Samsung to present standalone CES 2026 showcase at The Wynn Las Vegas

Samsung announced Thursday it will not operate a booth at the Las Vegas Convention Center during CES 2026, instead hosting a standalone exhibition at The Wynn Las Vegas from January 6-9.The company is creating the "Samsung Exhibition Zone" at the luxury hotel to showcase its AI products and strategy. The move marks a significant departure from the traditional CES booth model used by major technology companies.Samsung will use the space to demonstrate how its AI technology works across mobile devices, home appliances and displays. The exhibition theme is "Your Companion to AI Living."The company said the standalone venue allows it to show how its products connect through AI and software, creating what it calls a "hyper-connected ecosystem." Samsung claims this integrated approach differentiates it from competitors.The exhibition space will house product displays, presentations, client meetings and technology demonstrations in one location. Samsung said this integrated setup provides a better experience than spreading activities across multiple convention center booths.Samsung will host Tech Forum panel discussions on January 5-6 featuring company executives, industry analysts, academics and media representatives. Four sessions will cover AI, home appliances, services and design.The company described the venue change as reflecting its commitment to customer experience over traditional exhibition formats. By using a gallery-style presentation at The Wynn, Samsung aims to reduce crowding and allow visitors more time to engage with its technology.