Samsung x Fold StreetExperiential
We worked with Samsung to create a show-stopping installation celebrate the new release of the Galaxy Z Fold6 and Z Flip6.
The activation comprised a series of attention-grabbing public art installations, which include a folded bus, telephone box, lamppost and park bench on the Old Street Tube station concourse.
A Transport for London (TfL) partnership and Old Street Station paid media takeover saw the station aptly renamed to Fold Street.
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.
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 in Old Street.
The famous station was temporarily renamed to ‘Fold Street’ in a 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.
Travel Hub Retail Partnerships
Samsung briefed us to create a series of immersive product displays and experiences at travel hubs over the summer period to launch the new Galaxy Z Fold6 and Z Flip6.
With travel peaking during the summer holidays, we partnered with destinations at King’s Cross St. Pancras, Heathrow Airport and Birmingham New Street train station, to deliver hands on experiences of Samsung’s latest foldables range.
We brokered partnerships with British Airways Club Lounge at Heathrow and EL&N cafes at two national rail stations. Interactive product displays enabled consumers to experience the Galaxy Z Fold6, Z Flip6, Galaxy Watch7, and Galaxy Ring.
Consumers could also win one of the devices by taking part in our in-store competition, using the smartphone’s new ‘Circle to Search’ AI functionality to complete a quiz about travel.
We also created bespoke coffee menus written in different languages for users to experiment with the device’s ‘Live Translate’ AI functionality.
