Samsung Electronics is unveiling an exhibition at a global design event in Seoul that reinterprets its flagship products as works of art.
Samsung Electronics is participating in "Design Miami Seoul 2026," held from the 1st to the 6th at Dongdaemun Design Plaza (DDP) in Seoul.
The core of the exhibition consists of 14 works in which 14 South Korean artist teams interpret Samsung Electronics products through their own perspectives.
The completed works are displayed through Samsung Electronics' 2026 flagship OLED TV, the "SH95."
Samsung Electronics applied 14 custom frames—each crafted from different materials and forms—to the SH95.
Samsung Electronics is unveiling an exhibition at a global design event in Seoul that reinterprets its flagship products as works of art. It is an attempt to go beyond simple product introductions and blur the boundaries between technology and art.
Samsung Electronics is participating in "Design Miami Seoul 2026," held from the 1st to the 6th at Dongdaemun Design Plaza (DDP) in Seoul. The exhibition theme is "Design is an Act of Love," presenting a "human-centered" design vision rooted in understanding and consideration for people.
The core of the exhibition consists of 14 works in which 14 South Korean artist teams interpret Samsung Electronics products through their own perspectives. The participating artists conceived their works based on their individual experiences, sensibilities, and imagination, with some using AI as a tool to materialize ideas and expand their expressive range. Samsung Electronics explained that the starting point of each work is always the artist's unique perspective and creativity, and that AI was used solely as an aid to creation.
The reinterpretation targets include a total of 14 products, including the audio device "Music Studio 5," the smart appliance "Bespoke AI Family Hub," and the foldable smartphone "Galaxy Z Fold8." Each product was reborn with new stories and imagery according to the artist's experience and perspective.
The completed works are displayed through Samsung Electronics' 2026 flagship OLED TV, the "SH95." Samsung Electronics applied 14 custom frames—each crafted from different materials and forms—to the SH95. Through this, a single TV expresses different personalities and tastes depending on the frame design, showcasing "Expressive Design."
