Nokia Australia has pit itself against its rivals and won with opening a temporary space in Sydney, according to the global smartphone brand’s head of marketing.

In an Australian first for Nokia, the company opened a pop up space on Sydney’s George St to showcase its new Nokia Lumia 925 smartphone for two weeks last month.

To prove the Lumia’s low light photography capabilities, Nokia created a “unique environment” for product testing, says Jolaine Boyd, head of marketing, Nokia Australia.

Upon entering the dimly lit space, visitors were invited to test the smartphone’s camera on a large scale replica of a full moon suspended over water.

“Many took the opportunity to compare their existing smartphone’s camera capabilities versus the Nokia Lumia 925,” says Boyd.

“Feedback from consumers to date has been incredibly positive. The Lumia 925 won hands down and this was the result we were hoping for.”

Boyd says visitors were also pleasantly surprised to compare their current handsets to the Lumia 925’s other functions, including map navigation and music player.

“The intent was to get people thinking differently about Nokia and show them that the Lumia range is definitely worth considering,” she said.

“It’s the first time Nokia has done anything like this in Australia, we wanted to create something different, new, and intriguing.”

Nokia has lost ground in Australia to Samsung and Apple in the last five years, however, it’s now fighting to recover its former first place.

Boyd told Inside Shopper that Nokia has no current plans to launch a permanent store, with the Lumia Moon pop up purely for marketing purposes.

“[It was] a one off experiential campaign to get the Lumia 925 into the hands of consumers so they can see firsthand the incredible images that can be taken.”

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