Top global landmarks now tell the story of Samsung’s foldable innovation

Samsung has launched a major out-of-home campaign for its foldable devices, with some of the world’s most iconic landmarks being utilized to showcase its history of innovation in this segment.

The “Welcome to Foldables” campaign launches the week Apple is expected to unveil its first foldable iPhone.

Samsung was among the very first to embrace foldables, launching its first model back in 2019. Since then, it has expanded the lineup considerably, with devices like the Galaxy Z Flip, the Galaxy Z TriFold, and its first wide foldable, the Galaxy Z Fold 8.

This global campaign has been rolled out across six iconic landmarks. They include 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.

It highlights the confidence that Samsung has built over eight generations of foldable devices, with a high degree of engineering refinement and the market leadership that has followed.

The timing of this campaign is rather interesting. It launches just before Apple is due to unveil the foldable iPhone on September 9, 2026. Samsung wants people who may be swayed by Apple’s first attempt that its foldables have a long pedigree and have proven themselves to be reliable and dependable everyday devices.