The evening began with the guests arriving in their favourite sleepwear, but sleep was far from the agenda at the homey Samsung DQX, Design Quarter in Fourways. The guests found themselves immersed in the Samsung lifestyle experiences created by the compact, portable and versatile, the Samsung 2^nd generation Freestyle, an entertainment device that makes it easy to bring big screen viewing experiences everywhere. In one of the kitchens they interacted with a multimedia display blazoned on a fridge. Those that chose to hang out in the lounge enjoyed a feast for the Una Rams-themed artwork that was supersized and spectacularly displayed on the wall using the Smart Edge feature of the Samsung 2^nd generation Freestyle.

Even the reception area got a bit of a face lift and transformed into the official Samsung Galaxy zone. This is where guests got the chance to flex and capture memories with the must-have foldable, the Samsung Galaxy Z Flip5. All this happened while others played video games on a 100 inch display with a Samsung 2^nd generation Freestyle that was hooked up to a Samsung Galaxy S23.

As if the excitement and the scenes of the night weren’t enough to wow the crowds, Samsung gave everyone in attendance to chance to win a Samsung 2^nd generation Freestyle worth R13,999. The fans were not disappointed as the headline singer and songwriter descended onto the scene to perform an intimate music set filled with his newest hits from the “Hold Me When I’m Cold – The Cuddle Pack” EP. He took the crowd on a nostalgic R&B journey with a variety of hits like Next2Me, SOS, 2am, Body Party, Bebe and Pull up. Along this journey with Lovers and Friends, he brought collaborators like Langa Mavuso and Tron Pyre to join him on the stage.

After an enthralling performance Una Rams said “I really loved this intimate session because I really wanted to make it a special moment for the fans, family and friends who have been rooting with me to celebrate this moment with me.” This was the first time that the talented Zoomer partnered with Samsung and he said that “It feels like I have just reached a new peak in my career and this partnership with Samsung puts the battery in my back to keep going and want to dream some more. I am a tech geek myself and getting the opportunity to work with Samsung. Tech is a tool that allows us to reach forward and do new things. It only makes sense for music to be elevated through tech. The marriage between Samsung and my brand makes sense”

Looking back at this new partnership, Anesu Malisa, Head of Samsung’s Future Generation Lab Africa, said “We’re always trying to find new ways to engage with customers, influencers and artists and tap into different passion points in exciting ways. So what excites us about this partnership with Una is that he had already brought out his amazing story of self-expression which included writing award winning music and led up to the launch of his latest music project launch. We wanted to find exciting ways to talk about the Freestyle, so we took the next big thing in SA music scene, Una Rams, and partnered him with the next big thing in tech, the Samsung 2^nd generation Freestyle to create an unforgettable night at the Samsung DQX”.

For more on Una Rams’ “Hold Me When It’s Cold – The Cuddle Pack” EP, follow the artist Instagram and watch the below video for a glimpse of how the night went:

Relatability is fully embedded in popular culture right now, politically, economically and even ecologically. People seek out upbeat, relatable content for self-care, to simply regulate their mood. Brands can also tap into this feel-good factor via the storytelling content. Gen Z’s love to consume video content and it can be an effective, authentic way to market product lifestyle fit.

With this in mind the Africa Future Generation Lab debuted the Gen Z brand short film. Telling a story of connection, where Samsung products naturally enable friends & family to connect with the people and places that they love and express themselves however they feel necessary. Coupled with hints of heritage and celebration as an overarching theme, South Africans get to visualise the role Samsung products play in their everyday lives as they say goodbye to winter and welcome the new season.

The film features an array of Samsung products, including:

• The Galaxy Flip 5
• The Freestyle and it’s battery base
• The SoundTower
• Bespoke JetVac, Fridge and Microwave oven.

Watch here:

At this year’s Galaxy Unpacked, Samsung invited users around the world to “Join the flip side” and discover a new way of thinking and living. After the event, the company revealed seven Galaxy Experience Spaces across the globe, from New York City to Bangkok, where visitors can do just that.

In these immersive venues, visitors can get hands-on with the latest Galaxy innovations, including the Galaxy Z Flip5 and Z Fold5, Galaxy Tab S9 series, and Galaxy Watch6 series. Here, anyone can discover design innovations, explore gaming capabilities and even customise their devices with a wide range of accessories.

Be sure to visit the Galaxy Experience Spaces in person over the next month, or take a look at the highlights below to virtually join the global celebration.

Get Hands-On With Galaxy in the Heart of New York City, USA

Located in the heart of Manhattan at 50 West 34th Street, the Galaxy Experience Space in New York City kicked off with an Unpacked viewing party on July 26. This impressive event introduced the entire Galaxy lineup, highlighting the Galaxy Z Flip5’s FlexCam and Flex Window.

