Galaxy Z Flip 7.
SoHo.
The phone became the can.

A pop-up at 500 Broadway, an LED wall, and a Flip 7 in every guest's hand doing all the work.

Samsung's Galaxy Unpacked landed in Brooklyn on July 9, 2025 — the official unveiling of the Galaxy Z Flip 7, Z Fold 7 and Watch 8. The brand's Galaxy Experience Space opened the same day at 500 Broadway in SoHo and ran for the next month through August 9, with daily Galaxy Workshops, Galaxy AI demos, and brand activations around the new devices. We ran the LED graffiti wall in collaboration with Cheil Worldwide.

The mechanic put the device in the centre of the experience: guests picked up a custom 3D-printed spray can with the Galaxy Z Flip 7 docked into it. Every colour, every nozzle setting, every effect was chosen directly on the Flip 7 — then they tagged the LED wall in real time. The phone was the controller. Every input ran through the device being launched.

The setup ran in parallel with our installation at Forum des Halles in Paris across the same window — two cities, one wall behaviour, one launch story. Both rooms drew daily crowds and worked equally well for seasoned writers and walk-in first-timers — which is exactly how it should work.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms retail and brand spaces into shared canvases where guests paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Samsung, Nike, Jordan Brand, Louis Vuitton, Chanel, Hennessy and Google to bring authentic, participatory experiences to audiences everywhere.

The phone you came to see became the tool in your hand.