Samsung has transformed a traditional London pub into an immersive technology showcase, opening ‘The Fold Inn’ in the heart of Soho to celebrate the launch of its latest generation of foldable smartphones. The innovative pop-up venue brings together the familiar comfort of a British public house with cutting-edge mobile technology, creating a unique space for consumers to experience the brand’s newest devices.
The unique pop-up venue, located at 15 Bateman Street, reimagines the classic British public house through the lens of modern mobile design. The temporary establishment opened its doors to the public on Friday 24th July and will welcome visitors until the evening of Saturday 25th July 2026. This brief window offers Londoners a rare opportunity to engage with the new technology in a highly interactive and social setting, moving away from the traditional retail store environment.
A Folded Bar and Bespoke Pints
At the centre of the experience is a striking ‘folded bar’ design, serving as the focal point for visitors exploring the new devices. The venue has been carefully curated to reflect the different personalities of Samsung’s new smartphone lineup, offering hands-on access to the technology in a relaxed, social environment. The architectural choices within the pub deliberately mirror the folding mechanisms of the phones, creating a cohesive aesthetic that blends the physical space with the digital products on display.
To complement the experience, The Fold Inn is serving a menu of three bespoke, complimentary pints, each inspired by a specific device in the new Galaxy Z series and a distinct area of London. The Soho Sipper draws inspiration from the Galaxy Z Fold8, offering a taste designed to match the versatility of the device. Meanwhile, The City Pour is designed to reflect the productivity-focused Galaxy Z Fold8 Ultra, aimed at professionals who balance demanding workloads. For those drawn to the Galaxy Z Flip8, The Shoreditch Pint is served in a space featuring a folding pool table, aimed at style-setters and trend-conscious users who value design and self-expression.
Following Galaxy Unpacked
The opening of The Fold Inn directly follows Samsung’s major Galaxy Unpacked event, which was hosted in London earlier in the week. The global launch event saw the unveiling of three new devices in the Galaxy Z series, marking the seventh generation of the company’s foldable technology. By choosing London as the host city for both the global unveiling and this subsequent consumer activation, Samsung has highlighted the capital’s importance as a key market for premium mobile technology.
Benjamin Braun, Chief Marketing Officer at Samsung Europe, noted that the company aimed to reimagine one of London’s most iconic institutions to celebrate the new lineup. He stated that the venue was designed to allow people to experience the latest foldable innovations in an unexpected setting that celebrates creativity, culture, and the best of London. This approach reflects a growing trend among technology companies to create experiential marketing events that offer more than just product demonstrations.
Visiting The Fold Inn
For Londoners and technology enthusiasts looking to experience the venue, The Fold Inn is open from 11:00 am to 8:00 pm on both Friday 24th and Saturday 25th July. The pop-up adds to a busy summer of brand activations in the area, following recent announcements such as the ’47 pop-up return to Soho, further cementing the district’s reputation as a hub for innovative retail and marketing experiences.
Visitors can expect a blend of traditional pub hospitality and cutting-edge mobile technology, providing a unique opportunity to test the new devices before they become widely available. The hands-on nature of the event allows potential customers to explore the multitasking capabilities of the Fold series and the compact design of the Flip series in a real-world scenario. Further details about the devices and the event can be found via the official Samsung Newsroom.
