SEOUL, December 26 (AJP) - For the first time in its CES history, Samsung Electronics will operate a fully standalone exhibition space, breaking away from its long-established practice of presenting its products in the Las Vegas Convention Center’s Central Hall. The move underscores Samsung’s push to position itself as a leader in connected AI ecosystems ahead of next year’s show.
Samsung has secured a 4,628-square-meter venue at the Wynn Las Vegas hotel, separate from the main CES grounds. The company said the location will allow it to present an “AI living platform” — a curated environment linking TVs, appliances, mobile devices and services through unified software and artificial intelligence.
Unlike previous years, Samsung will structure the space around thematic experiences rather than product-by-product displays. The standalone format will consolidate demonstrations, technical briefings, partner meetings and a newly introduced “Samsung Tech Forum,” featuring panels on AI, devices, services and design between Jan. 5–6.
A Samsung official said the decision to leave the LVCC was deliberate.
“We previously showcased most of our systems in the Central Hall, but this year we wanted a larger, more private space,” the official said.
“By operating a dedicated hall, visitors — whether consumers or business partners — can move seamlessly from product displays to announcement events and technology forums in one place.”
Samsung said the shift reflects the need to demonstrate its AI capabilities across its entire device portfolio rather than as isolated features. The standalone venue is also intended to minimize congestion and offer guided, structured sessions.
Ahead of the official CES opening, the company will host “The First Look,” an event used to preview new hardware and technologies. It will also hold two media briefings outlining its AI strategy and product roadmap.
“Our goal at CES 2026 is to show how AI can blend into everyday routines through tightly connected hardware–software experiences,” said a representative.
reporter
Candice Kim
candicekim1121@ajupress.com
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