New Ring Tone for Nokia
By Anne DiNardo, Associate Editor (2005-08-29)
Nokia Experience Center - Multiple mall locations

When it comes to cell phones, it’s all about minutes. Or is it?

Mobile communications provider Nokia was tired of relying on service centers to talk about its products and services with customers. It also wanted to break the current buying paradigm that had cell phone users considering first what minutes plan was right for them before picking out a phone that matched their needs.

So to break that mold, Nokia created the Nokia Experience Center, a mall kiosk-inspired space where nothing is actually sold, but rather one that gives customers a brand-centric place to make a tangible and visceral connection with Nokia products and its brand.

“The idea is that Nokia will make a big impact with customers so that they’ll seek out their products at regular cell-phone outlets and ask for them by name,” says Lynn Rosenbaum, creative director at design firm Fitch (Powell, Ohio), which worked with Nokia on the branding initiative. “This space is all about phones and features, not about service plans.”

The freestanding, glass-enclosed structure has transparent walls, a perforated ceiling and two entrances, allowing visitors to stay connected with the mall’s ambient sounds and sights while being immersed in the Nokia brand.

Reflecting the high-tech nature of the brand, as well as its European roots (parent company Nokia Corp. is based in Espoo, Finland), the space marries warm and cool tones with brushed silver finishings, warm wood flooring and colorful graphics. Undulating tables keep visitors flowing through the space and puts them in touch with phones at all angles. Internally illuminated acrylic buttons hold each phone to the table and can be turned 360 degrees, further maximizing the potential of the small space.

TRaC Associates, LLC introduced the Window TV system, using a revolutionary rear projection display film that can be viewed in full sunlight.  The system consists of a 32” x 24” GlassVuE screen and a 2500 Lumen DLP projector.  This combination maintains a low price while ensuring there is sufficient light coverage from the projector to maintain an image that “pops” in most daylight applications.

GlassVuE displays 16 million colors and has a contrast ratio of 500:1.  The screen is perfect for projecting images in retail stores, trade shows, museums, building lobbies, and public venues, where environmental light is not easily controlled.  Window TV provides the unique opportunity to display images where sunlight would usually interfere.

“Up until now there has not been an affordable system for dealing with sunlight.  By matching the GlassVuE with an appropriate projector not only do we ensure excellent performance but we keep the cost very reasonable, said Mike DeWitt, president of TRaC Associates, LLC.
The GlassVuE screen is designed for premium installations where image quality and sophisticated design are necessary to display a powerful image for your organization. The patented “Black Shelves” TM Technology allow ambient light to be deflected off the viewing surface so you’re left with a high-definition, high-contrast image that is unaffected by extreme ambient light.  GlassVu is designed to work in bright lighting environments, including sunlight, and it becomes even more stunning under controlled lighting.

GlassVuE films can be used by creative designers to capture and fascinate the imagination of viewers in difficult open areas.  The GlassVu display screen can be applied to existing windows or made rigid for hanging by adhering to Plexi glass.  Thus allowing for a remarkable image just about anywhere you could imagine.

“We have evaluated a number of full daylight screen technologies, and we keep coming back to the GlassVuE.  It is without a doubt the best performing screen we have been able to find,” says DeWitt.
Jurgen Weinert, VP of Intelligent Interiors said “I was concerned about the quality of the image in the sun with a 2000 lumen projector.  The quality exceeded my expectations…….”
For additional information or project advise, Contact:
Michael DeWitt
TRaC Associates, LLC
(877)382-8948
(503)650-0325
Mike @tracassociates.com
www.tracassociates.com

Warranties and availability
Please contact TRaC Associates for project consultation and availability.  This system comes with a standard one-year warranty.
About TRaC Associates, LLC

TRaC Associates is the North American Distributor of TransVuE, GlassVuE, and Lumin products.  Founded in 1999, the company founders have over 30 years experience in the digital projection industry.  TRaC Associates, LLC provides its North American based customers with the industries best high-bright displays under the TransVuE, GlassVu, and Lumin names.  TRaC Associates corporate headquarters is located in West Linn, Ore.
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