Samsung Electronics has announced that it will present a new exhibition concept at CES 2026, the world's largest consumer electronics show in Las Vegas, from January 6–9, 2026. Instead of a regular booth at the Las Vegas Convention Center, Samsung will open a standalone exhibition hall at The Wynn Las Vegas. This will allow the company to make a unique experience using ideas from art galleries and museums to introduce new products and technologies.
The space, called the Samsung Exhibition Zone, is planned on a large scale, where all activities, such as product displays, presentations, events, as well as consultations, will take place in one area. The company's target is to bring more than just a venue change it wants to focus on providing a better customer experience.
At CES 2026, Samsung will show its AI (Artificial Intelligence) advancements in its Device eXperience (DX) Division, reflecting how AI can help in everyday life. The exhibition will showcase products and also how Samsung’s AI strategy can bring value for consumers. The theme for the event, "Your Companion to AI Living," will show how AI is used across Samsung’s products, like mobile devices, home appliances, and displays, as well as the services that connect them.
The Samsung Exhibition Zone will also include Tech Forum panel discussions on January 5–6, aiming on the latest trends in AI, home appliances, and design. Experts from Samsung, partner companies, as well as other industries will discuss future technologies along with industry developments.
Samsung’s new exhibition approach targets on creating an engaging and immersive experience, allowing visitors to better understand the company’s AI innovations and vision.