{"id":2679,"date":"2026-09-17T08:26:37","date_gmt":"2026-09-17T08:26:37","guid":{"rendered":"https:\/\/techandaudio.com\/?p=2679"},"modified":"2026-09-17T08:26:37","modified_gmt":"2026-09-17T08:26:37","slug":"samsung-ifa-2026-tv-fight","status":"publish","type":"post","link":"https:\/\/techandaudio.com\/es\/samsung-ifa-2026-tv-fight\/","title":{"rendered":"Samsung IFA 2026: The TV Fight Moves Off the Floor"},"content":{"rendered":"

Samsung IFA 2026 may be the clearest sign yet that the world’s largest TV brand is changing the way it fights for its position in the market. Instead of relying on the sheer scale of a giant public exhibition, Samsung moved its main IFA experience away from the Messe Berlin show floor and into a controlled downtown environment built around retailers, business partners, media, creators and carefully structured product experiences. The move comes at a moment when TCL has begun closing the gap in TV shipments<\/a>, making the question of how Samsung influences the people who influence consumers more important than the question of how large its booth is.<\/p>\n\n\n\n

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The physical change is extraordinary when measured against Samsung’s history at IFA.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Samsung first exhibited at IFA in 1991 with a modest 43-square-meter stand, then expanded to a 3,600-square-meter exhibition in Hall 20 in 2003. When CityCube Berlin opened in 2014, Samsung became the first company to occupy the building exclusively, using approximately 6,000 square meters for product exhibition space and another 2,500 square meters for presentations and sales meetings. Samsung later described itself as IFA’s largest exhibitor<\/a>, with 8,700 square meters of hall space.<\/p>\n\n\n\n

Samsung’s own retrospective of IFA 2014<\/a> described the CityCube operation as an enormous, exclusive exhibition that brought its televisions, appliances, mobile products and other businesses under one roof, while in 2018 Samsung’s German management said the company had presented its new products in more than 6,000 square meters at CityCube for the fifth consecutive year as IFA’s largest exhibitor.<\/p>\n\n\n\n

In 2019, Samsung was still using CityCube<\/a> as the center of its IFA operation, holding its press conference there and describing its exhibition location as the second level of CityCube Berlin. In 2025, the year immediately before the change, Samsung again occupied CityCube exclusively, this time using 6,235 square meters for its IFA exhibition<\/a> and presenting its AI Home strategy to visitors.<\/p>\n\n\n\n

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Then came 2026.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Samsung did not simply reduce the size of its booth. It moved the center of its IFA presentation away from the traditional exhibition floor<\/a> and into Humboldt Carr\u00e9 in central Berlin, while retaining a separate presence at the Messe through the IFA Creator Hub. IFA itself announced that Samsung’s new downtown format would focus on the specialist trade, the B2B audience and media, while Samsung would simultaneously become the official main sponsor of the Creator Hub.<\/p>\n\n\n\n

That is not a minor logistical adjustment, but a different communications model. <\/p>\n\n\n\n

\"Samsung
Samsung didn’t abandon Berlin<\/figcaption><\/figure>\n\n\n\n

Samsung is not leaving IFA. It is separating the audiences.<\/h2>\n\n\n\n

Samsung’s own German newsroom provides perhaps the clearest description of what it actually built. The company said that, for IFA 2026, Samsung Connect would operate through two curated hubs for different target groups<\/a>: an immersive experience at Humboldt Carr\u00e9 for media, creators, trade and business partners, and the Creator Hub at the IFA grounds, where Samsung served as headline sponsor.<\/p>\n\n\n\n

That division is important because it means Samsung did not abandon mass communication. Instead, it separated the people it wants to communicate with directly from the people it wants to reach indirectly.<\/p>\n\n\n\n