The Week: W&K joins forces with Nokia to illuminate Regent Street

Wieden & Kennedy and Nokia have teamed up to design the 2007 Regent Street Christmas lights, which were switched on in London on 20 November.

Nokia sponsored the lights in advance of the opening of its flagship Regent Street store in January.

In a break with tradition, the lights, which will be up until 6 January, feature 14 interactive 3D light clusters, each containing 24 spheres. The spheres illuminate in different colours as people walk underneath them. Each cluster is also responsive to weather, wind speed and the time of day.

Tony Davidson, the executive creative director of Wieden & Kennedy, said: "Being involved with a brand like Nokia, which is constantly pushing what is possible technically, enables us to show what we can do outside the traditional advertising media."

W&K enlisted the help of a number of specialists, including United Visual Artists, P2 Group, Piggott's, The Crown Estate and The Regent Street Association.

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