12 immersive experiences, emotional intelligence, and the future of living: the Samsung Design Open Lab lights up Via Tortona
What happens when technology stops being just “cold silicon” and begins to speak the language of feelings? The answer lies at Superstudio Più (Via Tortona 27). From April 20 to 26, Samsung transforms Milan Design Week 2026 into a stage for the soul with the exhibition “Design Is an Act of Love.”
This is not your usual gadget showcase, but a true open laboratory where the human being returns to the gravitational center of every innovation.
A Journey in 12 Acts Between AI and Imagination
The exhibition unfolds through 12 immersive zones featuring over 120 products. Here, Samsung’s vision becomes tangible: design is not a final destination, but a process in constant evolution.
The beating heart of the philosophy presented by CDO Mauro Porcini is the intelligence equation: AI x (EI + HI). In simple terms? Artificial Intelligence multiplied by Emotional Intelligence and Human Imagination. After all, a smart home is useless if it doesn’t know how to move those who live in it.
From Foldable Smartphones to Transparent Symphonies
Among the highlights of the exhibition are areas that seem to have stepped out of a sci-fi film, yet possess a purely human warmth:
- Unfold Your Story: A deep dive into the Galaxy Fold world, where foldable design becomes a medium for personal identity.
- Transparent Symphony: An audio-visual experience where transparent screens and speakers blend seamlessly with the surrounding environment.
- Artful Living: A zone where Samsung technology transforms displays into digital canvases, capable of expressing culture and personality.
Design That Embraces Diversity
For Samsung, design means reflecting the diversity of humanity. The exhibition explores how wearables and smart kitchens (Culinary Intelligence) can adapt to unique lifestyles, making everyday life simpler and, indeed, more “loved.”
The experience concludes with The Goodbye Show, where an “AI Companion” bids farewell to visitors through sensory performances of light and music, leaving them with that sense of deep connection that only great design can deliver.
