Samsung Electronics announced that it will operate a standalone exhibition hall at CES 2026, relocating from the Las Vegas Convention Center to The Wynn Las Vegas.
The company announced the plan on December 26 in Korea, referring to the new format as “The First Look.”
Instead of a traditional booth, Samsung will use the dedicated venue to present new products, services, and its broader AI strategy in an integrated environment.
The exhibition space, called the Samsung Exhibition Zone, will host product showcases, presentations, closed-door meetings, and technology forums in one location.
Samsung said the focus will be on its unified AI approach across the Device eXperience business, covering mobile devices, home appliances, displays, and connected services.
The theme, “Your Companion to AI Living,” is designed to show how its products link together through software and AI to deliver connected experiences across the home and on the go.
The company also plans a series of Tech Forum panels on January 5–6 featuring Samsung executives along with partners, academics, analysts, and media.
Sessions will cover AI, home appliances, services, and design, with discussions on current industry trends and future technology directions.
Why This Matters Today
Samsung is shifting from a conventional floor presence to a dedicated venue, signaling that AI is now the center of its product story rather than a single-category feature.
You are seeing major vendors redesign how they present products to emphasize connected systems rather than individual devices.
The move underscores growing competition over “AI ecosystem” messaging ahead of major product cycles in phones, TVs, and appliances.
By controlling its own exhibition space, Samsung gains more time, space, and privacy for partner meetings and strategy briefings outside the main convention halls.
Our Key Takeaways:
- Samsung will host a standalone exhibition hall at The Wynn Las Vegas during CES 2026, replacing its traditional booth in the convention center.
- The showcase will emphasize an AI ecosystem across mobile, appliances, and displays under the theme “Your Companion to AI Living.”
- Samsung will also hold Tech Forum sessions on January 5–6, covering AI, services, home appliances, and design with internal and external experts.
You may also want to check out some of our other tech news updates.
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