Samsung to Host Standalone Showcase at CES at the Wynn Las Vegas
Samsung will host a standalone showcase at the Wynn Las Vegas during CES, highlighting its latest innovations outside the main convention floor.
Julia Thompson|Technology Reporter
Dec. 27, 2025
Samsung is set to host a standalone showcase at the Wynn Las Vegas during CES, signaling the company’s intent to command focused attention for its latest products and strategic vision outside the crowded main convention halls. The move reflects a growing trend among major technologynology companies to create controlled, immersive environments where they can present innovations on their own terms, free from the noise and logistical challenges of the primary show floor. Samsung’s showcase is expected to highlight advances across its broad portfolio, including consumer electronics, connected home technologynology, displays, and artificial intelligence-driven experiences that tie its ecosystem together. Industry observers anticipate a strong emphasis on AI integration, with demonstrations showing how Samsung’s software and hardware work seamlessly across devices such as televisions, appliances, smartphones, and wearables.
“Samsung will host a standalone showcase at the Wynn Las Vegas during CES, highlighting its latest innovations outside the main convention floor.”
Hosting the event at the Wynn allows Samsung to offer a premium, curated experience for partners, media, and clients, reinforcing its brand positioning at a time when differentiation and storytelling are increasingly important. The standalone format also gives Samsung flexibility in scheduling and presentation style, enabling deeper dives into product capabilities and long-term strategy than are typically possible in brief CES booth demos. As CES continues to evolve, such off-site showcases have become an important extension of the conference, allowing major players to maximize impact while still benefiting from the global attention the event generates. Samsung’s decision underscores its role as one of the industry’s most influential voices at CES and highlights how leading companies are reshaping how they engage audiences during technology’s biggest annual gathering.
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