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CHALLENGE
To maintain Samsung’s leading position in the field of design during Milan Design Week 2026 and to continue developing the narrative of the immersive experience that Samsung has always offered at the Fuorisalone. Reinforcing the idea that innovation in design lies at the heart of Samsung’s brand philosophy: “Design is an act of love”.
IDEA
Cheil Italy in collaboration with Cheil HQ has created the Samsung Design Open Lab: a vast design and technology-based space where the human element and new (and future) generation technology come together to set new standards in the field.
12 experiential zones allow visitors to experience first-hand the benefits – and the beauty – of prototypes and products that are already widely available. This is complemented by a programme of Design Talks with experts, exploring and addressing this year’s main theme.RESULTS
More than 35.713 visitors explored the large Samsung exhibition area and attended the themed talks.
