Samsung unveils a design-forward AI vision at Milan Design Week with the Design Is an Act of Love installation, spotlighting Project Luna—a round, AI-headed device—and a suite of AI-enabled home products.

In demonstrations, Luna acts as a conductor for Samsung’s ecosystem, moving between Luna, a TV, a speaker, and a projector to control devices and present a unified interface.

Samsung frames Luna within a broader future design language, acknowledging past challenges with smart speakers and robot concepts, noting that some ideas may remain as concepts rather than consumer products.

Porcini emphasizes a moral compass for AI, urging humanity to guide AI creatively and ethically, while recognizing AI will progress and calling for responsible leadership and governance.

The core idea is a shift from device-centric AI to ubiquitous, shared experiences that move seamlessly across devices, prioritizing human-centric and ethical considerations.

Context references Ballie’s history and the 2018 Galaxy Home cancellation, suggesting skepticism about timelines for consumer-ready smart-home devices.

The exhibition positions Samsung within its consumer electronics and home-appliance strengths while flagging ongoing privacy and data-collection concerns, underscoring transparent policies and user trust for adoption.

Samsung’s design chief Porcini frames the presentation as a conceptual, future-looking vibe rather than a ready-to-buy product.

Porcini reiterates the goal of conveying the intended design language and vibe of future products, not signaling an imminent consumer launch.

Luna features a round screen on a swiveling head, a pulsating orb, and playful beeps instead of speech to appear approachable.

The AI can follow users by appearing on the nearest screen or speaker as they move, enabling a continuous experience across the home.

Mauro Porcini, Samsung’s Chief Design Officer, emphasizes communal AI and integrated design across devices, underscoring a human-centered, ethically guided approach.