New research has lifted the lid on the different personalities that make up a group trip, with 64% of Brits saying a getaway would never get off the ground without the ‘Chief Vacation Officer’ (CVO).

From starting the chat to choosing destinations and deciphering endless messages, 53% of Brits say those who organise group getaways play an undervalued role in making trips happen.

The research found that while every group trip needs a CVO, most of them often come with their own cast of characters. One in five (20%) identify themselves as the “The Snap Happy One”, who can’t let a meal or moment pass without taking a photo, while a further 15% admit they are the “Busy Bee” who can never quite make the dates.

The Group Trip Cast of Characters

1. CVO – takes charge and makes the trip happen
2. Busy Bee – somehow never free
3. Ghost – says they are in before vanishing until the airport
4. Window Shopper – sends endless inspiration without ever locking anything in
5. The Snap Happy One – starts planning photo opportunities before they leave, mapping the most Instagram-worthy spots
6. The Fluent-ish Friend – brushes up on the local language weeks before departure, clocking up Duolingo lessons and practising key phrases in the hope they’ll sound like a fluent local

Commissioned by Samsung, the research found that phones are becoming an increasingly important tool for today’s trip planners, with 67% relying on their mobile to help organise trips, from using social media to discover new destinations (40%) and AI platforms to help build the perfect itinerary (42%). Despite this, almost half of respondents (46%) admit they still struggle to keep track of the group chat, bookings and everyone’s preferences in one place.

The planning juggle is no longer confined to laptops or kitchen tables either, with Gen Z turning everyday downtime into personal-admin windows, as nearly a quarter admit to planning a holiday during their lunch break or on the commute (24%).

To shine a spotlight on the heroic work of CVO’s, Samsung has enlisted the support of Vicky Pattison, a self-confessed Chief Vacation Officer, to explore how travel planning has evolved from a simple booking task into a juggling act across apps and content streams, and the pride she feels when the plans finally exit the group chat.

The campaign highlights the Samsung Galaxy Z Fold7 as the ultimate travel command centre for the modern CVO. With its immersive foldable screen, expansive cover display and Multi Window functionality, it helps holiday planners compare flights, hotels and itineraries while keeping the group chat open and moving. Built for planning on the go, its AI-powered features also make it easier to manage to-do lists, track details and turn holiday ideas into booked trips.

Vicky Pattison commented:

“It’s safe to say I love a holiday, and in my friendship group I am absolutely the lead booker and honestly, I thrive from the challenge. What starts as a simple ‘we should all go away’ somehow turns into you sorting dates, comparing hotels, collecting passport details and reminding people to pay you back and I secretly get a kick out of it. Everyone loves the holiday once it’s booked, but very few people see what goes into making it happen.

I think every friendship group has that one person who ends up carrying the trip from idea to reality, and with the Galaxy Z Fold7’s Multi Window, it’s so much simpler than it was before.”

The study revealed the biggest holiday planning challenges, including choosing where to stay (27%), collecting everyone’s passport details (11%) and finding dates that work for everyone (42%), all making the top 10.

Top 10 Holiday Planning Challenges

1. Finding dates that work for everyone (42%)
2. Agreeing on a budget everyone is happy with (31%)
3. Choosing where to stay (27%)
4. Making decisions when no one else will commit (23%)
5. Getting everyone to reply in the group chat (23%)
6. Dealing with people changing their mind repeatedly (23%)
7. Chasing people for payments or deposits (21%)
8. Comparing too many destination options (20%)
9. Aligning on activities so everyone feels the trip is worth it (20%)
10. Deciding on flights or travel times (19%)

It’s no surprise, therefore, that over a third of Brits (37%) believe having better tools to support holiday planning would make them more likely to organise more trips abroad.

When it comes to ease of planning, Brits identified being able to view multiple apps at once (38%), easy multitasking between chats, bookings and itineraries (34%) and a large screen for comparing options more easily (32%) as the device features they would find most useful when planning a group trip.

Annika Bizon, Mobile Experience VP of Product and Marketing, at Samsung, said:

“The Samsung Galaxy Z Fold7 is built for the way modern holidays come together. Whether you’re comparing destinations and social media side by side or managing group chats and itineraries in real time, its expansive 8-inch unfolding display and Multi Window experience make it easy to plan, book and bring every part of your trip together in one place.”

Every friendship group has someone who somehow makes the trip happen, and 79% of those who regularly plan group holidays say a device that lets them view multiple apps and conversations at once would be useful.

With Multi Window, Galaxy Z Fold7 lets CVOs keep the group chat open while comparing flights, hotels and itineraries side by side. Features including Live Translate help break through language barriers when making calls, sending messages or having face-to-face conversations abroad, while its foldable form factor makes it easier to get everyone into the group photo once they get there. From first message to final photo, the Samsung Galaxy Z Fold7 is built to get the trip out of the chat and into real life.

