Magnum and Benefit joined hands to launch a pop-up beauty Store in Shanghai, combining ice-cream tasting and makeup experiences in one customer journey.
The beauty store was located at the RĂ©el Mall in Shanghai from 24 May to 9 June. The theme of the pop-up was â€śRelease Your Beastâ€ť and, according to Magnum, encouraged guests to discover and free their inner beasts to fully indulge in Magnumâ€™s premium ice-cream.Â The pop-up store amassed around 25,000 attendance during the campaign period.
The pop-up experience was created by global brand experience agency Jack Morton. Magnumâ€™s four beasts â€“ a lion, polar bear, leopard, and tiger – engaged guests through an interactive LED wall using augmented reality and a photo booth. The interactive wall immersed guests in a 3D environment in which they interacted with the beasts, while the photo booth allowed guests to take a photo with the beast of their choice. The photos were then downloadable for social media sharing. Â
In addition, giant customised ice-cream installations and life-sized Benefit eyebrow pens were set up at the store.
The pop-up store consisted of seven zones, each designed to highlight Magnumâ€™s premium combination of ice-cream and chocolate. The pop-up also aimed to celebrate the recent launch of the brand’s new double raspberry flavour.
Guests were able to participate in a series of activities, such as personalising their own Magnum ice-cream with 16 different toppings and savouring specially-crafted Magnum desserts by chef Brian Tan. While at the Benefit Beauty Bar, guests could test Benefitâ€™s latest products with the assistance of professional make-up artists.