NEWBORN Sign

The NEWBORN monument was unveiled February 17, 2008, the day Kosovo declared its independence.  It is a typographic sculpture of the word “newborn.”  The monument is made of 9 tons of metal and stands 3 meters (~9 ft 10 in) high, 24 meters long (~78 ft 9 in), and 1 meter (~3 ft 3 in) deep.

The team that created the sign is part of the well-known advertising company, Ogilvy & Mather Worldwide Network.  When team leader Fisnik Ismaili was asked,”Why ‘newborn’?  Why yellow?” he responded:

“NEWBORN, intentionally in English, was the single word that could describe that special day: A birth of a new country, and the connotations of this word imply only positive things (birth, innocence, sincerity, love…). We were aware that all the foreign media will be present on the day, so we wanted to give them an image that could be understood and mark that day. Words ‘New’ and ‘Born’ are easily understood by people whose English is not perfect, too. The idea was to present Kosovo as a new, contemporary, trendy country, ready to be embraced by the world. The yellow colour, was intentionally used in combination with blue banners and supporting slogans, to represent both new Kosovor flag’s colours as well as EU colours. The supporting slogans were: ‘NEW life is BORN’, ‘NEW hope is BORN’, ‘NEW future is BORN’ and ‘NEW country is BORN’, all presented in blue and yellow colours. In addition, yellow is a colour that represents the sunrise – birth of a new day, new hope… end of darkness.”

And don’t mistake the graffiti for a sign of disrespect.  As soon as the monument was unveiled, it was signed by Prime Minister Hashim Thaci and Kosovar President Fatmir Sejdiu in permanent marker.   Many Kosovars followed suit, expressing themselves in ink on the monument.

Walking Directions:  From the U.S. Embassy Bravo Gate, take a left to walk up the hill to the Dragodan Steps.  Descend the steps and cross over the main road (Zagrebi).  Bear right as the road splits onto Fehmi Agani.  At the large intersection (with bakery Ma Belle in front of you), turn right onto Luan Haradinaj.  Continue walking approximately 480 meters; the NEWBORN sign will be on your right.

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