[Editorial] The journey to the next generation of foldable innovation starts today – Samsung Global Newsroom

[Editorial] The journey to the next generation of foldable innovation starts today – Samsung Global Newsroom
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Stephanie Choi, Executive Vice President and Head of Marketing, Mobile eXperience Business, Samsung Electronics discusses how this year’s Unpacked embraces the next normal and opens the Galaxy experience to everyone, both online and offline.

For over a decade, Samsung Galaxy Unpacked events have been the culmination of innovation, engineering and celebration, bringing together the Galaxy community from around the world to showcase the latest Samsung Galaxy innovations.

Since its inception in 2009, Unpacked has been more than just a new product launch. It is an event that unites Samsung fans and recognizes the hard work of thousands of employees who are dedicated to each new product. Samsung fans have tuned in to Unpacked events to experience the next generation of Galaxy innovations that shape the true spirit of Samsung and drive the mobile industry forward.

As the world opens up to new experiences, we’re reinventing Unpacked through the lens of our Galaxy openness philosophy to match the creativity of our unparalleled new foldables. Our ambition is not only to innovate new technologies, but also to innovate our approach to marketing. To achieve this, we will ensure that the Galaxy experience is open to everyone.

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


A greater galactic experience

Before the next Unpacked experience, we are launching the larger than today’s campaign that teases a world bigger than before with the imminent launch of new foldable devices. The universal greater-than symbol (>) represents how the unique form factor of our foldables doesn’t just change shape, it changes the way we interact with our devices.

Defying expectations of what smartphones are capable of once again, Samsung brings new ways to work, play and capture life through this new series.

Bringing the best of hybrid

This year’s strategy encompasses a new era of Unpacked. It takes the best of online and offline events and makes them even better.

Introducing new experiential and immersive event spaces that will allow consumers around the world to sample and explore our products in a fun, creative, engaging and immersive environment.

The experience will occupy spaces in the hearts of London’s Piccadilly Circus and New York’s Meatpacking District, two neighborhoods that match 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 and allow them to explore the latest Samsung products and innovations like never before.

The best is yet to come”

In a nod to our iconic Bora Purple colourway, which embraces diversity and optimism, we’re painting the city purple. Samsung and BTS will partner for an unmissable transatlantic premiere of the ‘Yet to Come’ folding video on August 10.

The full version of the video will premiere at 4 pm EDT in several popular boroughs, including New York’s Times Square, taking over these iconic destinations to showcase the new video on some of the world’s largest and most recognizable screens.

But that is not all. We’ve got a lot for you, not to mention some amazing new products to show you, so stay tuned, it’s going to be something to remember.

See Unpacked in Samsung press room, Y samsung youtube channel on August 10, 2022 at 9am EDT (2pm BST/ 10pm KST).

Join us for the next Unpacked in-person experience August 11-31.

  • New York City: 60 10the Ave.
  • London: 55 Regent St.

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