Samsung is expanding the One UI 8.5 rollout to more devices, bringing the latest Galaxy AI features across the Samsung Galaxy ecosystem.^[1] The update focuses on enhancing communication and creative experiences on Galaxy mobile phones and tablets, including the Galaxy S25 series, Galaxy S25 FE, Galaxy S24 series, Galaxy S24 FE, Galaxy Z Fold7 and Galaxy Z Flip7, Galaxy Z Fold6 and Galaxy Z Flip6, Galaxy Tab S11 series and Galaxy Tab S10 series.

One UI 8.5 will begin rolling out in Korea starting May 6^[2], with additional regions to follow.

[1] Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties.

[2] Availability and timing may vary by market and model.

With flexible form factors that offer all the benefits of a traditional device, plus the versatility to open up to so much more, Samsung’s Galaxy Z series redefines what you’ve come to expect from a smartphone.

As the thinnest and lightest Galaxy Z Fold ever, Galaxy Z Fold7 sets the standard for foldable smartphone design. The device opens to an immersive 8-inch^[1] display delivering a familiar premium phone experience while also unlocking new levels of efficiency and productivity.

Galaxy Z Flip7 is Samsung’s most compact and pocketable foldable device. Its unique form factor allows you to perform many tasks right from the FlexWindow cover screen, while also enabling a flexible camera experience to unleash your creative side.

Each Certified Re-Newed Galaxy device is refurbished by Samsung-approved engineers using 100% genuine Samsung parts^[2] including a certified new battery, and backed by Samsung’s two-year manufacturer warranty. The devices undergo more than 100 rigorous quality tests to ensure it meets the company’s high standards for performance, reliability and durability.

During the restoration process, all devices are reset to delete personal data and ensure they are sold in a condition equivalent to that of a brand-new device^[3]. After refurbishment, CRN devices are packaged in a new box made from recyclable materials and include the same in-box items as a new device.

Devices are also issued with new IMEI numbers and updated with the latest software, enabling users to experience the most up-to-date Galaxy features from the moment they switch on.

All Certified Re-Newed Galaxy Z Series devices come with a two-year manufacturer warranty, providing added peace of mind and reinforcing confidence in quality and longevity.

[1] Measured diagonally, Galaxy Z Fold7’s Main Screen size is 8.0-inch in the full rectangle and 8.0-inch accounting for the rounded corners; actual viewable area is less due to the rounded corners.

[2] The types of parts to be replaced differ depending on the condition of the phone. Among parts listed below, those that do not operate normally or need to be replaced in appearance will be replaced with genuine Samsung parts (screen, camera, speakers, sensor, NFC, antenna, etc.).

[3] The product may have slight external blemishes, which do not impact its functinality or performance.

The IFA Innovation Awards are a new global program debuting at IFA 2025 to spotlight products that demonstrate outstanding innovation, design excellence and market impact. Organised by IFA Berlin, the awards mark a new chapter in the event’s century-long legacy as a leading global stage for consumer and home technology. Besides the award certifications, winners also gain licensing rights, media exposure and exclusive opportunities at future IFA events.

Highlighted IFA 2025 Best of Innovation Award Winners

Bespoke AI Laundry Combo Wins Best in Design Award for Sleek Usability

In the home appliance category, the premium all-in-one washer-dryer Bespoke AI Laundry Combo was recognised with a Best in Design award, highlighting the product’s excellence and advanced technology. The Bespoke AI Laundry Combo offers the convenience of washing and drying in a single cycle, while also boasting a sleek design and a 7-inch touchscreen that enhances usability. It also delivers exceptional energy efficiency, with the wash cycle being 20% more efficient than the A-grade standard,^[1] as well as advanced heat pump drying technology that reduces drying time by up to 60%^[2] and energy consumption by up to 75%.^[3]

The Movingstyle Redefines Portable Display

The Movingstyle, a portable smart display that blends form and function, won two IFA Innovation Awards for Best in Home Entertainment and Best in Design. Transforming how people experience entertainment across their living spaces, The Movingstyle’s design is rooted in one simple, elegant idea: mobility should be effortless.

Inspired by the silhouette of a tote bag, the integrated handle is both a distinctive visual signature and a practical tool. With it, users can carry the 27” QHD touchscreen like a personal item, while the soft-wheeled floor stand glides smoothly between rooms. The Movingstyle also comes with a 2-in-1 One Action Stand that allows the screen to detach from the stand in a single motion, instantly becoming a self-supporting display without extra accessories.

The Premiere5 Provides an Innovative Home Viewing Experience

As Samsung’s most compact triple-laser ultra-short-throw projector, The Premiere5 also won two IFA Innovation Awards for Best in Home Entertainment and Best of Tech Innovation. At just a fraction of the size of conventional projectors, it projects screens up to 100 inches from just 43.3cm away — or 80 inches at 32.7cm and 60 inches at 22.2cm — enabling large-scale visuals even in small, aesthetic-conscious spaces.

