Live taping of “Fashion Star” competition
featuring MOTOKRZR and MOTORIZR and announcement of MOTOKRZR representative
Zhou Xun.
SHANGHAI – 1 November 2006 – Capping months of anticipation with a ceremony
that kindled the senses, Motorola (NYSE:MOT), the global leader in mobile
style, today celebrated ground-breaking new family of slim mobile devices,
headed up by MOTOKRZR, Motorola’s very latest and most stylish iconic handset,
and including slim slider MOTORIZR. Themed “A Night of Reflection,” the evening
accented and celebrated Motorola’s craftsmanship, precision detailing, and
lustrous elegance.
“Motorola consistently strives to achieve superior mobile experiences through
great design, piecing together complex things to make them compact, striking
and functional yet simple,” said Michael Tatelman, corporate vice-president and
general manager, Mobile Devices Business, North Asia. “It was this challenge
that inspired MOTOKRZR, a mobile phone as classic and proportioned as anything
Motorola has ever produced. With its slim form-factor, and brilliantly
reflective with a high-gloss blue vacuum metal to create a mirror-effect, it is
a model of style.”
MOTOKRZR’s unique features were reflected in the cool yet engaging design of
the event’s venue, which included mirrors and tunnels, and ice bars, serving an
original Absolut MOTOKRZR cocktail developed for Motorola exclusively by
Absolut Vodka. After cocktails in a mirrored antechamber, two dancers in
reflective outfits moved through brightly-lit mirrored tunnels, opening the
doors for guests to enter into the main hall for the start of the evening’s
entertainment and activities,
China’s MOTOKRZR Representative
In addition to launching MOTOKRZR, the evening’s event also marked the
announcement of the popular actress, Zhou Xun, as MOTOKRZR brand ambassador for
Greater China. Zhou Xun will star in a new print and television creative
campaign that showcases the handset’s sleek and stylish features.
"I am very excited to be partnering with Motorola in promoting MOTOKRZR
for Greater China," Zhou Xun told attendees at the event. “Sharp and
sophisticated, with a luxurious finish and detailed craftsmanship, MOTOKRZR
truly is the definitive mobile phone for individuals who have an appreciation
for cutting-edge designs.”
In addition to promoting her role as MOTOKRZR’s image ambassador, Zhou Xun was
present to introduce an eBay (www.ebay.com.cn)
auction benefiting a school in LuGu Lake region. The online auction will
feature a range of exclusive Zhou Xun MOTOKRZR memorabilia, including the
striking outfit that she wore in the print advertisement, a Zhou Xun
autographed MOTOKRZR handset and a blue evening gown designed by Miu Miu
especially for Zhou Xun. .
Motorola Fashion Star
With its chic design and slim silhouette, MOTOKRZR makes a bold fashion
statement, which was reflected in the evening’s main performance – a fashion
show featuring professional models and contestants from “Fashion Star” an
upcoming TV show featuring the emerging stars of China’s fashion scene.
For this special occasion, an episode of "Fashion Star" was filmed on
location, with the seven contestants modelling alongside professional models in
a live demonstration and competition. Dressed in sleek grey and blue outfits,
the models demonstrated their talent on the catwalk in a three-part show –
featuring Colour, Material, and Finish – each of which reflected a core design
philosophy of the new MOTOKRZR.
Upon conclusion of these demonstrations, the celebrity judges including
supermodel QiQi, and Motorola’s Michael Tatelman selected three finalists from
the seven contestants before a second round of voting was held to determine who
would be the winner and the Motorola Fashion Star. For this final vote, the
decision was left in the hands of the show’s audience themselves, who selected
their favourite candidate via an SMS voting system. The Top 3 Models were then
invited back on stage and a crowning ceremony was held for the newly announced
Motorola Fashion Star and the two runners-up.
“With so much power and intelligence in such a compact, alluring package,
MOTOKRZR can afford understatement,” Tatelman concluded. “It is the ultimate
mobile phone for users who have plenty to say but no need to shout. Sleek,
confident and brilliantly finished; reflecting everything about you without
uttering a word.”
Launching MOTOKRZR
Showcasing a multi-dimensional metallic coating that gives the device’s finish
an entrancing depth, MOTOKRZR radiates a subtle elegance through a crafted combination
of magnesium, polished chrome and hardened glass. The solid glass on the front
– a technological first for a large volume mobile – results in a high-gloss
lustre balancing the soft velvet-like finish on the back of the device. The
handset’s glossy blue hue exudes intelligence and sophistication, perfectly in
sync with this season’s fashion for understated elegance.
As a special guest, Doug Walston, the lead designer in Motorola’s North Asia
Consumer Experience Design Centre, introduced guests to how MOTOKRZR’s unique
and stylish design came about. “To create MOTOKRZR, Motorola sourced new
materials, designed new parts and devised new ways of unifying them into one
sleek, distinctive device,” said Walston. “The design is enhanced through with
the multidimensional use of colour, material and finish to create an
unprecedented, luxurious mirror effect that complements its perfectly slim and
flat form-factor. MOTOKRZR makes a bold statement through its design and
silhouette, yet boasts premium multimedia features that will delight users and
prove that this devices beauty goes very deep indeed.”
Slim and Stylish Handsets
MOTOKRZR is at the head of a procession of new Motorola handsets that offer
both slim-line style and functionality and include MOTORIZR slider.
Merging an innovative slider design with an impressive feature set that is
accessible either opened or closed, MOTORIZR delivers intuitive functionality
in an entirely new iconic package. MOTORIZR optimises on-the-go imaging with
its expansive landscape display, 2.0 mega pixel camera and programmed
point-and-shoot keys. The built-in music player supports a variety of formats
and its video recording and playback capabilities complete this dynamic
package.
Source: Motorola press release
