Samsung has opened the Fold Inn, a foldable-phone-themed pop-up pub in Soho, London, to promote its new Galaxy Z Fold 8 and Z Flip 8 devices, smartwatches and forthcoming smart glasses. The Engadget writer found the activation visually inventive but criticised its three branded alcohol-free beers, describing them as unpleasant and noting that Samsung would not identify their brewer.

The venue features a bar and pool table designed to appear folded up walls, Galaxy phones incorporated into pub-style artwork, and a signed England Euro ’96 football shirt whose signatures were identified using Gemini on a Z Fold 8. It is open only on 24 and 25 July from 11am to 8pm, serves half-pints of City Pour, Soho Sippa and Shoreditch Pint, and also offers 3.4% ABV Grolsch.