Sir Mary creates world of experience for foldable smartphones
With "The Fold-Up Store" at Jelmoli Zurich, Sir Mary brings Samsung's foldable smartphones to life. The result is a cross-media campaign that highlights the difference of the latest generation of Galaxy Z Series smartphones.
In Samsung's temporary Fold-Up Store at Jelmoli Zurich, other folded objects such as a wall clock, a bumper car and a toboggan are on display alongside the latest generation of Galaxy Z Series smartphones. They are intended to playfully draw attention to the USP of the Galaxy Z Fold3 and Galaxy Z Flip3, their foldability.
The concept as well as the cross-media campaign for the pop-up store came from the Zurich agency Sir Mary. From naming and logo to key visuals, digital and analog advertising materials and creator collaborations, a visual was created to highlight the different nature of this product range. The Fold-Up Store, which was implemented in collaboration with Studio Lakrits, serves as a physical touchpoint where the entire range of foldable smartphones with matching accessories and wearables can be experienced and tried out.
"In the Fold-Up Store, visitors will experience the Galaxy Z Series as well as everyday objects that have never been seen in this form before. We are excited to create awareness around the unique 'foldable' world of Samsung and introduce Switzerland to this innovation," explains Dario Casari, Country Manager of Samsung Switzerland.
As the store, which has been open for exploration at Jelmoli since mid-November, has met with a very positive response, the world of experience at Jelmoli Zurich will remain in place until the end of March.
