Thom Browne celebrates Samsung phone collaboration with office theatrics

By

Gabriella Lacombe

Published
Feb 13, 2020

American fashion designer Thom Browne took over Sotheby's in New York City for a theatrical celebration of his eponymous brand's collaboration with Samsung for an exclusive edition of the new Galaxy Z Flip. 

A nod to Browne's love of all things classic, the Galaxy model is a clam shell model that folds into a square, taking the phone one more step away from the almost culturally ubiquitous iPhone. Featuring an all-grey exterior and a signature Thom Browne tri-color stripe, the phone's entire interface is styled according to Browne's tastes, including a wake screen styled after Venetian blinds -- inspired by Browne's use of the blinds in stores and display windows -- and apps that have been designed to look hand-stitched. 

“Partnering with Samsung to create Galaxy Z Flip Thom Browne Edition was an incredible opportunity to reimagine how consumers express themselves through their smartphone,” said Browne.

Ads

“We designed Galaxy Z Flip Thom Browne Edition just like I do my collections—with proportion, individuality and aesthetic in mind—to create the perfect blend of art and technology.”

The phone comes as part of a full 'Samsung x Thom Browne Series', which also includes a smart watch with a clean, simple interface and wireless ear buds. The full set retails for just under $2,500, and will be available in a limited-edition 10,000 units. 

To kick off the collaboration launch, Brown invited guests to a black box theater-esque space inside Sotheby's on the Upper East Side, where 16 models sat stoney-faced at identical desks, in neat rows. Armed only with typewriters, the mix of men and women wore classic grey Thom Browne uniforms -- right down to their dress shoes -- and began to type as a single model began walking up and down the isles, turning on a dime and stopping along the way to pull out a Samsung from each seated model's desk. After taking a selfie, the marching model placed each phone back onto the desk. 

Shortly after, the sound of a phone ringing repeatedly pierced the air, cueing each model to pick up their phone and hear a voice say, "I'm not ready yet." After the ritual had worked its way through each seated model, the phone rang yet again, this time with the message, "I'm ready now," a response that caused each model to stand, pick up their sharp Thom Browne attached cases, and exit to the sound of classical music.  

The ceremony was followed by a cozy reception complete with champagne and light hors d'oeuvres.

The Samsung x Thom Browne collaboration hits the market on February 14.