Samsung Electronics said on the 26th it will set up a large-scale standalone exhibition hall at CES 2026, the world's largest information technology (IT) and home appliance show, to be held in Las Vegas from Jan. 6 to 9 (local time) next year.
Samsung Electronics has so far set up its booth at the Las Vegas Convention Center, where the main exhibitions take place. However, next year's event will feature a separate hall at the Wynn hotel. The company said it "boldly broke the mold of existing exhibitions and moved to shift the exhibition paradigm."
Samsung Electronics applied the "curation" concept, commonly seen in art galleries and museums, to this standalone hall. Under the theme "The First Look," it will unveil new products and technologies. The company arranged the exhibition space so that all activities—▲ product displays ▲ presentation events ▲ technology forums ▲ consultations with clients and partners—can proceed organically. The exhibition space alone is 4,628 square meters (about 1,400 pyeong), the largest in the industry.
Samsung Electronics cited "presenting customer value that only Samsung Electronics can deliver through AI technology" as the background for this shift in exhibition format. It said it broke from the conventional approach "to help visitors fully feel the future direction Samsung pursues."
At this CES, Samsung Electronics will present the vision "Your companion to AI living." The hall will also be arranged as an "AI living platform" to convey this vision by showing that all of Samsung Electronics' devices and services are connected by AI.
It determined that the Wynn hotel is more suitable than the main venue for maximizing "product experience." The aim is to convey AI technological prowess through an independent large space free from noise and congestion. It also strengthened a "docent program" to enable effective hands-on experiences.
A Samsung Electronics official said, "To fully convey Samsung Electronics' integrated AI vision and strategy, and the value of AI that consumers can enjoy in everyday life, we prepared a customer-centric experiential exhibition space in an independent venue."
Alongside operating the hall, Samsung Electronics will also hold the "Samsung Technology Forum" over two days, Jan. 5–6 next year. Sessions will cover AI, home appliances, services, and design, with participation not only from in-house experts at Samsung Electronics but also from partners, academia, media, and analysts to discuss industry trends and technology.