14 DAY TRIAL // Samsung Electronics has started the second part of its marketing campaign 'World in Your Hand'. The first-phase consisted of installing hand sculptures at 21 airports across the world, beginning with France's Charles De Gaulle international airport in 2002.
Samsung began the second-phase of the initiative with the recent installation of its new hand sculpture at the center of Taipei, Taiwan; and plans to continue with installations at the gateways of international airports around the world, including Hong Kong, Cairo of Egypt, and Istanbul of Turkey.
The sculpture used in the second phase of the campaign reaches up to 50 feet in height. The mobile screen on the new sculptures will feature LEDs presenting a variety of information, such as time, temperature, video displays and messages. The sculpture is associated with Frederic Bruly Bouabre, an artist from the Ivory Coast, and his artwork "Generous Hand in Rainbow Colors." Samsung will also showcase a hand sculpture using the artwork of Jan Lawrence, an environmental designer who creates a unique style by merging Eastern and Western cultures and values.
In Samsung's vision, the coloration of the sculptures captures the differences between people, while the hand gripping the phone represents unity. "The second-phase hand sculpture represents our determination in bringing people together through communication," said Kitae Lee, president of Samsung's Telecommunication Network Business. "We will continue to introduce the hand sculptures in association with world-renowned artists to show our vision to create a mobile gateway that connects the user and the world through a mobile phone."