POLI.design at the Seoul Design Week 2026

“itAliens” and more: rethinking Italian design

What does Italian design say today, beyond the objects and names that made it famous? “itAliens – Italian Design Beyond the Myth” takes on the question at Zaha Hadid’s Dongdaemun Design Plaza (DDP), at the invitation of the Seoul Design Foundation for Seoul Design Week 2026. From October 14 to 25, installations by Italian creatives, developed by POLI.design with support from Samsung, meet workshops and talks for students and professionals: a place of exchange between Italy and Korea, and a stage for a new generation of designers.

The exhibition reads Italian design through the methods and experiments of new generations, connecting education, research, and industry, from product design to digital experiences. Esprit de Vie signs the olfactory experience. It all starts with the POLI.design Cookbook. Fourteen large panels, provided by Gruppo Publionda, turn design processes into visual “recipes,” with ingredients, tools, methods, and even “allergens” contributed by our faculty, students, researchers, and partner companies. Along the way, the Cookbook introduces our Courses for professionals.

Samsung × itAliens draws on Samsung’s “Design is an Act of Love” vision: 14 Italian creatives and studios reinterpret Samsung products to explore technology, emotions, and cultural identity. Featuring Lila Carugati, Galattico Studio, Alessandro Gomiero, Davide Valentino, Francesco Briganti, Giorgia Roscini, Brutto Studio, Ocular Lab, UNOLAB, Caffè Design, Burro Studio, Sugo Studio, Tokyo Tommy, and Alex Valentina.

The journey ends at the POLI.design Workshop Area, made to help young designers get “uncomfortable” and meet new perspectives and dedicated to talks, learning activities, and workshops. Here, twenty students from Seoul universities join the Samsung × POLI.design Design Lab on Future Retail & Experience Design, developing four scenarios for the future of Samsung retail with our faculty and Samsung design leaders.

Two public events complete the program. On October 16, the opening event, created with UNOLAB and sponsored by Classy Cocktails. On October 18, a conference on Italian and Korean perspectives on design with Anna Barbara (President, POLI.design), Maria Porro (President, Salone del Mobile.Milano, and Head of Marketing and Communication, Porro), Mauro Porcini (President and Chief Design Officer, Samsung), and Ken Nah (Former Dean, Hongik University).