The World Wide Marketing Event of Nokia took place in a tent just outside the centre of Helsinki in September 2007. The event lasted two days and gathered 250 brand managers from Nokia headquarters worldwide.
The WWME was a practice test of the 'Nokia Spirit Guide': a set of guidelines about 3D brand positioning in relation to the idea of 'connecting people', which Sophie Krier and Laurens Kolks developped together in April 2007. This Spirit guide consisted of a series of gestures which were tested and materialized in space on small, medium and large scale. For example, the gesture 'gently responsive' was translated in a softly breathing room divider, but also in a handmade scent for the space.
An inviting, low-profile environment that would be responsive to its users in a gentle way was envisaged for the WWME. It was achieved through a number of interventions: a 'flow carpet' linked the two main areas of the seminar (the auditorium in the north and the open lunch area in the south); a two-sided birch tree curtain acting as a divided lended each space a specific atmosphere; grouped tables in the auditorium allowed for work in small teams; hanging tents in the lunch area provided privacy where needed; and the delicious lunch was prepared by Finnish cook Anto on location, offering plenty of fresh and loosely fixed ingredients to share.
- Work concept & design Collaborator Laurens Kolks
- Media Entrance, auditorium and lunch area furnishing & lighting, partly custom made and partly rented
- Realisation Louder Oy (T.Lepponen, E.Maki), Finland
- Commissioner Nokia Corporation c/o Jeremiah Tesolin Photography / Laurens Kolks, Sophie Krier, Tuomas Harjumaaskola
- Year 2007