Samsung Electronics is set to present a unique storytelling stage at this year's Unpacked event. Park Chun-hyu, the first Korean to win a Tony Award for Best Book of a Musical, is participating as a creative partner, weaving together artificial intelligence (AI) and foldable technology into a cohesive narrative.
On July 22, during the 'Galaxy Unpacked 2026' event held in London, Samsung announced that Park Chun-hyu collaborated on the overall narrative design and storytelling for the event.
Park is known for his work on the musical 'Maybe Happy Ending,' which won six awards, including Best Musical and Best Book, at the 78th Tony Awards, making him the first Korean to receive the Tony Award for Best Book.
This collaboration aims to move away from the traditional product announcement format that merely introduces features, instead conveying the open innovation philosophy and foldable technology of Galaxy in a way that audiences can easily understand.
Park designed the narrative to ensure that the entire presentation flows as a single emotional journey. Each product announcement is interconnected, focusing on translating technology-centered messages about AI and foldable devices into relatable everyday experiences for users.
The new foldable products emphasize how to enhance user experience rather than just showcasing design changes or performance improvements. Park also contributed to the narrative video and stage direction shown during the event, proposing a connection between AI, human relationships, emotions, and daily experiences. The presentation, video, and product unveilings were structured to create an immersive performance atmosphere.
A Samsung representative stated, "We incorporated the sensibilities of a performance writer who meticulously calculates audience reactions and stage dynamics to maximize the live event experience. This collaboration with an external creator will help convey Samsung's advanced technology messages in a more relatable and accessible language to a global audience."
* This article has been translated by AI.
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