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Magnum partners with Benefit for interactive pop-up in Shanghai

Magnum hosted a temporary beauty store in partnership with Benefit offering products and experiential activities to celebrate the launch of its new premium flavor range.

Magnum hosted a temporary beauty store in partnership with Benefit offering products and experiential activities to celebrate the launch of its new premium flavor range.

Taking place at the Réel Mall in Shanghai the pop-up made use of augmented reality and an interactive LED wall to bring its “Release your Beast” theme to life. A lion, polar bear, leopard and tiger were viewable as 3D characters, which visitors could take pictures with in a photobooth and then share on social media.

At the Benefit Beauty Bar, guests could test the brand’s latest products and book make-up artists. The environment included life-sized Benefit eyebrow pens and giant customized ice-cream installations.

The pop-up had a total of seven zones with a variety of activities. It attracted around 25,000 guests during the time it was open (May 24 to June 9).

Magnum has used the concept of “Release the Beast” in a couple of campaigns. In 2017, it teamed-up with fashion brand Moschino for a film on the theme starring Cara Delevingne and Jeremy Scott. Before that, to launch the Magnum Double ice cream in Singapore, it asked guests to release the beast of their passions in fashion, art, music and taste.

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By Larissa Gomes

Larissa Gomes is a journalist reporting on the intersection of fashion, entrepreneurship, sustainability and tech. She’s covered everything from NYFW to SXSW, and has been published in print and online publications including Marie Claire and Refinery29. At Current Daily, she writes about innovations in retail, consumer trends and new developments across technology.