Since introducing commercial foldable smartphones in 2019, Samsung Electronics has seen the segment evolve from an experimental concept into an established competitive category. To reflect this broader adoption, the company has launched “Welcome to Foldables,” a large-scale digital out-of-home (OOH) campaign centered on the Galaxy Z8 series.
The initiative acknowledges the growing number of industry entrants while highlighting Samsung’s eight generations of product development.
A Global OOH Footprint
The campaign features digital displays positioned across major transit hubs and public squares in key metropolitan centers:
- New York: Times Square
- London: Piccadilly Circus and Outernet
- Tokyo: Shibuya Station
- Seoul: COEX K-POP LIVE and KT Square
These installations emphasize the international availability of the Galaxy Z8 lineup, which is currently distributed across 106 markets globally.
Evolution of the Form Factor
Foldables have transitioned toward everyday mainstream use through sequential iterations targeting core mechanical and software hurdles. Samsung’s recent engineering focus centers on structural refinement, hinge reliability, and software enhancements such as split-screen multitasking and Galaxy AI integration.
The campaign structures these developments around three specific product pillars:
- Ultra Thin: Minimizing profile thickness to align more closely with conventional bar-style devices.
- Lightweight Build: Reducing overall device mass to improve one-handed usability and pocketability.
- Durability: Enhancing hinge resistance and screen resilience against daily wear.
Market Expansion and Competition
Over the past several years, multiple original equipment manufacturers (OEMs) have entered the foldable market, diversifying consumer options across book-style and flip designs. Increased competition has driven faster hardware iterations and wider price segmentation across the sector.
For Samsung, the expansion of the foldable ecosystem validates the segment’s viability. By anchoring its latest campaign in high-visibility urban spaces, the company positions its multi-generational hardware experience against an increasingly crowded competitive landscape.