Background
Austrian consumers have a strong awareness for its Galaxy Fold and Flip series, but the opportunities for them to experience the devices firsthand remained limited. With several flagship launches planned in 2022, Samsung identified the need for a new touchpoint that would amplify brand awareness and provide hands-on experiences—bridging the gap between curiosity and conversion.
Creative Idea – “Unfold Your World”
Inspired by the innovative spirit of Samsung Foldables, “Unfold Your World” brought to life a dynamic and immersive pop-up experience at Westfield Shopping City Süd, Austria’s largest shopping centre. The concept transformed Samsung’s presence into a must-visit destination, where visitors could explore how Galaxy Foldables redefine the way people watch, work, play, capture, and connectsights & Strategy
Gen MZ audiences seek interactive, shareable, and premium experiences—spaces they can explore, engage with, and capture. Samsung’s strategy combined physical experience with brand storytelling, creating a flagship-style pop-up that delivered:
• Immersive product exploration
• Social engagement opportunities
• Aspirational design appeal
• Seamless integration into a high-traffic retail environment
Execution
Located at the heart of Westfield Shopping City Süd, the pop-up featured a symmetrical black frame contrasted with bold purple accents, reflecting the duality of Fold vs Flip.
Inside, visitors explored interactive zones to test devices, discover features, and capture shareable moments. The seamless layout and premium finishes mirrored the precision and elegance of Samsung Foldables, delivering a cohesive and memorable brand experience.
Results
The Galaxy Pop-Up successfully elevated Samsung’s flagship visibility and desirability, setting a new benchmark for experiential retail in Austria.
KPI Performance:
• Traffic target achieved with strong engagement over the activation period (Aug 10 – Sep 03)
• Average 474 visitors during peak hours (16:00–19:00)
• High footfall conversion driven by design appeal and product curiosity
The pop-up attracted a high proportion of Gen MZ visitors, generated strong social media engagement, and delivered measurable brand lift and sales potential through hands-on experiences and personalized product education.
Inspired by the innovative spirit of Samsung Foldables, “Unfold Your World” brought to life a dynamic and immersive pop-up experience at Westfield Shopping City Süd, Austria’s largest shopping centre. The concept transformed Samsung’s presence into a must-visit destination, where visitors could explore how Galaxy Foldables redefine the way people watch, work, play, capture, and connectsights & StrategyGen MZ audiences seek interactive, shareable, and premium experiences—spaces they can explore, engage with, and capture. Samsung’s strategy combined physical experience with brand storytelling, creating a flagship-style pop-up that delivered:• Immersive product exploration• Social engagement opportunities• Aspirational design appeal• Seamless integration into a high-traffic retail environmentExecutionLocated at the heart of Westfield Shopping City Süd, the pop-up featured a symmetrical black frame contrasted with bold purple accents, reflecting the duality of Fold vs Flip.Inside, visitors explored interactive zones to test devices, discover features, and capture shareable moments. The seamless layout and premium finishes mirrored the precision and elegance of Samsung Foldables, delivering a cohesive and memorable brand experience.
ResultsThe Galaxy Pop-Up successfully elevated Samsung’s flagship visibility and desirability, setting a new benchmark for experiential retail in Austria.KPI Performance:• Traffic target achieved with strong engagement over the activation period (Aug 10 – Sep 03)• Average 474 visitors during peak hours (16:00–19:00)• High footfall conversion driven by design appeal and product curiosityThe pop-up attracted a high proportion of Gen MZ visitors, generated strong social media engagement, and delivered measurable brand lift and sales potential through hands-on experiences and personalized product education.