Khaberni - Samsung Electronics has announced its intention to break away from the traditional exhibition framework and introduce a new concept for the display experience through the event ‘The First Look’ at CES 2026, the world’s largest consumer electronics show, scheduled to take place in Las Vegas, Nevada, from January 6 to 9.
Unlike the usual approach of operating a general pavilion inside the Las Vegas Convention Center, this year Samsung is moving to operate an independent showroom at the Wynn – Las Vegas. From this location, the company offers a display experience inspired by museum and art gallery methods, unveiling its latest products and technologies within a carefully considered environment.
For this purpose, Samsung has created its own display space, Samsung Display Area, on a scale considered one of the largest in the sector, allowing all activities from product showcases, presentations, events, and tech forums, to meetings with key partners and clients within a single integrated site. This step reflects Samsung's commitment to reinventing the concept of exhibitions, not just in terms of location, but through an approach that places the visitor's experience at the core of the design.
An Experience Beyond Product Showcasing: The Essence of Artificial Intelligence in a Carefully Curated Space
At CES 2026, Samsung showcases its unified vision for artificial intelligence within the device experience sector, alongside clarifying its overall business direction. From this ambitious vision, the company chose to create an independent and luxurious display area on a large scale at the Wynn hotel, enabling it to showcase its innovations without limitations, and convey its comprehensive AI strategy and the practical value it offers to users in their daily lives.
The ‘The First Look’ event is designed to highlight how Samsung’s technologies truly impact users' lives, going beyond simply showcasing the features of new products. To enhance this approach, the display area is designed in a way that reduces congestion and offers thoughtful programming, providing a deeper and more interactive experience for visitors.
A Comprehensive Display of Samsung's AI-Supported Ecosystem
Through thoughtful narrative, Samsung’s display area allows visitors to intuitively interact with the company’s AI innovations, current technologies, and future vision. Under the slogan “Your Companion in an AI-Supported Lifestyle,” Samsung demonstrates how AI technologies have been extensively employed across various product categories including mobile phones, home appliances, and displays, alongside the functions and services that connect this ecosystem.
Visitors will experience integrated AI capabilities that provide seamless and constant connectivity anytime and anywhere. This hyper-connected ecosystem, where software and AI work together to transcend traditional hardware limits, offers an experience that can only be provided by Samsung.
Technical Forums Showcasing the Latest Industry Trends
In addition to the display experience, during CES 2026 Samsung hosts a series of technical forum sessions dedicated to discussing the latest industry trends and future technologies. These sessions are held over two days, on January 5 and 6, and include four key sessions focusing on artificial intelligence, home appliances, services, and design.
Each session features a selection of Samsung experts, along with representatives from partner companies, academic circles, media, and analysts, to conduct in-depth discussions about industry trends, emerging technologies, and the future of the industry.
