Samsung Electronics will set up the largest-ever premium pavilion at CES 2026, the world's biggest home appliance and IT exhibition, to be held in Las Vegas, United States, from Jan. 6–9 (local time).
According to the industry on the 10th, Samsung Electronics decided to build an exclusive pavilion measuring 4,628 square meters (about 1,400 pyeong) at the Wynn Hotel, rather than at the Las Vegas Convention Center (LVCC), the main venue of CES. This will be the largest among the corporations participating in next year's CES, and also Samsung Electronics' largest CES pavilion to date by floor area.
At this year's CES, Samsung Electronics operated the largest pavilion among participants at the LVCC, spanning 3,368 square meters (about 1,019 pyeong), and next year it will expand the exhibition area to about 1.4 times this year's size. Next year, it plans to consolidate side events such as TV and home appliances at the Wynn Hotel.
The strategy is to introduce the company's integrated vision and new products more effectively to visitors, including client companies and partners, and to provide a differentiated exhibition experience tailored to visitors.
The Wynn Hotel is one of the exhibition venues accredited by the Consumer Technology Association (CTA), the organizer of CES, and is regarded as a top-tier hotel in Las Vegas, making it suitable for operating a premium pavilion.
It is the industry's first attempt for a major information technology (IT) corporation participating in CES to set up a large-scale premium exhibition hall at a luxury hotel to offer a differentiated experience.
Samsung Electronics' startup accelerator "C-Lab Outside" and its in-house venture program "C-Lab Inside" plan to set up a pavilion in "Eureka Park," where startups mainly gather.
Meanwhile, SK Group will not participate in CES 2026. SK has taken part in CES since it operated a joint group booth featuring its three core companies in 2019 (SK hynix, SK Telecom, SK Innovation), but it decided not to participate next year.