Samsung’s holographic show lights up London’s skyline

Samsung Electronics illuminated the cityscape of London with a live hologram showcase, transforming urban spaces into vibrant canvases in anticipation of Galaxy Unpacked 2025 and bringing the world a sneak peek into the next era of mobile AI. With live holographic activation and voice elements, Samsung invites viewers from around the world to tune into Galaxy Unpacked on January 22.

The hologram projections showed a variety of images representing common memories users might capture and share through mobile devices, from marine life and exotic plants to sports highlights and a lantern-filled sky. These displays hint at the more intuitive mobile experience users around the globe can expect from Galaxy AI, while also giving a glimpse of the new features set to arrive with the next Galaxy S series lineup.

Annika Bizon, director of Mobile Experience, Samsung UK and Ireland said, “The display demonstrated the endless possibilities when art and technology combine. With the next evolution of Galaxy AI, we’re setting a new benchmark in how technology can transform everyday life–AI has already landed with a bang and there’s so much more to come.”

The activation projected a 65-by-50-feet holograms in celestial blue hues that morphed into a sea of stars.

The immersive experience debuted January 15, projecting the never-before-seen holographic installations and featuring large-format, scalable 65-foot by 50-foot visuals positioned 100 feet above the ground. In addition to the installation going live in London, on-site social posts have further amplified expectations worldwide.

Narrated as though someone is asking to see a selection of images, the event featured a majestic blue whale gliding through the night sky which dazzled alongside a showing of the northern lights, followed by a vibrant burst of blooming flowers.

Campaign’s take: In a bold blend of technology and art, Samsung Electronics transformed London’s cityscape into a mesmerising playground of light and sound with its live holographic showcase. The activation, a teaser for the highly anticipated Galaxy Unpacked 2025 event, offered a visual feast 100 feet above the city’s streets, projecting stunning 65-by-50-foot holograms in celestial blue hues that morphed into a sea of stars.

This two-minute spectacle hinted at the technological marvels to come, showcasing mobile AI’s potential to reimagine everyday experiences. From a majestic whale soaring through the skies to vibrant bursts of flowers and the northern lights, the activation cleverly previewed how Galaxy AI might enable users to capture and share extraordinary moments. The combination of immersive visuals and voice narration added depth to the experience, elevating it from mere promotion to a cultural moment.

As Annika Bizon, Samsung’s UK and Ireland mobile experience director, aptly put it, the display highlighted the transformative power of art and technology, offering a taste of the ‘new benchmark’ that Galaxy AI promises. With its holographic ingenuity igniting imaginations, the company has effectively set the stage—and the sky—for its next-gen devices. The world waits, captivated and curious, for January 22.