London, United Kingdom – 16th January 2025 – East London crowds witnessed a dazzling spectacle of light last night as a ground-breaking 2-minute hologram show surprised and delighted onlookers in the early evening.

The mesmerising display began with a cosmic blue glow blossoming into a constellation of eery blue stars, leaving onlookers questioning what was unfolding in front of them.

The spectacle was revealed to be a stunt by Samsung as it teased its biggest launch to date, officially inviting the public to tune into their anticipated Unpacked event, taking place on 22 January

The display offered a preview of what’s to come: the next evolution of Galaxy AI, set to change the way people interact with the world every day.

Narrated as though someone is asking to see a selection of images, the event featured a majestic blue whale gliding through the night sky which dazzled alongside a showing of the northern lights, followed by a vibrant burst of blooming flowers.

The energy then shifted as the form of a football star came into shape, electrifying the air with a winning goal celebration.

The show culminated with a series of lanterns that emanated a warming glow in winter skies.

The captivating 65ft x 50ft visuals were created using cutting-edge hologram technology, with the story teasing the next level of innovation behind the latest Samsung launch.

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

“This spectacle was designed to ignite imaginations and hint at the ground-breaking advancements we’ll be unveiling at Galaxy Unpacked next week.

The display demonstrated the endless possibilities when art and technology combine. With the next evolution of Galaxy AI, we’re setting a new benchmark in how technology can transform everyday life – AI has already landed with a bang and there’s so much more to come.”

Galaxy Unpacked takes place in San Jose, California on 22 January at 10am PST (6pm GMT) and can be livestreamed locally on YouTube and https://news.samsung.com/uk/.