Deadmau5 - Millband Tower, London - 28th November 2011 (Live Review)
Tuesday, 29 November 2011
Written by Adam Holden
Never before has the iconic architecture of London been used in such an innovative manner, until the world class producer and disc jockey Deadmau5 came to town.
Deep in SW1, on the banks of the Thames, in the heart of Westminster, the entire east side of the building glittered with a light show never seen before in the UK.
Deadmau5, teaming up with Nokia, canvassed the whole side of the Millbank Tower, all 118 metres of it. Then, as the production team killed all the lights in the surrounding buildings, boats anchored in the Thames, and thousands of fans lined the streets on both sides of the river, including the bridges, waiting, excitedly, anxiously anticipating the prospect of what was to come.
With a small supporting act that lasted no more than five minutes, the hype was in full flow and glow sticks shaped like mouse ears appeared all the way the down the streets of Westminster.
To a huge ovation, the Canadian Deadmau5 walked onto temporary stage, stationed on top of the foyer, overlooking the road in his trademark homemade headgear.
As he dropped the first beat, the crowd were instantly galvanised and blew away by the awe-inspiring 4D projections that appeared to convolute the illuminated Millbank Tower.
The 4D show masters the art of digital mapping, and shows the extent of what is now possible in the industry.
The only restriction to the projections is the imagination of the production team who designs it. Virtually anything can be replicated and put onto a 118 metre-high building, and if that’s not cool, I don’t know what is.
Although the whole event was a PR stunt for Nokia, who have been left for dead by competitors, the real winners were easily the crowd, who braved the frosty cold night, to come and drink a few beers (even though its technically illegal to drink on the streets of Westminster) whilst watching something London has never seen before; and after all this, they will still probably continue to buy any phone that isn’t Nokia.
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