Perhaps its most impressive feature is Touch Interaction, which is enabled by a built-in IR laser and camera that allows intuitive control of content, games, apps and workouts — creating interactive use cases across education, entertainment and home training.

Galaxy Tab S11 Ultra Allows Users To Create Content and Game Like Never Before

Galaxy Tab S11 Ultra won two IFA Innovation Awards for Best in Content Creation and Best in Computing & Gaming. These awards were won on Galaxy Tab S11 Ultra’s suite of tools for effortless productivity, creativity and immersive gaming experiences. As a product, Galaxy Tab S11 Ultra combines ultra-performance with a thin and light design to elevate creativity and power productivity on the go.

With the redesigned S Pen, powerful Samsung DeX and advanced Galaxy AI, it enables users to experience a new level of creativity, while its 14.6-inch 120Hz Dynamic AMOLED 2X display delivers a seamlessly immersive gaming experience.

Galaxy Z Fold7 Combines Design and Next-Level Functionality for an Ultra-Smartphone Experience

Galaxy Z Fold7 won the Best in Communications & Connectivity award by bringing together the best of Galaxy design, camera functionality and AI innovation in the thinnest and lightest Galaxy Z Fold series to date. It delivers premium performance and the experience of an ultra-smartphone with a larger, more immersive display when unfolded. Featuring One UI 8, Galaxy Z Fold7 has optimised Galaxy AI for larger screens, maximising the benefits of the expansive foldable display to boost productivity.

Highlighted IFA 2025 Innovation Award Honorees

Bespoke AI Jet Ultra – featuring a suction power of 400W^[4] while reducing overall weight, it is the World’s most powerful stick vacuum cleaner. It also supports AI Cleaning 2.0, which automatically adjusts suction power to suit various cleaning environments. Additionally, the Bespoke AI Jet Ultra recognises floor types such as wood, carpet and mats, as well as room structures like corners and walls.

Bespoke AI Dishwasher – equipped with AI Wash, which uses an improved high-resolution turbidity sensor and AI algorithm to thoroughly clean items by detecting and analysing soil levels throughout the wash and rinse cycles adjusting water temperature and duration for maximum efficiency. Additionally, it features an Auto Open Door that enables users to open the door with a simple push on the upper area, eliminating the need for handles and allowing the product to blend seamlessly into kitchen furniture.

Bespoke AI Refrigerator with Hybrid Cooling – utilizes two power sources — the compressor and Peltier module — to offer efficient and precise cooling. It also comes with the upgraded AI Vision Inside, which can recognise up to 37 fresh food items and 50 processed foods.^[5] Lastly, the refrigerator includes a 9” smart screen that allows it to become a hub for connected appliances, show food items and recommended recipes and provide various forms of entertainment.^[6]

Bespoke AI WindFree – creates a comfortable environment without cold drafts by dispersing air through micro holes. AI Fast & Comfort Cooling analyses user habits and indoor/outdoor climate data to seamlessly switch between Fast Cooling mode and WindFree mode, providing energy-efficient comfort. It also combines comfort and energy savings through its Comfort Drying feature, which precisely controls humidity and temperature. When connected with wearable smart devices like watches and rings that detect when the user is asleep, it automatically turns on WindFree cooling and adjusts the temperature to better allow for deep sleep.^[7]

Micro RGB – the world’s first display to feature micro-sized RGB LED backlighting in a 115-inch screen. Unlike conventional LED TVs that rely on white or blue backlights, Micro RGB is engineered with individually controlled red, green and blue LEDs to deliver true, full-colour local dimming. It also achieves 100% of the BT.2020 colour gamut and has earned VDE certification for its Micro RGB precision colour.

Odyssey 3D – immerses users in a diverse array of 3D experiences from games to videos with stunning 3D effects^[8] — all without the need for dedicated glasses — thanks to advanced eye-tracking technology and a proprietary lenticular lens.

Spatial Display – creates realistic depth and dimension to 2D visuals and 3D effects, without the need for 3D glasses. Slim and lightweight, this innovative signage brings brands to life and is suitable for any space and setting, including retail, events and luxury experiences.

Galaxy S25 FE – a gateway to the latest Galaxy AI experiences with multimodal capabilities that makes everyday interactions feel more natural and intuitive. Galaxy S25 FE is equipped with One UI 8 and also brings the AI-powered ProVisual Engine with advanced tools like Generative Edit, as well as an upgraded 12MP front-facing camera that delivers an enhanced photo experience.

Galaxy Z Flip7 – comes with an edge-to-edge FlexWindow that allows users to express themselves, access key features at a glance and stay connected without opening the device. Now Bar and Now Brief deliver helpful, personalised information on the FlexWindow, and FlexCam makes it easier than ever to capture the perfect selfie.

