Tech firm Samsung marks the global launch of its latest foldable device series with a “bold” activation at London’s Outernet.
Devised by Samsung’s strategic and creative partners Iris and Cheil, the execution “invites audiences to explore the next chapter in mobile innovation.”
It is made up of four rotations, Kaleidoscopic Product reveal showcasing the Galaxy Z Fold7, Z Flip7 and Watch8; Lifestyle in Motion, which follows a runner, a dancer and a skater; London Unfolded, whcih highlights the animated cityscape; and Interactive UGC Moment, which inviites audiences to create their own content on Samsung’s new devices.
“This campaign is about stopping people in their tracks,” said Annika Bizon, mobile experience (MX) vice president of product and marketing, UK&I.
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“With the Outernet takeover, we wanted to create an experience that lives up to the innovation behind the Galaxy Z Fold7, Z Flip7 and Watch8. These devices redefine what’s possible in mobile design, blending foldable form factors with advanced AI capabilities, and we wanted to reflect that in how we bring them to market.”
The work will run from 9 to 24 July in the Now Building and from 27 to 10 August in the Now Trending Building. The activation is the longest-running takeover from a brand at the Outernet.
The screen CGI was produced by Inertia and Outernet handled the technical screen production.
Minsoo Kee, CEO, Cheil Europe, added: “Bringing Samsung’s latest innovations to life in a physical space like the Outernet is a powerful way to connect with people in the real world. This activation shows how experiential marketing can create impact at scale, combining creativity, technology and location to deliver something unforgettable, and pushing the boundaries of brand experience.”
