LOS ANGELES, CA – Samsung is taking the launch of its new Galaxy foldable lineup off the screen and onto the streets of Los Angeles with a larger-than-life installation that brings the devices’ defining feature, the fold, into the physical world.

Located at Sunset Boulevard and Carol Drive in West Hollywood, the campaign transforms BIG Outdoor’s 124-foot streetscape into an immersive showcase for the Galaxy Z Flip8, Fold8 Ultra and Fold8.

At the center of the installation are three oversized digital displays designed to resemble Galaxy devices in different folded configurations. Each screen features full-motion creative highlighting the flexibility and capabilities of the new lineup, anchored by the message: “Nobody Else Can Fold Like Us.”

The digital displays are integrated into an extensive custom build featuring giant three-dimensional hands appearing to hold and fold the devices, along with illuminated Samsung branding, dimensional lettering and other custom embellishments spanning the streetscape.

“Samsung came to us looking for something out of the box, and this is exactly the kind of idea this canvas was built for,” said Ian Rappaport, chief revenue officer at BIG Outdoor. “Rather than simply displaying the new Galaxy lineup, we turned the products themselves into the media. The combination of full-motion digital, custom fabrication and illumination creates something you can’t replicate on a traditional screen, and something that’s impossible to miss on Sunset Boulevard.”

Running for four weeks throughout September, the campaign places Samsung’s foldable lineup prominently along one of Los Angeles’ most recognizable advertising corridors during a highly competitive period for the smartphone category.

The installation demonstrates the evolving potential of out-of-home media to move beyond traditional formats, combining physical environments, digital technology and custom fabrication to create brand experiences designed specifically for their surroundings.

Media Contact:
David Patrone
BIG Outdoor
David@bigoutdoor.com

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