Autumn 2011 saw Nokia’s most important device launch ever, the new Nokia Lumia, powered by Windows Phone OS. Our brief was to create visual disruptions that dominate retail space for the launch of Nokia Lumia. It would need visual consistency with the wider campaign, running in other media channels at the same time.

We hero’ed the beauty of the Nokia Lumia, by creating a visual identity inspired by the user interface of live tiles, to create a vortex.

The 'vortex' was the starting point for a world created from tiles, which opened in the window to reveal the device and then flowed into the store.The structure of coloured mirror tiles caught your eye through reflections from the phone, light and natural movement so you could see yourself in it as an analogue of how the phone works.

The display deals exceptionally well with a common problem: small product, very large window.

The POS campaign was rolled out across thousands of retail stores across UK, Ireland, Finland, Denmark, Hong Kong, Vietnam, Sweden in both Nokia and operator stores from November 2011, and has now extended to all parts of the world. It is a temporary fixture with a shelf life of around 3 months. The campaign has created huge interest and has put Nokia firmly back on the map. The campaign has increased spontaneous recall for Nokia and has positively challenged shopper’s perception of the brand, moving it away from being seen as simply dependable, towards being seen as new and innovative.