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Swiss International Air Lines starts Europe-wide campaign

Spectacular light installation at Royal Observatory in Greenwich

Spectacular light installations in European capitals

Renowned light artist Gerry Hofstetter is set to illuminate iconic monuments and buildings in cities across Europe this winter. The project, by Swiss International Airlines, aims to celebrate personal attentiveness. Each installation will feature the eyes of SWISS cabin crew to symbolise eye contact between people and encouraging us all to be more attentive to one another.

On 26 November, SWISS and Gerry Hofstetter will kicked off the project in London with a stunning and unique light projection onto the world famous Royal Observatory in Greenwich.  

Due to the pull and distraction of technology, our attention is focused on so many things that aren’t human related.  In order to remind us of the value of paying each other more attention, Swiss International Air Lines decided this winter to create spectacular art across Europe all themed around the ‘Art of Attentiveness’.  

Everyone can become a part of this movement and create their own symbol of greater attentiveness. All they need to do is photograph their eyes and upload the photo onto the website swiss.com/attentiveness. The eye selfies that are sent in from throughout Europe will then become part of the grand final installation for greater attentiveness in the spring of 2015.  

Felix Rodel, SWISS’ Director of UK and Ireland said: “As an airline we’ve got a strong bond with Great Britain. We actually have the British to thank for inventing winter sports in Switzerland 150 years ago. We also have a strong reputation across the world when it comes to attentiveness and care, so we wanted to see if others around Europe shared our commitment to making people feel special. Interestingly, it seems that while many share this desire, the digital age is making it harder and harder to achieve.  That’s why we are committed to preserving this vital way of interacting.”

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