“As the world opens up to new experiences, we are reimagining Unpacked through the lens of our Galaxy openness philosophy to match the creativity of our unparalleled new foldables,” says Stephanie Choi, EVP & Head of Marketing at Mobile eXperience Business 

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

Since its inception in 2009, Unpacked has been more than just a new product launch. It’s an event that unites Samsung fans and recognises the hard work from thousands of employees that goes into each new product. Samsung fans have tuned into Unpacked events to experience the next generation of Galaxy innovations that make up the true spirit of Samsung and push the mobile industry forward.

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

A Greater Galaxy Experience

Leading up to the next Unpacked experience, we’re launching the greater than campaign today that teases a world made greater than before with the imminent launch of the new foldable devices. The universal greater than symbol (>) represents how our foldables’ unique form factor doesn’t just change shape, they change how we interact with our devices.

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

Bringing the Best of Hybrid

This year’s strategy embraces a new age of Unpacked. It takes the best of on and offline events and makes them even better.

Introducing new immersive and experiential event spaces that will allow consumers around the world to get hands-on and explore our products in a fun, creative, engaging and immersive setting.

The experience will take over spaces in the hearts of London’s Piccadilly Circus and New York’s Meatpacking District — two neighbourhoods that match the energy and excitement of Samsung’s upcoming announcements. These events will unite Galaxy fans, journalists, partners, and Samsung employees from all over 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 product colourway Bora Purple, embracing diversity and optimism, we’re painting the town purple. Samsung and BTS will partner for an unmissable trans-Atlantic premier of ‘Yet to Come’ foldable video on August 11.

The full version of the video will premiere at 6 a.m. AEST in several popular districts, including in Times Square in New York, taking over these iconic destinations to show the new video on some of the biggest and most recognisable screens worldwide.

But that’s not all. We have so much in store for you, not to mention some amazing new products to show you — so stay tuned, it’s going to be one to remember.

Watch Unpacked on Samsung Newsroom, Samsung.com and Samsung’s YouTube channel on August 10, 2022, at 11 p.m. AEST.

Samsung Electronics has announced the availability of its newest shade: Bora Purple, in the Galaxy S22 range. Going hand-in-hand with Galaxy’s philosophy, the flagship Galaxy S22 series power creativity and self-expression with dynamic cameras to make every moment epic. The devices are available for pre-order from now until August 10, 2022, and on sale August 11, 2022. Customers who pre-order from now until August 10 will also receive a pair of Galaxy Buds2 in purple, valued at $219, as a gift with purchase.

Every colour has its own unique characteristics and heritage. Among them, purple has been one of the most beloved. It is a compelling colour, blending the calmness of blue and the excitement of red to create a different kind of energy that evokes warmth and optimism. It is welcoming and inclusive, embracing diversity.

In that sense, purple stands for the same things Samsung Galaxy does: embracing individuality, pushing boundaries and relentlessly innovating under the philosophy of openness. Purple has been a hallmark of Galaxy’s signature style with the Orchid Gray Samsung Galaxy S8, the Lilac Purple Galaxy S9, the Violet S22 series and the Lavender Z Flip 3.

“Bora” is the Korean word for purple and the bright and eye-catching Bora Purple Galaxy S22 was designed to evoke joy, spark creativity and embrace individuality. From light and playful to dark and bold, many shades of purple have resonated through the ages in different ways – as they have through Samsung’s palette.

▲ Samsung Galaxy S22 in Bora Purple

“With its pastel and neutral tones, Bora Purple embodies optimism and a sense of calm. It will unfold your world with the power of choice,” said Sonia Chang, VP of Global Brand Marketing Group, MX Business at Samsung Electronics. “Whether you’re a K-pop star or a lifelong purple lover, the Galaxy S22 Bora Purple was made for you. We are excited to introduce Bora Purple, first for the S22 but also for exciting new Galaxy devices later this year.”

Pricing & Availability

Current availability for the Galaxy S22 lineup, including the new Bora Purple, is as follows:

The Galaxy S22 in Bora Purple is available to pre-order now until August 10 and will include a pair of Galaxy Buds2 in purple as a gift with purchase. The Galaxy S22 in Bora Purple will be available on sale in Australia from August 11. For more information, visit Samsung.com.