Samsung and Transport for London Transform East London into 'Fold Town'

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. 

The Transport for London (TfL) partnership and Old Street Station paid media takeover will see the station aptly renamed to Fold Street and will dominate station name signage throughout the station, the ticket gateways, the escalators and the platform.  

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, as well as taking over the iconic Old Street roundabout digital site.  

Elsewhere, Samsung has installed a full scale, folded red London bus measuring 6m by 6.2m in Bishops Square – temporarily renamed Fold Square. The sculpture, which has been folded to a 90-degree angle, is inspired by the innovative flexibility of the new Galaxy Z Fold6 and Z Flip6.  

For passers-by, the folded bus is joined by a Samsung AI Bus which offers family friendly experiences with the latest Galaxy Z series and the entire Galaxy ecosystem, free drinks, as well as the opportunity to win £2,000 worth of vouchers to put towards a holiday. 

In a nod to the Olympics, Samsung has teamed up with hTown, a skate streetwear brand, to install a skate ramp, celebrating features of Galaxy Z Flip. 

Furthermore, Samsung has partnered with a series of local businesses to feature in-store and window posters, as well as serve as venues for Galaxy AI Hype Labs workshops. 

The workshops will be hosted by influencers Adrien and Lia Lewis, providing an opportunity for consumers to discover Galaxy AI and the latest features of the Galaxy Z series such as Auto Zoom and Instant Slo Mo.  

The streets from Fold Street to Fold Square at Spitalfields will feature a bespoke wrapped taxi, hand-painted murals at the Old Street Mural site and a presence on digital six sheets, the Old Street Canvas and Shoreditch Banner. 

Annika Bizon, director of marketing, Omnichannel and Head of Ireland – MX Division said, “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.”  

Emma Strain, customer director at Transport for London (TfL) said, "We 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." 

The Samsung Galaxy Z Fold6 and Z Flip6 are widely available in Samsung channels and major UK retailers, visit here for more details.