Samsung Unveils AI-Driven Design Vision at Milan Design Week with Project Luna and Future Tech Concepts

Samsung’s AI Design Vision Takes Center Stage at Milan Design Week

At Milan Design Week, Samsung presented its latest design innovations, including Project Luna, a round-screened AI companion with a swiveling head, reminiscent of Pixar’s Luxo Jr. and the iconic beep of Wall-E. The installation, part of the Design Is an Act of Love exhibition, served as Samsung’s largest design statement since hiring its first foreign chief design officer, Mauro Porcini, in 2023.

The exhibition featured a pulsating orb graphic animation—resembling a face, mouth, eye, and the light ring of HAL 9000 from 2001: A Space Odyssey—as a unifying theme across Samsung’s products and concepts. Project Luna and the Galaxy Tri-Fold smartphone acted as conductors, orchestrating a display of Samsung’s AI-driven design language.

Project Luna: A Glimpse into Samsung’s AI Future

Project Luna, with its robotic charm, is designed to be a dedicated AI companion for the home, filling gaps when other AI devices are unavailable. While many products in the show are still concepts, Porcini emphasized their plausibility:

"These are all things that could really happen in the near future."

Samsung’s AI Thesis: Personal and Communal Intelligence

Porcini outlined Samsung’s vision for AI, where phones represent personal AI, while communal AI spreads across homes. He described AI seamlessly integrating into devices like TVs and refrigerators, jumping between screens like Harry Potter’s magical transitions between paintings. However, Porcini stressed that this vision extends beyond technology—it’s about guiding AI’s ethical and creative direction.

"The key message to everybody—to all the brand people, business people, creators, and designers of the world—is we need humanity more than ever to direct AI in the right direction, both creatively and then ethically. [This technology] will happen no matter what. What we need to talk about is the moral compass."

AI-Native Products Showcased in Milan

Porcini’s exhibition in Milan featured existing Samsung products, such as Music Studio speakers and Frame TVs, alongside new AI-native concepts. The home, bedroom, and kitchen were depicted as seamless AI-integrated spaces. Among the highlights:

• Project Luna: A robotic AI companion designed for home integration.
• Square Speaker with Vinyl: A minimalist speaker with an exposed vinyl record, blending analog charm with AI functionality.

Mauro Porcini’s Vision for Samsung and AI

In a 90-minute conversation from Seoul, Porcini shared his aspirations for Samsung and the broader tech industry. He underscored the urgency of establishing a moral framework for AI, asserting that human oversight is essential as AI becomes ubiquitous.

"We need humanity more than ever to direct AI in the right direction."

The exhibition and Porcini’s remarks reflect Samsung’s commitment to shaping AI’s future through thoughtful, human-centered design.