Samsung launch public art installation to promote new Galaxy Z Fold6 and Galaxy Z Flip6.

Commuters were stopped in their tracks this morning as they spotted a full size, folded London bus in East London.

East London has been taken over by Samsung in a series of activations, coined Fold Town, to celebrate the new release of the Galaxy Z Fold6 and Z Flip6.

The activation comprises a series of attention-grabbing public art installations, which include a folded iconic telephone box, lamppost and park bench on the Old Street Tube station concourse, as well as taking over the iconic Old Street roundabout digital site.

The creative PR activation was led by Taylor Herring with Brand Experience agency St Marks Studios. 

A Transport for London (TfL) partnership and Old Street Station paid media takeover will see the station aptly renamed to Fold Street and will dominate station name signage throughout the station.

The iconic single decker, which measures 6m by 6.2m appeared to have been folded upwards at 90-degree angle with its rear end nearly six metres off the ground.

The bus forms part of a public art project, specially commissioned by Samsung to celebrate the release of the Galaxy Z Fold6 and Galaxy Z Flip6, which come with a range of new features now with Galaxy AI.

Created by artist Caspar Philips, the bus which includes a host of recycled materials from real London buses, was constructed to the accurate scale of a real single decker bus taking a total of 2 months to design and build.

Additional public art installations include a folded bench, lamppost and telephone box, created by designer Jem Hughes, in Old Street which has been temporarily renamed to Fold Street temporarily in partnership with TfL** to celebrate the new foldable range.

A folded domed telephone box is complete with a payphone and phone book, while the folded Victorian lamppost stands at nearly three metres tall.

The public will be able to see the art installations for themselves as they remain in situ for 4 x days until 27th July 2024.

The latest Galaxy Z series is the slimmest, lightest and most durable foldable series yet, and with Galaxy AI, customers can experience a new era of communication.

Annika Bizon, Director of Marketing, Omnichannel & Head of Ireland – MX Division 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. Samsung has a heritage of innovation, from folding glass in our Galaxy Z Series, to folding buses and iconic landmarks. We are so excited for consumers to experience our unique Fold Street activation across East London.”

Whether using the Galaxy Z Fold’s large screen, Galaxy Z Flip’s FlexWindow or making the most of FlexMode, the new Z series will provide more opportunities to maximise AI capabilities including Circle to Search with Google and Live Translation.

The Samsung Galaxy Z Fold6 and Galaxy Z Flip6 is widely available in Samsung channels and major UK retailers, visit www.samsung.com/uk for more details.

Credits

Taylor Herring: Special Builds, Creative & PR Strategy

St Marks Studios: Production

Iris: Experiential & Station Takeover

Starcom: Media Planning

Coolr: Social Media

Media Partners: Global, Global Street Art, JCDecaux, City Outdoor and Ubiquitous

Cineco Limited: Production of Folded Bus