Earlier today, Samsung made the Galaxy Z Fold6 and Galaxy Z Flip6 available to buy worldwide, after they were officially unveiled on July 10. To celebrate the start of sales, the company has resorted to a very unconventional campaign in the UK, where it has folded up an iconic red London bus to promote its new foldable smartphones.
The folded bus is part of a larger Fold Town art project which also includes folded benches, lampposts and the iconic red telephone box. As part of the campaign, Old Street Underground station has been temporarily renamed Fold Street.
The folded bus is a single-decker and measures 6 by 6.2 meters. It folds upward at a 90-degree angle, with the rear “approximately six meters above the ground,” Samsung proudly declares.
The bus was created by artist Caspar Phillips and consists of “a bunch of recycled materials” from real London buses. It was built to the exact scale of a real single-decker bus and took two months to design and build.
Samsung Galaxy Z Flip6
| 256GB 12GB RAM | €1,199.00 |
£1,049.00 |
| 512GB 12GB RAM | €1,171.02 |
£1,149.00 |
| Show all prices | ||
The folding bench, lamppost and telephone box were created by designer Jem Hughes on Old Street. The domed telephone box also houses a payphone and phone book, with the lamppost standing “almost three metres high”.
The art installations will remain on Old Street until July 27, while Old Street Underground station will remain named Fold Street until July 28.
Samsung Galaxy Z Fold6
| 256GB 12GB RAM | €1,999.00 |
£1,762.20 |
| 512GB 12GB RAM | €2,119.00 |
£1,852.20 |
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Annika Bizon, Omnichannel Marketing Director and Head of Samsung’s MX Division Ireland, said:
Welcome to Fold Town! To celebrate the arrival of the new Galaxy Z series we wanted to turn East London upside down with a number of unexpected activations, including renaming Old Street to Fold Street. Samsung has a legacy of innovation, from folding glasses in our Galaxy Z series to folding buses and iconic landmarks. We are very excited for consumers to experience our unique Fold Street activation in East London.
