Folding Piccadilly

Samsung’s Galaxy Fold’s unique folding screen not only changed the face of the smartphone, but also the way we looked at mobile screens forever. For its UK launch, Cheil’s aim was to harness the power of Europe’s largest existing DOOH screen. By recreating the architecture hidden beneath the Piccadilly screen, Cheil set out to build something never seen before – a folding structure engineered to literally change the face of one of the world’s most iconic screens, and by doing so reveal the changing face of the smartphone.