Posted by Michael Waltzer on November 30, 2011 05:30 PM
Skyscraper? Check. deadmau5? Check. Light Show? Check. Nokia Lumia 800 phone with Windows? Check and show time!
On Monday Nov. 28th, Nokia illuminated the Lumia brand by teaming up with deadmau5 (pronounced "dead mouse" for those wondering) for a free music and light show spectacular at London's Millbank Tower. The skyscraper's 800 windows were covered with vinyl as 16 projectors beamed 3D images onto it. Three dimensions not enough? deadmau5 created exclusive remixes for the performance which added another.
This isn't the first type of launch event of its kind, and by "its kind" we mean using large projectors for free shows at launch events— witness Jordan Brand's Carmelo Anthony M8 launch event in New York, where a holographic projection of Carmelo walked on water (the Hudson River, to be exact).
While projecting on a building is always an attention getter, the envelope has been pushed further still.
Back in April, Hyundai produced an outdoor event in Kuala Lumpur, Malaysia. It incorporated a real Hyundai Accent suspended on the side of a building as six HD projectors map a 3-D augmented-reality scene in which the Accent rides through a futuristic, computer-generated cityscape. (How can they suspend a car on a building like that? Watch the making of.)