Nokia Lumia London 2011
d3 takes projection mapping to the next level with Nokia Lumia and Deadmau5 Millbank Tower display in London.
In 2011 Nokia launched their first ever Windows smart phone, the Nokia Lumia 800. A
ground-breaking launch was conceived to put Nokia one step ahead of the game in terms of
technology, brand experience and innovation.
Drive Productions worked in partnership with Mission to create an event which would be so
astounding that it would go viral within minutes, draw thousands of spectators to London and
encourage people worldwide to sign up to Nokia’s Facebook page to view it live.
Using the latest architectural projection mapping technology, Drive’s motion graphics
team built an accurate 3D model of the structure. This event required bespoke graphics to
be projected directly onto the building, creating fantastic illusions that included the tower
appearing to turn into thousands of multi-coloured pixels, through to objects that seemed to
shatter the sides of the building before flying out towards the audience.
The one-off event saw the iconic building, a key part of London’s world famous skyline,
transformed into a series of startling images. At different stages the building appeared to
wobble, collapse, and shatter, turning into everything from a series of giant blinking eyes to
hundreds of Tetris like pieces.
d3 was used for the pre-visualisation, planning and execution of the entire project; an essential toolkit for the entire team.