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House of Play:

an interactive pop-up parcours for Magnum

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Credits

Client: Unilever DACH, Hamburg

Design concept, scenography and implementation: Atelier Markgraph GmbH, Frankfurt am Main

Idea and communication concept: COR Berlin Kommunikation GmbH, Berlin

Documentation photos: Kristof Lemp, Darmstadt

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The pop-up parcours “House of Play” celebrates the 30th anniversary of the ice cream brand Magnum in Vienna and Berlin by enabling an emotional customer approach.

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The challenge

Transforming the icy affirmation of life into a haptic experience with a high degree of shareability on social media.

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Our approach

A pop-up parcours inspired by the Magnum leitmotif “Be True to Your Pleasure, be True to Yourself”. It uses interactive experiences to bring out the inner child of the visitors and is accompanied by integrated and cross-media communication.

Skills

Planning, design, realisation

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ACCORDING TO THE HASHTAG #NEVERSTOPPLAYING THE ROADSHOW INVITES CUSTOMERS TO INTERACTIVE EXPERIENCES.

From the Magnum sound bar, where you can create your own soundtrack in just a few steps, to the high score in the video game “Cookie Rush”, where it is possible to rediscover your own play instinct. In creative cooperation with influencers, two further stations were created, which put players on a test of balance and challenge them to “Ice Riding”. As a space-consuming quotation, the ice-cream swirl in the centre of the playground invites you to relax and enjoy moments of pleasure.

Colour scheme and design of the parcours derive from the magnum product.

The huge polka dots and a round, soft design language quote the anniversary edition “White Chocolate & Cookies” as well as the well-known Magnum silhouette.

THE CHOICE OF LOCATIONS WAS OF CONSIDERABLE IMPORTANCE.

The roadshow travels from Berlin‘s Elisabeth-Kirche to the Palmenhaus in Vienna. The buildings are not only the backdrop: Their iconographic architecture has historical symbolic value, that is deliberately placed in the field of tension with the temporary staging character. The brand event was accompanied cross-medially by an action-specific landing page, the use of social media channels as well as a donation campaign and classic PR work.

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