Buds3 FE – brings a larger speaker that delivers rich, powerful sound with deep bass and clear treble. Enhanced ANC reduces ambient noise, creating a more immersive listening experience, and Crystal Clear Call technology uses an advanced pre-trained machine learning model to isolate the user’s voice.

[1]Based on internal testing of energy efficiency of household washing machines according to Regulation (EU) 2019/2016. 18kg washer model comes with 20 percent more energy efficiency (38.9 EEI) than the conventional A-rated energy efficiency class (52 EEI).

[2] Based on internal testing of the cycle time when drying an IEC 3kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump= 78 minutes vs. combo model with a condenser  = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.

[3]Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle.

Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs.  WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents

[4]Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the handheld part of the stick vacuum cleaner (with no brush) in Jet mode when the dustbin is empty, and a large capacity battery that is fully charged (VCA-SBTC97, 3970mAh). Lasts up to 1 min. Recognised as the most powerful in the world as of the release date of the press release..

[5]As of April 2025, AI Vision Inside can recognise 37 food items, such as fresh fruits and vegetables. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the refrigerator door bins or freezer. It recognises food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognises packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form..

[6]A Wi-Fi connection and Samsung account are required..

[7]A Wi-Fi connection and Samsung account are required..

[8]3D effects may vary depending on content and PC capabilities. AI 3D video conversion is not available for DRM content or when HDR mode is enabled.
.

Equipped with multimodal AI and a foldable-optimised UI, the Galaxy Z Fold7 delivers a truly Ultra experience that raises the bar for smartphones.

Samsung Newsroom U.K. unboxed the Galaxy Z Fold7 for Galaxy fans eager to see all the exciting improvements and advanced capabilities that the new device brings.

First Impressions

▲ The Galaxy Z Fold7

Upon opening the sleek, black packaging, Galaxy’s signature modern design, slim silhouette, and remarkably light build are all immediately apparent.

▲ The rear of the Galaxy Z Fold7 from different angles

The Galaxy Z Fold7’s rear triple camera

The camera island surrounding the rear triple camera matches the body colour of the device for a seamless, cohesive design.

The Galaxy Z Fold7’s packaging and its contents

The Galaxy Z Fold7 is easier than ever to grasp in the hand.

The Galaxy Z Fold7’s larger cover display makes it easier to type when the device is folded.

(From left) A weight comparison between the Galaxy S25 Ultra and the Galaxy Z Fold7

▲ The Galaxy Z Fold7’s expansive main display is ideal for immersive gaming and content viewing
(*To listen to the audio, click the speaker button at the bottom of the video)

▲ Screen sharing with Gemini Live (*To listen to the audio, click the speaker button at the bottom of the video)

For example, if someone is trying to pick the perfect Galaxy Z Fold7 colour to match their favorite purse, they can open the Gallery app on the left window to display a photo of the purse, and open the browser on the right window to display the Z Fold7’s colour options. After that, all they need to do is press and hold the side button to activate Gemini Live, tap “Share screen with Live” and ask whether their purse would go well with the colour they have in mind.

 

The AI agent will then analyse both screens at once and let them know whether that colour and the purse pair nicely. Even when the device is folded, users can still ask the AI agent questions and receive real-time answers.

 

▲ Camera sharing with Gemini Live (*To listen to the audio, click the speaker button at the bottom of the video)

Let’s say a user wants to know which batteries their TV remote requires — they can just share their camera with Gemini Live by directing the camera at the remote and ask away. Galaxy AI will recognise the model and instantly tell you which battery type it needs.

 

With a simple voice command, they can also save information on the nearest stores that sell them to Samsung Notes and even set a reminder to buy the batteries after work — all without typing anything.

 

▲ The Galaxy Z Fold7 can display AI-generated answers in pop-up or split screen view, keeping multitasking fluid and uninterrupted.

The Galaxy Z Fold7’s AI-powered features go beyond live assistance. When browsing the web, users can request information from Galaxy AI without breaking rhythm and losing focus of the content in front of them. Responses will appear in pop-ups or split view, keeping multitasking smooth and uninterrupted.

Unfold Samsung Galaxy Z Fold7 — your ultimate travel companion with multimodal capability for smoother, and smarter travel.

As the thinnest and lightest Galaxy Z Fold series device yet, its pro-level cameras and AI features make it the ideal travel buddy. Translation: zero travel stress, max fandom vibes.

Before You Go: Unfold Your Travel Planner

You’re about to witness a once-in-a-lifetime reunion show, and it’s also your first time visiting Seoul. Relax. Galaxy Z Fold7 will handle the details.

Press and hold the side button to activate Gemini. Drop your concert date, hotel address and wish-list spots, then tell it:

“Recommend a 4-day, 3-night itinerary including a K-pop concert and save it to Samsung Notes.”

Gemini generates a custom itinerary, complete with must-visit fan cafés and your personal favorite’s trainee-era hangouts, fueling your ultimate K-pop pilgrimage.

