The store, with a blueprint created for the Moscow shop that opened in 2006, features a Nokia Blue frontage, LCDs and mood-evoking translucent walls.
Nokia UK managing director Simon Ainslie said: “At the Nokia Regent Street store, consumers will be able to test the latest Nokia mobile phones and multimedia computers, as well as learn about new mobile services and technologies in a comfortable, cutting-edge environment.”
The handsets on display are live and picking up a phone beneath one of the LCDs activates a pop-up screen that guides the user through the phone’s features.
The walls also change appearance as shoppers test-drive the merchandise, making the entire environment interactive.
As well as standard ranges, the store is home to Vertu, Nokia’s luxury line, which is in a semi-separate lounge.
The shop launch is accompanied by an in-store exhibition, Meet London, featuring stars from the worlds of rap, football, photography and theatre – intended to provide a social portrait of London.
The 5,920 sq ft store is Nokia’s largest to date and is the eighth flagship it is has opened, as part of an 18-store global roll-out.
Last week, the mobile phone giant said that, following the Regent Street opening, a 645 sq ft store in Heathrow’s Terminal 5 will open on March 28.
Despite its more modest size, this outlet is also being billed as a flagship. In addition to the normal range of handsets and accessories, it will stock city guides and maps for travellers.
Terminal 5 retail director Nick Ziebland said: “Nokia will be setting an exceptional benchmark for airport retailing in the 21st century.”
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