Samsung, amusingly, decided to take that literally.
In Sokot, Moscow, at the side of the road that leads to the Sheremetyevo International Airport, the around 800,000 people that pass there daily will be able to gawk at a gigantic Galaxy S7 edge.
Of course, it's just a signage, but it is definitely one of Samsung's most ambitious, if not obnoxious, marketing stunt to remind people that it has a smaller version of that same curved edge monstrosity.
Last year's Galaxy S6 edge caught Samsung off guard, leading to supply and inventory problems.
There is still some question on whether Samsung will follow through with a Galaxy S7 edge like last year's generation.
There is talk that the Galaxy Note 6 might combine both designs, though there is still some uncertainty about that.