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Swiss International Air Lines launches it's winter timetable, it unveils its Art of Attentiveness campaign

High up in the Swiss Alps, renowned light artist Gerry Hofstetter created a unique “sight”, making hundreds of pairs of eyes belonging to people from all over Europe gaze out across the imposing mountain scenery. The light installation marks the end of a Europe-wide art project for greater attentiveness to others, initiated by Gerry Hofstetter and Swiss International Air Lines (SWISS).

Indeed, according to research conducted by forsa for SWISS, 79 per cent of interviewees in various European countries said they feel that today’s society lacks a sense of community, with three out of four people would appreciate greater attentiveness from others.

Grand finale of attentiveness movement against the backdrop of home
As a result, in conjunction with Gerry Hofstetter, the company launched a series of light art installations last year, where central buildings in cities across Europe were illuminated. For the finale of this exercise, Hofstetter and SWISS returned to their mutual home country and, this month, illuminated outsize balloons on Mt. Diavolezza, close to the famous ski resort of St. Moritz.

While the eyes of SWISS crew members had been central to the illuminations previously, for the finale the focus was on the eyes of hundreds of people from all over Europe. Beforehand, they had involved themselves in the movement, uploading their “eye-selfies” to the airline’s website. The eyes symbolise eye contact between people, and are intended to encourage more consideration for others. With this installation at an altitude of 3,000 metres, hundreds of people thus lit what was probably the world’s brightest beacon for greater attentiveness.

A tour through the whole of Europe
Last winter, Hofstetter and SWISS presented various European monuments in a completely new light. These included the Royal Observatory in London, the Fairmont Hotel Vier Jahreszeiten in Hamburg, the Vienna State Opera House, the Sagrat Cor Church in Barcelona, the Cité Universitaire in Paris, and the Leonardo da Vinci Museum in Milan. “The objective of our movement for greater attentiveness was to remind people in Europe of this important virtue. Both the light installations and the huge level of participation on our website have shown that we have achieved impressive results,” is the pleased comment from Felix Rodel, Director of UK and Ireland at SWISS, speaking about the successfully concluded tour.

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