Samsung has launched an innovative and visually striking campaign to celebrate the global release of its latest foldable smartphones, the Galaxy Z Fold6 and Galaxy Z Flip6. The campaign, taking place in London, involves a creatively folded iconic red London bus and a series of art installations designed to captivate and engage the public.
Unveiling the Fold Town Art Project
Earlier today, Samsung officially made the Galaxy Z Fold6 and Galaxy Z Flip6 available for purchase worldwide. To mark this significant occasion, the company has launched an unorthodox promotional campaign in the UK by folding an iconic red London bus as part of its ambitious Fold Town art project. This campaign also features a folded bench, a lamppost, and the renowned red telephone box, creating a visually captivating spectacle in East London.
The Folded London Bus
The centerpiece of Samsung’s campaign is the folded single-decker London bus. The dimensions of this artwork measure 6 by 6.2 meters, with the bus folded upwards at a 90-degree angle, showcasing the rear end nearly six meters off the ground. This remarkable creation, designed by artist Caspar Philips, integrates a variety of recycled materials sourced from real London buses. Meticulously constructed to scale, the project took two months to design and build.
Additional Folded Art Installations
In addition to the folded bus, Samsung’s Fold Town project includes other iconic installations, such as:
- Folded Bench: A creatively designed bench folded to mimic the style of Samsung’s foldable smartphones.
- Lamppost: Standing nearly three meters tall, the lamppost has been artistically folded to create an engaging visual experience.
- Telephone Box: A domed telephone box featuring a functioning payphone and phone book.
These installations have been crafted by designer Jem Hughes and are located on Old Street, which has been temporarily renamed Fold Street as part of the campaign. The installations will be on display until July 27, offering an immersive experience for visitors.
Samsung’s Foldable Smartphone Release
Samsung’s Galaxy Z Fold6 and Galaxy Z Flip6 represent the latest advancements in foldable smartphone technology. These devices are now available for purchase worldwide, with pricing details as follows:
Galaxy Z Flip6 Pricing
| Storage Option | Price |
|---|---|
| 256GB 12GB RAM | $1,099.99 |
| 512GB 12GB RAM | $1,099.99 |
Galaxy Z Fold6 Pricing
| Storage Option | Price |
|---|---|
| 256GB 12GB RAM | $1,899.99 |
| 512GB 12GB RAM | $1,899.99 |
Both models are equipped with innovative features and technology, reflecting Samsung’s commitment to redefining the smartphone experience.
Samsung’s Creative Marketing Strategy
Annika Bizon, Director of Marketing, Omnichannel, and Head of Samsung’s MX Division Ireland, expressed excitement about the campaign, stating:
“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.”
Fold Street Transformation
The renaming of Old Street to Fold Street symbolizes Samsung’s commitment to pushing boundaries and delivering extraordinary experiences. This creative marketing strategy underscores Samsung’s dedication to innovation and highlights its efforts to engage consumers in novel and unexpected ways.
Conclusion
Samsung’s Fold Town art project and the global launch of the Galaxy Z Fold6 and Galaxy Z Flip6 exemplify the company’s innovative spirit and dedication to delivering cutting-edge technology. By folding an iconic London bus and creating visually stunning installations, Samsung has successfully captured the public’s attention and set a new standard for creative marketing campaigns.
These installations will remain on Old Street until July 27, while the Old Street Underground station will retain its temporary name, Fold Street, until July 28. Don’t miss the opportunity to witness this unique spectacle and experience Samsung’s groundbreaking innovations.
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