Feeds

Nokia sinks flagship store

Regent Street loses sense of childlike wonder™

Eight steps to building an HP BladeSystem

Nokia is to close its 'flagship' Regent Street showcase, a few yards along from Apple's premier London Store, after two years.

According to The Times, Nokia spent £4m in the attempt to spark a sense of child-like wonder™ in the two-floor glass homage to its Californian rival, spread over 8,290 square feet.

The design of the store was apparently "inspired by the forests of Finland", and like the forests of Finland, it was sparsely populated. Even in tourist season. The 15 staff present at any one time outnumbered the one or two souls who had wandered in, although I did see Peter Stringfellow in there not so long ago, getting some 1:1 attention.

So commiserations to the 30 unobtrusive and knowledgeable staff who were employed at Regent Street; Nokia told the Times it hoped to re-employ them in other stores in the UK, where it has more captive foot traffic. Such as Heathrow Airport.

£4m isn't a lot in terms of corporate marketing budgets, certainly not for a company that's the fifth biggest brand in the world, and whose revenue is larger than the Finland state budget.

The problem is that a flagship store needs flagship gear inside it, and if you're not the Bang & Olufsen or Apple of your market - and Nokia isn't any more - then you're spending a lot to little purpose. At its Capital Markets Day last week, Nokia said it will release half as many smartphones in 2010 as it did in 2009, 10 down from 20, "to cut down unnecessary differentiation" for "a far more focused portfolio".

But at least the designers walked away happy.

And the peak time crush, here:

Catch the video while you can, here. ®

Securing Web Applications Made Simple and Scalable

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
Seeking LTE expert to insert small cells into BT customers' places
Is this the first step to a FON-a-like 4G network?
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
BlackBerry: Toss the server, mate... BES is in the CLOUD now
BlackBerry Enterprise Services takes aim at SMEs - but there's a catch
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.