Since the very first Unpacked in March 2010 in Las Vegas, Samsung has held its (primarily smartphone) reveal event in cities like New York, London, Berlin, San Francisco and Barcelona.
But the 27th Unpacked event in July is coming home.
For the first time Samsung’s foldables Unpacked event will be held in Seoul, South Korea, the home of the tech giant. Unpacked 27 will take place at COEX in Samseong-dong, Gangnam, an intersection where Teheran-ro, a hub for domestic innovative startups, and Bongeunsa, a millennial Buddhist temple, converge.
This location offers the world an opportunity to experience a blend of past, present and future that defines Seoul.
“The foldable category embodies Samsung’s philosophy of delivering innovation that pushes boundaries to reshape the future of mobile experiences,” said TM Roh, President and Head of Mobile eXperience (MX) Business at Samsung Electronics.
“Hosting Unpacked in Seoul holds great significance both as it is a city that has become an emerging epicenter of innovation and culture as well as the foldable category.”
Samsung has led the way in foldables since the introduction of the first Galaxy Fold in 2019. Others challengers in the flip design category have arrived with compelling products but its Samsung that dominates the market.
No doubt we’ll see a bigger external screen on the Flip 5 and possible design changes to the Fold. We’ll find out in late July.