Samsung partners with TfL to re-imagine Tube map for first time in 90 years

Samsung has partnered with Transport for London (TfL) to re-imagine Harry Beck’s iconic 1933 tube map design, which is still used across the London Underground network today.

Promoting the tech brand’s new ‘Circle to Search’  feature available on its latest Galaxy S24 smartphone, the activation sees the traditional tube map subverted into a circular design with the words ‘Circle to Search Line’ inscribed on the TfL roundel.

The new Circle to Search feature, devised in partnership with Google, will enable Samsung mobile users to search for any item they see by circling the image using their finger or S Pen.

“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,” Samsung MX division director of marketing, Annika Bizon said.

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Developed by creative agency Iris, the out-of-home campaign will be visible across five Circle Line platforms: King’s Cross, Blackfriars, Westminster, Liverpool Street and Paddington. It will also include wrapped station entrances at Victoria.

Planned by media agency Starcom, the campaign will run through to 13 February with an estimated footfall of up to 11.7 million passengers. Running across more than 100 advertising sites, the campaign could deliver a potential 152 million impressions.

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.”