Martin illuminates Nokia concept stores

Martin moving heads, Jem haze machines and a Mach sound system has long been the recipe for a successful club or touring environment. Now innovative companies like mobile phone giant Nokia are discovering the potential of this combination as well.

The basic idea was to create a "total experience" of sound and vision. Martin Danmark was asked to come up with new ideas, something that had never been seen before yet something that wouldn’t turn off their "business" clientele. Whether students or business people the experience and effectiveness of the concept is meant to be the same. The main purpose is to create an atmosphere which makes all customers more willing to purchase something.

When the presentation starts, the lights are dimmed, sound effects fill the room, and the moving light effects move about the room. Products themselves are illuminated with color or pattern as are point of purchase displays. Display cases are illuminated with colors that complement the products and abstract patterns are rotated slowly across the cases. Nokia logos are projected across the store, both on the walls and floor. Even haze is incorporated in the form of a Jem TechnoHaze. Moreover Nokia flat screens, located around the store, are used to advertise specials and promotional campaigns.

After hours the store remains active. Censors register whether there is activity outside the store, and sensing movement a short presentation program is activated. The lighting comes to life, colors and effects present products and 3 LCD screens turn toward the potential customer. The Nokia store lighting concept has been used in Berlin as well and is to spread to other Nokia stores around Europe.