Well, it's art
U.K. based cellular provider Orange has been involved in a number of art projects, including art that advertises. I like this approach. If you are going to try to sell me something, give me something neat to look at.
This nice in-site sculpture was done by The GCGroup AG of Zurich. The press release says:
"The 'Orange Lightscape' consists of 475 glass rods stretching from floor to ceiling and equipped with energy-saving chains of LED lights. These generate the impression of a right angle hovering in space. Large-scale pictures from the world of Orange brands will be used in addition, supported by a moving news panel made up of light diodes."
Orange also produced an interactive exhibition, which you should take a look at. Entitled "watching them, watching you" Orange used thousands of wireless photo messages to create an animated display wall. There's a link below this photo to the exhibit site.

http://www.orange.co.uk/expressionist/exhibition.php (external link)
