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Samsung is ditching the crowded convention floor at CES 2026 and staging a private, museum-style showcase called "The First Look" at The Wynn Las Vegas. The goal is simple: present a unified AI ecosystem without distractions and give visitors a curated, immersive experience of the company's latest devices and services.
A standalone showcase built like an art exhibit
Rather than competing for attention inside the Las Vegas Convention Center, Samsung will run a separate exhibition hall at The Wynn during CES (January 6–9, 2026). The company says it will use gallery and museum display techniques to stage product demos, technology forums, and client consultations in a single, controlled environment — a setup designed to amplify its messaging around AI integration across product lines.
What Samsung plans to reveal
Expect Samsung to spotlight how its AI platform connects mobile, consumer electronics, and home appliances. The First Look exhibition will host presentations, panel discussions with industry experts, and hands-on product zones. According to Samsung, the lineup will include new smart appliances, its 2026 TV range, gaming monitors, and other devices that showcase tighter AI-driven interoperability.
Why does this matter? Imagine your TV, refrigerator, and phone working together more intelligently — anticipating needs, automating routines, and delivering richer user experiences. Samsung is pushing that narrative at CES by controlling the environment where those demos take place.
Panels, partners, and a focused conversation on design and AI
Alongside product reveals, Samsung will host panel sessions centered on AI, home appliances, design, and services. These will bring together experts and partners to discuss trends and future directions — a useful draw for journalists, buyers, and industry observers who want deeper context rather than quick booth demos.
In short, The First Look is Samsung's bid to be the most coherent voice on the floor: a polished, distraction-free showcase that highlights how an AI-first approach shapes devices across the home and personal tech categories.
Source: sammobile
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