Christmas is coming, in case you hadn’t noticed. To alert us to this, over the last few weeks Christmas lights have been switched on all over London, filling the streets with gaudy displays. Except on Regent Street that is, which this year, thanks to a collaboration between Nokia and Wieden + Kennedy ad agency, has taken a surprisingly elegant approach.
Nokia has sponsored the Regent Street lights as part of a campaign to advertise the imminent arrival of its flagship London store, which arrives at 240 Regent Street in January. They are designed by United Visual Artists, no strangers to CR, who have worked with the P2 Group to create the 14 space-age-looking “light clusters” that make a pleasant break from the Disney-themed displays that normally grace London’s busiest shopping streets at Christmas time.
It’s not just about them looking pretty, either – the lights are interactive, designed to react to the movement of people walking beneath them via motion cameras, and changing formation depending upon the amount of pedestrians in the street. In addition, they will respond to environmental factors such as wind speed, weather and sunlight levels. And if this weren’t enough, Nokia and Wieden + Kennedy have also considered the environmental impact of the displays, using low energy LED cores and making them 100% recyclable.
The lights can be viewed on Regent Street until January 6.