Samsung Electronics Presents 'Future of Coexistence' at Milan Design Week

Samsung Electronics announced on the 16th that it is participating in the world's largest design and furniture fair, holding an exhibition titled 'Future of Coexistence.' The company showcases its design philosophy of 'Essence, Innovation, and Harmony' to be realized by 2030.

Samsung Electronics Milan Design Week 2024 'Future of Coexistence' Exhibition. [Photo by Samsung Electronics]

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Samsung Electronics announced that it will participate in the 'Milan Design Week 2024,' held in Milan, Italy, from the 16th to the 21st (local time). Celebrating its 62nd edition this year, Milan Design Week attracts over 370,000 visitors from more than 180 countries. Samsung Electronics is participating in Fuorisalone, the off-site exhibitions held throughout the city of Milan.

Samsung Electronics opened the Future of Coexistence exhibition at Le Cavallerizze, located on the grounds of the Leonardo da Vinci National Museum of Science and Technology in Milan. The company unveiled immersive media art expressing its design direction. The exhibition reinterprets Samsung’s unique design philosophy, 'Design that starts from the user and embraces tomorrow,' with the sensibilities of a new era, embedding this meaning into the exhibition.

The essence, innovation, and harmony that Samsung Electronics pursues by 2030 represent the commitment to ▲stay true to the essence, ▲challenge innovation, and ▲design products that harmonize with life. Through media art that awakens the senses of sight, hearing, and smell, the exhibition presents the theme of coexistence, emphasizing the importance of an ideal balance between people and technology.

Samsung Electronics Milan Design Week 2024 'Future of Coexistence' Exhibition. [Photo by Samsung Electronics]

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The exhibition is organized across five spaces, using displays, sensors, and light to interact with visitors. Visitors can sequentially experience the halls of ▲'Essence,' which hints at fundamental values, ▲'Innovation,' which embodies communication with the approaching future, ▲'Harmony,' which evokes the fusion of virtual and real worlds, ▲'Infinite Possibilities,' presenting the future Samsung envisions, and ▲'New Dawning,' showcasing Samsung products reborn as works of art.

As visitors approach the screens, faint shapes transform into elements with concrete forms and textures, expressing the shapes beyond the screen as if they are approaching the visitors. This creates a feeling that the future visitors dream of is drawing near, immersing them into a future world where people and technology coexist.

Additionally, Samsung collaborated with Italian artisans to present bespoke products that harmonize artistic value and modern technology, conveying the message of 'coexistence.' Italian premium material brands MUTINA and ALPI artisans participated, applying ceramic with exquisite intaglio and relief patterns and finely textured wood to bespoke refrigerator and AirDresser panels.

Notae-moon Roh, President of Samsung Electronics Design Management Center, said, "Through innovation focused on essence, we will create a future that harmonizes with customers' lives together. Like this exhibition emphasizing the harmony between people and technology, we will practice a human-centered design philosophy through meaningful design innovation."

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