Samsung folds London bus for new phone launch
By Staff on Wednesday, July 24, 2024
Commuters were stopped in their tracks this morning as they spotted a full size, folded bus in East London.
The Old Street area has been taken over by Samsung in a series of activations, coined Fold Town, to celebrate the new release of the Galaxy Z Fold6 and Z Flip6.
The iconic single decker, which measures 6m by 6.2m appeared to have been folded upwards at 90-degree angle with its rear end nearly six metres off the ground.
The attention-grabbing public art installation, also includes a folded telephone box, lamppost and park bench.
The creative PR activation was led by Taylor Herring with Brand Experience agency St Marks Studios.
A Transport for London partnership sees Old Street renamed to ‘Fold Street’ and will dominate station name signage throughout the station.
The bus forms part of a public art project, specially commissioned by Samsung to celebrate the release of the Galaxy Z Fold6 and Galaxy Z Flip6, which come with a range of new features now with Galaxy AI.
Created by artist Caspar Philips, the bus which includes a host of recycled materials from real London buses, was constructed to the accurate scale of a real single decker bus taking a total of 2 months to design and build.
Additional public art installations include a folded bench, lamppost and telephone box, created by designer Jem Hughes.
The public will be able to see the art installations for themselves as they remain in situ for 4 x days until 27th July 2024.
Annika Bizon, Director of Marketing, Omnichannel & Head of Ireland – MX Division said: “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. Samsung has a heritage of innovation, from folding glass in our Galaxy Z Series, to folding buses and iconic landmarks. We are so excited for consumers to experience our unique Fold Street activation across East London.”
Credits: Iris (Experiential & Station Takeover), Starcom (Media Planning) Coolr (Social Media), Global, Global Street Art, JCDecaux, City Outdoor, Ubiquitous (Media Partners) and Cineco (Folded Bus fabrication)
