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Samsung Electronics has opened “Design Is an Act of Love” at Design Miami Seoul 2026, a six-day event running from Sept. 1 to Sept. 6 at Dongdaemun Design Plaza (DDP) in Seoul. The exhibition features 14 Korean artists reinterpreting Samsung products, displayed on the company’s 2026 OLED TV S95H alongside 14 custom frames that become integral parts of the artworks. The initiative underscores Samsung’s Expressive Design strategy, which emphasizes human-centered creativity and the integration of AI as a tool to amplify artistic and design possibilities.
The exhibition is presented on Samsung’s flagship S95H OLED TV, which uses the company’s Float Layer Design to create the illusion of a screen floating above a real-metal plate. This design approach allows the TV to blend into its surroundings while maintaining a distinct visual presence. For the exhibition, each of the 14 custom frames paired with the S95H reflects the themes and aesthetics of the corresponding artwork, demonstrating how a single product can adapt to diverse contexts and individual preferences.
The 14 collaborating artists used AI as a creative aid to reinterpret eight Samsung products, including the Music Studio 5, Bespoke AI Refrigerator Family Hub, and Galaxy Z Fold 8. These reinterpretations span mobile devices, home appliances, and TVs, resulting in a collection of artworks that merge Samsung’s design principles with the artists’ unique perspectives. Each piece begins with the artist’s original concept, with AI helping to refine and expand the creative vision.
Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics, emphasized that the exhibition reflects the company’s commitment to designing with a deep understanding of people. “Creativity starts with people, and AI can help amplify our imagination and take our ideas further,” Porcini said in a statement. The event aligns with Samsung’s broader design philosophy, which seeks to balance technological innovation with human-centric values.
The S95H OLED TV’s Float Layer Design is a key focus of the exhibition. By integrating the TV’s structure and materials into the overall aesthetic, the design avoids the typical “appliance” look of traditional televisions. Instead, the S95H appears to merge with its environment, a feature that Samsung highlights as part of its Expressive Design strategy. The custom frames displayed during the exhibition further illustrate how the same product can be transformed to suit different artistic and spatial contexts.
The exhibition includes a public discussion on Sept. 3 featuring Porcini, where he will elaborate on Samsung’s design vision. The event is open to visitors at DDP, with no additional details provided about ticketing or attendance requirements. The collaboration with Korean artists is part of Samsung’s ongoing efforts to engage with local creative communities and explore new interpretations of its products through art.
No information was provided about the availability or pricing of the S95H OLED TV beyond its role in the exhibition. The company has not announced plans to sell the custom frames used in the artworks, though the S95H itself is expected to be available for purchase through Samsung’s retail channels. The exhibition’s focus remains on showcasing design concepts rather than promoting specific products for sale.
The event follows Samsung’s earlier presentations of the “Design Is an Act of Love” theme at Milan Design Week 2026, where similar collaborations with artists were featured. However, the Seoul exhibition appears to be the first instance of the project being displayed on the S95H OLED TV, which was launched in 2026 as part of Samsung’s latest TV lineup.
The exhibition runs through Sept. 6 at DDP, with no mention of future iterations or expanded tours beyond the current event. Visitors are encouraged to attend during the specified dates to experience the artworks in person, though no details about virtual access or online viewing options were included in the source material.
The collaboration between Samsung and the 14 artists highlights the company’s effort to position design as a bridge between technology and human expression. By using AI as a tool to enhance creativity, Samsung aims to demonstrate how technology can support, rather than replace, human imagination. The exhibition’s emphasis on diversity and individual perspectives aligns with the company’s stated goal of making design more inclusive and reflective of global audiences.
The S95H OLED TV’s role in the exhibition underscores its position as a flagship product in Samsung’s lineup, with its design features serving as both a technical achievement and a canvas for artistic reinterpretation. The company’s decision to pair the TV with custom frames that become part of the artworks suggests a deliberate effort to explore the intersection of product design and visual art.
No further details were provided about the specific artworks or the identities of the 14 collaborating artists, though the source material confirms their involvement in the project. The exhibition’s focus on human diversity and imagination remains central to Samsung’s messaging, with the company emphasizing that design is a process of understanding and responding to people’s needs.
The event concludes on Sept. 6, with no indication of extended hours or additional programming beyond the dates specified. The exhibition’s location at DDP, a major design and cultural hub in Seoul, ensures accessibility for attendees interested in design, technology, and art. The absence of ticketing information suggests the event is open to the public without restrictions, though this was not explicitly confirmed in the source material.
Samsung’s “Design Is an Act of Love” exhibition at Design Miami Seoul 2026 is scheduled to run until Sept. 6, with the final day marking the end of the event’s public display.
