Magnum Ice Cream launches a museum in the metaverse
Magnum Ice Cream and Deliveroo have unveiled a metaverse located Magnum Pleasure Museum at the MET AMS festival in Amsterdam.
Between 14th and 17th June, attendees of the festival can wear a VR headset that transports them to the museum in Decentraland.
This houses gallery exhibitions showcasing original artworks from previous Magnum collaborations with illustrators, painters and sculptors, including Thomas Danthony and Brendan Monroe.
Visitors will be able to order one of Magnum’s latest ice creams as they make their way through the virtual museum, which will then be delivered to them at the end of the experience in real life.
“Web 3.0 development is moving at a fast pace and in the not too distant future, we may all be spending more of our lives in the metaverse, whether it’s to socialise with friends, attend concerts or do our shopping,” says Federico Russo, Global E-commerce lead at Magnum.
“The metaverse is a hugely exciting prospect, not just as an enabler for innovative and groundbreaking creativity, but also in allowing consumers to interact with the brands they love in new ways,” says Ben Curtis, Global Brand Director at Magnum.
“It is, therefore, only natural that our first step into the metaverse helps showcase Magnum’s rich history of collaborations with exciting artists in our very own virtual museum and, importantly, ends with a Magnum ice cream in real life.”
“The aim of the Virtual Magnum Pleasure Museum has been to test the consumer journey of the future,” said Matteo Trichilo, Head of Growth Ice Cream Now at Unilever.
“Thanks to our partners at MET AMS and Deliveroo, we have been able to simulate the ordering process of Magnum ice cream from the metaverse to real life, and look forward to developing this platform in the near future.”
“The metaverse and everything that comes with it will have an impact on everyone’s lives,” says Edmund Howard, Co-Founder of MET AMS.
“The Magnum Pleasure Museum is just one example of the range of cultural activities people can experience in the metaverse, and MET AMS aims to showcase the scope of what’s possible in the cultural sphere for brands, musicians, artists and more.”
