Two Indulgent product launches in New York and Miami

We recently helped Unilever’s Magnum ice cream brand launch their new Duet Bar product line and corresponding partnership with Nails.INC  through pop-ups at the Freehand Hotel in New York and sister hotel, Generator, in Miami. Our team handled everything from developing the “Magnum ice cream Indulgence Studio” concept and creating the overall look/feel and visual identity for the experience to designing the experiential build, securing venue partners, designing the data capture “flavour quiz,” and activating the experience.

The activation included a bespoke dip bar where attendees could have their Magnum ice cream bar hand-dipped in chocolate and customized with colorful designs by our catering staff, watch celebrity nail artist Mei Kawajiri bring Magnum-inspired 3D nail art to life for VIP guests in NYC, schedule free express manicures for themselves with our onsite manicurists, and grab new Magnum x Nails.INC polish colors and other nail art goodies at our Expression To-Go station.

With a strong team of influencers driving traffic to the New York activation, we saw a constant line around the block with more than 1,600 consumers passing through the experience over the two-day activation period. The New York pop-up resulted in 2,000+ ice cream samples, 1,100+ first party data captures for Magnum ice cream, and great content across TikTok and other channels, and we bought indulgent Magnum ice cream refreshment to hundreds of consumers in the hot Miami sun. The activation will make its final stop next week in Los Angeles (July 22-23) before summer ice cream season ends.