In an eye-catching example of advertising through architecture, Korean smartphone maker Samsung Electronics has covered a 25-storey Moscow office tower in a 3,200 square metre LED screen, creating the illusion that it is a gargantuan phone.
The phone in question in Samsung’s flagship Galaxy S7, and it appears to be 80m high and 40m wide.
It will catch a lot of eyes: the building is located on the main road connecting central Moscow and Sheremetyevo International Airport, a road 800,000 people travel every day.
Samsung says the giant phone can be seen from more than 2km away.
To increase its visibility, the LED display shows moving images extolling the abilities of the phone: to see what that looks like on a screen this size, click here.
Photograph: Samsung says the giant phone can be seen from more than 2km away (Samsung)