[London (UK) = E-Daily Reporter Shin Yeong-bin ] A new teaser for the SamsungElectronics(005930)unfolded in the heart of London. A white “Galaxy Unpacked 2026” advertisement, filling the giant curved LED screen at Piccadilly Circus, captured the attention of tourists passing through the square.

At Piccadilly Circus on the 20th (local time), a video announcing the Galaxy Unpacked event scheduled for the 22nd was repeatedly broadcast on the giant digital billboard. Piccadilly Circus is a tourist attraction where major roads in London’s West End converge, and it is also well known for the “Piccadilly Lights” digital billboard that covers the exterior walls of the buildings.

Rather than directly showing the product itself, the ad featured a white background, the Galaxy AI logo, and the tagline “A New Shape Unfolds.” This design hints at the arrival of a new product with a screen aspect ratio different from existing foldable phones, while keeping its specific form a secret until the day of the Unpacked event.

Following Piccadilly Circus, Galaxy Unpacked advertisements also ran at The OuterNet near Tottenham Court Road. The OuterNet is a digital culture and entertainment space in London featuring walls and ceilings composed of large LED screens; SamsungElectronics utilized this immersive media environment to showcase Galaxy AI and images of the new form factor.

SamsungElectronics selected London as the venue for this year’s Unpacked event, describing it as “a city of innovation that has continuously progressed while setting trends.” This continues the trend of holding summer Unpacked events in cities where culture and design are rapidly evolving, following Seoul in 2023, Paris in 2024, and Brooklyn, New York, last year. The event will take place at 2:00 p.m. on the 22nd, which is 10:00 p.m. the same day in Korea.

At this Unpacked event, three foldable phones are expected to be unveiled: the Galaxy Z Fold8, the top-of-the-line Fold8 Ultra, and the Galaxy Z Flip8. The product segmentation strategy is drawing attention, with the wider Fold8 offering a user experience closer to that of a standard smartphone when folded, while the Ultra model focuses on high-end specifications such as the camera and battery.

New wearable devices, such as the Galaxy Watch 9 and Galaxy Watch Ultra 2, are also expected to be unveiled. These devices are anticipated to feature increased battery capacity to reduce the need for frequent charging, with a focus on continuously tracking health data—such as sleep and heart rate—over extended periods. AI-based health management features that detect unusual changes in vital signs or provide personalized guidance by analyzing exercise levels and cardiovascular health are also drawing attention.

Another point of interest is the extent to which SamsungElectronics will showcase the AI glasses currently under development with Gentle Monster and Warby Parker. Last May, SamsungElectronics and Google unveiled intelligent eyewear designed by the two brands. At this Unpacked event, they plan to reveal additional design details for the products set to launch this fall.

Special guests, including soccer players and movie actors, are also expected to attend the event. Actor Jacob Baddelan, who participated in SamsungElectronics’ collaborative campaign for the movie *Spider-Man: Brand New Day*, is also reported to be attending. Baddelan played the role of Ned Leeds, the protagonist’s friend, in the film and recently appeared in one of SamsungElectronics’ Galaxy campaign videos.

The advertisements filling Piccadilly Circus and the Outer Net have piqued curiosity about the “new form” without revealing the specific details of the new product. SamsungElectronics’ Unpacked event, which began in central London, will continue with the main event on the 22nd. SamsungElectronics, which has reorganized its foldable lineup into three models, is now being put to the test to see if it can meet diverse consumer demands.