Samsung IFA 2026 plans no longer include a large-scale exhibition inside Messe Berlin. Instead, Samsung will host an off-site showcase at Berlin’s Humboldt Carré beginning September 2, two days before IFA officially opens. The venue will be used for product announcements and meetings with media, European retail partners, and B2B customers.

The move follows a similar strategy Samsung adopted at CES 2026, where it skipped the main exhibition hall at the Las Vegas Convention Center in favor of a dedicated space at the Wynn Hotel.

Rather than attracting the largest crowds possible, Samsung appears to be prioritizing a more controlled environment for demonstrating its AI products, connected ecosystem, and business strategy.

Despite leaving the main exhibition floor, Samsung isn’t disappearing from IFA altogether. The company will serve as the main sponsor of the IFA Creator Hub, where it plans to host creator-focused experiences and brand activities inside Messe Berlin.

The decision marks the biggest change to Samsung’s IFA presence in decades.

Aside from the pandemic-affected 2020 event, this will be the first time since Samsung debuted at IFA in 1991 that it won’t operate a major public exhibition at Messe Berlin.

With competitors including LG, TCL, and Hisense maintaining traditional booths, Samsung’s new approach could signal a broader shift in how it participates in global trade shows going forward.

Source – Samsung

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