“Magenta Moon Campus” – Hybrid Brand Experience

Only few companies had the courage in autumn 2020 to realise a hybrid brand experience. Deutsche Telekom wanted to make a point, on the other hand, about how one could proceed in a new normality despite the coronavirus. Together with flora&faunavisions and Meiré and Meiré, they developed the Magenta Moon Campus: a mix of an interactive playground, digital classroom, digital workshop and hybrid discussion platform.

The aim was to playfully communicate digital media competence – as well as to create shared moments in times of lockdown and social isolation. The free educational programme was targeted towards all generations – focusing on the themes of sustainability, media competence and digitisation. The Magenta Moon Campus opened at the end of October 2020 in Berlin and remained open for two weeks. Those interested could choose between 154 workshops, 45 online workshops, presentations, live podcasts, webinars and performances, as well as a digital discussion hour for the “Silver Society”.

The centrepiece of the campus was the Magenta Moon Garden of around 170 square metres, a walk-in media installation with real plants. Visitors experienced 360-degree projections with a poetic video content which reacted directly to their gestures and movements by means of laser scanners. They could make gardens bloom – and at the same time smell, taste and pick real plants. For school classes, the media installation became a large-format interactive playground every half an hour. Visitors could also take part in concerts, yoga and meditation sessions there. A no-touch concept and the choreographed guest guidance ensured in addition that the required social distance was intuitively maintained.