Nokia has launched its Windows-based Lumia 900 smartphone in the USA with a striking installation on Times Square creating one of the biggest LED displays on its buildings. The international superstar Nicki Minaj helped the company to celebrate the event with a live performance. Last fall, the company introduced Lumia 800 to the UK public with a similar visual performance by deadmau5.

Photo: the performance on Times Square, from Nokia’s Facebook page

Thousands of fans gathered on the Square to see Minaj performing her hits, while a team of visual artists were bringing life onto the building wall. Due to the CGI technology the effect of 60ft waves appearing to cascade down the building was created. The reaction of the crowd was shown on nine of Times Square’s electronic screens.

The event was choreographed to an exclusive Nokia Lumia remix of Nicki’s hit ‘Starships’, performed live by DJ and producer Doorly. The visual show was filmed as part of the singer’s new music video for the ‘Starships’ remix. Fans are also invited to get to know more about the event by visiting a dedicated Facebook page.

The Nokia Lumia 900 hit the stores in North America yesterday. The smartphone is available exclusively from AT&T for $99.99. The model is designed to let users quickly access their email, music and social media.

In addition, Nokia is promoting its Lumia gifting new US members of the Nokia club with a colorful cover of their choice. Consumers only have to choose one of the vibrant colors and Nokia ships it for free.