An Eye full of Stars… Samsung’s Projection Show Transforms London’s Skyline

• Samsung’s flagship Galaxy S25 series launched via stunning projection mapping show at London’s County Hall and the lastminute.com London Eye

• Groundbreaking show chronicles human evolution from the Stone Age to the Age of Invention and the era of AI

• The most ambitious projection mapping display ever seen in the capital as the Samsung Galaxy S25 series raises the bar of AI phones as a true AI companion

• New research reveals Brits believe AI will soon be considered as important an invention as the internet and electricity

LONDON, U.K. – January 23, 2025 –  Samsung unveiled their groundbreaking new Galaxy S25 series with a spectacular projection mapping event at London’s County Hall and the lastminute.com London Eye.

The event celebrated the power of invention via a stunning multimedia show that traced the journey from the Stone Age, welcoming in the age of AI utilising the latest projection mapping and hologauze technology.

The display was commissioned by Samsung to celebrate the launch of the new Galaxy S25 series, which marks an evolution in AI-enabled devices looking to change the way users interact with their phone – and with the world around them.

The show took audiences on a breathtaking visual spectacle through the key milestones of human evolution from early man through to the age of invention to the dawn of the Information Age and the transformative power of AI.

The performance ended by marking the new frontier of human innovation where technology, like Galaxy AI, evolves to help everyone interact with their devices more naturally and effortlessly.

The event showcased one of the most ambitious displays ever staged in the capital and was broadcast live across Samsung’s social channels.

Samsung research which polled 2,000 British adults revealed that 69% of Brits think AI will be an important technology with a quarter of Brits believing AI will one day be considered as significant an invention as the internet.

The study revealed that AI currently holds the 5^th spot on Brits’ list of the top 10 inventions from recent years highlighting its growing presence in daily lives.

Top 10 greatest inventions from recent years

1. Smartphones (46%)
2. High-speed internet (e.g. fibre broadband, 5G) (31%)
3. Online payment systems (25%)
4. DNA editing (20%)
5. Artificial intelligence (17%)
6. 3D printing (15%)
7. Streaming services (15%)
8. Electric vehicles (14%)
9. Advanced prosthetics with AI integration (14%)
10. Smart home devices (11%)

The research also delved into the everyday use of AI, finding that the average Brit engages with AI tools 5 times per week on their smartphones. From streamlining work tasks (78%) to optimising online shopping experiences (79%), to even getting recommendations for their new binge watch or favourite music artist, AI is rapidly becoming an integral part of daily life.

The study revealed that Brits see AI as a powerful tool to enhance and inspire their own creative endeavours, with 38% embracing AI-powered tools already.

The Samsung Galaxy S25 series uses AI agents with multimodal capabilities enabling the device to interpret natural language, images and video helping to change the way we interact with our phones – such as being guided through the day with Now Brief^[1] or removing sound or movement from video with Audio Eraser^[2].

The next generation of Galaxy AI sets the standard for AI-enabled devices and is the beginning of a shared vision with Google to bring AI to the heart of Android. With Gemini only a click away, the Galaxy S25 series allows seamless interaction between Samsung and Google apps.

Annika Bizon, Director of Mobile Experience, Samsung UK & Ireland commented:

“Our new Galaxy S25 series, with the next generation of Galaxy AI, marks a new chapter in how we interact with our phone. It is a true AI companion, intuitively adapting to your needs and enhancing how we experience the world.”

“As such, our event represents more than just a showcase of cutting-edge technology—it’s a celebration of human progress. We wanted to create a truly immersive experience that connects emotionally and intellectually, highlighting how AI will play a pivotal role in the next chapter of our evolution.”

The Galaxy S25 series will be available for pre-order from 18:00 GMT 22^nd January, and customers who pre-order Galaxy S25, S25+ or S25 Ultra from Samung.com can double their storage to the same price^[3]. Galaxy S25 Ultra will be available^[4] in Titanium Silverblue, Titanium Black, Titanium Whitesilver and Titanium Grey. Galaxy S25 and Galaxy S25+ will be available in Navy, Silver Shadow, Icyblue and Mint.

For more information about the Galaxy S25 series, please visit: https://www.samsung.com/uk/smartphones/galaxy-s25-ultra/

[1] Samsung account login and network connection required.

[2] Results may vary per video depending on how sounds present in the video. Samsung account login required. Six types of sound can be detected: voices, music, wind, nature, crowd and noise. Actual sound detection may vary depending on audio source, condition of the video. Accuracy of results not guaranteed.

[3] Operates as a price discount: Pre-order the larger storage variant (512GB) by 06.02.25 and pay the future price of the smaller storage variant (256GB).

[4] Colours may vary by market and network provider.