Samsung Electronics has announced plans to operate a standalone exhibition hall at CES 2026, moving away from the traditional public booth format. Instead of exhibiting at the Las Vegas Convention Center, Samsung will host its showcase at The Wynn Las Vegas from January 6 to 9, presenting what it calls a new exhibition approach focused on immersive experiences and storytelling.
The exhibition, branded as The First Look at CES 2026, will be held inside a dedicated Samsung Exhibition Zone. The space is designed to bring together product displays, presentations, events, technology forums and partner meetings in one integrated environment. Samsung stated that the format draws inspiration from galleries and museums, allowing visitors to explore technologies in a more structured and experience driven setting.
At the center of the exhibition is Samsung’s unified AI strategy across its Device eXperience division. Under the theme “Your Companion to AI Living,” the company will showcase how AI is integrated across smartphones, home appliances and display products, along with the software and services that connect them. The exhibition aims to demonstrate how these AI capabilities work together to support connected and always available user experiences.
Samsung said the new format is intended to reduce congestion and allow visitors to engage more deeply with its technologies. Rather than focusing only on individual product features, the exhibition will highlight how AI can be applied across everyday scenarios and devices within a single ecosystem.
In addition to the exhibition, Samsung will host a series of Tech Forum panel discussions on January 5 and 6. These sessions will cover topics including AI, home appliances, services and design. Speakers will include Samsung leaders along with representatives from partner companies, academia, media and industry analysts, offering perspectives on current trends and future technology directions.
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