Samsung folds a London bus to promote its new foldables

Earlier today, Samsung made the Galaxy Z Fold6 and Galaxy Z Flip6 available to buy across the world, following their official introduction on July 10. To celebrate the start of sales, the company has resorted to a pretty unorthodox campaign over in the UK, where it's folded an iconic red London bus to promote its new foldable smartphones.

The folded bus is part of a bigger Fold Town art project which also includes a folded bench, lamppost, and iconic red telephone box. Also as part of the campaign, the Old Street Underground station has temporarily been renamed to Fold Street.

The folded bus is a single-decker, and it measures 6 by 6.2 m. It's folded upwards at a 90-degree angle, with its rear end "nearly six meters off the ground", Samsung proudly proclaims.

The bus has been created by the artist Caspar Philips, and it includes "a host of recycled materials" from real London buses. It was constructed to the accurate scale of a real single-decker bus, and it took two months to design and build.

Samsung Galaxy Z Flip6

The folded bench, lamppost, and telephone box were created by designer Jem Hughes on Old Street. The domed telephone box is complete with a payphone and phone book, with the lamppost folding at "nearly three meters tall".

These art installations will remain on Old Street until July 27, while the Old Street Underground station will remain renamed to Fold Street until July 28.

Samsung Galaxy Z Fold6

Annika Bizon, Director of Marketing, 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 flip East London upside down with a series of unexpected activations, including the renaming of 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. We are so excited for consumers to experience our unique Fold Street activation across East London.

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