“Should I pack this T-shirt or a hoodie?”

Don’t know what to pack? Let Gemini suggest for you. Activate camera sharing on Gemini Live[1] to hold up your outfit options and just ask Gemini what works best to get real-time advice. It will consider Seoul’s weather and the kind of exploring you’ll be doing. No more overpacking so you’ll have more room in your luggage to bring home all that concert swag.

When the jet-set countdown starts, Now Brief[2] has you covered. It shows your boarding pass details, Seoul’s current weather and real-time exchange rates front and centre — so you can check what matters at a glance, before your trip.

Gate to Stage: AI Navigates Your Tour

You land at Incheon International Airport and the clock is ticking, so you ask:

“What’s the fastest and most affordable route to my hotel carrying two suitcases?”

In no time, Gemini displays side-by-side cards for airport express trains, buses and taxis, complete with fares, travel times and transfer counts all laid out.

Seoul Highlights, From Tradition to Modernity

After leaving your luggage at the hotel, day one kicks off at Bukchon Hanok Village, the perfect “Hello, Korea” setting for your vlog. Rest the Galaxy Z Fold7 on a ledge — Flex Mode lets you shoot easily, no tripod needed, while capturing the full Hanok backdrop

But wait. Those unwanted photobombers in your pictures? Gone. Galaxy AI’s Photo Assist understands the whole scene, and Suggest Erases[3] automatically detects and removes them with one tap. All done without post-editing hassle. Plus, with Side-by-Side Editing and Show Original, you can instantly compare the before-and-after images on the unfolded screen.

Next stop: K-beauty heaven. Aisles and aisles of products, but when you pick one up to read the label, it’s all in Korean. No worries. Camera sharing on Gemini Live can translate the ingredient labels listed in Korean, sprinkling in emojis for context to help you know what you’re buying. Still overwhelmed? Ask Gemini:

“Recommend one for sensitive skin.”

Gemini cross-checks the ingredients and suggests a top 3 recommendation list tailored to you. You can check out like a skincare pro, not a confused tourist.

Main Stage Moment: Your Favourite Idol Up Close

It’s finally the big day. Your lightstick is charged, your phone is fully juiced and the stadium is crowded with fans. You might be stuck in the nosebleeds, but Galaxy Z Fold7’s 200MP camera captures your personal favorite up close with crystal-clear detail. Moreover, thanks to the 10 MP 100° front camera, you can squeeze all your new friends into one frame and still grab the boys on stage too. When the arena goes dark, Nightography kicks in, turning a sea of flickering lightsticks into sharp, balanced footage you’ll replay on a loop after the encore.

Final Encore: Edit and Elevate

Say goodbye, Seoul — hello airborne edit bay. Plane rides are perfect for some creativity. With Galaxy Z Fold7’s expansive screen, editing your travel vlog is easier than ever. Use the upgraded Audio Eraser[4] to reduce the sound of the crowd’s background noise so your favourite member’s vocals shine.

Z Fold7: The Perfect Travel Companion

Galaxy Z Fold7 isn’t just another travel gadget — it’s the backstage pass, stylist, translator, map and editing tool that elevates your creativity to the next level. It’s no longer the smartphone era; welcome to the age of the AI sidekick. Skip the endless search bars and just talk. Unfold your phone, and half your trip is already handled. So go ahead, live your best wanderlust life. Galaxy Z Fold7’s got your back from take-off to touchdown.

[1] Compatible with selected languages only. Google account login and network connection required. Google and Gemini are trademarks of Google LLC. Samsung account login is required for certain AI features.

[2] Samsung account login and network connection required.

[3]Samsung Account login and network connection required. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output is not guaranteed.

[4] Samsung account login required. Six types of sound can be detected; voices, music, wind, nature, crowd and noise. Results may vary depending on audio source and condition of the video.

The study of 2,000 UK office workers suggests that the traditional office of the 90s, as popularised in the sitcom of the same name, would be unrecognisable to office workers in 2025.

Landline phones, business card holders and even sticky notes are among the traditional office staples considered to be outdated in today’s workplace, while correction fluids – once deemed an essential part of office life – are also on their way out.

The poll, commissioned by Samsung to launch their new Galaxy Z Fold7 Enterprise Edition, a business foldable phone enhanced with AI features, found as few as one in ten Brits now make all their work calls from an office landline, with 52% of Brits saying their smartphone functions as a portable office.

It also revealed that almost two-thirds (62%) say working from a mobile phone has improved their ability to multitask, with 50% saying they begin their workday on the commute on at least some, if not all, the days they travel in to work.

