Company Also Signs On as Creator Hub Main Sponsor

According to SayArt on the 13th, Samsung Electronics will hold its main activities at this year's IFA 2026, Europe's largest consumer electronics and IT trade show, in central Berlin rather than at the exhibition's main venue.

IFA announced on the 13th (local time) that Samsung Electronics will use Humboldt Carre in central Berlin as the site for product presentations and business programs aimed at specialty retailers, business-to-business (B2B) clients and media.

IFA said the move marks a new event format that extends Samsung's presence beyond the Messe Berlin main exhibition hall, where the company has held its displays in previous years, into the city center.

Samsung Electronics will also serve as the official main sponsor of IFA's Creator Hub. The Creator Hub is a digital content platform for influencers, content creators and streamers worldwide, equipped with live broadcast studios, podcast spaces and content production facilities.

At the Creator Hub, Samsung Electronics plans to run its own programs and experiential content, supporting collaboration and exchange between creators and brands.

IFA held a press briefing in Seoul last month, at which it said this year's event would strengthen artificial intelligence (AI), robotics and digital health sectors as part of a shift toward becoming a next-generation technology exhibition platform. IFA also outlined plans to expand its reach among younger visitors and the creator ecosystem, extending the exhibition's influence to social media and digital platforms.

IFA is regarded as one of the world's three major electronics and IT trade shows, alongside CES in Las Vegas, United States, and Mobile World Congress (MWC) in Barcelona, Spain. Last year's IFA 2025 drew 1900 companies from 49 countries and 220000 visitors.

This year's IFA will run from September 4 to 8 in Berlin, Germany. How the change in exhibition format affects actual participation and visitor numbers is expected to be confirmed after the event.

SayArt.net
Maria Kim sayart2022@gmail.com