The company put on a laser show over London landmarks to promote the low-light photo capabilities of its Galaxy S9 and S9+ models

Samsung put on a light show in London in honor of its new smartphone releases, the Galaxy S9 and the S9+. Called “The Night Reimagined,” the installation illuminated the night sky with colorful lasers, projecting across the Thames river from Potters Fields Park onto London's Leadenhall Building. Samsung partnered with advertising agency AMV BBDO to build the show, which included 16 laser lights and a 10-meter diagonal array that created rainbow beams of light next to much photographed landmarks like Tower Bridge and the Tower of London.

By encouraging nighttime photography of the lights, the installation served to highlight the new Galaxy phones' special feature: a low-light camera aperture that allows for high-quality photos even in the dark. Overall, this type of experience constitutes a marketing move to raise brand awareness by encouraging consumer interaction.

Samsung AMV BBDO


Images: John Nguyen/PA Wire via Samsung

Samsung put on a light show in London in honor of its new smartphone releases, the Galaxy S9 and the S9+. Called “The Night Reimagined,” the installation illuminated the night sky with colorful lasers, projecting across the Thames river from Potters Fields Park onto London's Leadenhall Building. Samsung partnered with advertising agency AMV BBDO to build the show, which included 16 laser lights and a 10-meter diagonal array that created rainbow beams of light next to much photographed landmarks like Tower Bridge and the Tower of London.