A New Venue Beyond the Traditional Exhibition Hall
Effectively Delivering a Differentiated AI Experience
Samsung Electronics will break away from the traditional exhibition format and pursue a paradigm shift at CES 2026, the world's largest home appliance and information technology (IT) exhibition, to be held in Las Vegas, USA, in January next year.
On the 26th, Samsung Electronics announced that it has set up a large-scale, exclusive exhibition hall at Wynn Las Vegas, rather than at the Las Vegas Convention Center (LVCC). In this new space, the company will introduce new products and technologies through "The First Look," which applies the curation concept of art galleries and museums.
Samsung Electronics' exclusive exhibition hall is designed to allow all activities-including product displays, announcement events, technology forums, and client and partner consultations-to be organically integrated. The exhibition space alone is the largest in the industry, measuring 4,628 square meters (approximately 1,400 pyeong). The company changed its exhibition approach to present customer value that only Samsung Electronics can offer through its AI technology and to help visitors experience the future direction that Samsung envisions.
At this CES, Samsung Electronics will present its vision of "Your Companion to AI Living." To effectively communicate this vision, the exhibition hall will be designed as an "AI Living Platform," where all Samsung devices and services are connected by AI to enhance customer experiences. Visitors will be able to enjoy a differentiated AI experience in which all product categories and services-including TVs, home appliances, and mobile devices-are seamlessly connected.
Product image of Samsung Electronics Micro RGB TV scheduled to be unveiled at CES 2026. Samsung Electronics
Samsung Electronics highlights its strength in realizing a "hyper-connected ecosystem" where hardware, software, and AI are perfectly integrated. To this end, the company has innovated its exhibition method, moving away from the traditional focus on individual products or technologies, to effectively showcase AI experiences that everyone can enjoy anytime and anywhere. In order to fully convey how AI naturally integrates into users' daily lives, Samsung chose a large, independent space free from noise and congestion as its exhibition venue. In addition, to help visitors focus on the exhibits as much as possible, the company will minimize crowding and strengthen its docent program to enable effective experiences.
A Samsung Electronics official stated, "To fully convey our integrated AI vision and strategy, as well as the value of AI that consumers can enjoy in real life, we have set up a customer-centric, experiential exhibition hall in an independent space."
Product image of Samsung Electronics AirDresser scheduled to be unveiled at CES 2026. Samsung Electronics
Samsung Electronics will kick off with "The First Look," an event to unveil new products and technologies ahead of the CES opening, and will present new directions through various exhibitions and events throughout CES. Going beyond simply introducing new products, the company will also host the "Samsung Tech Forum," which will highlight the latest industry trends and future technologies.
The "Samsung Tech Forum," to be held over two days on January 5 and 6 (local time), will consist of four sessions on the themes of AI, home appliances, services, and design, and will be conducted in a panel discussion format. Each session will feature experts from within Samsung, as well as partners, academia, media, and analysts, who will discuss industry trends.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
