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Sugo Design

@sugodesigntv

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We are Sugo, a cream of the crop visual design studio based in Milan - we are specialized in motion design, interactive installations and live visuals

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Inspired by the idea that “Design Is an Act of Love,” 14 Italian artists created original artworks, each expressing the theme through the artistic reinterpretation of a specific Samsung product. Each artwork is then brought to life with AI and presented on the OLED TV S95H(SH95),
with a custom frame that becomes part of the artwork itself. Through this, S95H(SH95) goes beyond the screen, transforming the TV into an expressive design object to coexist with artworks.

🎨 Artwork: Clearings
Inspired by Samsung’s design philosophy, “Design is an act of love,” this artwork reinterprets the robot vacuum’s everyday movements of care as a creative act. As dust is removed, images emerge, and its path becomes lines and marks that form a drawing on the floor. Cleaning becomes an expressive gesture, revealing how small acts of caring for a space can create beauty and give form to love.

🖤 Artist: SUGO DESIGN @sugodesigntv
⚪️ Collaboration with @polidesign
🖼️ 2026 Seoul Design Week
📍 DDP (Dongdaemun Design Plaza) Art Hall 1F DDP Lounge
📅 2026. 10. 15 (Thu) ~ 10. 25 (Sun)

*Contains an AI-generated image with edits.
*Actual products may vary.

#SeoulDesignWeek #ExpressiveDesign #DesignisanActofLove #SamsungDesign #Samsung by @sugodesigntv

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2 days ago

Visual x @lorenzojova “ @jovasummerparty “ 🦒🐘🦜 @sugodesigntv @sugo_steve taken in Olbia, Italy by @sugodesigntv

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2 months ago

Reaction–diffusion is a process where substances react with each other while spreading in space, creating self-organizing patterns.

The reaction part means the substances locally interact: one might activate or grow, while another inhibits or suppresses it. These opposing roles create tension at a small scale.
Alan Turing proposed this to explain animal patterns like stripes and spots, showing how simple local rules can generate complex forms.

In digital art, it behaves like a feedback effect: tiny variations are repeatedly reinforced, producing organic, evolving textures that feel alive #vj #motiongraphics #analog #liveshow #realtime taken in Reset! HQ by @sugodesigntv

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9 months ago

Gintoneria, Milano.
Anno 3000

Creative direction @vegazzz
Visual @sugodesigntv
📹 @gualdij / @l.calzo taken in Carroponte, Sesto San Giovanni by @sugodesigntv

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a year ago

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2 years ago

7miliardi Live visuals x @massimopericolo

La grande botta

#vj #motiongraphics #raveculture #visualscollective taken in Brebbia by @sugodesigntv

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3 years ago

Happy to share our latest work for @lamborghini “The Engine Songs”

Director: @vegazzz
DOP: @_michele.brandstetter_
Agency: @havas.milan
Production: @hrcls.milan
Executive producer: @zepsonic
Colorist: @danilovittori_colorist @not.bad.collective
Music and sound design: @alex3c @monodynamicstudio
Cover illustration: @baugasm
Set design: @giuliamandricardo_setdesigner by @sugodesigntv

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4 years ago

In these past years we realized that our job is more essential than we thought. Live shows are all but ephemeral moments, built by the collective experiences of thousands of humans gathered in one place, in togetherness.
Let's have more of this in 2022! taken in Milan, Italy by @sugodesigntv

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5 years ago

We went full 80s with the visual content for @davidguetta 's performance at @mtvema

CREATIVE DIRECTION @highscream @romain_pissenem
VISUAL CONTENT @sugodesigntv

Motion:
Art director: @sugo_steve
Executive producer: @elisarho
CG Artists: @ric_greenman , @andreamanuse_ , @sugo_steve

Live action
Director: @vegazzz
DOP: @patachitra
Production manager: @elisarho
Service: @m8studios
Dancer: @valentina_ferreri_
Make up Artist: @mariacarlini.mua
Styling: @simonesifufurlan
Styling assistant: @federicafo_
Shot at @m8studios taken in Széchenyi thermal bath by @sugodesigntv

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6 years ago

Our contents and live vjing for #rilive @radioitalia Live "Il Concerto"
#visual #vj
Direzione creativa @studioprodesign
Light design @francescodecave
Set design @gioforma taken in Palermo, Italy by @sugodesigntv

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7 years ago

Our contents and live Vjing for #rilive @radioitalia taken in Piazza del Duomo by @sugodesigntv

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7 years ago

Our latest work for @havaseventsshanghai |
@oppo Innovation Event 2019
Opening video by @sugodesigntv

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8 years ago