Before the opening of Europe's largest home appliance trade show, "IFA 2026," in Berlin, Germany, Samsung Electronics is opening a standalone exhibition hall in downtown Berlin to showcase an "AI everyday companion" that spans TVs, appliances, and mobile. IFA 2026 is Europe's largest home appliance and information technology (IT) trade show, held at Messe Berlin from the 4th to the 8th (local time).
Starting on the 2nd, Samsung Electronics is operating an exhibition at the Humboldt Carré convention center in Berlin under the theme "Your companion to AI Living." The exhibition runs through the 6th. It focuses on showing how artificial intelligence (AI) helps users in all aspects of daily life—beyond an "AI home" that controls consolidated appliances and smart devices—to leisure, living, and health care.
The exhibition space is organized into three zones: ▲ Entertainment Companion ▲ Home Companion ▲ Care Companion. From displays such as TVs and monitors to appliances like refrigerators and washing machines, as well as smartphones and wearables, Samsung Electronics' key product lines are tied together around AI.
At the entrance, an arch-shaped "Portal" guides visitors into a new space. After passing through the portal, visitors can experience "AI Living" proposed by Samsung Electronics in three themed areas.
Benjamin Braun, chief marketing officer (CMO) for Europe at Samsung Electronics, said, "AI must deliver meaningful benefits that people can see and feel in their daily lives," and "we will showcase practical and accessible applications of AI across entertainment, mobile, and the consolidated home ecosystem."
◇ From Micro RGB to 1100 Hz monitors… TVs get Conversational AI
In the Entertainment Companion zone, next-generation TVs, gaming monitors, and AI-based content features are on display. The "Micro RGB" TV uses tiny red, green, and blue (RGB) light-emitting diodes (LEDs) to render color, contrast, and sharpness with precision.
The "Vision AI Companion" applied to 2026 TVs recommends personalized content and provides information tailored to the viewing context based on Conversational AI. It also introduces Samsung Electronics' ad-supported free streaming TV (FAST) service, "Samsung TV Plus." Samsung TV Plus has more than 100 million monthly active users (MAU) worldwide.
New gaming monitors are also on display. The "Odyssey G7 (G75SJ)" is the world's first 42-inch curved organic light-emitting diode (OLED) gaming monitor. The 27-inch "Odyssey G6 (G60H)" is the world's first to support an ultra-high refresh rate of up to 1100 Hz.
◇ Up to 70% lower than Europe's energy efficiency standard… built-in appliances on display
The Home Companion zone showcases appliances that reduce energy use and maximize space efficiency. The "Bespoke AI Family Hub" refrigerator recognizes ingredients with its internal camera and "AI Vision" technology and suggests recipes accordingly. On the large front touchscreen, users can check and control the real-time power consumption of appliances consolidated in the home.
Built-in appliances tailored to Europe's residential environment are also on display. The "hood-integrated induction" embeds a fan and filter that absorb odors and smoke generated during cooking into the induction unit, eliminating the need to install a separate kitchen hood.
Samsung Electronics said the built-in dishwasher reduces energy use by 20% more than Europe's top energy efficiency grade, A. It also features "AI tailored wash," which detects how dirty the dishes are and adjusts water usage and energy consumption.
The "Bespoke AI washing machine" uses a high-efficiency inverter motor to adjust motor operation to the state of the laundry, and during spin cycles, it balances the load to cut unnecessary energy use. It uses 70% less energy than Europe's A energy efficiency grade. It also introduces a model that maintains the exterior size while expanding the internal space with SpaceMax technology to secure a 13 kg washing capacity.
◇ Hands-on with the Galaxy S26 FE launching on the 4th… expanding care to mobile
In the Care Companion zone, smartphones and wearables such as ▲ Galaxy S26 FE ▲ Galaxy Z Fold8 Ultra ▲ Galaxy Z Fold8 ▲ Galaxy Watch Ultra2 ▲ Galaxy Watch9 are on display.
Samsung Electronics also set up a space to try the "Galaxy S26 FE," which launches on the 4th. It comes with the latest software, "One UI 9." It supports "My FanCam," a portrait-focused editing feature, and "Super Steady," which keeps the shooting frame level.
The "Galaxy Z Fold8 Ultra" weighs 215 g and is 4.1 mm thick when unfolded. The "Galaxy Z Fold8," at 201 g, is the lightest in the Galaxy Z Fold series to date. It features a 4,800 mAh battery and a 50-megapixel dual camera.
Separately from Humboldt Carré, Samsung Electronics is also operating the "Samsung Creator Hub" at the "IFA Paläe" at Messe Berlin, where IFA 2026 is being held. There, it will present hands-on programs that use Samsung Electronics' AI ecosystem.