[Report] London's Red Double-Decker Buses and Piccadilly Circus Also Wrapped in 'Galaxy Unpacked'

Unpacked Ads Capture Attention Across London
Anticipation Builds for New Foldable Phones and Watches

Samsung Electronics' advertisement for 'Galaxy Unpacked 2026,' featuring a white background, covered not only the iconic red double-decker buses that symbolize the United Kingdom, but also the billboards in London's bustling Piccadilly Circus. Numerous digital advertising displays were also prominently visible on the route from Heathrow Airport into the city center.

Samsung Electronics' 'Galaxy Unpacked 2026' advertisement is being broadcast on the large digital billboard at Piccadilly Circus in London, UK. Photo by Kyungjo Noh

On the afternoon of July 20 (local time), while construction work continued behind the Shaftesbury Memorial Fountain, the large digital billboard at Piccadilly Circus was in constant motion. Here, the Galaxy Unpacked advertisement video captivated onlookers alongside an Adidas commercial featuring Spanish national football team player Lamine Yamal. Visitors stopped momentarily to take commemorative photos with the billboard as a backdrop.

Wrapping advertisements that included the slogan "A New Shape Unfolds," the Unpacked event date, and images signaling the arrival of a new form factor were placed on double-decker buses traveling throughout London. With a minimalist invitation, Samsung Electronics heightened anticipation for its new foldable smartphones, fueling excitement for Galaxy Unpacked.

An advertisement for 'Galaxy Unpacked 2026' is displayed on a double-decker bus in London, UK. Photo by Kyungjo Noh

This is the second time Samsung Electronics is hosting Unpacked in London, and the first time in 14 years. Previously, during the 2012 London Olympics, Samsung took advantage of the occasion to unveil the Galaxy S3. At the time, the Galaxy S3 gained popularity for its human-centric mobile experience and streamlined design.

This time, the company has brought its foldable phones to London. Since 2023, Samsung Electronics has established a tradition of hosting Unpacked events for foldable phones in "cities of culture." Following Seoul, Paris, and New York, London has now been selected as the next host city. The event venue, Old Billingsgate, also aligns with the slogan emphasizing a new form; the transformation of this former fish market into a cultural space is seen as fitting for showcasing a departure from conventional foldable phone aspect ratios and highlighting innovation.

'Galaxy Unpacked 2026' Invitation. Provided by Samsung Electronics

At Unpacked, Samsung Electronics is set to unveil three models from the Galaxy Z series and the new Galaxy Watch. The AI Glass, slated for release later this year, is also expected to make its debut. The most anticipated model is the Galaxy Z Fold8, featuring a 4:3 aspect ratio for a wider screen. Meanwhile, the top-tier "Ultra" model will be launched with the conventional 3:2 aspect ratio. Foldable phones will incorporate 'Flex Titanium' display technology, which reduces screen creasing and enhances durability.

Samsung is also strengthening its presence in the AI wearable market. The new Galaxy Watch provides personalized coaching and health management services, leveraging AI-based advanced analysis of sleep and exercise data. The AI Glass, co-developed with Google, allows users to enjoy cutting-edge AI experiences in everyday life without having to take out their smartphones. As Meta continues to dominate the smartglasses market, the industry is closely watching the competitive edge that the Samsung-Google alliance will introduce.

This content was produced with the assistance of AI translation services.