Samsung has partnered with Transport for London (TfL) to promote the Circle to Search with Google feature on the newly launched Samsung Galaxy S24.

As part of the collaboration, the world-famous tube map, designed by Harry Beck in 1933, has rebranded for the first time in 90 years, into a circle to more clearly emphasise the Circle line.

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The temporary redesign champions the new Circle to Search with Google feature – a new tool on the Galaxy S24 device where users can instantly search for anything they see on their phone, without switching apps.

The two-week takeover has been designed to work as a functional map on TfL’s network. 

The move will also be on display on Circle line platforms at five stations: King’s Cross, Blackfriars, Westminster, Liverpool Street, Paddington

However, despite not replacing the current tube map, it shows all 11 London Underground lines.

Samsung Marketing, Omnichannel Director & Head of Ireland-MX Division, Annika Bizon said: “We’re thrilled to partner with Transport for London to bring our new technology to life for people across the capital with this exciting redesign of the iconic TfL tube map.

“The launch of the Galaxy S24 Series with the new Circle to Search with Google feature marks a new era of mobile experience for Samsung, and we’re proud to commemorate the devices going on sale today with this activation.”

TfL Customer Director, Emma Strain added: “We’re delighted to partner with Samsung on this exciting reimagining of our iconic map for the first time in 90 years. Partnerships like this help us and brands engage with hundreds of thousands of people who pass through our stations every day.”

Commenting on the activation, in partnership with media agency Starcom and Iris, Bizon recently told Mobile Marketing Magazine: “We know 11 million people will see this over the two weeks and it’s just about having some fun, being playful, but also being relatable”.

Read the full interview HERE.