Top 10 Obsolete Office Staples:

1. Floppy Disks (63%)
2. Fax machines (62%)
3. Rolodexes (39%)
4. Correction Fluid (36%)
5. Landline phones (24%)
6. Business Card Holders (21%)
7. Sticky Notes as Password Reminders (21%)
8. Filing Cabinets (20%)
9. Physical Diary/Planner (19%)
10. Paper Hole Cutters (17%)

Alongside the traditional office items that have been relegated to the past, the research also found that most work environments have undergone a period of modernisation, with comfortable seating areas (41%), relaxation spaces (39%) and collaboration pods (23%) becoming increasingly common as companies prioritise employee wellbeing.

When it comes to the modern working week, a meagre 37% of Brits now have fully office-based jobs, with just under one in five (18%) saying they split their time 50/50 between the office and home. A further 21% say they mainly work remotely.

As such, only 37% of UK office workers say they now have assigned seats or desk space at work, with over a quarter (26%) hotdesking instead.

Annika Bizon, Mobile Experience VP of Product and Marketing at Samsung UK&I, said:

“Thanks to cutting-edge technology, the modern office looks nothing like it did 25 years ago. Today’s professionals don’t work in one place or on one schedule, and their tech shouldn’t be confined to any restraints either. The Galaxy Z Fold7 is designed for the professional who works from anywhere – whether that’s a co-working space, their kitchen table, or the train to an important meeting. It’s your meeting room, notepad and your presentation screen all folded into one device; a complete mobile office built for modern working demands.”

Meanwhile, the gig economy has transformed career expectations with almost two in five (37%) workers now having a ‘side hustle’ as people focus on multiple careers simultaneously.

With more digital technology being used in the workplace, 61% of office workers have received employee training when it comes to using evolving software. However, more than one in ten (12%) of respondents aged 50+ admitted to struggling to incorporate innovative software into their working lives.

The Galaxy Z Fold7 is Samsung’s thinnest and lightest foldable yet, and gives workers the ability to flex the way they work. For example, having multiple apps open simultaneously on the device or using their voice for seamless action across apps with Google Gemini[1], like adding the time & location of events instantly into their calendar. Featuring Galaxy AI[2] for translation, call transcription and note-taking support, it’s like a portable office and executive assistant all in one.

For more information on Galaxy Z Fold7 Enterprise Edition, visit Samsung.com/uk.

[1] Compatible with selected languages only. Google account login and network connection required. Google and Gemini are trademarks of Google LLC. Samsung account login is required for certain AI features

[2] Samsung account login is required.

Celebrating the moments that matter most, Spandau Ballet’s Martin Kemp has opened up his personal collection of home videos to be featured in new film accompanying an original poem released today, Life Unfolds Fast.

Narrated by Kemp and penned by poet Georgie Jones, the poem is a heartfelt exploration of the milestones that shape our lives. From proposals and marriage to saying goodbye to parents sending off their child to the first day of school, the poem captures the essence of love, family and connection.

Martin Kemp showcases intimate moments from his family life by sharing home videos featuring his family —wife Shirlie, son Roman and daughter Harley– adding a personal touch to the shared human experience.

The poem was commissioned by Samsung to celebrate the launch of the new Galaxy Z Fold7, its slimmest and lightest foldable smartphone yet whilst also boasting its most expansive screen ever, helping us relive the moments, such as Martin’s, that matter to us most like never before.

“Our research shows that over 40% of us take photos and videos for the sole purpose to not forget our best memories.” said Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK & Ireland.

“The Galaxy Z Fold7 expansive screen brings you closer to life’s unmissable moments. It allows you to capture & revisit the memories you never want to forget, feeling their warmth and emotion time and time again.”

The film released alongside the poem, also features real-life footage from people spanning different ages, cultures, regions and identities, capturing the raw power of these moments as they are replayed on the screen.

Narrator, Martin Kemp, said:

“Some of my life’s greatest memories are those simple moments at home – playing with my kids in the garden, holding Harley and Roman as babies, and singing with my wife in the car. These are moments that truly define our lives. Sharing these personal glimpses allows people to see how small, intimate moments become the big memories we want to go back to over again, and with the Galaxy Z Fold7 we can relive these precious instances in stunning detail.”

A poll of 2,000 British adults[1] has identified holding your baby for the first time getting the keys to your first home and saying your last goodbyes to a loved one have been ranked among the unmissable moments that shape our lives.

Top 10 Unmissable Life Moments

1. Holding your newborn baby for the first time
2. Watching your baby take their first steps
3. Holding the keys to your first home for the first time
4. The last goodbye to a loved one
5. Your child’s first day of school
6. Falling in love for the first time
7. Witnessing a child’s first words
8. Driving a car on your own for the first time
9. Being told “I love you” and saying it back
10. Being proposed to – or proposing to someone

On average, British adults experience five unmissable moments per year with three-quarters (76%) agreeing that they represent significant milestones, foster deep emotional connections, and create lasting memories as well as help define us as people.

Informing the key beats of the poem, the research offers a stirring portrait of what matters most to Brits today: connection, love, family, and memory as it appears Briton’s will go to lengths to keep phone held memories.

