Lighty, enjoyment, youth: ice cream puts us in a special attitude to life. For the 30th birthday of the Unilever brand Magnum, Atelier Markgraph designed the pop-up course "Magnum House of Play", which makes this feeling playfully and haptically tangible. The adventure tour, which takes place from June 20 to 23 in the Berlin Elisabethkirche and from July 2nd to 3rd in the palm house in Vienna, is conceptually derived from the Magnum message "Be True to your Pleasure, Be True to Yourself". Idea and communication concept for the "Magnum House of Play" come from the communication agency COR Berlin.Treu, the hashtag #neverstopplaying invites the roadshow to interactive experience: from the magnum soundbar, which composes in just a few steps of your own soundtrack to the highscore In the video game "Cookie Rush", your own play instinct can be rediscovered here. In design cooperation with prominent inspirators, two more stations were also created that put teammates on an equilibrium test and challenge for "Ice Riding". invited and crowned by a chocolate fountain for individual ice creations. Coloring and design of the course are derived from the Magnum product: large-scale polka dots and a round, soft formal language cite the anniversary edition “White Chocolate & AMP; Cookies ”as well as the well-known Magnum silhouette. A special meaning was made to choose the locations. The roadshow travels from the Berlin Elisabethkirche to the palm house in Vienna. The buildings are not just a backdrop: their iconographic architecture has a historical symbol value that is deliberately in the area of ​​tension in the temporary staging character. With the "Magnum House of Play", an adventure tour was created that translated the product and brand promises haptically- and thus enables emotional customer loyalty through the common attitude. - June 23, Elisabethkirche Berlin02. - July 03, Palmenhaus Vienna