Samsung transforms its participation in fairs with 'The first look'

Breaking the conventional framework of technology exhibitions, Samsung account in CES 2026 (until the 9 January in Las Vegas) with a separate room to offer an experience based on the AI ecosystem.

The new concept The first look what Samsung has been launched in CES 2026, which is celebrated until next 9 January in Las Vegas, breaks with the conventional framework of exhibitions, transforming the paradigm of electronics fairs through immersive experiences and technological forums with the main leaders of the sector.

Con The first look, The technology company moves from having a public booth at the Las Vegas Convention Center (LVCC) to set up one independent showroom en The Wynn, where Samsung has created an experience that uses art gallery and museum techniques to showcase your new products and solutions.

To this end, the firm has built its own exhibition space, the so-called Samsung Exhibition Zone, allowing all activities (product exhibitions, presentations, events, technology forums and consultations with customers and partners) are carried out organically in a only integrated placeo.

This new concept, that he will probably perform in other competitions, reflects Samsung's commitment to transforming the exhibition paradigm beyond a simple change of venue, towards a user experience focused approach.

In CES 2026, Samsung presents its unified AI approach for its Device eXperience division (DX) and defines your global business strategy. This proposal has motivated the creation of an independent, large-scale exhibition space at The Wynn at the event., in which there are no limitations to show your innovations and transmit your global vision with this technology and what it can bring to consumers.

As the company points out, “The first look has been designed to demonstrate how Samsung technology transforms lives, going beyond the simple presentation of the characteristics of new products”. To create a fully immersive environment, the exhibition will minimize crowding and improve scheduling to offer visitors “a deeper and more meaningful experience”.

Through a carefully crafted narrative, The Samsung exhibition area has been designed to allow Visitors intuitively interact with AI innovation of the company, its current key technologies and its vision for the future.

Under the motto A companion for life with AI, This space shows how the company has applied artificial intelligence technologies on a large scale not only in all its product categories., including your screens, but also in the functions and services that connect them.

Visitors can experience these differentiated AI capabilities, that offer connectivity anytime, anywhere. “This hyperconnected ecosystem, in which software and AI work together to overcome the normal limits of hardware, It is something that only Samsung can offer”, those responsible assure.

During the contest, Samsung has also organized Tech Forum round tables, dedicated to exploring the latest trends in the sector and the technologies of the future, with the participation of company experts and representatives of associated companies, the academic world, the media and the analyst community.