Memories are a large part of our emotional wellbeing as 85% of respondents reported to reliving the cherished memories on their phones. The survey found 60% of Britons value their digital memories as much as physical mementos or keepsakes.

Capturing those unforgettable moments has never been easier. Pro-grade camera experience on Galaxy shoots vivid photos whether that’s in sun-soaked family holidays or the vibrant buzz of a night out in the city with close friends. Galaxy AI can also offer proactive suggestions to enhance your photos, like removing passers-by in the background of your group selfie so it’s just the people that matter.

The Galaxy Z Fold7 is available for purchase now on Samsung.com and other retailers.

The Galaxy Z Fold7 comes in[2] Blue Shadow, Silver Shadow and Jetblack colour options with the exclusive colour Mint[3] only available at Samsung.com.

Buy and try the new Galaxy Z Series devices for 100 days, and if you decide it’s not for you, you can send it to us and receive back what you paid. Terms and Conditions apply.[4]

[1] Survey was conducted of 2,000 Brits by OnePoll

[2] Colour availability may vary depending on carrier.

[3] Exclusively available on Samsung.com

[4] Purchase between 09/07/2025 – 19/08/2025 from a participating retailer. Payment capped at the product RRP and subject to product condition.  Registration required within 30 days of purchase at https://samsungoffers.claims/ukbuyandtry and claim between 45-100 days of purchase. Sim-free purchases only.  For full T&C’s https://samsungoffers.claims/ukbuyandtry

Unveiled at Galaxy Unpacked 2025 in New York on July 9, Galaxy Z Fold7 is 48% thinner than the original Galaxy Fold. While overall thickness^[1] declined by 29% across the first six generations — from Galaxy Fold in 2019 to Galaxy Z Fold6 in 2024 — a significant 26% reduction was achieved in just the past year. This streamlined design reflects Samsung Electronics’ continued advancements in hinge engineering and product design, delivering a more refined user experience.

To highlight this milestone, Samsung Newsroom explores how the Galaxy Z Fold series has redefined thinness in foldable smartphones from 2019 to today.

Making its debut in 2019, Galaxy Fold was Samsung’s first device to introduce the concept of foldable smartphones. With a maximum folded thickness^[2] of 17.1 mm and a maximum unfolded thickness of 7.6 mm, the device offered the public its first look at foldable display technology. This revolutionary form factor ushered in a new mobile experience, allowing users to enjoy a widescreen display from the palm of their hand.

Introduced in 2020, Galaxy Z Fold2 featured the Hideaway Hinge — consisting of more than 60 internal components for smoother, more flexible folding. The precision-engineered hinge integrated seamlessly into the device’s body, reducing the maximum folded thickness to 16.8 mm and the maximum unfolded thickness to 6.9 mm.

Released in 2022, Galaxy Z Fold4 brought notable improvements in both weight and thickness. The gear-based hinge was replaced with a linear movement mechanism, reducing internal components and resulting in a maximum folded thickness of 15.8 mm and an unfolded thickness of 6.3 mm. This redesign offered a sleeker profile and improved ergonomics while maintaining the device’s robust performance.

In 2023, Galaxy Z Fold5 introduced the Flex Hinge, an innovative hinge mechanism with four drive shafts that enabled the display to curl inward in a water-drop shape, replacing the traditional Hideaway Hinge. This advancement enabled the two halves of the phone to close more evenly, minimizing the screen crease and eliminating the gap when folded. The result was a more compact form factor, with a folded thickness of 13.4 mm and an unfolded thickness of 6.1 mm.

Unveiled in 2024, Galaxy Z Fold6 delivered an even slimmer silhouette — just 12.1 mm when folded and 5.6 mm when unfolded. Featuring a refined structure and design of a symmetrical dual rail hinge, the device could be folded flat or opened to various angles between 75 and 115 degrees for greater versatility. This streamlined build further enhanced portability and everyday usability.

Now the thinnest Galaxy Z Fold ever, Galaxy Z Fold7 embodies years of design evolution. With a folded thickness of just 8.9 mm and an unfolded thickness of 4.2 mm, the device sets a new standard for slim foldables. At the core is the Armor FlexHinge — a new structural innovation that fuses advanced materials with an optimized design for superior durability and compactness. While the cover display of the Galaxy Z Fold6 measures 6.3 inches (158.9 mm), the Galaxy Z Fold7’s cover display extends to 6.5 inches (164.8 mm) to increase usability when the device is folded. The main display^[3] also spans 8.0 inches (203.1 mm) when unfolded, offering an 11% larger screen area than its predecessor — the biggest in the Z Fold series to date.

With each new generation, the Galaxy Z Fold series has advanced in both form and function — reducing thickness while expanding what’s possible in a mobile device. At the heart of this progress is Samsung’s continuous innovation in hinge technology. As the Galaxy Z Fold series pushes the boundaries of smartphone design, Samsung remains committed to unlocking transformative experiences with next-generation engineering and a foldable form factor like never before.

