This past June, the Galaxy Roadshow, a yearly activity launched by Samsung Adriatic took a bold new direction - transforming the signature tech showcase into a traveling world of illusions. With the heart of Zagreb as its backdrop and in collaboration with the Museum of Illusions, an experience that blurred the lines between cutting-edge technology and mind-bending perception was created. The result? A captivating celebration of innovation, creativity, and imagination that left a powerful impression on thousands of visitors.

A Roadshow Reimagined

This wasn’t just the usual Galaxy Roadshow. For 2025, the Roadshow pavilion became an immersive Pop-up Museum of Illusions - complete with interactive installations like the Infinity Well, Swap Corridor, and the ever-popular Head in the Ice Cream Cup. These attractions played with visual perception and physical space, perfectly aligning with our theme: technology that challenges what’s possible.

Alongside the already well-known hits like the Galaxy S25 and Galaxy A series, and following the successful Unpacked event in New York, this unique environment also featured the latest Galaxy lineup. Through the Galaxy Roadshow, Samsung Adriatic delivered the first impressions and hands-on experience of the newly launched Galaxy Z Fold7, Galaxy Z Flip7, and Galaxy Watch8 – giving visitors a chance to explore these next-generation devices up close. Each is equipped with advanced Galaxy AI features that elevate user interaction to an entirely new level. Whether it was the incredible thinness and lightness of the Galaxy Z Fold7, combined with its stunning cameras, or the Galaxy Z Flip7 pocket powerhouse with its amazing flexibility and AI-powered capabilities, the experience brought cutting-edge innovation directly into users’ hands.

Galaxy AI Meets Everyday Wonder

Visitors experienced first-hand how Galaxy AI supports real-time communication, creativity, and information access. With the power of Google’s Gemini assistant, users could translate conversations instantly, identify objects with Circle to Search, and generate intelligent summaries on the fly - all happening directly on the device with no compromise on privacy.

For many, this was their first hands-on encounter with the Galaxy Fold7 expanded display, the Flip7 fun and flexible design, or the Watch8 intuitive wellness features - all of which were enhanced by the seamless integration of artificial intelligence. The reactions were unanimous: surprise, delight, and inspiration.

 “The trailer setup was super cool, but the Flip7 really grabbed my attention. It’s just... different, in a good way. Reminded me of my first flip phone.” -Ana, 29

“It totally fits the whole illusion theme — looks small and cute, then opens up like, whoa. I really liked the color red.” -Lucija, 19

“Fold7 and all those illusions went so well together. Didn’t think I’d be into a phone that big, but now I kinda get it. Perfect for watching movies.” -Luka, 22

“I was surprised by how light it felt for a phone that size. It’s basically a tablet in your pocket, and the screen is amazing.”- Marijan, 36

“The Watch8 looks really sleek, and it actually has more features than I expected. I tried the health tracking stuff and it seemed pretty accurate.”- Andro, 33

"I had a blast playing the hidden object game with Gemini, it could instantly guess how many were in the picture! I guessed too, but of course, Gemini won. Still, it was so much fun and surprisingly addictive."– Antun, 31

"The sound illusion activation was interesting, I heard it, my friend didn’t, and Gemini explained exactly why."– Sven, 25

Festival of Illusions: The Perfect Stage

The Zagreb stop coincided with the launch of the first-ever Festival of Illusions, a multi-day celebration honoring the 10th anniversary of the Museum of Illusions - an innovative Croatian concept that has grown into a global phenomenon with over 60 locations in 25 countries.

The synergy between Samsung and the Museum created something entirely new: a public space where families, tech enthusiasts, and curious passersby could experience the magic of both science and imagination.

A Shared Mission: Inspire and Empower

The collaboration underscored what Samsung already knows - technology is not just about features; it's about experiences. By partnering with a cultural institution known for wonder and play, Samsung Adriatic showed how innovation can be both educational and entertaining, the best proof being over 9400 successful product demos and over 15000 visitors.

For those who couldn’t attend the previous events in Osijek, Crikvenica, Bjelovar and Zagreb, the Roadshow continued its journey to Poreč and Umag, bringing the same sense of wonder and the new Z series to new audiences along the Croatian coast.

Why It Mattered

This year's Roadshow isn’t just about showcasing devices - it is about making technology feel magical. It reminded everyone, from families to tech enthusiasts, that the future isn’t just coming. It’s already in their hands, their pockets, and now, on their wrists.