Samsung has taken over East London with a series of activations to celebrate the launch of the Galaxy Z Fold6 and Z Flip6, infused with Galaxy AI
Old Street Tube station renamed Fold Street for the project in a partnership with TfL
Temporarily taking over the iconic Old Street Roundabout digital site
East London has been taken over by Samsung in a series of activations, coined Fold Town, to celebrate the new release of the Galaxy Z Fold6 and Z Flip6.
As well as taking over the iconic Old Street Roundabout digital site with JCDecaux UK, the Transport for London (TfL) partnership and Old Street station paid media takeover, will see the station temporarily renamed to Fold Street, and with around half of the signage in the station changed via Global and Starcom.
The partnership is supported with a series of attention-grabbing public art installations, which include a folded iconic telephone box, lamppost and park bench on the Tube station concourse.
Annika BizonWelcome 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.
Director of Marketing, Omnichannel & Head of Ireland – MX Division
Emma StrainWe are delighted to be collaborating with Samsung again to bring ‘Fold Street’ to London. Partnerships like this help us and brands positively engage with the hundreds of thousands of people who pass through our stations in a fun and playful way, while still ensuring they can use our network safely.
Customer Director at Transport for London (TfL)
