Samsung renames Old Street station as Fold Street in foldable phones drive

  • July 31, 2024

Samsung has taken over Old Street Tube station, transforming it into Fold Street to promote its Fold and Flip phones.

“Fold Town” was created by Taylor Herring alongside its sister brand experience agency St Marks Studios, and in partnership with Transport for London. The experiential elements of the campaign were led by Iris, as was the link-up with TfL.

The experience, which marks the arrival of its Galaxy Z Fold6 and Z Flip6 phone, comprises a takeover by Samsung of station name signage, ticket gateways, escalators and platforms. The renaming will be in place until 25 July.

“Fold Street” also includes a single decker London bus folded at a 90-degree angle, as well as a folded red telephone box, park bench and lamppost.

The bus sculpture measures 6m by 6.2m and has been placed in Bishops Square. It comes alongside a Samsung AI Bus, which offers experiences using Samsung’s Galaxy products, free drinks and the opportunity to win £2000-worth of vouchers for a holiday.

In addition, Samsung has teamed up with skate streetwear brand HTown to install a skate ramp at Old Spitalfields market and partnered East London businesses to host Galaxy AI Hype Labs workshops featuring influencers Adrien and Lia Lewis.

Samsung has also created a bespoke wrapped taxi and hand-painted murals at the Old Street site. Digital out-of-home work includes a takeover of the Old Street roundabout.

Starcom managed media planning for the campaign, and Coolr is leading on social content.

Annika Bizon, marketing and omnichannel director UK and Ireland and head of MX Ireland at Samsung Electronics, said the brand has a “heritage of innovation, from folding glass in our Galaxy Z Series, to folding buses and iconic landmarks”.

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