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Samsung is taking a different route at CES this January — instead of a traditional trade-show booth, the company will stage a standalone, gallery-style exhibition at The Wynn in Las Vegas.
A gallery-style showcase with museum sensibilities
Samsung says the Wynn space will "curate an experience that adopts techniques used in art galleries and museums" — a deliberate move to shift the focus from product pitch to visitor experience. Expect staged reveals of next-generation TVs, monitors and home appliances, presented with intentional spacing and narrative-driven displays rather than the crowded floor of a typical booth.
More than a display: events, briefings and tech forums
The Wynn location functions as more than an exhibition area. Samsung plans to host presentations, technology forums, partner consultations and private client meetings all within the same integrated venue. That setup aims to reduce congestion and give journalists, partners and buyers room for deeper conversations.
- Press presentations and live demos
- Technology roundtables and forums
- One-on-one product consultations for partners and clients
What Samsung wants to prove: a unified AI approach
At the heart of the Wynn showcase is Samsung’s message about AI. The company intends to outline a unified AI strategy — one that stitches software and artificial intelligence into a hyper-connected ecosystem. The pitch: when software and AI work together across devices, hardware limitations fade and everyday experiences become smarter and more seamless.
Imagine TVs that learn viewing habits, appliances that coordinate across the home, and monitors that adapt workflows — all tied together by a consistent AI layer and always-on connectivity.
What visitors will experience
Samsung promises a calmer, more curated visit where attendees can interact with innovations without the usual CES crush. Highlights visitors can expect:
- Hands-on demos of new TV and monitor tech
- Appliance showcases focused on connected living
- Live explanations of Samsung’s AI and software roadmap
- Smaller, focused programming for deeper engagement
By moving to The Wynn, Samsung is betting that a boutique, museum-like presentation will better convey the real-life value of its technologies — especially the company’s vision for a hyper-connected, AI-driven ecosystem that aims to feel seamless anytime, anywhere.
Source: gsmarena
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