Nokia and deadmau5 to illuminate London

David Swan
Tuesday, 15 November 2011 16:22

Your IT - Mobility

400-foot butterflies and a whole bunch of phones are set to dominate the London skyline in a marketing stunt that's nothing if not interesting.

To mark the launch of the Nokia's flagship Windows Phone Lumia 800 handset, the struggling Finnish manufacturer a is bringing together world renowned producer deadmau5 and the world's leading 4D projection artists for a one-off collaborative show.

The one-off event will see deadmau5 perform in front of London's Millbank Tower to a backdrop of 4D projections on the full length of the 120 metre building.

Using the latest state of the art visuals and echoing the head turning design of the first Nokia with Windows Phone, the show will use the 800 windows of the skyscraper as the canvas for the spectacle.

This is apparently the first time a projection of this scale has been matched with a live music performance, according to Nokia.

deadmau5 will be performing two new tracks created especially to accompany the projections, which will be played for the first time and broadcast online simultaneously here on November 28.

John Nichols, Head of Marketing for Nokia UK, said 'The launch of the Nokia Lumia 800 really signals a new dawn for the company, and we wanted to celebrate this with a truly innovative and spectacular event to match this stunning phone.

"The location will allow thousands of people to come and experience something truly amazing, and different to anything they have seen before.'

Music producer deadmau5 said 'Visuals have always been an important part of my shows, so the chance to work with Nokia and its projection team on a project of this scale and ambition is really exciting. It's also great to be able to play such an unusual venue and to a UK crowd.'

The Lumia is set to launch locally later this year, seemingly without massive projections or DJs, however.