Samsung Electronics announced a bold new approach at CES 2026 by presenting an innovative display experience at The First Look in the Wynn Las Vegas hotel. Moving beyond the traditional booth concept, the company offers an immersive and unique showcase of its latest technological innovations and products.
Integrated and Innovative Exhibition Space
The Samsung Exhibition Zone was designed to the highest global standards, combining product displays, events, technology forums, and interactive experiences for customers and partners in a single, integrated space. This innovative setup demonstrates Samsung’s commitment to providing visitors with a differentiated and immersive experience, going beyond mere product displays.
Integrated AI and Unique Experiences
The exhibition highlights Samsung’s unified AI vision within the Device eXperience (DX) section, showing how these technologies can enhance daily life. Visitors can interact with Samsung’s full range of products—from smartphones to home appliances and displays—within a fully connected and intelligent ecosystem.
Technology Forums to Explore the Future
On January 5 and 6, Samsung hosts a series of technology forums focusing on AI, home appliances, services, and design. The sessions feature Samsung experts, global company representatives, academics, and industry media, providing in-depth discussions on technology trends, innovations, and the future of AI and consumer electronics.
An Unprecedented CES 2026 Experience
Through The First Look, Samsung delivers a storytelling-based exhibition, allowing visitors to directly engage with its innovations and explore future trends. The exhibition embodies the company’s motto, “Your Companion in an AI-Powered Life,” offering an immersive, interactive experience that demonstrates the transformative potential of AI across all devices and services.
