[London = E-Daily Reporter Shin Yeong-bin ] SamsungElectronics(005930)An unfamiliar artificial intelligence (AI) device made an appearance in a corner of the venue where unveiled its new Galaxy products. It was “Project Luna,” a tabletop installation featuring a round screen positioned upright like a head. Although it was not officially announced on the main Unpacked stage, it drew attention by appearing in the hands-on experience area for new foldable phones and wearables.

SamsungElectronics displayed Project Luna at the “Galaxy Unpacked 2026” exhibition held in London, UK, on the 22nd. Luna played videos by moving its circular display from side to side and created interactive media art by synchronizing its movements with the screens of the new Galaxy Z Fold and Flip models placed nearby. This scene, in which multiple Galaxy devices were connected as if they were a single piece of content, demonstrated the potential for expansion of the AI device ecosystem envisioned by SamsungElectronics.

Luna is an AI home DEVICE concept that SamsungElectronics first unveiled at Milan Design Week in Italy this past April. At the time, Samsung introduced Luna as a “lighting object” that understands and responds to users’ daily lives.

It is not a commercial product finalized for official release or sale. Specific details such as size, weight, sensor configuration, the AI model it uses, release date, and price have not been disclosed. On its design website, SamsungElectronics explained that some of the devices featured at the Milan exhibition were in the early design exploration phase and that there are currently no plans for a commercial launch. No specific plans for commercializing Luna have been announced either.

Nevertheless, it is noteworthy that SamsungElectronics brought Luna back to the Galaxy Unpacked exhibition hall. Unpacked is an event centered on new smartphones and wearables that consumers can actually purchase. Placing a project-based concept—not intended for official announcement—in the same space as the latest Galaxy devices is interpreted as a strategic choice to showcase the next-generation AI experience SamsungElectronics is envisioning.

At the Milan exhibition where Luna first debuted, the focus was on how AI coexists with people rather than on individual features. At the time, SamsungElectronics showcased Luna alongside the Galaxy Z Tri-Fold to explain its AI vision along two distinct paths. Smartphones symbolized “personal AI” that adapts to an individual’s tastes and lifestyle, while Luna represented “shared AI” that connects multiple people and devices in shared spaces such as the home.

While AI in smartphones assists individual users with their schedules, searches, and content creation, shared AI works by collectively monitoring the status of family members and nearby devices in spaces like the living room or kitchen. Rather than a finished product designed to demonstrate specific functions, Luna is more akin to a device that visualizes the form and demeanor in which AI will interact with people within the home.

At “The Goodbye Show,” the final space of the Milan exhibition, Luna took center stage in a performance blending music and light. By displaying colors and graphics on its circular screen and appearing to respond to people, it portrayed itself not as a cold, complex machine but as a friendly AI companion. SamsungElectronics explained this as a message that technology can connect with people and become an entity capable of conveying emotions.

Luna’s appearance at this Unpacked exhibition is interpreted as a symbol of the next phase Samsung AI is heading toward. While Galaxy AI is currently expanding primarily across personal devices such as smartphones and watches, the vision is to build an “AI ecosystem” where various devices and spaces within the home are connected through AI.

While the new foldable phones and wearable devices were the stars of the Galaxy Unpacked event, the small AI object placed in one corner of the exhibition hall quietly revealed the direction SamsungElectronics is charting for future devices. This signifies that the next phase SamsungElectronics is preparing for is an AI experience that naturally permeates every corner of users’ living spaces, extending beyond smartphones.