The Galaxy Z Flip 5 Retro (Image courtesy of Samsung Electronics)
SEOUL, Nov. 3 (Korea Bizwire) – Samsung Electronics’ “Benz Phone” (SGH-E700), a mobile device that gained global popularity two decades ago, has recently regained attention.
The Galaxy Z Flip 5 Retro, a limited-edition foldable smartphone that reimagines the Benz Phone, has become a trending topic.
The Benz Phone, featuring a built-in antenna for enhanced portability, was introduced in the latter half of 2003 with over 10 million units sold within just 14 months of its release.
During that time, Norway’s largest daily newspaper, Aftenposten, likened the phone to the renowned German automaker Mercedes-Benz in a feature article, hence the nickname “Benz Phone.”
Samsung Universe (Image courtesy of Yonhap)
Notably, Samsung has opened a pop-up space called “Samsung Universe,” themed around “parallel worlds where the past and present intersect.” The rooftop exterior of the Y173 building, a cultural complex in Seongsu-dong, Seongdong-gu, is adorned with a representation of the “Benz Phone,” which has attracted considerable attention.
According to the concept, a colossal Benz phone supposedly crash-landed on earth through the building’s outer wall after plummeting from space via a meteorite. In front of the building, meteorites are displayed, with the logos of Samsung Electronics, in use since 1969, radiating brightly. This “parallel world” created by the Benz phone’s crash landing merges the past and present, summoning logos from bygone eras.
Samsung Universe (Image courtesy of Yonhap)
Upon entering Y173, visitors are greeted by the sight of the Galaxy Z Flip 5 Retro, a limited-edition foldable smartphone that reinterprets the Benz phone, rising from a massive sinkhole. Around it, there’s an exhibition of media art and products reflecting Samsung’s heritage.
Among the various items in the pop-up, the Benz phone takes center stage. Samsung acquired used Benz phones in a flash sale before the exhibition, selecting 12 in good condition to be placed throughout the pop-up space.
Additionally, there’s a Galaxy Z Flip 5 Retro experience area inspired by the Benz phone. The Z Flip 5 Retro’s screen theme reinterprets the pixelated graphics of the 2000s, and the exclusive accessory ‘Flipsuit Card’ displays animations designed exclusively for the retro-inspired Flex Window. The packaging also evokes a sense of nostalgia, reminiscent of the packaging used during that era, providing a playful touch for users.
Samsung Universe (Image courtesy of Yonhap)
Products recreating the sensibility of the early to mid-2000s are also a highlight.
During the exhibition, Samsung featured a commercial for the Olympic Gold Phone, launched to commemorate the 2004 Athens Olympics, on the Bordeaux TV, a liquid crystal display (LCD) TV. This limited-edition product featured a gold-coated LCD screen inspired by the Benz phone.
To enhance the retro concept, a photo zone was set up, showcasing Samsung Electronics showroom signs from the 1980s and 1990s, with major product logos from both the past and present, such as AnyCall and ZFlip 5, created using light-emitting diodes (LEDs).
Samsung’s pop-up store will remain open until November 5.
Kevin Lee (kevinlee@koreabizwire.com)
