Samsung Design Focuses on How Products Make You Feel

Samsung’s approach to its product design has evolved in recent years. The company is now paying more attention to how people live and experience day-to-day life. An executive recently shared the firm’s new design manifesto, which focuses on how products make people feel.

Mauro Porcini outlines Samsung’s approach to design

In the Rapid Response podcast, Samsung’s president and chief design officer, Mauro Porcini, discussed how the company is redefining its design philosophy. He said designers act as the voice of humanity in the organization. The company is focusing on four areas: live longer, live better, live loud, and live on.

Live longer focuses on technologies that monitor your body to support your physical and mental well-being. Live better is about using AI and robots to free up time and handle tasks, so you can do what you love most. Meanwhile, Live loud is about creativity and self-expression, helping people create content for social media. Live on focuses on transcending yourself and preserving memories, saving photos and videos of important moments.

The executive further says that Samsung follows three horizons. The first horizon focuses on improving today’s products incrementally while still looking for small breakthroughs. In the second horizon, it tries to identify more radical changes. The third is the most important, as it shapes the future portfolio.

Meanwhile, Samsung is showcasing its “Design is an Act of Love” exhibition at Milan Design Week 2026. The exhibition features 12 immersive zones that explore how design can shape everyday life. These zones spotlight two ideas: Human Centricity and Expressive Design.

“Design should reflect the diversity of humanity — embracing different lifestyles, values and ways people live,” said Mauro Porcini. “It is not only about creating products, but about shaping experiences that feel relevant, personal and meaningful in everyday life. Through Samsung Design Open Lab, we are sharing how this thinking is shaping our approach to design and future living.”