, this gives each artwork a distinctive presentation despite being displayed on the same television model.
Through these varied combinations of artwork, custom frames and television design, Samsung introduces visitors to its concept of Expressive Design, an approach that embraces human diversity, imagination and individuality.
The exhibition demonstrates how the same piece of technology can take on different identities depending on the creativity and perspective of the person interpreting it. It also encourages visitors to look beyond the conventional functions of everyday electronics and consider their potential as a form of personal and artistic expression.
The “Design is an Act of Love” exhibition is open at Dongdaemun Design Plaza (DDP), Seoul, from 15 to 25 October 2026, as part of Seoul Design Week 2026.
The exhibition demonstrates how the same piece of technology can take on different identities depending on the creativity and perspective of the person interpreting it. It also encourages visitors to look beyond the conventional functions of everyday electronics and consider their potential as a form of personal and artistic expression.
The “Design is an Act of Love” exhibition is open at Dongdaemun Design Plaza (DDP), Seoul, from 15 to 25 October 2026, as part of Seoul Design Week 2026.
