● Covered by 1 source · 1 reportLow impact1 negative
Samsung's Fold Inn pop-up pub in London featured themed decor and non-alcoholic beers
Key points
- Samsung launched a pop-up pub, the Fold Inn, in London.
- The pub promoted new foldable phones, smartwatches, and smart glasses.
- It featured themed decor, including a 'folded' bar and a pool table.
- Non-alcoholic beers were served, themed to the new phones.
Samsung's Fold Inn Pop-Up
Samsung established a temporary pop-up pub, named the Fold Inn, in Soho, London. This activation coincided with the launch of three new foldable phones, two new smartwatches, and a preview of upcoming smart glasses. The event was designed to create a unique promotional experience for these new products.
Themed Decor and Features
The Fold Inn incorporated several themed elements. A 'folded' bar extended up a wall, and a pool table was designed to resemble the aspect ratio of the new Galaxy Z Flip 8. The walls were adorned with line drawings and artworks that subtly integrated Samsung phones into traditional pub scenes, including a dog depicted with a flip-phone.
Beverage Offerings
The pub offered three non-alcoholic beers: City Pour, Soho Sippa, and Shoreditch Pint, each intended to reflect the personality of Samsung's new phones. A visitor reported that these non-alcoholic options tasted poor. The brand of these beers was not disclosed by Samsung. Additionally, Grolsch (3.4% APV) was available.
Promotional Strategy
This pop-up pub represents Samsung's strategy to engage consumers through experiential marketing during its Unpacked launch events. The company frequently employs unconventional promotional tactics, such as celebrity appearances or themed installations, to generate interest around its product releases.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Samsung opened a foldable-themed pop-up pub called the Fold Inn in Soho, London, to promote its new foldable phones, smartwatches, and upcoming smart glasses. The pub featured themed decor and served non-alcoholic beers, which were described as tasting terrible by a visitor. This promotional event aimed to create a unique brand activation around Samsung's latest product launches.