Nokia's "Something Amazing" for September 7th is a disappointment
As you can imagine, speculation ran amok with talk of a Windows Phone 8 powered Nokia Lumia model being introduced September 7th, or that a Windows Phone flavored Nokia 808 PureView model was coming. The September 7th date is the first day after Nokia World closes, so it would make sense for this all to be related to a major product announcement.
The truth is far less exciting. All Things D says that the whole campaign is merely being done to promote the remodeling of a Nokia Store. This makes the comment about amazing things at "your new Nokia Store" a great example of foreshadowing.