Samsung has launched a new kind of consumer event in Kuala Lumpur, transforming Raintree Plaza at The Exchange TRX into the “Unfold Club.” This isn’t just a simple product showcase; it’s a full-fledged lifestyle activation designed to let Malaysians experience the world of Samsung’s latest innovations firsthand. Running daily from 10 AM to 10 PM until September 28, 2025, the Unfold Club invites the public to a journey of discovery that blends fitness, fun, and the cutting-edge technology of the new Galaxy Z series.

The experience kicks off with a journey through an immersive Z-shaped tunnel, a physical representation of the folded devices that have become Samsung’s signature. Once inside, visitors are encouraged to “Unfold Your World” by getting hands-on with the Galaxy Z Fold7 and Z Flip7. The devices are highlighted for being “slimmer, lighter, and more powerful than ever”. The activation puts a strong emphasis on the power of Galaxy AI and Gemini Live, allowing guests to try out new features that transform how they live, work, and create. Visitors can test out tools like Generative Edit to enhance their photos or use Gemini Live to experience one-voice-command control across apps. This focus on a hands-on experience is a clever way for Samsung to demonstrate the practical, day-to-day benefits of its new AI capabilities.

The Unfold Club goes beyond just smartphones to showcase Samsung’s entire connected ecosystem. In the “Smart Living, Simplified” zone, attendees can explore how SmartThings AI can seamlessly connect a home and simplify daily life, all controlled directly from a Galaxy device. This experience highlights the company’s vision of a smart home that anticipates your needs, from saving energy to creating comfort.

The journey continues in the “Stylish. Fit. You.” zone, where the focus shifts to personal health and wellness. Here, the Galaxy Watch8 and Watch8 Classic are on display, positioned not just as stylish accessories but as smart companions that use advanced health AI to keep users on track. It’s an activation that emphasizes the importance of health as the new wealth and how technology can play a role in achieving personal wellness goals.

Finally, the “Capture the Fun” section highlights the Galaxy S25 Series, which is built for creators and memory-makers. Visitors can test the incredible camera system and its AI editing tools, experiencing firsthand how easy it is to turn a simple moment into a masterpiece. The Unfold Club also features a variety of fun activities and surprises, including a claw machine for prizes and a Phone Beads workshop for those with a creative streak.
All in all, the Unfold Club is a comprehensive showcase of Samsung’s latest innovations, demonstrating how AI and a connected ecosystem can simplify, personalize, and enrich a user’s life. It’s an interactive and engaging experience that allows the public to not just hear about the new tech, but to be a part of it.