Summer ‘Indulgence Studio’ pop-up 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 a summer pop-up “Indulgence Studio” tour. The activation brought indulgent, customisable ice cream and nail polish sampling experiences together at popular boutique sister hotels, Freehand and Generator, in New York, Miami, and Los Angeles.

Our team handled everything from developing the “Magnum ice cream Indulgence Studio” concept and creating the overall look/feel and visual identity for the program to designing the experiential build, securing venue partners, designing the data capture “flavour quiz,” and bringing each experience to life in-market.

We created a bespoke dip bar where attendees could have their Magnum ice cream bars hand-dipped in decadent Belgian-Swiss milk, dark, or white chocolate and customized with colorful designs by our catering team in real-time. Guests could also indulge in one of the new Magnum Duet Bar flavors with a glass of champagne in our Duet Lounge, watch celebrity nail artist Mei Kawajiri bring Magnum Duet-inspired 3D nail art to life for VIP guests in NYC, interact with multiple photo moments to show off their Magnum ice cream on social media, schedule free express manicures with our onsite manicurists, and grab new Magnum x Nails.INC polish colors and other goodies from our “Expression To-Go” nail polish sampling station.

The Indulgence Studio tour kicked off in New York and was a massive success. A strong team of food and lifestyle influencers drove traffic to Freehand New York, leading to more than 1,600 consumers lining up around the block to experience the ultimate in Magnum ice cream indulgence over the two-day activation. The kickoff event drove thousands of sampling and data capture opportunities for the brand and some fantastic content across TikTok and Instagram, and was the perfect launch moment before bringing the tour to beauty mavens and chocolate lovers in the hot Miami and Los Angeles sun throughout the month of July.