LOS ANGELES-Nokia Corp. will partner with entertainment and development company AEG in a proposed six-block, $1 billion commercial development near Staples Center in Los Angeles.
The Finnish wireless manufacturer acquired naming rights to a nightclub and open-air plaza, as well as a 7,000-seat live music venue in the development, company officials announced Wednesday. Construction on the 4-million-square-foot entertainment, shopping and residential project could begin in the next few months if the city agrees to help finance the development.
A Nokia spokesman declined to say how much the company spent on naming rights, calling it a “multi-year, multimillion-dollar” agreement. Through the partnership, the manufacturer hopes to strengthen ties to young wireless users via music.
“Current and future wireless devices will be used to deliver even more varied forms of recreation, and these Nokia venues in Los Angeles reinforce the connection between Nokia and entertainment,” said Jo Harlow, Nokia’s vice president of marketing. “The next generation of wireless devices will create a new market for mobile entertainment, allowing users to connect with their favorite artists and events, regardless of location.”
