Old Street becomes ‘Fold Street’ for the Launch of Samsung’s Galaxy Z Fold 6 and Galaxy Z Flip 6F Phones in Partnership with TFL

Old Street Tube station is being renamed 'Fold Street' for Samsung's latest project in partnership with TfL as artist unveils eye-catching installations created to celebrate the launch of Samsung’s new Galaxy Z Fold6 and Galaxy Z Flip6 now with Galaxy AI.

The ‘Fold Town’ art project in East London sees the station name signage, ticket gateways, escalators and platforms all taken over by the tech giant. The installation also includes a full size folded red bus, bench, lamppost and iconic red telephone box. 

 

The iconic single decker, which measures 6m by 6.2m is folded upwards at 90-degree angle with is rear end nearly six metres off the ground.

Created by artist Caspar Philips, the bus which includes a host of recycled materials from real London buses, such as LED lights, windscreen wipers, wing mirrors, chrome wheels and tyres, was constructed to the accurate scale of a real single decker bus taking a total of 2 months to design and build.

 

Additional public art installations include a folded bench, lamppost and telephone box, created by designer Jem Hughes, in Old Street which has been aptly renamed to Fold Street temporarily in partnership with TfL as they unveil their new foldable range.

 

Across the tube station, selected roundels, areas around benches in platforms and signs at the station entrances have been temporarily changed to say 'Fold Street'.

 

The iconic domed telephone box was complete with a payphone and phone book, with the lamppost folding at nearly three metres tall.

This public art project is specially commissioned by Samsung to celebrate the release of the Galaxy Z Fold6 and Galaxy Z Flip6, which come with a range of new features now with Galaxy AI. The latest Galaxy Z series is the slimmest, lightest and most durable foldable series yet, and with Galaxy AI, customers can experience a new era of communication.

Whether using the Galaxy Z Fold’s large screen, Galaxy Z Flip’s FlexWindow or making the most of FlexMode, the new Z series will provide more opportunities to maximise AI capabilities including Circle to Search with Google and Live Translation.

 

 

Annika Bizon, Director of Marketing, Omnichannel & Head of Ireland – MX Division 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.”

 

Transport for London customer director, Emma Strain added: “We are delighted to be collaborating with Samsung again to bring ‘Fold Street’ to London.

Partnerships like this help us and brands positively engage with the hundreds of thousands of people who pass through our stations in a fun and playful way, while still ensuring they can use our network safely.”

 

The pop-up was developed by creative agency Taylor Herring and St Marks Studios.

 

 

When: 24 - 28 July 2024

Where: Old Street Station, London EC1Y 1BE