In Pictures: Samsung celebrates Galaxy Z Series with folded art installations

- Thursday, July 25th, 2024
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Samsung has transformed East London to ‘Fold Town’ campaign to celebrate the new Galaxy Z Fold6 and Z Flip6.
In collaboration with Transport for London (TfL) and a media takeover of Old Street Station, the station will be renamed Fold Street. This takeover will include station name signage, ticket gates, escalators, and the platform being dominated by the new branding.

The activation is also bolstered by public art installations, such as a folded telephone box, lamppost and park bench in the Tube station, along with a takeover of the prominent Old Street roundabout digital display.

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Elsewhere, Samsung has placed a full-scale, folded red London bus, in Bishops Square—renamed Fold Square for the event. The bus, folded at a 90-degree angle, reflects the flexible design of the Galaxy Z Fold6 and Z Flip6.

The folded bus is accompanied by a Samsung AI Bus offering family-friendly experiences with the Galaxy Z series and the Galaxy ecosystem, free drinks, and a chance to win £2,000 worth of holiday vouchers.
Meanwhile, in a nod to the Olympics, the technology giant has collaborated with hTown, a skate streetwear brand, to set up a skate ramp celebrating the Galaxy Z Flip’s features.
The company also announced it has partnered with local businesses to showcase in-store and window posters and host Galaxy AI Hype Labs workshops.

Influencers Adrien and Lia Lewis will lead the workshops, offering a chance for consumers to explore Galaxy AI and the latest Galaxy Z series features like Auto Zoom and Instant Slo-Mo.
Samsung, Director of Marketing, Omnichannel and Head of Ireland – MX Division, Annika Bizon, said: “Welcome to Fold Town! To celebrate the arrival of the new Galaxy Z series we wanted to flip East London upside down with a series of unexpected activations, including the renaming of Old Street to Fold Street.”
TfL Customer Director, Emma Strain, added: “We are delighted to be collaborating with Samsung again to bring ‘Fold Street’ to London. Partnerships like this help us and brands positively engage with the hundreds of thousands of people who pass through our stations in a fun and playful way, while still ensuring they can use our network safely.”