Samsung unveiled the Galaxy S7 and Galaxy S7 Edge at its Unpacked event in Barcelona on 21 February – just ahead of the start of Mobile World Congress 2016.
The Korean company had a few surprises up its sleeve, one of which was setting up part of its presentation in virtual reality.
This saw thousands of Gear VR headsets being put to use, while the event was also streamed in 360-degree video on YouTube.
A surprise appearance from Mark Zuckerberg also had the whole venue abuzz.
Here are some behind-the-scenes photos from the event.
As with many keynote events, Samsung Unpacked attracted a large queue of people.
Sangria was offered upon entering.
When in Spain, drink as the Spaniards do. Naturally, they collected the drinks at the entrance to the venue – for reasons that will become clear.
Inside the main hall, rows upon rows of Samsung Gear VR headsets were placed on seats.
Do not unplug the headset. Do not sit on the headset. Please, please, please do not kick the Gear VR headset.
At specific times during the presentation we were asked to don the Gear VR headsets. Thousands of people all experienced a single virtual reality simulation at the same time.
Not only was this ambitious, it seemed to go off without a hitch.
What we didn’t know until the end was that under each seat there was a Gear VR for each of us to take home.
Mark Zuckerberg made a surprise appearance to talk about Facebook’s partnership with Samsung through Oculus.
This triggered a stampede from every photographer in the room. A lone usher’s cry of “Sit down!” was quickly drowned in the noise of snapping shutters.
He also talked about the technology Facebook was developing to push everyday use of virtual reality and 360-degree video.
After the keynote, media could get some hands-on time with the new toys.
From there we were taken back to our hotel to work, and rest up for the next busy day of MWC.
We partied until dawn (this is Barcelona, after all).
Jan Vermeulen is a guest of Samsung at Mobile World Congress 2016 in Barcelona.