[Editorial] Journey to Next-Gen Foldable Innovation Starts Today – Samsung Global Newsroom

Stephanie Choi, Vice President and Marketing Manager of Mobile eXperience Business at 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 pinnacle of innovation, engineering and celebration, bringing the Galaxy community from around the world together to reveal the latest Samsung Galaxy innovations.

Since its inception in 2009, Unpacked has been more than just a new product launch. This is an event that unites Samsung fans and appreciates the hard work of thousands of employees for each new product. Samsung fans attended Unpacked events to experience the next generation of Galaxy innovations that are the true spirit of Samsung and are pushing the mobile industry forward.

As the world opens up to new experiences, we redesign Unpacked through the lens of our Galaxy openness philosophy to match the creativity of our unique new foldables. Our aim is not only to develop new technologies, but also to renew our marketing approach. To achieve this, we will ensure that the Galaxy experience is open to all.

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

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A Bigger Galaxy Experience

As you lead the next Unpacked experience, bigger Today is the campaign that makes fun of a larger world than before with the imminent launch of new foldable devices. The greater than universal (>) symbol shows how the unique form factor of our foldables not only changes shape, it also changes the way we interact with our devices.

Once again, challenging expectations of what smartphones can do, Samsung offers new ways to work, play and capture life with this new series.

Delivering the Best of Hybrid

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

Meet new, immersive and experiential venues that will enable consumers around the world to practice and discover our products in a fun, creative, engaging and immersive environment.

The experience will occupy the heart 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, allowing them to discover the latest Samsung products and innovations like never before.

The Best “Not Yet Arrived”

We paint the city purple by paying homage to Bora Purple, our iconic product color line that embraces diversity and optimism. Samsung and BTS will partner for an unmissable trans-Atlantic premiere of the ‘Yet to Come’ foldable video on August 10.

The full version of the video will premiere at 4 p.m. EDT in several trendy neighborhoods, including Times Square in New York, and will take over these iconic destinations to show the new video on some of the world’s largest and most recognizable screens.

But that’s not all. We’ve got a lot to keep for you, not to mention the great new products we’ll be showing you – so stay tuned, it’s going to be a product to remember.

Unpacked watch Samsung Newsroom, Samsung.com and Samsung’s YouTube channel At 09:00 EDT (2:00 BST/ 22:00 KST) on August 10, 2022.

Join us and get in person for the next Unpacked experience from August 11th to 31st.