Magnum House of Play – Pop-Up Playground

To celebrate the 30th anniversary of the ice cream brand Magnum, Atelier Markgraph was tasked with translating the claim “Be true to your pleasure, be true to yourself” into a haptic experience. The aim was a roadshow that communicates a love of life in the form of ice cream and guarantees that it can be shared widely on social media. The creation of the “Magnum House of Play” was inspired by the Magnum
leitmotif and the typical product features—a playful pop-up playground that travelled from the St. Elisabeth Church in Berlin to the Palm House in Vienna.

The roadshow invited ice cream fans to enjoy interactive experiences: from the sound bar, where visitors could compose their own soundtrack, to the attempt to beat the highest score in the video game “Cookie Rush”. The extensive ice cream “swirl” in the centre of the space offered enjoyable moments and individual ice cream creations at the chocolate fountain. The roadshow’s design was derived from a Magnum product. Polka dots and a round, gentle form language presented a spatial reflection of the anniversary edition of “White Chocolate & Cookies” and the characteristic silhouette of the ice cream. The “Magnum House of Play” was accompanied by integrated and cross-media communication. Traditional public relations, an event-specific landing page, active use of social media channels, fundraising campaigns and cooperation with the influencers Palina Rojinski and Riccardo Simonetti all came together.