Spectacular Nokia promotion in Times Square
10 April 2012
USA - Nokia brought Times Square to a standstill last week as 30,000 people watched one of the biggest electronic take-overs of the iconic New York landmark for the launch of the Nokia Lumia 900.
Using the latest CGI technology the team behind the massive Hollywood blockbuster, i-Robot, created one of the world's largest LED displays. Nokia took control of nine of the square's famous electronic screens to ensure the crowd were immersed in light and music from every direction. The light show was introduced by international superstar Nicki Minaj, who sang a medley of tracks from her new album, Pink Friday: Roman Reloaded.
A team of visual artist worked for more than 5,000 hours, day and night for more than three weeks, to create the hundreds of effects that were used on the large screens. All of the electronic screens were controlled from a mobile server that was fed by eight miles of cable spread over four square blocks of the city.
Combining real dancers with 200ft high computer generated graphics, a building in the square was turned into a living, breathing entity. The building was made to appear as though it was filling with water and then 'melting' in front of the crowd.
The ground-breaking visual event, to launch the Nokia Lumia 900 in North America, was choreographed to an exclusive Nokia Lumia remix of Nicki Minaj's hit Starships, performed live by DJ and producer Doorly.
She performed on a stage that had been erected in the middle of the square in the early hours of Friday morning. A massive countdown clock displayed across the square drew the crowds who were anticipating a big event without knowing what exactly was going to happen.
The spectacle came five months after Nokia wowed the world by turning a 360ft (120m) building into the backdrop for an exclusive 4D show on the banks of the River Thames. Sixteen projectors were used to make it seem like huge butterflies were flying across the London skyline and that the tower was spinning around - the first time this had been done outside of Las Vegas.
Related Stories from LSi Online
6 December 2012
USA - The Lincoln Highway was the first automobile road across the United States, stretching from New York's Times Square to San Francisco. Marking the road's western end, high on a hill overlooking the Pacific and ... More >>
20 July 2012
USA - New York- based lighting designer James Bedell recently specified 100 Chroma-Q Color Force Compact fixtures for an installation illuminating the interior of a 10,000sq.ft temporary pop-up store in Times Square, ... More >>
24 April 2012
USA - Mission Media asked Bluman Associates to help them produce a complex AV presentation alongside Nicki Minaj's performance in Times Square to launch the Nokia Lumia 900 phone. This event saw the artist take to a ... More >>
25 November 2011
USA - A large complement of Clay Paky Sharpy moving heads welcomed the start of the pro football season at the NFL Kick Off 2011 Presented by EA Sports, the high-energy, pre-game concert which aired live on NBC ... More >>
22 February 2011
Sweden / USA - Wireless Solution Sweden AB has signed an agreement to now offer Wireless RDM for sales in the United States, making them the first company outside of the US to do so. W-DMX G4 is covered by US Patent ... More >>