Nokia: NOKIA LUMIA WINDOW DISPLAY

Credits & Description:

Category: Temporary Retail

Advertiser: NOKIA

Product/Service: NOKIA LUMIA

Agency: INFERNO

Founding Creative Partner: Drew Saunders (Inferno)

Retail Creative Director: Greg Saynor (Inferno)

Retail Creative Director: Ben Peate (Inferno)

Media placement: Temporary Display - Phones 4u, Oxford Street - 26th October 2011/ 3 Months

Media placement: Temporary Display - Phones 4u, Leeds - 27th October 2011/ 3 Months

Media placement: Temporary Display - Phones 4u, Birmingham - 27th October, 2011/ 3 Months

Media placement: Temporary Display - Phones 4u, Stratford Westfield, London - 17th October 2011/ 3 Months

Media placement: Temporary Display - Vodafone, Edinburgh - 16th Novemeber 2011/ 3 Months

Media placement: Temporary Display - Vodafone, Stratford, Westfield, London - 5th December 2011/ 3 Months

Media placement: Temporary Display - Vodafone, Newbury - 12th December 2011/ 3 Months

Media placement: Temporary Display - Vodafone, Oxford Street - 15th December 2011/ 3 Months

Media placement: Temporary Display - Nokia, Mong Kok, Kowloon - 20th December 2011/ 3 Months

Media placement: Temporary Display - Elgiganten Fields, Arne Jacobsens, Denmark - 17th January 2012/ 3 Months



Describe the brief from the client

Autumn 2011 saw Nokia’s most important device launch ever, the new Nokia Lumia, powered by Windows Phone OS.

Our brief for this piece was to create a ‘wow’ retail window that would stop people in their tracks and draw them into store.

It needed to support the new campaign proposition of ‘The Amazing Everyday’ that would be run on TV at the same time while also displaying live products.



Describe the challenges and key objectives

The main challenge was to turn heads, on the high street and in shopping malls, and stop people in their tracks. We couldn’t rely on people seeing the advertising so needed to intrigue them enough to step inside.

We needed to ensure visual consistency with the wider campaign that was interesting enough to be genuinely disruptive.

The solution needed to be scale to flagship, large and medium sized stores.



Describe how you arrived at the final design

We hero’ed the beauty of the Nokia Lumia, by creating a visual identity inspired by the user interface of live tiles, to create a vortex.

The 'vortex' was the starting point for a world created from tiles, which opened in the window to reveal the device and then flowed into the store.

The structure of coloured mirror tiles caught your eye through reflections from the phone, light and natural movement so you could see yourself in it as an analogue of how the phone works.

The display deals exceptionally well with a common problem: small product, very large window.



Give some indication of how successful the outcome was in the market

Thousands of vortex displays were installed in retail stores across UK, Ireland, Finland, Denmark, Hong Kong, Vietnam, Sweden in both Nokia and operator stores from November 2011, and has now extended to all parts of the world. It is a temporary installation with a shelf life of around 3 months.

It created huge interest; few passers-by managed not to double take. We observed people bumping into the glass as the shape drew them in, reflecting their faces on every facet. The vortex was sculpturally a piece in its own right, and one of those rare scamp dreams that became retail reality.