Samsung is hosting an immersive brand experience at Westfield Sydney to showcase the latest innovations of its Galaxy AI and new Samsung Galaxy Z Fold6 and Galaxy Flip6 smart phones.

In partnership with CHEP Network, QMS and Scentre Group BrandSpace, Samsung has created a retail brand experience that incorporates a blend of out-of-home (OOH) and experiential activations, featuring five 3D Enabled Creative SuperScreens, 59 Smart Screens, 27 Digital Directories, and brand prominence across building structures. In a first-of-its-kind partnership with QMS, Samsung will also have 120 panels across Pitt Street and the broader Sydney Central Business District.

The Samsung retail brand experience at Westfield Sydney will be live throughout the new Galaxy Z Series' pre-order period, 11 July through to 25 July.

It includes interactive experiences such as the Impossible Selfie, starring 'Sweet Ben', a furry, pink, playground-dwelling creature. The Impossible Selfie is designed to highlight the Samsung Galaxy Z Series' latest cutting-edge tech, and its new capability, FlexCam with Auto Zoom.

"At Samsung, we strive to connect with our audiences via high-reach and high impact interactions. Like our market-leading commitment to AI, and the breath of opportunity our new Galaxy Z Series Australians are empowered with, we aim for the brand partnership with Westfield and its scale to echo this sentiment. We're excited to constantly push the boundaries of traditional marketing and look forward to driving hype and awareness of our latest Z Series range through the unmissable brand experience," said Head of Marketing - Mobile Experience at Samsung Electronics Australia, Jason Ridge.

Chris Bolling, from Scentre Group BrandSpace, said: "We're thrilled to partner with Samsung on a bold and dynamic campaign, which pushes the boundaries of OOH to command mass reach, while also plays with experiential to engage with Gen-MZ in a fun and unique way. We know Australian consumers are seeking engaging brand experiences, more than ever. Through this collaboration, we look forward to creating elevated in-store experiences for Westfield and Samsung customers."

Executive Creative Director at CHEP Network, Paul Meates, said: "With advanced tech like AI, collectively we often struggle to comprehend how it can positively affect their lives. Our aim was to challenge that notion - to ensure Samsung's AI is seen as incredibly approachable and to prove its benefit to us in our everyday lives."