Nokia tunes into mobile music

To showcase its latest products, the mobile-phone giant divided London nightclub Ministry of Sound into a variety of styled event spaces


What was the party?

The launch of a range of Nokia products, including an online music store to rival Apple’s iTunes. Almost 900 guests, made up of international technology journalists and Nokia staff, attended the event at the legendary Ministry of Sound.

How was the party themed?

Guests were met by a pink carpet leading into the club, and freestyle break-dancers performing in the courtyard to tracks played via Nokia handsets. Inside, the main bar was lit in pink and featured a branded pink backdrop with the slogan Nokia: Go Play across it. Plasma screens displayed promotional videos and a colour-coded map of the club so guests could navigate their way around.
After a welcome speech from Nokia spokesman Kari Tuutti, partygoers were invited to roam throughout the venue’s spaces. Each had its own canapé menu, the main bar offering dishes such as meatballs with penne pasta in a white sauce and mini hot dogs washed down with Nokia blue cocktails. In Baby Box, the club’s smallest dance area, guests could listen to music played from handsets and get to grips with devices at the two interactive stations. Canapés in this particular space took on an Asian theme.
Upstairs in the lounge bar, mojitos and caipirinhas were served with canapés of potato salad, tuna skewers and crab and mango cones, while in the VIP room guests could play on a pinball machine operated by handsets and an N-Gage mobile game station. The focal point of the entertainment was The Box, where headline act Maroon 5 performed, as did top DJs Jazzy M, Giles Peterson and Andy Norman.

Who was behind the party?

The in-house team at Ministry of Sound produced and managed the event. The innovative canapés came courtesy of Canapeum, the event catering branch of The Production Kitchen, while Big Chief Productions provided the freestyle break-dance act.
What were the highlights? As well as the quality live entertainment, the break dancers from Big Chief Productions put on an exhilarating show as people arrived. Having different menus in each section of the venue also went down well, as guests could move around the club and sample the various offerings.

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