London’s County Hall and the lastminute.com London Eye were taken over by Samsung to celebrate the release of the new Samsung Galaxy S25 series.
The monumental display which featured dramatic 3D visuals, cinematic animations, and complex interactive sequences celebrated the power of invention, tracing the journey from the Stone Age to the age of AI.
The event which was broadcast live across Samsung’s social channels
utilised the latest projection mapping and hologauze technology – the first time the two technologies have been combined.
The display was commissioned by Samsung to celebrate the launch of the new Galaxy S25 series which marks an evolution in AI-enabled devices looking to change the way users interact with their phone – and with the world around them.
The show took audiences on a breathtaking visual spectacle through the key milestones of human evolution from early man through to the age of invention to the dawn of the Information Age and the transformative power of AI.
The performance ended by marking the new frontier of human innovation where technology, like Galaxy AI, evolves to help everyone interact with their devices more naturally and effortlessly.
Annika Bizon, Director of Mobile Experience, Samsung UK & Ireland commented:
“Our new Galaxy S25 series, with the next generation of Galaxy AI, marks a new chapter in how we interact with our phone. It is a true AI companion, intuitively adapting to your needs and enhancing how we experience the world around you.
“As such, our event represents more than just a showcase of cutting-edge technology—it’s a celebration of human progress. We wanted to create a truly immersive experience that connects emotionally and intellectually, highlighting how AI will play a pivotal role in the next chapter of our evolution.”
The Samsung Galaxy S25 series uses AI agents with multimodal capabilities enabling the device to interpret natural language, images and video helping to change the way we interact with our phones – such as being guided through the day with Now Brief or removing sound or movement from video with Audio Eraser.
The next generation of Galaxy AI sets the standard for AI-enabled devices and is the beginning of a shared vision with Google to bring AI to the heart of Android. With Gemini only a click away, the Galaxy S25 series allows seamless interaction between Samsung and Google apps.
Creative comms shop Taylor Herring devised the show with production from sister agency St Marks studios in collaboration with Pixel Artworks.
