In pictures: Nokia swaps cash for social currency in #100aires pop-up store

Events agency Mission produced a new concept pop-up store for mobile phone brand Nokia last week (3-6 July), to celebrate the launch of the company's Lumia 630 phone.


The store, dubbed #100aires, enabled shoppers to purchase art pieces, jewellery and clothes with ‘social currency’ rather than cash. The amount of social currency each person had to spend was determined by website Klout, which measures how much influence a person has on social media.

The event took place at the Old Truman Brewery in east London. The company said the store was designed to support young, creative individuals in the UK. There were 100 art and technology products available to purchase, which individuals could bid for using social currency.

Attendees were encouraged to share images of their desired goods on social media with the hashtag #100aires, which let potential buyers track their bids via the pop-up’s Tumblr page.

Artist Sascha Bailey, son of David Bailey, TV presenter Laura Whitmore, The Saturdays singer Vanessa White and singer-songwriter MNEK were all in attendance at #100aires’ launch party.

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