SAMSUNG

Galaxy Unpacked Experience

BACKGROUND

A 3-week takeover in the centre of London showcasing the new Galaxy Z Flip4 and Fold4 devices.

60M 

YouTube Views

426M

 Global Media Impressions

51,000 

NYC Attendees

60,000 

London Attendees

+270% 

Searches for Galaxy Z Fold 4

+147%

Searches for Galaxy

CHALLENGE

Samsung, in collaboration with Cheil Worldwide, needed to move beyond the standard Unpacked format and create a global, consumer-facing launch experience for the Galaxy Z Flip4, Galaxy Fold4, and Galaxy wearables. The ask was to bring Samsung’s innovation, K-Pop culture, and product ecosystem to life across New York City and London through a three-week public experience that could drive product discovery, cultural relevance, and massive digital amplification.

STRATEGY

INVNT produced two live event experiences in NYC and London, creating immersive Galaxy Unpacked Experiences that invited consumers to explore new products before they were available on the market. The experience included a mega-screen takeover of Times Square and Piccadilly Circus featuring two never-before-seen digital films starring BTS, curated attendee giveaways, product exploration zones, K-Pop dance classes, influencer content capture stations, BTS movie nights, recreated BTS video sets, afterparties, and hands-on rooms focused on sustainability, nightography, cameras, wearables, Galaxy Buds2 Pro, and connected Samsung devices. INVNT managed the full on-site consumer journey across both markets.

IMPACT

The experiences drew 51,000+ locals and tourists in New York City, averaging 2,400 attendees per day, and 3,000 people per day in London. The campaign generated 60M YouTube views and 426M global media impressions. Product interest surged, with searches for Galaxy Z Fold4 increasing +270% and searches for Galaxy Z Flip4 rising +147%. Samsung social mentions also increased by +120%, proving the experience successfully transformed a product launch into a global culture moment.

Samsung – Galaxy Unpacked Experience