For the first time that I can recall in my 22+ years attending CES in Las Vegas, Samsung will not have a massive booth in Central Hall of the Las Vegas Convention Center (LVCC). This isn’t to say the company is opting out of participating in the tech event entirely, or even in a big way as it always has. It’s quite the opposite. But Samsung has decided to shift its event over to Wynn Las Vegas instead, marking a surprising move.
The First Look Will Preview the Device eXperience
Samsung has always held an event called The First Look for media, where we’re able to get a preview of all the new products coming for the year, from TVs to audio, appliances, and more. Last year, Vision AI was the big overarching story, which will likely continue with updates this year.
This year, Samsung will still hold The First Look on January 4, 2026 at 7 p.m. PT in the Latour Ballroom at the Wynn, two days prior to the show’s official opening. There, the company will unveil its vision for the DX (Device eXperience) Division and new AI-driven customer experiences.
TM Roh, CEO and Head of the Device eXperience (DX) Division, will be the keynote speaker for The First Look. SW Yong, President and Head of the Visual Display (VD) Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business, will also appear on stage to share their respective business directions for the upcoming year.
The event will be streamed live on Samsung Newsroom, Samsung Electronics’ official YouTube channel and as well as Samsung TV Plus, the company’s FAST (free, ad-supported TV streaming) service.
The Exhibition Space at The Wynn
Beyond this, Samsung notes that additional Samsung events and exhibitions will take place at this same exclusive exhibition location through January 7, 2026. Meanwhile, it seems the space typically occupied by the Samsung booth in the LVCC will now be the new location for the TCL booth, a company that offers TVs and audio as well as mobile devices and more.
Despite this change in venue away from the main show floor, Samsung says it will be unveiling its “most ambitious vision yet across AI, home innovation, security, design, and the future of entertainment.”
A spokesperson from Samsung gives WiFi HiFi further indication as to why the decision was made. “Samsung continually evaluates how best to showcase its latest innovations and create meaningful experiences for media and attendees. This year, Samsung chose to host its CES showcase at the Wynn to support a more expansive and immersive experience that better reflects the scale and storytelling behind its newest technologies. The new location enables Samsung to bring its connected experiences to life in a more holistic way, while continuing to engage closely with media, partners, and CES attendees.”
Beyond The First Look and Exhibition Zone, Samsung is also holding a variety of other media events, including forums and sessions, all of which will take place at The Wynn.
A Major Change: Will Others Follow Suit?
This marks a huge change for one of the biggest brands in the business. While there are plenty of major companies that participate heavily in CES but don’t have a booth presence, like HP, Intel, and Microsoft, Samsung has been a central focus of the show, specifically on the show floor, for decades. Anyone who attends the show typically makes a beeline to two booths first: LG and Samsung. But are usually spectacles with fabulous setups showcasing their technology and products in a big way. You feel like a sardine navigating through them as everyone is excited to see what’s to come.
Samsung shifting to another venue is an interesting strategy that could work if done right. But the number of companies opting for off-site suites, ballrooms, and venues becomes unwieldy, detracting from the idea that CES is where you can see everything in one place. While it’s all in the same city, getting around from one venue to the next is almost like trying to go somewhere else entirely! As more companies move to off-site locations, CES becomes less and less of a single show and more of a Vegas anchor for meetings in the first week of January.
That said, navigating an insanely busy booth like Samsung’s, especially on day one, and trying to get a good look at products or have a conversation with a company rep is never easy. This move may have been made to combat that, affording a quieter, more pleasurable experience. The Exhibition Zone will be open for guided tours from January 5 to 7, from 9 a.m. to 7 pm PT, by appointment only, and for show-goers to visit at their leisure as well.
Offsite or not, we’ll be touring the Samsung Exhibition Zone ahead of CES to bring you details about all the exciting developments coming in video, audio, smart home, appliances, and across the AI-driven ecosystem. Bookmark our CES news section to stay updated ahead of, during, and after the show.
CES 2026 takes place January 6-9, 2026 in Las Vegas. Here’s everything you need to know about the show.