Exploring Samsung’s Foldable-Themed Bar: A Disappointing Experience with Alcohol-Free Brews
Samsung often surprises attendees at its Unpacked events with quirky experiences, such as featuring Mark Zuckerberg in virtual reality or collaborating with a popular movie star. This year, however, the company paired its launch of three innovative foldable devices and two smartwatches with an intriguing concept: the Fold Inn, reminiscent of a classic British pub located in Soho, London. As someone who enjoys covering unusual brand activations, I attended the Fold Inn to explore the tech offerings. Despite being well-versed in Samsung’s latest devices from previous live coverage, I was still left in the dark about the beverage selections.
The Fold Inn showcased several engaging themed setups, chief among them being a “folded” bar with faux beer taps extending along the wall. Samsung provided three non-alcoholic beers, each creatively named to reflect the personalities of its new phones: City Pour, Soho Sippa, and Shoreditch Pint, available in half pints. Unfortunately, the taste did not impress me, although others may have different opinions. Unfortunately, Samsung did not disclose the breweries behind these non-alcoholic options. For those looking for a reliable choice, there was also non-Samsung-branded Grolsch available.
In a separate room, a pool table with a design that matched the aspect ratio of the newly unveiled Galaxy Z Flip 8 added to the immersive experience, with several devices placed around it. The walls featured whimsical line drawings that could easily fit into a traditional UK pub, transforming familiar scenes by incorporating phones into the illustrations. Among these images, a dog amusingly used a flip-phone. While these Samsung devices dated back to 2006, they felt like a part of a distant history, especially for those who remember them vividly.
Additionally, a signed England football jersey hung on one wall, drawing from the classic decor found in many pubs, although it would have better suited a celebration of a World Cup triumph. Curious about the signatures, I used my Z Fold 8 to identify the players. To my delight, the shirt belonged to the Euro ’96 squad, featuring recognizable autographs from strikers Alan Shearer and Teddy Sheringham, along with manager Terry Venables—individuals who marked my peak interest in soccer.
Mat Smith for Engadget
While the Fold Inn captured the essence of a British pub, including limited seating and an apparent lack of air conditioning, its dedication to three taps of non-alcoholic beer diverged from traditional expectations. This approach was sensible given the venue’s limited hours, open only for two days—July 24 and 25, from 11 AM to 8 PM. For anyone interested in more of Samsung’s presence in London, the company has ads on buses and large digital displays in Covent Garden, ensuring that their new foldables are hard to miss.
Mat Smith for Engadget
