Samsung has launched an innovative and immersive brand activation at London’s Outernet to celebrate the global release of its latest foldable devices – the Galaxy Z Fold7, Z Flip7, and Watch8. The activation, which coincides with the unveiling of these products at Galaxy Unpacked 2025, transforms the Outernet’s Now Building into a 360-degree digital canvas, showcasing Samsung’s cutting-edge foldables through immersive storytelling and interactive experiences.
The ‘Samsung Unpacked - Outernet Takeover’ campaign offers a multi-sensory product experience, inviting audiences to dive into the future of mobile innovation. By blending bold product storytelling with hands-on product experiences, the activation is designed to raise brand awareness, boost pre-orders, and cement Samsung’s reputation as a pioneer in foldable technology. The immersive activation goes beyond traditional digital out-of-home (DOOH) advertising, reimagining how tech brands can use physical-digital storytelling to captivate and engage audiences.
The experience is crafted to draw people in, with average dwell times surpassing three minutes, offering a truly memorable opportunity to explore the devices. Surrounded by towering digital screens and interactive visuals, visitors are fully immersed in a dynamic environment that reinforces the cutting-edge nature of Samsung’s foldable devices.
The experience features four bespoke animated sequences:
- Kaleidoscopic Product Reveal: A vibrant, abstract animation highlighting the three flagship products – Galaxy Z Fold7, Z Flip7, and Watch8 – in a colorful, kaleidoscopic sequence.
- Lifestyle in Motion: This animation highlights Samsung’s lifestyle pillars such as running, photography, and skateboarding, reflecting the interactive stations on the ground where visitors can explore these activities in more detail.
- London Unfolded: The Galaxy Z Fold7 and Z Flip7 take center stage in this animation, opening up to reveal a beautifully animated cityscape of London, showcasing the devices' unique foldable form factors and immersive display capabilities.
- Interactive UGC Moment: Visitors can create content on Samsung's foldable devices and see it projected live onto Outernet's giant screens, turning them into active participants in the campaign.
Running from July 9 to July 24 at the Now Building, followed by an extended run at the Now Trending Building from July 27 to August 10, this marks the longest-ever brand takeover at Outernet.
“Through this campaign, we wanted to stop people in their tracks,” said Annika Bizon, Vice President of Mobile Experience (MX) at Samsung UK and Ireland. "The Outernet takeover was designed to match the groundbreaking nature of the Galaxy Z Fold7, Z Flip7, and Watch8. These devices push the limits of mobile design, blending foldable form factors with advanced AI, and we wanted that innovation to be reflected in how we introduce them to the market."
The collaboration between Samsung, dentsu, and Outernet has resulted in a creative and experiential activation that not only showcases product innovation but also brings consumers into the world of Samsung in an exciting new way. Menno Kluin, Global Chief Creative Officer at Iris, added, “We aimed to create something that didn’t feel like traditional advertising but rather an invitation into Samsung’s world. The foldables are incredibly expressive pieces of technology, and our role was to amplify that expressiveness across the largest screens in London in a bespoke format.”
The campaign, a partnership between Iris and Cheil, has brought together strategy, creativity, and technology, with a focus on experiential marketing to drive impactful consumer engagement. Philip O’Ferrall, CEO of Outernet, concluded, “Samsung has used every opportunity Outernet offers to tell a story on an epic scale. Their activation is groundbreaking, with immense scale and ambition, making it something truly special.”
This immersive experience highlights Samsung’s strategy to blend product innovation with cultural impact, establishing the brand as a leader in foldable technology and setting a new standard for brand experiences.
