Samsung Electronics announced on December 26, 2025, that it will not exhibit at the Las Vegas Convention Center during CES 2026. Instead, the company will operate a standalone exhibition hall at The Wynn Las Vegas for its event called The First Look.
The shift allows Samsung to create an integrated space for product displays, presentations, client meetings, and events. The company described the setup as drawing from art gallery and museum techniques to provide immersive experiences for visitors.
Under the theme “Your Companion to AI Living,” the exhibition will highlight AI applications across mobile devices, home appliances, displays, and connected services.
Samsung will also hold Tech Forum panel discussions on January 5-6, featuring company experts and external participants from partners, academia, media, and analysts.
Why This Matters Today
You see a major change in how large tech companies approach CES, the annual consumer electronics show held January 6-9 in Las Vegas. Samsung traditionally maintained one of the largest booths at the convention center’s Central Hall, but this move to an off-site premium venue marks a departure from that model.
The decision gives Samsung more control over visitor flow and experience, with reduced congestion and curated storytelling focused on its AI ecosystem. The company stated the standalone space enables fuller expression of its Device eXperience division strategy without venue constraints.
Industry observers note this could signal a trend toward exclusive, invitation-focused events at CES, prioritizing quality interactions over mass attendance. Other reports confirm Samsung’s absence from the convention center floor.
Our Key Takeaways:
- Samsung will host its CES 2026 activities in a dedicated exhibition hall at The Wynn Las Vegas, abandoning its traditional booth at the Las Vegas Convention Center.
- The setup emphasizes immersive AI demonstrations across products and services, plus panel discussions on industry trends.
- Monitor CES 2026 for details on specific product reveals and whether this off-site model influences attendance or competitor strategies.
You may also want to check out some of our other tech news updates.
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