Samsung folds giant bus as part of Galaxy Z series marketing campaign

WEB DESK: Samsung has launched an imaginative marketing campaign in the United Kingdom to celebrate the release of its new Galaxy Z Fold 6 and Galaxy Z Flip 6.

On Old Street in North-East Central London, the tech giant has erected an eye-catching art installation: a single-decker bus designed to appear as though it has been folded in half.

The installation is not an actual bus but a creative sculpture crafted by artist Caspar Philips. Constructed from materials recycled from genuine London buses, the folded bus measures 6 metres by 6.2 metres and stands 6 metres off the ground. The artwork was built to scale and took two months to design and assemble.

As part of its “Fold Town” initiative, Samsung has also introduced other folded-themed installations in the Old Street area. These include a folded bench, a red telephone box, and a lamppost that folds to nearly three metres in height. These additional pieces were designed by Jem Hughes.

Adding to the spectacle, Samsung has temporarily renamed Old Street Tube station to “Fold Street” in collaboration with Transport for London (TfL). This is not the first time Samsung and TfL have partnered on promotional stunts; earlier this year, they redesigned the Tube map for the Circle to Search campaign.

Annika Bizon, Director of Marketing at Samsung, commented, “Welcome to Fold Town! To celebrate the arrival of the new Galaxy Z series, we wanted to flip East London upside down with a series of unexpected activations, including the renaming of Old Street to Fold Street.”

The Fold Town art installation will remain on display until July 27. The Galaxy Z Fold 6 and Flip 6 were officially released today following a two-week pre-order period.

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