Samsung’s London Pop-Up Pub Draws Mixed Reviews Amid Foldable Launch
A temporary venue featuring foldable-themed decor and alcohol-free beverages opened for two days in July 2026, serving as a physical extension of Samsung’s recent Unpacked event.
Samsung has opened a temporary, foldable-themed pop-up pub in Soho, London, following the launch of its Galaxy Z Fold 8 series. The venue, named The Fold Inn, operated for two days on 24 and 25 July 2026, with opening hours from 11:00 to 20:00 each day. The activation was designed to mimic a traditional British pub, featuring themed decor such as a folded bar and a pool table that matched the aspect ratio of the newly released Galaxy Z Flip 8.
The establishment served Grolsh beer alongside three Samsung-branded non-alcoholic beers: City Pour, Soho Sippa, and Shoreditch Pint. An Engadget journalist who visited the venue reported that the non-alcoholic beers tasted "pretty terrible," although the source noted that individual experiences may vary. Samsung declined to disclose the specific brewer responsible for the alcohol-free beverages.
Decorative elements within the pub included line drawings of people using phones and a dog on a flip-phone, referencing devices from around 2006. A signed England football shirt from the Euro '96 squad, featuring autographs from Alan Shearer, Teddy Sheringham, and manager Terry Venables, was also displayed on the walls. The venue was described as having limited seating and no air-conditioning, adhering to certain traditional pub characteristics despite its modern technological focus.
The pop-up served as part of a broader marketing campaign for the Galaxy Z Fold 8, Galaxy Z Flip 8, two new smartwatches, and upcoming smart glasses. In addition to The Fold Inn, Samsung is running bus ads and digital signage in Covent Garden as part of its London marketing push. The company has a history of unconventional activations during its Unpacked events, including previous appearances by Mark Zuckerberg in virtual reality and K-Pop bands.
The event coincided with the launch of the Galaxy Z Fold 8 series, which was unveiled at Samsung’s recent Unpacked event. The temporary nature of the pub, combined with the specific operating hours, suggests a targeted effort to generate immediate engagement and media coverage for the new foldable devices. The activation underscores Samsung’s strategy of blending product launches with immersive, location-based experiences to capture public attention in major global cities.