For the next month, this space will be packed with exciting events — from live performances and meet-and-greets with top South Korean idols to community-building events, such as mixers, yoga and networking sessions. The Galaxy Experience Space in New York City, one of the city’s hottest destinations, will be open to the public from July 26 to August 20.

The Galaxy Experience Space in New York City located at Herald Towers in Manhattan at 50 West 34th Street

Join the Party in Berlin, Germany

Bringing the latest Galaxy innovations directly to users in Germany, Samsung proudly unveiled a Galaxy Experience Space at the centre of the Mall of Berlin. To celebrate the grand opening, Samsung invited influencers, including German DJ Ski Aggu, and held a concert at the Unpacked viewing party to set the stage for a truly festive atmosphere.

At this Galaxy Experience Space, visitors can download the Galaxy Experience App and interact with the store to collect points that can be redeemed for exclusive giveaways. The pop-up store features other attractions — including a Flip’n Slide ball pit, photo booth and pinball machine — so there’s no shortage of fun and excitement for everyone.

The Galaxy Experience Space in Berlin will be open to the public from July 26 to August 22.

The Galaxy Experience Space inside the Mall of Berlin

Embrace the Spirit of Galaxy and the 2024 Olympics in Paris, France

In Paris, the Galaxy Experience Space was not just a celebration of Samsung but also a tribute to the highly anticipated Paris 2024 Olympics. The Unpacked event was live-streamed at the Galaxy Experience Space inside the Westfield Les 4 Temps shopping mall. Fans had the opportunity to meet renowned French skateboarder Aurélien Giraud at a fan sign event and snap a photo with Phryge, the lovable Paris 2023 Olympic Mascot based on the traditional Phrygian hats.

Visitors in Paris can take part in the fun from July 26 to August 22.

The Galaxy Experience Space at Westfield Les 4 Temps mall in Paris

Indulge in the Glitz and Glam in Bangkok, Thailand 

Over in Bangkok, visitors to Centralworld, one of the largest shopping complexes in the world, can get a firsthand look at the new Galaxy devices from July 26 to August 20 at this dedicated Galaxy Experience Space.

Samsung rolled out the red carpet for a star-studded local launch event, inviting media representatives, business partners and influencers. This event boosted traffic for the Unpacked livestream — but for those who missed it, there’s still plenty of time to visit the space in person to experience the Galaxy Z Flip5 and Z Fold5, Galaxy Tab S9 series and Galaxy Watch6 series.

The Galaxy Experience Space in Bangkok situated in the centralwOrld shopping center

Join the Flip Side at the World’s Largest Mall in Dubai, UAE

Meanwhile, visitors can explore an immersive Galaxy Open Market pop-up at the Dubai Mall, the world’s largest shopping centre, open from July 26 until August 28.

This interactive pop-up features themed experiential zones highlighting the latest Galaxy devices. At the FlexCam Selfie zone, guests can find their best angles with the Galaxy Z Flip5 while the gaming station offers powerful performance through Galaxy Z Fold5 and Tab S9 Ultra gaming kits. Additionally, the wellness zone includes a sleep analysis and coaching guide to help improve sleeping habits with the Galaxy Watch6 series.

Throughout the month, Samsung will host competitions, photography masterclasses and daily workshops, keeping visitors coming back for more during this Galaxy extravaganza.

The Galaxy Open Market pop-up in Dubai located inside the Dubai Mall

Express Yourself in Seoul, South Korea

In Seoul, Samsung invited users to “Join the flip side” and embrace the possibilities of Galaxy with the opening of a Galaxy Studio in the Seongsu neighbourhood on July 28. Flip Side Market Seongsu allows visitors to express their personal style and explore the latest devices through a lifestyle market that showcases exclusive mobile experiences unique to Galaxy. From July 28 to August 20, guests can experience three unique and immersive Galaxy Experience Spaces in Seongsu: Flip Side Market The Garden, Flip Side Market Seongsu and Flip Side Market DOOR.

In Busan, the Galaxy Experience Space hosted an extraordinary celebration that brought together passionate Galaxy fans and proud Busan residents, honouring the city’s bid for the World EXPO in 2030. The event kicked off with an outdoor beach concert from Korean singer Mujin Lee and ended with a spectacular drone show. Visitors have a chance to personalise their devices with custom NFC stickers of Busan’s mascot Boogi for the Galaxy Z Flip5’s Cover Screen or choose from foldable cases showcasing Busan’s local attractions.

Flip Side Market Seongsu located in the Seongsu neighbourhood of Seoul

Flip Side Market Busan Gwangalli located in the Gwangalli neighbourhood in Busan

Samsung proudly supports Busan’s bid for the World Expo 2030.