Samsung Electronics will set up a dedicated space for global influencers and content creators at IFA 2026, Europe's largest home appliance and information technology (IT) show, held in Berlin. Through experiences such as an "AI escape room" that consolidation Galaxy smartphones, TVs and appliances, and SmartThings into a single game, visitors will be able to experience Samsung Electronics' artificial intelligence (AI) ecosystem.
Samsung Electronics will run the "Samsung Creator Hub" from Sept. 4 to 8 (local time) at the IFA Palais, the main exhibition hall at Messe Berlin where IFA 2026 takes place. The Creator Hub is built by combining an experience zone, studio, and lounge under the theme "The House That Knows You."
Samsung Electronics moved away from a spec-centric showcase to create a space where Generation Z and digital natives can intuitively experience the convenience and fun that AI offers in real life. The exhibition space is styled with flashy neon signs and an atmosphere reminiscent of Korean street food stalls and snack bars. It also features a private lounge where global creators can relax and a streaming studio for producing and editing content.
The core experience program is the "Samsung AI Escape Room," which implements Samsung Electronics' consolidation AI devices and SmartThings automation technology in game form. Participants complete four missions guided by Google Gemini on the Galaxy Z Fold8, which serves as a digital game master. Using a ▲Bespoke AI washing machine ▲Micro RGB TV ▲lifestyle TV "The Frame Pro" ▲Smart Monitor, participants solve assigned missions and experience each product's AI features.
Outside the escape room, Samsung installed an OLED TV with "Glare Free" technology that minimizes light reflection. Visitors who do not take part in the escape room can still watch what is happening inside in real time.
External events will also be held, including a guerrilla game called "Beat the Bot" that uses the Family Hub refrigerator's "AI Vision" technology to guess the quantities of ingredients inside the fridge.
Separate from the Creator Hub at Messe Berlin, Samsung Electronics will operate a standalone exhibition at the Humboldt Carré convention center in downtown Berlin under the theme "Your companion to AI Living." The Humboldt Carré exhibit runs from Sept. 2 to 6.