Samsung Flip Takeover

Flip Takeover

INTRODUCTION In late summer 2023, Samsung embarked on a unique marketing journey. The brand aimed to forge deeper community connections while celebrating the launch of their 5th generation of foldable devices, the Galaxy Z Flip 5 and Fold 5. These cutting-edge devices demanded immersive retail spaces like no other.

The goal was clear - to create a holistic journey within trendy US neighborhoods showcasing carefully curated experiences. Echoing the call to action of “Join the Flip Side,” Samsung named the project “Flip Takeover” and enlisted Innovative Marketing Solutions to bring it all to life. Tasked with the full program scope, Innovative swiftly initiated planning, location scouting, designing, engineering, and building. The resulting collaboration brought together diverse talents across many disciplines, from marketing and design to street art and the beauty industry.

By November 2023, the Flip Side Studios came to life with two distinct themes: Skate and K-Culture (Korean Culture). Innovative enlisted a small army of artists, craftspeople, musicians, and influencers to breathe life into these spaces. As visitors and social media engagements poured in, it was clear - the program was a massive success.

In the end, “Flip Takeover” far exceeded target engagement stats and was recognized with multiple industry awards, including the Gold Design Award for Brand Activation at Shop!

Marketplace 2024. Most importantly, Samsung created lasting memories and made a meaningful impact. This book aims to capture the excitement and joy that these activations brought to local communities.

FEATURED PHOTOGRAPHY Josh De Las Alas RISKROCK Studios Bobo Nuyent Greg Pallante Edgar Lara

VIDEOGRAPHY STILLS Matt Fajardo Richard Song Francis Gumayagay Jeremy DeHitta Syd Sisante Alan Tan Alan Yaung Nathan Rosario Jin Young Rodrigo Bucsit