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Periodically, a Samsung representative would come on to the stage and remind us to download the Unpacked 2018 app, which would be necessary to "experience the magic of augmented reality."I scoffed at the overused buzzword "magic."But I was glad the app was on my phone when Justin Denison, senior vice president of product strategy and marketing for Samsung's US unit, told us to open it and point my phone's camera at the badge. DJ Koh, the head of Samsung's mobile business, kicks off the presentation with an introduction.

"There you have it iphone case 4d folks, your first personal sneak preview of the Galaxy S9," Denison said amid a few oohs and aahs from the crowd, It's one way to throw a bone to the more impatient members of the audience, "That was a cute way to actually get closer to a phone," Milanesi said, The presentation wrapped up with those white-jacketed Samsung-paid reps marching up on stage and dancing to Aston Merrygold's "Get Stupid," before walking down toward the product showcase area, In some ways, the Galaxy S9 launch felt similar to the release of 2016's Galaxy S7 -- the last time Samsung held a big phone release in Barcelona..

The event featured a similar layout with a central stage surrounded by multiple rows of chairs. That year's twist involved virtual reality -- you put on a Gear VR headset to experience part of the presentation. But the biggest shock came when we lifted the headsets off, only to find Facebook CEO Mark Zuckerberg had strode onto the stage without our knowledge. A wall of Samsung employees kept us from going too far astray at the Samsung Galaxy S9 launch event. Last year's Unpacked events ran the gamut. There was an MWC show most memorable for the unexpected visit by Greenpeace protestors. (There were some forgettable tablets, too.)  Then came the more straightforward launch of the Galaxy S8, which took place in New York's Lincoln Center. The company was trying to rehabilitate its reputation and bring the buzz back to its name after the Galaxy Note 7, which had an unhealthy tendency to overheat and catch fire. There were fewer gimmicks during the presentation, in which the company played it safe and kept its focus on the phone's new edge-to-edge "Infinity Display." It did offer a stunning video display that flowed from the back of the stage toward the ceiling, creating a wraparound visual effect.

The entire stage, from the floor to the screen behind it, worked together as a massive iphone case 4d screen, But by August, the old Samsung was back with its dramatic flair at its Galaxy Note 8 launch in New York's Park Avenue Armory, The company paired two giant backdrop displays with special floor tiles embedded with tiny LEDs, allowing it to create a single, seamless image of Manhattan, with the Hudson River flowing onto the stage floor and right to the stadium risers, It was a unique illusion that had attendees as interested in the floor as in the new phone..

This year's presentation lacked that visual pizazz, but included more interactive elements like a booth set run by YouTube stars The Slow Mo Guys to highlight the phone's "Super Slow-Mo" capability, which captures video at 960 frames per second, compared with the iPhone's 240 frames per second. "The experience has to be something different than what you can get online," said Maribel Lopez, an analyst at Lopez Research. "Samsung delivered a few that made it worth being there."So while Sunday's event didn't have me walking on water, it did, for a brief moment, let me hold a digital Galaxy S9 in my hands. In some ways, it was more interesting than the real thing.