Nokia teamed up with international superstar Nicki Minaj to bring a building in Times Square alive and create one of the biggest LED displays ever seen to celebrate the launch of the Windows Phone-based Nokia Lumia 900.
Tens of thousands of people watched as Nicki performed a medley of her hits before some of the world’s leading visual artists turned the prominent building into a living, breathing entity using cutting-edge CGI technology with 60ft waves appearing to cascade down the building.
In a similar fashion, last year, Nokia celebrated the launch of its Lumia 800 smartphone with a 4D show using the latest projection visuals, with music from music producer deadmau5.
Nine of Times Square’s famous electronic screens showed the reaction of the crowd. The visual event, to launch the Nokia Lumia 900 in North America, was choreographed to an exclusive Nokia Lumia remix of Nicki’s hit ‘Starships’, performed live by DJ and producer Doorly.
The entire show was filmed as part of the singer’s new music video for the ‘Starships’ remix.
Nicki said: “When Nokia came to me with the idea to make a building come alive and to perform in Times Square in front of my fans to celebrate the launch of the Nokia Lumia 900 there was only ever one answer.
“To see the idea on paper was amazing but to see it for real blew me away.”
The Nokia Lumia 900 will be available exclusively in North America from AT&T from April 8 for $99.99. With 4G LTE speeds and new design, the Nokia Lumia 900 lets customers access their email, music and social media.