Top Highlights
- Samsung’s Unpacked event featured a unique pop-up called the Fold Inn in Soho, blending tech reveals with British pub aesthetics to promote its latest foldables and wearable devices.
- The activation included themed sections such as a “folded” wall bar with non-alcoholic beers representing the new phones’ personalities, and a pool table matching the Galaxy Z Flip 8’s aspect ratio, highlighting innovative, playful marketing.
- Decorated with artwork and memorabilia like a Euro ’96 signed England shirt, the event cleverly integrated historic and modern elements, showcasing Samsung’s devices amidst traditional pub decor.
- The Fold Inn operated only for two days, emphasizing a limited-time engagement strategy, and complemented by large-scale advertisements, reinforcing Samsung’s prominent presence in London.
A Unique Tech-Style Pub Experience
Samsung’s pop-up event in Soho, London, offered a whimsical blend of tech showcase and pub vibe. The event, called the Fold Inn, celebrated the launch of three new foldable phones, two smartwatches, and teased upcoming smart glasses. Instead of a typical product launch, Samsung created an immersive environment that looked like a traditional British pub but featured modern technology. Walls were decorated with drawings of phones, including a dog on a flip phone from 2006, giving a nostalgic touch. Samsung also displayed its new Galaxy Z Flip 8, placed alongside a pool table with a matching aspect ratio, making the experience feel playful. The venue was lively, packed with people eager to explore Samsung’s latest innovations while enjoying the pub atmosphere.
Despite the playful setting, the event emphasized connectivity between old and new, showing how Samsung’s devices fit into everyday life. It also underscored the company’s creative approach to announcing new products. However, the focus wasn’t just on tech; the event aimed to entertain and invite visitors to explore the brand’s evolution. The event’s layout and design made it easier for attendees to see the latest features, all while enjoying a familiar pub scene. Even with some quirks, like having limited seats and no air conditioning, the event kept visitors engaged with its unique mix of tradition and innovation.
Non-Alcoholic Beers: A Disappointing Tasting
One of the most talked-about features was the selection of non-alcoholic beers. Samsung set up a “folded” bar with three themed non-alcoholic beers—City Pour, Soho Sippa, and Shoreditch Pint—meant to reflect the new phones’ personalities. Each was offered in half pints, just like real pub drinks. However, tasting these beers turned out to be less than memorable. According to experiences, they tasted pretty terrible. Of course, taste is subjective—some visitors might enjoy them more. Sadly, Samsung declined to share which breweries brewed these non-alcoholic beers, leaving fans to wonder if they should try them again or avoid them entirely.
Interestingly, the pub also offered Grolsch with a modest 3.4 percent alcohol by volume, catering to traditional drinkers who prefer alcohol. This showed a balanced approach, mixing alcohol-free options with well-known beer brands. Despite the “beer” attempts falling flat for some, the effort to tie the drinks to the phone branding added a fun, creative element. It also highlighted the challenge of creating convincing, enjoyable non-alcoholic beverages that match the fun of real pub drinks. Overall, the beverage experience was a mixed bag but reinforced Samsung’s playful, innovative event style.
Eco and Nostalgic Elements Plus Limited Time Access
Beyond the tech and tastings, the event showcased several thoughtful design details. The pub’s walls featured line drawings and artwork evoking classic British pubs, with modern touches like phones from 20 years ago—including the iconic Galaxy Z Flip 8—helping bridge past and present. A signed England football shirt hung on the wall, adding to the pub’s approachable vibe. Visitors could even check out a signed Euro ’96 team shirt, fueling a sense of nostalgia while connecting to the event’s theme of history and innovation.
The event only lasted two days, from July 24 to July 25, operating from 11 in the morning until 8 in the evening. This limited window created a sense of exclusivity, encouraging fans and curious visitors to explore while they could. Samsung also promoted the event on buses and digital signs around Covent Garden, ensuring the message reached a wide audience. Despite some drawbacks, like the lack of space and air conditioning, the Fold Inn successfully combined the familiarity of a pub with cutting-edge tech. It proved that Samsung’s inventive pop-ups can create memorable experiences, even if some elements—like the beers—leave something to be desired.
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