Samsung opens foldable-themed pop-up pub in London, its alcohol-free beers 'tasted terrible'
Samsung launched a pop-up pub in London's Soho to promote its new foldable devices, featuring non-alcoholic beers that an Engadget reporter found to have poor taste.
Samsung has released three new foldable phones, two smartwatches, and teased smart glasses, but its pop-up pub 'Fold Inn' in London's Soho district gained attention for its thematic design.
The pub featured a 'folded' bar on the wall with non-working beer taps. Samsung offered three non-alcoholic beers – 'City Pour', 'Soho Sippa', and 'Shoreditch Pint' – served in half-pints. Engadget journalist Mat Smith described them as tasting 'pretty terrible', but the company declined to reveal the brewer. Regular Grolsch (3.4% ABV) was also available.
In the back room, a pool table climbed the wall, matching the aspect ratio of the new Galaxy Z Flip 8. Walls were decorated with drawings showing people holding phones, including a dog with a flip phone. A signed England football shirt from the Euro '96 squad hung on the wall, with signatures identified using Gemini.
The Fold Inn operated only two days, July 24–25, from 11 AM to 8 PM. It had limited seating and no air conditioning. Samsung also ran advertisements on buses and a large digital sign in Covent Garden.
