[London (UK) = 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 object (sculpture) featuring a round screen positioned upright like a head. Although it was not officially announced on the 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, SamsungElectronics introduced Luna as a “lighting object” that understands and responds to users’ daily lives.

It is not a commercial product developed with the intention of an official launch 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 appeared, the focus was on how AI coexists with people rather than on individual features. At the time, SamsungElectronics showcased both Luna and the Galaxy Z Tri-Fold to explain its AI vision along two distinct paths. Smartphones symbolized “personal AI” that follows 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 helps users with their personal schedules, searches, and content creation, shared AI is designed to understand the situations of family members and nearby devices in the living room or kitchen. Rather than a finished product intended to demonstrate specific functions, Luna is closer to a device that visualizes what form and demeanor AI in the home might take when interacting with people.

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 conveying the 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 through 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 via 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 involves AI experiences that go beyond smartphones to naturally permeate every corner of users’ living spaces.