For a lot of Malaysian homes the television is the centrepiece of the living room, which makes how it looks switched off almost as important as how it looks switched on. Samsung is leaning into exactly that idea at Seoul Design Week 2026, where it has turned its OLED TVs into the canvas for an exhibition about its own design thinking.
14 artists, 14 OLED TVs
The exhibition, called "Design Is an Act of Love", runs from 15 to 25 October at the Dongdaemun Design Plaza (DDP) in Seoul. It gathers 14 artworks created by emerging Italian artists working with POLI.design, each shown on a 2026 Samsung OLED TV (model S95H) fitted with a frame made specifically for that piece. The artists drew on Samsung products across phones, home appliances and TVs, including the Bespoke AI Family Hub, and used AI as a tool while developing their ideas.
"Through the eyes of different creative minds, familiar products become new expressions of personality, perspective, and ways of life," said Mauro Porcini, Samsung's Chief Design Officer for its Device eXperience division. The show follows a similar one Samsung held with Korean artists at Design Miami Seoul in September.
Some of the pieces point at specific products. One artist, Tommy Tokyo, built a work around the Infinite AI air purifier, translating the idea of clean air into a moving visual. The studio Caffè Design took the I-shaped outline of The Serif TV and played with how that shape sits in a room. Samsung calls the overall approach Expressive Design, meaning the same TV model can read completely differently depending on the artwork and frame in front of you.
Why the TV underneath matters
The screen doing the heavy lifting is worth a closer look, because it is a set Malaysians can recognise. The S95H uses what Samsung calls its Float Layer Design, which makes the panel appear to float above a metal plate, and it is the same model that won a Red Dot Best of the Best award for that design earlier this year. Paired with the custom frames, that floating look is what lets one TV model carry 14 very different moods without the hardware fighting the art.
Colour is the other half of the story. Reading an artwork correctly on a screen depends on how faithfully that screen shows colour, and the S95H is the set that earned an independent Pantone colour-accuracy mark. For an exhibition built entirely on other people's imagery, a panel that renders colour honestly is doing real work, not decoration.
We put Samsung's previous flagship OLED, the S95F, through its paces, including why a set like this carries the price it does:
What it signals
None of this is a Malaysian product launch, and Samsung has not tied the show to any local availability. What it does signal is where the brand wants the conversation about televisions to go: away from a race on brightness and size, and towards the screen as a piece of design that belongs in a room. That is a useful lens the next time you are choosing a TV, whether it is a Samsung or not. A set you look at every day, on and off, is partly a design decision, and the makers are increasingly treating it that way.
The exhibition is open to visitors in Seoul until 25 October. For anyone following how Samsung is positioning its flagship OLED, it is a clearer statement of intent than another slide of specifications.
