Samsung is taking a different approach to IFA 2026 by moving its main trade, media and B2B activities away from the exhibition halls and into central Berlin, while also becoming the main sponsor of the show’s Creator Hub.
Rather than exhibiting solely on the Messe Berlin exhibition grounds, Samsung will host product presentations and meetings for retailers, trade visitors and media at Humboldt Carré from 2 September. The city-centre event forms part of the official IFA programme and will be open to holders of an IFA trade visitor pass.
The move comes as Samsung is also announced as the main sponsor of the IFA 2026 Creator Hub, underlining the growing importance of content creators and social media at the annual consumer electronics exhibition.
Located at the Palais am Funkturm, the Creator Hub will provide influencers, streamers and content creators with dedicated spaces to produce live content, podcasts and video coverage throughout the show.
The facility includes fully equipped streaming studios, podcast spaces, networking areas and masterclasses, giving creators opportunities to collaborate with brands and share the latest technology launches with audiences around the world.
As the main sponsor, Samsung will host its own programme of interactive activities within the Creator Hub, designed to encourage content creation and strengthen collaboration between creators and technology brands.
Leif Lindner, CEO of IFA Management GmbH, said: “IFA is a meeting place for global brands, media, startups, retailers, industry experts and tech enthusiasts. At the same time, it is increasingly evolving into a platform for the creator economy.
“As the world’s leading event for home and consumer tech, IFA brings together innovations, brands and people, creating stories that live on later on social media, streaming platforms and in digital communities.
“The Creator Hub is the home for content creators, and we are very pleased that Samsung, as the main sponsor, is investing in this important part of IFA. Together with our partner Samsung, we are also extending IFA into downtown Berlin with their new exhibition concept.”
IFA 2026 takes place in Berlin from September 4-8, with Samsung’s city-centre showcase opening two days earlier on 2 September.
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