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Nokia lights up London square to launch two Lumia handsets

Yesterday saw the launch of Nokia’s two new Lumia handsets with an audiovisual show in conjunction with music producer deadmau5. The launch used immersive visual technology to enable the square in Southwark to be ‘played’ like a musical instrument.

Nokia rigged Flat Iron Square in Southwark, using specially developed software, to come alive in sequence to a deadmau5 set. The square was decked out with lights, projectors and speakers to turn the whole thing into a miniature arena. People arriving in the square saw just a normal London street, and as the music started the technology allowed it to be ‘played’ like a musical instrument.

The scale and style of this super-secret event was for a select group of media and industry influencers with a competition on the Nokia UK Facebook page and live stream on the Nokia webpage.  The event comes a year after Nokia created a 4D projection covering Millbank Tower. Both events were supported by Mission PR.

Adam Johnson , Head of Consumer Marketing (UK & Ireland ) at Nokia said: “We wanted to do something as innovative as our products to celebrate the launch of the new Nokia Lumia range. The show took its inspiration from the vibrant colours of the range. The Nokia Lumia 920 has extraordinary low light capabilities and we wanted to create an event that would showcase this fantastic feature and still show that our products stand out from the current sea of faceless black handsets”.

The Nokia Lumia 920 is Nokia’s flagship Windows Phone 8 smartphone which includes the latest advances in Nokia’s PureView imaging innovation making it possible to capture clear, bright pictures and video indoors and at night, wireless charging and a touchscreen that works with gloves.

Great stunt to raise awareness of the new phone – downside: it was cold and Deadmau5 tweeted his thanks using an iPhone!

(Note from Rich: Watch the (half hour long) video here, or, do as I did and skip through to get the general idea!)

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Sharmee is a B2B and digital freelancer currently working as a Community Manager at TMW. Eight years of working with technology, digital and media clients including: MNCs - Intel, Microsoft, BT, Analog Devices, Lexar Media and Hitachi GST and SMEs – PEER 1 Hosting, Masternaut, St Minver gaming, Workingmums and Digitalis Media. Outside of work, a keen foodie with a blog who loves travelling whilst promoting PR at career events.

Follow @SharmeeMavadia