Earlier today, Samsung announced the Galaxy Z Fold6 And Galaxy Z Flip6 available to purchase worldwidefollowing their official launch on July 10. To celebrate the start of sales, the company has resorted to a rather unorthodox campaign in the UK, where it 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 that also includes a folded bench, lamppost and iconic red telephone box. Also as part of the campaign, Old Street tube station has been temporarily renamed Fold Street.
The folded bus is a single-decker and measures 6 by 6.2 meters. It is folded at a 90-degree angle, with its rear end “almost six meters above the ground,” Samsung proudly proclaims.
The bus was created by artist Caspar Philips and features “a large number of recycled materials” from real London buses. It is built to the exact scale of a real single-decker bus and took two months to design and build.
Samsung Galaxy Z Flip6
The folding bench, lamppost and telephone box were designed by designer Jem Hughes on Old Street. The domed telephone box is complete with a public telephone and directory, with the lamppost folding to a height of “almost ten feet”.
These art installations will remain on Old Street until 27 July, while Old Street Underground station will remain named Fold Street until 28 July.
Samsung Galaxy Z Fold6
Annika Bizon, Marketing Director, Omnichannel 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 series of unexpected events, including renaming 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, and we’re so excited for consumers to experience our unique Fold Street event in East London.