London's renowned Tube map, designed by Harry Beck in 1933, received a temporary redesign as part of a partnership between Transport for London (TfL) and Samsung.
The collaboration aims to promote the “Circle to Search” with Google feature on the new Samsung Galaxy S24 smartphone.
"Circle to Search" is a tool that allows users to search for information about anything they see on their screens without leaving the app they in-use.
The limited-edition map, displayed on platforms at five Circle line stations, reimagines the classic design as a circle to emphasize the line.
While functional, it doesn't replace the current map but temporarily renames the Circle line as the "Circle to Search" line. The campaign also includes wrapped station entrances and bespoke roundels promoting the feature.
This two-week activation, running from January 31st to February 13th, is expected to reach over 11 million passengers and generate more than 152 million out-of-home advertising impacts.
"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," TfL Customer Director Emma Strain said in a press release.
Additionally, Samsung organized a running route above-ground on February 3 following the Circle line to further promote the campaign.
It's important to note that while some maps will be temporarily changed, traditional Beck maps remain available, and passenger assistance will continue as usual.
Despite ongoing map modifications for new stations and features, this marks the first time TfL has officially produced a map that veers away from the Beck design.