Samsung is pushing the practice of renaming structures after corporations to a ridiculous degree. The company has gone beyond the usual target, sports venues (i.e. Barclays Center, Staples Center), and has instead invaded one of the busiest transportation hubs in the world.
If you’re flying through London soon, be informed that you may have to hurry through “Terminal Samsung Galaxy S5.” According to The Verge, starting on May 19, every area of Heathrow Airport’s Terminal 5 will be plastered with “Terminal Samsung Galaxy S5” signs.
“The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal — at the entrance and drop-off locations, in the lounges, at security, and at the gates. In addition, all 172 digital panels in the main terminal, gate rooms, and baggage reclaim areas will feature the rebrand “Terminal Samsung Galaxy S5” and images of the Galaxy S5 smartphone,” the company said.
Samsung had an advertising budget of $14 billion in 2013 so it’s not really surprising that it has the capability to turn one of the world’s most famous terminals into a giant billboard. However, all that money seems to have bought indifference rather than enthusiasm. “Samsung wants to call it Terminal Samsung Galaxy S5 and we are relaxed about that,” a Heathrow spokesperson said.
If this piece of news has you scratching your head, know that you are not alone. However, take comfort in the fact that this is only temporary. The re-branding will only last for two weeks. According to Russell Taylor, Samsung’s UK marketing VP, the initiative is a “one-off opportunity to push the boundaries like no other brand has been allowed to do before.”
If you’re curious about the object of all this idolatry, you can check out our review of the Galaxy S5 here.