A foldable with your beer, sir? Why this tech brand is showing off its new smartphones at a pop-up pub

With London playing host to Samsung’s latest Unpacked event, the firm has embraced that most British of institutions to give foldable phone fans a first peek at the Galaxy Z Fold8, Z Fold8 Ultra and Z Flip8: the traditional London pub.

Hidden down a soho side street, the Fold Inn is a world away from the Glitzy Thames-side event space that hosted the global launch. I dropped by for a pint ahead of the pop-up opening to the public this weekend. Wander off the bustling Dean Street, and you’ll spot what is (temporarily) the third pub within 100 feet, snugly sat between the Dog and Duck and the Crown & Two Chairmen. Yes, we Brits do indeed like a drink.

It’s the real deal inside. The crowded bar is well stocked with pub snacks and your choice of Soho Sippa, City Pour or Shoreditch Pint (non-alcoholic) draught beers.

There’s a dart board in the corner, a pool table in the back room, horse brasses nailed to the bar, and the walls are filled with antique art. Except when you look closely, you’ll spot all the Georgian debutantes, hunting dogs and caricatures are all using Samsung’s foldable kit.

The only things missing were the smell of stale spilled lager and the underfoot crunch of dropped bar snacks.

Obviously, the foldables are the main event. Stations dotted throughout the pub show off the two Folds and Galaxy Z Flip 8 in their best light, with Samsung product reps on hand to talk you through the new features.

It’s one of the few ways to check out the new launches ahead of them going on sale in early August. With the Z Fold8 being an all-new shape, anyone considering picking one up on launch day will want to see how it fits in the hand.

If you’re in London, the Fold Inn pub will be open to the public today and tomorrow – Friday 24^th and Saturday 25^th July – from 11am to 8pm.

• Related: I’ve tried all three of Samsung’s new foldable phones – here’s the one I’d actually buy

Tom Morgan-Freelander Deputy Editor

About

A tech addict from about the age of three (seriously, he's got the VHS tapes to prove it), Tom's been writing about gadgets, games and everything in between for the past decade, with a slight diversion into the world of automotive in between. As Deputy Editor, Tom keeps the website ticking along, jam-packed with the hottest gadget news and reviews.  When he's not on the road attending launch events, you can usually find him scouring the web for the latest news, to feed Stuff readers' insatiable appetite for tech.

Areas of expertise

Smartphones/tablets/computing, cameras, home cinema, automotive, virtual reality, gaming