Samsung Just Turned A Street Topsy-Turvy With Galaxy Of Foldable Reimaginations
Image courtesy of Samsung UK
Samsung has flipped street infrastructure on its head. Teaming up with Transport for London (TfL), the tech giant has transformed East London’s iconic Old Street into Fold Street to celebrate the unraveling of its latest foldable phones, the Galaxy Z Fold6 and Z Flip6.
Turning heads, literally, are new art installations like a red London bus sculpture at Bishops Square (now dubbed Fold Square), which has been bent at a dramatic 90-degree angle.
The site has also introduced telephone boxes, park benches, and lampposts in a similar perspective, inviting passersby to snap a quick picture from their upright stances.
Image courtesy of Samsung UK
Image courtesy of Samsung UK
In a nod to the Olympics, Samsung has collaborated with skate streetwear brand hTown to install a skate ramp, celebrating the unique features of the Galaxy Z Flip. This incline adds a dynamic element to the area, inviting skaters to showcase their skills.
Image courtesy of Samsung UK
The entire Old Street station, from the ticket gateways to the platforms, now prominently features ‘Fold Street’ branding, ensuring commuters and visitors are fully immersed in the mind-bending theme. Samsung has additionally partnered with local businesses, hosting workshops led by influencers, and blanketing the streets from Fold Street to Fold Square with branded taxis, murals, and digital displays.
Image courtesy of Samsung UK
It's a full-fledged foldable fiesta!
Image courtesy of Samsung UK
Passersby can also catch a ride on the Samsung AI Bus, which offers hands-on experiences with the new phones, a taste of the Galaxy ecosystem, and even a chance to win a dream vacation with £2,000 worth of holiday vouchers.
Image courtesy of Samsung UK
The Fold Town project is a comprehensive effort involving multiple agencies. Creative PR shop Taylor Herring handled the special builds, while experiential elements were led by Iris, media planning by Starcom, and social content by Coolr.
[via Samsung UK, images courtesy]
