Samsung is set to redefine how technology is unveiled on the
global stage as it prepares for CES 2026 with a radically reimagined showcase
experience. Instead of following the long-standing tradition of hosting a
public booth at the Las Vegas Convention Center, the company will debut The
First Look at CES 2026 from an exclusive, standalone venue at The Wynn Las
Vegas between January 6 and 9.
This strategic shift signals Samsung’s intent to move beyond
conventional trade-show displays. The brand is designing its presence more like
a curated cultural experience, drawing inspiration from art galleries and
museums to present its latest innovations. The newly created Samsung Exhibition
Zone will function as a unified ecosystem, bringing together product demonstrations,
executive presentations, technology discussions, partner engagements, and
private consultations under one roof.
By consolidating all activities into a single, immersive
environment, Samsung aims to place customer experience at the center of its CES
strategy—transforming the exhibition from a product showcase into a
storytelling platform that reflects how its technologies integrate into
everyday life.
Smarter Living Through Fabric Care Innovation
Among the standout innovations is the enhanced Bespoke AI
Laundry Combo, which builds on its 2024 debut with notable performance
upgrades. The new “Super Speed” cycle leverages high-pressure spray technology
to accelerate detergent absorption and rinsing, while a newly introduced
Booster Heat Exchanger improves drying efficiency. Samsung has also added Auto
Open Door+, a feature designed to improve airflow inside the unit and reduce
moisture-related odours after cycles are complete.
Recognising the need to serve multiple price segments,
Samsung will offer the appliance with two display options: a premium 7-inch LCD
screen and a more cost-effective 2.8-inch version. The Laundry Combo is
complemented by the updated Bespoke AI AirDresser, which returns with an
emphasis on hygiene and garment care. Its Auto Wrinkle Care technology uses
dual steam and air jets to refresh clothing while claiming to eliminate up to
99.9% of select bacteria and viruses.
Leadership Vision at the Forefront
The media showcase will be led by Samsung’s top leadership, including TM Roh, CEO and Head of the Device eXperience (DX) Division; SW Yong, President and Head of the Visual Display (VD) Business; and Cheolgi Kim, Executive Vice President and Head of the Digital Appliance (DA) Business. Together, they will outline how Samsung plans to drive customer-centric innovation across devices, displays, and home appliances in the year ahead.
By - Aaradhay Sharma
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