London's Millbank Tower on the River Thames was transformed into a 4D illuminated artwork on Monday (November 28).
Underneath, Canadian music producer Deadmau5 - otherwise known as Joel Zimmerman - donned his signature rodent mask and played a selection of mixes for his fans - to publicise Nokia's new smartphone - the Lumia 800.
The Toronto native said he wasn't sure how the 4D images projected onto the building above him would look different to 3D.
SOUNDBITE Music producer Deadmau5 (Joel Zimmerman), saying: (English)
"I was like, what is the fourth dimension? - Well apparently it's time , which I guess kind of makes sense in a corporate jargon kind of way. It's 3D projection mapping which is trendy at best right and it's - I see it done to death a lot but never on that scale. I see it a lot on smaller buildings where they do these massive art pieces but I've never seen one that big, so they're using some serious hardware and the guys doing the content are the best in the business."
The eye-catching performance could be seen from both the north and south sides of the river as Deadmau5 fans made the most of the free gig.
Nokia will be hoping the stunt has a positive effect on sales of the Lumia 800.
Left behind by the likes of Apple and Google in the booming smartphone market - the company is counting on its new models - using Microsoft Windows software - to help revive its fortunes.
Nickie Omer, Reuters
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