NOKIA | CONVERSATION NO. 1

With Nokia Conversation No. 1, Dream Studio once again pioneered the integration of contemporary art into a corporate brand event, transforming Nokia’s program into a multi-spatial, multi-sensory artistic experience rather than a conventional product promotion. Held within a classical lecture hall of the former University of Indochina (now Vietnam National University), the program engineered a profound dialogue between a historically significant space and contemporary art forms and performance languages.

Dream Studio radically restructured the spatial environment, substituting a traditional stage with dynamic lighting and large-scale contemporary installations, effectively turning the classical architecture into an integral part of the artwork. Avant-garde art forms that were largely unprecedented in Vietnam at the time - such as installation art, conceptual theater, performance art, and video art - were structurally synchronized into the program's architecture. The installation piece “Network” by artist Dinh Cong Dat served as a central visual anchor, evoking the theme of connectivity, perfectly aligning with Nokia's core ethos.

Notably, Dream Studio integrated immersive performance art into the event's experiential flow. Rather than being ushered directly into an auditorium as passive spectators, attendees were guided through a curated journey across multiple environments. Transitioning from the exterior installation area, guests entered the lobby to experience an opera performance, before moving into the main auditorium where electronic music, video art, and performance art were seamlessly staged. The physical movement of the audience thus became an active component of the overall staging architecture.

Evolving from the “Network” concept, the program expanded into visionary perspectives of the future, exploring the increasingly intimate relationship between humanity and technology, and the emergence of a new human generation termed the “Cypher”. Consequently, technology was not merely the subject of the Nokia event, but served as the conceptual material for Dream Studio to pose profound questions regarding humanity, connectivity, and the future.

Nokia Conversation No. 1 cemented a critical milestone in Dream Studio’s journey, marking the direct injection of contemporary art into a consumer brand event in Vietnam. From this point forward, the brand event transcended its traditional role as a mere broadcasting channel for consumer messaging; it evolved into a cultural space where the brand, art, technology, and the public could engage in a shared, meaningful dialogue.