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Magnum and Benefit team up in Shanghai for Magnum Beauty Store experience pop-up

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Magnum has launched its Magnum Beauty Store concept in Shanghai, partnering with Benefit on an experiential pop-up that fuses ice cream and beauty services.

The event, which took over part of the Réel Mall in Shanghai, aimed to introduce Magnum’s premium ice cream range, specifically its Double Raspberry flavour, under the theme of ‘release your beast’ with Magnum introducing four ‘beasts’, a lion, polar bear, leopard and tiger.

The concept of ‘release the beast’ and partnering with non-FMCG brands is not new to Magnum. The brand has also already partnered with high fashions brands, such as Moschino, in which it released a film about releasing the beast, starring Cara Delevingne and Jeremy Scott.

An interactive part of the experience used an LED wall and augmented reality to turn the beasts into 3D characters, which visitors could then be pictured alongside in a photo booth.

The total of seven zones included a variety of activities, including allowing people to make their own customised magnum ice cream and special desserts, while Benefit provided beauty products and make-up artists.

Brand experience agency Jack Morton led the project, and Natalie Ackerman, executive vice president of Greater China, said: “We’re thrilled to partner with Magnum this year for the ultimate ice cream experience and the chance to engage ice-cream enthusiasts and fans on an emotional and personalized level.”

The entire experience was designed for optimum social media sharing, with life-size Benefit Brow Pencils sitting among customized ice-cream installations, creating a vibrant backdrop for selfies.

Unlikely but not-competitive brand partnerships have been growing in popularity for some time now, but some argue that this strategy must be approached carefully.

: 'Magnum Beauty Store'

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Date: June 2019
Magnum appointed Jack Morton, the global brand experience agency, to bring the Magnum Beauty Store pop-up experience to life in China through concept creation and design. The beauty store took place at the Réel Mall in Shanghai from May 24th to June 9th.
 
The Magnum Beauty Store offered ice-cream enthusiasts and Magnum fans the chance to celebrate the recent launch of its new Double Raspberry flavor. This year, Magnum partnered with Benefit to take guests on a unique journey of indulgence in pleasure and beauty in one complete experience.
 
The pop-up experience consisted of seven zones, each designed to highlight Magnum’s premium combination of ice-cream and chocolate as well as the partnership with Benefit. Guests had the opportunity to enjoy a series of activities at the store, such as personalizing their own Magnum ice-cream with 16 different toppings and savoring specially-crafted Magnum desserts by chef Brian Tan. At the Benefit Beauty Bar, guests had the chance to test Benefit’s latest products while getting pampered by professional make-up artists.
 
Guests were immersed into the world of Magnum and Benefit as they journeyed through the experience, which included giant customized ice-cream installations and life-sized Benefit eyebrow pens.
 
This year, the theme of the pop-up experience was “Release Your Beast”, encouraging guests to discover and free their inner beast to fully indulge in Magnum’s premium ice-cream. Guests engaged with Magnum’s four beasts – a lion, polar bear, leopard and tiger - through an interactive LED wall using augmented reality and a photobooth. The interactive wall immersed guests in a 3D environment in which they interact with the beasts and the photobooth allows guests to take a photo with the beast of their choice. The photos were downloadable for social media sharing.  
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Agency - Jack Morton
Tags: China, Magnum
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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