For two weeks starting on May 19, Terminal 5 at London’s Heathrow Airport will be rebranded top to bottom, name and all, to promote Samsung’s new Galaxy S5 smartphone.
In addition to providing Galaxy S5 phones for travelers to try out while passing through the terminal, Samsung is rebranding everything brandable with its logo and images of its flagship mobile device, including, the company says in a press release, “the signage, wayfinding, website and every single digital screen at the UK’s newest terminal” (emphasis ours).
This is, Samsung notes, the first time Heathrow has allowed a brand to completely takeover Terminal 5, which is one of the least surprising things about the campaign.
Weary travelers might fear Samsung Galaxy S5 overload—especially if (can you imagine?) the terminal sees some kind of massive multiday layover situation—but if the intercom announcers start periodically squawking “DRRROOOOOIIIID” it will all have been worth it.
Sign up for Inside TIME. Be the first to see the new cover of TIME and get our most compelling stories delivered straight to your inbox.
