On July 9, Samsung Electronics hosted Galaxy Unpacked 2025 in Brooklyn — a borough known for its culture, creativity and spirit of collaboration. Under the theme of “Unfold Ultra,” the event reimagined what’s possible in the era of mobile AI. The all-new Galaxy Z Fold7, Galaxy Z Flip7, Galaxy Z Flip7 FE and Galaxy Watch8 series showcased seamless integration of Galaxy AI, redefined form factors and transformative performance.

H&B was engaged to transform Samsung’s flagship store in Singapore into a Brooklyn-inspired launch space, replete with product displays and touchpoints that correspond with the unique selling propositions of Galaxy Z Fold7 and Galaxy Z Flip7.

H&B also supported in experience curations, from Brooklyn-inspired food with localised flavours, to fitting out the space with on-brand elements. All told, the event received more than 200 guests on the launch night itself, including Mediacorp superstars such as Zoey Tay, Desmond Tan, Fang Rong, and Chantalle Ng