Samsung -
Flip the future.

Samsung Flip Park was a 17-day brand experience in Shoreditch that brought British skate culture to life designed in collaboration with Samsung and Skateboard GB. Built around the Galaxy Z Flip5, we had 6 weeks to design and build a skatepark turning an abandoned lot into a into a cultural platform, blending design, sport, and tech to position the device at the heart of the scene.

I oversaw and directed the development of the visual identity for Flip Park. The design strategy is inspired by the Korean concept of Tuhon “the guts to try.” The system was designed to bring to life the dynamic spirit of skateboarding, visualising perfection through repetition.

Team Creative Directors: Filipa Mauricio & Michael Boszko
Design Director: Jess Leonard
Design team: Filipe Alonso, & Joe Stone

Outdoor entrance to FlipPark skating rink with promotional banners and advertisements, including free entry info and images of skateboarders and skaters, set against urban buildings.
Young woman with long brown hair and a black jacket signing a colorful skateboard.
A row of seven colorful skateboards with various graphic designs and text, standing vertically on a white background.
Black wall with large white Alphabet blocks and a large raised paint roller icon at the top.
A city sidewalk with a colorful advertising banner displayed on a fence, promoting live music, skatepark, workshops, and food events, with a person skateboarding in the background and buildings visible in the distance.
Skateboarder in a green sweater and blue jeans performing a trick on a rail at an indoor skate park.
Black baseball cap with Korean characters and the phrase 'The guts to try' embroidered on the front, placed on a table with neon lights in the background.