Nokia: Pretty shop but ugly marketing speak

After Apple confounded popular opinion that high-street retail just wasn’t cost efficient, Nokia amongst others has decided to follow suit. The Fins opened up what they claim is another flag-ship store in London’s Regent Street this weekend to join the seven others world-wide.

We have to say that the store looks great (as the pic above shows) but the press release describing is erm not quite so elegant. Nokia please, please, please don’t use this overblown marketing speak anymore -- it just makes the soul die.

Designed to set the benchmark in technology retailing practice, through the creation of an upscale, high-energy environment, Nokia Regent Street promises the ultimate shopping experience for Nokia’s wide portfolio of mobile devices.

My god – I have read some overblown marketing hyperbole in my time but this takes the biscuit. It’s a shop, not a cure for cancer. Enough already.

Marketing aside, its interesting that Nokia is throwing so much cash at pushing its handsets as some kind of luxury item – Gucci handbag, diamond tiara, Nokia 6110 etc – I guess as a way to combat the increasing commoditisation in this sector. Linux as a mobile OS is threatening to cut a swathe through even top-end smartphone design and hopefully cost.