Samsung's annual showpiece event

‘Unpacked’ is the main event of Samsung’s product launch roadmap each year – a global event which attracts an online audience of millions. In 2019, the event was broadcast live from two locations – London as the European showpiece and San Francisco as the global stage. ​

Eager consumers, fans and members of the press tuned in live to experience the latest and best tech innovations from the worlds number one smartphone manufacturer as they unveiled their new Galaxy S10 range of phones and new wearables.​​

The livestream is just one part of the Unpacked experience. At Tobacco Docks in London, invite-only guests attended the European showpiece event in person to be the first members of the public to get their hands on the tech after its big reveal on stage just minutes before.

Nearly 1,000 guests including journalists, influencers and YouTubers from across Europe entered a 560 sq m experiential space to be immersed in an unforgettable hands-on experience of the Galaxy ecosystem.​

Blue Square assembled a team of 70 brand ambassadors and product experts who were hand picked from our 400-strong Samsung Mobile field force to be their guides during the experience.

In addition to interacting with hundreds of excited guests, our teams held 18 x 1.5hr media sessions, recorded interviews and content for the media, live streamed product demos on the fly and more, making sure all guests left Unpacked having experienced the Samsung Galaxy on a whole new level.






brand ambassadors


hour event


hours training the media

Nearly 1,000 guests including journalists, influencers and YouTubers from across Europe entered a 560 sq m experiential space in London​.

Injecting X Into EXperience

Blue Square Specialisms

Brand Ambassadors
Product Demonstration
Event Management

Latest Work