Nokia at DTW

About Project

At an event known for energy, noise, and nonstop tech talk, Nokia wanted to do something different. The task wasn’t about making a bigger splash—it was about creating a deeper connection. They needed a space that helped people slow down, breathe, and experience Nokia’s Autonomous Networks in a way that felt human, thoughtful, and totally unexpected.

Instead of relying on product-heavy presentations or high-tech theatrics, the goal was to shift perception. Nokia wanted people to see beyond the hardware, to recognize the brand as a forward-thinking, emotionally intelligent technology leader. The challenge was to design an experience that invited reflection, sparked curiosity, and left visitors seeing Nokia in a whole new light.

To meet the moment, we built the Nordic Chill Out Zone—an immersive retreat inspired by the serenity of Finnish nature. Every element of the environment was curated with purpose. Visitors entered a calm, evolving space that felt miles away from the show floor, even though it was just steps away.

We layered the experience to unfold like a journey. As attendees moved through the space, different senses were gently activated. Ambient forest visuals and natural lighting set the tone. Subtle sounds of wind and wildlife added dimension. Finnish-inspired refreshments, tactile natural textures, and soft scents of pine brought a quiet richness to the environment. It wasn’t flashy. It was intentional.

Angled LED screens displayed a continuous day-to-night cycle, complete with forest movement, native wildlife, and the glow of the aurora borealis. This evolving visual story gave the space a sense of time and emotional rhythm, encouraging guests to linger, absorb, and engage.

A secluded VIP cabin offered a quiet space for deeper conversations. Open access ensured the broader audience could discover the zone organically, while the refined, sensory design helped Nokia’s story unfold without a single demo screen. No buzzwords. No loud messaging. Just a clear, memorable experience that made people feel something.

The Nordic Chill Out Zone drew visitors in, and kept them there. It stood in stark contrast to the sensory overload of the event, and that difference made it memorable. People didn’t just pass through. They explored. They relaxed. They shared the moment. And they started seeing Nokia differently.

Feedback from guests and the client confirmed what we set out to do: create a calm but powerful presence that redefined how Nokia could show up. One that didn’t chase attention but earned it through thoughtfulness, atmosphere, and subtle storytelling.

Even without overt tech demos, the message was loud and clear—Nokia’s Autonomous Networks aren’t just smart. They’re intuitive, responsive, and human-centered. Just like the brand behind them.

The result? Not just a successful event activation, but a lasting impression that moved the brand story forward—in exactly the right direction.

“Trade shows can be dull, formulaic affairs: if you’ve seen one vendor’s booth, you’ve seen them all! Impact XM [now Jack Morton] helped Nokia up our game at Digital Transformation World in Copenhagen. Customers, partners, journalists and industry analysts were transported into a Finnish midsummer forest for a sensory experience including sights, sounds, tastes and smells. Finnish-themed gifts and subtle messaging connected the experience to Nokia’s vision for Autonomous Networks that sense, think and act."

- Andrew Burrell
Head of Portfolio Marketing, Nokia Cloud and Network Service