Samsung has opened a two-week pop-up skatepark in London in celebration of its Galaxy Z Flip5 foldable device.

The “Drop in with Samsung Flip Park”, which runs from 30 November to 16 December, has been developed in partnership with global creative network Iris, to create an event which gets as many people as possible “hands-on” with the new Galaxy Z Flip5 in the run-up to Christmas.

This comes as research by the mobile phone giant revealed that people are more likely to consider purchasing a Galaxy Z Flip device once they have it in their hands. According to the company, the two-week pop-up aims to shift consideration and drive purchase intent amongst a wide target audience, with a focus on Gen Z customers.

As a result, throughout the two-week opening, Samsung will run a programme of events including exclusive skate film nights, art and mural design classes and a ‘skatewalk’ fashion show from HypeBeast.

“It’s been great to kick-start our relationship with Skateboard GB, and we’re excited to see how this partnership continues to grow,” Samsung UK marketing and omnichannel director Annika Bizon said.

“We learnt that our foldable devices are integral to the skateboarding community, so what better way to demonstrate this than with a Samsung Galaxy Z Flip5-inspired skate park, putting the device at the heart.”

She added: “Our ambition is for customers to get hands-on with our devices whilst being immersed in the incredible community of skateboarding, and our partners at Iris are helping us bring this vision to life.”

The activation will also be supported by out-of-home and social activity with media planning and buying led by Starcom.

The event runs from 30 November to 16 December at 201-207 Shoreditch High Street, E1 6LG.