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Brief Published: 21 Nov 2012

Nokia Unveils Interactive Window Display, London


Finnish mobile phone manufacturer Nokia has created an interactive Christmas window display at London department store Selfridges to celebrate the launch of its latest Windows handset, the Lumia 820. The wintry forest scene can be illuminated by members of the public tweeting #switch to turn different lights in the display on or off.

Ensuring the product also remains central to the installation, the display is based around a series of Perspex trees, from which the new Lumia 820 handsets have been suspended on ribbons. A Twitter handle and hash tag have been written next to the display to encourage passers-by to participate.

"Social media plays such an integral role in our customers’ lives that we felt it was essential to include an interactive element to the window design," said Adam Johnson, head of consumer marketing for Nokia UK and Ireland.

The windows demonstrate how the imaginative use of technology within retail displays is becoming a more common way for brands to engage tech-savvy consumers with physical stores, whether in-store or via their facades.

Austrian crystal brand Swarovski took a similar turn with its ‘Let it Sparkle’ AR Christmas campaign last year, which projected shoppers’ personal Twitter messages onto an interactive installation at its Beverly Hills Rodeo store in California.

For more on this topic, see the retail report In-Store Interactive and our Retail Industry Trend Power of Play. For more on how architecture and communication technology are joining forces with commercial aplomb, see the Architecture & Spaces report, Media Facades Summit