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Nokia Debuts Guggenheim Exclusive "Art Edition" Phone as First in Design Series
February 23, 1998
Nokia, the world's most innovative mobile phone manufacturer, today unveiled the Nokia 252 Art Edition -- a Guggenheim Exclusive, a phone that takes color and design to new heights. The first-in-a-series phone combines influences of fashion, art and technology to create a product that evokes individual expression and emotion - a blend of design and technology so sophisticated and revolutionary it is available only in the Museum Store at one of the world's most prestigious cultural institutions - the Solomon R. Guggenheim Museum.
Nokia continues to lead the industry by incorporating "personality" to differentiate its products. The company started its color research more than eight years ago and introduced its first colored cellular phones in Europe and the United States in 1992. Since then, new applications and exotic patterns and textures have been an integral part of the Nokia product line.
Styled by the Nokia Design Studio using old- and new-world methodologies, the Nokia 252 Art Edition brings new meaning to "the art of conversation." Original sketches and computer-aided design combined with hand-painted features and multimedia techniques create the final product. Frank Nuovo, vice president, design, at Nokia said the phone uses a new high-technology process that embeds the artistic design into the actual product mould - therefore maintaining the rich and vibrant color over the entire cover of the product.
"The end result represents a significant breakthrough in design technology and opens the industry to a whole new degree of customization," said Nuovo. "The Nokia Design Series of phones offers yet another example of Nokia as an industry force in promoting the use of cellular phones beyond the work environment."
The visual design of the Nokia 252 Art Edition reflects the emotion of "Connecting People" around the world and the colorful expression represents a form of mobile communications art.
"The Guggenheim is pleased to be the exclusive retailer of Nokia's new Art Edition phone," said Thomas Krens, Director of the Solomon R. Guggenheim Foundation. "We look forward to a continued partnership with Nokia and support for its commitment to enriching lives through technology, art and design."
Today's announcement took place at the Guggenheim Museum SoHo. Nokia is a major sponsor of the current exhibition China: 5,000 Years, which is being presented through June 3 at both the Solomon R. Guggenheim Museum and the SoHo branch of the Guggenheim.
The prestigious association with the Guggenheim Museum is part of Nokia's on-going commitment to serve the global community by providing support for technology research, education and public broadcasting. The sponsorship is part of the multi-tiered branding campaign, Nokia's largest major U.S. consumer advertising investment ever -- which combines corporate associations, television stars and supermodels with strong visual images to reinforce the message of "inspired technology with a human touch." Also, brand recognition support continues through the company's title sponsorship of the Nokia Sugar Bowl and the recently announced Nokia FIS Freestyle World Cup ski event. Nokia kicked off 1998 with a TV commercial that aired during Super Bowl XXXII.
Headquartered in Finland, Nokia is a broad-scope telecommunications company supplying mobile phones, mobile and fixed telecommunications networks, data communications solutions, multimedia terminals and PC monitors. With sales in 130 countries, net sales totaled FIM 52.6 billion ($9.8 billion) in 1997. Nokia employs more than 36,000 people worldwide. Find us at www.nokia.com.
For more information, please contact:
Megan Matthews
Communications Manager, Nokia Americas
Phone: 1-972-257-9267
Bill Maguire
Crescent Communications
Phone: 1-404-287-2000, ext. 119
A high-resolution picture of this phone is available for download (346Kb JPEG file).
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