The electronics giant explores the most human side of innovation, with an installation centered on emotions and everyday life.

From technological efficiency to a love for creativity. Almost counterintuitively, hi-tech giant Samsung Electronics presents “Design is an Act of Love,” an installation that shifts technology’s focus toward the more intimate and relational dimension of design.

Inside the Samsung Design Open Lab, conceived as a work-in-progress laboratory, visitors are invited into the heart of the creative process, exploring experimental concepts, prototypes, and products that reflect an increasingly human-centered approach. This is not a simple exhibition but a narrative in which design translates everyday gestures and needs into experiences and emotions. Here, technology loses rigidity and becomes fluid, serving people. The intentionally evolving journey conveys a clear vision: the future of design is not only functional innovation, but also the creation of connections between objects and people. To reinforce the concept, a Design Talk on April 22 focuses on new trajectories uniting design and humanity, confirming Samsung’s role as an interpreter of cultural as well as technological change.