Samsung Electronics unveiled 'Project Luna,' a desktop AI robot concept, at Milan Design Week 2026. This product is part of Samsung’s exhibition 'Design is an Act of Love,' which runs from April 20 to 26 at Superstudio Più in Milan, Italy. Samsung announced that it will showcase over 120 products and concepts across 12 immersive zones during the exhibition.
Project Luna features a rotating circular display mounted on top. Fast Company reported that the product appeared as a central device in the exhibition welcoming visitors, introducing Samsung's AI vision through voice and movement. Official Samsung materials also explained that the 'Welcome Show' at the entrance and the final 'Goodbye Show' demonstrated an integrated experience where AI connects devices and spaces.
Samsung places the core of this exhibition on human-centered design and expressive design. Mauro Porcini, President of Samsung Electronics' DX Division and Chief Design Officer (CDO), stated that design should reflect diverse lifestyles and values, and Samsung has summarized this with the expression AI x (EI+HI). This explains that human intention, empathy, and imagination, rather than technology itself, should determine the direction of AI.
