The journey to a new generation of foldable device innovation begins today – Samsung Newsroom UK

Stephanie Choi, Executive Vice President and Chief Marketing Officer of Mobile eXperience Business at Samsung Electronics, explains how the upcoming Unpacked embraces the “new normal” and opens up the Galaxy experience to everyone, online and offline

For over a decade, Unpacked events have been the culmination of innovation, technical development and, of course, celebration with the Galaxy community around the world; to reveal the latest innovations of our devices.

Since its birth in 2009, Unpacked has been more than the launch of a new product. It’s an event that unites Samsung fans and recognizes the efforts of thousands of employees who work to develop new devices. Samsung fans watch our Unpacked to learn more about our innovations in the Galaxy line, which define the true spirit of Samsung and mark the evolution of the mobile phone industry.

As the world opens up to new experiences, we are reinventing Unpacked; through an open philosophy that adapts to the creativity of our new folding. Our ambition is not only to innovate in technology, but also in our marketing approach. To achieve this, we will ensure that the Galaxy experience is open to everyone.

I can’t wait to see how the Galaxy community reacts to the new foldable releases. See you next August 10!

A wider Galaxy experience

On the eve of the next Unpacked, today we’re kicking off the ‘bigger than’ campaign, revealing a bigger world than ever before with the imminent launch of the new foldable devices. The universal “greater than” symbol (>) represents how the unique format of our foldable devices changes not only in shape, but also in the way we interact with our devices.

Samsung brings new ways to work, play and photograph life through this new lineup, and once again defies smartphone expectations.

The best of the hybrid era

This year’s strategy embraces a new era of Unpacked. Take advantage of the best of face-to-face and online events to make them even better.

We are presenting new immersive and experiential event spaces that will allow consumers around the world to discover our products in a fun, creative, attractive and immersive environment.

The experience will occupy spaces in the heart of London’s Piccadilly Circus and New York’s Meatpacking District, two neighborhoods that bring together the energy and excitement of Samsung’s upcoming announcements. These events will bring together Galaxy fans, journalists, partners and Samsung employees from around the world to learn about Samsung’s latest products and innovations.

The best is yet to come”

As a nod to our signature color Bora Purple, which embraces diversity and optimism, we’re painting the city purple. Samsung and BTS will team up for a first single “Yet to Come” video on August 10.

The full version of the video will premiere at 10:00 p.m. CET on some of the biggest and most recognizable screens in the world, including Times Square in New York.

But that’s not all. We have a lot prepared for you, in addition to some amazing new products. So stay tuned, it will be a memorable event.

You can see the unpacked in Samsung Newsroom, and the channel Samsung YouTube on August 10, 2022 at 3:00 p.m. CET. Plus, take part in the Unpacked experience in person from August 11-31.

– New York: 60 10th Ave.

– London: 55 Regent St.

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