The London Tube map presents a huge amount of information in a colourful infographic, read by thousands of Londoners and visitors every day.
Now, the iconic Harry Beck Tube Map has been reimagined for the first time in over 90 years, as part of a new partnership between Transport for London (TfL) and Samsung, to promote the Circle to Search with Google feature on the newly launched Samsung Galaxy S24.
The world-famous Tube Map, which was designed by Harry Beck in 1933, has been reimagined into a circle to more clearly emphasise the Circle line.
This brand new temporary redesign champions the new Circle to Search with Google feature – a new tool on the Galaxy S24 device where users can instantly search for anything they see on their phones, without switching apps.
Looking for a recipe for something delicious you saw on Instagram? Or maybe you're curious about the shirt someone's wearing in a photo. Well, now you can find out simply by drawing a simple gesture with the S Pen or finger.
As part of the two-week collaborative takeover, the limited-edition map, which has been designed to work as a functional map of the Tube network, will be on display on Circle line platforms at five stations: King’s Cross, Blackfriars, Westminster, Liverpool Street, Paddington. While not replacing the current Tube map, it shows all 11 London Underground lines, and also temporarily shows the Circle line as the ‘Circle to Search’ line.
Annika Bizon, Director of Marketing, Omnichannel & Head of Ireland – MX Division said: "We’re thrilled to partner with Transport for London to bring our new technology to life for people across the capital with this exciting redesign of the iconic TfL Tube map.
"The launch of the Galaxy S24 Series with the new Circle to Search with Google feature marks a new era of mobile experience for Samsung, and we’re proud to commemorate the devices going on sale today with this activation."
Emma Strain, Customer Director at Transport for London (TfL) said: "We’re delighted to partner with Samsung on this exciting reimagining of our iconic map for the first time in 90 years. Partnerships like this help us and brands engage with hundreds of thousands of people who pass through our stations every day."
The Kings Cross advertising takeover will be the largest of its kind. The two glass entrances at Victoria Underground station will also be creatively wrapped with the limited-edition map, as well as feature bespoke roundels highlighting the Circle to Search line to further promote the partnership.
