Stephanie Choi, Executive Vice President and Chief Marketing Officer of Mobile eXperience Business at Samsung Electronics, explains how the upcoming Unpacked embraces the ‘new normal’ and opens up the Galaxy experience to everyone, online and offline
For over a decade, Unpacked events have been the culmination of innovation, engineering development, and of course, a celebration with the Galaxy community from around the world; to unveil the latest innovations of our devices.
Since its birth in 2009, Unpacked has been more than just the launch of a new product. It is an event that unites Samsung fans and recognizes the efforts of thousands of employees who work on the development of new terminals. Samsung fans watch our Unpacked to learn about our innovations in the Galaxy range, which define the true spirit of Samsung and mark the evolution of the mobile phone industry.
As the world opens up to new experiences, we’re reinventing Unpacked; through an open philosophy that adapts to the creativity of our new folding. Our ambition is not only to innovate in technology, but also our marketing approach. To achieve this, we will ensure that the Galaxy experience is open to everyone.
I can’t wait to see how the Galaxy community responds to new foldable releases. See you next August 10!
A broader Galaxy experience
On the eve of the next Unpacked, today we launch the “greater than” campaign, revealing a larger world than before with the imminent launch of the new foldable devices. The universal “greater than” symbol (>) represents how the unique format of our foldable devices not only changes shape, but also how we interact with our devices.
Samsung brings new ways to work, play and photograph life through this new range, and once again defies expectations for smartphones.
The best of the hybrid era
This year’s strategy embraces a new era of Unpacked. Take the best of face-to-face and online events, making them even better.
We present new immersive and experiential event spaces that will allow consumers from all over the world to discover our products in a fun, creative, attractive and immersive environment.
The experience will occupy spaces in the heart of London’s Piccadilly Circus and New York’s Meatpacking District, two neighborhoods that bring together the energy and excitement of upcoming Samsung announcements. These events will bring together Galaxy fans, journalists, partners, and Samsung employees from around the world to learn about the latest Samsung products and innovations.
The best is yet to come”
In a nod to our iconic Bora Purple colour, which embraces diversity and optimism, we are painting the city purple. Samsung and BTS will be partnering for a one-off “Yet to Come” video premiere on August 10.
The full version of the video will premiere at 22:00 CET on some of the world’s biggest and most recognizable screens, including New York’s Times Square.
But that is not all. We have many things prepared for you, in addition to new and incredible products. So stay tuned, it’s going to be an event to remember.
You can see the Unpacked in Samsung Newsroom, Samsung.com and the channel YouTube de Samsung on August 10, 2022, at 15:00 CET. Plus, take part in the Unpacked experience in person from August 11-31.
– Nueva York: 60 10th Ave.
– Londres: 55 Regent St.