In Pictures: Deadmau5 Live @ Milbank Tower

By tikichris Last edited 75 months ago
In Pictures: Deadmau5 Live @ Milbank Tower

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For fans of Deadmau5, last night's open air concert at Milbank Tower was a bit of dream come true (if only for slightly less than an hour). Even for those not so enamored with the offerings of the Canadian electro/house musician, the show provided plenty of neato visuals to stop them in their tracks.

Perhaps a better description of the event's location would be on Milbank Tower as each of the 120m tall building's 800 windows were covered with vinyl to receive 4D image projections via 16 projectors from across the Thames where hundreds (maybe even thousands) of folk gathered to take in the sound and visual wow of it all. Commented the performer himself from his station just about the entrance to Milbank Tower, "I wish I'd been able to see it."

The concert was free, compliments of Nokia, who staged the spectacle to celebrate the launch of the new Lumia 800 smartphone. The mobile maker was sure to get its point across too, with logo, bullets points about the new phone and other related images making their way into the projections (sometimes greeted by the crowd with boos).

Highlights from last night's concert may be seen on Nokia UK's Youtube channel.

Photos by Chris Osburn and Kemey Lafond

Last Updated 29 November 2011

IanVisits

What is a "4D image"?

Guirilandia

I was at the south bank and, at least from there, it was utter rubbish...

Tom Stickland

I was there and it wasn't a great success to be honest.

For a company hoping to demonstrate the technological prowess there were an awful lot of blips. The South Bank sound system cut out for a third of the 10-minute deadmau5 set and the projections during the performance were just really a live video feed. The actual projection mapping was great but only filled 5 minutes after the performances. Also I hear the live stream dropped for a big chunk. It is great that brands are reaching out into experiential marketing but there are some real risks involved if you put on an event that ends up being a bit naff!

tikichris

Ian: Good point. I probably should have written 4D images in quotation marks, but essentially it's 3D + stuff incorporated around it (smell-o-vision is a great example) to add an extra level of sensory experience. I think.

Jorge: Why utter rubbish?

Tom: I'm not a fan of Deadmau5 (but I don't mind it). Still, I thought the projections were pretty decent eye candy. Seemed most of the crowd was having fun too.

Dan

It was about 5 minutes of deadmau5 and about an hour of Snake. quite underwhelming. and what was the point of the 10minutes of "support".  The whole thing was totally pointless, if they sell a single phone because of it i would be surprised...