Samsung has launched a major out-of-home campaign called “Welcome to Foldables”, using some of the world’s most iconic landmarks to showcase its history in foldable devices. The campaign rolls out the week Apple is expected to unveil its first foldable iPhone, due on September 9, 2026.
Samsung was among the very first companies to embrace foldables, releasing its first model in 2019. Since then the company has expanded the lineup across eight generations, with devices such as the Galaxy Z Flip, the Galaxy Z TriFold and its first wide foldable, the Galaxy Z Fold 8. The campaign highlights the engineering refinement Samsung says it has achieved and the market leadership that has followed.
Foldables campaign: global landmarks
The global out-of-home effort appears across six locations: Times Square in New York; Piccadilly Circus and Outernet in London; Shibuya Station in Tokyo; and COEX K-POP Live and KT Square in Seoul. These sites are being used to tell the story of Samsung’s foldable innovation to a broad, international audience.
Context and timing
The timing of the campaign is notable: it launches shortly before Apple’s expected foldable iPhone reveal on September 9, 2026. Samsung is positioning the campaign to remind consumers—including those who might be swayed by Apple’s first attempt—that its foldables have a long pedigree and have proven to be reliable, everyday devices.
The outdoor displays underscore Samsung’s confidence in eight generations of foldable products and the company’s continued emphasis on engineering refinement and market leadership.
