Nokia and Deadmau5 take over London square for 4D branding event

Last night (28 November) telecommunications company Nokia teamed up again with electro-house Canadian DJ Deadmau5 to launch two new Nokia Lumia handsets at an experiential event near London Bridge.

In the shadow of the soon-to-be-finished Shard, Deadmaus played an hour DJ set to a ticket-only ‘This is Lumia’ audience with creative agency ML Studios providing the immersive ’4D’ projection audiovisual experience timed to the music.

“Playing Millbank Tower was an incredible experience, so it’s great to be back in London to team up with Nokia again,” says Deadmau5. “The new show was a totally different concept from last year, but equally inspiring and technically challenging.”

The event was timed to be exactly a year after Nokia created the “biggest light show the capital had ever seen”, Nokia says. The mobile communications company turned Westminster’s Millbank Tower on the banks of River Thames into a “living, breathing entity” to launch its Nokia Lumia 800 smartphone.

Last night ML Studio rigged Flat Iron Square in Southwark, using specially-developed software, to come alive in sequence to a Deadmau5 set. People arriving in the square saw a normal London street, and as the music started the technology allowed it to be ‘played’ like a musical instrument.

“It was serendipity really how we chose the square for last night’s experience,” the Director of ML Studio, Mark Logue tells CN. “We drove around London’s streets looking for the perfect setting for the ‘Don’t be afraid of the dark’ theme and Southwalk council’s current initiative is ‘lighting up the streets’. It worked perfectly.

“This year was going to be a very different experience to what was done at Millbank Tower which was on a grand scale; we wanted to make it a lot more urban to suit Deadmau5’s electronic music and really light up a neighbourhood. It was like being at a club night but the experience was heightened and more intense.”

The show was streamed live online and guests were encouraged to Tweet photos, comments and video using the hashtag #Switch.

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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