[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 embraces the next normal and opens up the Galaxy experience to everyone both on and offline.

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.

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

[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 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.

Watch Unpacked on Samsung Newsroom, Samsung.com and Samsung’s YouTube channel on 10^th August, 2022, at 2 p.m. BST.

Join us and engage with the next Unpacked experience in person from 11^th – 31^st August.

• London: 55 Regent St.