Serving bespoke indulgence in one of the UK’s most iconic department stores.
CLIENT: Magnum
Challenge
To launch Magnum’s new Sunlover Ice Cream at Selfridges, the goal was to create an exclusive, personalised, and visually stunning pop-up experience.
The challenge was two-fold
- Elevate the brand immersion: Design a space and visual experience that perfectly embodied the “Sunlover” concept and encouraged consumers to delight in building their own unique Magnum creations.
- Secure stakeholder buy-in: Develop compelling, high-fidelity visuals and product mock-ups to quickly communicate the creative vision and operational potential of the bespoke pop-up to Unilever’s internal teams and key partners.
Our role
Working with the lead experiential agency, our key focus was to translate the brand’s vision into a captivating, executable visual identity for the entire pop-up.
Art Direction: We drove the visual concept and aesthetic direction for all consumer-facing graphics, ensuring alignment with both the Magnum brand guidelines and the high-end Selfridges environment.
Design & Artwork: We designed all necessary on-site graphics, including menus, instructional signage, branding panels, and environmental graphics for the bespoke “Make Your Own Magnum” station.
Stakeholder Buy-In Visuals: Crucially, we created detailed product mock-ups and visualisations of the custom ice cream creations and the overall pop-up look and feel. These early realistic visuals were instrumental in helping Unilever’s key stakeholders and partners understand the experiential concept, secure their approval, and ensure rapid, confident sign-off.
@magnum_icecream The viral #MagnumSprayBar has opened exclusively at #SelfridgesLondon! Head down and get your own sprayed Selfridges Magnum until 27th August. #MagnumIceCream #ThingsToDoInLondon #ExploreLondon #PlacesToEatInLondon ♬ original sound - Magnum Ice Cream
RESULTS
The successful launch was defined by a seamless, personalised consumer experience, supported by a cohesive and premium visual environment.
The graphics and mock-ups we delivered played a critical role in the project's success by:
- Facilitating Concept Approval: Our high-quality visualizations streamlined the internal review process, securing necessary buy-in from all stakeholders.
- Enhancing the Consumer Journey: The clear, well-designed menu and instructional graphics guided consumers seamlessly through the process of creating their unique Sunlover Magnum.
- Elevating the Aesthetic: The final artwork and environmental design successfully brought a premium, summery aesthetic to the Selfridges space, enhancing the connection with the new Sunlover range.
Agency Partnership Note
This project was delivered in collaboration with and via the lead experiential agency for Magnum, with whom unrattled maintains a strong and ongoing partnership.
More Work
Like what you see?
Join our mailing list to keep up to date. No rattling off we promise. Just simple updates of our latest projects, free resources and brand insights. we promise not to spam you; we don’t have the time in all honesty. Plus, we’re better than that.