[1]Unfolded thickness is measured from the main display to the rear glass. Folded thickness is measured from the cover display to the rear glass.

[2]Maximum folded thickness refers to the thickest point of the device when it is folded shut, which is at its hinge.

[3]Measured diagonally, the Galaxy Z Fold7’s main display size is 203.1 mm in the full rectangle; actual viewable area is less due to the rounded corners.

As the thinnest and lightest Galaxy Z Fold yet, the Galaxy Z Fold7 features multimodal AI capabilities, a redesigned user interface and the series’ first 200-megapixel camera. With ultra-level refinement across design and technology, the device sets a new standard for foldable smartphones.

Samsung Newsroom got an exclusive early look at the Galaxy Z Fold7 during Galaxy Unpacked 2025.

The Galaxy Z Fold7, the thinnest and lightest in the Galaxy Z Fold series to date

Design: Slimmer and Lighter

The Galaxy Z Fold7 is the thinnest and lightest in the Galaxy Z Fold series to date — measuring 4.2 millimetres when unfolded, 8.9 millimetres when folded^[1] and weighing 215 grams^[2]. Considering the inclusion of a cover display and a complex folding mechanism, these are breakthrough figures.

The Galaxy Z Fold7 is 8.9 millimetres thick when folded, shown next to a marker for scale

The hardware innovation is immediately noticeable — significantly slimmer and more lightweight than its predecessors. The device feels closer to a bar-type smartphone in hand and is thinner than the average passport or card wallet, making it exceptionally comfortable to carry.

The Galaxy Z Fold7 is noticeably lighter and more comfortable to hold.

The cover display’s wider 21:9 aspect ratio makes everyday tasks like messaging, browsing and checking email more convenient — all without unfolding the device.

Design innovation extends to the hinge. The newly applied Armor FlexHinge is thinner^[3] while maintaining durability and the upgraded structure significantly reduces the visibility of the crease along the foldable display.

The thinner and lighter Armor FlexHinge provides durability.

The upgraded internal hinge structure reduces the appearance of the crease on the display.

Camera: Clarity at the Highest Resolution

The Galaxy Z Fold7 is the first in the Galaxy Z Fold series to feature a 200-megapixel camera — capturing four times the detail compared to its previous 50-megapixel counterpart. Paired with the AI-powered ProVisual Engine, the camera delivers sharper images and more vivid colour.

Details captured with the 200-megapixel camera

Nightography ensures crisp, clear shots even in low light, while the front main camera now offers a wider 100-degree field of view — maximising the advantages of the large display. From group selfies to sweeping travel scenes, the device helps frame every moment with ease.

A wide-angle selfie taken with the 100-degree field of view

Multimodal AI and One UI 8: Contextual Help in Real Time

The Galaxy Z Fold7 debuts with One UI 8^[4], introducing Samsung’s new multimodal AI experience.

Thanks to Google’s Gemini Live^[5], users can share their screen in real time while speaking with the AI assistant — enabling contextual requests based on what’s visible.

For example, when a user comes across a photo of an unfamiliar dessert, Gemini can analyse the image, identify it and recommend nearby places that serve something similar.

Gemini Live supports screen sharing for real-time assistance.

Gemini can then save the restaurant list and set a calendar reminder — completing both tasks simultaneously. There’s no need to switch apps or copy and paste, as the AI assistant integrates seamlessly into daily routines.

Gemini streamlines planning and coordination.

This feature becomes even more powerful when paired with the Galaxy Z Fold7’s large screen and Multi-Window.

Multi-Window allows users to perform a variety of tasks using the large screen.

For instance, a user can display a chair on the left screen and a room on the right, then ask Gemini whether the furniture matches the interior. The AI assistant analyses the context of both screens and offers helpful guidance.

Gemini analyses the image of the room, recommends a suitable chair and even converts it into the desired colour.

This Galaxy-exclusive user experience enables intuitive, natural communication between users and their devices — not only through text but also via images, voice and live camera input when requesting information or assistance from AI.

The Galaxy Z Fold7 goes beyond a simple evolution in design and technology, setting a new benchmark with an ultra-premium experience that integrates into every part of daily life. From cutting-edge hardware and smarter AI to a best-in-class camera, the Galaxy Z Fold7 delivers the true ultra experience promised by Galaxy.

[1]The thickness of Galaxy Z Fold7 when unfolded does not include the frame of the Main Screen.

[2]Weight may vary by country or region.

[3]Compared to previous Galaxy Z Fold series.

[4]Some functional widgets may require a network connection and/or Samsung Account login. Availability of functions supported within the apps may vary by country.

[5]Compatible with selected languages only. Google account login and network connection required. Google and Gemini are trademarks of Google LLC. Samsung account login is required for certain AI features