BRUSSELS, BELGIUM — In an unexpected fusion of technology and tourism, Samsung has announced a landmark partnership with Brussels’ famed Grande Roue (Ferris wheel), positioning the newly launched Galaxy S25 series as the centerpiece of a campaign to reimagine sightseeing. The initiative, which includes both sponsorship and subsidies for the attraction, aims to elevate visitor experiences while showcasing the smartphone’s cutting-edge capabilities.
A New Spin on Sightseeing
Perched in the heart of Brussels—often dubbed the “Capital of Europe” due to its role as the EU’s headquarters—the 55-meter-tall Grande Roue offers panoramic views of landmarks like the Grand Place and the Atomium. Now, thanks to Samsung’s investment, tourists can access discounted rides while testing the Galaxy S25’s advanced camera and augmented reality (AR) tools. The collaboration also funds nighttime LED light installations on the wheel, synchronized with interactive S25 features.
“This isn’t just about branding; it’s about creating moments where technology meets wonder,” said Clara Dupont, Samsung’s European Marketing Director. “The S25’s AI-enhanced camera system allows visitors to capture Brussels like never before, whether they’re photographing Gothic architecture or creating AR-guided tours.”
Discover the Capital of Europe from the Ferris Wheel
As part of the campaign, Samsung has launched a digital hub where users can virtually explore Brussels through the lens of the S25. The platform highlights the phone’s low-light photography prowess, with stunning shots taken from the Grande Roue after sunset.
Why Brussels?
The partnership aligns with Brussels’ push to position itself as a tech-forward destination. “Samsung’s investment helps us modernize infrastructure while preserving history,” said city spokesperson Laurent Moreau. “Tourists leave with not just memories, but a tangible connection to innovation.”
For Samsung, the move underscores the S25’s focus on immersive creativity. Riders can use the phone’s VisionBooster display to identify landmarks in real time or employ its Space Zoom feature to magnify distant details like the Manneken Pis statue.
A Win-Win for Travel and Tech
The subsidy program has already sparked interest: ticket sales for the Grande Roue rose 30% in the first week, with visitors praising the bundled S25 demo experience. “I felt like a professional photographer,” said Lena Müller, a traveler from Berlin. “The phone’s guides taught me how to frame the perfect sunset shot.”
While the partnership is temporary (running through late 2025), Samsung hints at similar global ventures. “Wherever there’s beauty to capture, the S25 can help people see it differently,” Dupont teased.
For now, Brussels’ skyline—and Samsung’s latest gadget—are stealing the spotlight, one revolution of the wheel at a time.