[Editorial] The Journey to the Next Generation of Foldable Innovation Starts Today

Stephanie Choi, EVP & Head of Marketing at Mobile eXperience Business,
Samsung Electronics discusses how this year’s Unpacked embrace the next normal and opens up the Galaxy experience to everyone both on and offline.

I can’t wait to see how Galaxy community responds to new foldable launches. We will see you on August 10!

[SUMMARY OF TEASER CAMPAIGNS]

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 neighborhoods 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 colorway 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 10.

The full version of the video will premiere at 4 p.m. EDT 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 recognizable 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 www.samsung.com/my, Samsung Malaysia Facebook, Samsung Malaysia YouTube, and Samsung Malaysia Newsroom on 10 August, 9pm (Malaysian Time).

Join us and engage with the next Unpacked experience in person from August 11-31.

• New York City: 60 10^th
• London: 55 Regent St.