Samsung has partnered with French luxury fashion house Berluti to create a special edition case for the Galaxy Z Flip6, which will be given to nearly 17,000 athletes competing in the Paris 2024 Olympic and Paralympic Games. This partnership marks the meeting of a mass-market electronics manufacturer and a bespoke luxury goods maker, a type of collaboration pioneered by Apple and Hermès in 2015.
The Galaxy Z Flip6 smartphone, priced at $1,099.99, comes in a yellow colorway with the Olympic rings and Paralympic Agitos logo in gold. The phone will be pre-loaded with exclusive services and useful apps, making it the most stylish Olympic Edition yet, according to Jamie Park, vice president and head of the Experience Marketing Group, Mobile eXperience at Samsung.
Berluti designed the uniforms for Team France to wear at the Opening Ceremonies of the Paris 2024 Olympic and Paralympic Games, and dressing the athletes’ phones was the logical next step, said Harold Israel, vice president of marketing and image for Berluti. The FlipSuit case is a fusion of artisanal and high-tech techniques, featuring a square of brown Venetian leather with a unique patina inspired by the Olympic rings.
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Samsung produced a slim plastic case that allows the leather to remain exposed so users can appreciate its texture. The case also includes an NFC tag to activate a matching wallpaper screen. Berluti tapped into the expertise of its production workshop in Ferrara, Italy, to create the cases, each of which is slightly different thanks to the craftsmanship of the artisans.
At the Samsung Pavilion in the Olympic Village, specialized artisans are on hand to personalize the cases with the athletes’ names or initials using Berluti’s tattoo technique. The process uses a needle and pigments to ink the leather, making each case truly unique.
The Galaxy Z Flip6 smartphone also plays a key role in another Olympic first: the victory selfie. While winning athletes are prohibited from bringing personal items, including their cell phones, to the medal ceremonies, this time the athletes are allowed to use a shared Flip6 to capture the moment. These celebrations will be shared during television broadcasts and the selfies will be uploaded to the International Olympic Committee’s official Athlete 365 app.
The partnership between Samsung and Berluti is remarkable, as it marks the meeting of two brands with different values and expertise. Samsung is a leader in mass-market electronics, while Berluti is a luxury fashion house known for its bespoke goods. However, both brands share a commitment to excellence and innovation, making this collaboration a natural fit.
The exposure gained during the Olympics further raises the profile of Berluti, which has a new Chief Executive Officer since January 1. Jean-Marc Mansvelt, the former CEO of jeweler Chaumet, succeeds Antoine Arnault, who transformed Berluti from an elite cobbler into a full-fledged menswear house during his 12-year tenure and still holds the role of chairman.
